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…
UV-PoMo is a high sensitivity, airborne, ultraviolet, remote sensing digital camera. It can capture images showing pollution in specific areas. It’s not representing a radical new product as digital cameras already exist, but it represents a different possibility of application of a digital camera (i.e. applied to an airborne or helicopter). Furthermore, the product is related to cost reduction.

 

 

 

1b

What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Considering already existing similar products, UV-PoMo presents easy technical characteristics that can enable the final user to capture images showing pollution in specific areas by the use of ultraviolet technologies, with no problems related to the weather conditions.

Other added values:

-          High quality technology deriving from technological transfer of space research results and space products, in particular of sensors mounted on UVSTAR (Ultraviolet Spectrograph Telescope for Astronomical Research), that is the main payload for space science realized by CARSO, and which provides the finest pointing system

-          Cheapness respect others monitoring systems

-          Oil spill detection and mapping

-          Detection in darkness and under severe weather conditions (i.e. rain, fog, snow), and both by day and night

-          Early stage monitoring with consequently environmental and financial benefits

-          High resolution imagery of oil spills on the water surface;

-          Information on the spreading of oil and indication of the relative oil thickness within the oil slick;

-          Improvement of efficiency in cleaning-up operations

 

1c

What is the Unique Sales Proposition of the potential product?
It owns the most advanced technology for airborne monitoring of waters thanks to sensors already tested and used in space payloads, flown 3 times in the space.

 

 

 

SECTION 2: The Market

 

 

2a

What is the target market for the product?

National ¨

European ¨

Global ý

Please describe the characteristics of your target market.

The target market for the product can be considered global as it is addressing a global problem as marine pollution is representing. Possible clients can come from all the Countries dealing with marine pollution or environmental monitoring performances.

 

 

 

 

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

There are already existing monitoring systems but they are mainly based on satellite technologies. The main added value of the present product is the fact that captured images are not influenced by weather conditions or low visibility (i.e. by night). The opposite instead happen for satellite technologies.

So, it’s not a leading product by it has specific performance characteristic that are unique and can render it very interesting for the target market.

 

 

 

 

 

 

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 market is already developed, there is an existing demand that can be satisfied. It is demonstrated by the fact that some Asiatic Countries already expressed an interest in this new technology.

 

 

 

 

 

 

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 is ready for application and the first prototype has already been utilized on an airborne by the National Institute of Oceanography and Applied Geophysics as a pollution monitor instrument, in particular for the detection of the oil spill in the Gulf of Trieste.  Nevertheless, some upgrading and improvements are advised.

 

 

 

 

2e

Strategic partnerships (existing or potential).
Strategic partnership is represented by institutions and organizations dealing with monitoring of maritime pollution, protection of the environmental conditions, ports, oil terminals, but also coastal and internal waters surveillance.

 

 

 

SECTION 3: The Competition

 

3a

What is the competition within your target market?
There are some similar products already on the market. They are represented mostly by satellite applications (which are more expensive than UV-PoMo, and can provide partial information as are linked to a specific imagine and are influenced by weather conditions) and on site applications as buoys (which are not able to give constant information).

 

 

 

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)

Considering the existing similar products present on the market, UV-PoMo will permit to reduce costs for monitoring, and thanks to this system, linked to the H20 system, the final user will be able to monitor a specific area and its parameters non-stop and in real time. In this way, the final user will be able to act immediately in case of dangerous or critical environmental situations, and prevent environmental disasters.

 

 

 

3c

Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

The cost is depending on the instrument setting, but in general it is very competitive comparing to more complex and expensive aircraft cameras.

 

 

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

As the product is addressing a global problem, common at international level, and all Countries can be possible beneficiaries, the suggestion is to market it to regulated markets in order to ensure the correct monitoring and sharing of information, especially when it can help the prevention of environmental disasters.

 

 

 

 

 

 

 

SECTION 4: Indicators

 

Estimated cost of the new products € 20.000 – € 70.000
Expected market volume (potential / maximum number of users) n.a.
Expected sales volume n.a.
Expected market share of the company (proportion between sales and total company sales in the relevant market) n.a.

 

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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