Lifi Biz Model

Business Model for Li-Fi Technology
Cao Jie (Joy)

A0119774U
Chen Zhongze (Frank)
A0119239B
Li Bing
A0119251M
Wang Huaiyu(Gem)
A0118990W
Li Yuanbo (Michael)
A0119085A
Soh Loon Siong
A0098520A
I
II
III
Li-Fi Technology
Pure LiFi Corporate Profile
What is
o Light can be emitted by LED

o Can reflect the wall
o Can dim to be invisible
WIFI
LIFI
[1]
Bandwidth
3 kHz ~ 300 GHz
Speed of data
transmission
Limited by 150Mbps
Security
Interceptable
WIFI
Distance
Energy Consumption
70~250m
High
[2]
Distance
70~250m
[2]
Penetration ability
Yes
Penetration ability
Yes
400 ~ 800 THz

[2]
Up to 10Gbps
[1]
[3]
Limitation of Li-Fi?
No penetration ability
LIFI
Hard to be intercepted
Current
Based on10m
illumination
Expect to extend to
[4]
Current
10m
500m
in future
Expect to extend to
No
500m in future [4]
No
Wi-Fi is close to full capacity

Technology rapidly
improving in recent years
a compound annual growth rate of 82% from 2013 to
2018
[1] https://spie.org/x93593.xml; [2] http://en.wikipedia.org/wiki/IEEE_802.11n-2009; [3] http://en.wikipedia.org/wiki/Li-Fi
[4] http://jwcn.eurasipjournals.com/content/2012/1/91, A review of communication-oriented optical wireless systems
o A leader in Li-Fi technology

o 50 years team experience in communications
o Successful commercialized product
Founder of PureLIFI
Professor Harald Haas
spin-out from the

University of Edinburgh
2008
2011
first demonstrated
Li-Fi to the world
Officially
Established
2012
Jan 2014
pureLiFi -1st
released
Technology Adoption Cycle
Li-Fi in Public
Areas
Step3
Li-Fi for Mobile
Devices
Step2
Li-Fi in National
Defense
Step1
IIRoadmap for applications
Li-Fi in Public
Areas
Li-Fi for Mobile

Devices
Li-Fi in National
Defense
US spending US$2.3 billion for

tactical radios, wireless network and
communications systems
Modern Warfare
Network Centric Warfare
Huge need of large bandwidth
Information Security
US spending US$2.3 billion for

tactical radios, wireless network and
communications systems
Modern Warfare
US Spend 1% of Defense
Budget on communication system
need estimate
of large bandwidth
Hence theHuge
industry
to worth US$ 17.5 Billion
Estimated bandwidth requirements

o 2 Mbps for 720p video per soldier/vehicles
o 1 Division usually consisting between
o 10,000 to 30,000 soldiers
o Translate to about 60,000 Mbps
Data requirements
o Voice Communication
o Location Tracker
o Live Battle Feed
http://www.docstoc.com/docs/116706017/V-Corps-and-3-ID-Network-Centric-Warfare-Case-Study
Speed limit of current bandwidth of Wi-Fi
Need for faster speed as all equipment's, war machine, man on the ground
are wired up to feed commanders first hand information of the
battleground to ensure higher chance of victory
http://www.docstoc.com/docs/116706017/V-Corps-and-3-ID-Network-Centric-Warfare-Case-Study
Modern Warfare
A robustly networked force improves information sharing
Information sharing enhances the quality of

information and shared situational awareness
Shared situational awareness enables collaboration and selfsynchronization, and enhances sustainability and speed of command
Dramatically increase mission effectiveness
Abundant bandwidth facilitates speedy file transmission, total interaction minimized

hence more secured
Lower probability of intercept and detection compared to broadcast

or less directional RF wireless links
For RF wireless link, the adversary needs only a low complexity receiver to
detect its broadcast transmission or the side lobes of directional RF antennas. While
essentially it is impossible for the 3rd party to detect the existence of the Li-Fi link
unless they insert their own receiver into the beam path
Security if further enhance by means of encryption

Review of communication oriented optical wireless systems
R&D investment
Risk Sharing
Lock-in
Unique Product
Key Patent
Produce prototype
Li-Fi in Public
Areas
Li-Fi for Mobile

Devices
Li-Fi facilitates
National Defense
etc.
Huge Market
Potential
File
Transmission
Current technology cant
Technology
fully utilize
Speed(MB/s) Distance
The phones capacity

will10mgrow by
0.1
Bluetooth
Wifi(NFC+S beam)
100m
the phones capacity
Cost(S$) Performance
10
times
inSlow,
the unstable,
next few hard
yearsto manage
2
7
Unstable, limited speed, unsafe
Phone flash- write 4-20

