1.

0 Executive Summary

This proposal is conducted to show the dimensions of the proposed product SONY REV 3DTV. It will be manufactured by SONY Corporation which is already producing 3DTVs. However, there were problems such as the inconvenient 3DGlasses, expensive price, unclear images and the need for buying additional parts like external Wi-Fi conductors. SONY REV will overcome the mentioned problems because it is a glasses-free 3DTV with additional features, such as a Built-In Wi-Fi, Bluetooth Connectivity, Internet Applications, a presence sensor and it will use the latest technologies like the BBE VIVA sound fine-tune which provides a strong sound. Idea generation using Mind Mapping, Attribute Listing, SCAMPER and Lotus Blossom has led to the idea of SONY REV. The targeted market has been divided into main target; the professional markets and secondary target; the end customers who are adults mainly men, then women, with a high income to afford its price; 46inches for 2900$ and 52Inches for 3999$. The size of the target market is very small due to the price and the new idea of 3DTVs, thats why the competition between SONY and its competitors; Panasonic and Samsung is very strong. A survey was conducted asking two lecturers about their opinion, which was used in the Force Field Analysis. The first lecturer was Mr. Halmi Yusoff, who suggested that the price must be decreased to enlarge the size of the target market. The second lecturer was Mrs. Sathiapriya who had the same opinion as Mr. Halmi and added that the technology used must be developed. Idea evaluation using Force Field and Sticking Dots Analysis showed that SONY has a great opportunity in retaining a competitive advantage against its competitors by manufacturing SONY REV within the coming 5 years.

2.0

Table of Content

1.0 2.0 3.0 4.0 5.0 5.1 5.2 5.3 5.4 5.5 5.6 5.7 6.0 6.1 6.2

Executive Summary .......................................................................................................................... 1 Table of Content ............................................................................................................................... 2 Introduction ....................................................................................................................................... 4 Objective Statement .......................................................................................................................... 5 Competitor Analysis ......................................................................................................................... 6 Opening ......................................................................................................................................... 6 Overview of Competitors .............................................................................................................. 7 Target Market................................................................................................................................ 8 Uniqueness .................................................................................................................................... 8 Limitation...................................................................................................................................... 8 Technology ................................................................................................................................... 8 Conclusion .................................................................................................................................... 9 Lateral Thinking Technique ............................................................................................................ 10 Opening ....................................................................................................................................... 10 Illustration ................................................................................................................................... 11

.................................................................................................................................................................... 11 6.3 7.0 8.0 8.1 Conclusion .................................................................................................................................. 12 Problem Statement .......................................................................................................................... 13 Idea Generation ............................................................................................................................... 14 Mind Mapping ............................................................................................................................ 14 Opening ............................................................................................................................... 14 Illustration ........................................................................................................................... 14 Outcome .............................................................................................................................. 15 Evaluation ........................................................................................................................... 15

8.1.1 8.1.2 8.1.3 8.1.4 8.2

Attribute History Listing ............................................................................................................. 16 Opening ............................................................................................................................... 16 Illustration ........................................................................................................................... 16 Outcome .............................................................................................................................. 16 Evaluation ........................................................................................................................... 17

8.2.1 8.2.2 8.2.3 8.2.4 8.3

SCAMPER .................................................................................................................................. 18

8.3.1 8.3.2 8.3.3 8.3.4 8.4

Opening ............................................................................................................................... 18 Illustration ........................................................................................................................... 18 Outcome .............................................................................................................................. 18 Evaluation ........................................................................................................................... 18

Lotus Blossom ............................................................................................................................ 19 Opening ............................................................................................................................... 19 Illustration ........................................................................................................................... 20 Outcome .............................................................................................................................. 20 Evaluation ........................................................................................................................... 21

8.4.1 8.4.2 8.4.3 8.4.4 9.0 10.0 10.1 10.2 10.3 10.4 10.5 10.6 10.7

Idea Summary ................................................................................................................................. 22 Product Concept Description .......................................................................................................... 24 Visual .......................................................................................................................................... 24 Opening ....................................................................................................................................... 26 Design ......................................................................................................................................... 26 Functions ..................................................................................................................................... 27 Features ....................................................................................................................................... 28 Technologies ............................................................................................................................... 30 Price ............................................................................................................................................ 30

UN46C8000 ................................................................................................................................................ 30 10.8 11.0 11.1 Analysis on how Different and Innovative the Product is .......................................................... 31 Market Identification....................................................................................................................... 32 The Main Target ......................................................................................................................... 32 Location .............................................................................................................................. 32 Company Type .................................................................................................................... 32 Behavioral Characteristics .................................................................................................. 33

11.1.1 11.1.2 11.1.3 11.2

Secondary Target is: ................................................................................................................... 33 The End Customers ............................................................................................................. 33

11.2.1 11.3 12.0 12.1

Evaluation ................................................................................................................................... 35 Idea Evaluation ............................................................................................................................... 36 Force Field Analysis (FFA) ........................................................................................................ 36 Opening ............................................................................................................................... 36 Illustration before Evaluation.............................................................................................. 36 Outcome .............................................................................................................................. 36

12.1.1 12.1.2 12.1.3

12.1.4 12.1.5 12.1.6 12.1.7 12.2

Suggestions for Improvement ............................................................................................. 37 Illustration after Evaluation ................................................................................................ 38 Outcome .............................................................................................................................. 38 Conclusion .......................................................................................................................... 38

Sticking Dots Analysis ................................................................................................................ 39 Opening ............................................................................................................................... 39

