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NTADBM

New Technology Application Design and Business Model

[ MOBILE COOLING MECHANISM ] Interim submission for course NTADBM @ IIM Ahmedabad, 2012


[ MOBILE COOLING MECHANISM ] Interim submission for course NTADBM @ IIM Ahmedabad, 2012

Instructors Rakesh Basant Deval Kartik Bhavin Kothari Jignesh Khakhar

Academic Associates Vijaya Rajeshwari Siddharth Mankad Anuradha Reddy


CONTENTS 1.

ACKNOWLEDGMENT

5

2.

THE PROBLEM

6

3.

I.

CAUSES OF HEATING OF PHONE

II.

NEED IDENTIFIED

THE PRODUCT I.

8

CONCEPT 9

4.

COMPETITORS

5.

COMPETITIVE ANALYSIS

11

6.

PROJECT SCOPE

12

7.

I.

MARKET SIZE

II.

WHY CONSUMERS BUY SMARTPHONES

III.

CONSUMER USE BEHAVIOR

KEY INSIGHTS I.

THE GROWING HEAT PROBLEM IN SMART PHONES

II.

PHONES ARE PRECIOUS ACCESSORIES

14

III. SMART PHONES NEED TO BE MORE DURABLE 8.

9.

DESIGN OBJECTIVES I.

PROTECTION FROM OVERHEATING

II.

SURPLUS HEAT DISSIPATION

III.

UNIFORM HEAT DISTRIBUTION

IV.

HEAT RECOVERY

V.

MINIMIZED ADDITION TO WEIGHT

TECHNOLOGY I.

THERMOELECTRIC COOLERS

II.

THERMOELECTRIC COUPLES PROPERTIES

III.

PREPARATION

IV.

TEMPERATURE OPERATING IN SMART PHONES

15

17


I.

CONSTRUCTION

II.

WORKING

III.

THERMOELECTRIC PERFORMANCE

IV.

THE FINAL PRODUCT

V.

BENFITS OF THE PRODUCT

11. USE SCENARIO

21

12. BUSINESS MODEL

22

I.

VALUE PROPOSITION

II.

REVENUE STREAMS

III.

KEY PARTNERS

IV.

KEY ACTIVITIES

V.

KEY RESOURCES

VI.

CUSTOMER SEGMENT

VII. DISTRIBUTION CHANNEL

VIII. CUSTOMER RELATIONSHIP IX.

COST STRUCTURE

X.

PROFIT CALCULATION

XI.

FINANCIAL FORECAST

13. BUSINESS PLAN I.

ENTRY BARRIERS

II.

SHORT TERM PLAN

III.

LONG TERM PLAN

IV.

EXIT STRATEGY

25

14. CHALLENGES I.

IPR PROTECTION

II.

FINDING MANUFACTURERS AND DEALERS

III.

MARKETING AND DISTRIBUTION

IV.

RESEARCH AND DEVELOPMENT

V.

DESIGNING AND PROTOTYPING

VI.

OPERATIONS

15. BIBLIOGRAPHY

28

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ACKNOWLEDGMENT We acknowledge the course instructors, namely Prof. Rakesh Basant from IIM A and Profs. Deval Kartik, Bhavin Kothari and Jignesh Khakhar from NID, Gandhinagar for the constructive and methodical guidance that the group has had from them. The group during the course of finalization of project report shall continue to seek their help and support. We also thank the academic associates for the course namely Vijaya Rajeshwari from IIMA, Siddharth Mankad and Anuradha Reddy from NID Gandhinagar.

