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Predictive Innovation Airbag Product Family Matrix

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Information about Predictive Innovation Airbag Product Family Matrix
Business & Mgmt

Published on February 28, 2009

Author: MarkProffitt

Source: slideshare.net

Description

Predictive Innovation Method patent expansion to create an entire family of products from a single concept and reveal "Blue Ocean" space available for innovation.

This example considers a small section of the innovation space for automobile airbag listing patents and areas still without patents.
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Airbag Predictive Innovation www.PredictiveInnovation.com +1 312-239-8656 Product Family Analysis

Agenda 1. Initial Invention 2. Alternatives 3. Product Family 4. Core and Differentiators 5. Marketing Strategies 2 www.PredictiveInnovation.com +1 312-239-8656

Airbag: How It Started 3 www.PredictiveInnovation.com +1 312-239-8656

Airbag Functioning Determine Airbags are Detect severity of attached to collision collision rigid structure Initiate Protect Restrain inflation of Inflate airbags occupants occupants airbags during collision Airbag inflates Determine toward which airbags occupant to inflate 4 www.PredictiveInnovation.com +1 312-239-8656

Agenda 1. Initial Invention 2. Alternatives 3. Product Family 4. Core and Differentiators 5. Marketing Strategies 5 www.PredictiveInnovation.com +1 312-239-8656

Progress Diagram Purpose Basic Product Function Protect Restrain occupants during occupants collision 6 www.PredictiveInnovation.com +1 312-239-8656

Alternatives for Purpose Purpose: Protect Occupants During Collision • Direct Alternatives • Protect occupants before collision • Protect occupants after collision • Indirect Alternatives • Destroy occupant (for testing) • Protect non-occupant • Render collision safe • Stable Alternatives • Warn about collision • Avoid collision 7 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision • Airbag deployment Direct Alternatives during collision: Protect during collision – In “one shot” 1958 Single 2,834,606 – In multiple stages 1975 Multiple 3,868,126 1998 Continuous – As a continuous 5,709,405 process with variable speed 8 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision • Start deploying airbag in Direct anticipation of collision: Alternatives – In one stage, as soon as Protect before collision an object is detected in the 1972 Single vehicle path 3,684,309 2001 Multiple – In multiple stages, with low- 6,273,465 2003 Continuous pressure inflation of airbag 6,623,033 in anticipation of collision – As a process depending on continuous detection and anticipation of collision 9 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision • Airbag protects Direct occupants from damage Alternatives due to excessive Protect after collision movement after a 2001 Single collision: 6,273,465 Multiple – By predetermined restraining inflated airbag Continuous – By multi-stage restraining inflated airbag – By continuous correction of airbag pressure and shape 10 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision • Devices that model Indirect and measure the Alternatives potential damage to Destroy occupant occupant caused by: No patents Single – Airbag deployment Multiple – Deployment of multiple Continuous airbags – Airbags deployment in combination with other collision factors 11 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision • Airbag protects a Indirect Alternatives pedestrian from being Protect non- injured: occupant – One airbag cushions 2000 Single pedestrian 6,106,038 2002 Multiple 6,474,489 – Multiple airbags: for upper Continuous cushioning and lower support – As a continuous, controllable “gentle protection” 12 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision • Exterior airbags reduce Indirect Alternatives damage and injury from Render collision collision safe – Airbags deployed during 1998 Single collision 5,732,785 2004 Multiple 6,749,218 – Airbags deployed in Continuous anticipation of collision – Airbags deployment as a continuous process depending on dynamics of collision 13 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision • Airbag system warns Stable Alternatives about increased risk Warn about collision – Driver is warned about potential for collision 1992 Single 5,119,901 – All drivers are warned 2000 Multiple 6,081,188 about activation of safety 2001 Continuous devices in the vehicle 6,278,360 – Continuous measurement and different levels of warning to all drivers 14 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision • Use sensors of airbag Stable system to initiate various Alternatives vehicle systems in order Avoid collision to avoid collision: – System starts working if 1997 Single collision risk is high 5,646,613 2002 Multiple – System works differently at 6,463,372 “low” and “high” levels of Continuous potential risk – System continuously performs various preventive actions depending on actual risk of collision 15 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision Direct Alternatives Indirect Alternatives Stable Alternatives Protect Protect Protect Destroy Protect Render Warn Avoid during before after occupant non- collision about collision collision collision collision occupant safe collision No patents 1958 1972 2001 2000 1998 1992 1997 Single 2,834,606 3,684,309 6,273,465 6,106,038 5,732,785 5,119,901 5,646,613 1975 2001 2002 2004 2000 2002 Multiple 3,868,126 6,273,465 6,474,489 6,749,218 6,081,188 6,463,372 1998 2003 2001 Continuous 5,709,405 6,623,033 6,278,360 16 www.PredictiveInnovation.com +1 312-239-8656