12.2.1

UN46C8000 ................................................................................................................................................ 40 Analysis............................................................................................................................................... 40 Conclusion .......................................................................................................................................... 41 DICE ........................................................................................................................................................... 42 Opening ................................................................................................................................................... 42 Deep ........................................................................................................................................................ 43 Intelligent ................................................................................................................................................ 43 Complete ................................................................................................................................................. 43 Elegant .................................................................................................................................................... 43 Evaluation ............................................................................................................................................... 43 Conclusion .................................................................................................................................................. 45 References ................................................................................................................................................... 45 Appendix ..................................................................................................................................................... 48 Company Profile ..................................................................................... Error! Bookmark not defined. 3DTV History ......................................................................................................................................... 49 Competitors Overview ........................................................................................................................... 50

3.0 Introduction

SONY Corporation is manufacturing 3DTVs. However, it faced problems such as the inconvenient 3DGlasses, expensive price, unclear images and the need for buying additional

parts, e.g. external Wi-Fi conductors. SONY REV was proposed to solve these problems by being a glasses-free 3DTV with a Built-In Wi-Fi, Bluetooth Connectivity, a presence sensor, and it uses the latest technologies. The name REV is an acronym for Revolutionist, Elegant and Various. SONY REV will be evaluated to show its pros and cons, and the targeted market will be identified to predict how the sales of this product will be within the coming five years.

4.0 Objective Statement

The objective is to produce a glasses-free 3DTV, where customers can watch without the inconvenient glasses; in addition, it has a Built-In Wi-Fi and Bluetooth Connectivity.

5.0 Competitor Analysis

5.1 Opening
Competitor Analysis identifies weaknesses and strengths of competitors and uses the collected information to improve the product. )Business Dictionary n.d.) SONYs main competitors in the field or producing 3DTVs are Panasonic and Samsung.

5.2 Overview of Competitors

Sony 3DTV Criteria XBR-46HX909

Panasonic 3DTV TC-P50VT25

Samsung 3DTV UN55D8000

Logo

Design 1. Target Market a. Market Type Mainly Market Customers Secondary Target Professional Mainly then End Market as Customers Secondary Target Professional Mainly then End Market as Customers Secondary Target Professional then End as

b. Age

25 45 Males Middle-Upper Upper Class

Over 25 Males

Early 20s and late 30s Males Middle and

c. Gender d. Class

and Income over 50,000$ Upper, per year Early Adopters Urban Areas Brighter Image Poor Design

Working Class Early Adopters Very Developed Cities Price PoorDesign Compared SONY High Quality SG Technology FPR to

e. Adopter Type f. Location

Early Adopters Modern Cities Sony 3D Games No Wi-Fi Expensive Price Quadruple Speed Driver Built-In

2. Uniqueness

Compared to SONY Expensive Price Latest NeoPDP

3. Limitation

4. Technology

Cutting-Edge Technology LED Boost

panel Cross-talk reduction

Technology

Technology

5.3 Target Market

SONYs and Panasonics 3DTV is only affordable by the middle-upper and the upper class of the society with an annual income over 50,000$. However, Samsung is trying to reduce the cost to include the working and middle class. Furthermore, the three corporations are focusing on the developed cities, and on the professional markets then on the end customers.

5.4 Uniqueness
Sony has the advantage of having 3DGames Content Feature. On the other hand, Panasonic uses NeoPlasma display that solves the problem of dark screens. Moreover, Samsung has offered Samsung PN50C490 at a price below 1000$ which is reasonable compared to its competitors, Sony XBR-46HX909 ($3,499) and Panasonic TC-P50VT25 ($2,599) (Nextag n.d.).

5.5 Limitation
SONY 3DTV doesnt have Built-In Wi-Fi, so additional requirements such as external Wi-Fi conductors are needed, this creates an additional cost to the expensive price that starts from 3000$. The price of Panasonic 3DTV is expensive, starting from 2900$ up to 7000$. The design of Panasonic and Samsung 3DTV is heavier and full of metal compared to SONYs design. Samsung has a picture quality problem.

5.6 Technology
SONY is using a Quadruple Speed Driver, high frame rate LCDs and LED Boost Technology to produce a full HD3D quality video and to deliver brilliant 3D picture, and Cutting-Edge Technology for clearer images. Panasonic uses NeoPDP Panel and Cross-Talk Reduction to

ensure high quality images. Samsung is using Shuttle Glass and Film Patterned Reader Technology to produce very high quality images.

5.7 Conclusion
The 3D technology is new and only a small part of the market will adopt it, thats why the three mentioned companies have almost the same target market and are almost using the same technology. However, there are some differences in the design and the performance.

6.0Lateral Thinking Technique

6.1 Opening
Lateral thinking was invented by Edward De Bono in 1967 (Edward De Bonos Web n.d.). It involves approaching the problem from new directions that would normally be ignored by logical thinking.

6.2 Illustration

3DTV

LCD

LED

Plasma

Black

Silver

Gray

Incompatible Glasses

Compatible Glasses

Glasses-Free

Watching Only

Multifunctional (Watching + Internet)

Internet Usage

SONY REV 3DTV

6.3 Conclusion
Lateral thinking is a very useful technique when a person is faced with the fast changing trends, fierce competition, and the need to make miracles despite the tight budgets (Edward De Bono's
Web n.d.).