5


THE PROBLEM Some of the research has advocated that the heat that's generated due to battery and electronic circuits and not the radiation that's emitted during transmission and receipt of radiation. Better Health Channel reports that radio frequency levels at certain levels has a heating effect which eventually can lead to decreased battery life, health issues and accidental risks. Other than the radio transmissions, all gadgets generate heat, but that heat is the enemy of battery life. A little heat from an electronic device is normal. It's an unavoidable side effect of charging, discharging, processing and illuminating. Just because gadget heat is normal doesn't mean it's good. To a user, excessive warmth emanating from a device may be irritating or even alarming; to the gadget in particular, its battery heat is a mortal threat. "Heat is a killer of all batteries," says Isidor Buchmann, CEO of battery-testing firm Cadex Electronics. According to his research, a lithium-ion battery stored at 40 percent charge and 104 degrees Fahrenheit a realistic temperature for common cellphone use will lose 15 percent of its capacity over the course of a year. That number jumps to 35 percent if the battery is stored at full charge, as in the case of a laptop that's left plugged in all day. Smartphonesâ€&#x; apps running in the background also impact the heat of the phone. The most likely culprit is actually a phone's case especially if it includes a battery pack of its own.

CAUSES OF HEATING OF PHONE

MALFUNCTIONING AND IMPROPER CHARGER:

Malfunctioning or broken chargers are the No. 1 cause of cell phones becoming hotter than usual. Broken chargers typically channel the wrong voltage to your phone's battery, causing the unit to heat as the excess electrical energy transforms to heat. Using a charger that is not rated for one's phone battery type can also cause the phone to heat up.

INSUFFICIENT AIR CIRCULATION:

Computer processors generate heat. Cell phones use computer processors, and are designed to take that heat from the processor and transfer it somewhere where it won't damage the sensitive internal electronics: typically to the phone's external casing where the excess is disbursed by normal air circulation. Keeping your phone in pocket or in any similarly closed location prevents the air from cooling the phone. 6


HEAVY USAGE:

Computer processors generate more heat the more they are used. Using phone for extended periods of time, especially for process-heavy applications, the unit to heat up is more than usual.

NEED IDENTIFIED

So, what, if anything, can be done about an overheating gadget? Efficient thermal management for mobile devices like smartphones is crucial to increase battery life and wasteful heat loss from circuit. Temperature reduction (possible through efficient casing designs) ensures power conservation in device, and increases device longevity. Due to lesser moving parts in mobile devices, wear and tear due to motion is of lesser concern than that caused due to locked heat in the mobile circuit system. Overheating of smartphones yields slowed short-term performance due to avoided thermal runaway, apart from damage to mobile components causing longer tem performance related issues.

7


THE PRODUCT

The product Cool Tec is a mobile thermal management protection that ensures managing and reuse of heat generated in smart phones and PlayStations to be dissipated through the use of thermo electric nano materials and associated technology.

CONCEPT

The concept is to dissipate the heat generated in the high end smart phones due to the using of phone for longer duration, while charging or use of high processing applications. We plan to use Thermo Electric Material to absorb the heat generated and convert it into electric energy that can be used to recharge the phone.

8


COMPETITORS Research and prototypes have largely focussed on the convective means of heat dissipation. A more recent one was a multichip module consisting of laminate substrates connecting GaAs and Silicon made active devices. Therein, the thermal transmission is enabled through the top surface of a die to the external test board5.

In another cooling application made for Sony PSPs, the fan was designed with an in-built battery operated mechanism (NiMH rechargeable battery). While this was designed primarily for Sony PSPs, one of the underlying disadvantages remained the need to recharge it with ac power adaptor that came with the PSP6.

9


Koolexâ€&#x;s (from Pouch World) Mobile Cooling pouches with Silica Gel based cooling pads that ensured heat dissipation while charging the phone and communicating using it. It was claimed to provide extended and improved battery life of mobile phones for which it was used. It was also meant to ensure comfortable listening while reducing the temperature around the speaker area.

10


COMPETITIVE ANALYSIS PROBLEMS WITH THE CURRENT PRODUCTS 1. 2. 3. 4.

These products are not aesthetically appealing They make the phone look bulky They add to the weight of the phone They restrict on use of the phone

CONCLUSION

All these products are not suitable for high end smart phones which are more like an accessory to consumers. The customer pays for various features which they want to use fully. Thus a product that takes care of functionality and aesthetics of the phone should work well in the market.

11


PRODUCT SCOPE MARKET SIZE

Worldwide, smartphones are the communications accessory of choice, including in emerging markets where consumers are taking up new, more basic models as this prop moves from being a luxury item to a necessary lifestyle aid.

