EXNOVI  GROUP:  

Emma  Berlese  839160Emmanuele  Berto  838951Alberto  Bragagnolo  832517Enrico  Chiaranda  832173Silvia  Geromel  836763Beatrice  Pistellato   836242Gabriel  Pressman  982118Angelo  Zhou  855075

Lighting industry analysis

THE  GENERAL  LIGHTINGMARKET

THEAUTOMOTIVE  LIGHTING                                                                                                            THE  BACKLIGHT                                                                                            

MARKET                                                                                                                                                              MARKET                                                    All elements of  the  lighting systemin  cars

Lamps markets:  the  actual light  source  such as LED’s and  the  linear  lampstypically used in  ceiling fixtures

Electronics market:  units thatregulate the  electric current in  lightingequipment and  in  the  LED  light  sources

Consumer  &  professional luminaires:  the  piece of  equipment that combines the  fixture and  the  electronics to  create  a  usableend  product

Lighting used in                    devices suchas TV’s,  smartphones and                  tablets

Some  dataIndustry turnover  in  2014:  $  112  bl

North  America  and  Europe:  45%  of  the  total lightingmarket      

Italian industry overview

No.  1  export  partner  ($225ml)

Most interesting market  ($  58  ml)  

Untapped market  ($  24ml)

2.1  bn euros turnover  (+0.3%  comparedto  2013)

+3.5%  exports (70%  of  turnover)

Direct  relationship with  the  customer

Contract industry (hotels,  restaurants,  museums,  etc.)

Italian Competitors

Founded in  1961160  m  euros turnover  in  2014  (+3,9%)

Founded in  1960  60  brandstores in  the  

most important cities of  the  world

125  m  euros turnover  in2014  (70%  export)

Founded in  1981  on  Murano  island42.5  m  euros in  2014youngstyle  (Diesel  collection)

Founded in  19453.4  m  turnover  in  2014  

Bespoke tailoring

International  competitors

The Italian sector of design furniture is theworld leader, with a market share of 30% thatin 2014 reached 29 billion euros

In  the  lightingand  living  sectors,  the  percentagehas risen to  50%  

The expected growth rate until 2017 is around2-­‐3%

The global design market could even triple inthe next ten years

Xuberance

Founded in  Wiern in  2008  and  moved to  Shanghai  in  2014.Collaboration  with  the  Digital  Design  Laboratory of  Aalto University (Finland),   Southern  

California  Institute of  Architecture,  Vienna  University of  Applied Arts and  many other top  US  and  European Universities.The  products are  completely designed in  China  but they are  globally produced,   so  there is not

a  fixed place where the  products are  madeIt organizes also 3D  Printing  Training  and  workshops.

The  company  applies the  3D  Printing  Technique not only

for  lighting products but also for  jewelleries and  accessories.

In  the  last  March  they have alsopresented their 3D  printed

wedding dress to  the  Shanghai  Convention  &  Exhibition Centre  of  

International  Sourcing

Today it is oneof  Europe’s leading lightingcompanies.  The  business  model  ischaracterized by  the  decentralization of  control  and  the  autonomousdecisionmaking

process in  each of  the  five business  areas.  R&D  processes are  both internal and  external.

SwedishFounded in  19452,400  employees20  countries412  m  euros turnoverListed on  Nasdaq

Stockholm

Since  2010

Since  2013

Engineering,  tooling and  moulding

Applications  for  high  performance  vehicles,  airplanes and  wind tunnel  

models

Advance  prototyping

Economic  crisis

30/10/2015  .exnovo:

+43.63%  of  turnover+30.33%  of  sales  

How  and  howmuch they invest in    innovation?

848k  €

SWOT  Analysis

HOW  does .exnovo commercializeits products?Direct  contact with  customers

3D  printing is misunderstood:

IgnoranceOutput/quality problem:  fragile  and  not resistant productsWorkflowmisconception:  human  software  design  and  computer  elaborationTarget:  conceived as prototypingTechnological/production  standards:  no  possibility of  improvement

m

Sales  target

90%  of  sales  abroad→  Country  of  origin effect:  MADE  IN  ITALY!  Customers:

Professionals:  architects,  designers,  contractors,  vendors;  they chose .exnovo because of  its fast  service,  quality products,  ad-­‐hoc  servicePrivate:  through intermediaries

Production  criteria

The  strategy has been adapted in  order to  fit as much as theycan  with  the  target  of  reference.

Personal  collection:  created with  the  help  of  some  designers  utilizingan  extremely lean production        Ad-­‐hoc  production:  usedwhen customers express  particular requests.  

.exnovo offers engineering +  production  services

Sales  strategy1. Global  Fairs and  Sector  specific events2. Commercial  Agreements (contracts)  -­‐ 33  selected retailers in  24  

Countries (physicals and  online)3. Individual commercial  activities

…what about e-­‐commerce?

It could be  a  paradox for  such an  innovative  company……But two problems occur:

The  lack of  the  material presence of  the  productThe  lack of  seller  (phisical person)

They opted for  an  info-­‐commerce approach

Marketing  strategy

They rely on  fairs and  expositions:

Direct linkagewith potential customers

Communicate theirmastery of the activities

Make the customer appreciate the product

Apply proper payment conditions

Target  =  TRUST

However this is not the  only way  theycommunicate to  the  customers...

