The project we undertook involved finalizing an idea and creating a pitch for the idea. Every team member had to contribute to ensuring the project was finalized on time. The product identified was a VR space to solve the challenges experienced by consumers, designers, and manufacturers. The idea was to partner with IKEA because it is a well-established furniture store. From research, the product we were to provide matches what interior designers need because it streamlines their tasks. It also assists the designers in making amendments to their plans in the virtual space, which helps avoid the need to create 3D models. During the project, several challenges came up, which included providing leadership to the team, identifying the customer segment for the product, and understanding the “pains” of the customer segment. This report will present a reflection on the challenges that came up during the project.
Providing Leadership to the Team
Description of the experience
The project involved working as a team and I was chosen as the leader. The challenge was how to lead the team without appearing as being controlling. Previously, I had worked with different teams and there was always a challenge of some team members slowing down the progress. Therefore, I made the effort to communicate with all the team members and inform them of our objectives and timelines. Also, I added all the team members to a WhatsApp group to help in communication and sharing ideas. Another issue was how to communicate with them regarding their objectives. People may detest being reminded every time about the tasks they are supposed to accomplish (Mohanty, and Mohanty, 2018). Therefore, I decided to communicate in a friendly way to ensure that there was no element of control. When a team leader prefers to control everything, the team may develop low morale which may hinder the continuation of the project.
Feelings and Thoughts about the experience
At the start, I was afraid that we would fail to complete the project on time. This was because of my previous experiences working with teams of people. However, the present team was easy to work with and it took less time for individuals to get to full speed. The experience enhanced my leadership skills because I learned about the need to communicate effectively. The individuals rely on the guidance of the leader who needs to show they are in charge (Barreto, and Hogg, 2018). The experience of leading the team was a huge part of my development and the experience will be important in the future. Working with team members to accomplish a task helped change my perception of teamwork. In my previous experiences, I have had challenges working with groups. However, I have realized that what matters is the management model.
Evaluation of the experience
The experience of leading the group was different from all the previous ones. I experienced better teamwork and communication between group members. Also, the individuals were able to meet the deadline without the leader having to remind them all the time. The team helped generate new ideas for the project which eased the work for the leader. Completing the task was a challenge because of the short time we had been allocated. The little time made it necessary for the people to work together to ensure the successful completion of the work. I applied my organizing skills to ensure that there was a plan for each day. The WhatsApp group assisted people to communicate about the progress and any challenges. It was my work to solve the challenges that the individuals experienced during the group work. It was a hard task but the team made it easy because of their innovativeness.
Analysis
The experience tested my skills in organizing, communicating, time management, and leadership. Group works can be challenging because of the different personalities that may be found in one group (Barreto, and Hogg, 2018). The curriculum has made it mandatory for group work to be incorporated into the syllabus. This is because of the importance it has on helping students practice or understand their skills. Understanding your skills is the first step towards improving yourself as an individual. Therefore, this experience was instrumental in understanding what skills I excel in. I learned that different people require a specific way of management. Thus, leaders have to understand their audience to enable them to provide effective leadership. The experience with the team enhanced my management skills after previous incidences. With the knowledge, it is possible to know where to adjust. Successful completion of a project requires contribution from all the team members (Černevičiūtė, and Strazdas, 2018). Also, the team leader has to exhibit excellent organizing skills.
Conclusion on Key lessons
From the experience, there is an expectation for a leader in any group to provide guidance. Leaders have to show the other people how to proceed to avoid having individuals who are not actively contributing to the work (Dias, and Borges, 2017). Managing people by offering support and providing guidance is an effective way of achieving success. I applied this model by organizing the group and dividing the tasks then following up and providing assistance to the people. The individuals responded positively to this model and even offered suggestions and ideas on how to proceed. This was important because it meant that every person was involved in the project. Given another chance, I would have organized zoom meetings when discussing critical parts of the work. The meetings can solve more issues at a go and members can discuss the issues openly. This is an idea that can also save time which is crucial for timed projects.
Action plan
In the future, I plan on using the leadership model in a diverse team of people. The current team had people from the same culture because we come from Qatar. I would want to be involved in a group with diversity because it can help improve my understanding of people and leadership. I plan on applying this model in different aspects of leadership in the future. The model works well with a group of people and can provide balance. In case I experience a similar situation in the future, I will evaluate the people I am leading then decide how best to approach the situation. People have different personalities and may require a leader to adopt a specific approach (Gerpott, Fasbender, and Burmeister, 2020). Therefore, understanding your audience can help avoid challenges that come as a result of poor leadership. Also, effective communication is important in ensuring that colleagues follow the plan.
Identifying the Customer Segment
Description of the experience
The next challenge was identifying the customer segment for the product we had chosen. At first, we had identified IKEA as our main customer but after deliberations, we decided to use them as partners. The challenge was determining who was the important customer for our VR space idea. Any business needs to identify the right customer segment for its products. This is because it determines the sales volume for the business. Choosing the right customer segment may signify better returns when the product starts being rolled out (Camilleri, 2018). Recognizing the customer segment requires market research that is focused on your business field of operation (Nivetha, and Kowshalya, 2021). We focused on the behaviors of the customers and realized that the interior designers would benefit more from the product. Therefore, we decided to make interior designers the main customer segment for the product. Identifying the customer segment was challenging but by working together the team was able to come up with the customer segment.
Feelings and thoughts about the experience
Finding the customer segment to use for the group work was a challenging task. The experience challenged our ability to research and come up with ideas on the segmentation of our product. Since the product would be sold in the Qatar market, we had to analyze the market in Qatar. The Qatar market has experienced various challenges in the interior design industry. Providing the VR space would solve most of the challenges identified in the industry. The experience changed the way I view customer segmentation. I have a business that I would like to start and this knowledge will be essential in determining the segment. Also, from the experience teamwork is important as it aided our success in coming up with the right documentation.
Evaluation of the experience
The experience of identifying the customer segmentation was an important part of the project. I gained essential skills that will be useful in the future. The best part of the experience was the deliberation that happened when coming up with the idea. The team worked together which was important as it prevented delays. The challenge came up when deciding whether to use IKEA as the main customer segment or as the partner. The team decided to use IKEA as a partner because it is a well-established furniture store. Also, we realized that the interior designers would benefit more from the idea than IKEA. The process of narrowing down the most important customer helped every group member understand the essence of customer segmentation. Also, I learned the importance of analyzing the behaviors of the customers. This is because by focusing on the behaviors, one can develop an idea that suits the customers.