According to Euromonitor International data, annual smartphone sales surged from US$7.9 billion to US$83.3 billion between 2005 and 2010, with China surpassing the USA as the largest national market during 2009. Real global smartphone sales are forecast to reach US$137.4 billion in 2012. For many developed market consumers, PCs and laptops are beginning to take a backseat as most smartphone owners use these convenient devices to surf the internet and watch TV anywhere from parliaments to buses. New aids such as Hive Dock, designed to assist elderly people with visual impairments to use smartphones will expand the population of smartphone users still more.

Retail Sales of Smartphones by World Region: 2010-2015

12


WHY CONSUMERS BUY SMARTPHONES

Smartphone is the technological equivalent of a Swiss Army knife. It represents a perfect example of the convergent digital device – absorbing common portable device functions like video and email as well as simple things like time keeping. With its key internet access feature, its function as information hub and checker, communicator and increasingly digital purse is assured. Consumers also treat their phones predominantly as representation of personality, status or style too.

CONSUMER USE BEHAVIOR

Euromonitor International's Annual Study 2011 confirms the centrality of smartphones to the lives of consumers in the following findings: 1. Mobile phones were used to buy an item or service at least once per month by 30% of online respondents; 2. As many as 33% of Chinese respondents make a purchase using a mobile phone at least once per week, compared to just 6-7% of respondents in France, Germany and Japan;

3. 33% of respondents compare prices in store with a phone at least once a month, while 30% make purchases with a mobile. China had the highest share of respondents who compare prices in-store at least once per week, at 39%, while 43% read reviews on their mobile phones. Young people are now so addicted to their mobile phones it feels like they have lost a limb when they are without them, a report published by the International Center for Media & the Public Agenda has found. Smartphones are so addictive that many users now hear “phantom vibrations” because they are desperate to receive new messages, and are obsessive about checking their emails and social networking sites an academic study from the University of Worcester has found. There's even a new condition 'text neck' caused by the time users spend hunched over mobiles and tablet screens. 2012 will see more consumers using their smartphones to make transactions, using mobile, cashless technologies from Near Field Communication to QR codes to personal card readers.

13


KEY INSIGHTS THE GROWING HEAT PROBLEM IN SMART PHONES

With the extensive use of applications and features of smartphones the phones get heated up. This is an emerging problem and has not been solved well by the existing few products in the market. The market size for smartphones has drastically increased and will soon penetrate to rural sector too. Since the problem continues to exist and the market size is high there is a huge scope for the product.

PHONES ARE PRECIOUS ACCESSORIES

Also the existing trend of using smart phone as an accessory reflects a need for a smart solution to the problem of heat.

SMART PHONES NEED TO BE MORE DURABLE

People are paying a lot for the gadget and want to use it for a little longer to avail the benefits of the value that they have paid for the same. Thus, a product that makes their smart phoneâ€&#x;s life longer would be a benefit for them.

14


DESIGN OBJECTIVES We identify the design objectives as under:

Protection from Overheating

Minimised Addition to Weight

Uniform Heat Distribution

DESIGN OBJECTIVES

Heat Recovery

Surplus Heat Dissipation

PROTECTION FROM OVERHEATING:

The thermo electric cooler circuit avoids temperature differences when the temperature limits are reached. This ensures reduced damage to the battery from overheating, thereby improving battery's longevity.

SURPLUS HEAT DISSIPATION:

Heat dissipation from the battery allows higher currents to be carried before the temperature limits are reached. Heat flows out of the battery by convection, conduction and radiation. The design objective is to maximize these flows by providing efficient heat conduction path from the battery deploying thermo electric coolant.

UNIFORM HEAT DISTRIBUTION:

We anticipate localized heat spots within the battery pack that may exceed the specified thermal limits. Through the battery is designed for optimal thermal dissipation, there could be a problem with the cells in a multi cell pack which will be surrounded by warm or hot cells compared with the outer cells in the pack experiencing a cooler environment. The design objective is, importantly, uniform heat distribution.

