Competitor analysis

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Competitor analysis

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Device teardowns

During a device teardown analysis, we strategically disassemble the competitor’s product, with the aim of identifying its component parts. The analysis can also consider other factors, such as reliability and functionality.

This teardown will help you to get a comprehensive overview of the product’s weaknesses, strengths, and opportunities for improvement. In effect, this allows us to reverse engineer a device and understand how it works, how well it works, and what processes and parts are used to make it.

You can then adjust your product or plans in response, in order to achieve a more competitive position in the marketplace.

Analysis of existing devices through a process of:

Disassembly
Component identification
PCB analysis
X-ray analysis
External probing

Identification of:

COGS (cost of goods sold), and margin on device (‘should-cost’)
Components and assembly
Real-world device performance, with comparison to claimed specification
Adherence to technical/safety standards
Quality of product
Expected lifetime
Critical dependencies and single-source/obsolescence

We can also find points of improvement, including:

‘Could-cost’ and potential cost reductions
Performance improvements
Delta analysis (e.g. price reduction of X by changing Y, at the expense of Z)

Market analysis

In a competitive market space, we can analyse several devices and compare them objectively to gain an understanding of your competitors, their strengths and their weaknesses.

The findings of this analysis can then be cross-referenced with any sales and marketing data, such as sales numbers, reviews and popularity, and estimated marketing effort, in order to establish the following key points:

Perception in the marketplace
Cost vs KPI or feature
Market trends
Gap analysis
Profitability

By understanding these points, we can help you identify the optimal specification vs price point, allowing you to maximise profitability.

IP analysis

In today’s market new devices require significant investment in IP control. Understanding how your competitors manage their intellectual property will help you to assess their future strategies, and determine your own position in the industry.

Assessing your competitors’ intellectual property activities will also allow you to take early action against any potential infringement.

As part of the IP analysis, we will:

Analyse how robust a competitor’s patents are
Suggest alternatives/methods for circumventing patents
Determine how complex unprotected IP is
Compare how close the published IP is to the actual device

Through this analysis, we can establish whether the competitor has managed to implement the patent fully in practice, and whether the released device is actually protected.