Market Research Report

.

Chennai Consulting Group (CCG) Chennai, TN, India

Market Study on

Electric Personal Transporters

in US/Canada

Client: Imasion Corporation, Gurnee, USA

Emmel Vheelers, India Date of Submission: July 12, 2010

Document Version: 2.0

Market Study of Electric Personal Transporters in US/Canada Imasion Corporation

Confidential Report Page | 2

Contents EXECUTIVE SUMMARY ............................................................................................................................ 4

Research Objective ............................................................................................................................. 4

Key Research Findings ......................................................................................................................... 5

ELECTRIC PERSONAL TRANSPORTER – A PREAMBLE .............................................................................. 6

ABOUT VEEWAY – THE INDIAN SEGWAY ................................................................................................ 7

Veeway Model MX- 1 .......................................................................................................................... 7

Technical Specifications .................................................................................................................. 7

Key Features .................................................................................................................................... 8

Applications / Target Markets ........................................................................................................ 8

MARKET LEADER IN ELECTRIC PERSONAL TRANSPORT .......................................................................... 8

ABOUT THE SEGWAY COMPANY ......................................................................................................... 9

The Riding experience ......................................................................................................................... 9

SEGWAY TECHNOLOGY ..................................................................................................................... 10

SEGWAY ELECTRIC PERSONAL TRANSPORTER PORTFOLIO .............................................................. 11

REASONS FOR THE SEGWAY’S CONCEPTUAL SUCCESS & ADVANTAGES OF SEGWAY ..................... 12

Concept ......................................................................................................................................... 12

Features ........................................................................................................................................ 12

User Focus ..................................................................................................................................... 12

Riding ............................................................................................................................................ 13

REASONS FOR THE COMMERCIAL FAILURE OF SEGWAY .................................................................. 13

SEGWAY IN INDIA .............................................................................................................................. 14

Highlights of Segway India Strategy .............................................................................................. 14

COMPETITIVE ANALYSIS ........................................................................................................................ 15

CHARRIOT SCOOTERS ........................................................................................................................ 15

DAREWAY .......................................................................................................................................... 16

TRX PERSONAL TRANSPORTER ................................................................................................ 17

Q CHIROT .......................................................................................................................................... 20

ORBIS ................................................................................................................................................. 22

T3 MOTION ....................................................................................................................................... 24

TOYOTA WINGLET ............................................................................................................................. 26

HONDA U3-X ..................................................................................................................................... 28

EVRIDER ............................................................................................................................................ 30



VALUE PROPOSITION ANALYSIS OF COMPETITORS .............................................................................. 30

MARKET DYNAMICS .......................................................................................................................... 31

ENVIRONMENT ANALYSIS FOR ELECTRIC PERSONAL TRANSPORTERS ......................................... 31

A SNAPSHOT OF THE UNITED STATES MARKET .................................................................................... 31

INDIAN POPULATION IN US – A MARKET EDGE FOR VEEWAY ........................................................... 388

INDIAN PRODUCT ACCEPTANCE AS COMPARED TO CHINESE – AN ADVANTAGE FOR VEEWAY ....... 388

FACTORS AND DEVELOPMENTS INFLUENCING THE GROWTH OF ELECTRIC PERSONAL

TRANSPORTERS ................................................................................................................................. 39

CHALLENGES & BARRIERS ................................................................................................................. 39

OUR RECOMMENDATIONS FOR VEEWAY ........................................................................................... 400

Unique Selling Proposition (USP) of Veeway .................................................................................. 400

Positioning – Low Cost Electric Personal Transporter from India ................................................... 400

Target Segment ............................................................................................................................... 400

Applications..................................................................................................................................... 411

TECHNICAL IMPROVEMENTS FOR THE FUTURE ............................................................................. 422

STRATEGIES TO INCREASE SALE OF PERSONAL TRANSPORTERS ........................................................ 444

POTENTIAL DISTRIBUTORS FOR VEEWAY ........................................................................................... 444

LEGISLATIONS FOR ELECTRIC PERSONAL TRANSPORTERS .................................................................. 455

LEGISLATIONS IN CANADA .............................................................................................................. 455

LEGISLATIONS IN UNITES STATES .................................................................................................... 455

SWOT ANAYSIS OF VEEWAY IN US/CANADA ........................................................................................ 49

PLAN OF ACTION ................................................................................................................................. 500

CONCLUSION ....................................................................................................................................... 511

REFERENCE AND BIBLIOGRAPHY......................................................................................................... 522

Annexures ........................................................................................................................................... 544

Annexure 1 - World Map Showing Segway’s Global Penetration ................................................... 555

Annexure 2 - Comparison of Electric Personal Transporters Brands .............................................. 566

Annexure 3 - Value Proposition Analysis of Electric Personal Transporter Brands .......................... 59

Annexure 4 - Online and Offline Distributors ................................................................................. 611



EXECUTIVE SUMMARY

Commuting is regular travel between one's place of residence and place of work or full time

study. Before the 19th century most workers lived less than an hour's walk from their work.

Today, many people daily travel a long way to work using different transportation modes such as

motorcycles, cars, trains, buses and bicycles; sometimes by choice, sometimes when forced to do

so by the high cost of housing in city centres, lack of public transit, or because of traffic

congestion. The average commuting time varies between 25 to 50 minutes in countries around

the world.

A new mode of compact & convenient transport is beginning to catch the world by storm – The

Electric Personal Transporters (EPTs). The EPT is easy to ride, does not require a

license/registration, eco friendly and most importantly not traffic dependent.

Recognising these trends, Emmel Vheelers (E-Bike division of the Fuel Instruments &

Engineers Private Limited (FIE group) - a leading manufacturer of a vast range of physical

testing machines since 1953) in Kolhapur, Maharashtra has recently launched an Electric

Personal Transporter named as “VEEWAY”.

Research Objective Emmel Vheelers would like to understand the Market for Electric Personal Transporters in

US/Canada as it vies this region as a viable destination for Veeway.

Scope of Study

This report encompasses the following:

An Understanding of the EPT

A detailed look into the Market Leader of EPT – Segway

The Players in EPT market (Current & future) – Competitive analysis in terms of

specifications, features, price, other value propositions and country of manufacture.

Identifying the Target Segment for EPTs

Market Dynamics

o Environmental Analysis for EPTs in USA

o Demographics of USA



o Indian Population in USA

o Growth Drivers, Challenges & barriers for the EPT market

Recommendations for Veeway in terms of USP, markets to focus & Technical

improvements

Potential Distributors for Veeway in US/Canada

Legislations concerning use of Personal Transporters in USA & Canada

Key Research Findings Some of the highlighted research findings include:

A potential tagline for Veeway focussing on cost.

“LESS ($) CHARGE, MORE (miles) PER RECHARGE!”

Colour coding of competition based on their focus & corporate culture

SWOT analysis for Veeway in US/Canada

Technical Improvements for Veeway in terms of cost & time implications

Target States with high Indian Population for an emotional bonding.

Capture a share of the bicycle market which could represent a considerable potential for

Personal Transporters.



ELECTRIC PERSONAL TRANSPORTER – A PREAMBLE

The “wheel” is touted to be mankind’s greatest invention and its fundamental appeal has led to

innovation after innovation.

A rapidly developing trend using high-performance digital signal processors commanding a mix

of sensors and electromechanical actuators is set to propel civilization into a new era of compact

& convenient transportation – The Electric Personal Transporter (EPT). Although personal

transportation vehicles might appear to be simply an amusement, they might well turn out to be

as disruptive as the personal computer and rapidly evolve as a major force in the industry.

Just some of the Electric Personal Transporter Utilities as opposed to automobiles

transportations (likes of two wheelers and cars) are as follows:

No Traffic Jams

No license, registration, insurance required

Easy Parking, some models can be carried.

Easy to maintain

Used as a sidewalk vehicle and avoid roads

No Fuel station stops

Maneuver Narrow roads

The major players in the Electric Personal Transporter (EPT) market are Segway, Q Chirot,

Chariott Scooters, Dareway, TRX Personal Transporter, T3 Motion, Orbis, EV Rider,

Hammacher, Toyota, Honda and Veeway.

The major countries manufacturing EPTs are USA, China, UK, Japan & India.



ABOUT VEEWAY – THE INDIAN SEGWAY Less ($) Charge; More (miles) per Recharge!

Emmel Vheelers is the E-Bike division of the FIE group (a leading manufacturer of a vast range

of physical testing machines since 1953) in Kolhapur, Maharashtra. Their products under the E-

Bike division include Electric Bikes & Scooters and Electric Personal Transporter (Veeway).