Analysis
Customer segmentation identification was an important part of the design reality project. I found the research part of the process interesting because I got to learn more about the Qatar market. This is important because as an entrepreneur I have plans to venture into the hotel industry. The process of identifying the right customer segment was challenging and I had to use my leadership and organizing skills. In challenging times, a leader should step up because the other team members are reliant on the guidance of the squad leader. Experiencing challenges helped in enhancing my problem-solving skills which are crucial for the future. We had a challenge deciding how to determine the main customer segment. This challenge was solved by the whole squad because we came together and generated ideas. Therefore, teamwork helped in solving another challenge that our group experienced. The final decision was to use IKEA as the partner and interior designers as the main customer segment.
Conclusion on Key lessons
From the experience, I learned one can focus on the behaviors of the consumers. Previously, I thought that customer segmentation focused on all the customers. Since I plan on being an entrepreneur, I plan on using this information to identify the customers to cater to. Analyzing the behaviors of different consumers can provide an entrepreneur with a unique idea. It is difficult to cater to all consumers because of the unique needs possessed by most customers (Shavitt, and Barnes, 2020). Also, I learned that problem solving requires a person to be willing to listen to other people’s ideas. Listening to the ideas proposed by different people in the group enabled the challenge to be solved successfully. Working together and sticking to individual roles is important in any group work. I would apply the use of research from the onset when determining the segmentation. Understanding the market and the needs of the client are useful in providing the right pitch and idea.
Action plan
In the future, I plan on using data to make conclusions regarding the segmentation. With data, it is easy to understand consumer behaviors in a particular sector. After using data, we found out that interior designers would use the VR space better than IKEA. This was crucial as it solved one of the biggest challenges I experienced. Also, I would use teamwork to solve any similar challenge in the future. From experience, teamwork is helpful in tasks that are challenging because of the ability to divide the issue into segments. Each person researches one segment and presents the information after finishing the research. This helps the group have diverse ideas which can be incorporated together. Ensuring that the team handles is capable of handling difficult problems is another aspect that I will be keen on in the future. It is essential to have a team that will not give up when things get tough.
Understanding the “pains” for the Customer segment
Description of the experience
Understanding the pains experienced by the consumers is important when identifying the value proposition of the product. These are the challenges that the target customer faces when carrying out their job. After wide research and deliberations, we concluded that the pains experienced by interior designers were having to change plans midway and customer complaints. These two issues wasted a lot of crucial time for the interior designers. Therefore, our objective was to provide a solution that alleviates the identified pain. The VR space solves this challenge because it provides the designers a platform where they can save their work and edit the work as they wish. Editing the designs does not come with the added cost of having to develop a 3D model of the design. This would save time and cost for the interior designers who may need to edit the plan to suit the customers’ requirements.
Feelings and thoughts about the experience
The experience of identifying the problems encountered by the interior designers was tough because of the nature of the Qatar market. There is inadequate information on the interior design industry which hindered our progress. Part of a good pitch is providing information on the reasons why the team settled on the identified product. It is impossible to come up with an appropriate value proposition without considering the pains encountered by the target market (Trafimow, Hyman, and Kostyk, 2020). This is because solving the identified pains provides the business with a unique niche that is untapped. Even though identifying the pains was tough, the team made it easy because of their willingness to come together. Teamwork contributed to being able to solve the challenges that came up. Therefore, sticking together and trusting the ability of team members can aid the success of the group.
Evaluation of the experience
Arguments on what to decide were one of the challenges that arose when identifying the pains. Different ideas were floated around which complicated the process. It took time for people to agree on the final two issues and the delay had threatened the completion of the project. Disagreements are common in groups and can jeopardize all the attempts to complete the work (Lykourentzou, et al., 2021). The squad had established a protocol to use when arguments arose. All the differing sides were to be given equal opportunities to explain their viewpoints without any interruption. This helped create an order which created a positive working environment. Teamwork enabled the completion of the task on pains experienced by interior designers. Carrying out the objective successfully improved my understanding of customers and their needs. It is essential to consider the pains of the customer and develop strategies for how to relieve the pains.
Analysis
Identifying the customer’s pains is an important step in being able to address their needs. The pains are the challenges that are experienced by clients when accessing a particular service or when doing a certain task. The pains can be identified by conducting market surveys on the target market for your product (Nivetha, and Kowshalya, 2021). As a group, we decided to research from internet sources and determine what were the pains interior designs experienced. The task was challenging because of the specificity of the objective. Also, there is little literature on the interior design market in Qatar. Therefore, the team relied on research and data from the internet to come up with the pains. This experience changed the way I view the development of products by businesses. The importance of knowing what the consumer is experiencing can not be understated. The entrepreneur also has to come up with potential solutions to relieve the pains.
Conclusion on Key lessons
The key lesson from this experience is the importance of first understanding the customer’s challenges then proving solutions to eradicate the challenges. Developing the pitch required that we come up with a product for a business of choice. The product we identified is VR space for interior designers. The objective of the VR space is to eradicate the need for repetitions and provide the designers with the ability to save their work. Another key lesson is the importance of data in coming up with correct inferences. Without the right information, we would have presented the wrong ideas on the pitch. As a team, we communicated with the interior design companies in Qatar to understand what challenges they undergo. This was important because the information we got was more reliable and would be useful for the project. There was a challenge accessing information but the team came up with solutions that worked.
Action plan
When faced with a similar situation I would adopt a similar approach as we used in the present situation. However, on the point of communication with interior designers, I would have sent a list of questions to them first. The list of questions would prepare them for our conversation as most of the companies have busy schedules. Also, this move would ensure that the person answering the questions understands the context of the information we are seeking. The person can provide additional helpful sources of information which can be helpful. Also, this plan would alleviate the challenge of accessing the information on the interior design field in Qatar. Effective communication is important as it can provide better organization and planning (Nivetha, and Kowshalya, 2021). I also plan to embrace teamwork due to my experience with the team. We were able to complete all tasks on time and in the process learned more about the market and consumers.
