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…
PPETP is a protocol that allows to do video streaming to a large number of users, with a limited burden for the video provider. The basic idea is that each user “helps” the provider by re-sending the video data to other users. In this way the provider just needs to “seed” a subset of the users and the network will take care of the data distribution by itself.

PPETP innovation potential is both technology driven and market driven, because the video streaming needs are already known and there are some solutions to improve its characteristics.

The video streaming poses several technical challenges solved by this protocol that allows to offer a service to producers, and users.




What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The end users are spectators and television producers.

PPETP allolws to produce a web TV with better quality at the same cost.




What is the Unique Sales Proposition of the potential product?
Internet video streaming with Television quality at lower price for end users



SECTION 2: The Market



What is the target market for the product?

National ¨

European ¨

Global X

Please describe the characteristics of your target market.

The target market for PPETP is global because can be worldwide.

In this market there are television producers, contents producers and communities: also it is possible to put the people that realize videos for Youtube.




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

Producers of streaming services and producers of video peer-to-peer (P2P).

Software is ready for a testing phase, starting at the beginning of 2012.




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

There is an existing demand in the video streaming sector due to a request of end users to have a transmission better quality.




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)

PPETP is at implementation phase, with a realization of a prototype for the 1° quarter of 2012.




Strategic partnerships (existing or potential).
PPETP must define exactly its strategy: a potential partnership could be realized with open source community, to develop this idea with ADOBE approach to define an open source market standard.

In next future PPETP could become a spin off oriented to service delivery.




SECTION 3: The Competition



What is the competition within your target market?
The video streaming has 3 classes of competitors:

  1. television: video it is a sensitive market, with legal aspects
  2. professional services: good quality, related services as video recordings, cinema operators
  3. prosumers: producers-consumers that normally work with video programs as Youtube, with low quality

PPETP turns to class 2 users with prices of class 3.




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 competitive advantage is the low price for a good quality of video streaming.





Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

PPETP could be provided as open source product, that is a free version of the product.




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

PPTEP is marketed to free market, without any regulations or rules.




SECTION 4: Indicators


Estimated cost of the new products Not applicable
Expected market volume (potential / maximum number of users) Not applicable
Expected sales volume Not applicable
Expected market share of the company (proportion between sales and total company sales in the relevant market) Not applicable



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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