Veeway Model MX- 1

Technical Specifications

Category: Personal Mobility device

No of wheels – Four; 2 rear-steer small wheel and 2 front large wheels

Wheel Size – 16 x 2.125 ―

Motor – 350 W Brushless DC Motor

Battery – Sealed Lead Acid Battery, 36 V, 12Ah

Input Power – 230 V, AC- 50 Hz

Max Speed – 16 Kmph

Max Load – 120 Kgs

Brake Type –Disk Brakes



Kerb Weight – 57 kg

Charging time – 6 Hours

Max Travel per charge – 40 KM (Average 35km)

Price – INR 25,000 FOB Mumbai (approximately $540)

Optional – INR 36,500 FOB Mumbai with Lithium Battery for 36V and 12Ah

Key Features

Slick & attractive design

Eco Friendly – Zero Emissions

Disc Brake

Excellent Road Grip

Detachable battery box

Easy charging

The handling of the device is super simple with accelerator, brakes and steering all

through the handle bar

There is no sophisticated balancing mechanism involved as it’s a 4 wheeled platform

which is inherently balanced.

Applications / Target Markets

Factories

Big Shopping malls

Sports complexes

Societies

University

Exhibition campus

Airports

Big warehouses

Note – Existing Veeway design is meant only for Indoor and levelled floor applications.

Veeway can be used on Tar/Concrete Roads but its primarily used for indoor

applications and not on city high roads/highways. Thus Veeway comes under the

category of “Off the Road” vehicle.



MARKET LEADER IN ELECTRIC PERSONAL TRANSPORT

“THE SEGWAY”

ABOUT THE SEGWAY COMPANY

The Segway EPTs is a two-wheeled, self-balancing electric vehicle invented by Dean

Kamen.

It is produced by Segway Inc. of New Hampshire, USA and was unveiled on Dec. 3,

2001, following months of public speculation (First produced in 2002)

The name "Segway" is a homophone of "segue" (meaning ―smooth transition‖ in

Italian).

The company was sold in early 2010 to a group led by British millionaire Jimi Heselden,

chairman of Hesco Bastion.

Since its production in 2002, Segway has approximately sold 50,000 units sold till Feb’10

as against the company’s target of 40,000 units per year

70% of Segway’s sales are to institutions

The Riding experience

Computers and motors in the base of the device keep the Segway EPT upright when

powered on with balancing enabled.



Users lean forward to go forward, lean back to go backward, and turn by using a "Lean

Steer" handlebar, leaning it left or right.

Gyroscopic sensors are used to detect tilting of the device which indicates a departure

from perfect balance. Motors driving the wheels are commanded as needed to bring the

EPT back into balance.

Segway’s EPTs are driven by electric motors at up to 12.5 miles per hour (20.1 km/h).

Some of the User comments on experiencing a Segway ride – ―Riding a Segway is a

GREAT way to see the sights and have a lot of fun doing it‖, ―Segway is the most fun

I’ve had riding in a while‖

SEGWAY TECHNOLOGY

Dynamic stabilization

Dynamic stabilization is Segway’s proprietary technology that enables balancing. Its

benefits include incredible manoeuvrability, true zero turning radius, a small footprint

and providing a fantastically unique riding experience.

Electric propulsion

Besides being clean and extremely efficient, electric propulsion enables fine adjustments

to be made to each wheel (for turning and smoothing out the ride), and a precise,

software-based approach to traction control and braking.

Smart battery management

Segway is one of the world's largest customers of large format batteries, and was at the

forefront of the development of Lithium Ion batteries for transportation. The expertise

of Segway in advanced sensing has created an efficient battery with longer life. The

regenerative braking capability (being able to recharge while decelerating) is something

that differentiates Segway from its competitors.

Advanced sensing

The advanced sensing combination of propulsion, energy, inertial sensing and an

incredibly intuitive user interface of Segway enables a ride like no other.

Drive-by-wire

Segway uses the latest in sensory technology to enable safe control through redundant

systems that provide input for acceleration, braking, steering, and other functions.



SEGWAY ELECTRIC PERSONAL TRANSPORTER PORTFOLIO

i2

• Designed for easy operation over normal terrain

• Available in gloss white, anodized black, and new metallic sage

i2 Commuter

• Designed for your daily commute

• Specially equipped for commuting and running errands, indoors and out

i2 Cargo

• More cargo capacity than the i2 Commuter

• Givi® cases provide rugged, removable, lockable storage



REASONS FOR THE SEGWAY’S CONCEPTUAL SUCCESS & ADVANTAGES OF

SEGWAY

Concept

Pioneer & Breakthrough innovation

A welcome change from the common modes of transportation

Looks like a gadget from the future - a cool equipment

Eco Friendly

Features

Technological brilliance- balancing on 2 wheels

To support indoor operation, Michelin designed a special non marking tire

Completely sealed making it water proof

Speed control mechanisms using different keys

Very small footprint enabling to ride thru crowds easily

Easy Recharge - Recharging from a wall socket, by being pushed or running downhill,

for every 15 minutes of recharging the Segway PT can travel one mile

User Focus

Can be used even by old people/ people with arthritis etc

Tailor mode models for different uses like police, golf, rough terrain, cargo etc

Formation of the Segway User Groups

A wide range of accessories available for different users

Strong distribution network leading to ease of purchase

X2

• Provides enhanced performance on varied terrain

• All-terrain tires and wider track

X2 Adventure

• Size and muscle required for off-road

• Specially equipped for outdoor excursions

X2 Turf

• Low-pressure turf tires are gentle on any terrain

• Scratch resistant fenders double as lift handles and accommodate cargo accessories

X2 Golf

• Special low-pressure tires barely disturb the turf

• Specially equipped for any golfer

http://www.ehow.com/how_4831950_buy-segway-personal-transporter.html



Riding

Easy to learn and control

No license or registration required to ride a Segway

Novel & Fun way to ride

REASONS FOR THE COMMERCIAL FAILURE OF SEGWAY

Segway has approximately met only about 20% of its sales target since its inception. Some of the

reasons that could be attributed to the commercial failure of Segway are:

1) Price

The main reason for the commercial failure of Segway is its price. At $500) it is termed as highly

expensive and not that useful for all people. The reason for Segway getting its attention on the

road is its novelty and its infrequency. That infrequency is linked to the high prices. The price of

$5000 was said to be a result of low demand, legal expenses, factory building and technological

cost. Also adding a third wheel could have cut the cost by over 75%.

2) Hype

In the beginning of 2001 word began to spread that Dean Kamen was working on something

amazing that would revolutionize transportation and change the world. It was only referred to by

nicknames such as IT / Ginger and people were expecting a miracle. Such was the hype

generated, that when the Segway was revealed it could not match up with the expectations

leading to a pre purchase dissonance.

3) Focus on Invention and Not on Innovation

Segway’s focus was on Invention (believing that you alone have come up with the perfect idea

for a great product) and lost out on innovation (the ongoing iterative process of going back and

forth with the market to test and understand what the market wants and how to make your

product meet their needs).Thus the product failed as it did not bring about broad change among

the masses.

4) Value Proposition

A credible value proposition of the device was missing. Questions like - Why should someone buy a

Segway? What will this do for them that existing products can’t? , were not addressed to a great extent. In

essence, the Segway team had crafted a wonderful technical solution, but had failed to compete

effectively against cheaper alternatives



5) Technical Snag

Segway had set a very high standard by making its products technologically superior but their

recall of 23500 machines in Sep 2003 did create a negative impact on its already sluggish sales.

The recall was to correct a software problem that made the Segway to unexpectedly apply

reverse torque to the wheels, which can cause a rider to fall.

6) Legislation

Segway won legislative approval in 33 states to allow the scooters on sidewalks, but recently San

Francisco banned the machines from public sidewalks. Other government agencies including the

city of Oakland, Calif., and the state of Connecticut are considering a similar ban. Japan's roads

and traffic laws prevent their use on public roads and footpaths.

Note – Please refer Annexure 1 for the World Map showing Segway’s Global Penetration

SEGWAY IN INDIA Segway – Highest priced Personal transporter entering India; a highly price conscious

market where the concept is new and competition is negligible.

This strategy is in complete contrast to

Veeway – Low cost Personal Transporter entering North America; an image/brand

sensitive market where the concept of PT is 10 years old and the competition is growing

intense.

Highlights of Segway India Strategy

Tie-up with the Bird Group which has business interests in travel and information

technology. Bird Group is also into high end retail covering BMW cars to luxury yachts.

Price in India will be around Rs 3 lakhs. This is in line with the price of a car in India ( 2

nano cars).This price means that Segway in India will be a “ Richman’s Toy”

The first Segway showroom in India will be in Gurgaon, with Mumbai and Bangalore to

be added later this year. Segway is targeting about 30 Bird Stores in the country.

Jason Barton, vice-president, worldwide sales and marketing, at Segway has said they

expect the Indian market to be a significant one in the years to come.

The estimated size of the Indian market or details on how many units the company plans

to sell in its first year in India has not been divulged.



Initially, Segway plans to enter the Indian market with two base models—the X2 and I2.

The I2 is meant for indoor use while the more rugged X2 can be used outdoors.