However, having many ideas makes it difficult to identify the best one. ( Inspired

Magazine 2010)

7.0Problem Statement
SONY needs to produce a glasses-free 3DTV for the convenient of its customers; who dont like the uncomfortable 3Dglasses, accompanied with spectacular features such as a Built-In Wi-Fi and Bluetooth Connectivity to retain competitive in the market.

8.0Idea Generation
Idea generation is the first step of the development of a new product. It includes constructing the idea, innovating the concept, developing the process, and bringing the concept to reality (Mimi.Hu n.d.).

8.1 Mind Mapping

8.1.1 Opening

Mind Mapping was invented by Tony Buzan in 1970 (ref: Journal of Instructional Pedagogies). It is based on a central idea written in the center and the related ideas will be added as branches, then the branches will be organized into words to generate many new ideas.
8.1.2 Illustration

8.1.3

Outcome

a. Outcome#1: Plasma2D + 46in. + Finger Speakers + 3-4ft. + Wi-Fi Ready + Intelligent Peak + Silver b. Outcome#2: LCD2D + 52in. and above + Premium Audio + 5-8ft. + Wi-Fi Ready + Dynamic Edge + Gray c. Outcome#3: LCD3D + 46in. + BBE VIVA + 3-4ft. + USB Ports + Full HD3D 1080p + Brown d. Outcome#4: LCD3D + 52in. and above + V-Dolby Surround + 10-15ft. + Full HD3D 1080p + Silver e. Outcome#5: LED + 32 37in. + Premium Audio + 3-4ft. + USB Ports + Dynamic Edge + Golden f. Outcome#6: Plasma3D + 46in. + BBE VIVA + 3-4ft. + Built-In Wi-Fi + Full HD3D 1080p + Black
8.1.4 Evaluation

Outcome#6: Plasma3D + 46in. + BBE VIVA + Built-In Wi-Fi + Full HD3D 1080p + Black is the best outcome. It combines Plasma 3DTV that produces the best picture quality in a screen size 46inches. Using BBE VIVA speakers to get a 3D feel accompanied with a Full HD3D 1080p resolution for excellent color accuracy, and the black color to give a classy look. The generation of this idea using mind mapping was easy since it is based on writing what the brain says. However, the use of keywords makes the mind mapping not ideal for communicating ideas.

8.2 Attribute History Listing

8.2.1 Opening

Attribute Listing is a technique from the early 1930s (My Coted 2006). It helps looking at the new possibilities of an existing product by breaking it down into its attributes, listing individual elements of them, and combining the selected elements to introduce a new form of the existing product.
8.2.2 Illustration

TV Type

Screen Size

Speakers Type to Ordinary Speakers Premium Audio

Viewing Distance 3 4ft. 5 8ft. 9 10ft. 15 20ft.

Special Features

Picture Quality

Color

LCD 2D

Up 26in.

USB Ports

HD3D Integrated

Black

LCD 3D

32 37in.

3D Ready

Full 1080p

HD3D Golden

LED

40in.

Finger Speakers

Internet Apps/Widgets Built-In Wi-Fi

Edge LED

Gray

Plasma 2D Plasma 3D

46in.

V-Dolby Surround

Dynamic Edge

Brown

52in.

BBE VIVA

More than 20ft.

Wi-Fi Ready

Intelligent Peak

Silver

8.2.3

Outcome

a. Outcome#1: LCD 2D + up to 26in. + ordinary speakers + 3-4ft. + USB ports + Intelligent Peak + Black b. Outcome#2: LCD 2D + up to 26in. + Fingers Speakers + 5-8ft. + Wi-Fi Ready + Dynamic Edge + Gray c. Outcome#3: Plasma 3D + 52in. + BBE VIVA + 3-4ft. + 3D Ready + Full HD3D 1080p + Black

d. Outcome#4: LCD 3D + 52in. + V-Dolby Surround + 5-8ft. + Full HD3D 1080p + Silver e. Outcome#5: LED + 32 37in. + Premium Audio + 3-4ft. + Built-In Wi-Fi + Dynamic Edge + Golden f. Outcome#6: Plasma2D + 46in. + Premium Audio + USB Ports + Dynamic Edge + Brown
8.2.4 Evaluation

Outcome#3: Plasma3D + 52in. + BBE VIVA + 3-4ft. + 3D Ready + Full HD3D 1080p + Black is the best outcome, because it combines Plasma 3DTV with a Full HD3D 1080p resolution that will guarantee the best picture quality from a close distance 3-4ft. without having a blurred image. Besides that, the screen size 52 inches is suitable for a big hall with the black color that gives the classy look. It also has BBE VIVA Speakers that provide the 3D feel environment supported by a 3D Ready feature for a better 3D entertainment. The idea generated by Attribute Listing can be implemented easily because it is based on the characteristics of existing products. However, it is better to be used for developing an existing product not a new one since its based on existed characteristics combined in a new way.

8.3 SCAMPER
8.3.1 Opening

SCAMPER technique was developed by Bob Eberle in the early 70s (Litemind 2007). It is a checklist that can brainstorm ideas; think of making changes to an existing product, or create a new one by answering certain questions that cannot be posed by analyzing the product itself.

