Ecton-Individual Case Analysis
1. How does the Ecton machine differ from the existing technology in the market? What characteristics/application does it have that are similar to that of conventional machine? What characteristics/applications are different?
The existing ultrasound technology in cardiology was constantly focusing on improving image quality and providing better quantitative information to response to clinical demands, dreaming that one day it could substitute the expensive imaging techniques such as MRI. Some established companies had developed sophisticated edge detection algorithms that can obtain biomechanical characteristics of the heart; others had developed machines that have superior image quality or even worked on 3-dimensional echocardiography. However, Ecton didn’t focus much on the improvement of the image quality or to provide more quantitative information, they put their engineering effort in making the echo machine portable and cheap, yet achieve the acceptable level of image quality required by the alternative market.
The traditional Doppler echocardiography instruments are generally bulky and expensive. Most of them are located in an “echo Lab” which is usually in the cardiology department. Although the echo machines are able to be wheeled into surgery suits or ICU to image the heart function, the movement could be disruptive to patient flow through the cardiology department’s echo lab. However, Ecton’s compact Doppler echocardiography instrument is portable, smaller and cheaper compared to the conventional machine, which makes it possible to be used in the surgery suits, ICU and emergency rooms. However, the machine offered fewer features and less versatility than the conventional machines. Nevertheless, the machine is able to produce excellent image quality as the conventional machine.
Size
Price
Provide more quantitative info
Image quality
Conventional echo Machine
Large(5’X4’X4’) & difficult to move around
High($80,000-$300,000)
Yes
The existing ultrasound technology in cardiology was constantly focusing on improving image quality and providing better quantitative information to response to clinical demands, dreaming that one day it could substitute the expensive imaging techniques such as MRI. Some established companies had developed sophisticated edge detection algorithms that can obtain biomechanical characteristics of the heart; others had developed machines that have superior image quality or even worked on 3-dimensional echocardiography. However, Ecton didn’t focus much on the improvement of the image quality or to provide more quantitative information, they put their engineering effort in making the echo machine portable and cheap, yet achieve the acceptable level of image quality required by the alternative market.
The traditional Doppler echocardiography instruments are generally bulky and expensive. Most of them are located in an “echo Lab” which is usually in the cardiology department. Although the echo machines are able to be wheeled into surgery suits or ICU to image the heart function, the movement could be disruptive to patient flow through the cardiology department’s echo lab. However, Ecton’s compact Doppler echocardiography instrument is portable, smaller and cheaper compared to the conventional machine, which makes it possible to be used in the surgery suits, ICU and emergency rooms. However, the machine offered fewer features and less versatility than the conventional machines. Nevertheless, the machine is able to produce excellent image quality as the conventional machine.
Size
Price
Provide more quantitative info
Image quality
Conventional echo Machine
Large(5’X4’X4’) & difficult to move around
High($80,000-$300,000)
Yes
References: [1] Joseph L. Bower and Clayton M. Christensen 1995 Harvard Business Review: Disruptive Technologies: Catching the Wave [2] David J. Teece The theoretical context of strategic management: Profiting from technological innovation: Implications for integration, collaboration, licensing and public policy ---------------------------------------------------------------------------------------------------------------------