Even Even Electricity Electricity

is is going going

Wireless!Wireless!

By Kelvin Koh Tong Weng

Presentation Flow:Presentation Flow:Part 1:Part 1: Brief History and Current Applications Brief History and Current Applications

Part 2:Part 2: Analysis of Benefits & Value Analysis of Benefits & Value PropositionProposition

Part 3:Part 3: How to Capture Value from Wireless How to Capture Value from Wireless Electricity TechnologiesElectricity Technologies

Part 1:Part 1: Brief History and Brief History and

Current Current ApplicationsApplications

A Brief History…

All great Inventions begin with “What If…?”

A Brief History…

“What If we can wirelessly transfer electricity?”

Nikola Tesla

A Brief History…

Tesla Coil

Wardenclyffe Tower

About 100 years later…

Wireless Electricity Technology was developed further. Product Innovation occurred.

3 Forms of

Wireless Electricity Technology

Inductive CouplingHow

doesWork?

How “Inductive Coupling” Works

Product Examples…

Electric Toothbrushes

Charging Platforms

How does

Work?

Radio Frequenc

y

How “Radio Frequency” Works

Transmitter

Receivers

Product Example…

Hotel Room Sensors

Magnetic Resonance Coupling

How does

Work?

How “Magnetic Resonance Coupling” Works

Product Examples…

Osram Luminaire Concept Lights

Product Examples…

“Toyota Motor Corporation (TMC) has entered into a technological collaboration agreement with Massachusetts, United States based WiTricity Corporation* concerning the practical application of automotive wireless charging systems and the promotion of their widespread use. TMC plans to participate in a WiTricity capital increase.”

Source: Toyota Motor Corporation, April 27 2011, TMC and Witricity Form Battery –charging Alliance, retrieved August 20 2011 from http://www2.toyota.co.jp/en/news/11/04/0427_2.html

Part 2:Part 2: Analysis of Analysis of

Benefits & Value Benefits & Value PropositionProposition

FeatureFeature BenefitBenefit

Go Cordless

Efficiency

FeatureFeature BenefitBenefit

Universal (All-in-One)

FeatureFeature BenefitBenefit

Greener World

Reduce use of disposable batteries

Customer Value Customer Value Proposition Proposition

““To create and deliver electricity To create and deliver electricity wirelessly to power devices/products in the wirelessly to power devices/products in the most convenient, reliable and universally most convenient, reliable and universally

applicable manner”applicable manner”

Part 3:Part 3: How to Capture How to Capture

Value from Value from Wireless Wireless

Electricity Electricity TechnologiesTechnologies

Consumer ProductsConsumer Products IndustrialIndustrial Transportatio

nTransportatio

n

Value Capture

Joint Ventures and Licensing

Value Capture

Manufacture and Sell Products

Customers

Imagine…Imagine…

The EndThe End

Q&A SessionQ&A Session

Are these Are these technologies safe?technologies safe?

Yes. Fields transmitted fall well between Yes. Fields transmitted fall well between regulatory guidelines. There are regulatory regulatory guidelines. There are regulatory

bodies like the “Wireless Power Consortium” bodies like the “Wireless Power Consortium” to monitor and set international standards. to monitor and set international standards.

Another “safe” Another “safe” example…example…

WiTricity’s technology is a non-radiative mode of energy transfer, relying instead on the magnetic near

field. Magnetic fields interact very weakly with biological organisms—people and animals—and are

scientifically regarded to be safe. 

Costs involved are Costs involved are too high?too high?

The reason why some companies choose the licensing The reason why some companies choose the licensing model to capture value is precisely to solve the model to capture value is precisely to solve the

problem of high implementation costs. Leveraging on problem of high implementation costs. Leveraging on existing companies that can manufacture and supply existing companies that can manufacture and supply

the products is a smart move.the products is a smart move.

How reliable is this How reliable is this Wireless Wireless

Electricity?Electricity?As with many wireless technologies, there will be As with many wireless technologies, there will be issues regarding efficiency and reliability. I agree issues regarding efficiency and reliability. I agree

that there limits to the wireless system. E.g. that there limits to the wireless system. E.g. PowerCaster Transmitter to Receiver -> 40-50 ft at PowerCaster Transmitter to Receiver -> 40-50 ft at

about 70% efficiencyabout 70% efficiency