Charmed Technology Wearable PC

1
Charmed TechnologyWearable PC

• Amit Metser
• Andrea Aimi
• Ari Fudim
• Mohit Wadhwani
• Sandy He

2
Agenda

• Problem Definition
• Situational Analysis
• Alternatives
• Recommendation
• Implementation
• Q A

3
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.
• Optimized with peripheral input and display unit
• No formal Marketing plan to date!
• Need to determine next steps

4
Internal Issues

• Strengths
• Technological capability
• Unique brand promotion
• Sleek Design
• Cheaper than industrial wearable PC
• Potential of Nanix OS

• Weakness
• Focus is too broad
• Promotional activity is inconsistent/ineffective
• Undifferentiated Offering
• Group Oriented
• Dependence on peripherals

5
External Issues

• Threats
• Lack of Widespread wireless technology
• Availability of Substitute products
• Social Acceptance?
• Privacy issues?
• High technology growth pattern

• Opportunities
• Wireless infrastructure improving
• Wearable computer market expanding
• Height of technology bubble consumers are
  accepting of new technology

6
ProblemDefinition

• Given that Charmeds 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.

7
Alternatives

• Hire a Sales and Marketing team immediately
• Focus on Development

8
Alternative 1- Hire a Marketing Team

• 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 RD
  budget.

9
Alternative 2 Dont Hire

• 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

10
Decision
Criteria
11
RecommendationDo Not Hire Marketing Sales
Team at This Point in Time

• Focus on additional development to create a
  differentiated CharmIT offering
• Partnerships with defined markets exhibiting
  immediate usage potential (wall street,
  university, gamers etc.)
• Continue on-line selling (in 5s)
• Develop method for obtaining feedback
• Will allow for creation of New market through
  emphasis on function-specific software

12
Implementation

• Create promotional pricing strategy
• Outsource peripheral development
• Allocate development resources as follows