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JJiku

- The New E-Reader Andrea San Buenaventuran Illiana Begetis Jim Chen


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Jiku : Introduction 

* e-Readers a growing trend (Kindle, nook, nookcolor, iPad) * a new target audience to market : children * Product concept - Jiku : children’s e-Reader * an opportunity for Sony to earn more of market share * Sony utilizes newest technological advances


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Jiku : Market Analysis

Scholastic Study: Kids will be a cash cow for e-book and reader growth


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Jiku : Market Analysis Market  Share   5%   35%   60%  

Sony PRS Amazon Kindle Other


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Jiku : Market Analysis


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!"#$ % Pricing Strategy


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Jiku : S.W.O.T Analysis


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Jiku : Technology

Overview - The current flexible display is based on two core technology: OLED & OTFT

Black/White Flexible Display by LG & Philips

- The flexible display has been considered as the future of the next generation display.

- Major companies highly involved in the R&D of the technology include: Sony, Samsung, LG, Asus, Philips, and HP.

The Actual Application In 2008, Philips launched the first production rollable display ereader - the Readius. Readius Key Specs:

Philips - The Readius

115 g 5 inch 16 grayscales display 115 * 57 * 21 mm 30 hours of continuous reading GSM/HSDPA USB 2.0 Bluetooth microSD


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Jiku : Technology

OLED - Organic Light-Emitting Diode An OLED is a LED in which the emissive layer is a film of organic compounds which emit light in response to an electronic current. The OLED display can function without a backlight. Thus the display can be thinner and lighter and consume less power. Under a low ambient environment, the OLED display can create higher contrast that the LCD display. Early OLED Product

ADVANTAGES - Future Lower Cost

- Response Time

- Light Weight & Flexible Plastic Subtrates - Wider Viewing Angles & Improved Brightness

- Better Power Efficiency

DISADVANTAGES - Lifespan

- Outdoor Performance

- Color Balance

- Screen Burn-In


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Jiku : Technology SONY’s Leading Position - The first to combine the full-color OLED on the OTFT panle, supporting 16.8 million colors.

- The first to push the resolution to 120 * 160 pixel/80 ppi. - The first and the only company launch the first fully-rollable display.

Specifications on Sony’s rollable display: Size: 4.1 inch wide (expanded) Thinkness: 80 micro meters Number of pixels: 432 * 240 RGB mode Resolution: 121 ppi Number of colos: 16,777,216 Peal Luminance: >100cd/ms Contrast Ratio: >1000 : 1 Minimum Bending Radius: 4 mm

Sony’s Flex OLED on VAIO Laptop Concept


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Jiku : Existing Technological Advancements

SONY is one of the leading manufacturers of electronics. Components necessary for the construction of the Jiku have already begun being used with current products. They are one of the first companies to use and master the new OLED flexible display.

-The Sony CLIÉ PEG-VZ90 was released in 2004, being the first PDA to feature an OLED screen. - In 2007, Sony showcased 11-inch (resolution 960×540) and 27-inch (full HD resolution at1920×1080) OLED TV models. - In April 2007, Sony announced it would manufacture 1000 11-inch OLED TVs per month for market testing purposes. -On October 1, 2007, Sony announced that the 11-inch model, now called the XEL-1, would be released commercially; the XEL-1 was first released in Japan in December 2007. -In May 2007, Sony publicly unveiled a video of a 2.5-inch flexible OLED screen which is only 0.3 millimeters thick. -In 2008, Sony demonstrated a 0.2 mm thick 3.5 inch display with a resolution of 320×200 pixels and a 0.3 mm thick 11 inch display with 960×540 pixels resolution, one-tenth the thickness of the XEL-1. -In October 2008, Sony published research results on the possibility of mass-market bending displays, which could replace rigid LCDs and plasma screens. Eventually, bendable, transparent OLED screens could be stacked to produce 3D images with much greater contrast ratios and viewing angles. -Sony exhibited a 24.5" prototype OLED 3D television during the Consumer Electronics Show in January 2010.


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Jiku : Inspiration

The Inspiration - The design of

Jiku is inspired by the traditional paper scroll.

- The name “Jiku” is scroll in Japanese:

”軸“

- The design particularly take the ideas of light, small, and potability from the original design of paper scroll.