8.3.2

Illustration

Its an acronym of seven letters: S C A M P E R Substitute with something better Combine to create a better thing Adapt another solution Modify existing solution to make it better Put to another Use Eliminate or minify something to make a better thing Reverse or rearrange an existing concept

8.3.3

Outcome

S C A M P E R

Substitute premium audio with BBE VIVA Combine HD3D Integrated with HD1080p Resolution Adapt the 3D technology with the plasma screens Modify the matt black color to a shiny black Put to another Use from a 3DTV to surf the internet and chat Eliminate the viewing distance from 5-8ft. to 3-4ft. Reverse the USB port location with the Cables location

8.3.4

Evaluation

Substitute premium audio with BBE VIVA to get a strong sound. Combine HD3D Integrated with HD1080p Resolution to get high picture quality and resolution. Adapt the 3D technology

with the plasma screens to provide high refresh rates that guarantees clear videos. Modify the matt black to a shiny black for an attractive design. Put to another Use through surfing the internet while waiting for a TV show to start. Eliminate the viewing distance for more comfort, and Reverse the USB port location with the cables location at the back of the TV by placing them in many locations to solve the problem of short cables. SCAMPER is used to spark the creativity of people and helps them to reuse existing ideas. However, its not easy like mind mapping.

8.4 Lotus Blossom 8.4.1 Opening

Lotus Blossom was developed by Yasuo Matsumura, the president of The Clover Management Research, in Japan (Diegm 2010). It is based on the use of analytical capacities and helps to generate a large number of ideas. Then one of those ideas will be chosen as the best solution.

8.4.2

Illustration

USA

Brazil Targeted Countrie s Japan

Australia

3-4 ft.

5-6 ft.

7-8 ft.

DLNA Certified SD Ready Internet Apps Bed Room

USB Ports Special Features Internet Widgets Meeting Hall

Wireless LAN Built-In WI-FI WI-FI Ready

United Kingdom

China

More

Viewing

than 20ft. Distance

9-10 ft.

Canada

Malaysia

15-20 ft. Targeted

14-15 ft.

10-13 ft.

under 15

Over 70

60-70

Countrie s

Viewing Distance SONY BRAVIA TV TV Type LCD EDTV TV Type Plasma 2D

Special Features

Kitchen

15-20

Screen Size

50-60

Screen Size

Room Type

Children Room s Room Large Hall Surround Type Living Room Ordinary Type Speakers Virtual Surround

Commer cial Space Stadium Premium Audio Finger Speakers V-Dolby Surround

20-30

30-40 Navy Blue Colors

40-50

Colors

Speakers LCD HDTV LCD/LE D Plasma 3D

Black

Green

LCD 2D

White

Red

LCD 3D

Stereo BBE VIVA

Silver

Golden

Gray

LED

8.4.3

Outcome

a. Outcome#1: 20-30 + White + Plasma2D + Stereo + Bed Room + WI-FI Ready + 3-4ft. + Australia b. Outcome#2: 40-50 + Black + Plasma3D + BBE VIVA + Living Room + Built-In Wi-Fi + 5-6ft. + USA c. Outcome#3:

Under 15 +Red + LCD2D + Surround + Childrens Room + USB Ports + 3-4ft. + Malaysia d. Outcome#4: Over 70 + Black + Plasma2D + Virtual Surround + Stadium + Internet Widgets + more than 20ft. + USA e. Outcome#5: 60-70 + Silver + LCD 2D + V-DOLBY Surround + Large Hall + Built-In Wi-Fi + 7-8ft. + Canada f. Outcome#6: 30-40 + White + Plasma2D + Finger Speakers + Living Room + Internet Apps + 5-6ft. + Australia
8.4.4 Evaluation

The best outcome is: Outcome#2: 40-50 + Black + Plasma3D + BBE VIVA + Living Room + Built-In WI-FI + 5-6ft + USA Having a screen size 40 to 50 inches at a viewing distance of 5-6 feet in the living room where the whole family can enjoy watching the Plasma3D TV is definitely the best choice. The black color suits any type of decoration. This TV has a Built-In Wi-Fi where the internet can be used while enjoying the clear sound produced by BBE VIVA Speakers. These features can be used well in a modern country like the USA. The Lotus Blossom is easy and similar to mind mapping but it is more structured. However, having a huge number of ideas makes it difficult to choose the most successful solution. (The Happy Self 2009)

9.0Idea Summary

Mind Mapping

Outcome: Plasma 3D + 46 in + BBE VIVA + Built-In Wi-Fi + Full HD3D 1080p + Black Advantage: Mind Mapping is easy and pleasant to use since the generated idea can be understood and remembered. Its also a very powerful tool for brainstorming and creative thinking. Disadvantage: The use of keywords makes mind mapping not the ideal technique for communicating ideas.

Attribute Listing

Outcome: Plasma 3D + 52 in + BBE VIVA + 3-4 ft + 3D Ready + Full HD3D 1080p + Black Advantage: Attribute listing is designed to improve an existing product and generate many improvement possibilities. Disadvantage: this technique offers no advice about the

combinatorial explosion (the most successful idea) that occurs as the number of attributes and alternatives increases. SCAMPER Outcome: Substitute premium audio with BBE VIVA Combine HD3D Integrated with HD1080p Resolution Adapt the 3D technology with the plasma screens Modify the matt black color to a shiny black Put to another Use this TV can be used to surf the internet Eliminate the viewing distance from 5-8ft to 3-4ft Reverse the USB port location at the back of the TV to make it useful for short cables Advantage: The SCAMPER technique is a systematic approach to overcome the idea development obstacle, allowing new ideas to be generated and an improved product to ( eHow 1999) come to fruition.

