Emotiv is getting ready to launch its innovative brain-computer interfacing (BCI) technology. The company has developed highly advanced applications that can translate facial expressions and a person's emotions, cognitive ideas into digital outcomes, and a special headset, called EPOC. Emotiv is tending towards the video game marketplace as its main initial target and needs the technology to be adopted by mainstream consumers. Instead, the company could have selected a number of distinct markets to focus on (such as medical, military, market research).
advanced medical technology case solution
The case allow students to struggle with the dilemmas of: selecting a target application for the launching of an initiation; determining the value of having a big name associate for the launching by an unknown startup; contemplating the wisdom of choosing a B2C rather than B2B strategy with a novel technology; using analogous products to forecast demand and sales for a new technology.
PUBLICATION DATE: October 15, 2009 PRODUCT #: 510050-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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