The PSP II Concept

The Traditional Chinese Scroll

The scrolling concept and the rollable display technology have been inspiring designers to come up with product concepts for hand-held entertainment station, e-reader, PDA, and mobile phones. The design of Jiku is inspired by these concepts. However, the retractable screen of Jiku take the concept further and provides extra protection to the screen.

The E-Roll Concept


8.1 inch

1.5 inch

Hrizontal View

The Goal - The design is aimed to reduce the size and weight of the reader as much as possible by using the flex ible display and the retractable machanics. FF

0.5 inch

/O

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Specs - Dimensions (inch): 8.1 * 5.0 * 0.5 (Expanded) 8.1 * 1.5 *0.5 (Folded) - Weight: 6 oz

- The goal to acheive is 1/3 of the size and weight of conventional e-readers.

ON

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Jiku : Prototype

- In this particular case, we use the specs of Barns & Nobles’ new NOOK Color as a reference.

0.5 in

ch 1

8. h inc

45 degree View


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Jiku : Prototype Aluminium Housing

- Dimensions: 8.1 * 5.0 * 0.5 (Expanded) 8.1 * 1.5 *0.5 (Folded) - Weight: 6 oz

Indicators: power/wifi/bluetooth

Top View Memory Card

USB/Charge

USB/Charger Slot

Memory Card Slot

Menu/Return Button & Optical Trackpad

3.5mm Headphone Jack

Expand

ON/OFF

ON/OFF Button

Speaker

Bottom View

Side View HD Flexible Display


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Jiku : Prototype - The combination of the X-Frame and the sliding rails on each side is good for the folding features and providing extra support to the screen when it is expanded. - The length of each frame is carefully measured to it can be fully folded into the aluminium housing.

Unlock

Unlock Unlock

Lock

Lock Lock

Unlock

Lock

- To fold or to expand the screen, the screen needs to be released first by sliding the release button.

- The release button is a feature that secures the screen’s position when both it’s folded and expanded.

Release Button Unlock

Back View

Lock

Unlock

Lock

Unlock

Lock


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Jiku : Mechanism 2.8� inch

The X-Frame The framing system on Jiku uses the sliding rail system. The implementation of this design is to provide extra support to the screen when it is expanded and to stablize the retractable machenism.

2.2� inch

The range the wheels travel is exactly the width of the screen. Therefore, the screen can be fully folded. The length of the x frame is exactly the height of the screen. Therefore, the fames can be folded underneath the housing as well.

Unlock

Lock


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Jiku : Mechanism

Slide Rails and Wheels The slide rails and wheels are used to “transport” the screen. The top and the bottom of the screen will be coverd with materials such as rubbon for protection purpose. The screen will be slided in to the rails on the top and the bottom of the aliuminum housing and moved by the wheels.

Stopper/ Lock/Unclok Button

Hydraulic Cylinder The hydraulic cylinder is installed for two puposes: 1. To make the movement of the screen smoother. The presure setting in the cylinder will be set to make the movement slower for the protection to the screen. 2. To save electricity, with the hydraulic cylinder, theoratically, the presure in the cylinder can be created during the movement. Therefore, there’s no need for the electric motor to be installed.


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Jiku : Interface

Optical Trackpad

The optical trackpad is equipped with optical sensor that tracks the optical signal reflect from the movement of the user’s finger. Compared to the conventional trackball, the optical trackpad responses more quickly and accurately. Scroll the page up/dopwn

Flip the page left/right

Control - Flipping - move finger from left to right - Scrolling - move finger up and down - Browsing - put the finger on the sensor, an arrow would show on the display. Move finger to navigate. - Select - press one time - Return - press twice - Main Menu - long press


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Jiku : Interface Multi-Media Book -

Static Book - Books for static reading.

The part is intergrated with the built-in dictionary.

Books featuring built-in videos, sounds, and interactive pages.

J “Jiku” Library -

access to the online “Jiku” library where books can be purchased and stored.

Game Book -

Books with built-in interactive games. The games aredesigned for learning purposes.


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Jiku : Platform

The Android Jiku’s platform will be based on the Android system for its open source feature. The open souce system allows multiple developers to collaborate and develop applications and UIs (User Interface). Considering that in the future, there might be Jiku for adults or other specific group of customers, Androids open source platform would help to reduce the cost of development.