The Bird Group plans to import the units from New Hampshire near Boston, as three

separate knocked-down parts and assemble them in Gurgaon. Import duties are higher

on fully assembled products

Target Segments

o Globally, 70% of Segway’s sales are to institutions. In India, that number is likely

to be even higher as Bird Segway plans to target only institutions, to start with.

o Large campuses like those at information technology firms where they can be

used for in-house transportation of executives.

o Patrolling narrow roads and alleys presents another opportunity.

o There are also plans to target tourist operators.

o Other target areas include Special Economic Zones, Airports, Golf Courses,

Malls & Factories

o In congested areas such as Paharganj & Chandni Chowk, the local police will find

it very useful, the flexibility of movement that Segway offers.

Travelling effortlessly through Mumbai’s Traffic is the key value proposition

The Indian actor Neil Nitin Mukesh being an automobile & technology enthusiast is

keen on trying a Segway in India

All Terrain Vehicles are popular in India and Segway’s robust capabilities could make it a

popular choice for outdoor adventure buffs.

COMPETITIVE ANALYSIS

CHARRIOT SCOOTERS The Chariot scooter is termed as a low cost Personal Transporter. The four wheel electric

―super-stable people mover‖, shuffles along at a warp speed of 10 MPH. The 10 watt motor has

a five hour charge time and max user weight of 250 lbs.

Features:

Rear wheel disc brake for sure stops

Intuitive handlebar control

Forward and reverse

Covers up to 15 miles on a single charge



250 lb. load capacity

Built-in turn signals and headlight

Safety horn

20-1/2″ x 19-3/8″ deck

16″ front wheel

Handlebars fold for storage

Keyed ignition for security

Charge level and speed gauges

Battery Indicator Gauge

Colors: silver, red, dark blue

Price: $500

Country of Manufacture – China

Manufacturer – Lambent Industries Co. Ltd

DAREWAY The personal transporter that is targeted at kids and also maybe at petite adults is a revolutionary

concept at an affordable price. The 12V rechargeable Dareway vehicle allows full 360 degrees

spins that make it suitable for limited spaces such as inside the home.



B

Features

Weighs 15kgs

Dareway is equipped with soft tyres that allow maximum traction in all conditions and

avoids scratching floors.

Electronically controlled motors provide a smooth and silent driving experience.

Sleek, silver lines give a futuristic style.

Battery Charge – lasts 1 or 2 hours

Travel forwards, backwards left and right by using the foot accelerator and thumb

operated directional buttons or even spin 360 degrees.

Price: $450

Country of Manufacture – United Kingdom

Manufacturer – Famosa

TRX PERSONAL TRANSPORTER

TRX electric scooter is a very well made, cost-efficient personal transporter for covering

significant ground in comfort and style. It is very useful for people who have arthritis

and deformity that makes walking very difficult or for handicap people. With TRX personal

transporter, they will have freedom to cruise around the neighborhood, easily get around

http://www.amazon.co.uk/gp/product/B00177ZHJO?ie=UTF8&tag=sport-leisure-21&linkCode=as2&camp=1634&creative=6738&creativeASIN=B00177ZHJO



to neighborhood stores, library, church, or other places. Without it, those people will need

someone to drive them. It is not only for fun, but a very useful personal transporter for both

adults & children.

TRX personal transporter is easy to assemble as only the handle bar needs to be attached. This is

a good quality and very durable electric scooter. This three wheel electric scooter is very safe

compared to a two-wheel electric scooter, hard to flip over and easy to use.



TRX electric scooter personal transporter product details:

patented unique design

Silver with TRX decals.

Thumb controlled throttle.

Left handle brake system.

Battery: 36 volt.

Battery life: over 300 recharge cycles

Dual 150-Watt motors.

Product Dimensions: 22.5 x 44 x 46.5 inches ; 70 pounds

Shipping Weight: 79 pounds

Features:

Incredibly tight two-foot turning radius

16-inch front air-filled tire

Eight-inch rear rubber puncture-proof tires

Six-inch rear urethane wheels that prevent scooter from tipping over and allow for trick

riding

Maximum weight of 220 pounds

Speeds up to 12 mph (depending on rider's weight)

Requires 36V/7AH rechargeable battery and UL-listed charger (included)

Adult assembly required

Price: $450

Country of Manufacture – Not Available

Manufacturer – Not Available

http://www.amazon.com/dp/B00030EOUO?tag=kid-and-family-20&camp=14573&creative=327641&linkCode=as1&creativeASIN=B00030EOUO%20&adid=04HTDP1BSNVYP6JYK865&



Q CHIROT Q Series Transportation

The Q1 Chirots are designed for indoor and outdoor environments. Its whisper quiet motor,

ease of use, eye catching design and affordable price are what make it unique. Our new Q2

features geared motors for superior torque and ability to climb inclines with ease. It also has all

electronic braking. The Q2 is ideal for convention centers, warehouses, parking lots etc. It can

take you places that a car or bicycle can't - including inside many stores, office buildings,

businesses, airports, and even elevators. Its simple operational and adjustable top speed allows

safe use for all ages. Q3 is in the Research and Development Stage.

Q1 Series

Motor Power: 15Wx2

Battery: 24V, 17Ah

Life of Battery: Above 300 Cycles

Charger: 110V-220V

Charging Time: 8 - 6 hours

Distance per charge:15 miles

Rated Top Speed: 10 MPH

Max capacity: 300 lbs

Wheel:16"aluminum

Price - $799

Q2 Series

Motor Power: 15Wx2

Battery: 24V, 17Ah

Life of Battery: Above 300 Cycles

Charger: 110V-220V

Charging Time: 8 - 6 hours

Distance per charge:15 miles

Rated Top Speed: 10 MPH

Max capacity: 300 lbs

Wheel:16"aluminum

Price - $ 1299

Q1 Series

Q2 Series Q3 Series



\ Price: $799 - $1299

Country of Manufacture – United States of America

Manufacturer – Green Transporter



ORBIS With car based culture at its boom, city roads have been cramped for space, causing massive

traffic jams and halting the pace of life in the urban environment. Offering an alternative to

driving a car in the cities, the ―Orbis‖ is a compact electric vehicle that reduces congestion,

pollution and parking requirements and makes metropolitan cities a better place to live. Looking

more like a Segway, the Orbis is a one wheeled self balancing vehicle, thanks to the technology

guided by gyroscopes, which generates power from an internal hub motor and lithium ion

battery and helps in improving the surroundings.

The urban mobility vehicle being compact moves with little efforts on part of the commuter and

parks itself straight into your home or office. Featuring an aluminum body, the Orbis is capable

of reaching the top speed of 22km/h and weights about 25lbs. The wheel cannot be

compromised in any way; therefore other components of the vehicle take a form that confirms

to the wheel’s shape. When not in use, the Orbis enfolds in a compact size so you may carry it

effortlessly inside your place.



The control stems folds around the single, self-balancing wheel, unlike the two-wheel and rigid

column that characterizes the Segway. A built-in gyroscope supposedly keeps the whole vehicle

balanced. The portability of the Orbis will prove to be a plus.

Price: Not Available

Country of Manufacture – Not Available

Manufacturer – Not Available



T3 MOTION The T3 Series is truly the next generation in green personal transportation solutions. The

groundbreaking T3 Series all-electric stand-up vehicle (ESV) is available in an international

model built to metric specifications, the T3 i-Series. This zero-gas-emission, clean-energy

innovation is simple, intuitive and economical to operate. With significant breakthroughs in its

proprietary power management and propulsion system, this performer delivers high "km/h"

equivalent, long battery run time, short recharge time, and swappable battery modules. It is

highly stable with a low center of gravity, offers wide visibility for the driver, striking a

commanding presence, can access restricted spaces including elevators and narrow corridors,

handles curbs easily, and is highly agile with a zero-degree turning radius.

The T3 i-Series is designed to enhance patrols to save driver energy and increase response times.

Lockable, onboard storage is easily accessible. For maximum flexibility, two swappable battery

packs mean virtually no downtime. And, with dramatically fewer parts than gasoline-powered

vehicles, the T3 i-Series is high on reliability and low on maintenance. Not to mention an

operating cost of around 10 cents per day.



Electric Vehicle Zero gas emissions, Clean energy vehicle

Easy to Operate Simple and intuitive to drive

Economical Low cost of Operation

Unlimited Range Field swap-able power modules

Charge Time 3 - 4 hours

Enhanced Visibility 22 cm raised platform offers visibility above the crowd

Agility 0-degree turning radius

Integrated LED Lighting Headlights, Brake lights, Running lights, and Emergency lights

Speed Range Use Selectable -- 8 km/h - 25 km/h

Cargo Capacity 175 kg (rider + equipment)

Other Features Turn Signals, Hazard Lights, CE and EMC Certification



Manufacturer – T3 Motion



TOYOTA WINGLET Toyota Motors has recently showed off a new stand-up personal transporter that could one day

be seen zipping alongside the Segway on the personal-transporter superhighway. The "Winglet"

has a body the size of an A3 sheet of paper that houses an electric motor, two wheels, and

internal sensors that constantly monitor the rider's position and make adjustments in power to

ensure stability.

