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Emotiv SystemsIts the Thoughts that Count
2014. 9. 27
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Introduction : Tan Le & EEG
PC or Console ?
Marketing Strategy
Alternative Applications
Tan Les Vision
Agenda
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Introduction: Tan Le & EEG
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1. Company Background
Tan Le
1998
1998 YoungAustralia of Year
(Monash Univ:
,)
Tan Le
1981
Australia
()
Le and Nam Do
2003
Two YoungMultiMillionaires
(text messaging->->)
Le and Nam Do
2000
Univ Event->for IT business
: Tan Le & Nam Do
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1. Company Background
Emotiv Systems
200312
* in Sydney* Start-up
with $1 million
2003~
*,+*
(Anang)* EEG expert (X)
: Emotiv Systems
Weste(4th Partner)
2003
* Chip Designer
Snyder(3rd Partner)
2003
*Le&Do approch* Physicist
+ fiber Optics+ Passion in
Signal Processingto brain
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2. Technology & Product
msec
,
Technology EEG (electroencephalography)
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2. Technology & Product
Product EPOC
,
12
14
,
EPOC ,,
EPOCPC
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PC vsConsole
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2. Console
Advantage- .
- Guitar Hero
-
Device
.
Dis Advantage- (,)
- Light
- (Motion-detection)
- Device
Why Console?
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PC
EPOC:
PC
B2B
Channel
Position
x-mas
Promotion
On-line channel :
- , Amazon, EbayMarket
Place
Off-line channel :
- Flag Store , Costco , eBay
PC
- Show Host
(
)
PCBeta
Emotiv EPOC
x-mas
B2B
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Console
EPOC
Simplified Device(ex>EPOCITE)
-> but it taints Brain-Computer Interface
Generic EPOC->
->Connection Kit
Console fee: produt
cost($60) + retailer margin(25~35% of
margin) + Consol fee(10~15% of retail
Price)
:,Black Friday
: retailer channel
: e-tailers, direct sale
Console shop:
:
,
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Parameters Margins $199 $299
Cost of prod. (100/) ($60/$110) ($60/$110)
Retailer margin 35% ($69.65) ($ 104.65)
Returns 10% of wholesaleprice
Console Royalty 3%-5% (4%) ($ 7.96) ($ 11.96)
Game developer 2% ($ 3.98) ($ 5.98)
Profit margin
Console model $ 57.41/$ 7.41 $ 116.41/$ 66.41
PC model $ 65.37/$ 15.37 $ 128.37/$ 78.37
# Pricing
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# Operating income Estimationconsole only
parameter
Sales forecast of EPOC
Conservative Est. Aggressive Est.
1st year
unit sales
20,700 20,700
2nd year 284,500 569,000
3rd year 693,600 867,000
sales price($) 199 299 199 299
1st
profit margin/unit
7.41 66.41 7.41 66.41
2nd 7.41 66.41 7.41 66.41
3rd 7.41 66.41 33.75 92.75
1st
gross profit(thousands of $)
153 1,375 153 1,375
2nd 2,108 18,894 4,216 37,787
3rd 5,140 46,062 29,261 80,414
1st
operating expenses(thousands of $)
11,086
2nd 20,557
3rd 31,961
1st
operating income
(thousands of $)
(10,933) (9,711) (10,933) (9,711)
2nd (18,449) (1,663) (16,341) 17,230
3rd (26,821) 46,062 29,261 80,414
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Guitar Hero Analogy
Music
Music
RPG
Sports
Shooting
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Nongaming Applications
Medical Thought - controlled devices for stroke patients or the disabled
Mental heath management.(detecting emotional states for depression patients)
Military
Thought-controlled and operated weapon systems. Communication channel for soldiers in combat (wearable display)
Market research
Accurate and real time information from customers. (Get into consumers head)
Detection of emotional engagement (for movie production)
Functional or professional uses
Thought - controlled home entertainment systems.
Thought - controlled home appliances.
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Tan Les Vision
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Tan Les Vision
A World where we all have headsets on all the time, doorsopen when we approach them because our brain generates
a signal that is received by the sensor on the door;
entertainment medium modifies or proposes appropriate
content; ads are served that best fit the type of products
you are thinking about. Ultimate way to interface with thedigital world.
Brain signal Digitopia !!!- Ulitmate way Digital worldaccommodate for us
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Thank you