PATENT OWNER
`PATENT OWNER
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`EXHIBIT 2028
`EXHIBIT 2028
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`PATENT OWNER
`
`EXHIBIT 2028
`EXHIBIT 2028
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`MARKET
`BUSTERS
`
`Rita Gunther McGrath (cid:9)
`
`Ian C. MacMillan
`
`November 24, 2005
`
`Keith McNally
`President
`Amaranth Wireless, Inc.
`5375 Mira Sorrento PI
`San Diego, CA 92121-3809
`
`Dear Mr. McNally:
`
`Please enjoy the enclosed copy of MarketBusters, courtesy of myself and my co-
`author, Ian C. MacMillan. The book features many examples of innovative
`strategies that companies like yours have developed to spark dramatic new
`growth. Part of our goal for the book was to try to make this process more
`systematic so that leaders in other firms could learn from your success.
`
`We thought you would like to know that Amaranth Wireless is cited in Chapter 2
`as pursuing an exceptionally innovative approach to growth, resulting in the
`market-transforming changes we call MarketBusting. We also thought you might
`find the strategies employed by the other firms cited in the book to be of interest.
`
`If this thinking appeals to you, there is a lot more material on our web site,
`www.marketbusting.com, including case studies, tips and tricks and my author's
`blog.
`
`I would be delighted to hear from you at rdm20Pcolumbia.edu with any
`comments, questions or reactions. And we are also very keen to hear "what
`happened next" stories from our featured companies, so if you have the time to
`drop me a line, I'd be grateful.
`
`Sincerely,
`
`Rita Gunther McGrath
`Enclosure
`
`2001 Pierce Street, #25 (cid:9)
`San Francisco, CA 94115 (cid:9)
`
`www.marketbusting.com
`info@marketbusting.com
`
`
`
`HARVARD BUSINESS SCI-iokii. i)itESS
`
`
`
`MN
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`1111,11 p n
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`1
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`11 11/1111
`
`34 MARKETBUSTERS
`
`Move #4: Eliminate Time Delays in the
`Links of the Chain
`Many customers are willing to trade off time for money. This
`source of marketbusting opportunities requires you to understand
`how much customer time you're wasting and to develop offerings
`that eliminate this waste. Alternatively, you might find good ideas
`by changing the sequencing of events in a consumption chain to cre-
`ate more value.
`
`Example: A Better Beer Experience. Consider an activity
`as prosaic as buying a beer in a sports stadium. In America, this in-
`volves walking to a vendor's location, waiting in a long line, placing
`your order with one of the waitstaff, finally getting your beer (usu-
`ally in an extremely annoying and insecure plastic cup with a flimsy
`lid), and finding your way back to your seat ("excuse me, sorry, ex-
`cuse me, let me just pass, sorry"), hopefully before you missed any-
`thing exciting. Some stadium owners began to try to improve the
`experience by adding seat-based order takers, but these people
`added to expenses and didn't really change the majority customer
`experience because, for the most part, they were stretched too thin
`to cover all potential customers.
`Executives at Amaranth Wireless, a privately held company
`founded in 1996, saw an opportunity to help stadium customers
`make better use of their time. The company created a handheld dig-
`ital device connected to a local network. With such devices in place,
`information can be shared within the network at extremely low
`cost. The initial application involved saving time by allowing pa-
`trons to order food right from their handheld devices in the stadium
`and have it delivered to their seats.
`Amaranth has since expanded aggressively into numerous arenas
`in which remote connectivity changes the time spent at one or more
`links in a customer's consumption experience. Primary client groups
`include restaurants, hotels, and hospitals, which use the devices to
`
`
`
`TRANSFORM YOUR CUSTOMERS' EXPERIENCE 35
`
`siosznen the time between the customer's request and its fulfillment.
`ilimmurants, for example, can use the software to preorder drinks
`ace: appetizers for patrons even before they have been seated. Ho-
`lds cAri use the technology to provide room service and speed the
`delivery of valet-parked cars. Hospitals can process food and medi-
`cine orders for patients faster and more precisely.
`Amaranth's main product, 21st Century Restaurant software, is
`poised to become the industry standard for mobile wireless order-
`iffs and payment processing in restaurants. In some cases, saving
`aline for diners also results in increased sales. Busy restaurants find
`ISM they can increase turnover by providing faster service, thus in-
`coming the revenue they can earn per table.4
`
`Example: Automating Nutritional Analysis to Save Time
`is Clinical Trials. Sometimes, saving time can translate into sub-
`sciazai cost savings. Tiny Princeton Multimedia Technologies Cor-
`ou. ;on develops software that helps nutritionists rapidly analyze
`=Dents' diets and develop better ones. The company's ProNutra
`mare calculates and manages metabolic diet studies to eliminate
`zamwork and provide rapid turnaround of information. ProNutra
`s iv-mg used by thirty research and medical centers, including the
`gen.---al clinical research centers of the National Institute of Health
`ziza- and USDA human nutrition research centers. Other clients
`osecacie Stanford, Yale, Harvard, Rockefeller University, and the
`towiornity of Chicago.
`Whereas many clients are using the software as part of weight
`omitzement services for their customers, substantial financial re-
`am= are expected from its widespread deployment in pharmaceu-
`mck zlinical trials. Because an important control variable for a
`trial consists of monitoring patients' nutrition intake, delays
`tizs process can end up delaying an entire trial. According to
`issokim. Rick Weiss, "When you save a day of clinical trials, you are
`the company $1 million a day." 5
`
`(cid:9)
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