MODEL SMALL MEDIUM LARGE

LENGTH (mm) 265 265 265

WIDTH (mm) 464 464 464

HEIGHT (mm) 462 680 1130

WEIGHT (kg) 9.9 12.3

MAXIMUM CRUSING

SPEED (km/h) 6

TURNING RADIUS (m) 0 (ABLE TO ROTATE WITHIN ITS OWN SPACE)

CRUISING RANGE

(km) 5

10

CHARGING TIME 1 HOUR (FULL CHARGE)



A parallel link mechanism lets riders go forward, backward, and turn by shifting body weight,

making the Winglet potentially useful for maneuvering in tight spaces or crowded urban

environments.

Riders can cruise around at a leisurely 3.7 mph--not ideal for rushing to a meeting, but nice for

scooting around a shopping mall, perhaps. (The Segway, by comparison, can hit 12.5 mph.)

The Winglet comes in small, medium, and large sizes ranging in height from 18 inches to 3 feet 8

inches, with handlebars that also rise to different levels. All three models are about 18 inches

wide and 10 inches long. The smallest version weighs 22 pounds, and can be folded and tossed

into a (big) bag for optimal carrying comfort. All versions of the device take an hour to charge.

The company is currently testing its vehicles at shopping complexes, airports and other busy

locales


Country of Manufacture – Japan

Manufacturer – Toyota



HONDA U3-X The Honda U3-X is a self-balancing one-wheeled electric vehicle similar to the Segway PT.

Honda developed the U3-X with technology originally developed for ASIMO the bi-pedal

human robot project. Honda states that the "U" stands for unicycle and for universal. It was

unveiled by Honda's CEO on September 24, 2009.. Time Magazine called it one of the 50 best

inventions of 2009. In April 2010, Honda engineers did a short demonstration of two of the

devices in Times Square, New York City.

Honda U3-X is a compact experimental device that fits comfortably between the rider's legs, to

provide free movement in all directions just as in human walking - forward, backward, side-to-

side, and diagonally. It uses Honda Omni-Traction (HOT) drive system to permit it to move in

any lateral direction. It has not been announced yet whether the vehicle will be offered for

consumer sale.

Key specifications of the Honda U3-X:

Length 313 mm

Width (stowed) 160 mm

Height (stowed) 647 mm



Weight < 10 kg (22lbs)

Top speed 6 km/h

Drive system: Omni Traction Drive System

Battery type: Lithium-ion battery

Operation time: ~1 hour


Country of Manufacture – Japan

Manufacturer – Honda



EVRIDER Stand-N-Ride Scooter

Stand-N-Ride is a simplified mobility scooter work-horse with a smooth ride. It is excellent for

warehouse applications, school/college campus, shopping complexes, enclosed parking garages,

security officers for patrol or just about any application that you need silent transportation.

Features:

Powerful 500 Watt 24 V BLDC Motor

Forward and Reverse Speed

15 – 20 mile range

15 mph top speed

Slow mode (half speed) and fast mode

switch (full speed)

300 lbs capacity

For detailed specifications refer the link given below:

http://www.evrider.com/stand-n-ride-scooter.html

Price: $975


Manufacturer – EVRider

Please refer Annexure 2 for Comparison of Electric Personal Transporter Brands

VALUE PROPOSITION ANALYSIS OF COMPETITORS Please refer Annexure 3 for Value Proposition analysis of Electric Personal Transporter

Brands.



MARKET DYNAMICS

ENVIRONMENT ANALYSIS FOR ELECTRIC PERSONAL TRANSPORTERS

A SNAPSHOT OF THE UNITED STATES MARKET

Area - Thirds Largest country with 3.79 million square miles (9.83 million km)

Population

Third Largest with 309 million people

Population growth rate 0.977%

Approx 82% of the population live in Urban Areas

•Owning a Personal Transporter would be classified as more of a self esteem need in terms of Maslow’s Heirarchy

•No one really needs a PT but for its trendy & cool status symbol look, thus making this market quite small.

•A PT user also wants to portray his environmentally conscious image by using an eco friendly product.

SOCIAL

•Considering the price of most PTs it is evident that most people would not have the disposable income to purchase such a product thereby making this market a very selective one.

•However there is a sign that certain brands are coming up with low Cost Personal Transporters.

ECONOMIC

•People are increasingly dependent on technology in their daily lives and in the case of the PT; people find it easier to replace walking with this machine.

•Some of the cultural keynotes include “Time is money”, “Go Green”, “Save Fuel”, “ Cleaner Air” , “Take Life Easy” etc...

CULTURAL

•The PT is a result of a technological innovation and it is definitely poised to continuously develop.

•PT could be the transportation of the future and will be the base for many more technological marvels from competitors.

TECHNOLOGICAL

•Since the laws governing the use of PTs on sidewalks & roads vary within state & country, one can expect several tweaks in governmental regulations, considering the potential of this product.

LEGAL



TOP 10 CITIES BY POPULATION

Rank Core city Metro area

population

Region

1 New York

City

19006798 Northeast

2 Los Angeles 12872808 West

3 Chicago 9569624 Midwest

4 Dallas 6300006 South

5 Philadelphia 5838471 Northeast

6 Houston 5728143 South

7 Miami 5414772 South

8 Atlanta 5376285 South

9 Washington,

D.C.

5358130 Northeast

10 Boston 4522858 Northeast

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POPULATION (in numbers)

POPULATION (in numbers)



Economy - World's largest national economy, with an estimated 2009 GDP of $14.3 trillion (a

quarter of nominal global GDP and a fifth of global GDP at purchasing power parity).

Diversity - It is one of the world's most ethnically diverse and multicultural nations, the product

of large-scale immigration from many countries

Income

According to the United States Census Bureau, the pretax median household income in

2007 was $50,233.

The share of income of the top 1%—21.8% of total reported income in 2005—has more

than doubled since 1980 which means the HNI( PT Target Segment) are getting

wealthier.

Wealth, like income, is highly concentrated: The richest 10% of the adult population

possesses 69.8% of the country's household wealth, the second-highest share among

developed nations. The top 1% possesses 33.4% of net wealth.

Split-Up of Personal Disposable Income

47.37

28.02

13.17

5.26.24

% OF INDIVIDUALS

Less Than $25K

$25K - $50K

$50K - $75K

$75K - $100K

More Than $100K



Income Range Number of individuals (in

thousands) Percent Cumulative Percentages

Under $2,500 12,945 6.11

Less than $25K 47.37%

Less than $50K 75.37%

$52,500 to $4,999 7,408 3.5

$5,000 to $7,499 9,980 4.71

$,7500 to $9,999 11,496 5.43

$10,000 to $12499 12,874 6.08

$12,500 to $14,999

9,107 4.3

$15,000 to $17,499

11,052 5.22

$17,500 to $19,999

7,749 3.66

$20,000 to $22,499

10,944 5.17

$22,500 to $24,999

6,798 3.21

$25,000 to $50,000

$25,000 to $24,999

9,192 4.34

$25K-$50K 28.02%

$27,500 to $29,999

5,749 2.71

$30,000 to $32499 9,835 4.64

$32,500 to $34,999

4,243 2.00

$35,000 to $37,499

7,917 3.74

$37,500 to $39,999

3,978 1.88





$40,000 to $42,499

7,568 3.57

$42,500 to $44,999

2,879 1.36

$45,000 to $47,499

5,106 2.41

$47,500 to $49,999

2,888 1.36

$50,000 to $75,000

$50,000 to $52,499

6,569 3.10

$50K-$75K 13.17%

$50K-100K 18.37%

$52,500 to $54,999

2,394 1.13

$55,000 to $57,999

3,360 1.59

$57,500 to $59,999

1,776 0.84

$60,000 to $62,499

4,345 2.05

$62,500 to $64,999

1,576 0.74

$65,000 to $67,499

2,602 1.23

$67,500 to $69,999

1,307 0.62

$70,000 to $72,499

2,857 1.35

$72,500 to $74,999

1,104 0.52

$75,000 to $100,000





$75,000 to $77,499

2,166 1.02

$75K-$100K 5.20%

$77,500 to $79,999

973 0.46

$80,000 to $82,499

2,135 1.01

$82,500 to $84,999

751 0.35

$85,000 to $87,499

1,193 0.56

$87,500 to $89,999

613 0.29

$90,000 to $92,499

1,385 0.65

$92,500 to $94,999

525 0.25

$95,000 to $97,499

830 0.39

$97,500 to $99,999

448 0.21

$100,00 or more

$100,00 or more 13,215 6.24



Age-wise Income Distribution

Age

Median age- 36.7 years (2009 est.)

