BUS477

COMPETITOR ANALYSIS

For our project we researched potential competitors through an array of mediums which differed in type and innovation. Since our product is one that we feel is not available in the market place, research was very difficult but we were able to gain much insight into potential and actual competition.

Our first medium of research was to rely on the team existing knowledge and expertise. We brainstormed through our experiences as consumers for various restraints, bars, and other hospitality locations where a device such as the I-Glass has been noticed. Most of these establishments utilized a solid serving skill to view low fluid levels but did not have a device in place to do it for them. We also brainstormed for other products at these locations that may not have the same features as our product but ones that could easily be adapted to do so.  Secondly we looked online at the library for various patents that resembled our product. We did this through databases and searches engines, primarily Google patents. This enabled us to see if anyone had developed a product similar or identical to ours and if so we would then further be able to research it to see if it had been implemented.

Thirdly we looked to our advisory board. Two of our members have long been involved within the service and hospitality industry and we asked upon them to detail to us any product or service resembling ours.  We also asked for products they may be using currently that would provide the same benefit that we are hoping to give our consumers.

Fourthly we used search engines /internet to research companies related to hospitably, glassware and service industry to identity products like ours.  The internet allowed us to search beyond our geographical field to a larger scope. 

Finally we contacted the suppliers of some of the larger restaurant chains in the Vancouver area to see if they had anything that resembled our product. We were surprised to find out that they did not carry anything of the kind or know of other suppliers that did so also.

After conducting the researches, we concluded that we only have one direct competitor. Due to the innovative nature of our product, we were surprised to find out that a business giant – Mitsubishi Electric actually produces a similar product with a similar name.  Mitsubishi Electric calls their product the IGlassware, a very familiar name indeed. The system is equally impressive; it uses capacitance measurement on the inside of the glass to detect fluid level. Power provided inductively through the table, and signals are sent the same way. The system is even dishwasher friendly! Due to potential copyright infringement, we may have to change our name of the system.

http://www.merl.com/projects/iGlassware/

The following list consists what we thought as our indirect competitors, while they do not offer products that are exactly the same as ours, their products could potentially deliver similar benefits to our clients.  Some of the competitors are what we called future competitors as their products are still in the developing stage and won’t hit market in the near future.

U of Munich beer mat: This is the most popular on the internet, but it is just a coaster that detects the weight of the beer mug on top of it. If you put your mug somewhere else, then it wouldn’t work anymore.

http://www.cip.ifi.lmu.de/~butz/publications/papers/Ubicomp05-beermat.pdf

Microsoft surface: Imaging capabilities could be used to recognize full or empty beer mugs visually. We think it is a way overkill solution but it could work.

http://www.microsoft.com/surface/Pages/Product/WhatIs.aspx

PhatRat: US Patent holders of 7353136, don’t seem to be developing it for beer mug applications. Currently the system is being used for people tracking and sports applications.

http://www.phatrat.com/

Sentilla: Open source product showcasing their hardware technology. Don’t appear to be licensing the product for production. Again it’s a drink coaster so the problem of you putting your beer elsewhere is an issue.

http://www.sentilla.com/blogs/2007/11/build-your-own-smart-drink-coa.php

Raveworx.com: Flashing beer mug. Uses pressure sensor to light up when beer is being drunk but doesn’t transmit any signal to the bar or servers when empty.

http://www.raveworx.com/Flashing-LED-Beer-Mug-pr-343.html

Cornell Univeristy: Used on pitchers, measures maximum tilt angle when pouring. Capable of transmitting radio signals to bartenders. However, servers must manually enter table number to locate device.

http://instruct1.cit.cornell.edu/courses/ee476/FinalProjects/s2004/mda24/BeverageMonitor.htm