Potential market


SECTION I: The product

 1a The innovation potential of this product is related to:     Radical new product
  There is no existing product, which to offer compression together with digital watermarking of the processed visual information. So, the new product is not replacing an existing product. It offers quite new quality and services for the users.
1b What added value for end-users does the product hold?
 Better technical characteristics;
 Other .
  The new product offers two main services: efficient archiving and reliable content protection of still images. The compression efficiency is equivalent to that of the famous JPEG standard, and for very high compression ratios the product ensures higher visual quality even than JPEG 2000. Together with the compression, the new product offers the ability to insert multiple resistant and fragile watermarks in same visual document, retaining the visual quality of the restored image.  For this is developed new file format. Because of the lower computational complexity of the new product in comparison with JPEG 2000-based products, it is faster. This is easily noticeable when large images are processed (larger than 1000 x 1000 pixels, 24 bpp). The comparison of the computational complexity of the new method and JPEG2000 is given in publications of the authors.
1c What is the Unique Sales Proposition of the potential product
  The new product offers the ability to watermark image files.  It is easy to be done by non-specialists, which can this way protect their archives. The software implementation of the method is in C++, Windows environment, i.e. it is suitable for mass use.
  SECTION 2: The Market

What is the target market for the product?


  The product is aimed at the mass user. The size of the target market is practically unlimited. Specific application areas:

- Image archiving and content protection (mass user).

- Creation of medical image databases with hierarchical access. This application is mainly based on the use of resistant watermarks, which hide the protected image (or a part of it), and the so overlapped watermark could be removed by authorized users only.

- Creation of a tool for hiding an image into larger one. The hidden image is not noticed, unless using special software and a password.

- Creation of training courses for distance learning: the new product is extremely suitable for presentations, which contain formulas (mathematics, physics, chemistry, etc.).

- Creation of archives of old documents in the area of the cultural heritage protection.

- Creation of special software for producers of photo cameras


How the product is characterized from the following options? Number of companies producing similar products in the field.

  Leading – applied by a single or limited number of competitive companies

  There is no direct competitor, but good products for image processing and archiving are produced by the leading companies only (Microsoft, Adobe, etc.)

What type of market demand will be satisfied?

 hidden (latent) demand – the market has yet to be developed

  The market is extremely wide: all kinds of image archiving in medicine, financial documents, cultural heritage protection, photo archives, etc. Anyway, the market is well- informed about other products as Irfan View, Microsoft Photo Editor, etc., but they all do not offer tools for image content protection.

What is the current stage of the product’s market life cycle?

Implementation, implementation in production (leading to a radically new product offers)

  The current stage of the product’s market life cycle is IMPLEMENTATION.
2e Strategic partnerships (existing or potential).
  Not  available

SECTION 3: The Competition

3a What is the competition within your target market?
  There is no direct competitor, because there are products, which offer image compression, but it is not combined with content protection. The new product offers two kinds of watermarking: resistant and fragile, retaining the visual quality of the processed images. The fragile watermark could be transparent or opaque. The opaque watermark is removed using a special password, selected by the user.

What competitive advantages will the introduction of the new product ensue?

 product differentiation (uniqueness of the product proposal)

  Together with the efficient compression, the new product offers the ability to insert multiple resistant and fragile watermarks in same digital image, which to be used for content protection or hierarchical visual access control. The product permits to choose compression efficiency in 100 consecutive levels, which correspond to visual quality of the restored document. Together with the lossy compression, the new product permits Lossless compression as well, which is extremely efficient for graphics, texts, cartoons, fingerprints, etc.

Potential products relate to the following price range:

 High price range

  Such products are based on new algorithms. Their implementation needs vast research work, which is already performed by the developers. The need to prepare a product, which to be suitable for the regular user needs the creation of user-friendly interface (already developed) and the development of supporting tools, such as (for example): histogram modification; evaluation of the image statistics in order to decide what kind of image compression is more suitable (lossy or lossless compression, etc.), which are not noticed by the user, but they enhance the product performance and make it easy for use.

Potential products will be marketed:

 To markets operating on the principle of free negotiation between agents on the market

  - Users, which are interested in archiving their own photos;

- Users which want to protect the content of their own photos;

- Hospitals – for the creation of medical databases with hierarchical access and content protection;

- Museums, which have valuable historical paper archives, i.e. for cultural heritage protection;

-  Producers of photo cameras which could offer their users the ability to insert their own watermark in their photos;

- Archives of fingerprints;

- Archiving of technical information – texts and drawings; etc.


SECTION 4: Indicators

Estimated cost of the new products  250 Euro
Expected market volume (potential / maximum number of users) 30000
Expected sales volume 7500000
Expected market share of the company (proportion between sales and total company sales in the relevant market)  1/3

Keywords quantitative assessment (0-5)

  1 2 3 4 5
Added-value potential                         x
Size of future market demand       x  
Competitive positioning of the product        x  

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