Realeyes performs data collection, analysis and creates reports for its clients. However, it does not provide recommendations to improve usability of media. Almost, all other companies provide recommendations by default. Realeyes is a specialised eye-tracking service provider as opposed to the rest who a bundle of services like user centred design, digital strategy, web analytics and others. Realeyes Master of Eye-tracking? – Porter (1985) provides generic strategies: Cost leadership, Differentiation and focus. The wide bundle of services offered by most of the rivals can be looked upon as approach. Considering the core competence of Realeyes is in eye-tracking, it ‘Jack-of-all’ must look to promote itself as a master at eye-tracking. This would mean taking the focus approach for eye-tracking service. Within the focus, it can not only achieve cost focus because of its low operating costs but also achieve differentiation focus as it conducts highly quantitative studies with large sample sizes. By being focussed, there is also a possibility of creating an uncontested market space called Blue Ocean (Kim and Mauborgne, 1999) for Realeyes in Australia. Based on the competitor analysis (6.3.3), all the firms including Realeyes were rated on a scale of 1 (Low), 2 (Average) and 3 (High) on Y-axis against various parameters like sample size, level of specialisation in eye-tracking services, average duration of projects, etc on It can be observed from the following graph that if Realeyes (blue line) prices its services lower, it remains almost unchallenged on almost every other parameter thereby creating a blue ocean for itself. Figure - Blue Ocean for Realeyes Evaluation of Hypothesis on Positioning (H2) We deduce from the analyses that the hypothesis is supported partially, since it was concluded that low-price offering while positioning as a master of eye-tracking thus carving a niche for its services based on its qualities of uniqueness discussed earlier, would help Realeyes create a Blue Ocean for itself in the Australian market. Having decided upon the positioning of Realeyes as a specialist eye-tracking service provider, the next section will look at entry-mode strategy.
Realeyes performs data collection, analysis and creates reports for its clients. However, it does not provide recommendations to improve usability of media. Almost, all other companies provide recommendations by default. Realeyes is a specialised eye-tracking service provider as opposed to the rest who a bundle of services like user centred design, digital strategy, web analytics and others. Realeyes – Master of Eye-tracking? Porter (1985) provides generic strategies: Cost leadership, Differentiation and focus. The wide bundle of services offered by most of the rivals can be looked upon as ‘Jack-of-all’ approach. Considering the core competence of Realeyes is in eye-tracking, it must look to promote itself as a master at eye-tracking. This would mean taking the focus approach for eye-tracking service. Within the focus, it can not only achieve cost focus because of its low operating costs but also achieve differentiation focus as it conducts highly quantitative studies with large sample sizes. By being focussed, there is also a possibility of creating an uncontested market space called Blue Ocean (Kim and Mauborgne, 1999) for Realeyes in Australia. Based on the competitor analysis (6.3.3), all the firms including Realeyes were rated on a scale of 1 (Low), 2 (Average) and 3 (High) on Y-axis against various parameters like sample size, level of specialisation in eye-tracking services, average duration of projects, etc on It can be observed from the following graph that if Realeyes (blue line) prices its services lower, it remains almost unchallenged on almost every other parameter thereby creating a blue ocean for itself. Figure - Blue Ocean for Realeyes Evaluation of Hypothesis on Positioning (H2) We deduce from the analyses that the hypothesis is supported partially, since it was concluded that low-price offering while positioning as a master of eye-tracking thus carving a niche for its services based on its qualities of uniqueness discussed earlier, would help Realeyes create a Blue Ocean for itself in the Australian market. Having decided upon the positioning of Realeyes as a specialist eye-tracking service provider, the next section will look at entry-mode strategy.
Realeyes_Group_Report_V10.docx