1.) The character of the customers changed dramaticly. Customers in the mass market now are consumers (not modelers) with short dwell time in the modeling. 2.) The mass market changed to customers with lower budgets, as the user has several hobbies. Price levels and complexity must be reduced. 3.) Ready built models (RTF) with Radios changed the world of RC. This was the reason for the new type of customers. We must face several changes in the modeling market 4.) In the past, the TX was the center in the modeling life of the customer. 7.) Customer demand changed to much less complexity of the function chain. Now fast and positive succes flying the model, is necessary. This also is important for the active modeler. 6.) The meaning of the TX or radio system is much less important for the customer. 8.) Modeling products are not necessary for the daily life. Other products for leisure are existing in very high varieties. Therefore the modeling product must attract the reward system in the customers brain. Remember the RC marketing basics 5. For most customers now the TX or RC system is only a part of the model. 9.) A product must solve a problem of the user. Without a user problem, a product itself for that is a problem. Please press key

Generall issue: Every product must solve a problem, otherwise it can´t be succesful Proof: Why 2,4 GHz got a standard so fast? Example for wrong market understanding: Why S-Bus system ? The S-Bus solves a problem NO customer has. It was no need to change to one lead for all servos. But with the S-Bus, he has a problem, as it increases complexity enormously.….. It solved a real existing problem….. : Switch ON radio and Fly without asking other modelers. Which problem of a modeler does the S-Bus solve? My perception: One reason why the S-Bus was not succesful was its increase of complexity. Since we have the S-Bus, Futaba has lost market shares, this has something to do with each other, the S-Bus is not market- or customer driven A customer doesn`t like to be forced to something, example 2,4GHz systems. If we force him to decide between products, he must have a very big advantage with our product. The only demand for a part of the S-Bus is the serial signal output for stabi systems in helicopters and copters. But most of all it was not handled consequently as a closed user system (like Apple), see PWM adaptors. It is always a compromise, it tried to get all customers instead of demanding a clear decission

This doesn`t promote Futabas sales. As these producers do also use M-bus, Hott, Spektrum, Jeti, JR-X bus aso. in their devices. Who takes advantage out of NDA for S-Bus? S-Bus allows other companies to make money: With the S-Bus other companies are making profits, Futaba doesn`t get any money for it. What do we learn ? Flying or driving is the goal, not building or programming, not complexity The S-Bus didn`t follow these simple rules Modeling must make (fast) FUN, building or programming interfere the success. Fast and easy to reach success must be guaranteed with a product. Not one of the NDA customers have shown here products as a proof to robbe (which was the job of robbe) Then there is no advantage for Futaba, but for all these accessory suppliers. Other problems with the S-Bus We need the complete function chain for a model, offered from Futaba. The S-Bus allows to built an airplane with only a small S-Bus receiver. All the rest of an expensive airplane is coming from other producers. Every day it gets more important in regards to product liability. We must get to a point were we can say the customer can use what he wants in his airplane, but if he don`t use the Futaba function chain, we can`t be responsible for a crash.

Besides the S-Bus doesn`t solve a user problem, the following is a view from the strategy side of the S-Bus. Who takes advantage out of NDA for S-Bus? Power BOX. He supplies his Power Box, and customers of every 2,4GHz system can use it. His profits are based on other producers work. And his profit employs 20 people in Germany. Only one has an advantage and makes profit with it: Then of course it is abolutely no advantage anymore for one of the 2,4GHz systems. But the Power Box also is using the protocolls from M-Bus, Hott, Jeti, Spektrum, JR-X bus, aso. in their devices. As long as Power Box only supplies his products with Futaba –S-Bus, of course it supports Futaba sales. As power box is market leader for these power supply, it seems to be an advantage for Futaba – seems to be…… Example Power Box got the S-Bus protocoll, They added it into their products, which are high class and very expensive power supply for RX. Futaba RX can be connected to the Power Box, using only one lead and in addition also the telemetry data out of the Power Box.