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…
The innovation potential of the product can be considered both as technology driven and as a replacement of an older version of the same product. LHTEE has a long experience in developing chemistry-transport and dispersion models, which constantly improve due to their participation in numerous research programs and their application in different case studies. OFIS has been developed on the basis of MARS/MUSE 3D photochemical dispersion models in order to describe the urban scale transport and transformation processes of air pollutants at a very low computational effort. OFIS is compatible to the other mathematical models of LHTEE (MEMO, OSPM, etc).

 

1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
OFIS has been developed as a tool for the simulation of air pollutant transport and transformation in an urban plume. The model’s aim is not to precisely reproduce the concentration values for each species at every timestep and each cell of the domain, but merely to describe consistently the statistics of air pollution levels, emphasising on estimates for the exceedance of each species’ threshold values based on meteorological data and regional background concentrations and the emission patterns of the area under investigation. 

The model allows authorities but also individuals (companies, organizations) to assess urban air quality by means of a fast, simple and still reliable model capable of refining a regional model simulation by estimating the urban subgrid effect on pollution levels. Therefore, it can be considered as a useful tool in air quality assessment and management, especially in polluted areas, in order to formulate and evaluate air pollution abatement strategies

Finally, it should be mentioned that OFIS does not demand a high computational effort. More specifically, for a full calendar year, typical executing times of OFIS range in the order of 8 hours.

1c What is the Unique Sales Proposition of the potential product?
The OFIS model belongs to the European Zooming Model (EZM) system, a comprehensive system for the computation of wind flow and pollutant transport and transformation. It is a two-layer, two-dimensional Eulerian photochemical dispersion model and is capable of simulating air pollutants concentrations within an urban plume, as well as the exceedances of all regulated threshold values during the period considered.

 

SECTION 2: The Market

 

2a What is the target market for the product?  

National ¨

European ¨

Global x

Please describe the characteristics of your target market.

The product is addressed to the global market. Potential users are: 

  • Research institutes specialized in the air pollution field, as well as national and international organizations dealing with issues of the environment, the climate change, air pollution etc., such as the European Environment Agency (EEA), OECD, Intergovernmental Panel on Climate Change (IPCC), World Health Organization, World Meteorological Organization (WMO), the International Institute for Sustainable Development etc.
  • Local stakeholders, such as governmental agencies, especially of medium and large cities, where the occurenece of elevated air pollution levels constitutes a major problem for the citizens.
  • Enterprises willing to undertake environmental impact assessment of their industrial facilities or for emergency planning assessment (e.g. for chemical industries).

 

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. OFIS is a validated model which has been tested extensively in a number of case studies. Besides, contrary to the needs of its competitive models, OFIS requires a low computational effort and is fully compatible with the other air quality models developed by LHTEE (eg. MEMO, MARS/MUSE etc). 

As regards the existing competitive models, most of them have been developed as “community models”. Although the community development scheme offers certain advantages, it is mostly research driven and often more slow in responding to specific needs from authorities and other end users.

 

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 is addressed to a developing market due to the recent legislations considering air pollution control which have been imposed by national authorities and European and international organizations. More specifically, the recent European Union Directive (2008/50/EC) encourages the use of computational methods along with direct monitoring and remote sensing-based assessment methodologies and leads to the widening of the market for air quality models like OFIS.

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)

The product can be characterized as being at the stage of growth. It belongs to a set of models that have been used in many applications by international organizations. However, its popularity is connected to the widening of the market.

2e Strategic partnerships (existing or potential).
The development of OFIS model is a result of the effort undertaken by the LHTEE scientific team. However, cooperation with other organizations/research teams has been developed on the basis of testing the model in different case studies. 

Regarding potential partnerships, these could include the establishment of a permanent cooperation with international or European institutes. More specifically, as in the case of other models examined, OFIS model can be combined with other models, on the basis of developing a large scale observatory for cities that would support air quality control strategies and would allow for a more efficient policy making.

SECTION 3: The Competition

3a What is the competition within your target market?
Competitive models have been developed by research labs and organisations that deal with air quality (pollution and dispersion) issues. Similar to OFIS model are the following: 

-      The community Multi-scale Air Quality (CMAQ) modeling system, which can be used for conducting urban and regional scale model simulations.

-      The Comprehensive Air quality Model with extensions (CAMx), a publicly available open-source computational system for the integrated assessment of gaseous and particulate air pollution.

-      The Weather Research and Forecast (WRF) Model coupled with Chemistry (WRF-Chem), which has been developed by the US National Oceanic and Atmospheric Administration (NOAA) provides the capability to simulate chemistry and aerosols from cloud scales to regional scales.

 

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)

OFIS is a model that does not demand high computational effort. It is compatible with other LHTEE air quality modeling tools and, therefore, it can be directly used as part of an integrated air quality management modeling system. In addition, the model has been tested in many case studies and model inter-comparison activities, and it has been found to be a quite reliable tool for the efficient assessment of urban air quality. As it does not constitute a community model, OFIS is provided as a package application including supporting services and the ability to incorporate new features according to the challenges that emerge from each application.

 

3c Potential products relate to the following price range: 

• High price range

• Average price range

• Low price range

There is no price range available for competitive models. Most of them are available for free use, with the required modification undertaken by the user himself/herself. In general, the use of OFIS model can be priced according to the client’s specific needs and the specifications of the requested application.

 

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 be marketed to free markets, although the degree of openness to the public is related to the product outcomes (basic information of air quality, or information of the pollutants dispersion) and the restrictions imposed by the client himself.

 

 

SECTION 4: Indicators

 

Estimated cost of the new products -
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) -

 

KEYWORDS QUANTITATIVE ASSESSMENT (0-5).

 

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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