Conclusion
In summary, the reflection focused on the three challenges experienced by the team. Of the challenge was providing leadership to the team and making sure the project was completed on time. The second challenge was identifying the customer segment for the product and differentiating between partners and customers. The third challenge was understanding the “pains” for the customer segment. The experiences from the three challenges enhanced my belief in teamwork and effective leadership in times of crisis.
Reference List
Barreto, N.B. and Hogg, M.A., 2018. Influence and leadership in small groups: Impact of group prototypicality, social status, and task competence. Journal of Theoretical Social Psychology, 2(1), pp.26-33.
Camilleri, M.A., 2018. Market segmentation, targeting, and positioning. In Travel marketing, tourism economics and the airline product (pp. 69-83). Springer, Cham.
Černevičiūtė, J. and Strazdas, R., 2018. Teamwork management in Creative industries: factors influencing productivity. Entrepreneurship and sustainability issues, 6(2), pp.503-516.
Dias, M.A.M.J. and Borges, R.S.G.E., 2017. Performance and Leadership Style: When Do Leaders and Followers Disagree? RAM. Revista de Administração Mackenzie, 18(2), pp.104-129.
Gerpott, F.H., Fasbender, U. and Burmeister, A., 2020. Respectful leadership and followers’ knowledge sharing: A social mindfulness lens. Human Relations, 73(6), pp.789-810.
Lykourentzou, I., Vinella, F.L., Ahmed, F., Papastathis, C., Papangelis, K., Khan, V.J. and Masthoff, J., 2021. Self-Organizing Teams in Online Work Settings. arXiv preprint arXiv:2102.07421.
Mohanty, A. and Mohanty, S., 2018. The impact of communication and group dynamics on teamwork effectiveness: The case of service sector organizations. Academy of Strategic Management Journal, 17(4), pp.1-14.
Nivetha, M. and Kowshalya, A.M., 2021. Customer Segmentation for Enhancing Customer-Centric Business. E-Commerce for Future & Trends, 8(1), pp.17-31.
Shavitt, S. and Barnes, A.J., 2020. Culture and the consumer journey. Journal of Retailing, 96(1), pp.40-54.
Trafimow, D., Hyman, M.R. and Kostyk, A., 2020. The (im) precision of scholarly consumer behavior research. Journal of Business Research, 114, pp.93-101.
Virtual reality is gradually becoming one of the mainstream trends in the contemporary world. Many technology manufacturers are now focused on the production of their own VR devices. Commonly, such devices are viewed as tools for entertainment. However, as pointed out in an article published in Time Magazine in 2013, virtual reality has a lot of benefits to offer to the fields of healthcare, military, education, gaming, and simulation, to name a few (Terhakopian par 1-15).
Introduction to the Topic
The rapid development and the growing popularity of virtual reality raise a logical interest concerning the advantages and disadvantages that are related to the application of this new technology in various spheres of knowledge and activities.
Relevance Statement
Did you know that just like any other modern technologies (smartphones, computers, mp3 players, for example), the technology of virtual reality is likely to enter our daily life in the near future? That is why it is important to explore what benefits and concerns are associated with its use today.
Credibility Statement
The information for this speech was taken from the most credible sources such as books, Time Magazine, and The Guardian – a world-renowned newspaper and portal.
Thesis Statement
Virtual reality is a fast-developing technology that carries a multitude of benefits for such professional fields as healthcare, education, military, versatile training, psychology, psychiatry, and entertainment; however, the technology is currently at the stage of development and has a set of weaknesses that prevent it from being widely applied.
Preview
First of all, in this speech, I will focus on the introduction of the technology of virtual reality and its description. Further, I will move on to the exploration of its benefits (current as well as potential) and the spheres where the advantages of virtual reality technology can be applied. Finally, I will move to the weaknesses of the technology, its drawbacks, and the areas that still need development.
Introduction
Sherman and Craig, the authors of the book titled Understanding Virtual Reality: Interface, Application, and Design that was published in 2003, pointed out that the concept of virtual reality is tightly connected to the notion of a virtual world (7).
Did you know that the virtual world is something we face every single day? It can be encountered when you watch a film, a play in a theater, or read a book. The imaginary stories happening on the stage, screen, or in one’s imagination are defined as the virtual worlds. When it comes to virtual reality, Sherman and Craig emphasized that the major element that distinguishes it from the virtual world is immersion (7). In other words, in the virtual reality, the viewer is placed within the fictional scenario and can interact with it on a physical as well as mental level.
Benefits of Virtual Reality
Did you know that it is the physical and mental types of immersion that serve as the primary sources of all the benefits that the technology of virtual reality carries for versatile spheres of knowledge and practice? Entertainment is, probably, the first area that comes to mind when virtual reality is mentioned. In the article published in The Guardian in 2016, it is mentioned that many of the modern leading technology manufacturers are working on the creation of the VR devices for the purposes of gaming (Davis par. 1-3).
Besides, the benefits of VR are appreciated in a variety of other fields. As it was reported at the Edutainment Conference of 2011 that was held in Taiwan, one of the areas of practice that benefit from VR is psychology where it is used for work with the patients suffering from posttraumatic stress disorder (Chang et al. 3). In the article published in 2005, Rizzo and Kim noted that technology allows re-creating potentially traumatic scenarios for the patients and addressing their mental health issues by means of conditioning, visualization, and rationalization.
In addition, in their book titled Virtual Reality, Training’s Future? published in 2013, Seidel and Chatelier provided a discussion of the advantages the VR technology offers to the field of education due to its capacity to enhance learning and practically take it to a higher level where the students can combine theory and practice, be placed in various educational situations to demonstrate decision-making, and have a hands-on experience with new equipment (31). In that way, VR can help advance the learning of medical students, technicians, machinery operators, military employees in training, to name a few.
Weaknesses of Virtual Reality Technology
In the article published in The Guardian in 2016, it is noted that the modern VR devices used in different fields have a variety of adverse side-effects such as dizziness, nausea, headaches, seizures, and even troubled hand-eye coordination (Davis par. 3). Moreover, there may be a number of long-term effects that have not been revealed yet. In the same article, it is stated that the prolonged use of modern VR devices is known to cause a significant level of discomfort (par. 3-7). In that way, there is a concern that the long-term effects of the use of VR devices may be quite dangerous.
