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…
The product is a research driven but user oriented software. Amped mission is in fact to create software driven by the most advanced research but at the same easily usable by the final users in the daily work.






What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Thanks to its revolutionary technology, Amped Five allows investigators to solve a wide range of problems  which are otherwise hard to be faced; it dramatically reduces the time required to process data and improves the success rate of the treated cases, from the restoration of low quality CCTV video to fingerprint analysis.

Furthermore, the software is also characterized by the fact that it’s designed to support multilingual user interface, and this is a unique character of this kind of existing technologies.





What is the Unique Sales Proposition of the potential product?











SECTION 2: The Market







What is the target market for the product?

National ¨

European ¨

Global ý

Please describe the characteristics of your target market.

The target market can be considered global as the new technology is applicable to investigative and security applications which are representing global challenges.





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 Amped Five software is already available but it is now under a deep re-organization to add important features and improve the computational performances.





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 market is already developed, but the Five software will be enhanced with some extra functions and as consequence a new market should be created for that.

Amped Five is designed for investigative, forensic and security applications. Its primary purpose is to provide a complete and unique solution to process and analyze digital images and video data in a simple, fast and easy way. Five provides a workflow that is safe and compatible with courtroom needs. In fact, it has been developed in cooperation with several institutions specialized in scientific investigations and experienced university researchers.





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)

The software is already available, although a lot of improvements and new features are under development.





Strategic partnerships (existing or potential).
There is a strong collaboration with universities, mainly the University of Trieste, and the scientific community. At the same time an intense dialog is carried on with many professional operators in the field of scientific investigation and forensic services on international level.






SECTION 3: The Competition





What is the competition within your target market?
There is high competition within this field of activity, but Amped Five allows to combine an unlimited number of filters, modify any parameter and see the result in real time, even while playing a video.





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 targeted market is very competitive, the product is not unique in the sector. While major competitors are focusing on the investigative area, the AMPED Five application is going towards other sectors , i.e. video surveillance/security applications. In this field there are more opportunities, the market can be considered larger although it’s targeting less expensive applications (therefore numbers/volumes are important).





Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

As above explained, the product is related to average price range. Therefore is competitive on the market. The product is deployed by a DVD and USB pendrive for license management. No special tools are needed.






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 be marketed to markets operating on the principle of free negotiation between agents on the market.







SECTION 4: Indicators




Estimated cost of the new products 3.000-9.000€
Expected market volume (potential / maximum number of users) n.a.
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 put X as appropriate. 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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