*Stupid interface cut out my last paragraph* Innovative products/services do not create the conditions for their adoption in the market; rather, market change is a process that must be managed. Crossing to Singapore means finding clear, compelling answers to why anyone would want the novelty. In the decade I've been commercialising innovation (note that flogging a me-too app doesn't count) I've consistently come across three key obstacles:
- *understanding* gap - What is it? What is it for? Does it naturally fall into existing categories? - *attractiveness *gap, What does it give/take away? Is it easy to see or experience the value?; and - *behaviour change* gap. What do I need to do differently? How much learning is required to get these benefits? Who has to change? 17:34:11 UTC+8, drllau wrote: > > Scann3D <http://www.scann3d.com.au/>is one of those companies that has > gone from chicken to egg (no offense but refers to observation that in > cooking the chicken is involved but egg is committed) in making the jump > from 3D consultancy to being a startup evolving its expertise in housing > layouts/viewing for the real-estate > <http://www.realestate.com.au/property-apartment-vic-hawthorn-120336673> and > home improvement portals. The problem is not technology (which is > mainstream abeit in limited numbers) but convincing users that the new > experience should become the norm (and by implication those without Scann3d > inferior). Norm shifting is actually really difficult without a strong > motivating factor (faster gaming CPUs) or forced deprecation of old. As > pharmacies and VCs know, flogging vitamins is harder than selling asprins. > Through a few proprietary tricks of the trade, Scann3D has managed to > compress 3D layouts to < 1% original size allowing tolerable download > speeds (given the ADHD of modern youth unsurprising) and it appears a > smooth production path from 3D scanning to footage (though it still be be > labor intensive it is a one-off). Augmented Reality then allows the tablet > to become a window to the future (if remodelling) or for projective 3D > TV/headset, true immersion. For high value property, the additional > engagement and visual presence may be justifiable. > > The problem with vitamin type "nice to have" startups is that it is > sometimes difficult to expand outside the initial customer (often internal) > so having the gift of the gab and being creative in trying new use cases is > critical. The mix of 3D scanning, surround 360 videocam and a little > judicious eye candy can help make the case for "content is king" (even if > only for a day til the next fad) carrying one past the early adopters. > However, becoming mainstream, it needs to create value beyond being easy on > the eyes so coming up with business case for safety in construction or > comparing different interior designs (skins). One suggested use case was > variation in hair-style with the 3D walk-around viewer (fashion never > dies). The weakness is because the viewer and the 3D camera are off-shelf, > anyone else can also enter the market with similar service which is why > continuous incremental improvements and/or training the customer is to > extend/deepen the customer relationship. When entering a new market like > Singapore, the dynamics need to be understood, in that the HDB controls 80% > of all apartment property and the local property investor might have > substantial holdings. Fortunately the govt is tech-hungry so if the right > business case is made, especially in context of "smart city" in see-through > walls for faster or remote maintenance, there is a good chance of uptake, > > > -- -- You received this message because you are subscribed to the Silicon Beach Australia mailing list. Vist http://siliconbeachaustralia.org for more Forum rules 1) No lurkers! It is expected that you introduce yourself. 2) No jobs postings. You can use http://siliconbeachaustralia.org/jobs To post to this group, send email to silicon-beach-australia@googlegroups.com To unsubscribe from this group, send email to silicon-beach-australia+unsubscr...@googlegroups.com For more options, visit this group at http://groups.google.com/group/silicon-beach-australia?hl=en?hl=en --- You received this message because you are subscribed to the Google Groups "Silicon Beach Australia" group. To unsubscribe from this group and stop receiving emails from it, send an email to silicon-beach-australia+unsubscr...@googlegroups.com. For more options, visit https://groups.google.com/d/optout.
