Potential market

PART B: valorisation plan

SECTION I: The product


1a 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 the one hand, Eye-Tech staff has developed  know how and research experience in surveillance systems within the Artificial Vision and Real-Time Systems (AVIRES) Laboratory (Department of Mathematics and Computer Science of the University of Udine).


On the other hand, there is the need of increase the security. In this sense, the Eye-See allows the use of mobile devices for real-time visualization of remote environments.





1b 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 is the higher quality and technical characteristics of the product.

Eye-See software conveniently allows the user to receive video streams from every USB or network camera, without being bound to a particular camera manufacturer.

Eye-See also allows to control Pan-Tilt-Zoom (PTZ) cameras for complete coverage of the monitored area.

Finally, the software is specifically designed for mobile devices, automatically adjusting video resolution and frame rate according to available bandwidth.

1c 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.

Eye-See: the software for the surveillance readily available, easily deployable, that can be employed in any domain that requires remote surveillance and that allows to receive videos from any camera on the mobile phone.




SECTION 2: The Market


2a 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 Eye-See software is not a consumer product, but it is directed to individuals who have specific needs and who are willing to spend a lot for the surveillance of their premises.

The software would not be sold directly to final consumers but to the vendors or installers of cameras, which will probably sell it as software embedded in cameras themselves.





2b 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.

Remote video surveillance of unattended areas is indeed generally performed via closed circuit television over a dedicated network. Thanks to the recent advancement in mobile devices technology, it is possible to have a software for remote surveillance via mobile devices. So the software allows the use of mobile devices for real-time visualization of remote environments.

Moreover, camera vendors provide proprietary solutions designed to work only with the vendor’s hardware, that need a large bandwidth and that work via web browsers with limited functionalities.

The Eye-See software instead can receive videos from every camera.





2c 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 in any domain that requires remote surveillance. 

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.



2d 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.

Mobile video surveillance solutions are here to stay and will only get better and more affordable in the future. Besides adding a sense of personal security and safety, mobile phones can alert the user during a home invasion and can also help first responders when they are confronted with a security issue in a public place.

Mobile video surveillance’s growing popularity in security and non-security applications presents new opportunities for solution providers. The need for security in public transport systems for instance will offer additional impetus for the uptake of mobile video surveillance technology.

The mobile video surveillance market, unlike many others, has been fairly insulated from the economic downturn, thanks to regulations and the need to curtail vandalism, crime and false litigations. However, it could take a hit from the low awareness of its benefits, especially in developing countries, and end users’ price sensitivity.

With falling prices, mobile video surveillance technology is expected to see a much faster adoption in lucrative segments.


2e Strategic partnerships (existing or potential).

At the moment there aren’t existing partnership for the development of Eye-See software.

However, Eye-Tech is thinking about the opportunity of making partnership with camera installers in order to sell the software.



SECTION 3: The Competition

3a 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 develop software suite for video surveillance to mobile devices.  These companies sells proprietary solutions. 

Some examples are:

  • Pelco (USA): Pelco offers an extensive selection of network and analog camera solutions ideal for any application. This family of imaging solutions includes industry-leading high-definition megapixel and cost-effective standard definition fixed cameras, high-speed dome and integrated positioning systems, explosion proof and advanced thermal imaging camera for the most demanding installations, and more.

Regarding software suite for video surveillance to mobile devices, Pelco provides compelling applications, technologies, and services to help users realize the value and potential of live video streaming on their mobile devices.

Pelco’s integration with MobileCamViewer allows users to watch and PTZ control their surveillance cameras with their mobile devices.


  • Axis (Sweden): Axis is the world leader in network video and offers a wide portfolio of
    products for professional IP video surveillance.

AXIS Mobile Monitor enables quick and easy access to live video from Axis network video products, directly on smartphones or Pocket PCs. The software makes mobile surveillance convenient on handheld devices running Windows Mobile. It also provides pan/tilt/zoom operation and manual control of I/O ports.



3b 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 Eye-See software in the market will ensue a product differentiation. 

The competitive advantage over the competitors indeed is that the software is specifically designed for mobile devices, automatically adjusting video resolution and frame rate according to available bandwidth.

Moreover, compared with the proprietary solutions, Eye-See software can work with any kind of hardware, not only with the proprietary one.



3c Potential products relate to the following price range: 

• High price range

• Average price range

• Low price range


The potential price policy is low price.

Thanks to the partnership with the installers, the Eye-See software can be sold as a plus software suite of the camera.





3d 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 100 €
Expected market volume (potential / maximum number of users) In Italy: 13.000/1.300.000
Expected sales volume 1.150 in the first three years
Expected market share of the company (proportion between sales and total company sales in the relevant market) 5%



Please encircle as appropriate.



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


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