Potential market

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…
Replacement of existing products and improvement of existing ones (it has to be investigated whether U.Pro.Me. is compatible with the existing ones)


1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Better technical characteristics; everything is based on XML and not on database format.


1c What is the Unique Sales Proposition of the potential product?
Detailed comment

Based on XML technology which is used widely by most of the platforms.



SECTION 2: The Market

2a What is the target market for the product?

National ¨

European x

Global x

Please describe the characteristics of your target market.

Select and comment

Mobile (lean and cheap) devices and smart phones

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


  • Gnome’s GConf
  • OSGi’s Preferences Service
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

Existing demand


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)


  • Improve sync techniques
  • Take into consideration the timestamp of the files
    • Avoid writing old files over newer ones
    • Problem: Devices have different system times with each other.

2e Strategic partnerships (existing or potential).
Close collaboration in the development with Vodafone Spain, Oracle and RIM (Blackberry manufacturer).


SECTION 3: The Competition

3a What is the competition within your target market?
Detailed comment

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)

Both of them.
3c Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

Average price range
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

Telecommunication services

Mobile device manufactures

Service Providers (in the market)


SECTION 4: Indicators

Estimated cost of the new products 120,000€ for industrialisation
Expected market volume (potential / maximum number of users) Several millions
Expected sales volume Several millions
Expected market share of the company (proportion between sales and total company sales in the relevant market) 15% of the mobile market



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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