15


HEAT RECOVERY:

We, through this product design, extrapolate a possibility of converting the dissipated heat into electric energy to re-charge back the phone battery. This ensures that the design is eco-sustainable and saves electricity.

MINIMIZED ADDITION TO WEIGHT:

One primary design objective is to minimize additional weight to the mobile device. The design theory explores the possibility of deploying forced air cooling using a fan (s). Though simpler and inexpensive, the thermal capacity of air (the thermal fluid) limits the design effectiveness (the thermal capacity of air is low). We explore another optimal option of using low weight materials.

16


TECHNOLOGY The design employs thermo electric cooler materials which help convert heat (temperature differences) directly into electrical energy. The underlying principle is the “SEEBECK EFFECT” (or thermoelectric effect).

THERMOELECTRIC COOLERS

consist of electrically connected thermocouples (in series), sandwiched between two Alumina Ceramic plates. The desired cooling capacity may be altered with changing the number of thermocouples, from few elements to hundreds of units.

THERMOELECTRIC COUPLES PROPERTIES

The following physic-chemical properties of Bismuth telluride (Bi2Te3) find acceptance in the technical design: 1. Narrow gap layered semiconductor (trigonal unit cell). Valence and conduction band structure (many-ellipsoidal model with 6 constantenergy ellipsoids centered on reflection planes). 2. The Vander Walls bonding with the neighboring Tellurium atoms ensures easy cleavage along trigonal axis necessitating Bi2Te3 based material (those used for power generation/ cooling applications) to be polycrystalline. 3. The efficiencies of Bi2Te3 based materials can be enhanced by creating structures where dimension (s) is (are) reduced. N-type Bi2Te3 has demonstrated higher Seebeck coefficient (voltage/ temperature difference) of −287 μV/K @ 54 C. Nevertheless, higher Seebeck coefficient implies reduced carrier concentration and electrical conductivity. Occasionally, Bi2Te3 reports high electrical conductivity (1.1×105 S·m/m2) and low lattice thermal conductivity of 1.20 W/ (m·K).

PREPARATION

Bi2Te3 is synthesized by sample sealing (under vacuum) of bismuth and telluride in a quartz tube heated to 800°C (muffle furnace procedure to avoid explosion). Commonly available telluride of varying stoichiometry includes compounds of the Bi-Te-S-(Se) like Bi2Te2S (tetradymite).

TEMPERATURE OPERATING IN SMART PHONES

The electrochemical processes while charging/ discharging of phone battery yields significant temperature differentials. While the optimal battery performance is usually specified for + 20°C to +30°C range, significant performance deviations are reported at higher or lower temperatures. The temperature differential generated is ~ 35°C. 17


CONSTRUCTION

A typical Thermoelectric Module consists of the following components: Thermoelectric Material: These are semiconductors to be optimally sandwiched between two metal conductors controlling the charge carriage and improve heat pumping ability. Given the relative high figure of merit, Bi2Te3 is explored as design material. Alternative materials (for thin films) that have potent capacities include Sb2Te3 and Bi2Te3, Lead telluride (+ alloys), SiGe and nano-materials.

TIM (Thermal Interface Material): Underlying principle includes heat transfer from the object being cooled (or heated) to the Peltier module and subsequently to the heat sink. Given the imperfect nature of materials between the layers of object and Peltier Module (and Peltier Module to Heat Sink), the heat transmission may occur poorly. This necessitates the use of Thermal Interface Materials like ainlysilicone based greases, elastomeric pads and thermally conductive tapes. Heat Sink: Required for heating/ cooling the thermal load, heat sinks are deployed to collect/ dissipate heat from a source to another. This, thereby, reduces probabilities of TE device getting overheated. Conventionally, fan (s) is used to optimally minimize the size of heat sink size. Usage of two type of Material (p and n type): TE devices made of single semiconductor pellet can‟t optimally pump heat through them. Higher heat pumping capacities have been enabled through multiple semiconductor pellets in parallel, connected both electrically and thermally. Alternatively, N and P type pellets can be used in a thermoelectric couple (with a copper tab junction), enabling heat flow in a specific direction thus ensuring optimal configuration of a series circuit.

