Module Platform Business Analysis

by Gerrit Muller Embedded Systems Institute e-mail: gerrit.muller@embeddedsystems.nl www.gaudisite.nl

Abstract This module provides an approach to analyse market and business to help in defining the platform scope.

The complete course PEVOCTM is owned by Embedded Systems Institute. To teach this course a license from Embedded Systems Institute is required. This material is preliminary course material. The final material and course information can be found at: www.esi.nl/cursus.

February 17, 2010 status: planned version: 0.2

Approach to Platform Business Analysis
explore markets, customers, products and technologies study one customer and product make map of customers and market segments identify product features and technology components make maps:
market segments - customer key drivers customer key drivers - features features - products products - components

determine value of features identify synergy and (potential) conflicts create roadmap and short term plan
Module Platform Business Analysis
c 2006, Embedded Systems Institute c 2006, Gerrit Muller 2

February 17, 2010 MPBAapproach

version: 0.2

Explore Markets, Customers, Products and Technologies

market segments
Asian country African Asian city US private US social

customers
Won Lan
cost

products
basic

technology
feeding power heating cooling

JJ express
quality

volume

P1800
traffic feeder buffer

1800k/hr

cost

P1900
quality

2100k/hr

buffering

EU

Pretoria national
power traffic

Johnson
taste

hf feeder

P2200
sunp.

2100k/hr

cleaning fast imaging

EU
quality

volume

Colum bia

feeder

P2600
cost buffer

3000k/hr

brain storm and discuss time-boxed

Module Platform Business Analysis
c 2006, Embedded Systems Institute c 2006, Gerrit Muller 3

February 17, 2010 MPBAexplore

version: 0.2

Study one Customer and Product
What does Customer need in Product and Why? Product How Customer What Customer How Product What

Customer
objectives
Key drivers Safety

Application
Derived application drivers

Functional
Requirements
Automatic upstream accident detection Weather condition dependent control Automatic counter flow traffic detection
De-icing Traffic condition dependent speed control

Conceptual
acquisition acquisition processing compress

Realization

Reduce Accident rates Enforce law Improve Emergency Response

Early hazard detection with warning and signalling Maintain safe road condition
Classify and track dangerous goods vehicles Detect and warn non compliant vehicles Enforce speed compliance

basic product excluding options

encoding

storage

optional option

display

display processing

decompress

decoding

Effective Flow

Reduce delay due to accident Improve average speed Improve total network throughput Optimise road surface

option dependency

applications

view viewport audio

PIP

adjust menu

view TXT browse

Enforce red light compliance

Speed up target groups
Enforce weight compliance

Anticipate on future traffic condition

services toolboxes driver

Smooth Operation

video drivers

TXT

etc.

networking OS CPU RAM

filesystem

Ensure Traceability Ensure proper alarm handling Ensure system health and fault indication

scheduler MPEG DSP

tuner

framebuffer

etc

Environment

Reduce emissions

Note: the graph is only partially elaborated for application drivers and requirements

hardware signal processing subsystem domain specific control subsystem generic

Module Platform Business Analysis
c 2006, Embedded Systems Institute c 2006, Gerrit Muller 4

February 17, 2010 MPBAproductMarket

version: 0.2

Make Map of Customers and Market Segments
functionality performance
P2600 P2200

maturity
P2000 P1900

change variation

P1800

cost
Module Platform Business Analysis
c 2006, Embedded Systems Institute c 2006, Gerrit Muller 5

February 17, 2010 MPBAproductMarketMap

version: 0.2

identify product features and technology components

features
basic

applications

adjust prepare
buffering cooling

order packing
heating

work flow process browse
cleaning feeding

1800k/hr

2100k/hr

3000k/hr

services toolboxes

fast imaging filesystem

networking
buffer

driver hardware
hf feeder

drivers store

drivers conveyor handling subsystem

scheduler robot power CPU

OS RAM etc

sunp.

climate subsystem

control subsystem generic

feeder

domain specific

Module Platform Business Analysis
c 2006, Embedded Systems Institute c 2006, Gerrit Muller 6

February 17, 2010 MPBAfeaturesTechnology

version: 0.2

Mapping From Markets to Components
basic 1800k/hr 2100k/hr 3000k/hr bufferi ng drivers sunp. mature cost changing cost feeder hf feeder store climate subsystem adjust order work flow

prepare cooli ng

packing heati ng drivers clean ing

process browse fast imaging filesystem OS CPU RAM control subsystem etc feedi ng

buffer mature performing changing performing

networking

scheduler robot power

conveyor handling subsystem

market segments

features

components

cost power traffic volume quality taste

products

2

1

customer key drivers

4
P1800 P1900 P2200 P2600

3

Module Platform Business Analysis
c 2006, Embedded Systems Institute c 2006, Gerrit Muller 7

February 17, 2010 MPBAmapping

version: 0.2

Example Criteria for Determining Value
• Value for the customer • (dis)satisfaction level for the customer • Selling value (How much is the customer willing to pay?) • Level of differentiation w.r.t. the competition • Impact on the market share • Impact on the profit margin Use relative scale, e.g. 1..5 1=low value, 5 -high value Ask several knowledgeable people to score Discussion provides insight
Module Platform Business Analysis
c 2006, Embedded Systems Institute c 2006, Gerrit Muller 8

(don't fall in spreadsheet trap)
version: 0.2

February 17, 2010 MPBAvalueCriteria

Determine Value of Features

products
P1800
P1900
P2200

market share

market share

sales price

sales price

features

feeder hf feeder buffer

1

5

4

3

4

4

4

sales price

5

4 2

3 2

4 1

5 2

3 2

4 1

4 2

3 2

sunpower

Module Platform Business Analysis
c 2006, Embedded Systems Institute c 2006, Gerrit Muller 9

February 17, 2010 PFproductFeatureMapWithNumbers

version: 0.2

market share

satisfaction customer

satisfaction customer

satisfaction customer

5

4 4

Example Platform Scoping

shared core technology intelligent buildings motorway management Closed Circuit TV audio broadcasting access control networking

heterogeneous domains and application railway stations airport terminals

Module Platform Business Analysis
c 2006, Embedded Systems Institute c 2006, Gerrit Muller 10

February 17, 2010 HMPAprojectsCase

version: 0.2

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