From Visions to Reality Road Show II Mexico in European Union.

From Visions to RealityFrom Visions to RealityRoad Show IIRoad Show II

Mexico in European UnionMexico in European Union

Blue Danube RoboticsBlue Danube Robotics

Final conference in Bratislava, student presentationFinal conference in Bratislava, student presentation

Ana Cristina De la Colina BoresAna Cristina De la Colina BoresAndrea Castillo GuzmánAndrea Castillo Guzmán

Vienna Vienna University of University of TechnologyTechnology

Vienna Vienna University of University of Economics Economics and Businessand Business

AGENDA

REALITY project, Final conference in Bratislava, Student presentation

• Introduction

• Research questions

• Methodology

• Main Results

• Indicators of Potential Market and Growth

• Competitors

• Buyer- User

• B2B / B2C

• Conclusions

• Recommendations

RESEARCH QUESTIONS


1. What is the market potential for a medical robot for handicapped people?

2. What are the key user requirements for adopting medical robots for handicapped people?

3. What product features are necessary to be comparable with handicapped people’s living conditions?

4. What is the willingness to pay for such a medical robot?

5. Which business model seems to be successful?

Initial countries: Austria, Czech Republic, Mexico, Slovakia and Spain.

METHODOLOGY


1. Research Questions assigned – preliminary research

2. Meeting with Austrian students

3. Meeting with Tobias Ferner, member of Blue Danube Robotics.

4. Coaching and lectures with Dr. Wolfgang Schildolfer and Dr. Rainer Hasenauer.

5. New arrange of countries to be analyzed was: Austria, Canada, Czech Republic, Mexico, Slovakia, Spain and Sweden.

Secondary and Tertiary Research

MAIN RESULTS

INDICATORS OF POTENTIAL MARKET AND GROWTH


TARGET: Disabled people with functional, motor or physical disabilities who are able to make voice commands for interacting with the robot.

• Canada 4.68%

• Austria 3.07%

• Mexico 2.84%

Most attractive markets: Austria, Canada and Mexico

POTENTIAL GROWTH


Note: Mexico’s informal employment rate t is of

59%.

Austria and Slovakia are the most scarce in the

supply of nurses.

COMPETITORS


Company Name Robot Name Price (EUR) Country Functions

Blue Danube Robotics Blue 10,000 Austria

*Affordable •Semi-autonomous assistive robot. *Air Skin *Voice Command *6 hour battery and it will lift up to 3 kg objects.

Softbank Mobile & Aldebaran Robotics Pepper 1,130-1900 Japan

*Companion robot •Uses cloud-based artificial intelligence to study gestures, expressions and speech. *Lithium-ion battery that lasts over 12 hours.

Shadow Robot Company Dexterous Hand 90,000 United Kingdom*Ultra sensitive touch sensors on the fingertips (129 sensors).•Human sized*Great mobility

Kinova JACO Arm 40,000 Canada

*An assistive robot arm *It can carry up to 1.5 at mid-range and 1 kg when fully extended.•Needs wheelchair to function. *Light, compact and power efficient.

B2C buyers: – Disabled people themselves– Responsible person (family or

nursing/retirement homes)

• Dependency ratio:– Austria 27.3%– Canada 22.2%– Mexico 9.8%.

• Publicity should vary for this two segments.


USER OR BUYER

The user might NOT always be the buyer.

B2B/B2C


B2B most attractive markets are:

• Canada

• Mexico

Due to:

•Good health care system

•Strong private institutions

B2B/B2C


B2C most attractive market is:

• Austria

Due to:

•High health expenditure per capita

•Nurse scarcity

CONCLUSIONS

Top 3 largest markets of disabled population: Austria, Canada and Mexico.

Future demographics: Increasing elderly population.

Spending per capita purchasing power: Canada & Austria.

CONCLUSIONSPotential markets requirements:

B2C

• Increasing elderly population

• High disabled population %

• Nurse scarcity

• High health expenditure

• High purchasing power per capita in health

B2B

• High disabled population %

Sources of expenditure:

a) Good health care systems

b) Strong private institutions

RECOMMENDATIONS


Market potential depends on the business model chosen.

Elderly population should not be overlooked as a target.

Countries with younger population should not be dismissed, if private institutions are strong.

Difference between user/buyer should be clear for marketing campaign.

RECOMMENDATIONS


In B2B, consider al people involved in buying center.

Reduce time to market.Don’t lose sight of unique value

proposition.Use community based

innovation to avoid market resistance.

Appeal to psychological needs.

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From Visions to Reality Road Show II Mexico in European Union.

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