Age Split up

0–14 years: 20.2%

15–64 years: 67.0% (Target Segments)

65 years and over: 12.8%

Transport

Everyday personal transportation in America is dominated by the automobile.

As of 2003, there were 759 automobiles per 1,000 Americans, compared to 472 per 1,000

inhabitants of the European Union the following year.

The average American adult (accounting for all drivers and non-drivers) spends 55

minutes driving every day, travelling 29 miles (47 km).

Media

Americans are the heaviest television viewers in the world, and the average viewing time

continues to rise, reaching five hours a day in 2006.

Americans listen to radio programming, also largely commercialized, on average just over

two-and-a-half hours a day.



Aside from web portals and search engines, the most popular websites are Facebook,

YouTube, Wikipedia, Blogger, eBay, and Craigslist

INDIAN POPULATION IN US – A MARKET EDGE FOR VEEWAY

According to the American Community Survey of the U.S. Census Bureau, the Asian

Indian population in the United States grew from almost 1,679,000 in 2000 to 2,570,000

in 2007: a growth rate of 53%.

The U.S. states with the largest Indian American populations, in order:

California >New York>New Jersey>Texas>Illinois

There are also large Indian American populations in Pennsylvania, Florida, Michigan,

Maryland, Virginia, Georgia, Ohio, San Francisco, San Jose, Oakland, Chicago, Los

Angeles, Washington, Baltimore, Philadelphia, Boston, Detroit, Houston, Dallas, Ft.

Worth, Charlotte, North Carolina and Atlanta.

The New York metropolitan area, consisting of New York City and adjacent areas

within the state of New York as well as nearby areas within the states of New Jersey,

Connecticut, and Pennsylvania, is home to approximately 600,000 Indian Americans as

of 2009, comprising by far the largest Indian American population of any metropolitan

area in the United States

According to the 2000 U.S. Census, Indian American men had "the highest year-round,

full-time median earnings ($51,094)", while Indian American women had a medium

income of $35,173.

INDIAN PRODUCT ACCEPTANCE AS COMPARED TO CHINESE – AN

ADVANTAGE FOR VEEWAY

A majority of Americans are not averse to purchasing made-in-India products,

but opposite is the case for those made in China, according to a survey

conducted by renowned US-based business magazine Fortune. "Nearly three-in-

five (57 per cent) Americans are less likely to buy a product if it is made in China. When

products are manufactured in other areas, such as Eastern Europe, Western Europe,

Canada, India, Africa, Mexico, Japan and South Korea, nearly a majority say it does not

matter.



In the wake of some of the American companies, including toymaker Mattel recalling

products they sourced from China due to high lead content, nearly three in five (57 per

cent) of the US citizens surveyed by Fortune said they were 'less likely to buy a product if

it is made in China'.

However, as much as 52 per cent of the survey respondents said such an incident would

not affect their purchasing decision if the product is made in India.

In the survey only 35% of Americans said they were 'less likely' to purchase a product

manufactured in India, while for China-made products 49% said they were 'less likely' to

do so.

FACTORS AND DEVELOPMENTS INFLUENCING THE GROWTH OF ELECTRIC

PERSONAL TRANSPORTERS

Rise in Fuel Prices

Norms on emission

―Eco friendly‖ the buzzword

Focus on simplified control / ease of use

Better battery technology

Instant response – control systems that use advanced DSPs

Focus on energy efficiency

Lightweight composite materials

Obstacle avoidance systems-sensors and software that would reduce the skill required to

maneuver in crowded traffic areas.

Time consciousness

CHALLENGES & BARRIERS

Much innovative technological advancement exists, but making them available at an

economic price is what matters. The question for consumers is whether they can justify

adding an additional $2000 to $5000 to their transportation budget.

The transporter has experienced a marketing barrier due to current laws regarding

powered vehicles. Many cities make it illegal to operate powered vehicles in pedestrian

areas, while other regulations forbid slow vehicles on roadways. Can be driven on

suburban side streets but is barred from arterials and freeways, which require a minimum

speed of 35 miles per hour.

Obstacle avoidance system is to be used in places heavily populated is still far off.



Another serious limitation is the inability of the transporter to navigate curbs or stairs,

which are common in urban areas. A large potential application for the transporters

would be commuters traveling between home and the subway. Typically, there are several

long flights of stairs between the subway entrance and the train platform. Stair climbing

would mesh with the transporter's ability to maintain balance, and an articulated

mechanism between the two wheels could offer a stair step motion

Safety while riding personal transporters

Mindset that people riding a Personal Transporter look like a simpleton/dork

OUR RECOMMENDATIONS FOR VEEWAY Veeway’s forte areas would be its price, high miles per recharge and expertise of Emmel Vheelers

in Eco Friendly automobiles. Areas which need more focus include the non-availability of

accessories, advanced tech features and targeting niche markets.

Unique Selling Proposition (USP) of Veeway

“Less ($) Charge; More (miles) per Recharge!”

The Unique selling point for Veeway would be the Price Factor - Low Initial cost ($540) and

Low travelling cost (40 km for an 8hr charge).

Positioning – Low Cost Electric Personal Transporter from India

Target Segment

Segment The Current Target

Segment for EPTs

Extended Target

Segment for Veeway

Geographic Busy urban congested cities Semi – Urban

Demographic - Age Type 1: Working class (25 – 35)

Type 2: Elderly People (aged >40 )

Youngsters – 15 to 25

Demographic - Income >$75,000 pa $25,000 to $50,000 pa

Psychographic Independent, Time/lifestyle/environmentally conscious, fun loving, Tech-Savvy people



Applications

Currently Focused Markets New Markets To Focus

Factories Amusement Parks & Zoos

Big Shopping Malls Casinos

Sport Complexes Postal Departments

Societies Parking Garage

Schools & Universities Hospitals

Airports Railway Security

Big Warehouses Harbor Docks

Police Use (Homeland Security) Commute between Home & Office in

integrated townships

Entertainment Zones Beach Security

Sporting Venues Retirement Homes

Government Agencies & Federal

Buildings

Courier Service

Tour / Sightseeing – For rental service Bomb Disposal Squad – Requires less O2

depletion while moving in bomb disposal

unit

IT Parks

Golf Courses

Parks

Military Base



TECHNICAL IMPROVEMENTS FOR THE FUTURE 1. LCD display showing miles run/Vehicle condition etc

2. Turning Radius Zero

3. Forward & Reverse

4. Tires made of a silica compound, which provides good traction even on wet surfaces.

5. Tires that do not leave marks

6. Security - electronic key system. The key, which looks something like a car lighter, stores

a 128-bit encrypted digital code.

7. Programmable Settings – Key or Input to store customized settings like max speed etc

8. Shopping bag Handling

9. Adjustable height handle bars

10. Baby stroller attachment

11. The software to automatically slow the device when the battery level drops to a certain

level, as ignoring a low battery warning could lead to falling.

12. Seat as extra attachment

13. Attachment to hold laptop bag

14. Spare battery holder

15. Ability to recharge while decelerating or being pushed

16. Puncture Proof Tires

Note – Please refer Graph for Time and Cost Implementation Below



TIME AND COST IMPLEMENTATION GRAPH

HIGH

X2 X15

X6 X11

X3

X7

X10

X5

TIME TO X4 IMPLEMENT

X9

X1

X14 X12

X13 X16

X8

LOW HIGH COST TO IMPLEMENT COLOR CODING GREEN – Quick Deliverables (Implementation would add to customer satisfaction) BLUE – Does not require a big budget but would take some time to implement ORANGE – Requires High Investment in Time & Cost (Technological Brilliance)



STRATEGIES TO INCREASE SALE OF PERSONAL TRANSPORTERS

Target Large organizations & government agencies as their use would in increase word

of mouth.

Distribute the first few hundred machines to athletic groups, like college polo teams or

soccer teams and pay them to develop games with the device.

Offer a few hundred more, around the country, to some bicycle clubs, skate boarders,

extreme sports stars and surfers. Let the young, adventurous people in society, who are

not behavior bound, find new, useful and most importantly, fun roles for the Veeway.

Try to develop a distribution pattern that matches the usage patterns. For example if

bicycle riders are the most keen on the Veeway, target bicycle dealers for distribution,

same for sport goods stores.

Target Retirement homes and people with functional disability. It would explain Veeway

as an assistive device - Good for Public Relations.

Create rental stores & repair shops in the same location as the distribution outlets

Target states with Indian Population

Focus on Social Networking sites to understand the feedback of users and build the

brand

Encourage the formation of Veeway user groups.