Alternatives for Purpose Purpose: Protect Occupants During Collision • Direct Alternatives • Protect people during non-vehicle accidents and natural disasters • Indirect Alternatives • Protect occupants under normal driving conditions • Warn pedestrians about • Stable Alternatives collision risk 17 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision • Use airbag systems to protect Direct people from injuries during non- Alternatives vehicle accidents and natural disasters, such as tornadoes, Protect people earthquakes, etc. during non-vehicle accidents and – “One-shot” deployment of airbags natural disasters to protect people, e.g. inside a shelter from its collapse 1966 Single 3,243,822 – Multi-level deployment of airbags Multiple depending on severity of risk for people, e.g. level of shelter destruction Continuous – Continuous controllable deployment of airbags depending on conditions and potential risk during a disaster or non-vehicle accident 18 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision • Since there is a risk of injury or Indirect damage to the vehicle Alternatives occupants without collisions, i.e. under “normal” driving Protect occupants under normal driving conditions, airbags could be conditions used to protect from such No patents Single damages or injuries – Airbags inflate for each Multiple occupant as soon as occupant is in place Continuous – Airbags inflate to different pressure depending on level of risk of damage or injury – Airbags change their pressure continuously, depending on situation and risk 19 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision • Use sensors of airbag Stable system to warn Alternatives pedestrians, e.g. blind Warn pedestrians people, about risk of about collision risk collision and injury No patents Single – One warning if there is a risk of collision Multiple – Different warnings, Continuous depending on low or high risk of collision – Continuous determination of risk and appropriate warnings 20 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Purpose: Protect Occupants During Collision Direct Indirect Stable Alternatives Alternatives Alternatives Protect people during Protect occupants under Warn pedestrians about non-vehicle accidents normal driving collision risk and natural disasters conditions No patents No patents 1966 Single 3,243,822 Multiple Continuous 21 www.PredictiveInnovation.com +1 312-239-8656

Progress Diagram Purpose Basic Product Function Protect Restrain occupants during occupants collision 22 www.PredictiveInnovation.com +1 312-239-8656

Alternatives for Basic Product Basic Product: Restrain Occupants • Direct Alternatives • Restrain occupants in multiple moves • Indirect Alternatives • Free occupant • Move occupant • Stable Alternatives • Avoid hitting occupant • Disable airbag deployment • Facilitate escape 23 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Basic Product: Restrain Occupants • Airbag deployment Direct Alternatives restrains one Restrain occupant movement of (one move) occupant: 1966 Single 3,243,822 – In “one shot” 1975 Multiple 3,868,126 – In multiple stages 1998 Continuous 5,709,405 – As a continuous process with variable speed 24 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Basic Product: Restrain Occupants • Airbag deployment Direct Alternatives restrains multiple Restrain occupant movements of (multiple moves) occupant: 1958 Single 2,834,606 – At the direction of 1958 Multiple collision 2,834,606 2001 Continuous 6,273,465 – In several directions – As a continuous “curtain” 25 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Basic Product: Restrain Occupants • Airbag system facilitates Indirect occupants’ escape from Alternatives damaged vehicle after a Facilitate escape collision 1999 Single – In single action 5,975,231 Multiple – In multiple actions, depending on low or high Continuous level of vehicle damage – As a continuous action, depending on vehicle damage and movements of occupants 26 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Basic Product: Restrain Occupants • Airbag system combines Indirect airbag deployment with Alternatives appropriate movements Move occupant of occupants so that injury is minimized 2004 Single – One movement during 6,755,273 airbag deployment Multiple – Multiple movements, Continuous depending on low or high level of collision severity – Continuous movement, depending on dynamics of collision and position of occupant 27 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Basic Product: Restrain Occupants • Airbags are deployed so that Stable they do not hit the occupants, Alternatives thus reducing shock and Avoid hitting injuries occupant – One-time restraining of airbag 1996 Single deployment depending on 5,490,069 position of occupant 1999 Multiple 5,997,033 – Multiple-time restraining of 2001 Continuous airbag deployment depending 6,249,729 on damage from collision and occupant’s movements – Establishing and continuous keeping of Keep Out Zone for occupant relative to the vehicle interior 28 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Basic Product: Restrain Occupants • Disable airbag Stable deployment in case if Alternatives there is no need Disable airbag – Driver switches unneeded deployment passenger airbag when 2000 Single there is no passenger 6,040,637 2002 Multiple – Airbag is automatically 6,378,899 disabled if there is no 2004 Continuous occupant 6,672,615 – Airbag system continuously monitors occupant’s presence and movements and decides which airbags to disable 29 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Basic Product: Restrain Occupants • Airbags are deflated Stable Alternatives to free the occupants Free occupant – One-step deflation of all airbags 1999 Single 5,927,748 2003 Multiple – Multi-step deflation of 6,554,316 2003 Continuous airbags 6,616,177 – Continuous variable- rate deflation of airbag 30 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Basic Product: Restrain Occupants Direct Indirect Stable Alternatives Alternatives Alternatives Restrain Restrain Facilitate Move Avoid Disable Free occupant occupant escape occupant hitting airbag occupant (one (multiple occupant deployment move) moves) 1966 1958 1999 2004 1996 2000 1999 Single 3,243,822 2,834,606 5,975,231 6,755,273 5,490,069 6,040,637 5,927,748 1975 1958 1999 2002 2003 Multiple 3,868,126 2,834,606 5,997,033 6,378,899 6,554,316 1998 2001 2001 2004 2003 Continuous 5,709,405 6,273,465 6,249,729 6,672,615 6,616,177 31 www.PredictiveInnovation.com +1 312-239-8656

