1. Reggy Mortier Market Director The moment of truth in launching innovations Het moment van de waarheid bij het lanceren van innovaties

3. Context

4. Product platform strategy Platform Strategy - Technology - Product Family Strategy - Market - Vision - People - New Product Introduction - Product / Service -

5. Three platforms / families of rugged displays

6. For extreme installations

7. In extreme environments 100% humidity, interference, sand and dust -46°C +71°C

8. Price range Low End Market Segment High End Market Segment

9. thinLITE display family

10. Determine: fix or find out precisely, calculate Product Life Cycle Monitoring (Management)

11. Determining the MoT = Profit monitoring x x MoT: Defining & Developing MoT: Selling

12. Result of our PLC analysis Main Segment Lower Cost & New Size & Performance Low End Market Segment - Disruptive, “Good Enough” Competition - Emerging Segments - New Requirements -

13. Control: be in command of, manage, restrain Product Portfolio (Platform) Management

14. To control the MoT = To USE your ... Cannibalization

15. Bad cannibalization Lost Profit by Bad Cannibalization GOOD

16. Cannibalize for MAXIMUM RETURN only BIO-MIMICRY Eliminate Competition - Procreation - Secure Food For Offspring - Procreation -

17. Cannibalize for MAXIMUM PROFIT only

18. Three possible profit scenarios: III is right one III II I 3000 6000 Cannibalized Profit Lost Profit To Competition Regained Profit New Profit

19. Resulting profit contribution & ROI 9000 III

20. MoT was about 2 years later: Hypothetical Ex. Investment

21. Secure: make certain or safe, succeed in getting Part I: Securing sales (and value based pricing) Part II: Securing maximum profit

22. Secure: make certain or safe, succeed in getting Part I: Customer Engagement & Involvement

24. Avoiding the Voice of the Customer “trap”

27. KANO Customer Needs Model KANO Leads to loyal customers & better pricing Didn’t do it at all Did it very well BASIC NEEDS EXCITEMENT NEEDS PERFORMANCE NEEDS Spoken Wants Unspoken Basics – Unless Violated Unspoken Excitement Satisfied Dissatisfied

28. Example: delight & lower cost !

29. Example: Product provisions lead to new uses

30. Secure: make certain or safe, succeed in getting Part II: Phased Product Introduction

32. Example: Phased introduction per segment Low End Market Segment Main Market Segment Emerging Segments I II III

33. Summary & conclusion