Wow, I think we're really witnessing the Apple-ification of Illumina 👏👏👏 Jacob has really been focusing his messaging on offering customers a full NGS vertical and this new MiSeq seems to embody that vision very well. There's virtually no mention of $/Gb in the announcement (folks are scrambling to try and decode that) - tag line is "Fastest, simplest. For every lab." Steve Jobs famously envisioned the Macintosh as an "appliance" - a computer for everyone vs its predecessor Apple 2 which was a computer for hobbyists (we're now called geeks). This MiSeq evolution follows that Apple evolution pretty well. Obviously not a consumer product, but MiSeq has been radically improved in terms of ease of use that may create some elasticity in this stale market: - Room temperature simple-to-load cartridge: 3 steps/20 minutes. - Much faster run times (4X faster than old MiSeq) - Seamless integration of DRAGEN (local) and BaseSpace (cloud) Technically there's a radical technology change underling the new instrument: its hardware is based not on the old MiSeq design, but on the flowcell-on-CMOS design of the iSeq. That means that (I think, not an engineer 🤣 oh wait am an engineer 🤣) ALL the optics and ALL the fluidics are in the consumable. This flips the economics of the old MiSeq on it's head as the instrument becomes super cheap - it's just a box with a computer and a display - and the consumable gets more complex as it contains the CMOS imager chip that gets thrown out each run. BUT the utilization of MiSeq has never been that high - sits in the corner a lot - so maybe this is fine 🤔 Two misses in my opinion: - No sign yet of any simplification of the product line. Do we need MiniSeq and the iSeq 100? Can't the new instrument replace both of these plus the old Miseq?! Maybe one low cost/high margin instrument platform with a range of consumables of varying capacity? - WTF with the nightmare new name that I've avoided saying up until this point 🤯🤯🤯 MiSeq i100 🤯🤯🤯 You took too old names MiSeq and iSeq 100 and jammed them together and kept the iSeq 100 in the product line?! Why not call this something new and simple like, I dunno, Macintosh 🤣, and position it as replacing the old MiSeq, MiniSeq, and iSeq 100. This would distinguish the new instrument from the MiSeq which will have to be around forever for the DX version. Grrrr. Anyway, if a dumb name is the worst thing here, that's a big win for Illumina, congrats to all involved. Nice first major product launch under Jacob that delivers on differentiating beyond price. Could have made a bigger splash compltely reimagining the product line - but maybe he's more Tim Cook than Steve Jobs - ain't nothing wrong with that! 👏👏👏
Pros: Much Faster means short TAT. Simple to use means less training. Simple instrument means lower purchasing capital (maybe, based on how Illumina price it). Cons: much more complicated consumables means high reagent cost, more possible defective consumables and operation waste.
Looks like most of the innovation was in reducing the COGS, no substantial new value to the customer/buyer, either in throughput or chemistry. This will protect and strengthen their margins in this product segment. Appears like they'll slowly replicate this on their future models too. Overall, "MiSeq i100" was more a gift to the shareholder than to the hobbyist/geek. Alex Dickinson I think they'll definitely follow-up with your naming suggestions with their new big-ticket future launches. They're only likely testing the waters with MiSeq i100.
I don't know but from what keeps happening I think I can do a better job running Illumina - after I'm the CEO - I will go hire a consulting firm to contact you (ofcourse with confidentiality) and ask for you opinion and then proceed to do that in every decision -:)
Question Alex Dickinson , do you believe the goal here is a sequencer in clinician offices or specialty centers within hospitals or clinics, with 1-2 technicians or a trained nurse or two to take sample and add to a sample to answer cartridge format for NGS
It just prints AGGGAAGGGG “You’re holding it wrong”
I prefer Mac vs pc….. with illumina being the PC wanting to be the Mac…
Waiting for the Cube.
...just how is your commentary so accurately funny? this seems like a leap for Illumina; it'll definitely be interesting to see how the market evolves to this 'democratized' product line. Still, how Apple of them to go with this messaging 🤣
CEO at SHARD DIAGNOSTICS Ltd
2moI think they missed a trick here, why not call it the MiMinISeq 100 🤣.