Potential market

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 innovation of the project BLUE-ARCHEOSYS mainly concerns the application of innovative tools and technologies used in an integrated vision to enable more comprehensive measures and complete the findings as well as having several sectors (underwater research, in situ reverse engineering, seismology, etc..), the traceability of the operating modes of action taking into account time and cost, the application of a quantitative approach scientific fields still covered in an empirical way, the optimization of the definition and methodology of intervention programs on underwater sites, for the protection, research, impact assessment and the risk, the definition of morphological tool capable of collecting volume data, surface imaging, the definition of data-fusion methodology that integrates the data collected using a machine to morphological and /or from other tools to get by inference, new information about the status of the find under investigation as well as its cross sector a application in terms of the system.
Therefore, the product innovation proposed by BLU-ARCHEOSYS is able to save time in the phase of relief and analysis of the wrecks and consequently a considerable reduction in costs.


What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …

The project dedicated to underwater archeology aims to improve the conditions and processes necessary, through the use and integration of high-tech instrumentation and the results are stored in a database accessible to the industry but at the same time can be also updated as a result of activities, not necessarily related to archeology.
The added value of this new technology is alreadystarting to have an operation of underwater archeology, a considerable amount of useful information obtainable from the database, as well as the possibility of using many technology toolsadapted for this purpose, the results are integrated and analyzed for the virtual simulationof the specific conditions and boundary.


What is the Unique Sales Proposition of the potential product?
BLUE-ARCHEOSYS is an innovative project for the construction of a new product, that does not exist in the market, although the use of existing instrumentation. The project was initially conceived as an application in the field of underwater archeology, but his cross-fertilization and allows flexibility of use to address a number of potentially affected markets such as the exploitation of 3D vision systems research diversunderwater inspections of conduits and power lines, etc..

SECTION 2: The Market


What is the target market for the product? Please describe the characteristics of your target market.

X  National

X  European

X  Global

This is a large scale project just completed, whichintends to build a product to be marketedinternationally and dedicated to various fields of underwater archeology as well as the hydrocarbonindustry, the telecommunications industry, military applications , security and civil protection, mining operations for subsea monitoring andenvironmental investigations, monitoring,geological monitoring infrastructure diving, fishing industry, etc..


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

This is a new product not yet on the market, which has been developed for use in the field of underwater archeology, but is also applicable in other industries such as hydrocarbons, thetelecommunications industry, military applications, security and civil protection, undersea mining operations, monitoring and environmental investigations, monitoring, geological monitoringinfrastructure diving, fishing industry, etc..


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 design provides for the development of an existing technology and then it is inserted into an existing market with the aim of improving the working conditions in the field of underwater butwhich is also usable in other areas where this type of market is still in development phase.


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 CETMA matters involving companies operating in different sectors (industry,hydrocarbons, telecommunications industry,military applications, security applications and civil protection, undersea mining operations,environmental monitoring and surveys, geologicalmonitoring, infrastructure monitoring diving, fishing industry) , and anyway it is a sector in which the process of technological innovation is continually evolving.


Strategic partnerships (existing or potential).

The project has involved a partnership consisting essentially of CETMA Consortium and the Ministry of Education, University and Research (MIUR). The main purpose is to allow the dissemination of research results and create a virtual network capable of communicating to all parties who, for various reasons, revolve around the diving world(research groups underwater, diving, amateur clubs, portals that deal with diving instructors, recreational divers and technicians), will implement a social network entirely dedicated to the world of diving. Given the strong transversality and flexibility  of use of the BLU-ARCHEOSYS system technologies, in terms of application areas (different from underwater), allows to address a number of markets potentially interested in the exploitation of these would take action to further develop the product and make it more effective for these sectors.

SECTION 3: The Competition


What is the competition within your target market?

This is a project dedicated to the underwater world as well as has the objective of achieving a comprehensive and innovative system for the detection of underwater assets, properties and infrastructure. Among the key elements of the project includes the study and implementation of new advanced sensors for submarine detection, study and construction of a new unmanned underwater vehicle, high performance, the use of new techniques of virtual reality for use of advanced as noted on the seabed. Currently available on the portal of the same project, some results such as an audit and a dedicated social network, a unique product in the field at least at the national level, that with proper development could be used in other sectors with a very high commercial potential.


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 competitive advantages related to the new product are significant and numerous, in particular are developing new sensors able to perform measurements with extremely higher levels of precision, as well as techniques that allow to obtain a precise three-dimensional reconstruction of the submerged (of course be used, with even greater precision, even for the shown). Elements of technological innovation will then present starting from the most elementary components. The first results have given very positive feedback from the users especially for the possibility of integration of the results obtained by different instruments by which elaborations are derived virtual simulations and the realization of useful information store, which allow in many cases a reduction of time and research costs.


Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

The project aims to create an instrument of control and management of data in the surveys and archaeological surveys and non-divers, as well as general data supplied by all the persons who, for various reasons, revolve around the diving world.
For the above and the flexibility to use the product even in sectors other than for which it was experienced is difficult to classify within a target market in a very specific price range.


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 project was developed primarily for research and monitoring in the field of underwater archaeology in general and the marine world.  Then suggests that for a regulated market, but given the strong transversality and flexibility of use of system technologies BLU-ARCHEOSYS, in terms of application areas (different from underwater), allows to address a number of potentially affected markets its exploitation and still operating with the principle of free collective bargaining.

SECTION 4: Indicators

Estimated cost of the new products 550.000,00 €
Expected market volume (potential / maximum number of users)  
Expected sales volume  
Expected market share of the company (proportion between sales and total company sales in the relevant market)  


Added-value potential






Size of future market demand






Competitive positioning of the product






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