Conclusion
Virtual reality is a rapidly developing and promising technology. Potentially, it could be applied in a wide range of fields such as education and learning, military, healthcare, psychology, and entertainment. However, it is currently at the stage of development and has multiple disadvantages and side effects (adverse short-term impacts on the health of the users and unresearched long-term impacts).
Works Cited
Chang, Maiga et al. Edutainment Technologies. Educational Games and Virtual Reality/Augmented Reality Applications: 6th International Conference on E-learning and Games, Edutainment 2011, Taipei, Taiwan, Proceedings. Springer Science & Business Media, 2011.
Davis, Nicola. “Long-Term Effects of Virtual Reality Use Need More Research, Say Scientists.” The Guardian. 2016, n.p.
Seidel, Robert J. and Paul R. Chatelier. Virtual Reality, Training’s Future?: Perspectives on Virtual Reality and Related Emerging Technologies. Springer Science & Business Media, 2013.
Sherman, William R. and Alan B. Craig. Understanding Virtual Reality: Interface, Application, and Design. Morgan Kaufmann, 2003.
Rizzo, Albert and Gerard Kim. “A SWOT Analysis of the Field of Virtual Reality Rehabilitation and Therapy.” Presence, vol. 14, no. 2, 2005, pp. 119–146
The journal is titled “The role of virtual reality in criminal justice pedagogy: An examination of mental illness occurring in corrections” (Smith 1).
The Authors
The article is authored by Hayden Smith, a criminology and criminal justice professor at the University of South Carolina (Smith 1).
The Year of Publication and the Number of Pages
The article was published in 2021 as the first edition of a continuous research article on criminal justice (Smith 1).
The Existence of an Abstract
The reason for this research is to add to the few empirical studies that justify the viability of using virtual reality in criminal justice education. The experimental analysis focused on the qualitative response from subjects in the university (Smith 1). The thesis examines how virtual reality can reduce mental illness if applied effectively in criminal justice education.
The Goal/Purpose of the Research
To justify the efficacy of virtual reality in criminal justice education since it improves the understanding of the psychology of criminal behavior through simulated environments to help reduce mental illness in correctional centers (Smith 2).
The Research Question and Hypotheses
There are no research questions or hypotheses included in the article.
The Length of the Literature Review Section in Terms of Pages
The literature review is approximately three pages (Smith 3).
The Sources of the Data and Collection Methods Used
Most of the data sources used in the research are secondary since they are government publications, journals and books with data collection on a focus group (Smith 2).
Research Design Used in the Article
The research design is descriptive with a qualitative approach considering that the author collects the data, analyzes the variables and presents the findings (Smith 6).
The Findings or Results of Statistical Analyses
The post-test perception reveals that virtual reality is integral in developing perception and knowledge of criminal justice. In a sample of 170 participants, 137 approvals on virtual reality were recorded (Smith 6).
The Conclusion of the Researcher
360-degree videos create an illusion of reality which helps establish educational experience and understanding through interactive technology (Smith 15).
The Length of the Reference Section
The bibliography contains 59 citations from a comprehensive literature search (Smith 17).
Work Cited
Smith, Hayden P. “The Role of Virtual Reality in Criminal Justice Pedagogy: An Examination of Mental Illness Occurring in Corrections.” Journal of Criminal Justice Education vol. 32, no.2, 2021, pp. 252-271. Web.
Online environment has been providing the platform for casual interactions as well as economic activities for quite a while;
However, the lack of physical evidence of these activities makes the process of transferring legal regulations to the Internet complicated;
Particularly, the privacy issue needs to be addressed due to numerous opportunities for data copying and abusing the rights of owners;
An analysis of the current regulations will shed some light on possible measures to be taken in the future (Dinev, Xu, Smith, & Hart, 2013).
Video Privacy Protection Act, 1988
Passed in 1988;
Signed by Ronald Reagan;
Prohibits “wrongful disclosure of video tape rental or sale records” (Legal Information Institute, 2016, par. 1);
Aimed at keeping clients’ personal data safe.
While conveying an admittedly positive message, the regulation serves as the device for customers’ personal data storing by organizations such as Netflix and Hulu. By carrying out unclean practices, the organizations expose their users to a serious threat (Nye, 2012).
Computer Fraud and Abuse Act, 1986
Description
Came into force in 1986;
Promoted as an amendment to the law (Legal Information Institute, 2016);
Concerns only protected computers (computers used by the U.S. state institutions).
Types of Offenses
Computer damage;
National security data retrieval;
Threat to confidentiality;
Government computer trespassing;
Aiming at obtaining value;
Data/computer damage;
Password disclosure.
The concept provides extensive support for governmental facilities, yet offers little to no protection for average users.
Electronic Communications Privacy Act, 1986
Adopted by the U.S. Congress in 1986;
Initially aimed at preventing the instances of wiretapping on telephone calls;
(With the increase in the number of Internet users) extended to electronic data transfer;
Is fairly dated and, therefore, lacks understanding on the current processes of data acquisition, transfer, and processing;
Promotes surveillance as the means of reducing crime rates.
The Electronic Communications Privacy Act, though having a rather sensible premise, has been viewed as quite controversial over the past few years due to poor knowledge of the contemporary information management processes (Sklansky, 2015).
The Cable Communications Policy Act, 1984
Adopted by the Congress in 1984;
Aimed at balancing the relationships between the government and the FCC;
Allowed operating in the environment of the growing market;
Implied using cable system for personal identification of customers.
Designed to make sure that the needs of the key stakeholders (i.e., cable companies, the government, and the public) are met and that the rights of the parties are maintained, the legislation served as the foundation for enhancing the data management process (Meyerson, 1985).
Electronic Funds Transfer Act, 1978
Signed in 1978 by Jim Carter;
Promoted the use of access devices as the means of reaching the necessary data;
Provided a detailed instruction for managing the client’s virtual account;
Encouraged electronic funds transfer;
Suggested the use of an electronic terminal as the tool for managing financial resources.
The regulation can be viewed as the prerequisite for the development of the current online funds transfer services.
Family Educational Rights and Privacy Act, 1974
Adopted in 1974;
Guards the personal and education-related records of American students;
Grants parents access to their children’s education-related information;
Contains controversy regarding concealing the data that is not related to education;
Fails to identify medical records as the type of personal information.
