Series#23
“What to do with this new thing? What use, for whom and how to market?”

VIDEO: OPENING TALK (Part 1)

The first video is about 26 minutes. I welcome the participants and introduce myself. I also introduce “Livestreaming and accepting comments on Twitter with hashtag #DEX”, new features of “Davos..” series which just started, for those to watch the session and make comments and/or ask questions.
I explain the objective of the session; “HACK” the products which were simply “developed” for the fun of it. These two products were NOT developed following the traditional strategy process of Industry Structure Analysis or SWOT.
Yohei Kato explained THETA, 360 degree digital camera, with demonstrations. It was followed by Mr. U of FeelU who introduced RingU, which can enable you to communicate over the distance with touch. It is one of the attempts for multi-sensory products that go distance. The video interview of Adrian D. Cheok, my former colleague and great friend, explaining RingU was shown.
I wrapped up the Part I, by explaining what we want each breakout group to do. Four groups each were formed for THETA and RingU. Their task was to think of many ideas for use of the products, i.e. HACK and show them by performing a short skit.

VIDEO: PRESENTATION (Part 2)

Part II (some 26 minutes) consists of skits played by members of 8 groups. We started with THETA groups.
Group#1 came up with several uses such as “Travel” “Communication” and “Inspection”. Group #2 showed three stories for the use of THETA 1) surveillance 2) medical use and 3) entertainment. They played three scenes for each use. (Well-acted!)
Group #3 showed us the use of THETA for tracking Pets and also for Sports. The one for Sports enabled audience to have the view like the players by mounting THETA on player’s head.
Group #4 focused on B2B business, suggesting the use of THETA for hotels and restaurants so that they can show the “real, whole” view of the place. They also propose chandeliers with THETA so that you can watch your babies/children etc. from above with no activation of sensors needed.
The second half was by the groups working on RingU.
Group #1 proposed the use of RingU for patients with difficulty to express to communicate with hospital staff. Their suggestions cover training of baby and of pets, with love and affection which is conveyed by Ring, rather than strict devices.
Group #2 suggested two major ways 1) going for depth for certain groups of people such as elderly and/or handicapped as simple easy communication device. 2) Going for mass in the context of entertainment and politics (such as voting.)
Group #3 suggested the key copy “Far, but Near” for RingU, connecting people physically far apart such as parents/grandparents and sons/daughters.
Group #4 depicted the “Singles” scene and showed how RingU can help shy people to show their interest in people they meet at Singles Party.
As you can see, there were lot of laughs and excitement. Some groups did well, acting the scene. I thought it was a great experiment. Enjoy!

VIDEO: BEFORE SESSION

I interviewed two people before the session, to find out how they found this series (for the first timer) and what they expect from the session. For the second person, my interview is both in Japanese and in English.

VIDEO: AFTER SESSION

While the participants were enjoying drinks and food during the networking session afterwards, I interviewed two people about their experiences at the session. Audio could have been better, but you can get the feel for the session. Again, one of them is done both in Japanese and in English.

Session #23 Davos Experience in Tokyo Series February 20th, 2015
“What to do with this new thing? What use, for whom and how to market?”

Session #23 of Davos Experience in Tokyo series will provide the opportunity for you to wear a designer/marketer hat and think of new (crazy) ideas for the products with high technological content.

RingU developed by Adrian Cheok at Mixed Reality Lab. (His interview at here(http://mixedrealitylab.org/one-ring-to-hug-them-all-ringu-gives-your-partner-a-squeeze-over-the-net/) and their demo. in South Korea this past year.(http://mixedrealitylab.org/sparklabs-demo-day-in-korea-launch-of-ringu-version-1-0/ )

This product is developed for the sake of interesting technology. In other words, product is developed without much “marketing strategy” in mind.  The concept of the latter was to “design product mixing physical touch and internet.” This is a typical “technology-driven” product.
We often learn that for new business we need to identify customer needs/problems and design the products to meet their needs/solve the problems. We need to clarify unique value proposition, target segment and develop marketing strategy to reach the segment by offering the products at competitive price. You can check one of the courses at Coursera on “Developing Innovative ideas for New companies” . (https://class.coursera.org/innovativeideas-021) (this is the one I am now taking.)
The product we will have do not fit this category. There exist the product which function well, but we do not know who needs them, what needs the product can meet, and how they should be marketed.

We ask you to think creatively about what to do with these products in our session. What needs will they meet? What problems will they solve? Who will be our target segment? How should we make them available and at what price? (We will not discuss production issues. Assume that production is in order.)

We want out-of-box thinking and want many crazy (innovative) ideas. You will develop a marketing strategy for the product in small breakout groups. We expect each group to present their marketing plan. If you want to try developing a marketing plan for the real products, (but no risk to you), join us on Friday, Friday 20. Be sure to register at our website.
※ This is from ideas we got from our past participants and friends, and NOT from the company or institution.

DEX live streaming is here…

「ダボスの経験を東京で」シリーズ
第23回 「こんなものができました。誰にどんな価値が?」

2月20日の「ダボスの経験を東京で」シリーズ第23回では、皆さんにデザイナー/マーケターになり、製品をどうやって世の中に広めていくか、をクリエイティブに考えていただきます。

Mixed Reality Lab(元慶応メディア・デザイン、現在はロンドン在住の) Adrian Cheok教授のラボで開発されたRingUという製品です。 (インタビューはこちら)(http://mixedrealitylab.org/one-ring-to-hug-them-all-ringu-gives-your-partner-a-squeeze-over-the-net/) 昨年は韓国でデモンストレーションが行われました。(http://mixedrealitylab.org/sparklabs-demo-day-in-korea-launch-of-ringu-version-1-0/

通常、新しいビジネスを考える場合、次のようなステップで考えると教えられます。「市場にはどんなニーズがあるか」「どんな問題が社会にはあるか」「それをどんな製品やサービスで解決するか」「自社の提供するユニークな価値の提案、ターゲット・セグメント、どんな形でまた価格で提供するか」などです。たとえば、私が最近履修しているCoursera の“Developing Innovative ideas for New companies”「起業に必要なイノベーティブなアイディアを」)( https://class.coursera.org/innovativeideas-021 ) ではこのようなステップが紹介されています。

この製品はこうしたステップで開発されたものではありません。ちゃんと機能する製品はできた。しかし、誰が必要としているのか、この製品でこたえられるマーケットニーズは何か、どのようにマーケティングしていくか、ははっきりしていないのです。(今回生産については、十分な生産能力がある、という前提で進めますので、生産について考える必要はありません)

そこで、2月20日の「ダボスの経験を東京で」では、皆さんにこれまでのプランや用途を超えて、自由にクリエイティブにこの製品を市場に提供するアプローチを考えていただきたいのです。小さなグループに分かれてマーケティング戦略を立案していただき、それを全体に発表していただきます。

実際に存在する製品の斬新なマーケティング戦略を考えてみたい(それもリスクなしで)という方はぜひ、ウェブサイトから登録し、ご参加ください。お待ちしています。
※両製品は参加者や石倉先生の友人のアイディアにより取り上げることになりました。企業・組織とは関係ありません

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