Progress Diagram Purpose Basic Product Function • Attach airbag • Detect collision • Determine Protect collision severity Restrain occupants • Determine which airbag during occupants to inflate • Initiate inflation collision • Inflate airbag • Inflate toward occupant 32 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Function: Airbags Are Attached To Rigid Structure Direct Alternatives Indirect Stable Alternatives Alternatives Airbag Airbag Airbag Airbag Airbag Airbag Keep airbag attached in attached attached attached attached attached attached front of aside of above behind to soft to occupant occupant occupant occupant structure occupant 1958 1958 1973 1958 1991 1966 Single 2,834,606 2,834,606 3,753,576 2,834,606 5,062,662 3,243,822 1958 1975 1975 1967 1997 Multiple 2,834,606 3,897,961 3,897,961 3,336,045 5,597,178 1985 1972 1972 1972 2005 Continuous 4,552,380 3,687,485 3,687,485 3,687,485 6,877,765 33 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Function: Inflate Airbags Direct Alternatives Indirect Stable Alternatives Alternatives Inflate all Inflate Inflate Deflate airbag Keep Keep airbags some airbag airbag airbag airbags partially deflated inflated 1967 2000 1996 1999 Single 3,336,045 6,040,637 5,490,069 5,927,748 1975 2002 1999 2003 Multiple 3,868,126 6,378,899 5,997,033 6,554,316 1998 2004 2001 2003 Continuous 5,709,405 6,672,615 6,249,729 6,616,177 34 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Function: Airbag Inflates Toward Occupant Direct Indirect Stable Alternatives Alternatives Alternatives Airbag inflates Airbag inflates Airbag inflates past toward occupant away from occupant occupant 1958 1966 1967 Single 2,834,606 3,243,822 3,336,045 1973 1997 1975 Multiple 3,753,576 5,597,178 3,897,961 1972 Continuous 3,687,485 35 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Function: Detect Collision Direct Indirect Stable Alternatives Alternatives Alternatives Detect Detect Warn others about Warn about when before collision risk collision risk collision collision starts starts 1992 Single 5,119,901 2000 Multiple 6,081,188 2001 Continuous 6,278,360 36 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Function: Determine Severity Of Collision Direct Alternatives Indirect Stable Alternatives Alternatives Determine Determine Pre-determine Follow the when before severity of dynamics of collision collision collision collision starts 1997 Single 5,646,613 2002 Multiple 6,463,372 Continuous 37 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Function: Determine Which Airbags To Inflate Direct Alternatives Indirect Stable Alternatives Alternatives Determine Determine Determine Determine which Pre-determine individually for all how much to airbags to deflate which airbags to airbags inflate airbag inflate 2000 2000 Single 6,040,637 6,040,637 2002 Multiple 6,378,899 2004 Continuous 6,672,615 38 www.PredictiveInnovation.com +1 312-239-8656

Airbag Product Family Matrix Function: Initiate Inflation of Airbags Direct Alternatives Indirect Stable Alternatives Alternatives Initiate Initiate Initiate Initiate deflation Avoid initiation when crash before after starts crash crash Single Multiple Continuous 39 www.PredictiveInnovation.com +1 312-239-8656

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