WORKING:

The battery is in direct contact with the heat sink which dissipates heat from the battery, eventually, transferring it to the dielectric surface of the TEM. By the virtue of „Seebeck Effect‟, the generated current is in turn used for charging the battery. A Bi2Te3 TEM (40 couple p-n junction) can produce 3V for a temperature gradient of ~8 C.

THERMOELECTRIC PERFORMANCE:

TEM performance depends on the following factors: 1. The temperature of the cold and hot sides. 2. Thermal and electrical conductivities of the device‟s materials. 3. Contact resistance between the TE device and heat source or heat sink. 4. Thermal resistance of the heat sink.

18


WORKING

1

2

3

4

The heat absorbed is transferred through substrate to thermo couples connected with conductor. The thermocouples are made of the thermoelectric nano material bismuth telluride.

Temperature difference between the cold side and battery when in contact start the energy transfer and convert the heat energy into electric energy which is directed to the interim storage and redirected to recharge the phone.

19


THE FINAL PRODUCT: DIMENSIONS (MM): Thickness: 1.1 Individual layer‟s Thickness: Heat Sink(copper plus thermal paste): 1mm Bismuth Telluride thermo couple layer: 0.1 mm SPECIFICATIONS: 3V for a temperature gradient of ~8 C Cooling power (ΔT = 20 K): 0.3 W

BENFITS OF THE PRODUCT:

Protects From Overheating Discipates surplus heat Distributes heat uniformily Recovers heat and converts into electric energy to recharge the phone

20


USE SCENARIO Here are a few scenarios in which the user would be using it. Sudip is a college going guy of 25 years. He is a very socialized person and has a few girl friends too. He keeps talking and texting from phone round the clock, while brushing, shitting, eating, sleeping, during lecture and wherever he goes. His phone used to get heated up a lot and he had to juggle for his ear phones or some air conditioner to cool his phone. Now he uses the CoolTec in his smartphone and is very happy as he can talk easily for long and his ear doesn‟t hurt because of the heat. His battery cycle has also improved by the self recharge mechanism. He is very happy now. Rohan is a gamer. He is a very tech savy person and loves exploring apps and games on his smart phone. His phone used to get heated on use of high power applications and internet-enabled functionalities. His hands use to sweat because of the heat and would get irritated and leave the phone. Now his smart phone has CoolTec. His phone doesn‟t remain hot and he can easily play for long. Ruparna is an co-orporate head and travels a lot all the time. She doesn‟t find many places where she can charge her phone frequently. Her smartphone‟s battery dies soon because of the over use of applications on the go. Now she has CoolTec in her smart phone which recharges her battery from time to time. She is very happy with the reduced frequency of recharging.

21


BUSINESS MODEL VALUE PROPOSITION

Cool Tec – A Mobile Thermal Management System ensuring dissipation reuse of heat generated in smart phones and PlayStations to eco-smart recharge of phone batteries. It is an eco friendly way to recover dissipated energy and converting it to usable electrical energy; with additional offering of increased durability of smart phones.

CONVINIENCE

SUSTAINABILITY

What do we offer?

COMFORT

USER SATISFACTION REVENUE STREAMS

We envisage the under listed revenue streams for the product: Through contract with mobile manufacturers: We plan to operate on contract based to enable sustainable operations in the initial years of existence. The primary challenge shall be to negotiate profitable terms with the case/ battery manufacturer. Through shared profit with on store sales: The product will also be sold through retail store where the challenge is to train the employees to be able to install CoolTec into the product. Through contract with other handheld devices manufacturers: We would be introducing it for other handheld

22


KEY PARTNERS 1. 2. 3. 4. 5. 6. 7. 8. 9.

Investors Employees Staff Mobile phone manufacturers Mobile phone dealers Other Agencies for outsourcing Machinery manufacturers Raw material manufacturers (nano materials and others) Government

KEY ACTIVITIES 1. 2. 3. 4. 5. 6. 7.

