I AM POWER
JERRY J. LAI 04350755 DESIGN PROJECT 2
PERSONAL GOAL Hi, I am Jerry, This is my journal of Design Project 2. In this project, we were asked to choose one brand based on our interests and future career plan and to choose a promising market that the brand has never taken based on the current status and logic of the brand. Then we should use the design process to verify that there is a potential market for the brand we chose and design a new product for the brand’s new market. I am a real geek and I always like to review new consumer electronics. I am also an outdoor sports enthusiast, I love skateboarding, snowboarding, and surfing. So after discussing with my Instructor, I chose Nikon to be my brand and chose consumer electronics to be the promising market for this project.
PREFACE Nikon is a Japanese multinational corporation headquartered in Tokyo, Japan, specializing in optics and imaging products. This project is to explore a promising market that Nikon has never taken and to verify that there is a potential market where Nikon will be able to integrate their advantages.
TABLE OF CONTENTS 1
PREPARATION
2
RESEARCH
01 Brand Vision
17 Research
07 Market Opportunity
24 Problem Statement
13 Product Opportunity
3
DESIGN
4
FINAL DESIGN
43 Design Development
56 Final Design
46 Function Testing
61 Product Description 67 Instructions For Use 69 Prototype 71 Citation
INTRO Nikon Inc. is involved in a broad spectrum of businesses centered around specializations in imaging products, precision equipment, and instruments. Nikon's products include cameras, camera lenses, binoculars, microscopes, ophthalmic lenses, measurement instruments, rifle scopes, spotting scopes, and the steppers used in the photolithography steps of semiconductor fabrication.
1
Consumer Market Imaging Products
Photography Education
Industry Market Precision Equipment
Industrial Metrology
Healthcare 2
As the camera that NASA uses in space and US military photographers use on the battlefield, Nikon’s camera has the following features:
Accuracy
Reliability
3
2017 Nikon Global Market Share
Europe Asia
31%
26% 4%
Other
14% 25%
Japan
USA
4
The ubiquity of smartphones and their increasingly capable cameras have led to a rather steep decline in digital camera sales since 2010. As badly as Nikon market share slipped in the overall camera market in the past year(2017), they expect the same in the coming year.
5
Operating income
DOWN 39%
Compact cameras sales
DOWN 61% Lens sales
DOWN 22% (Nikon 2017 financial results)
Interchangable lens cameras sales
DOWN 23% 6
MARKET OPPORTUNITY Digital cameras have witnessed considerable decline owing to the advent of the smartphone. However, long-battery life, processors and large screens along with other value-added features are expected to favorably impact consumer electronics market growth over the next few years.
7
The global consumer electronics market is projected to grow at a compound annual growth rate of
over 15% to nearly US$ 400 Billion in revenue by 2020.
8
There is a considerable overlap between the consumers in the digital camera market and in the consumer electronics market.
Camera
Consumer Electronics 9
Nikon has mature technology in the consumer electronics market, and has production capabilities for a variety of new products.
10
In order to take Nikon into the future, Nikon should extend their products from the camera market into other consumer electronics markets.
Global Consumer Electronics 11
Home Electronics
Outdoor Electronics
Car Electronics
Computers
Commercial Electronics
Gaming
Consumer Electronics Categories
12
PRODUCT OPPORTUNITY
The area of consumer electronics includes electronic (analog or digital) equipment intended for everyday use. It contains a very wide range of categories, so we must think about our customer characteristics and our expertise to determine the direction we'd like to take within this large area of consumer electronics.
13
COMPANY EXPERTISE Optical technology Measurement technology Sensor technology
14
CUSTOMER CHARACTERISTICS Love to travel Enjoy outdoor activities Enjoy sharing their photos
15
Which Categories of consumer electronics that Nikon can extend? OUTDOOR ELECTRONICS
TRAVEL ELECTRONICS
16
More than 60% of Nikon users enjoy outdoor activities and travel.
17
100% of Nikon users
interviewed participate in travel by air.
18
Most Popular Outdoor Activities For Nikon Users
19
Biking
15%
Camping/Backpacking
14%
Hiking
13%
Percentage Of Nikon Users Who Participate In Outdoor Activities By Age
34% 32% 11% Age 18~24
25~44
45+ 20
Average Number Of Trips Per Year For Nikon Users
Average 4.8 trips 31%
1
21
20%
10%
9%
3
4
2
5% 5
6% 6
2% 7
2% 8
15% 9+
% of all flyers take X trips 20
Percentage of Nikon Users Who Travel By Air By Age
40%
45%
15% Age
18~24
25~44
45+ 22
Electronics Carried During Outdoor Activities
23
Electronics Carried By Airline Passengers
Phone
Power Bank
Phone
Power Bank
Audio
Flash Lighter
Audio
Luggage Scales
Cable
Mini Projecter
Cable
Portable Printer
Wear device
Wear device
Tablet/Labtop
Tablet/Labtop
GPS
Storage
Problems Encountered With Electronics During Outdoor Activities Electronics are out of power. Eelectronics are damaged by impact or rain. GPS & phone users are distracted,causing accidents. Cords for charging cables get tangled.
24
Problems Encountered With Electronics During Airline Travel Baggage overweight Electronics out of power Equipment stolen
25
Batteries die both during outdoor activities and travel and people are left with no way to charge their electronic devices.
26
All consumer electronics rely on batteries. If there is no electricity, they will all be unable to function.
27
28
29
Solutions When There Is Nowhere To Charge Your Electronics: 1. Carry more batteries
X
2. Carry a device that can be charged without plugging into the grid.
O
30
Different Charging Technologies 1. Solar Energy
2. Kinetic Energy
3. Thermal Energy
31
Con: Weather must be sunny
Con: People need to expend physical energy to generate electrical power Con: Relatively low energy conversion rate 32
Observation The Kinetic Chargers & Power Banks On The Market
33
The Problems Of The Products On The Market Most kinetic energy chargers require people to use both hands to use them.
