Market potential analysis of value propositions related to projector-sensor technology in hospitality environment
1University of Oulu, Oulu Business School, Department of Marketing, Marketing
|Online Access:||PDF Full Text (PDF, 1.5 MB)|
|Persistent link:|| http://urn.fi/URN:NBN:fi:oulu-201406101731
|Publish Date:|| 2014-06-17
|Thesis type:||Master's thesis
The research task of this Master’s Thesis is to define and analyze potential markets related of projector-sensor technology in hospitality industry and to define service concepts and business ecosystems related to projector-sensor technology.
From an academic point of view this study aims to participate in discussion around the concepts of customer value and business ecosystem. This is done by analyzing market potential of a value proposition through business biosphere -framework. The key element of business biosphere -framework is a business ecosystem developed around a customer value in dynamic business environment. It is influenced by economic, technological and social changes of business environment.
From managerial point of view the aim is to demonstrate an example of market potential analysis of value propositions under development. Expected results of the study are to spot growing needs in the hospitality industry and to assess value propositions related to the technology for their market potential. From this setting it is expected to point possibilities for business opportunities and suggestions for the further development of the dynamic lighting technology from demand point-of-view.
The study was conducted as an exploratory research with inductive orientation, demonstrating qualitative research methods capturing market intuition. The methods used for the market potential analysis were visionary industry expert interviews, trends and future scenarios. The analysis of the data was done through categorizing the data first to benefits noted based on needs of the industry and concerns related to challenges of projector-sensor technology, followed by theming the data under three themes: economic view, social view and technological view. Finally, the data was compared to an industry review.
According to the results of the empiric research, the most appreciated benefits of projector-sensor technology in hospitality environment are: enhancing customer experience by creating atmospheres, automating certain parts of service process through internal information transfer and enabling flexible service through easy update and control of customer information. The concerns related to challenges could be grouped under keywords of: lack of personal touch during service, customer experience issues such as ease of use and relevant content, connectivity to other systems, and functionality issues such as total price in use including installation and maintenance. The results of the study reveal that several participant companies need to be involved in creating value propositions actually valuable for the industry. Such are: user experience expert, strategic marketing expert, graphic designer, software provider, hardware provider, installation specialist, entertainment provider, translator, customer service and technological support. Equally important is the co-operation with existing reservation system provider, cashier system provider and membership system provider.
The main conclusions of the research were that: business biosphere appears to be applicable framework to analyzing potential markets, there can be seen market potential for the projector-sensor technology in hospitality environment and when developing value propositions further, the economic, technological and social views should all be considered. The individual notions of the interviews conducted within this research also seemed to follow the major trends of the industry, suggesting, that the framework would be applicable also in other time or place.
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