Emotiv Systems Inc.: Its the Thoughts that Count Harvard Case Solution & Analysis

Emotiv is set to launch an innovative brain-computer interface (BCI) technology. The company has developed a special headset, called EPOC, and very sophisticated software, which can be translated emotions, cognitive thoughts and facial expressions in the digital results. Emotiv wants technology to be adopted by the main consumers and tends to market video games as the primary initial goal. However, he must decide whether to continue their efforts to convince one of the three largest manufacturers of consoles (PS3, Xbox 360, Wii) for EPOC on their platform or to agree on the market for computer games. In addition, the company could choose several different markets to focus on (such as medical, military, market research). A number of additional marketing decisions (pricing, channels, complete demo of the game) to be made. The case allows students to deal with the issue: the choice of the target applications to launch innovations, determining the importance of the large partner's name to start an unknown startup, before considering whether B2C, B2B and not approach the new technology.; the use of similar products to forecast demand for and sales of new technologies "Hide
by Elie Ofek, Jason Rees, Paul Hamilton Source: Harvard Business School 24 pages. Publication Date: October 15, 2009. Prod. #: 510050-PDF-ENG

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