Supply Veeway’s at subsidized rates to agencies like Newspaper delivery to increase the

brand awareness

POTENTIAL DISTRIBUTORS FOR VEEWAY Please refer Annexure 4 containing online and offline distributors attached



LEGISLATIONS FOR ELECTRIC PERSONAL TRANSPORTERS

LEGISLATIONS IN CANADA Can be operated on roads and sidewalks in Ontario by

1. ―A police officer may, in the course of his or her duties, operate a Segway‖

2. ―A letter carrier who is an employee of Canada Post Corporation may, while engaged in door-

to-door delivery of mail, operate a Segway‖

3. ―A person who is 14 years old or older may operate a Segway if his or her mobility is limited

by one or more disabilities, conditions or functional impairments‖ Sc 6

LEGISLATIONS IN UNITES STATES

State-wise laws on Electric Personal Transporters

STATE PERMITTED ON SIDEWALKS/BICYCLE

PATHS PERMITTED ON ROADS

HELMETS REQUIRED

MINIMUM AGE

PEDESTRIAL LAWS APPLY

Alabama Sidewalks and bicycle paths Yes, but municipalities may restrict on roads

w/speeds more than mph

Alaska Sidewalks and bicycle paths Yes

Arizona Sidewalks Yes, if no sidewalks avail. 16 Yes

Arkansas No state-wide prohibitions; local regulations may exist.

California Sidewalks and bicycle paths, except where regulated by

local jurisdiction Yes Yes

Colorado Has not yet enacted legislation affirmatively permitting Segway use on public ways.

Connecticut Has not yet enacted legislation affirmatively permitting Segway use on public ways.

Delaware Sidewalks and bicycle paths Yes on highways w/ speed

limits upto 30 mph < 18

D.C. Sidewalks (except in central

business district) 16

Florida Sidewalks and bicycle paths Yes on streets w/ speed

limits up to 25 mph < 16





HELMETS REQUIRED

MINIMUM AGE


Georgia Sidewalks Yes on streets w/ speed limits up to 35 mph and

separate bike lanes < 16

16 to use on

highways Yes

Hawali Sidewalks and bicycle paths 16

Idaho Sidewalks Yes

Illinois Sidewalks Yes Yes

Indiana Bicycle paths Yes

Lowa Sidewalks and bicycle paths 16

Kansas Sidewalks Yes Yes

Kentucky No state-wide prohibitions - local regulations may exist.

Louisiana Sidewalks and bicycle paths Yes on highways w/ speed

limits upto 35 mph

Maine Sidewalks and bicycle paths

Yes on highways w/ speed limits upto 35 mph if no sidewalk or bicycle path

avail.

Maryland Sidewalks and bicycle paths Yes on highways w/ speed

limits upto 30 mph if no sidewalk avail.

< 16

Massachusetts Has not yet enacted legislation affirmatively permitting Segway use on public ways.

Michigan Sidewalks and bicycle paths Yes on streets w/ speed

limits upto 35 mph

Minnesota Sidewalks and bicycle paths Yes on highways w/ speed

limits upto 35 mph if no sidewalk avail.

Yes

Mississippi Sidewalks and bicycle paths Yes on any streets where

bicycles are permitted





HELMETS REQUIRED

MINIMUM AGE


Missouri Sidewalks and bicycle paths Yes on streets and

highways w/ speed limits upto 45 mph

16 Yes

Montana Sidewalks and bicycle paths Yes on roadways w/

speed limits upto 35 mph

Nebraska Sidewalks and bicycle paths Yes except on freeways

and the interstate highway system

Nevada Sidewalks and bicycle paths Yes

New Hampshire Sidewalks Yes Yes

New Jersey Sidewalks and bicycle paths Yes Yes 16

New Mexico Sidewalks and bicycle paths Yes < 18 Yes

New York Sidewalks and bicycle paths Low speed roadways

North Carolina Sidewalks and bicycle paths Yes on streets w/ speed

limits upto 25 mph Yes

North Dakota Has not yet enacted legislation affirmatively permitting Segway use on public ways.

Ohio

Sidewalks unless marked for exclusive use of

pedestrians and bicycle paths

Yes on streets w/ speed limits upto 55 mph

< 18 14

Okiahoma Sidewalks, bicycle paths

and walking trails

Yes on roadways w/ speed limits upto 25

mph

Oregon Sidewalks and bicycle lanes

and paths Yes on streets w/ speed

limits upto 35 mph <= 16 16 Yes

Pennsylvania Sidewalks Sidewalks < 12 < 12

Rhode Island Sidewalks and bicycle paths Yes unless highway prohibits bicycles

16 Yes





HELMETS REQUIRED

MINIMUM AGE


South Carolina Sidewalks and bicycle paths Yes if no sidewalk avail. Yes

South Dakota Sidewalks Yes

Tennessee Sidewalks and bicycle paths Yes

Utah Sidewalks and bicycle

paths; pedestrians have right of way

Yes on streets w/ speed limits upto 35 mph and

less than 4 lanes < 18 16

Vermont Sidewalks and bicycle paths 16 Yes

Virginia Sidewalks Yes on streets w/ speed limits upto 25 mph and

if no sidewalk avail

< 15 if by local

ordinance 14 Yes

Washington Sidewalks, trails and bicycle

paths as determined by local governments

Yes

West Virginia Sidewalks Yes Yes

Wisconsin Sidewalks

Yes, however localities may prohibit them on certain streets or on streets with speed limits over 25 mph

Wyoming Has not yet enacted legislation affirmatively permitting Segway use on public ways.



SWOT ANAYSIS OF VEEWAY IN US/CANADA

STRENGTHS

•Price

•Travel of 40 km per charge

•Choice of colors

•Does not have a sophisticated balancing mechanism

•Manufacturing excellence

•Backing of the Parent Group (FIE)

WEAKNESSES

•First time entry into the North American Market

•Lack of accessories compared to competitors

•Lack of special features like reverse mode, top speed setting etc

•4 wheeler technology

OPPORTUNITIES

• Target niche markets & newer markets

• The Personal Transporter is still in the nascent stage

• Target Indian Population

• Positioned as Low cost Personal Transporter

• Use various distribution channels like E-bikes, Bicycles etc in comparison to competitors who undertake exclusive distribution

• Improve Public Relations by supplying the PTs to organizations and communities

THREATS

• Americans prefer their own products to foreign products

• New competition from Japanese – Toyota & Honda

• The Market is filled with more than 10 competitors each with their own differentiation

• Legislations regarding use of Personal Transporters in road & sidewalks

• The demand is relatively less and not estimated

SWOT ANALYSIS FOR VEEWAY IN US/CANADA



PLAN OF ACTION

SIX SIGMA CHART

MANAGE

Product Performance Tracking, Sales Review, Customer Service and other administrative issues

ROAD MAP FOR IMPLEMENTATION

Export Approval Process, Pilot Testing, Marketing, Tie-up with distributors and retailers for Sale

OUR RECOMMENDATIONS

Target Marget - Common Markets & New Markets

Technological Recommendations - Forward & Reverse, Adjustable Handle Bars

ANALYSIS

Veeway is Eco-Friendly, Low Cost, Gives More Miles per Recharge & User Friendly

OBJECTIVES

To Understand the Competitive Market of EPTs in US and Canada

NEED

Emmel Vheelers has plans to export Veeway EPTs to US and Canada



CONCLUSION

The Electric Personal Transporters (EPTs) has immense potential as a product owing to

its utilities & benefits. However there is still scope for improvement in terms of the safety and

technology.

The US/Canada market is home to various brands of PTs each offering different value

propositions. Breakthrough innovator Segway has had the First Mover Advantage leading to an

enhanced Brand Image, owing to its technological brilliance; but its major shortfall is in its price.

Though there are a few low cost personal transporters, their lack of focus on target segment,

markets and positioning are some of the reasons for not being a major success. This is where

Veeway could step in;

By offering a good quality product at a low cost it has the potential to reach out to the

masses.

Being an Indian company, it could strike an emotional chord with the large

number of Indians living in the US.

Being a no frills product Veeway could come out with separate accessories or add in

minor changes in the future as recommended, based on the market pulse.

As the market potential has not been clearly estimated one could consider the Bicycle market as

its closest market for extrapolation (2000 US census shows 4.9 million bicycle users in US).As

Veeway is a low cost PT it could compete effectively against Bicycles. This means that even a

realistic 5% share would result in about 2 lakh units which are significantly higher than the

50,000 units sold by Segway over a span of almost 10years.

The move by Japanese giants Toyota & Honda to foray into Electric Personal Transport and the

launch of Segway in India are signs that EPTs would be a worldwide product. With the right

pricing, positioning, distribution & focus on niche applications, Veeway has the potential to

make competition stand up and take notice!