Research and Development Designing and Prototype Production and operations Finding manufacturers and dealers Marketing and Sales Finance and Accounts Legal Activities (IPR protection and other)

KEY RESOURCES 1. 2. 3. 4. 5. 6. 7.

Land Machinery People (Labor, Maintenance staff and employees) R&D Data Office equipment and furnishings Database of manufacturers Stationery and raw materials for prototyping

CUSTOMER SEGMENT

The end target customer segment are the final users of smart phone. Specially hi-end smart phones which are priced more than 20K.

DISTRIBUTION CHANNEL

The CoolTec would be sold to customers as an inbuilt part through smart phone manufacturers like Apple, Blackberry, Sony, Samdung etc. and as an additional product through smart phone dealers or retailers. It cannot be directly sold to the customers online as CoolTec needs to be connected to the circuit for recovery of heat.

23


CUSTOMER RELATIONSHIP

Since the product is meant to increase the life of the phone battery its performance would itself for better customer satisfaction. We would offer a separate warranty for CoolTec and change of the components in case of faulty performance. We would keep a close eye on the customer feedback online through reviews and through personal feedback taken from the dealers as they are more close to the end users.

COST STRUCTURE

CALCULATION OF COST PRICE Bismuth Telluride price = $1000/kg Density of Bismuth Telluride = 7.70 g/cm3 Typical battery surface area size = 25 cm2 Required thickness = 0.1 mm = 0.01 cm No. of Bismuth Telluride 0.1 mm films produced/kg = 1000/(7.7*25*0.01) = 520 piece (Approx.) Price per piece of Bismuth Telluride film = 1000/520 = $2 (Appprox.) Copper price = $10/kg Density of Copper = 8.96 g/cm3 Required Thickness = 1 mm = 0.1 cm No. of Copper 1 mm films produced/kg = 1000/(8.96*25*0.1) = 45 (Approx.) Price per piece of Copper film = 10/45 = $ 0.22 Total raw material price of the “CoolTec” product = $ 2.22 Assuming manufacturing cost per piece of CoolTec= $ 0.75 Total Cost price per piece of “CoolTec” = 2.22+0.75 = $3 (Approx.)

PROFIT CALCULATION

ASSUMPTIONS: Given high barrier to entry due to us having technology and first mover advantage, we will keep high margin of about $1 per piece i.e. around 33% margin. Apple iphone‟s has 16.9% share in smartphone market. Iphone‟s yearly sales are around 100 million sets. Taking double of the yearly sales of iphone as the proxy for yearly sales of smartphone over Rs 20,000, we get a market size for CoolTech of around 200 million annually. 24


Assuming we capture only 10% of this market in 1st year. This is quite probable, given our innovative product and low profit margin at our end.

Total yearly profit = 200*106 * 1 * 0.1 = $ 20 million

FINANCIAL FORECAST 2012

2013

Market Size (No. of smartphones sold (in million) of more than Rs 20,000)

200

218

Market share of CoolTech (in %age)

10%

15%

Sales of CoolTech (in million pieces)

20

32.7

47.524 64.75145 84.6949

Revenue from CoolTech (in million $)

60

98.1

142.572 194.2544 254.0847

Operating Margin in million $ (approx. 30%)

18

29.43

42.7716 58.27631 76.22541

NPV of first 5 year profit (in million $)

2014

2015

2016

237.62 259.0058 282.3163 20%

25%

30%

$137.25

Intial Investment (Assuming zero initial investment) Smartphone market Y-O-Y growth rate Discount rate (Assumption: given the risk taken)

9% 15%

25


BUSINESS PLAN ENTRY BARRIERS

Mobile phone cooling apparatuses have recently started gaining acceptance. However, the market receptivity continues to be localized to premium smartphone users. Few competitor companies like Koolex have launched coolant filled mobile covers. Barring similar companies and designs, there practically are no companies investing in smart battery coolant systems using thermo-electric materials (TEM) and eco-smart designs enabling recharging back the battery. On that front, we anticipate low entry barriers. We in subsequent sections, enumerate key operation challenges that may provide entry barriers during inception.

