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…
Once the technology will be applied to a product, it will generate a new product related to a technology-driven innovation.

It’s not a product expected by the market, but it can find different applications in the market and replace existing products.








What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The new solution can provide better technical characteristics. The WiWi technology is not limited to end-to-end communication, it can act as a sort of wireless where short range transmission is not a limit but can be seen as a guarantee of communication maintenance preventing interceptions that can cause the lost of information.

Companies with R&D departments active in the pervasive computing field could be interested in this new solution because latency and throughput are predictable and deterministic, and therefore compatible with time-bounded applications.

Possible fields of application  of the final product can be:

- the military/security defense: the WiWi technology could permit the communication where long range radio is unfeasible or does not provide security enough.

- the traffic/logistic monitoring: the WiWi technology could permit to monitor the traffic in specific/crucial points of a City only through the application of “invisible” sensors.





What is the Unique Sales Proposition of the potential product?









SECTION 2: The Market




What is the target market for the product?

National ¨

European ¨

Global ý

Please describe the characteristics of your target market.

At this stage of development, it’s difficult to determine a target market as it is not yet a product. Considering, in theory, the main possible fields of application (security/defense and traffic monitoring), a global market could be targeted as those sectors are of global interest.

Potential users can be grouped into the following categories: public sector bodies including national agencies for the security and defense, police departments, first aid providers, municipalities etc.; private sector companies producing monitoring and/or surveillance systems for private use (i.e. in a house).

The WiWi technology should first find an industrial partner with technological capacities in order to optimize the hardware and realize a prototype. After this step it will be possible to identify more precisely the target market of the product.






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 WiWi technology is at a development stage, but has already proven its potential.

The protocol is ready for application, some tests on the chosen hardware platform have been performed, but there is the need to go further with a prototype development.





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 has yet to be developed, it’s not a market-driven innovation.



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)

Implementation: the R&D result has been tested in laboratory, good results have been registered as well as some critical issues. The technology need to find a modality to guarantee a self alimentation. For that an industrial partner able to generate pervasive technologies is fundamental.

In order to be marketable, the WiWi technology has to be incorporated in a product, therefore a partnership with a company is needed.





Strategic partnerships (existing or potential).
An industrial partner is fundamental in order to pass from the technology to a market-oriented product.

Although the research has been started because of an industrial hint, at the present stage there aren’t established agreements and/or partnerships.

In the Region FVG there are some potential industrial partners that could be addressed first, to see if further development can be pursued in the local territory with local instruments (i.e. Regional Funds opportunities).

If the industrial partnership will demonstrate a global need and a wider application of the new product, also European funds for further Research could be addressed.  In order to proceed with the Research, other partners (Academic, Research-oriented) should be addressed at European level.





SECTION 3: The Competition



What is the competition within your target market?
Once the product will be realized, it will be unique.




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)

It’s competitive advantage will lie in its differentiation to the already existing products.

WiWi is providing a new communication scheme which builds up a bidirectional wireless communication channel with deterministic properties in terms of throughput and latency over a strip of pervasive devices with short range transmission capabilities. For example, it can be used to collect data from sensors along the path, thus acting as a virtual conveyor belt.





Potential products relate to the following price range:

• High price range

• Average price range

• Low price range





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









SECTION 4: Indicators


Estimated cost of the new products n.a.
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.




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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