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8/7/2019 PicoPeta and the Simputer [EDocFind.com]
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PicoPeta and the Simputer
Omar BakrGabriel Eirea
Rodrigo FonsecaFrancisco Gracia
8/7/2019 PicoPeta and the Simputer [EDocFind.com]
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Outline
Introduction
Course Concepts
Market research Licensing
Standards
Strategy
Conclusion
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What is the Simputer?
Simple, Inexpensive, Multilingual Computer Born and raised in Bangalore
Intended to bridge the digital divide
Potential market of 4 billion (2/3 of worldpopulation)
Innovative concepts: Shared model
Multilingual Targeted to illiterates
Open Hardware & Software
8/7/2019 PicoPeta and the Simputer [EDocFind.com]
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PicoPeta Timeline
1998
1999
2000
2001
2002
2003
2004
2005
Initial ideafor
Simputer
Simputer
Trustformed
(August)
PicoPeta
founded
Development Kitsavailable
ManufacturingAliance with BEL
Amidaannounced
Amidalaunched,
50,000 proj1 year
Only 2500Amidas
soldBel toredesign
Projected
start ofsales
Actual
start ofsales
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Value chain
PicoPetaSimputer
Trust
Bharat
Electronics
Application
Developers
User
Specs.
Basic Apps.
Simputer
Solutions
Mfg. Apps.
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Market research
PHASE I: identification of barriers for existing products
PHASE II: beta testing on real users
PHASE III: mass production and comercialization
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Market research: conclusions
Let customers decide: Decision makers:
Not unmet needs, but needs they are willing to pay for
Users: Not perceived needs, but real needs
Without pressure/bias
Lead user methodology: not applicable Targeted to highly skilled people
Capable of understanding the principles of Lead User research
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Licensing
Hardware: Open design and Architecture Third parties required to pay a one time fee to
access the design documents
Software: Free Software licensing basedon Linux and GPL
The license not only applies to infrastructure
software, but also requires applications to befree too!!
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Standards
Simputer design uses mature technologies, benefitingfrom industry standards StrongARM, FlashRAM, USB, SmartCard
Linux
Simputer platform as an openstandard could never moveout of the "Proprietary" stage
PicoPeta was not able to"Influence" the market andachieve large volume
Proprietary
Standardizing
Commodity
time
price
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Strategy
Picopeta: 2001 to today: Simputer-centric solutionprovider Simple, Inexpensive, Multilingual for the common man
Focus on institutional/group projects Did not convince decision makers
Amida: 2004 Launched as global brand, to everyone
Powerful, Portable, Simple 2005
Still didnt sell
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Time to Market
2001
2002
2003
2004
2005
Perfom
ance
Simputer
Handhelds
Pric
e
2001
2002
2003
2004
2005
Simputer
Low cost PC
$300
$800
MIT $100PC
(promised)
?? ?
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Conclusions
Market research Let users/decision makers identify needs Protection against biased answers
Reduction of lead time (TTM)
Fit to schedule; incremental (train schedule)
Prevent daughter syndrome IBMs PC model would have worked better
Remove restrictions in application development
Open research question: Is it possible to innovate in developing countries?
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Questions