Disadvantage: SCAMPER method requires accuracy and knowledge background of the right environment which makes it more difficult than mind mapping when the person writes keywords that come directly from his/her brain. Lotus Blossom Outcome: 40-50 + Black + Plasma 3D + BBE VIVA + Living Room + Built-In WI-FI + 5-6ft + USA Advantage: Lotus Blossom offers new opportunities by merging many characteristics together where some of them are merged for the first time. (Titan 2011) Disadvantage: this technique generates a huge number of new ideas and this can be misleading and time consuming for the person to test and evaluate each generated idea.

10.0 Product Concept Description

10.1 Visual

10.2

Opening

SONY REV 3DTV will deliver 3D images to the viewers without the need for wearing the inconvenient glasses. It also has Built-In Wi-Fi and Bluetooth Connectivity where customers can connect their phone or laptop to SONY REV easily. Its not just a TV, its a TV with many spectacular features and functions as it will be shown below.

10.3

Design

SONY REV has a Plasma flat screen that comes in two sizes; 46 and 52 inches; its weight is about 20 kg and 24 kg accordingly. It is one inch think and its monolithic design makes all the details go smoothly together where the glass of the front panel extends to the edge of the screen to meet the black metal edge. It comes in a shiny black color and a rectangular shape. The logo of SONY, the power button and the light sensor will be placed at the bottom. The speakers, USB ports, and the Wi-Fi and Bluetooth button will be at the back and it has a heavy thick table stand. It comes with a remote control that is labeled with obvious tags.

10.4

Functions

SONY REV has the main functions as a TV; however, it will deliver the images and videos in 3D without the need for 3DGlasses. Moreover, it has many additional functions:

Feature BBE VIVA speakers

Function They are capable of giving the 3D feel surrounding sound environment and provide a strong and clear voice.

A Presence Sensor

It adjusts the screen based on the room brightness with one click, and its a good way for saving power.

Built-In Wi-Fi

Customers can connect to the internet while

waiting for their favorite show, and the internet speed is faster than the previous versions. Bluetooth Connectivity It enables customers to connect their mobile phone or laptop to SONY REV to enjoy their favorite music and videos in a 3D feel 2D Conversion Its capable of transforming the 2D contents into instant 3D contents. USB Ports Allow people to connect their Blue Ray Disc, gaming console, phone and any other USB cabling device simultaneously. SONY REV table stand It can be slightly adjusted at a 30 degree where a person can adjust the screen position. Remote Control The remote control of this TV acts as a TV controller, a mouse and a keyboard, and its easily labeled.

10.5

Features

Category Screen Type Measurements

Description Flat Panel Plasma Screen. One inch thick, and the front panel is one inch thick and 2.8 inches deep.

Glasses Type Speakers Type Screen Resolution

Glasses Free 3DTV BBE VIVA Speakers. 1080 p screen resolution to get the best picture quality without having the problem of pixilation and blackness in the videos on the

TV screen. Refresh Rates Almost High Instantaneous Pixel refresh rates with Plasma Screens up to 480 Hz which results in a lack of ghosting and blurring in fast motion videos. Picture Quality Brilliant Full HD3D (1080p) picture quality with Edge LED backlight. Excellent black levels, contrast ratio up to 16.9 aspect ratio and high color accuracy.

Energy Saving

Energy saving Presence Sensor minimize power consumption

Screen sizes and weight Viewing Distance Viewing Angle

46-inch around 20 kg, 52-inch around 24 kg. The closest is 38 inches = 3.1 feet. Plasma 3D TVs can exhibit viewing angles over 180 degrees (i.e. +/- 90 degrees) off-center on either side of the TV. Built-in Wi-Fi ready instead of the separate Wi-Fi. Bluetooth Skype ready in 1080p high definition BRAVIA Internet Video. 3 USB ports for photo, music and video playback, connecting PS3 or the Blue-Ray Disc. Internet browser and applications Google and YouTube makes it more fun to use. 3D Gaming feature through PS3 The remote control acts as a remote control, a keyboard and a mouse.

Additional Features

The features of SONY REV 3DTV are very spectacular. It can be realized that only very high technology and the best hardware have been used to manufacture this product. These features

will guarantee the best quality of picture, the best sound, a very fast internet connection and very satisfied customers.

10.6

Technologies

The Plasma Flat Panel technology (PFP) is used for better color fidelity, faster pixel refresh rates, improved black levels, and to provide a wide viewing angle that is almost a full 180. In addition, Motion Flow PRO technology is used to deal with fast-motion videos, and Full HD3D (1080p) picture quality with CCFL backlight is used to guarantee the best picture quality. The Multi-parallax technology is used to produce the Glasses-Free 3DTV. Finally, BBE VIVA finetunes TV sound quality is used to give a strong 3D feel.

10.7

Price

Screen Size

SONY REV Price

Panasonic
TC-P50VT25

Samsung
UN46C8000

Price 2600$ +

Price 600$ 2099$ + 500$

46 inches

2900$

Additional Requirements 3700$ +

Additional Requirements 600$ 3599$ + 500$

52 inches

3999$

Additional Requirements

Additional Requirements

The price of SONY REV is expensive compared to the other competitors; Samsung and Panasonic. However, SONY REV has many features that eliminate the need for purchasing additional requirements such as the 3Dglasses and Wi-Fi conductors. So, comparing the cost of SONY REV with the competitors 3DTVs cost accompanied with the additional requirements cost, the price will almost be the same. The main target is the professional markets that can

afford the price for enhancing their business and the high income end customers who will pay for their entertainment. 10.8 Analysis on how Different and Innovative the Product is

SONY REVs aesthetic look is attractive. Its a glasses-free and an intelligent 3DTV with Bluetooth connectivity and a Built-In Wi-Fi, so there is no need to purchase an external Wi-Fi conductor or purchase the inconvenient 3Dglasses which makes it very entertaining in addition to its gaming feature. Moreover, BBE VIVA 3D feel surrounding technology will produce a strong sound, so additional speakers are not required. The latest technologies are used to produce an excellent picture quality.