Phone flash- read 10-50
LIFI
1000+
Current 10m
Extend to 500m TBD
in future
Stable, fast, safe
Less power consumption
A SUPER FAST AND SAFE

WIRELESS TRANSMITION
SOLUTION
Power
saving
Much higher speed than
current technology
Stable
Fast
Less interfere from other

electromagnetic wave
safe
More safe during transmission
Li-Fi in Public
Areas
Li-Fi for Mobile

Devices
Li-Fi facilitates
National Defense
Stadium
Hospital
Subway
Library
B2G
Public Sectors
Collaboration
B2B
Customer
selection
Buildings
Commercialization
Commercial Outlets
Hotel and Restaurant
Office Building
Enterprise
B2C
Home
Expansion
Cheaper
Safer
for
human
Faster
Speed
Value Proposition
Faster
Speed
How about 400Mbps and 1Gbps?

400Mbps
Cheaper
Safer
for
human
Value Proposition
1Gbps
0.2 seconds
0.08 seconds
6 seconds
2.4 seconds
24 seconds
9.6 seconds
90 seconds
36 seconds
Efficient
Faster
Speed
LiFi
Cheaper
Low Energy Consumption
Safer
for
human
Value Proposition
Faster
Speed
Harm for human healthy
Cheaper
Safer
for
human
Value Proposition
24 hours of exposure to
radio-frequency
radiation has been
shown to result in
similar effects on a
comet assay as 1,600
chest x-rays.
III
Open collaboration to promote LIFI technology base on four directions
Licensing out
Defense segment
Public segment
Mobile segment
o
o
o
o
Contract service for hardware

maintenance
Set special service team for
value-added service
Product
Design
Co-develop product with government;

Involve third party companies to develop
software;
Separated project team management;
Manufactur
ing
Service
Defense
segment
o
Product
Ads
Product
distribution
No Ads, keep the whole project confidential;
Contract manufacturing
with government
certificated factory
High quality control
B2G- direct sales
Product
Design
o
o
In house design + fast update

Product segmentation management
Contract service
Manufactur
ing
Service
Mobile
segment
Product
Ads
o
o
Online Ads;
Co- Ads with mobile phone companies;
o
o
Contract manufacturing;
Product
distribution
o
o
o
B2B- direct sale

CRM management
Supply/ demand management
Product
Design
o
o
o
In house design
Outsource ID design
Collect excellent design from online
Contract service
Manufactur
ing
Service
Public
segment
o
Product
Ads
Product
distribution
o
o
o
Online Ads;
Printing Ads on IT newspaper
and magazines;
o
o
Contract manufacturing;
B2B:
o Collaborate with telecom carriers;
o Direct sale to public place owners;
Retail
o Contract regional agent
o Flagship stores
o Online selling
o
Technical
support
Free support to third party developers and

companies;
Licensing
out
Collaborati
on
Licensing
authority
o
o
Strategic collaboration with companies who

identified high potential LIFI business ;
Acquisition if necessary;
Only charge licensing fee to the well

developed LIFI business;
Default free of charge to third party
developers and small business;
Technical support
Third party developers

Chipset
Licensing out
Third party companies

Transmitter
Receiver
Router
Chipset Factory
Other branded
companies
Apple Inc.
Retailers
OEM
Individual customers
Flagship shop
Public place owners
Telecom carriers
Governments
Logistic
Regional distributor
Li-Fi in National Defense

B2G Business
Sell products to governments with a sales force: low volume but high gross margin
Chipset/ Transmitter /Receiver/ Router
Charge for Value added Services: low charge, but high gross margin and long term
Consultation/ Research service on network protection and interception of
opponents network
Li-Fi for Mobile Devices
B2B Business
Sell chipset to mobile phone companies with a key customer management team;
Low gross margin, but high volume;
Li-Fi in Public
Areas
B2G business
Support governments with zero net profit;
Gain profit by defense products and value added services;
B2B business
Sell routers to telecom companies with a sales force;
Sell solutions to the large organization or office buildings
B2C Business
Sell router and receiver to home users
Low gross margin, but high volume
Licensing out to find more opportunities

