4D Historical Simulator

Table of content

Executive summary

Strategic focus and Plan:

Technology environments influence youth, in form of Internet, social media, or interactive games. Due to this Education technology, smart learning and interactive learning have evolved in a significant way by becoming experimental and involved in a high level of sensory encouragement. It has proven to increases individuals ability of problem-solving skills, elicit creativity, and develop leadership, collaboration, and other valuable interpersonal skills. Our business value is to make education memorable and enjoyable.

N&Es mission is to ease and encourage education, and our vision is to become a leading
innovator in the education technology industry in ten years.

Situation analysis:

SWOT Analysis: Strength: Company management is confident and committed to produce the 4D historical simulator, an innovative and unique product that will change the way of learning. Currently there is no such product in the market. Low production size, 4D historical simulator will be produced seasonally or on demeaned. Due to this we can focus on R&D, customer service and maintenance. We insure installation and delivery service. Once the customer buys and have the product installed he will need to sign a contract for after buy service by this we insure customer stability.

Weaknesses: 4D historical simulator is unique and new to the market we have no experience, and we are targeted to a specific market (museums and cultural centers), our potential market is small. Technology used has high manufacturing cost and high R & D cost. High man power cost (technicals, specialists, consultants, etc )

Opportunities: 4D historical simulator is unique and new to the market, number of competitors is too low. Has a potential market overseas. Youth interest to experience new things is a wide opportunity to take advantage of. Advantage of education sectors compotation to adapt new education technologies. According to recent research 3D technology is evolving, this may open other opportunities in other industries.

Threats: Development in 3D technology may change or shift beyond our ability to adapt. Market demand will be seasonal, most museums currently that have cinema features dont change their content periodically. 4D historical simulator is unique due to its main feature simulating and playing actual characters in history this may be negatively publicist. People experience and acceptance, 4D historical simulator is unique in the market people unfamiliarity may cause low demand.

Industry analysis: Currently education technology and smart education tools are evolving, due to the influence of digital environment on youth, in form of Internet, social media, or interactive games. By this learning have become experimental and involves high level of sensory encouragement. According to Forbes top trends in the industry for 2012 are: Moving to the cloud and collaboration environment: where students can work together regardless of physical location. Cross-platform integration and vendor collaboration: through digital medium vendor help ease learning for both students and teachers, and by data integration for more content sharing ability. The explosion of all things mobile: gives students the ability to learn any time and anywhere. Adaptive learning: it is an educational method that uses computers as interactive teaching devices. Gamification: game-based learning and simulation.

Education technology has a large market size domestically and overseas according to market research .com recent report on smart education and learning market for North America, EMEA, Asia-Pacific, and ROW regions. It was worth $73.8 billion in 2011 and is expected to grow to about $220.0 billion by 2017. Education technology and smart education tools or products in the domestic market are standard; digital presentation tools, white boards, and E-learning (distance learning) at schools and universities and standard 2D & 3D films in museums and cultural centers. This will decrease the number of our competitors in the local market as we are going to elaborate in the upcoming Competitive analysis section.

Competitors Analyses
Competitors: The museums have been using and for a long time a regular technology for displaying historical videos. Those products are limited to: 1- 3D Films 2- 2D Films Competitor Product Summary: 3D Film: is a motion picture that enhances the illusion of depth perception. Derived from stereoscopic photography, a regular motion picture camera system is used to record the images

as seen from two perspectives (or computer-generated imagery generates the two perspectives in post-production), and special projection hardware and/or eyewear are used to provide the illusion of depth when viewing the film1. 2D Film: is making objects move in a two dimensional space. Those products are installed in museums in special rooms. Considering the vast changes in the technology they are considered traditional and outdated.

Strength and Weakness Strengths: 1. 2D & 3D films are easily accessible to users. 2. 3D cinema gives the user an experience of lifetime which adds depth to the displayed videos 3. It is better than regular 2D cinemas when it comes to picture and sound quality. 4. Ease of Installation: Other than ceiling mount projectors that need an expert for installation, a normal projector is easy to setup and can be done without much effort. 5. Visual learning instead of textbooks Weakness: 1. The biggest disadvantage of 3D cinema is that they require use of glasses to see the 3D content and therefore one cannot watch for long hours wearing those glasses. 2. Since this is the new technology the prices are sky high 3. Not all the content is created as 3D content and therefore 3D cinemas can be used to watch only some movies which are in 3D, therefore limiting the use of 3D cinema2. 4. Does not have an interactive feature 5. Does not have a localize content that have the historical and cultural stories 6. Costly Maintenance: The maintenance cost of home theatre projectors is often on the higher side. The lamp of a projector needs to be replaced occasionally, depending on your usage and the projector mode As we are about to launch a new technology we will aim to stay competitive by benefiting from the following from our competitors: 1. At the beginning the product will focus on specific topics that are demanded currently by the market 2. Develop the technology without the drawback of using glasses

Customer Analysis
Saudi Arabia has 132 museums, of which 85 individual museums, and 20 archaeological museums, by 15.2 percent. In addition, there are 85 private museums that is 64.4 percent. There are also 4 Educational Museums, 3 percent, and 4 military Museums, 3 percent, and with respect to specialized museums there are 7 museums, 5.3 percent.