SHORT TERM PLAN Collaborating with R&D institutes to develop a working prototype and testing it

Getting patent for the product design, concept and manufacturing process

Third party/mobile manufacturer

Manufacture CoolTech ourselves or through mobile manufacturer/ third party?

Manufacture ourselves

Collaborate with multiple phone/battery manufacturing companies

Collaborating with venture capital firm for financing

Decide terms and conditions for revenue/profit sharing

Pitching to multiple phone/battery manufacturer for adopting CoolTech

Expanding the product line to other edevices through R&D

Increase revenue through B2B marketing activities

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LONG TERM PLAN: SCALABILITY AND EXPANSION

Given the on-going price war, and subsequent squeezing of profit margins of the smartphone and playstation players, the mobile handsets are expected to witness price reduction. Accordingly the market is slated to expand due to increased willingness to own affordable smartphones and playstations. Product differentiation shall remain key differentiation. Key operating players include Apple Inc., HTC Corp., Nokia Corp., Samsung Electronics Co. Ltd., Karbonn Mobiles, LG Electronics, Maxx, and Micromax. CoolTec is expected to find wide market receptivity given the expanding Smartphone and Playstation Market and increasing volume-based transactions in the industry. The thin film attachable product shall be advertised in print and online using Web 2.0 techniques leveraging effective content management capabilities. The online sales are expected to stabilise post year 1.

EXIT STRATEGY

CoolTec is expected to experience first mover advantage for being disruptively innovative in respective product segment. As the product matures, post growth and acceptance in the market, the possibilities of selling the patent right to a prospective manufacturer along with the unit may be explored. The product may be extended for other electronic appliances later.

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CHALLENGES IPR PROTECTION

One of the prime challenges shall be patent filing and commercialising fast in the market. Given the highly competitive and fast growing market the threat of replication is very high.

FINDING MANUFACTURERS AND DEALERS

Another operational challenge shall be to locate manufacturers of mobile phones that are ready for negotiating profitable terms and raw material and machinery providers who would help us with the asset adequacy for manufacturing the product. Post manufacturing, dealers and retailer network building shall require sales force preparedness and logistic challenges.

MARKETING AND DISTRIBUTION

A network of dealers and retailers can be built only through continued efforts towards sales and marketing of the product. Since this shall be disruptively unique in the product category for various smartphones, the product is expected to pick up in sales in year 1 itself. Sales shall be tied up with various smartphone manufacturers.

RESEARCH AND DEVELOPMENT

Given the dynamics of the smartphones market crowded with newer designs, we shall be required to set up a R&D wing that strives for requisite changes in design and utilities of the product. Development of working prototypes for demonstration to prospective clients shall requisite adequate design research and development.

DESIGNING AND PROTOTYPING

Pitching to prospective smartphone manufacturers shall be corroborated with functional prototypes in hand. Sufficient design and prototyping research and fund adequacy (for suggested and requisite design changes) shall ne remain a prime concern.

OPERATIONS

Logistic challenges of sales force preparedness, distributors and retailers for on-ground sales shall be an operational challenge. Ensuring sufficient brand equity online through continued costumer reviews and incorporation in designs shall be another.

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BIBLIOGRAPHY 1. http://www.dropeik.com/risk_excerpt.html 2. http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Mobil e_phones_and_your_health 3. Wikipedia

4. http://www.sciencedirect.com/science/article/pii/S1359431110002498 5. http://www.electronics-cooling.com/2000/05/a-system-level-coolingsolution-for-cellular-phone-applications/ 6. http://www.cellphoneshop.net/cofanforsops.html 7. http://www.popularmechanics.com/technology/how-to/tips/whydoes-my-phone-get-so-hot 8. http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResults

List.aspx 9. http://scienceray.com/technology/the-1-fabric-that-could-chargeyour-iphone-using-the-heat-of-your-body/

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Report by: Debasish Mitra (IIMA) Jyotika Bindra (NID) Ravish Kumar (IIMA) Tanu Malhotra (NID) New Technology Application Design and Business Model


Cooltec report