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 both to technology-driven and market-driven innovation.


On one side, the staff has developed  know how and research experience in digital audio technologies within the Sound and music computing group (Department of Information Engineering of the University of Padova). Even if in recent years the spread of digital audio technologies has improved the dissemination of soundscapes, it is not possible to browse with continuity through the world sound map.


On the other side, the audio recordings covering the entire range of recorded sound (wildlife, everyday public life and environmental sounds) allow the audience the possibility to listen and re-listen the sounds recorded from around the world. It could be a new way to promote a city or to encourage tourism but also to maintain the original sounds of a city from a cultural point of view in order to show how the sound environment has changed.






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 product.


This product represents a different approach to the recording and fruition of soundscapes.


Compared to the other products on the market, this R&D result is finalized to record a soundscape using a small number of microphone arrays, thanks to the possibility to separate the sources coming from different directions using beamforming techniques.







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.

The system that allows to “live” the sounds of a city.





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.

The system is directed to public administration bodies (Municipalities, Provinces, Regions), but also to tourist offices, cultural heritage or publishers, that could integrate the system within the cities guides. Another potential application could be Google maps in order to provide a further service consisting of the creation of a particular city’ sound map. This R&D result could also be sold to GPS producers, for the collection of information about spatial locations.

Focusing on the tourism market, in Italy the most important customers could be: 110 Provinces and 20 Regions, about 200 municipalities with more than 40.000 inhabitants, about 3.500 museums, a National Tourism Agency.






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 projects or institutes.

These institutes often develop sophisticated systems, like Stereo Ambient Sampling System, to capture the directional relationships between sounds in the landscape, giving a lovely stereo field and deep sense of space.

A very interesting project is Soundcities.com (UK), an online open source database of city sounds and soundmaps from around the world using online found sounds and field recordings. The soundmaps and the database can be listened to, used in performances, or played on mobiles via wireless networks. Initially all sounds by Stanza, an expert in arts technology, CCTV, online networks, touch screens, environmental sensors, and interactive artworks, everybody can now contribute their own found sounds.







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 tourism promotion but also a demand of cultural maintenance.

It is a way to know a city before visiting it or to remember a city after seeing it.





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.

Digital audio technologies are actually used for the collection and dissemination of soundscapes. These are captured and shared through Internet but it is not possible at the moment to browse with continuity through the sound map.

Compared with the systems existing on the market, the R&D result allows the fruition of soundscapes.





Strategic partnerships (existing or potential).

At the moment there are not existing partnerships for the system’s development.

However, it could be useful a partnership with a museum, in particular with the “Centro di Ateneo per i Musei” of the University of Padova.




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 project that develop browsable soundscapes for an audio world map.

As said before, the most similar project seems to be Soundcities.com, created by the internationally recognised artist Stanza.

There are no known companies working in this particular field.





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 the R&D result in the market will ensue a product differentiation.

The competitive advantage over the competitor projects is the use of a small number of microphone arrays, instead of a relatively high number of mono or stereo recordings.




Potential products relate to the following price range:

• High price range

• Average price range

• Low price range


The potential price policy 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 200/300 €
Expected market volume (potential / maximum number of users) In Italy 400/4.000
Expected sales volume n.a.
Expected market share of the company (proportion between sales and total company sales in the relevant market) 33%



Please encircle as appropriate.



Added-value potential 1 2 3 X4 5
Size of future market demand 1 2 X3 4 5
Competitive positioning of the product 1 2 X3 4 5


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