11.0 Market Identification

A target market is a group of people that will need or want the product or service offered by the company that is targeting this group. (Pencak S. 2010)

11.1

The Main Target

is the professional markets that will use the product for enhancing their business, so they may purchase it despite its expensive price.
11.1.1 Location

The features of SONY REV require developed countries like Japan, USA, Australia and UK which can be considered as good places to start launching for a new product.
11.1.2 Company Type 11.1.2.1Industry

Industry Type Medical Industry

Description Using 3D imaging could help surgeons doing operations where they can see the human organ in 3D instead of the previous 2D imaging. Having this feature will make the surgeons work more accurate.

Commercial and Advertisement Industry Promoting for any product in a 3D image will make it real in the eyes of customers and it will show more details of it. This will encourage customers to purchase this particular product.

Manufacturers

Car

manufacturers,

food

and

drinks,

fashion

designers, music industry and etc can use the 3D technology to show their products to customers in a more realistic view. We receive images from the

world around us in 3D, how will it be if the products being produced and shown to customers in 3D? Hotels and Resorts Industry Having a 3DTV in their rooms, halls, dinning and lobbies will encourage customers to stay there for a longer time in order to try and enjoy the 3D cinema with their family and friends instead of going to the movies. Cafes and Restaurants Industry People will stay for a longer time in the caf or restaurant that has a 3DTV to enjoy and experiment this new technology that many are afraid to bring it to their houses because of the cost. However, when customers stay for a longer time, they will order many things and pay more. The Retail Markets The Retail Markets are going to purchase the product to deliver it to the end customers.

11.1.3 Behavioral Characteristics

Criteria Usage Rate

Description Medium usage rate because 3DTV is a new technology and not many people like or can adopt the idea.

Buying Status

First time user

11.2

Secondary Target is:

11.2.1 The End Customers

Segmentation Geographic Segmentation

Description Region: Japan, USA, UK, China and Australia Size of metropolitan area: Tokyo in Japan, New York and Los Angeles in the United States of America, London in the United Kingdom, Beijing in China and Canberra in Australia. Population Density: Urban Age: 25- 45 Gender: mainly men and then women. Family Size: can range from small families to large families Family Life Cycle: bachelors and married without and with kids. Generation: Generation Y or The Millennial (tech savvy) Income: 50,000$ per year and above or anyone capable of affording the products price Education: well educated in technology Social Class: middle-upper and upper class Adopter type: technology early adopter Life Style: people who spend most of their leisure time at home

Demographic Segmentation

Psychographic Segmentation

Activities: sports, watching TV, playing video games Interests: video games, movies Opinion: encouraging new technologies is an important act Attitudes: open to explore new products Benefits Sought: Entertainment Usage Rate: Medium Brand Loyalty: Loyal Customers and New Customers User Status: First Time Use

Behavioral Segmentation

Occasions: Leisure Time, Holidays, New TV shows.

11.3

Evaluation

Sales
10% Main Target: Professional Market Secondary Target: End Users 90%

The size of the target market is small due to the price, and only a few developed countries will be targeted at the beginning. It is divided into main and secondary; the professional markets that will use SONY REV for enhancing their work, and the end users who are adults with their own high income; they are mainly men because men care about sports and games, but this doesnt exclude women, and will buy SONY REV for their entertainment.

12.0 Idea Evaluation

Idea evaluation is the systematic assessment and acquisition of information to provide useful feedback about the proposed product (William M.K. 2006).

12.1

Force Field Analysis (FFA)

12.1.1 Opening

Force Field Analysis is a technique that analyzes the supporting forces and the restricting forces. By carrying out this analysis, a plan of how to strengthen the supporting forces and reduce the restricting forces will be made (Mind Tools n.d.).
12.1.2 Illustration before Evaluation

Restricting Factors

Driving Factors

-4 Price -4 New to the Market -4 Costly Materials -3 Size of Target Market -3 Restrictive Usage Total = -18

SONY REV 3DTV

Design Additional Features High Picture Quality Improved Internet Browser Latest Technology Used Total = +19

+5 +3 +4 +3 +4

12.1.3 Outcome

Score from supporting factors = 5+3+4+3+4 = +19 Score from restricting factors = -4+-4+-4+-3+-3 = -18 Total Score = +19-18

=1
12.1.4 Suggestions for Improvement

12.1.4.1Ways to Minimize the Restricting Factors

Price, Costly Materials and Size of Target The high price can be decreased by developing technologies that are less expensive but can perform the same tasks with minor improvements like using LCD screens instead of the more expensive Plasma screens. Reducing the cost will enlarge the size of the target market because more society classes such as the middle and the working class will be included. New to the market and Market Restrictive Usage The idea of SONY REV is new to the market, thats why theres a need for investing in the marketing department for more advertisements, possibly by employing famous people to present SONY REV and convince customers to purchase it, or by supporting major events like live concerts and sports. Furthermore, theres a high need for investing in the R&D department to manage the budget. Finally, producing more 3D movies and more 3D channels; like SONY 3D channel, will expand the restrictive usage related to the limited 3Dcontents.