The Cloud Technology - Google Owned and supported by Google, the Android system has full access to all the services Google is providing to its customers. All Google services are based on its advanced Cloud technology. The “Cloud” is a virtual storage where the users can store information online. The benefit of the technology is that the users’ information will not lost when they lost their device and the data can be easily transferred between device and device.

The Google Ebookstore Just at the begining of this month, Google launched its own online bookstore with more than 3 million collections. The service will be fully integrated with other services Google is currently providing. The Android platform will certainly take the most advantage of the new ebookstore. However, apps of the ebookstore are available to ipad, NOOK, and Sony as well.

Google - ebookstore


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Jiku : Online Book Store

ONLINE BOOKSTORE : Website selling eBooks for Sony’s eReader ( including children’s eBooks )

the website offers over 16,000 books for sale, ranging in a variety of prices and categories.


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Jiku : Pricing Strategy

The Jiku aims to fill the gap between the NOOK Color and the ipad. Due to the limited information on the cost of mass production of the flexible display, our pricing strategy is based on purely marketing point view. And our production cost evaluation will be based on the the pricing strategy and suggest a series of ideal numbers to the cost of each part. Retail Price: $729.00 Total Production Cost: $287.15 Production Cost Level: 39%

$249.99 ~ $499.00

To stay competitive in the price rage, the production cost of Jiku needs to be at the same level that other products in the rage have.

39%

We choose ipad as the model for our cost control and procing strategy. The analysis shows that through its entire product line up, ipad has a production level arround 40% to 45%

ipad 32GB 3G/WiFi Souce - iSuppli Corp. 2010


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Jiku : Production Cost Evaluation At retail price of $499, the suggested production cost for Jiku is $259.00, 75% of the average production cost of the ipad.

Kindle 2

US Dollar

Display Module CPU (Processor) WiFi/WLAN DRAM NAND Flash Battery Electromechanical & Machanical Power Management Wireless Other

Jiku + WiFi

ipad 3G + WiFi 64G

$ 60.00

32.3%

45%

$ 80.00

23.1%

$ 8.64

4%

4%

$ 17.00

4.9%

$ 39.50

21%

7.5%

$ 10.65

3.1%

$ 3.60

2%

3%

$ 11.90

3.4%

$ 2.50

1%

3%

$ 118.00

34%

$ 7.50

4%

6%

$ 17.50

5%

$ 18.59

10%

15%

$ 35.30

10.2%

$ 4.39

2.4%

0.5%

$ 2.40

0.7%

7.5%

$ 24.5

7.1%

$0 $ 32.11

17.3%

3%

$ 7.50

2.2%

$ 176.83

95.3%

94.5%

$ 334.95

96.7%

Total Manufacturing Cost

$ 8.66

4.7%

5.5%

$ 11.20

3.3%

Grand Total

$ 185.49

$259.00

$ 346.15

Total Material Cost

Souce - iSuppli Corp. 2010


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Jiku : Production Map

Major Suppliers in E-Reader Supply Chain Samsung (Korea) OLED Display

Ericsson (Europe) 3G & Wireless

Quanta (China &Taiwan) Modeling & Housing

CHI MEI (Taiwan)

Intel (USA) CPU

SanDisk (USA) Flash Memory

NVIDIA (USA) Graphic Chips

OLED Display

As the map illustrates, most of the parts will be made in Asia and the final assembling will be operated in China for the advantage of cheaper labor.

SONY (Japan) Lithium Battery

TSMC (Taiwan) Semiconductor

FOXCONN (China &Taiwan) Modeling & Final Assembling


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Jiku : Marketing Strategy and the Future  Get - To - Buy Strategy

Get : children 5+ To : Jiku, the New e-Reader By: the functions it offers - OLED display, optimal mouse pad, a large   variety of books to choose from, and other interactive, educational   exercises. Future Strategy - Jiku’s portability and lightness in weight potentially offers another    target audience for the future : business professionals - Color OLED display, a new technological advancement, the Jiku’s   Android application, and the eReader bookstore all provide incentives   for a business professional to purchase the Jiku for themselves and   buy the books they already provide for the Sony eReader.


Tired of Black and White?

Scroll Through the Unlimited Colors

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Jiku

- the next generation of ereader


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Jiku