1. EXTERNALLYExternal communication agency  for  printing on  magazines and  specialist journals or  reviews→  company  doesn’t follow directly

Marketing  strategyThey  pursue  also  

digital  and  classical  

communication:In  two  ways

Marketing  strategy

2. INTERNALLY

Digital  channels (exception made  for  external blogs)

Social  networks:  

Google  Tools  and  SEO  campaigns

→  company   follows directly

Collaboration  strategy.exnovo intertwined relationships:

Technological  and  material  providers  

best  technology  available

Artists, craftsmen,  other  companies  

partnership  and  know-­‐how

Professional   schools  and  Universities  

catch  talents  and  fresh  ideas

The  “living  showroom”  concept

real application of  an  interior renovation,  used as a  living  framework to  illustrate  howproducts of  Design-­‐Apart’s brands appear in  a  real living  places or  offices in  New  York  or  

Venice.

DESIGN  APART  PROJECT

Platform  of  Italian manufacturing  companies  

“relationshipbetween people,  ideas and  materials”

Promote Italian design  in  synergywith  differentItalian partners

differentbut complementary sectors.

Collaboration  strategy

Technology  innovationHigh  R&D:  as the  basis for  their activities.

Addictivemanufacturing  technologies allowcustomization and    experimentation

“Continuous   research  of  innovative  and  original  project  solutions  which  allow  us  to  offer  to  the  customers  new  products  and  to  face  with  versatility  and  dynamism  all  the  frequent  changes  on  the  market  in  order  to  reply  quickly  to  the  unpredictable  customer’s  requests,  sometimes  anticipating  them”by  Giulia  Favaretto

“Technology  is  not  used  as  a  purpose  (as  Americans)  BUT  as  a  tool  at  the  service  of  creativity,  manuality  and  research  of  beauty”  by  Giulia  Favaretto

Technologies  adopted.exnovo uses two types of  3d  printers:

SLS  (Selective laser  sintering):  a  laser  sinters powdered material building  the  material together to  create  a  solidstructure

SLA  (Stereolithography  apparatus):  works  by  focusing  an  ultraviolet  (UV)  laser  onto   a  vat  of  photopolymer   resin

Production  process1.  CREATION  PROCESS:

using 3D  design  programsRhinoGrasshoppers

“The  design  is digital butthe  process is combiningmaterial”

2.  PRODUCTION  PROCESS

3  phases using 3D  printers:Warm upPrintingCool  down   (to  not damage

the  objects)

3.  MANUAL  WORK

Decoration

Coloring

Digital  fabrication =  technology linked to  craftmanship

PROBLEM:  lack  of  high  skilled  craft  people  

No  schools  who  build  highly  skilled  craft  designers  (too  focus  on  theoretical  subjects)  

Pros &  ConsPROS:

No  limit to  creativity (new  shapes and  continuousexperimentation and  improvements)

Production   just-­‐in-­‐time  (no  inventories)  →  saving money

Products created on  site

Customized products →    bespoke luminaires

Minimize waste

CONS:Technical  problems (thickness or  durability)

Same materials →  productsperceived as similar

Certification problems (ex:  America)

Costs of  production   still high  →  high  price of  products

Not all the  waste can  be  reused→  loss of  product’s quality

Design  Driven Innovation

HIC  SUNT  LEONES  →  HSLChallenge:  exploring a  new  territory

DO  NOT  COME  from  the  market  but CREATE  new  marketsRadical  innovation of  meanings

1988  →  3D  printing wasa  breakthrough innovation

Innovation  does  not  start  from  the  user’s  insight

Ask  for  profound  changes  in  the  socio-­‐cultural  regimesIt  takes  time

Human-­‐centered visionà ideas come  from  users and  their needsManufacturing   process allows the  customization and  the  creation of  bespoke products à exploit  the  competitive  advantage

Shift to  Design  Thinking

25 years of excellence in the use of technologies andknowledge of materials in support of architects, plannersand interior designers for the development, engineering andimplementation of made to measure and ad hoc projects.

CUSTOMIZATION

Unique  and  exclusive,  adaptable  in  shape,  size  and  color:  objects  made  to  meet  the  most  different  design  requirements.  

Sources of  innovationElitè CirclesWHO?  

new  generation  of  designers  able to  manageinnovative  processes of  the  third industrial  revolutionteam  of  Italian and  international designers  with  different educational  backgrounds  

WHAT?recognizable style  that distinguish themselvesfrom  the  rest2014  shift →  new  designers,  different styles,  more  creativity

HOW?Collaborations with  schools and  design  universities (in  Trento  and  in  Venice)new  combibations of  craft techniques with  traditional materials

Our SuggestionsNo  e-­‐commerce  for  the  moment  BUT  a  focus  on  brand  awareness→  use  resources on  brand  recall campaigns (social  positioning,  logo  boosting,   dynamic contents,  homogenity in  online  and  offline   initiatives)Application  of    multimedia  content in  product page  on  the  website:-­‐ 360° view of  product redering-­‐ Creation of  videos (corporate,  making of,  design,   comments and  impressions)  à storytellingThey also need to  boost theirpresence on  social  networks  

Governments should focus on the basics (better schools for a skilled workforceand more funds for company with a high degree of innovation)Involve the community of people in the production process in order to involvethem more (with Workshops and Fab Labs) thanks to the democratization oftechnologies → finance the creative ideas