12.1.4.2Ways to Maximize the Supporting Factors

Design and High Picture Quality SONY REV is aesthetically attractive and its black color gives it a classy look; however, providing more color options like brown or silver will be an advantage. The picture quality can be improved by developing the multi-parallel technology for clearer free-glasses images, and by working more on reducing the black levels for more color accuracy and brighter scenes. Additional Features, Improved Internet Browser, and Latest Technology Used Making the screen of SONY REV a touch screen will be an additional feature that will minimize the need for using the remote control as a mouse or keyboard. More internet applications can be

added; like having Yahoo and MSN Messenger and Facebook. Having a memory inside the TV will improve the performance of the browser. Attending technology conferences will help SONY to be kept up to date with all the new technologies.

12.1.5 Illustration after Evaluation

Restricting Factors -3 Price -2 New to the Market -3 Costly Materials -2 Size of Target Market -1 Restrictive Usage Total = -18

Driving Factors Design Additional Features High Picture Quality Improved Internet Browser Latest Technology Used Total = +19 +5 +5 +5 +4 +5

SONY REV 3DTV

12.1.6 Outcome

Score from supporting factors = 5 + 5 + 5 + 4 + 5 = +24 Score from restricting factors = -3 + -2 + -3 + -2 + -1 = -11 Total Score = +24 - 11 = 13
12.1.7 Conclusion

The graphical presentation of Force Field Analysis made the identification of the pros and cons of SONY REV obvious by knowing the restrictive factors and trying to minimize them and

knowing the supportive factors and working on improving them to improve the performance of the proposed product (Reverso 2008).

12.2

Sticking Dots Analysis

12.2.1 Opening

Sticking dots analysis was introduced by H.Geschka, et al (Michalski W. J. King D. G. 2003). It is a short and sharp measure of the current thinking about the idea. It also has many application possibilities in different areas and is useful for collection of opinions in early phases in the idea selection process (Creative Trainer 2007).

Attribute Design Price Picture Quality Internet Options Technology Performance

My Company SONY REV ***** *** **** **** **** ****

Panasonic
TC-P50VT25

Samsung
UN46C8000

**** *** **** **** *** ****

**** **** *** ***** *** ***

Legend Poor Not Bad Good Very Good Excellent * ** *** **** *****

Analysis

Design The design of SONY REV comes very unique and classy because it has the monolithic design where all the parts go smoothly together. There is an aesthetic attention for SONY among its competitors Panasonic and Samsung whose TVs look heavier and full of metal compared to SONYs TVs. Price Samsung is following a strategy to reduce the cost without affecting the quality. This strategy has worked and Samsung produced PN50C490 Plasma 3DTV at a price below 1000$. As for SONY and Panasonic, they almost have the same price for their 3DTVs that start from 3000$ up to 7000$ which is very expensive and only affordable by a very limited part of the society.

Picture Quality SONY and Panasonic have the same picture quality because they both use the same expensive technology that is based on a full 3DHD and a high refresh rate up to 1080 pixels. However, Samsung is having a problem with the picture. The screen of Samsung has more blurring and ghosting problems.

Internet Options SONY and Panasonic have almost the same Internet Options offering the same applications like Skype. On the other hand Samsung is working more on this feature by developing its TV and having more features than its competitors. Technology SONY has the advantage of manufacturing its own parts that are used in producing SONY REV. Having this advantage makes SONY produces parts that typically suits their task unlike Panasonic and Samsung that take their parts from other suppliers. Performance SONY and Panasonic share almost the same performance with slight differences related to the produced images and the additional functions. However, Samsung is still struggling with the performance due to its strategy of reducing the cost which led to a lower quality.

Conclusion

Sticking Dots Analysis is good for comparing the similar features of the proposed product with the features of other products imposed by competitors. This way is very efficient to show pros and cons of SONY REV that can be improved compared to its competitors in the market.

DICE
Opening
On Friday 14 March, 2008, Guy Kawasaki who is an author and a managing Director of Garage Technologies had made a presentation about The Art of Innovation. (PTB Consulting 2008) He explained the 10 steps to the Art of Innovation, Roll the DICE was one of those steps. DICE is a method for evaluating the success of a product based on objective measures. (Businees Dictionary n.d.)

Deep

SONY REV 3DTV has lots of features and functionality that make it not only an ordinary TV, but also a TV that has a Built-In Wi-Fi so that people can search through the internet while waiting for a show or a movie. It also has Bluetooth connectivity where a phone can be connected and its contents will be displayed on the screen.

Intelligent

This product has the latest technology that is why With SONY REV 3DTV, theres no need to think about brightness adjustment because it has a presence sensor that adjusts the screen brightness with only one click on the remote control. Moreover, it has solved the limitations of 3D contents by converting the 2D contents into 3D contents instantaneously. Furthermore, it has a Built-In Wi-Fi, so it reduced the additional cost of purchasing a separate Wi-Fi Adapter.

Complete

SONY REV 3DTV is a complete product. It has all the features that an ordinary TV has; in addition, it has extra features like the internet widgets and applications. It comes with a very easy to use, well labeled remote control that acts as a keyboard and a mouse in addition to its basic function. This TV also eliminated the use of the inconvenient and expensive 3D glasses by having a 3D screen where people can watch without the need for wearing the 3D glasses. REV TV also enables 3D gaming via using PS3 to give customers a 3D feeling which makes the game more real.