B2B Business
Manage the licensing out by technical teams;
Fixed licensing fee or profit dividend;
Brand
building
Standard
competition
IP
Protection
MultiProducts
Product
marketing
Brand
building
Standard
competition
o Proactively improve technology

and apply relevant IPs
o Strong IP protection in chipset
and router business;
o Cultivate other LIFI markets with
weak licensing protection;
IP
Protection
MultiProducts
Product
marketing
Brand
building
Standard
competition
Open collaboration to win standard war

o Build relationship with governments,
and try to impact national standard;
o Build alliance with MNCs;
o Win support from SMBs;
o Attract third party developer with
free technical support;
o Strategic collaboration with third
party companies for new LIFI
business;
IP
Protection
MultiProducts
Product
marketing
Brand
building
Standard
competition
Open collaboration to win standard war

o Build relationship with governments,
and try to impact national standard;
o Build alliance with MNCs;
o Win support from SMBs;
o Attract third party developer with
free technical support;
o Strategic collaboration with third
party companies for new LIFI
business;
IP
Protection
MultiProducts
Product
marketing
Brand
building
Standard
competition
IP
Protection
o
o
o
o
o
In-house design
Contract manufacturing
Contract distribution
Contract service
Quality control
MultiProducts
Product
marketing
Brand
building
Standard
competition
MultiProducts
o Focus on hardware + Fast update

o Develop complementary assets
o Leverage third party resources
IP
Protection
Product
marketing
Brand
building
Standard
competition
IP
Protection
MultiProducts
Product
marketing
o Zero profit of public products from

governments to win defense product
orders;
o Low price for short term + higher
price for Updated Products
o Provide very competitive pricing for
long term contract
o Internet marketing
conclusion
Network effect between more

LIFI hot spot and LIFI
featured mobile devices
Li-Fi Hotspots in
Public Areas
Superior
surfing
experience
Network effect between more

LIFI featured mobile devices
and existed LIFI spots
Li-Fi for Mobile
Devices
More LIFI features

on mobile device
More & superior

LIFI Hot Spots
Li-Fi in Public
Areas
Li-Fi for Mobile
Devices
Li-Fi facilitates
National Defense
Co evolutionary Strategy
Virtuous Circle
Licensing
Value
Proposition
Customer
Segmentation
Scope of
Activities
Method of
Value Capture
Strategic
Control
Faster speed
National
defense
Design &
production
Markup &
production
IP protection
Standard
competition
Large
bandwidth
Mobile device
Service
Information
security
Power
saving
Fees of
technical
service
Brand building
Multidifferentiation
Public area
Marketing &
promotion
Licensing
fees
Marketing
strategy
Under water
communication
Vehicle-to-vehicle
communication
RF sensitive area:
airplane, museum,
operation room, etc.
Smart traffic light

control system
Geographic-based
service
Q&A

Lifi Biz Model

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Lifi Biz Model

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Business Model for Li-Fi Technology

Cao Jie (Joy)

Pure LiFi Corporate Profile

o Light can be emitted by LED

3 kHz ~ 300 GHz

400 ~ 800 THz

Wi-Fi is close to full capacity

o A leader in Li-Fi technology

spin-out from the

Technology Adoption Cycle

IIRoadmap for applications

Technology Adoption Cycle

Li-Fi for Mobile

US spending US$2.3 billion for

Huge need of large bandwidth

US spending US$2.3 billion for

Huge need of large bandwidth

Estimated bandwidth requirements

Huge need of large bandwidth

Speed limit of current bandwidth of Wi-Fi

A robustly networked force improves information sharing

Information sharing enhances the quality of

Abundant bandwidth facilitates speedy file transmission, total interaction minimized

Lower probability of intercept and detection compared to broadcast

Security if further enhance by means of encryption

Technology Adoption Cycle

Li-Fi for Mobile

Current technology cant

The phones capacity

the phones capacity

Unstable, limited speed, unsafe

Phone flash- write 4-20

Stable, fast, safe

Less power consumption

A SUPER FAST AND SAFE

Less interfere from other

Technology Adoption Cycle

Li-Fi for Mobile

How about 400Mbps and 1Gbps?

Open collaboration to promote LIFI technology base on four directions

Contract service for hardware

Co-develop product with government;

No Ads, keep the whole project confidential;

B2G- direct sales

In house design + fast update

B2B- direct sale

Free support to third party developers and

Strategic collaboration with companies who

Only charge licensing fee to the well

Third party developers

Third party companies

Public place owners

Technology Adoption Cycle

Li-Fi in National Defense

Technology Adoption Cycle

Li-Fi for Mobile Devices

Technology Adoption Cycle

Technology Adoption Cycle

Licensing out to find more opportunities

o Proactively improve technology

Open collaboration to win standard war

Open collaboration to win standard war

o Focus on hardware + Fast update

o Zero profit of public products from