8/10/2019 Emotiv Systems 20140927

1/22

Emotiv SystemsIts the Thoughts that Count

2014. 9. 27

,,

,,

8/10/2019 Emotiv Systems 20140927

2/22

Introduction : Tan Le & EEG

PC or Console ?

Marketing Strategy

Alternative Applications

Tan Les Vision

Agenda

8/10/2019 Emotiv Systems 20140927

3/22

Introduction: Tan Le & EEG

8/10/2019 Emotiv Systems 20140927

4/22

1. Company Background

Tan Le

1998

1998 YoungAustralia of Year

(Monash Univ:

,)

Tan Le

1981

Australia

()

Le and Nam Do

2003

Two YoungMultiMillionaires

(text messaging->->)

Le and Nam Do

2000

Univ Event->for IT business

: Tan Le & Nam Do

8/10/2019 Emotiv Systems 20140927

5/22

1. Company Background

Emotiv Systems

200312

* in Sydney* Start-up

with $1 million

2003~

*,+*

(Anang)* EEG expert (X)

: Emotiv Systems

Weste(4th Partner)

2003

* Chip Designer

Snyder(3rd Partner)

2003

*Le&Do approch* Physicist

+ fiber Optics+ Passion in

Signal Processingto brain

8/10/2019 Emotiv Systems 20140927

6/22

2. Technology & Product

msec

,

Technology EEG (electroencephalography)

8/10/2019 Emotiv Systems 20140927

7/22

2. Technology & Product

Product EPOC

,

12

14

,

EPOC ,,

EPOCPC

8/10/2019 Emotiv Systems 20140927

8/22

8/10/2019 Emotiv Systems 20140927

9/22

PC vsConsole

8/10/2019 Emotiv Systems 20140927

10/22

8/10/2019 Emotiv Systems 20140927

11/22

2. Console

Advantage- .

- Guitar Hero

-

Device

.

Dis Advantage- (,)

- Light

- (Motion-detection)

- Device

Why Console?

8/10/2019 Emotiv Systems 20140927

12/22

8/10/2019 Emotiv Systems 20140927

13/22

PC

EPOC:

PC

B2B

Channel

Position

x-mas

Promotion

On-line channel :

- , Amazon, EbayMarket

Place

Off-line channel :

- Flag Store , Costco , eBay

PC

- Show Host

(

)

PCBeta

Emotiv EPOC

x-mas

B2B

8/10/2019 Emotiv Systems 20140927

14/22

Console

EPOC

Simplified Device(ex>EPOCITE)

-> but it taints Brain-Computer Interface

Generic EPOC->

->Connection Kit

Console fee: produt

cost($60) + retailer margin(25~35% of

margin) + Consol fee(10~15% of retail

Price)

:,Black Friday

: retailer channel

: e-tailers, direct sale

Console shop:

:

,

8/10/2019 Emotiv Systems 20140927

15/22

Parameters Margins $199 $299

Cost of prod. (100/) ($60/$110) ($60/$110)

Retailer margin 35% ($69.65) ($ 104.65)

Returns 10% of wholesaleprice

Console Royalty 3%-5% (4%) ($ 7.96) ($ 11.96)

Game developer 2% ($ 3.98) ($ 5.98)

Profit margin

Console model $ 57.41/$ 7.41 $ 116.41/$ 66.41

PC model $ 65.37/$ 15.37 $ 128.37/$ 78.37

# Pricing

8/10/2019 Emotiv Systems 20140927

16/22

# Operating income Estimationconsole only

parameter

Sales forecast of EPOC

Conservative Est. Aggressive Est.

1st year

unit sales

20,700 20,700

2nd year 284,500 569,000

3rd year 693,600 867,000

sales price($) 199 299 199 299

1st

profit margin/unit

7.41 66.41 7.41 66.41

2nd 7.41 66.41 7.41 66.41

3rd 7.41 66.41 33.75 92.75

1st

gross profit(thousands of $)

153 1,375 153 1,375

2nd 2,108 18,894 4,216 37,787

3rd 5,140 46,062 29,261 80,414

1st

operating expenses(thousands of $)

11,086

2nd 20,557

3rd 31,961

1st

operating income

(thousands of $)

(10,933) (9,711) (10,933) (9,711)

2nd (18,449) (1,663) (16,341) 17,230

3rd (26,821) 46,062 29,261 80,414

8/10/2019 Emotiv Systems 20140927

17/22Alternative Applications

8/10/2019 Emotiv Systems 20140927

18/22

Guitar Hero Analogy

Music

Music

RPG

Sports

Shooting

8/10/2019 Emotiv Systems 20140927

19/22

Nongaming Applications

Medical Thought - controlled devices for stroke patients or the disabled

Mental heath management.(detecting emotional states for depression patients)

Military

Thought-controlled and operated weapon systems. Communication channel for soldiers in combat (wearable display)

Market research

Accurate and real time information from customers. (Get into consumers head)

Detection of emotional engagement (for movie production)

Functional or professional uses

Thought - controlled home entertainment systems.

Thought - controlled home appliances.

8/10/2019 Emotiv Systems 20140927

20/22

Tan Les Vision

8/10/2019 Emotiv Systems 20140927

21/22

Tan Les Vision

A World where we all have headsets on all the time, doorsopen when we approach them because our brain generates

a signal that is received by the sensor on the door;

entertainment medium modifies or proposes appropriate

content; ads are served that best fit the type of products

you are thinking about. Ultimate way to interface with thedigital world.

Brain signal Digitopia !!!- Ulitmate way Digital worldaccommodate for us

8/10/2019 Emotiv Systems 20140927

22/22

Thank you