WiTricity

A new emerging technology which may hold more prominence in the near future is the use of WiTricity, or wireless electricity. Under its definition, WiTricity exists in any place where there is a transfer of electricity from a power source to an application without the use of any connecting wires. WiTricity technology could automatically begin charging appliances without it having to be plugged in. The electricity is transmitted through coupled resonance, which states that two resonant objects of the same resonant frequency tend to exchange energy efficiently. This is similar to radio wave transfers, however those are too weak to supply sufficient power to charge an appliance. However magnetic coupled resonator are strong enough to be transmitted over long distances and have weak interaction with other resonances allowing for most of the electricity output to be transferred.

WiTricity can have many benefits for almost every company, as employees will not have to worry about charging their laptops, allowing them to work wirelesslyfor exteneded periods of time, like for instance in the boardroom. Portability will be greatly increased with the absence of a heavy charger to carry around and arguments over the plugs in the wall will disintegrate as multiple devices can charge simultaneously. The only issue is if the resonators lose connection, the power will be shut off, causing all current work to be lost. Also the connection has a limited radius and must be used in close proximity to the resonators.

With the implementation of this new emerging technology Porter’s 5 forces must be considered in overlooking WiTricity's position in this industry. The marketers of WiTricity technology should most prominently be focusing on the amount of buyer power they hold and rivalry amongst existing competition. The WiTricity technology is entering a market where fierce competition currently exists with the current formations of outputing electricity. The suppliers of regular electricity are not going to allow their entire operation to be disbanded by the creation of new output for electricity. Initially, fierce competition will exist with these older electricity suppliers for the electricity market. Innovators may want to make the switch to WiTricity for its many advantages, and are willing to deal with its possible downfalls like the possibility of crashing and the small radius it has. Others may be reluctant to use this new technology and may feel satisfied with the current output which is being supplied to them. Also the marketers of WiTricity must consider the amount of buyer power the consumer holds.

Buyer power is said to be high when the buyers have many choices. Medium buyer power exists for customerd, as buyers have the choice to adopt the new technology, but they also have the option of contining to use the old one. There are no alternative wireless electricity suppliers so WiTricity does create low buying power among the buyers in that sense. The loyalty program created by the increased quality of life supplied by WiTricity and its wireless technology may reduce buyer power by working correctly or increase it if it shows signs of malfunction. WiTricity is still a very new concept, and will undoubtedly improve significantly in the future, possibly eliminating the need for wires and plugs, making the workplace a much more productive and efficient environment.

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REFERENCES
Castelvecchi, D. Wireless energy could powerconsumer, industrial electronics. Retrieved October 1, 2007. From: MIT News Office Web Site: http://web.mit.edu/newsoffice/2006/wireless.html

Chabrow, E. WiTricity: Transmitting Electricity Wirelessly. Retrieved September 28, 2007. From: E-Week.com Web Site: http://www.eweek.com/article2/0,1759,2144542,00.asp

Gibson, M. How it works: WiTricity. Retrieved October 1, 2007. From: Null Hypothesis Web Site: http://www.null-hypothesis.co.uk/science/straight-talking/how-it-works/power_transfer_wireless_electricity_WiTricity

Hadley, F. Goodbye Wires. Retrieved September 28, 2007. From: MIT News. Web Site: http://web.mit.edu/newsoffice/2007/wireless-0607.html

Spring, T. WiTricity Delivers Wireless Power Transmission. Retrieved September 28, 2007. From: PC World. Web Site: http://blogs.pcworld.com/staffblog/archives/004605.html

Ulanoff, F. Wireless Electricity Becomes a Reality. Retrieved September 28, 2007. From: PCMag.com.Web Site: http://www.pcmag.com/article2/0,1759,743234,00.asp

Microsoft Surface

The Microsoft Surface developed under the code name “Milan” is the first product being marketed by Microsoft’s secret surface computing team, consisting of only 120 people. The Microsoft Surface is a computer in the form of a table, which uses a hard acrylic tabletop as a high resolution computer screen. The surface differs from a touch sensitive screen, as instead, uses multiple cameras beneath the surface, which recognized when someone touches it. The system recognizes items based on shapes, as internal projector lights screen from beneath the table. The tabletop itself does not contain any electronics, which Microsoft says should help in increasing its durability. Users can apply their hands using direct manipulation, to touch virtual objects on the screen, just as you would with a mouse, but with multiple points of origin instead of a single cursor. Furthermore it utilizes multi-touch technology, as it can be used my multiple people at the same time. The table is 22 inches high, 21 inches deep, 42 inches wide with a 30 inch screen. The table uses custom software on top of windows Vista and comes with integrated Wi-Fi and Bluetooth Wireless, wired Ethernet, hard drive and 1 GHz processor.

The Microsoft surface is being marketed at hotels, retail establishments, restaurants and public entertainment venues, with current contracts including; Harrah’s entertainment, Starwood Hotels and resorts and T-Mobile. Harrah’s, for example, plans the use the system as a ‘virtual concierge’ desk giving immediate access to about events, able to plan personal itineraries, and in the fututre possibly act as mechanism for ordering meals.

With the implementation of the surface, Microsoft must consider Porter’s 5 forces in tryin to understand its potential position in this industry. Microsoft should most prominently be focusing on the amount of buyer power the consumer holds and the possible threat of new entrants. Buyer power is said to be high when the buyers have many choices. In the case of the Microsoft surface, it is originally being marketed to other businesses creating a business to business transaction. Businesses who are considering buying the product have a medium buying power. High buying power is said to exist when the buyer has many choices. In this case the buyer has two choices, stick to the old technology or purchase a Microsoft surface. Switching to the Microsoft surface is not a necessity, but it could create a loyalty program with their customers, as the customer gets used to the more convenient technology and is reluctant to recede back to the old methods. Also, businesses must be careful not to fall behind leading IT in their industry as it can cause serious financial strain

The threat of new entrants must also be considered when launching the new Microsoft Surface. Fortunately for Microsoft the direct threat for new entrants is low. The technology which the Surface uses is very unique and cannot simply be replicated and resold by other companies. Microosft has been adimit about keeping this new technology as quites as possible, only assigning 12o peopel to the project team. Also Microsoft will hold a distinctive first mover advantage over any other businesses who attempt to market similar technology or functions that the Microsoft Surface supplies. the Micrososft Surface is a new innovative and emeriging technologies, which threatens to re-design the way we think about computers.

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REFERENCES
Bishop, T. Microsoft Surface Brings Computing to the Table. Retrieved May 30, 2007. From: Business
Web Site: http://seattlepi.nwsource.com/business/317737_msftdevice30.html

Derene, G. Microsoft Surface (Behind the Scenes). Retrieved October 1, 2007. From: Popular Mechanics.Web Site: http://www.popularmechanics.com/technology/industry/4217348.html

Duncan, R. Microsoft Announces Surface Computer. Retrieved May 29, 2007. From: Tech Crunch
Web Site: http://www.techcrunch.com/2007/05/29/microsoft-announces-surface-computer/

Kowaliski, C. Microsoft unveils 'Surface' interactive table. Retrieved October 2, 2007. From: The Tech Report.Web Site: http://techreport.com/discussions.x/12576

Neawedde, DJ. Microsoft Unveils ‘Surface’ Interactive Computer’. Retrieved October 1, 2007. From: Ministry of Tech.Web Site: http://www.ministryoftech.com/2007/05/30/microsoft-unveils-surface-interactive-table/