Those categories of the museums all have the need equipment for videos and educational items. Aiming to present the 3D technology and engaging individuals in the actual experience will create a more valued, joyful and memorable knowledge.

As an initial plan presentations and live experience will be presented to the authorities in the museums to compete with 2d and 3D providers.

Market Product Focus

Product Focus
Product Objective
The main objective of the 4D History Simulator is to educate people about different historical events in a new, interactive and exciting approach. Using the 4D History Simulator, the experience of learning about history will be joyful and interesting. This product focuses on youth and people who are interested in learning more about new cultures. It will change the idea about history from boring to entertaining. This product will make museums and cultural centers more interesting place to visit, especially for school field trips. Moreover, it will encourage families to visit these places more than once. Our target is to be available in 60% of museums and cultural centers in the kingdom by end of third year of production. The growth plan for this product is to expand to Gulf Countries by the end of the second year of production. Another area of expansion is to explore possibilities of providing similar product to schools.

Target Market
Our target market is the museums and cultural centers. The reason why we are targeting the museums and cultural centers is the cost. This product is expected to be costly because of the hardware that will be used. In addition, it requires space area to install the 4D History Simulator. Museums and cultural centers will be willing to buy this product because it will increase the number of visitors and will increase their demand in the community. The visitor of the museums and cultural centers who will interested in such experience can be students, tourists or families.

Competitive Advantage
The main competitor for our product in our market is the 2D and 3D cinemas, which is used to show the documentary films. What set our product apart from its competitors is that the visitor well be part of the action through a fun collaborative educational method. Visitor will be able to take rolls in specific historical events. Since our product is new and provide different experience the visitor will be more interested in trying it rather than the traditional cinemas.

Positioning
Our product is one of its kind in the local market with high quality and best qualities like resolution, color, sound effects and 4D attributes. It is expected that the

customer for this product is looking for high quality product and good performance and they can pay the price for that.

Marketing Program
Marketing Program
Product Strategy
4D History Simulator is a product that will allow museums and other educational centers to simulate certain pieces of history in an interactive 4-Dimentional setting. The product consists of 3-D Screens, Projectors, surrounding sound systems, headphones (for audience), and other elements. The core of these components is the story and graphic work. Scenes of the story will be projected in the room and both the computer and visitors will play the characters. Visitors will be given instructions through their headphones. 4D History Simulator concentrates on building the artwork and scenes for the story and assembling the hardware to be 4-Dimentional. Hardware will be used out of the box. Research and work will be focused on the design. We guarantee our quality with full payment return if customer was not satisfied with the final production. Since the customer for this product are limited, it is not expected to have huge number of orders, which will allow the company to focus more on the customer service and satisfaction. The product will be designed based on order.

Prototype Placeholder

Price Strategy
In the meantime, we are the only company that provide such product in the market. Also, we are targeting currently museums which is a niche market. Therefore, the pricing objective is Product-Quality Leadership and the pricing method is Perceived Value. Pricing will be in a rental strategy, to reduce the price of the product, as the cost of equipment can be costly and may change based on the story. The hardware and software of this product will be provided to the client as a rental, where monthly or yearly fees are paid (minimum of 6 months). Our team will provide free setting and installation of the product. Customer can provide the story needed and we will design it to be installed. Story can be changed on customer request for a certain charge. We provide maintenance and support during the rental process. Upgrades are available for extra charge. Moreover, training will be provided to two staff members per year to learn how to operate the 4D History Simulator. In addition, cost may be impacted by certain elements of the story.

Promotion Strategy
To encourage customers to use our solution, we will offer 10% discount for the first 6-months. In addition, we will offer a free new story installation for renewing a second year contract.

Place (Distribution) Strategy

As this is a business-to-business product, distribution will be focused through sales men and exhibitions targeting local market in the beginning and to expand to international offering by the end of the second year of production.

Implementation Plan:
The following milestone identifies important deadlines and projected dates for (HS) implementation: Date(MMM/YY) Jan/13 Feb/13 May/13 July/13 Aug/13 Activity Kick off (resource allocation ,Planning) R&D Get the first prototype /start marketing Go live with actual product First customer instillation

Evaluation and control

measurements: Profit. Growing customer base Customer satisfaction Employee satisfaction Owner satisfaction

We will evaluate our success based on five

And we will control it by: calling our customers, visiting the site every now and then to establish good relationship, and for evaluation we will send an email questionnaire.

References
Forbes.com Market research .com http://www.marketresearch.com/MarketsandMarkets-v3719/Global-Smart-EducationLearning-Advanced-6979953/

List4everthing http://www.list4everything.com/3d-tv-advantages-and-disadvantages.html Wikipedia

Appendices: Market research .com report:

The report focuses on a wide array of products specifically used for different applications in the smart education scenario, depending on their features and performance.

Product type
Hardware Software

Examples
Interactive White Board, Simulation Based Learning hardware Learning Management Systems/ Learning Content Management Systems, Open Source software, Mobile education application

Services Educational Content

Portals, Lsp, Support Services (Online Tutoring & Professional Development) Digital Content, Test & Assessment Market, Digital Textbook