The obvious controversy of the legislation makes it necessary to reconsider its concept of personal data.
Fair Credit Reporting Act, 1970
Adopted in 1970;
Allows managing the credit information of citizens;
Promotes fairness in personal information usage;
Permits maintaining privacy;
Coordinates the use of private information by credit reporting agencies (Hoofnagel, 2013).
The legislation can be viewed as the foundation for the existence of the consumer protection system.
Digital Millennium Copyright Act 1998
Incorporates two 1996 treatises;
Focuses on restricting online piracy and illegal use of copyrighted content;
Exempts intermediaries from any liability;
Prevents from making computer software copies;
Focuses on the study of opportunities for distant education online (DMCA: The Digital Millennium Copyright Act, 2016).
The act (DMCA) focuses on the prevention of copyright infringement in the virtual environment. Unfortunately, the act is still imperfect and, therefore, allows for the abuse of users’ rights by monopolies such as YouTube (Tamburro, 2016).
Conclusion
Despite numerous regulations being introduced to the Internet environment, users are still exposed to numerous threats;
Privacy, identity, and personal and financial data of the users remain the subjects of a major threat;
The existing rules not only fail to protect users, but may also be used to abuse their rights;
Carrying out an awareness campaign should be viewed as the solution;
Laws must be aimed at reducing the threat, not limiting users’ opportunities.
Although the present-day regulations can be deemed as fairly sensible, most of them are quite dated. Therefore, it is imperative to reconsider some of the principles of managing data in the context of the Internet environment. As soon as the corresponding tools are designed, a rapid improvement in the quality of customer protection and a drop in the number of biases can be expected.
Reference List
Dinev, T., Xu, H., Smith, J. H., & Hart, P. (2013). Information privacy and correlates: an empirical attempt to bridge and distinguish privacy-related concepts. European Journal of Information Systems, 22(3), 295-316.
DMCA: The Digital Millennium Copyright Act. (2016). Web.
Eastton, C., & Taylor, J. (2011). Computer crime, investigation, and the law. Boston, MA: Course Technology, Cengage Learning.
Feder, J. (2013). The Family Educational Rights and Privacy Act (FERPA): A legal overview. Web.
Hoofnagel, C. J. (2013). How the Fair Credit Reporting Act regulates big data. Web.
Legal Information Institute. (2016). 18 U.S. Code § 2710 – Wrongful disclosure of video tape rental or sale records. Web.
Meyerson, M. (1985). The Cable Communications Policy Act of 1984: A balancing act on the coaxial wires. Georgia Law Review, 19(3), 543-622.
Nye, J. (2012). Netflix customers’ ENTIRE movie rental history to be shared with Facebook… including all your guilty pleasures. Mail Online. Web.
Sklansky, D. A. (2015). Two more ways not to think about privacy and the Fourth Amendment. The University of Chicago Law Review, 82(1), 223-242.
Tamburro, P. (2016, February 27). YouTube’s CEO says the company is “listening” to its critics. Crave. Web.
Whitman, M. E., & Mattord, H. (2011). Reading & cases in information security: Law & ethics. Boston, MA: Course Technology, Cengage Learning.
Virtual Reality (VR) has become extremely popular in the last few years because of the significant progress of underlying technology and hardware that allows processing large data. The purpose of the research is to identify the capabilities of VR and its applications in military health care. This study is designed as secondary research. For its purposes, relevant peer-reviewed articles will be collected, summarized, and analyzed. All research data will be gathered from sources published within the past ten years to ensure the currency. This study will explore the current uses of VR, its different functionalities, applications in the field of military health care, and future developments of the technology.
Virtual reality (VR) is being widely used in almost every sphere of human endeavor. It is an extremely important technology applied in science, medicine, and entertainment, among other fields (Burdea & Coiffet, 2008). Moreover, VR has surpassed all theories about its application that have been developed within the last couple of decades and has even entered the military sector. Considering that upcoming budget cuts threaten to impact the military substantially, it can be argued that VR promises a viable solution for the forthcoming challenges that a new era of defense might hold for military personnel worldwide (De Paolis & Mongelli, 2014).
VR could be an effective means for solving numerous medical problems and finding new solutions for delivering health care. The technology also promises to substantially improve the field of emergency medicine and medical training of armed forces. Considering the specific nature of a battleground, it stands to reason to come up with sustainable solutions that would allow medical students to perform specific procedures in a controlled environment of VR simulation. It would also allow them to study in a unique setting without risk of harming a patient. Even such complex procedures as diagnosis, treatment, surgery, or counseling could be transferred into the realm of a virtual environment (Rizzo et al., 2013).
According to a recent report, there is increasing the incidence of combat-related posttraumatic stress disorder (PTSD) among the United States military personnel deployed for numerous military conflicts around the world (Rizzo et al., 2013). The findings of the US Army University Affiliated Research Center and the University of Southern California suggest that almost two million soldiers have served in “the Operation Iraqi Freedom/Operation Enduring Freedom (OEF/OIF) conflicts in Afghanistan and Iraq” (Rizzo et al., 2011, p.176).
It means that significant numbers of service members returning home after experiencing extremely stressful events would be “at risk for developing posttraumatic stress disorder “(Rizzo et al., 2011, p.176). The Rand Analysis suggests that the deployment level of 1.5 million will result in around 300,000 service members developing “symptoms of PTSD and major depression“ (Rizzo et al., 2011, p.177). According to a report presented by the Military Health System, 66, 934 active-duty soldiers have been diagnosed with some form of PTSD (Rizzo et al., 2011, p.177).
Therefore, it could be argued that there is a pressing need for evidence-based approaches to treating numerous mental disorders that have a significant impact on the health and well-being of both service members and veterans. This paper will explore the medical application of VR technology across different points of the deployment cycle.
Overview of the Technology
VR is the use of a computer interface for creating a simulated three-dimensional environment of a visual or full-sensory nature that allows a user to experience immersion in a virtual space (Rizzo et al., 2011). The sensory stimuli produced by VR equipment could be delivered with the help of visual display technologies sending computer graphic images and other forms of audio, haptic/touch, or even olfactory signals (Rizzo et al., 2011).
