Potential market

PART B: valorisation plan

SECTION I: The product



The innovation potential of this product is related to:


  • Technology-driven innovation (under the influence of the development of science – the market is not ready for the product)
  • Market-driven innovation (as a result of market surveys, the market expects the product)
  • Replacement of existing product
  • Product related to cost reduction
  • Radical new product
  • Other, what…
Note: Select and explain for one of above options or (in case of non relevance) define another. We try to identify why this potential product constitutes an innovation offer

The innovation potential of this product is related to both technology-driven and market-driven innovation.


On one side, indeed, Artificial Vision and Real-Time Systems (AVIRES) Laboratory staff’s know how and research experience within the Department of Mathematics and Computer Science of the University of Udine, has allowed over the years to refine the surveillance systems specifications. In particular, the group has specific experience in the fields of Active Vision, Biometrics, Data Fusion, Data Transmission, Audio Digital Library, Auditory Display, Nonverbal Human-Machine Interaction.


On the other side, there is the need of companies to increase the security, monitoring human activities in high-risk areas and preventing damages and destructions.







What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Note: Select and explain for one of above options or (in case of non relevance) define another. We try to identify what new this potential product constitutes in accordance to the existing market status.
The added value for the end-user are the different technical characteristics of the system.

More in detail, the system is composed by a wireless sensor network based on Ultra WideBand technology and two kinds of network nodes: nodes equipped with cameras and nodes equipped with range scanners. Cameras are used in high-risk areas, scanners in assembly lines. Afterwards, the acquired data are processed in order to decide in real time.





What is the Unique Sales Proposition of the potential product?
Note: What makes your product unique in marketing terms? This helps your prospects to understand why they should buy from you rather than other existing product options.

AMOS – the system that runs autonomously in order to guarantee the security in Industrial environments







SECTION 2: The Market




What is the target market for the product?

National ¨

European ¨

Global þ

Please describe the characteristics of your target market.

Note: Define the market range, the size of the target market (if possible) in terms of maximum product units

The product is targeted for a global market.

AMOS is especially addressed to companies working in assembly lines or to companies working in risky industrial environments (i.e. oil and gas industries, chemical manufacturing industries, …).

The system can be also used as a means of preventing workplace accidents and accidents at home.  In this sense, the system is directed to all kind of companies, especially medium or big companies. In Italy there are more than 19.000 Medium enterprises and about 3.000 Big companies.





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

• Base – applied by all companies in the industry

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

• Key –at a development stage, but has already proven its potential


The product can be characterized as leading because it’s applied by a limited number of competitive companies.

These companies produce surveillance and monitoring systems, technologies and solutions for the Industrial Environment.






What type of market demand will be satisfied?

• Existing demand – the market is already developed

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

The product satisfies an existing demand of security, coming from the industry system.

The target objective of the system is indeed the permanent monitoring and surveillance of industries against abnormal behaviors and the prevention of damages and destructions due to erroneous estimation of the products that cross the assembly lines.

Moreover the system can contribute to employee healthcare since it detect when they are in serious health condition due to an industrial accident or other physiological reasons.





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

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

• Growth (rapid spread within the industry or outside it)

• maturity (parameters of the technical characteristics of manufactured products reached their maximum, higher-grade products can be manufactured on the basis of technological substitution)

Note: At this point we refer to the life cycle of the market related to the product. I.e. a product based on a new technology area (e.g. solar energy cars) is considered to be in the first phase of the life cycle when e.g. a typical TV set is in the maturity phase
The current stage of the product’s market life cycle is Growth.

Video surveillance has been a popular security tool for years. And thanks to new breakthroughs in technology, security cameras are more effective than ever before. Banks, retail stores, and countless other end-users depend on the protection provided by video surveillance. While analog CCTV systems were once the norm, they can be expensive, requiring complicated installations and constant upkeep. Fortunately, advances in digital technology have made video surveillance systems far more cost-effective, flexible, and simple to operate.





Strategic partnerships (existing or potential).
At the moment there aren’t existing partnership for the development of AMOS system.




SECTION 3: The Competition



What is the competition within your target market?
Note: Refer to other companies producing the same product
There is a limited number of companies that have developed monitoring and surveillance systems for industrial environments. Examples are:

Cisco and Pelco (USA):

The Cisco and Pelco Industrial Wireless Video Surveillance Solution provides fully

networked IP-based video monitoring for industrial environments, helping to assure

proactive security and flexible surveillance installation based on an open standard that

enables rapid deployment at an effective cost.


Castle International CO (CASCO) (Saudi Arabia):

CASCO is an Information and Communication Technologies ( ICT ) Company specialized in the Consultancy, Design, Engineering, Installation, Operation, Maintenance and Support of IT; Telecom Networks and security systems.

They have years of security and surveillance experience.

Network video is currently being used for monitoring manufacturing lines, industrial and pharmaceutical processes, automation, warehouse and stock control systems to name just a few examples of industrial applications.


They offer a spectrum of surveillance systems, ranging from standard-featured surveillance camera systems to the most advanced, high-performance camera positioning systems and software. They are specialized in video surveillance and imaging solutions for many industries.





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

• lower prices based on lower production costs

• product differentiation (uniqueness of the product proposal)

The introduction of AMOS system in the market will ensue a product differentiation and a lower prices strategy.

The competitive advantage over the competitors indeed is the combination of a wireless sensor network based on Ultra WideBand technology and two kinds of network nodes: nodes equipped with cameras and nodes equipped with range scanners.

Compared to the other surveillance systems currently developed, AMOS is more precise and ensures a good quality at a low price.




Potential products relate to the following price range:

• High price range

• Average price range

• Low price range


The potential price policy for AMOS System is low price.







Potential products will be marketed:

• To regulated markets (e.g. heat supply, water supply, universal telecommunication services, agricultural products, fishing industry, architectural services)

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


The product will been marketed to free markets.






SECTION 4: Indicators


Estimated cost of the new products n.a.
Expected market volume (potential / maximum number of users) 220/22.000 (In Italy)
Expected sales volume n.a.
Expected market share of the company (proportion between sales and total company sales in the relevant market) n.a.


Please encircle as appropriate.



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


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