Periodic Reporting for period 1 - VW (Glare control with media functionality - VideowindoW)
Reporting period: 2019-08-01 to 2020-01-31
Since its establishment in 2017 VideowindoW BV has been developing its eponymous VideowindoW dynamic glare control with media functionality. Jointly with innovation partner Rotterdam The Hague Airport 25m2 is installed in the terminal in September 2019 and is functional ever since. This pilot project serves to develop the technology further and analyse the effects on passengers.
Intuitively airports are a perfect target market as the need for glare control is self-evident given that terminal and gate façades mostly consist of glass. Furthermore, many passengers help to ensure full utilization of the media functionality, as (captive) audiences increase VideowindoW’s communicative and media value and unlocks new revenue potential for airport operators.
To research European scale-up into the above and other potential markets, a SMEINST Phase 1 feasibility study has been executed, with the following specific objectives:
- explore promising business cases for VideowindoW in public transport hubs;
- identify other promising market segments;
- define potential business models to help determine value-based pricing;
- research how VideowindoW can be optimally integrated in new and existing buildings;
- elaborate on a detailed business plan for European scale-up.
Intuitively airports are a perfect target market as the need for glare control is self-evident given that terminal and gate façades mostly consist of glass. Furthermore, many passengers help to ensure full utilization of the media functionality, as (captive) audiences increase VideowindoW’s communicative and media value and unlocks new revenue potential for airport operators.
To research European scale-up into the above and other potential markets, a SMEINST Phase 1 feasibility study has been executed, with the following specific objectives:
- explore promising business cases for VideowindoW in public transport hubs;
- identify other promising market segments;
- define potential business models to help determine value-based pricing;
- research how VideowindoW can be optimally integrated in new and existing buildings;
- elaborate on a detailed business plan for European scale-up.
Activities in the context of this study include numerous interviews with many different market participants and stakeholders in the global airport and related markets, naturally preceded by desk research and industry analysis. Desk research and interviews regarding other markets have led to a better understanding of other real estate related market segments and the feasibility of different business models in subsequent stages of the company’s development. Parallel to studying this demand-side, many suppliers and research institutes have been proactively engaged, to be able to assess the – current or future – availability of technology upgrades, that might implicitly or explicitly be required in light of specific market entry strategies.
As a result of these activities the business plans that had been drafted prior to this study, could be upgraded to include a thorough, quantitative understanding of markets and opportunities, entry strategies and business model analysis. The study has also enabled us to refine a more realistic technology roadmap. Important input was provided by our coach as part of the SMEINST Phase 1 study facilities. Through his critical review the business model underwent several iterations and his own extensive entrepreneurial experience in a closely related market segment provided an important contribution to approach European scale-up.