Sn

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From Visions to Reality Road Show II Mexico in
European Union
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Final conference in Bratislava, student
presentation
Blue Danube Robotics
Ana Cristina De la Colina Bores Andrea Castillo
Guzmán
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Agenda

• Introduction
• Research questions
• Methodology
• Main Results
• Indicators of Potential Market and Growth
• Competitors
• Buyer- User
• B2B / B2C
• Conclusions
• Recommendations

REALITY project, Final conference in Bratislava,
Student presentation
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Research Questions

1. What is the market potential for a medical robot
   for handicapped people?
2. What are the key user requirements for adopting
   medical robots for handicapped people?
3. What product features are necessary to be
   comparable with handicapped peoples living
   conditions?
4. What is the willingness to pay for such a medical
   robot?
5. Which business model seems to be successful?

Initial countries Austria, Czech Republic,
Mexico, Slovakia and Spain.
REALITY project, Final conference in Bratislava,
Student presentation
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Methodology

1. Research Questions assigned preliminary
   research
2. Meeting with Austrian students
3. Meeting with Tobias Ferner, member of Blue Danube
   Robotics.
4. Coaching and lectures with Dr. Wolfgang
   Schildolfer and Dr. Rainer Hasenauer.
5. New arrange of countries to be analyzed was
   Austria, Canada, Czech Republic, Mexico,
   Slovakia, Spain and Sweden.

Secondary and Tertiary Research
REALITY project, Final conference in Bratislava,
Student presentation
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Main Results
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Indicators of potential market and growth
Most attractive markets Austria, Canada and
Mexico

• TARGET Disabled people with functional,
  motor or physical disabilities who are able to
  make voice commands for interacting with the
  robot.
• Canada? 4.68
• Austria ? 3.07
• Mexico? 2.84

REALITY project, Final conference in Bratislava,
Student presentation
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POTENTIAL GROWTH
Note Mexicos informal employment rate t is of
59.
Austria and Slovakia are the most scarce in the
supply of nurses.
REALITY project, Final conference in Bratislava,
Student presentation
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Competitors
Company Name Robot Name Price (EUR) Country Functions
Blue Danube Robotics Blue 10,000 Austria Affordable Semi-autonomous assistive robot. Air Skin Voice Command 6 hour battery and it will lift up to 3 kg objects.
Softbank Mobile Aldebaran Robotics Pepper 1,130-1900 Japan Companion robot Uses cloud-based artificial intelligence to study gestures, expressions and speech. Lithium-ion battery that lasts over 12 hours.
Shadow Robot Company Dexterous Hand 90,000 United Kingdom Ultra sensitive touch sensors on the fingertips (129 sensors). Human sized Great mobility
Kinova JACO Arm 40,000 Canada An assistive robot arm It can carry up to 1.5 at mid-range and 1 kg when fully extended. Needs wheelchair to function. Light, compact and power efficient.
REALITY project, Final conference in Bratislava,
Student presentation
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User or Buyer

• B2C buyers
• Disabled people themselves
• Responsible person (family or nursing/retirement
  homes)
• Dependency ratio
• Austria 27.3
• Canada 22.2
• Mexico 9.8.
• Publicity should vary for this two segments.

The user might NOT always be the buyer.
REALITY project, Final conference in Bratislava,
Student presentation
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B2b/B2c
B2B most attractive markets are

• Canada
• Mexico

• Due to
• Good health care system
• Strong private institutions

REALITY project, Final conference in Bratislava,
Student presentation
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B2b/B2c
B2C most attractive market is

• Austria

• Due to
• High health expenditure per capita
• Nurse scarcity

REALITY project, Final conference in Bratislava,
Student presentation
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Conclusions

• Top 3 largest markets of disabled population
  Austria, Canada and Mexico.
• Future demographics Increasing elderly
  population.
• Spending per capita purchasing power Canada
  Austria.

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Conclusions

• Potential markets requirements
• B2C
• Increasing elderly population
• High disabled population
• Nurse scarcity
• High health expenditure
• High purchasing power per capita in health
• B2B
• High disabled population
• Sources of expenditure
• Good health care systems
• Strong private institutions

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Recommendations

• Market potential depends on the business model
  chosen.
• Elderly population should not be overlooked as a
  target.
• Countries with younger population should not be
  dismissed, if private institutions are strong.
• Difference between user/buyer should be clear for
  marketing campaign.

REALITY project, Final conference in Bratislava,
Student presentation
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Recommendations

• In B2B, consider al people involved in buying
  center.
• Reduce time to market.
• Dont lose sight of unique value proposition.
• Use community based innovation to avoid market
  resistance.
• Appeal to psychological needs.

REALITY project, Final conference in Bratislava,
Student presentation
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From Visions to Reality
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