REFERENCE AND BIBLIOGRAPHY

http://www.electricveebikes.com/electric-personal-transporter.html

http://www.eetimes.com/consumer/showArticle.jhtml?articleID=51200434

http://www.howstuffworks.com/ginger.htm

http://www.livemint.com/2010/02/03230158/Segway-to-enter-India-in-March.html

http://hight3ch.com/top-5-personal-transporters/

http://www.slipperybrick.com/category/personal-transport/

http://www.carblogindia.com/indian-sageway-lookalike-veeway/

http://www.wired.com/gadgetlab/2008/08/toyota-announce/

http://www.yankodesign.com/2010/02/09/get-a-jiffy-ride/

http://www.wired.com/gadgetlab/2010/03/taurus-concept-is-like-hot-segway-bike-

from-the-future/

http://soccernews.bigsoccer.com/article/0fUHajx2I3fAN

www.segway.com

http://www.crunchgear.com/2009/12/05/greatest-luggage-of-all-time-turns-into-a-

scooter/

http://www.techdirt.com/articles/20090730/1958335722.shtml

www.thebestpageintheuniverse.net/c.cgi?u=segway_more_complicated_than_it_needs_t

o_be

http://www.paulgraham.com/segway.html

http://phillips.blogs.com/mwa/2004/03/segway_the_righ.html

http://www.thespacereview.com/article/636/1

http://www.andrewmchoi.com/2009/01/new-product-failure-segway.html

http://www.tuvie.com/search/personal+transportation+vehicles

http://dvice.com/archives/2010/06/5-ripoff-segway.php

http://www.pertrans.com/

http://www.uberreview.com/2007/01/chariot-scooter-the-poor-mans-segway.htm

http://www.glowgadgets.co.uk/dareway.shtml

http://www.slipperybrick.com/category/personal-transport/

http://hight3ch.com/top-5-personal-transporters/

http://www.rad2go.com/index.html



http://www.yankodesign.com/2010/04/29/rollin-singularity/

http://www.t3motion.com/t3_motion.html

http://www.hammacher.com/Product/Default.aspx?sku=11738&refsku=11641

http://singularityhub.com/2010/04/22/7-cool-segway-videos-or-how-i-learned-to-stop-

laughing-love-the-segway/

http://www.oppapers.com/essays/Segway-Case-Study/68875

http://www.faqs.org/patents/app/20090101427

http://www.mto.gov.on.ca/english/dandv/vehicle/emerging/

http://www.segamerica.org/

http://www.segamerica.org/faq.html

http://ezinearticles.com/?5-Frequently-Asked-Questions-About-the-

Segway&id=4465274

http://www.birdsegway.com/contact-us.htm

http://urbanscooters.com/cgi-bin/urbanscooters/electric-scooters.html

http://www.myusabusiness.com/content.html?id=3005

www.emmelvheelers.com

http://www.electricveebikes.com/electric-personal-transporter.html

http://www.mynews.in/Emmel_Vheelers_plans_to_triple_its_sales_from_mid-

2010_N34874.html

http://www.carblogindia.com/indian-sageway-lookalike-veeway/

http://www.glowgadgets.co.uk/dareway.shtml

http://www.wired.com/gadgetlab/2008/08/toyota-announce/

http://spectrum.ieee.org/automaton/robotics/industrial-robots/041210-riding-honda-

u3-x-unicycle-of-the-future

http://www.ecvv.com/product_directory/Chariot-Scooter.html

http://lambent.en.made-in-china.com/product/SolxYNmugDcD/China-Chariot-

Scooter-Segway-Scooter-Electric-Scooter-ES002-.html

http://www.asianproducts.com/mcs/A12193729586501231_A9398097087679_0_1/ele

ctric-scooters.html

http://forums.segwaychat.com/



Annexures



Annexure 1 - World Map Showing Segway’s Global Penetration



Annexure 2 - Comparison of Electric Personal Transporters Brands

Company Motor Battery Type Battery Voltage

Input Power

Max Speed in

km/h

Max Load Capacity

in Kgs

Brake Type

Wheel Size

Weight in Kgs

Charging Time in Hours

Turning Radius

Travel Per

Charge in Kms

Price in $

Other Key Features

Veeway 350 watts Brushless DC

Sealed Lead Acid Battery (Rechargeable)

36 V, 12 Ah. 230 V, AC-50 Hz

16 120 Disc Brake

16 45 4- 6 360 degrees

40 450 N/A

Chariot Scooters

180 watts Hub Motor x 2

Lead Acid 36V/17Ah lead acid

N/A 16 115

Rear Wheel Disc Brake

16" N/A 5 N/A 24 500

Forward and Reverse, Foldable Handlebars for easy storage, Battery Indicator

Dareway N/A N/A 12V Rechargeable Battery

N/A N/A N/A N/A N/A 15 N/A N/A N/A 300

only for kids and petite adults, Battery Charge lasts 1 - 2 hours

TRX Personal Transporter

150-Watt motors x 2

N/A 36 Volts/7Ah

N/A 19 100 N/A 16" 32 N/A N/A N/A 450 N/A

Q1 Chirots 15Wx2 110V-220V

N/A 24V, 17Ah N/A 16 136 N/A 16" N/A 8 - 6 N/A 24 799 N/A

Q2 Chirots 15Wx2 110V-220V

N/A 24V, 17Ah N/A 16 136 N/A 16" N/A 8 - 6 N/A 24 1299 N/A



Company Motor Battery Type Battery Voltage

Input Power

Max Speed in

km/h

Max Load

Capacity in Kgs

Brake Type

Wheel Size

Weight in Kgs


Turning Radius

Travel Per

Charge in Kms

Price in $

Other Key Features

Orbis N/A Lithium Ion Battery

N/A N/A 25 N/A N/A N/A 11 N/A N/A 20 N/A

Aluminium Body, Easy Handling when not in use

T3 Motion N/A N/A N/A N/A 40 N/A N/A N/A N/A 3 - 4 0 degree N/A N/A N/A

Toyota Winglet - S Model

N/A N/A N/A N/A 6 N/A N/A N/A 9.9 1 0 degree N/A N/A N/A

Toyota Winglet - M Model


Toyota Winglet - L Model


Honda U3-X N/A Lithium Ion Battery

N/A N/A 6 N/A N/A N/A 10 1 N/A N/A N/A N/A

EVRIDER 550 watts 24 V BLDC Motor

N/A N/A N/A 24 136 Disc Brake

N/A N/A 8 - 6 55 cm 24 - 32 975 Forward & Reverse, Slow & High Mode

Segway - i2 N/A N/A N/A N/A 20 N/A N/A 19" 47.7 6 N/A 38 5000 N/A

Segway - x2 N/A N/A N/A N/A 20 N/A N/A 17.7" 54 6 N/A 22.5 5000 N/A

Segway - i2 Commuter

N/A N/A N/A N/A 20 N/A N/A 19" 47.7 6 N/A 38 5000 N/A



Company Motor Battery Type Battery Voltage Input Power

Max Speed

in km/h

Max Load

Capacity in Kgs

Brake Type Wheel

Size Weight in Kgs


Turning Radius

Travel Per Charge in

Kms

Price in $

Other Key Features

Segway - x2 Adventure

N/A N/A N/A N/A 20 N/A N/A 17.7" 54 6 N/A 19 5000 N/A

Segway - i2 Cargo

N/A N/A N/A N/A 20 N/A N/A 19" 48 6 N/A 39 5000 N/A

Segway - x2 Golf

N/A N/A N/A N/A 20 N/A N/A 7" 54 6 N/A 22.5 5000 N/A

Hammacher Schlemmer

550 watts Electric Motor

N/A N/A N/A 14 157 N/A 16" N/A N/A N/A 32 1895 Forward and Reverse Motion

COLOR COLOR CODED FACTOR

Companies that model their value propositions based on market leaders. Their focus is more on cost and do not have much of differentiating factors

Being one of the most sought after electric personal vehicles. The brand is synonymous among the consumers and is ranked No.1

Companies yet to penetrate the market but have crated significant buzz among the target segment with their demonstrations & design

Companies that are focused and cater to the target markets on their own without giving much importance to competition

Green represents companies with special focus on Energy Saving and Eco-friendliness

Companies that cater to niche markets and are more focused in their lines of operation/services to the segment



Annexure 3 - Value Proposition Analysis of Electric Personal Transporter Brands

NAME OF THE PERSONAL

TRANSPORTER PRICE PORTABILITY SPEED FEATURES

EASE OF PURCHASE

WHEELS

USER FOCUS CULTURE BRAND NAME

ACCESSORIES TECHNOLOGY

SEGWAY $5,000 47kg

20 Kmph with 3

adjustable speeds

Turning Radius 0 Choice of models &

distribution Two

Golf, Police,rough terrain, user

groups

American YES Lap top handle

advanced gyroscopic

mechanism , 2 wheel balancing

RAD2GO Q CHIROT

$799 - $1299

N/A

16 Kmph with

adjustable speed

climbs inclines with ease

OP Three Commuter N/A N/A Battery Gauge

Forward, Reverse, Fast/Slow

selection, Handle Bar Adjustment

ORBIS N/A Fold & Carry,

11 Kgs 25 Kmph Aluminium Body N/A One Commuter N/A N/A N/A

Gyroscopic technology for

balancing

T 3 motion N/A 205 Kgs (rider +

equipment)