34
The Problems Of The Products On The Market Most power banks on the market are inconvenient to move while charging.
35
There are two major types of rechargeable batteries used in power banks Li-Ion Battery
Li-Polymer Battery
Con: There is a risk of explosion
Con: Slow charging speed 36
New Battery Technology: Power Paper Scientists at the Organic Electronics Laboratory of Linkรถping University, Sweden, came up with an innovative solution by creating the so-called Power paper from nano-fibrillated cellulose and a conductive polymer. The power paper is made from renewable cellulose and readily available polymer. The material, just like a regular paper pulp, has to be dehydrated to make it into a power paper. A circular sheet of 15cm diameter and a few tenths of a millimetre thickness can store around 1Farad, which is as good as the storage capacity of supercapacitors available in our markets today. The nano paper takes only a few seconds to get fully charged and it can be recharged for hundreds of times. 37
Pros: Only 0.5 millimeters thick Several cells can be used in combination Fast charging Bendable & waterproof (Research Of Linkรถping University)
38
Types Of Kinetic Energy
Rotation
39
Shaking
Kinetic Energy Theory : Electromagnetic Induction Electromagnetic induction is the production of voltage or current due to a change in the magnetic field.
et n g a M
Conductive Metal Wire
40
People are always in motion during outdoor activities and Travel.
41
Why not just use the motion to generate electrical power we need?
42
First Direction : Rotation
43
Second Direction : Shaking
44
Function Models
45
Function Models Testing : Rotation
46
Function Models Testing : Shaking
47
Test Result After function testing,I chose the first direction (Rotation) as my final design choice because of the following reasons :
1. Smaller Volume 2. Lighter Weight 3. Easier Attachment
48
Size Reference : Wrist
(https://lymphedivas.com)
49
Size Reference : Calf
(https://www.liftingthedream.com/)
50
Size Reference : Miniature Motor
51
Size & Form Development
52
53
54
Product's DNA Of Nikon
55
Final Design
56
Final 3D Model
Nikon Kinetic Power Bank
57
Kinetic Power Charger Body
Wearable & Bendable Power Bank Body
58
Exploded View Indicator Light LED / GaN-on-Si Protection Ring / ABS Charging Switch / PTE Kinetic Power Spin Pad / Steel & Lead Miniature Motor (Electric generator) / Magnet; Copper; Steel Charger Body Case / ABS Control IC Board / Copper; Silicon Conductive contact / Copper Nikon Power Link Mount / Al-Mg Alloy
Self-Engaging Hook and Loop / Nylon Battery Cells / Nano-Fibrillated Cellulose; Conductive Polymer USB 3.1 / Steel
59
Unit / mm
60
Product Description Indicator Light Kinetic Power Spin Pad Nikon Power Transmission Mount Switch Power-Paper Battery Cells
USB3.1 Input/Output Self-Engaging Hook and Loop
61
Product Feature 1 Two Charging Methods Of Wearing 1. Use Power Bank Body Alone 2. Use Power Bank With Kinetic Charger
62
Product Feature 2 Module Design : Nikon Power Mount Can Use 1 Kinetic Charger with Multiple Power Banks
63
Product Feature 3 Easy Attaching 1. Can Be Easily Attached To The Camera Strap, Bike Handlebar And People's Wrist 2. Get Freedom Of Movement While Charging
64
Product Feature 4 One Size Fit All The Design Of Power Bank Band Can Fit Most People's Size
65
Product Feature 5 Emergency Quick Charge Can Use Both Hands To Quickly Charge For Emergency
66
How To USE IT Charg The Device
67
1
2
3
4
5
6
How To USE IT Attach The Kinetic Charger 1
3
2
4
5
68
Prototype
69
70
Nikon global website https://www.nikon.com/
Citation
Nikon 2017 Financial Results https://www.nikon.com/about/ir/ir_library/result/pdf/2017/17_all_e.pdf Flickr Camera Finder Analysis https://www.flickr.com/cameras/ How smartphones are slowly killing the camera industry https://www.cnet.com/news/how-smartphones-are-slowly-killing-the-camera-industry/ Global Market Study on Consumer Electronics https://www.persistencemarketresearch.com/market-research/consumer-electronics-market.asp Travel and Tourism Industry in the U.S. https://www.statista.com/topics/1987/travel-and-tourism-industry-in-the-us/ Consumer Technology Association https://www.ces.tech/ Global Consumer Electronics http://www.globalsources.com/ Sports & Outdoor Statistics and Studies https://www.statista.com/outlook/259/100/sports-outdoor/worldwide# Outdoor Electronics Review https://www.backpacker.com/gear/electronics International Tourism 2017 Market Share http://media.unwto.org/content/infographics Outdoor Sports in the United States https://www.statista.com/chart/1178/outdoor-sports-in-the-united-states/ Electromagnetic Induction https://www.electronics-tutorials.ws/electromagnetism/electromagnetic-induction.html Electric generator http://energyeducation.ca/encyclopedia/Electric_generat Power paper: Re-chargeable sheets store renewable energy https://www.power-technology.com/features/featurepower-paper-re-chargeable-sheets-store-renewable-energy-4816852/ An Organic Mixed Ion–Electron Conductor for Power Electronics https://onlinelibrary.wiley.com/doi/full/10.1002/advs.201500305
71
There is so much different between the designer and the engineer, but the same goal of them is to solve the problems around us. I was an Industrial Engineer, and now I am an Industrial Design student. I try to combine the two backgrounds into my future career.
Jerry Lai
04350755 415-8194581 jerry.lai.alin@gmail.com 72