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Replay Technologies

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Megan Oberg

on 13 May 2014

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Transcript of Replay Technologies

Company Background
SWOT Analysis
Industry Analysis
Marketing Tactics
Market Strategy - STP
Key Competitors' Fitness
Israeli company founded in 2011
Oren H. Yogev CEO & CO-Founder, Matteo Shapira CTO & CO-Founder, Aviv Shapira Program manager,COO & CO-Founder
Instant replay history: Tony Verna first brought instant replay to tv during 1963 army navy football game
Small company
Three co-founders, two managers, two directors, two advisers and few employees in the company
Growth of company:
Investment of $9 million in new equity capital from US private wealth management company Guggenheim Partners on February 27, 2014

Product -

Solo FREED System - Coverage up to 550 Sq ft. i.e. from home plate to the pitchers mound and first base. Can move around action to get any angle of the play (pitch, contact with the ball etc.)
Arena FREED System - Covers 9,500 Square feet. i.e. the entire red zone on a football field. Allows for views of all tactical plays such as hits and touchdowns.
Price -
Starts at $100,000+
Place -
Yankee Stadium, AT&T stadium, Dodgers Stadium, Final Four, Augusta National (Masters), 2012 Olympics, ATP, NBA All-star game.

will completely change way replays are used (ex: help umpires replay close plays); gives broadcasters & produces freedom to chose camera view (shapira, 2013)

it is small, hard to grow, revenue, and there are limited customers. Replay takes about 30 seconds to put together so its not exactly “instant replay”; replays were limited to plays in red zone, only used in Yankee's & Cowboy's Stadiums.

install freeD system at more venues, starting with baseball stadiums; bring technology into homes of consumers to give them a different point of view

endorsement, new competitor (Reply Technologies isn’t the only company looking to change how we experience sports, such as talking replay and Ultra HDTV.), new technology change, product promotion. substitute product.

Industry: Audio and Video Equipment Manufacturing
manufacture video players, camcorders, televisions, stereos, and speakers
SICS: 3651
NAICS: 334310
Size: Over 400 companies
Growth: expected to grow at annual compounded rate of 5% between 2014 & 2018
Demand is driven by innovation & consumer income
Need efficient production & effective marketing distribution

Megan Oberg
Chandler Corder
Sophie Amster
Luke Warrington
Replay Technologies
Porter's Five Forces

Threat of New Entrants:
Low threat due to high costs, complex technology, long duration, and low competitive nature of product.

Threat of Substitutes:
Technology is long-term once installed, usually permanent, so substituting is difficult.

Bargaining Power of Buyers:
Limited buyers with capacity for technology (sports arenas, concert halls, large scale events like Olympics)

Bargaining Power of Suppliers:
Need partnerships with other technology companies
Teledyne Dalsa (cameras)
Access Technology

Intensity of Competitive Rivalry:
High intensity for competition because of long shelf-life of product. Competitors are:
360 Replays
Hawk Eye

7 Organizational Strengths
Superior Stakeholder Satisfaction:
They are too small to effectively focus on customers first, employees, shareholder, and then management
Strategic Soothsaying:
Yes; they are innovative and building new technology for future success
Positioned for Speed:
Yes; they are small & can preempt moved of other players
Positioned for Surprise:
Yes; they are creating an innovative design that competitors cannot anticipate
Shifting rules of competition:
Yes; they are destroying old technology with the new freeD technology
Signaling Strategic Intent:
they are small so not very well known, but are able to defend their product to penetrate the market
Simultaneous & Sequential Strategic Thrusts:
very small, but are contingently moving into big arenas to produce superior product quality

Key customers would be large TV Networks and arenas
Larger teams with newer stadiums
Teams who are looking to upgrade their systems

Benefit the teams
Increasing number of viewers because they know they can get the best quality replays
Focus on larger sports associations who have the resources to install new technology

Perceptual Map
Industry Growth
Integrated Marketing Communications
Traditional: print ads, personal selling, and PR
Website (www.freedtechno.com/)
Twitter (@freeDtechno)
Facebook (freeDtechno)
Vimeo (user12462930)
Instagram (freedtechno#)

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