First Report Submission

(Universel Wireless Laptop Charging Mats)

Submitted to:
Prof Saji K B Nair,
IIM Lucknow

on 23rd September, 2010

As a part of the course

Business to Business Marketing

Submitted by:

Group – A6
Jens- Ole Kyhl Klitgaard IEP11016

Mads Overmark Jensen IEP11015

Madeleine Blin IEP11019

Raoul Ganon IEP11017

Hélène Domerc IEP11018

Martin Pellet IEP11020

Perrine Basset IEP11025

Venkat Deepak PGP24291

Kavinder Negi PGP25022

Sharath Shetty PGP25096

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Contents
International Business Machines –IBM.................................................................................................2
a) IBM Company................................................................................................................................2
b) IBM in India...................................................................................................................................2
The product...........................................................................................................................................2
Opportunities and development...........................................................................................................3
a) Opportunities.............................................................................................................................4
b) Potential customers...................................................................................................................4
c) Development.................................................................................................................................4
Cost Estimation......................................................................................................................................5

International Business Machines –IBM

a) IBM Company
International Business Machines (IBM) is an American multinational computer, technology
and IT consulting corporation. IBM is the world's fourth largest technology company and the
second most valuable global brand. IBM manufactures and sells computer hardware and
software, and offers infrastructure services, hosting services, and consulting services in
areas ranging from mainframe computers to nanotechnology. The company counts 400,000
employees over the world. IBM is a public company founded in 1911. Samuel J. Palmisano is
the President and CEO. The company offers a lot of different products like software, storage,
systems and servers, semi conductors, security products, printing systems …

b) IBM in India
IBM has been present in India since 1992 (re-entry, after an exit in the 1970s). IBM in India
has regional headquarters in Bangalore and offices in 14 cities including regional offices in
New Delhi, Mumbai, Kolkata and Chennai. Today, the company has established itself as one
of the leaders in the Indian Information Technology (IT) Industry.

The product
We would like to develop universal wireless charging mats that function alone or on any
platform (e.g. a table) for charging purposes. The product specifications include a mid-size

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(60x40cm) mat with a high charging efficiency. Employing magnetic induction technology,
the wireless charging mats act as universal wireless recharging hubs for a wide spectrum of
electronic devices equipped with rechargeable batteries.

Through direct interaction with the battery inside the electronic devices placed with
induction receptors, our products do not require various sets of plug-ins or adapters
affiliated with electronic devices. A unique charging technique is developing to provide a
more free contact without alignment. The products simultaneously charge multiple
electronic devices placed on an affiliated platform (such as the surface of a table) within its
magnetic field. Consumers therefore can easily charge their electronic devices by simply
placing them on the platform with our product.

Opportunities and development

As seen in the figure below, both transportation and especially air transportation accounts
for a substantial billion USD industry and is continuing to grow. As this is true, IBM India is
keen to develop products, which utilise on improving flexibility when travelling. By creating
universal wireless charging mats, IBM India can establish a lucrative market by targeting
such products to existing business segments such as hotels, airport/airlines, business
schools, and corporations. IBM will be able to benefit from integrating such products to new
and existing customers, as well as utilising on all synergies of providing ‘end to end solutions
to customers from hardware to software, services and consulting’ (IBM India, 2010).

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 a) Opportunities
On the one hand, people are becoming mobile, thanks to the development of transportation
and communication technologies. People use more mobile electronic devices than ever.
Recharging is always an issue reducing the mobility. Each device employs a unique set of
adapter. Hence, one has to keep at least one charging set for each device (smartphone,
mobile, portable media player, tablet computer, laptop, camera, etc.).

Not only do you have to carry all this facilities even for a one-day trip, also do things get
complicated with various sockets and voltage standard across the world (13 types of sockets
X 13 voltage standard).

On the other hand, our product perfectly fits a corporate use. The charging table would be
useful device for auditors, consulting teams and employees that use professional laptops
and cell phones, in order to facilitate their work.

b) Potential customers
- Hotels
- Airports
- International companies
- Consulting companies
- Corporate audit companies
- Business schools

c) Development

R&D:

1/ Develop the technology to be able to charge an electronic device just by contact

2/ Extend the application of our product to the wider spectrum of electronic devices

Marketing:

1/ At the beginning, target early adopters (hotels, airports) that really need this kind of
products (build our image with these customers)

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2/ Reinvest the first revenues into the marketing development in order to target a wider
array of companies

Cost Estimation

Potential Customers
Hotels 20686
Airports 2760
Volum
Corporates 1461217 e
Business School 11987
Total 1496650

Project Cost (in Rs.)

[Estimates]
S.No. Cost Element Unit Cost Volume Sub-Total Cost
1 Technology Cost 20,00,00,000 20,00,00,000
2 New Product 3,00,00,000 3,00,00,000
Development Cost
3 Marketing Cost
a. Distribution Cost 500 1496650 74,83,25,200
b. Sales Cost 500 1496650 74,83,25,200
c. Administration Cost 10,00,00,000 10,00,00,000
d. Promotion Cost 20,00,00,000 20,00,00,000
Total Cost 2,02,66,50,400