40 Kmph top sped, 5 adjustable

speed

Turning Radius 0, 22-cm platform

Choice of Color

Three Police American N/A

External Frames &

Cases, Bags, Trailer

Options, Snow Tires

LCD Display

Dareway $450 Light weight

15kgs N/A

Spin 360 degrees, Forward & Reverse

N/A Three Kids & Petite

adults British N/A Soft Tyres N/A

Toyota Winglet

N/A Light weight

10 kgs 6 Kmph

adjustable handle, Turnign radius - 0

Choice of size SML

Two All age groups

Japanese YES N/A N/A



NAME OF THE PERSONAL

TRANSPORTER PRICE PORTABILITY SPEED FEATURES

EASE OF PURCHASE

WHEELS

USER FOCUS CULTURE BRAND NAME

ACCESSORIES TECHNOLOGY

EV Rider $975 55 Kg 20 Kmph Slow and High

Mode, Forward & Reverse

N/A Three N/A N/A N/A Detachable Seat, Cup

holder N/A

Chariott $500 56 Kg 16 Kmph Foldable Handle

Bars, Forward/reverse

Choice of Color

Four N/A Chinese Key Ignition Intuitive handle

bar

Honda UX-3 N/A Light weight

10 kgs 6 Kmph

Lateral Movement, No hand usage

N/A One N/A Japanese YES N/A Lateral movement

mechanism

Hammacher $1,895 N/A 14 Kmph Forward & Reverse

Color Choice,

Easy online purchase

Four N/A N/A N/A N/A N/A

Veeway $450 45 Kg 16 Kmph Turning Radius -

360 degrees N/A Four N/A Indian N/A

Battery Gauge

N/A

COLOR NO. OF

DIFFERENTIATING FACTORS

7

5

3

2

1



Annexure 4 - Online and Offline Distributors

Retailer Name Address City & State Pin

code Phone Website

Lindberg Electric Bikes 5417 Jackpot Ave. Sparta WI 54656 (608) 269-2191

Speeds Bicycle & Electric Motor 1126 John Street Sparta WI 54656

(608) 269-2315

My Bike of Tinley 17344 S Oak Park Avenue Tinley Park IL

Harbor Country Bike & Hobby 211 South Whittaker New Buffalo MI 49117

(269)586-2277

Ets-Electric Scooters, Bikes and Cars

537 North State Road Suite 153 Briarcliff Manor NY 10510

(866) 895-2238

Island Electric Bicycle 3350 Sunrise Highway Wantagh NY 11793 (516) 679-5400

Bob's Electric Bicycle & Scooter Sales & Service 19961 Fisher Avenue Poolesville MD 20837

(301) 349-2453

Bobs Bike's Electric 19961 Fisher Avenue Poolesville MD 20837 (301) 349-2453

Electric Bicycle CO 9218 Town Gate Lane Bethesda MD 20817 (301) 365-5616

go e-bikego.com South Portland ME 04106 http://e-bikego.com

Electric Bike Shop 1409 SW BILTMORE ST PORT SAINT LUCIE FL 34983

(772)-519-3105 http://www.ElectricBikeShopOnline.com



Retailer Name Address City & State Pin code

Phone Website

Key West Electric Cars Bicycles & Scooters 1300 Duval Street Key West FL 33040

(305) 294-8136 http://www.keyscars.com

Electric Bike Factory 14250 A And W Bulb Road Fort Myers FL 33908 (239) 415-2223 http://www.electricbikefactory.com

Free-Man Electric Bikes 128 Biscayne Ave Tampa FL 33606 (813) 259-9006

Electric Bike Tours of Austin 1122 S Lamar Boulevard # B Austin TX 78704 (512) 447-4220

A Ac Electric Bikes 4606 North 7th Street Phoenix AZ 85014 (602) 277-1331

Skippers Electric & Folding Bicycles 17 West Sunset Avenue Salt Lake City UT 84115

(801) 467-1278

Vroom Electric Bicycles 451 S 300 West Salt Lake City UT 84101 (801) 521-0095

Electric Bikes Northwest 4810 17th Ave NW Seattle WA 98107 (206) 547-4621

Electric Bikes of Willits 630 S Main Street Willits CA 95490 (707) 459-2414

Kuryente Electric Bike 2976 Alvarado Street San Leandro CA 94577 (510) 614-7179

Kurente Electric Bike 1228 Balboa Court # 7 Sunnyvale CA 94086 (650) 967-2701

Electric Bike Rentals 115 Cliff Street Santa Cruz CA 95060 (831) 459-7235

Electric Bicycles 114 E 21st Street Bakersfield CA 93305 (661) 326-1604

Retailer Name



Address City & State Pin code

Phone Website

Electric Bicycle Santa Monica 2440 Santa Monica Boulevard Santa Monica CA 90404

(310) 829-1889

Electric Bicycle CO Inc 2975 Wilshire Boulevard Los Angeles CA 90010 (213) 487-4007

Electric Lite Bicycle CO 30 Auto Center Drive Irvine CA 92618 (949) 951-7575

Electric & Folding Bikes-Ca 220 Wisconsin Avenue Oceanside CA 92054 (760) 757-3440

Kaymart 3333 Beverly Road Hoffman Estates, IL 60179 1-866-562-7848, (847) 286-2500

Walmart 7000 Marina Boulevard Brisbane, CA 94005 www.walmart.com

Amp Brothers Electric Cycles Incorporated 4706 Delemere Blvd. Royal Oak, MI 48073 248-549-3330 www.AmpBros.com

Amped Bikes 603 E Alton Suite H, Santa Ana Ca 92705 714-371-0564 www.ampedbikes.com

Bike lane Electric Bicycles UNIT 4 2450 KING GEORGE Blvd.

SOUTH SURREY B.C.

V4P 1H5 604 531 1363 http://bikelane.ca/

Currie Technologies Technical and Customer Service 9453 Owensmouth Ave Chatsworth, CA 91311

1-800-377-4532 www.currietech.com

Cycle9 601 West Main Street Carrboro NC 27510

1-800-249-8098, 919-636-5909

CYCLE MD 569 Lancaster St. West Kitchener ON N2K 1M3 519.576.1181




code Phone Website

Bend Electric Bikes 550 SW Industrial Way Bend, OR 97701 541-410-7408 www.bendelectricvehicles.com/

Rvcycles 10370 S W Mukai Circle Vashon, WA 98070 206-948-7620 www.rvcycles.com

The Green Scene EV 14200 Southeast McLoughlin Blvd Milwaukie, OR 97267 503-659-6622 http://e-bikekit.com

Ashland Electric Bikes 278 Idaho St.#20 Ashland, OR 97520 541-951-3034 www.ashlandelectricbikes.com

Rad Power Bikes Garberville, CA 95542 707-223-2964 www.radpowerbikes.blogspot.com/

Winters Electric 2280 Lake Tahoe Blvd South Lake Tahoe, CA 96150 530-541-8880 www.winterstahoe.com

Mecca Bikes 1733 Noche Buena st. Seaside, CA 93955

Red Barn Bicycles 399 McCarthy Loop Hamilton, MT 59840-9146 (406) 363-2662 www.redbarnbicycles.com

Silva Cycles 901 Camden Ave Campbell, CA 95008 (408) 410-9396 www.silvacycles.com

Arizona Electric Bicycle Company 2563 East Fort Lowell Road Tucson, AZ 85716

The Urban Commuter 1219 S. McClintock Tempe, AZ 85281 480-621-7700 www.theurbancommuter.com

Casto's E-Bikes 9080 W. Olive Avenue Peoria, AZ 85345 623-332-4527

Easy Street Recumbants

5555 N. Lamar Blvd. / Suite C127 Austin, TX 78751 (512) 453-0438 www.easystreetrecumbents.com




code Phone Website

EZ-Commuter/Kick Stepper 1901 - C So 120th St Lafayette, CO 80026 720-364-3984 www.kickstepper.com/

Green wheel 572 W. MLK JR. BLVD. Fayetteville, AR 72701 479 935 8072

Letsches Bike Shop 215 West Main St Cherokee Iowa Cherokee, IA 51012 712-225-3433 www.letsches.com

Electric Bike Factory 14250 A & W Bulb Road Fort Myers, Fl 33908 239-415-2223 http://electricbikefactory.com

ONLINE DISTRIBUTORS ONLINE DISTRIBUTORS

www.salestores.com www.thefind.com

www.bike-trike.info www.allproducts.com

http://urbanscooters.com www.buyscooteronline.com

www.ev-ridesllc.com www.hometownmallonline.com

www.epinions.com www.scootercatalog.com

www.alibaba.com www.jjwirelessworld.com

www.nextag.com www.celticbikes.com

www.alibaba.com http://www.gocarlite.com

www.coastalequipment.com http://www.eco-wheelz.com/

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