Transcript Charmed Technology - Wearable PC

Charmed
Technology
Wearable PC
Amit Metser
Andrea Aimi
Ari Fudim
Mohit Wadhwani
Sandy He
Agenda
Problem
Definition
Situational Analysis
Alternatives
Recommendation
Implementation
Q &A
What is the CharmIT?
Who
is Charmed Technology?
 Spinoff
of MIT Media Labs in 2000
 Final
development stages of the CharmIT the1st wearable computer designed for the
consumer market.
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 No
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Optimized with peripheral input and display unit
formal Marketing plan to date!
Need to determine next steps
Internal Issues
Strengths
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Technological capability
Unique brand promotion
Sleek Design
Cheaper than industrial
wearable PC
Potential of Nanix OS
Weakness
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Focus is too broad
Promotional activity is
inconsistent/ineffective
Undifferentiated Offering
Group Oriented
Dependence on
peripherals
External Issues
Threats
Opportunities
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Wireless infrastructure
improving
Wearable computer market
expanding
Height of technology bubble
– consumers are accepting
of new technology
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Lack of Widespread
wireless technology
Availability of Substitute
products
Social Acceptance?
Privacy issues?
High technology growth
pattern
Problem
Definition

Given that Charmed’s goal is to penetrate
the mainstream consumer market:
 Is
this the most appropriate time to hire a sales and
marketing team?

How should the CEO of Charmed best allocate
resources to maximize growth and remain within
budgetary constraints.
Alternatives
1.
Hire a Sales and Marketing
team immediately
2.
Focus on Development
Alternative 1- Hire a
Marketing Team
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Only get one chance to release product.
If Charmed delays deployment, gives
potential competitor opportunity to penetrate
market
Developing for who?
Need to maintain “innovator” status
Increased sales will allow for increased R&D
budget.
Alternative 2 –
Don’t Hire

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Focus on better developing product to create a
more differentiated offering.
Wait for AR and other specialized software to
create “wow” factor
Establish partnership agreements with firms as
potential users
Sell product online (multiples of 5)
Prices can remain high
Decision
Criteria
Recommendation:
Do Not Hire Marketing & Sales Team
at This Point in Time

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Focus on additional development to
create a differentiated CharmIT offering
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Partnerships with defined markets exhibiting
immediate usage potential (wall street, university,
gamers etc.)
Continue on-line selling (in 5’s)
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Develop method for obtaining feedback
Will allow for creation of New market
through emphasis on function-specific
software
Implementation
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Create promotional pricing strategy
Outsource peripheral development
Allocate development resources as follows:
Design
Creative , 12%
Technology
Core Charm IT ,
21%
Applications
Software, 40%
Technology
Peripheral, 5%
OS
Nanix, 22%