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 Context Aware Browser main idea is to empower a generic mobile device with a browser that can automatically and dynamically load Web pages, services, and applications selected according to the user’s current context. The CAB can be seen as a browser with advanced features (web information retrieval based on context, content filtering, automatic loading of pages, etc) typically not available in this kind of applications.




What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The information provided by the context, the situation the user is in, thanks to the CAB are completely taken into consideration and exploited to improve the mobile devices, adapting them to the user’s needs. If we think on a user seeking information, usually he has to manually interact with search engines, making explicit the information need into a query and filtering out the not relevant retrieved resources. The CAB approach permits to reduce this complexity, providing the right information in the right place at the right time.




What is the Unique Sales Proposition of the potential product?
“Right information and application, in the right place, at the right time”




SECTION 2: The Market



What is the target market for the product?

National ¨

European ¨

Global ¨

Please describe the characteristics of your target market.

The potential target market are Lead Users (big industries) in the field of communication, i.e. Telecom, Vodafone, Mediaset, Sky… to be considered at global level (starting from a local/national approach).

We can find also an intermediary target market represented by Cities, Municipalities, Shopping centers, institutions etc. which are the vehicle to reach the lead users.




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 is in continuous development. A prototype has already been developed and applied in a museum as a touristic guide as well as in a City for the car location and parking search.




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 to receive the CAB approach. The fact that it’s a very general software able to adapt to every domain represents a weakness in defining a market demand: a specific domain needs to be targeted in order to be able to produce a dedicated CAB product able to satisfy an existing demand.




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)

A prototype has been developed and tested in Udine providing some controlled services.

Further research work is still in progress and the result is in continuous development.

However, the group is working to package all the results in a product to be offered to the market.




Strategic partnerships (existing or potential).
For further implement the CAB, a strategic partner is needed. It can be represented by a big company (i.e. Telecom) from the communication sector that can implement the application in the market.



SECTION 3: The Competition



What is the competition within your target market?
There is a high competition in the targeted field. Similar applications have already been developed.




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 added value of the CAB technology is played by the notion of context: the information provided by the context can be exploited to improve the capabilities of mobile devices adapting them to the user’s needs in order to get the right information in the right place at the right time.



Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

The prototype has demonstrated a low 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

Potential products will be marketed to markets operating on the principle of free negotiation between agents on the market. The general assumption characterizing the CAB is that all applications have the same possibilities considering the different contexts they are applied.



SECTION 4: Indicators


Estimated cost of the new products 96.000€
Expected market volume (potential / maximum number of users) > 10.000
Expected sales volume  
Expected market share of the company (proportion between sales and total company sales in the relevant market) 25-40%




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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