Elegant

The monolithic design of SONY REV 3DTV is superb. All the details of this TV go smoothly together. Starting from its rectangular shape, very good quality of glass for the screen, shiny black color that gives it an expensive look and ending with the logo of SONY that is placed at the bottom. Its very elegant so that it can be placed as a part of the decoration of any room.

Evaluation
Following DICE technique makes it easier to charm people with great products. In order to have a high quality and great product, it should be Deep having lots of features and functionality, Intelligent using the latest technology and overcoming many problems, Complete by being a

complete solution that serves its users and makes them satisfied and elegant because it has a very beautiful design.

Conclusion
Televisions have become part of everyhouse and organization. Having a 3DTV is a new and expensive idea that has many problems. However, based on the idea evaluation results, it is believed that SONY REV will solve many of the previous 3DTVs problems. Its price suits its target market, and the latest technology available will be used to satisfy its customers. In addition, it wont be only a TV; it will be an intelligent TV with many internet applications. Within the coming 5 years, the 3DTV concept will be more familiar to customers and the technology used will be cheaper. This will enlarge the size of the target market and will possibly make SONY REV 3DTV a successful product in the market against its competitors based on the conducted analysis.

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Appendix
Company Profile
SONY is a global, conglomerate Japan-based corporation that designs, manufactures and sells electronic products for consumer, professional, and industrial markets worldwide. With its unique products, the company has become one of the worlds leading digital entertainment brands. From the tape player to the Walkman to the LCD TV, Sony's tradition of innovation has made it a profitable company for more than 60 years. Today, Sony has many branches all over the world and its annual revenue estimates 68.39 billion US Dollars. The companys headquarters are positioned in Shinagawa, Tokyo. It is now one of the leaders in the field of electronic devices, information technology and communication. On May 7, 1946, Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Company) also known as Totsuko was established in Nihonbashi, Tokyo, Japan. Totsuko was founded by Masaru Ibuka and Akio Morita, with start-up capital of 190,000 yen for the research and manufacture of telecommunications and measuring equipment. It started with just 20 employees. The founders of this company changed its name to Sony in January, 1958. They had to change the name because the initials of their company name TTK were already taken and they wanted an easier name for trade marking purposes. The new name was derived from a combination of two words. The first word was a Latin word sonus that means sound or sonic, and the other one was Sonny boy a Japanese expression to describe a young person with a pioneer spirit. This name was chosen because its pronunciation is the same in any language across the world. Since the day it was established, the company has developed a reputation for being innovative. In 1950, Sony released Japan's first tape recorder. Then in 1955, the TR-55 transistor radio was sonys first branded product that went on sales. The product was shortly followed by pocketable transistor radio. One of its breaking through products was the first Trinitron Color Television in 1968, followed by the colour video cassette player in 1971. Four years later, in 1971, the Betamax was introduced and in 1975 the walkman was in the markets. The worlds first CD player was introduced by Sony in 1982. Then the first consumer use digital video camera was produced in 1995. A few years later, the next generation high capacity optical disc "Blu-ray Disc" recorder was released in 2003.

Since 1946, Sony has grown from 20 employees to almost 160,000 employee around the world to become a multinational giant. Today, Sony operates globally in more than 200 countries across Japan, Europe, North America and Asian countries, and is producing many popular products such as: Televisions, cameras, DVD-Video players, MP3, Personal Computers, laptops, mobile phones electronic components like batteries, data recording media and systems and semiconductors. SONY is also the leading manufacturer of entertainment by producing games and playstations.

About SONY 3DTV

2010 is the year of 3D trend. Starting with Avatar Movie then Alice in WonderLand with their high ranking in the box offices across the world, it can be said that 2010 and the coming years will be the years of 3D technology. As the days go by, people are becoming more abscessed about 3D movies. Some people would like to try this experience at their home instead of going to the cinemas. They would like to experience this entertaining technology at home with their family and friends. Thats why SONY came with its markup innovation, BRAVIA 3D TV. Now people can enjoy their time and have their own 3D technology while relaxing at home. SONY BRAVIA 3D TV comes in a very elegant, rectangular and black shape with a plasma screen, providing a very high quality of images and accurate shadow details with realistic colors. It has a beautiful thin profile that makes the TV when its not on; a part of the rooms decoration.

Competitors Overview

Panasonic is a Japan-based corporation that was established in New York City, U.S. in 1959 (Panasonic 2012). It was known as Matsushita Electric Housewares Manufacturing Works that was founded by Konosuke Matsushita, in 1918. Panasonic has pleased its consumers with innovations for personal and business usage for more than 50 years. Panasonics products are in the field of technology and electronics. Its products vary from home appliances, LCD TVs, digital cameras, laptops, personal care products and entire in-flight entertainment, security systems and communications and networkable office solutions. Today, Panasonic Corporation is one of the leading electronic companies in the world, comprised of over 680 companies around the world including the U.S., Canada and Mexico (Panasonic.net/corporate). Samsung was founded by Lee Byung-chul in 1938, in Taegu, Korea (Samsung 2012). It started as a small export business and in 1969, Samsung electronics was established. Samsung then started producing Televisions, Computers and Laptops, Mobile Phones, MP3 Players and home appliances. In addition to these products which are the most profitable and successful, Samsung also has different business establishments including chemicals, insurance company, a hospital and retail and straight-up entertainment. The company began to expand globally by building factories in Britain, Germany, Mexico, U.S, Spain and China. Samsung has grown to become one of the worlds leading electronic companies, and continues to maintain its position as the worlds best technology provider through its excellent method of quality control.