The very nature of VR suggests that it could be used to create naturalistic, multisensory environments providing interactive 3D stimuli that could be precisely measured and controlled. Therefore, it stands to reason that the capacity of VR to produce controlled conditions is a key for developing numerous training programs for clinical assessment, diagnosis, treatment, surgery, and counseling, among other similar applications.
According to Rizzo et al., the US Department of Defense (DoD) spends increasingly bigger portions of its budget on R&D in the field of VR (2013). The investment in the underlying engineering technology made by the R & D departments of various information technology companies also helps build a framework for the development of VR-based clinical assessment methods that could be used in the military and civilian sectors alike (Rizzo et al., 2013).
Virtual environments can offer endless possibilities for “sophisticated interaction, behavioral tracking, user response, and performance recording” during training or treatment procedures, making sure that the users experiencing VR scenarios could benefit from functionally relevant interactions (Rizzo et al., 2013, p. 124). Numerous, clinicians and researchers have already recognized the vast application areas of VR technology.
VR and Psychological Disorders
A comprehensive study conducted by Rizzo et al. suggested the following uses of VR simulation technology: fear reduction, PTSD treatment, stress management in postoperative patients, acute pain reduction during operation procedures, physical therapy of patients undergoing a variety of painful medical procedures, the reduction of body image disorders, functional skill training for patients undergoing motor function rehabilitation or having dysfunctions of the central nervous system including the brain and spinal cord injuries, development of mental and special skills for children and adults as well as “cognitive functions in both clinical and unimpaired populations” (2013, p. 125).
VR reality offers new approaches to psychological practices, especially in the field of cognitive-behavioral therapy. A book titled “Computer-Assisted and Web-Based Innovations in Psychology, Special Education, and Health” written by Luiselli and Fischer provides a comprehensive look at the existing applications of VR for treatment of a wide variety of phobic disorders such as fear of heights or acrophobia, fear of spiders or arachnophobia, fear of closed spaces or claustrophobia, and fear of public speaking among others (2013). The authors note that there is a rapid growth of research laboratories studying the use of VR technology systems in clinical settings worldwide.
The authors argue that the next step in the delivery of VR treatment is introducing therapy programs that can be provided via the Internet, thereby eliminating the need for a patient to be present in the same physical location as their therapist (Luiselli & Fischer, 2013). Some such projects are already being sponsored by the Visualization & Simulation Research Center (VSRC), supported by grants from the Department of Army and the US Army Research Office (Luiselli & Fischer, 2013).
VR and PTSD
The article “Effectiveness of Virtual Reality Exposure Therapy for Active Duty Soldiers in a Military Mental Health Clinic,” written by Reger et al., argues that virtual reality exposure therapy (VRE) could be effectively used for the treatment of PTSD (2011). The authors discuss a retrospective study that shows that even those soldiers who were treated with other therapeutic methods were proven to have a significant reduction of combat-related symptoms of PTSD after prolonged exposure to VRE treatment. It can be said that the research is inconclusive due to the lack of a consistent approach to the number of sessions which prevented scientists from establishing a dose-response relationship (Reger et al., 2011).
A book titled “Novel Approaches to the Diagnosis and Treatment of Posttraumatic Stress Disorder,” written by Michael Roy, argues that military doctors could combine cognitive-behavioral therapy (CBT) methods with VR approaches for the significant reduction of combat-related disorders (2006). He claims that immersing patients in a simulation that reproduces traumatic experience can better understand the roots of their problem and neutralize its cues.
Moreover, Roy argues that the treatment based on the intense exposure to VR environments includes proximity, immediacy, and expectancy (PIE) that are helpful in the treatment of mental disorders (2006). The author says that the PIE aspect of VR could be used in combination with CBT approaches to create timeless spaces in which patients could reimagine their traumatic experiences and recover. Roy provides an account of an open trial in which ten veterans of the Vietnam War were exposed to VRE treatment. The study results suggest that there was a consistent trend toward reducing PTSD symptoms across the whole study group (2006).
An article titled “Virtual Reality Exposure Therapy for Combat-Related Posttraumatic Stress Disorder,” written by Rothbaum, Rizzo, and Difede, explores VR exposure therapy as a tool for treating different conditions experiencing life-threatening circumstances of combat situations (2010). The authors focus their attention on the following VR scenarios: Virtual Vietnam, Virtual Iraq, and Virtual World Trade Center (Rothbaum et al., 2010).
Those scenarios were created with the help of Veterans returning home from war conflicts. VR exposure therapy allows immersing patients in specific conditions that are closely adjusted to their needs and match their combat experiences. According to Rothbaum et al., there was a positive trend of alleviation of PTSD-related symptoms in a clinical study with twenty participants (2010). Psychophysiological evaluation and interviews revealed that all subjects of the experiment “no longer met DSM criteria for PTSD at post-treatment on a self-report measure of PTSD” (Rothbaum et al., 2010).
Current literature on VR reveals that technology could be highly effective for treating numerous combat-related psychological disorders (McLay et al., 2012). Moreover, the application of VR could help with fear reduction, PTSD treatment, stress management in postoperative patients, acute pain reduction during operation procedures, physical therapy, the reduction of body image disorders, functional skill training for patients undergoing motor function rehabilitation or having dysfunctions of the central nervous system including the brain and spinal cord injuries among other disorders (Rizzo et al., 2013).
Conclusion
VR is widely used in almost every sphere of human endeavor. It is an extremely important technology that found numerous applications in science, medicine, entertainment, and even entered the military sector. Numerous clinicians and researchers have already recognized the vast application areas of VR technology in military health care.
Countless clinical trials suggest that VR simulation technology could be used for fear reduction, PTSD treatment, stress management in postoperative patients, acute pain reduction during operation procedures, physical therapy of patients undergoing a variety of painful medical procedures, the reduction of body image disorders, functional skill training for patients undergoing motor function rehabilitation or having dysfunctions of the central nervous system including the brain and spinal cord injuries (Rizzo et al., 2013).
It could be argued that the choice of a systemic review for data analysis is a study design limitation that could have been addressed by combining it with meta-analysis. The study’s future direction could include exploring the implications of cognitive and perceptual dimensions of VR technology.
De Paolis, L., & Mongelli, A. (Eds.). (2014). Proceedings of the First International Conference, AVR: Augmented and Virtual Reality, New York, NY: Springer.
