Emotiv System

Emotiv System Min Company screen background When Tan Le and Nam Do sold their order and earned a large of money in 2003, they decided to take a current challenge about processing brainiac signals. Then, together with Allan Snyder, a physicist and Neil Weste, a chip designer, they founded Emotiv Systems Inc.. The partnership built a R&D lab to develop a workable system about brain signals process. Finally, the team had a breakthrough-successfully developed basic technology called EPOC, which can learn 30 mental states and process brain signals into software algorithms.Now, The company wants to rear this new considerate technology into securities industry. However, there are many issues need to be decided, such as 1. To impel as a PC-only whatsis or both encourage enabled and PC enabled, which is better? 2. If Emotiv plans to launch into console marketplace, what marketing strategy would best promote rapid adoption? 3. What kind of demand could materialize for the EPOC console-enabled? How about if only PC enabled? Technology maturement about brain activity Actually, many approaches were developed all the judgment of conviction for transmitting brain activity.Tech method Advantage Disadvantage fMRI through magnetic properties of oxygenated blood 1. Able to get strong signals2. Able to purloin what different brain structures are doing 1. Much cost2. Large size of tool PET Through injections of radioactive tracers 1. More portable than fMRI machines 1. dear(predicate) process2. Consumer are hard to be willing to endure EEG crosscut brains protective layers 1. Portability2. Low cost 1. Bad make on signal quality EPOC Through a head pot to capture brain signals 1. Portability2.The cost is reasonable According the table above, we knew EPOC is a new technology that is innovative enough for Emotiv to stress launching into market. Console-Enabled market Gaming market is certainly a giant market from which the company can earn amounts of money and creates much profit, especially for console-enabled market. Then, its infallible to seek the chance to cooperate with console makers. The following is the comparison for desire cooperation with different console makers. Console maker Group of consumer Issues Nintendo Wii Casual gamers 1.Lacking in computational power. 2. Planing to localize on improving existing technology instead than trying a new one. Sony PS3 Mix of hard core games Harm for cooperation1. Sony company was highly divisive with PS3 hardware and software. 2. Sony Europe was willing to cooperate with Emotiv, hardly it needed to dumb down EPOC just for releasing a dim-witted version. Benefit for cooperation1. Sony PS3 is less competitive than Wii for less complex controllers and needs a new technology. 2. Sony Europe group has autonomy to decide whether to cooperate with Emotiv. Microsoft Xbox 360 hard-core gamers 1. Not include a high-definition DVD in console2. Taking a policy of wait-and-see. 3. Wanna other(a)s to prove the concepts first According the comparison above, we can reason out Sony is the best choice if Emotiv manages to convince one of the console makers in snip for a fall 2008 debut. And the demand of new product needs to focus on hard-core gamers. Then, the marketing strategy is the key to best advance rapid adoption. Product With the platform of Sony PS3 and EPOC systemPrice Using perceptiveness pricing to capture market share Place Retail furrow including Sony and Best Buy, e-tailers, company Promotion Bundling with PS3, Selling CDs with inclusion of experience, etc PC-Gaming market For gaming, except console gaming, PC gaming also take all over a large part. Therere several features as following. 1. PC gaming was less than 1/5 size of console market. 2. patch development for PC was less concentrated, then there were more PC games. 3. There had been a trend to open brain computer porthole technology. . The demand of PC gaming would focus on very hard-core gamers and role-playing gamers. 5. PC and Console Gaming profits are inversely proportional to each other. Conclusion According all the information above, theres a conclusion that EPOC will have a beautiful probability with no matter Console market or PC-Gaming market. Emotiv may launch its technology at both the markets, but what it needs to do the nearly important now is firstly to launch at console market, seek to cooperate with Sony, capture the market and finally aim at other goals.