Relative Degree of Threat to Realeyes is analysed below, based on the competitor data analysis shown in the prior tables 21 and 22.
Current-state Competitor pricing and market scope evaluated according to the following attributes or indicators (1 – Lowest 5 Highest) rated based on qualitative, logical data-interpretation of competitor tables 21 and 22:
Services offered apart from eye-tracking will determine the scope of market segments that the service range can offer to cover. If Range is lower, then services are more focused on offering eye-tracking
The centrality of eye-tracking to the firm’s total set of offerings (scope economies) - The more central/core service, the more specialised the firm, hence more likelihood of this service being the firm’s main revenue stream.
Is core capability of the firm eye-tracking? (YPrice =High, NPrice=Low)
Customer engagement via provision of complementary services of eye-tracking
Pricing directions (From competitor analysis: S=1:If pricing direction indicates lower pricing; and S=5: pricing direction indicates premium demanded -> qualitative, interpretively analysed)
Reputation and brand image – the better the reputation, more qualified to price a premium (Resnick et al, 2000, Pg 47)
Other factors like Government support & global presence (Global presence can indicate wider coverage of markets)
Table 24 - Realeyes’ potential competitors in Australia: based on Ian Gordon’s Competitor Analysis model (1989)
Indicators
|
OD
|
AT
|
ET
|
UXR
|
PAN
|
SYM
|
PRS
|
PTG
|
CON
|
1) Service Range
Y1
1 – Lowest; 5 – Highest
|
4
|
3
|
3
|
4
|
4
|
3
|
1
|
5
|
4
|
2) Centrality
1 – Weakest; 5 – Strongest
|
4
|
2
|
5
|
2
|
2
|
3
|
5
|
2
|
2
|
3) Core capability
1 – Weakest; 5 – Strongest
X
|
3
|
2
|
5
|
2
|
2
|
3
|
4
|
2
|
1
|
4) Customer engagement
1 – Weakest; 5 – Strongest
|
5
|
2
|
4
|
3
|
2
|
4
|
5
|
2
|
3
|
5) Pricing directions given to client
|
4
|
3
|
4
|
4
|
3
|
3
|
4
|
2
|
2
|
6) Reputation
Y2
|
4
|
3
|
4
|
3
|
3
|
3
|
4
|
4
|
3
|
7) Global reach
|
2
|
2
|
4
|
2
|
2
|
2
|
3
|
4
|
1
|
X -> 2-6
Y -> 1,7 (Y1+Y2)
|
X,Y
20, 6
|
X.Y
12,5
|
X,Y
22,7
|
X,Y
14,6
|
X,Y
12,6
|
X,Y
16,5
|
X,Y
22,4
|
X,Y
12,9
|
X,Y
11,5
|
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