Long, S., & Dhillon B.S. (Eds.). (2014). Proceedings of the 13th International Conference on Man-Machine-Environment System Engineering: Lecture notes in electrical engineering. Heidelberg, Germany: Springer-Verlag.
Luiselli, J., & Fischer, A. (2013). Computer-assisted and web-based innovations in psychology, special education, and health. New York, NY: Routledge.
McLay, R., Graap, K., Spira, J., Perlman, K., Johnston, S., & Rothbaum (2012). Development and testing of virtual reality exposure therapy for post-traumatic stress disorder in active duty service members who served in Iraq and Afghanistan. Military Medicine, 177(6), 635-642.
Motraghi, T., Seim, R., Meyer, E., & Morissette, S. (2013). Virtual reality exposure therapy for the treatment of posttraumatic stress disorder: a methodological review using CONSORT guidelines. Journal of Clinical Psychology, 70(3), 197-208.
Opriş, D., Pintea, S., García-Palacios, A., Botella, C., Szamosközi, Ş., & David, D. (2011). Virtual reality exposure therapy in anxiety disorders: a quantitative meta-analysis. Depression and Anxiety, 29(2), 85-93.
Reger, G., Holloway, K., Candy, C., Rothbaum, B., Difede, J., Rizzo, A.,…Gahm, G. (2011). Effectiveness of virtual reality exposure therapy for active duty soldiers in a military mental health clinic. Journal of Traumatic Stress, 24(1), 93-96.
Rizzo, A. S., Buckwalter, J. G., Forbell, E., Reist, C., Difede, J., Rothbaum, B. O.,…Talbot, T. (2013). Virtual reality applications to address the wounds of war. Psychiatric Annals, 43(3), 123-138.
Rizzo, A., Parsons, T. D., Lange, B., Kenny, P., Buckwalter, J. G., Rothbaum, B.,…Reger, G. (2011). Virtual Reality Goes to War: A Brief Review of the Future of Military Behavioral Healthcare. Journal of Clinical Psychology in Medical Settings, 18(2), 176-187.
Rothbaum, B., Price, M., Jovanovic, T., Norrholm, S., Gerardi, M., & Dunlop (2014). A randomized, double-blind evaluation of d -Cycloserine or Alprazolam combined with Virtual reality exposure therapy for posttraumatic stress disorder in Iraq and Afghanistan War Veterans. American Journal of Psychiatry, 171(6), 640-648.
Rothbaum, B., Rizzo, A., & Difede, J. (2010). Virtual reality exposure therapy for combat-related posttraumatic stress disorder. Psychiatry Report, 12(8), 126-132.
Roy, M. (2006). Novel approaches to the diagnosis and treatment of posttraumatic stress disorder. Amsterdam: IOS Press.
Learning health-associated subjects throughout medical and nursing professional training implies the research and comprehension of a large body of materials and the acquisition of multiple skills and competencies. To improve the learning experience and outcomes, educators and healthcare leaders have strived to integrate new technologies into the curriculum and staff education programs. One of them is the virtual reality (VR) technology, which provides opportunities for simulation training and quick acquisition of anatomical knowledge, as well as psychomotor skills. Overall, the use of VR in the healthcare sector holds both a great promise and multiple challenges. Thus, the present research project will aim to explore them.
Research Questions and Project Parameters
Recent research evidence makes it clear that the VR technology can help healthcare practitioners develop and retain expertise before engaging in practice and, as a result, reduce the chance of error in such technically demanding medial fields as neurosurgery and others (Siu et al., 2016; Suri, Patra, & Meena, 2016). Based on this, the main research question is as follows: what are the benefits of using VR in the healthcare sector? Additionally, it is hypothesised that various organisational factors defining the manner VR is implemented may substantially determine the overall training outcomes. Thus, the second research question is as follows: what are the barriers to effective use of VR in the healthcare sector?
To answer the formulated questions, the data will be collected from at least thirty participants included in trainee and trainer groups that will complete the VR competency curriculum. The objective data will be gathered to inform the exploration of the first question, and it will focus on such performance measures as time, volume, and efficiency of task completion; the number of errors pre- and post-training, and so forth. The subjective data will be gathered to evaluate participants’ perceptions regarding the utility of VR, as well as organisational facilitators and obstacles to its application. The expected timeframe for project completion is eight months.
Research Framework
The philosophical basis for the present research project is the critical realism theory. According to Saunders, Lewis, and Thornhill (2015), critical realism implies that individuals’ knowledge about reality is a result of environmental and social conditioning and, therefore, it cannot be comprehended without exploring the forces involved in the knowledge formation process. Based on this, the research project is intended as a multi-level study aimed to investigate individual, group, and organisational factors.
Additionally, the study will employ the deduction approach aimed to test the proposed theory-based hypotheses. This method will allow finding casual relationships among such variables as VR training completion and practitioners’ skilfulness, organisational barriers and training effectiveness, and so forth.
Research Design
The sequential, exploratory, quantitative design will be utilised in the research project. It will take the form of an experiment because the participants will undergo an intervention (namely, engagement in VR training) yet their outcomes will not be compared with a control group. The study will also include a longitudinal element because its objective is to elucidate a change in trainees’ skills over a certain period.
To collect data, participants’ performance records will be used along with Likert-type questionnaires aimed to capture their perceptions of the intervention and its efficacy. Consequently, the data will be analysed by using both descriptive and inferential statistics tools, including median values for each research construct and regression analysis of variables.
Ethical Considerations
To ensure the ethical integrity of the study, participants will be asked to sign an informed consent form. It will briefly state the nature and purposes of research and describe procedures to which respondents will be exposed. Additionally, to minimise the chance of harm to participants’ identity, the researcher will ensure data confidentiality and anonymity during the disclosure of results. Lastly, the research integrity will be maintained through ethical utilisation of previous findings and appropriate crediting of scholars and scientists whose studies will be referred to during the literature review.
Literature Review
The search for evidence on the topic of interest was conducted through such databases as EBSCO/Academic Search Complete, Science Direct, and Medline/Pubmed. Both qualitative and quantitative studies were selected because they were deemed similarly helpful in guiding the research process and supporting the findings. The inclusion criteria were the publication year (2013-2018), the relevance of the topic of VR healthcare training, and the depth of the conducted analysis.
