What is your signature innovation in one sentence?
NeuroSky has created a single, dry EEG sensor and mental state algorithms to meet the consumer market criteria for low-cost, wearability and value.
Describe your innovation. What makes your idea unique and different than others doing work in the field?
NeuroSky has stripped down very cumbersome and very expensive medical EEG solutions, through our patented technology, into a very low-cost and very small form-factor, in order to allow every consumer to experience and enjoy the positive benefits associated with neural technology. What a huge home stereo system is to an IPod, expensive medical technology is to NeuroSky's single sensor product. We don't claim to be a medical grade component, just as the IPod doesn't claim to have the same fidelity as a high-end stereo system. But, similarly to Apple, NeuroSky has made its technology low cost and portable for a broad range of markets, including the market for healthy games.
What barriers exist that are creating the problem your innovation is hoping to address/change?
1) Cost - core EEG technology can add no more than $10 to the cost of most consumer products, 2) Wearability - existing, medical EEG technology requires the use of gels, skin preparation, sensor alignment and professionally trained staff. Now, for example, a Starbucks' customer can don a neural headset and start playing cognitive-driven games almost unnoticed, 3) Value - our mental state translations deliver important cognitive data (attention, meditation, anxiety) from the raw brainwaves.
Delivery Model: How do you implement your innovation and apply it to the challenge/problem you are addressing.
NeuroSky is a core technology provider to the gaming (and many other) industry. We sell our customers Software Development Kits (SDK's). The customer links to our algorithm library (DLL) to call on the different mental states that we offer. For example, if their game would like to know the player's attention level at any time, it would call the get_attention() function, which returns a 0-100 value scaled to the individual player. Our customer would decide how to use this information. Perhaps, their audience is an ADD youngster. A game could train him/her to lift a heavy object off of the ground using only attention levels. Low attention couldn't lift it, but high attention could. Maybe the target audience is a senior citizen learning to meditate for the first time, or a frustrated boss who has high anxiety after a long day at the office. By meeting the cost-wearability-value criteria of the consumer, this technology is finally hitting the mass wellness and health market.
How do you plan to scale your innovation?
Costs! Push them down, down, down, while continuing to deliver equal or superior value to the end-consumer. Low component costs drive low consumer end-product prices. Consumers operate along a price elasticity curve. Their propensity to consume a product goes higher as prices fall. We're using basic economic theory to address the scaling challenge.