The chosen studies revealed that VR is more frequently used in surgical training (Siu et al., 2016; Arora et al., 2015; Suri et al., 2016; Bharathan et al., 2016). The main reason for this is the safety and educational challenges associated with performing surgeries by novice practitioners (Bharathan et al., 2016). However, VR can also be implemented for the improvement of non-surgical procedural skills in many medical fields, including cardiology (Biswas et al., 2016; Voelker et al., 2016), gastroenterology (Khan et al., 2018), and others.
Many of the empirical studies demonstrated that the use of VR leads to favourable training outcomes. For example, Voelker et al. (2016) reported a significant improvement in the mean skills score of participants who completed the VR simulation course regardless of an increase in the complexity of the simulated task. Notably, the control group in their study showed a decrease in the mean skills score over time (Voelker et al., 2016).
Bharathan et al. (2013) also revealed that, after ten VR sessions, participants’ dexterity level significantly increased, and it led to a decrease in cognitive load. Similarly, Arora et al. (2015) and Biswas et al. (2016) noted that the completion of VR training programs was associated with a decrease in learning curves due to development of greater experience in trainees. As a result, it becomes possible to reduce time while performing procedures on real patients. Additionally, Siu et al. (2016) noted that because of the potential positive effects of VR technologies on practitioners’ proficiency level, not only can they be useful for developing skills in novice practitioners but also for maintaining skills in the experienced ones.
The findings provided in the located studies make it clear that the success of VR training programs is dependent on various factors. Arora et al. (2014) stated that the ability of repetitive practice and the possibility for modification of task difficulty levels during simulation were linked to better learning outcomes.
Khan et al. (2018) made a similar observation by claiming that “a progressive‐learning curriculum that sequentially increases task difficulty provides benefit with respect to a composite score of competency over the structured VR training curriculum” (p. 3). Along with appropriate training constructs, there must be a supportive learning environment in a setting. For instance, Flower (2015) mentioned that an ongoing dialogue with an experienced teacher allows optimising learning experience and maximising favourable outcomes.
It is observed that in spite of a plethora of potentially positive effects of VR, it has some significant deficiencies. Suri et al. (2016) noted that “none of the simulators has proven to be totally immersive to provide a perfect virtual environment” and often the skills acquired by using VR training may not replicate real-life situations (p. 393). Biswas et al. (2016) also stated that this learning tool fails to help practitioners deal with complex situations involving various psycho-emotional and physiological factors such as patients’ emotional unrest, soft tissue peculiarities, and so forth. These challenges must be considered while designing a VR curriculum to improve learning experiences and outcomes.
References
Arora, A., Hall, A., Kotecha, J., Burgess, C., Khemani, S., Darzi, A.,… Tolley, N. (2015). Virtual reality simulation training in temporal bone surgery. Clinical Otolaryngology, 40(2), 153-159.
Arora, A., Lau, L., Awad, Z., Darzi, A., Singh, A., & Tolley, N. (2014). Virtual reality simulation training in otolaryngology. International Journal of Surgery, 12(2), 87-94.
Bharathan, R., Vali, S., Setchell, T., Miskry, T., Darzi, A., & Aggarwal, R. (2013). Psychomotor skills and cognitive load training on a virtual reality laparoscopic simulator for tubal surgery is effective. European Journal of Obstetrics and Gynecology, 169(2), 347-352.
Biswas, M., Patel, R., German, C., Kharod, A., Mohamed, A., Dod, H. S., … Nanda, N. C. (2016). Simulation-based training in echocardiography. Echocardiography, 33(10), 1581-1588.
Fowler, C. (2015). Virtual reality and learning: Where is the pedagogy? British Journal of Educational Technology, 46(2), 412-422.
Khan, R., Plahouras, J., Johnston, B. C., Scaffidi, M. A., Grover, S. C., & Walsh, C. M. (2018) Virtual reality simulation training for health professions trainees in gastrointestinal endoscopy. Cochrane Database of Systematic Reviews, 8, 1-4.
Saunders, M. N. K., Lewis, P., & Thornhill, A. (2015). Research methods for business students (7th ed). Harlow, UK: Pearson Education.
Siu, K., Best, B., Kim, J., Oleynikov, D., & Ritter, F. (2016). Adaptive virtual reality training to optimize military medical skills acquisition and retention. Military Medicine, 181, 214-220.
Suri, A., Patra, D. P., & Meena, R. K. (2016). Simulation in neurosurgery: Past, present, and future. Neurology India, 64(3), 387-395.
Voelker, W., Petri, N., Tönissen, C., Störk, S., Birkemeyer, R., Kaiser, E., & Oberhoff, M. (2016). Does simulation-based training improve procedural skills of beginners in interventional cardiology?—A stratified randomized study. Journal of Interventional Cardiology, 29(1), 75-82.
Josef Rusnak’s (1999) The Thirteenth Floor is a science fiction movie that has been compared to various recent films. It features Hannon Fuller, a computer scientist who runs a virtual reality of 1937. He intended to share the discovery with his colleague, Douglass Hall but decided to draft a letter since someone was after him knowingly. Fuller left Hall a message on the computer-generated parallel world, and the former was murdered the same night. A bloody shirt was discovered in Hall’s bathroom, and he could not remember where he been the night of Fuller’s murder. In such regard, Hall emerged to be a primary suspect in the murder of his mentor and colleague. When Hall logged into the computer system to find the letter and encountered the unexpected, the truth became harsher than can could imagine. Fuller’s death came at the preliminary stages of testing the new virtual reality (VR) simulation system. In such consideration, this paper conducts a comparative analysis of The Thirteenth Floor and how the concept of virtual reality was developed and is applied in today’s films.
The film has acquired and integrated various elements of alternate realities and virtual technology. The concept of VR is a popular subject in the fiction, movie industry used to trigger imaginations. In Hollywood films, VR technology has aided in the production of movie magic. The subject matter is approached with the 1930’s film noir compared to action and fantasy. For instance, Hall met with Jane, who surprisingly was the estranged Fuller’s daughter, and got into a romantic relationship with her. However, Jane seems to be on a mission of shutting down her father’s invention of the VR system. Hall was arrested and imprisoned after a bartender who witnessed their conversation with Fuller is found dead, but he is then released after Jane provided a defense. Later, Hall cannot find Jane and meets Natasha, who works as a grocery store clerk. He experiments on the VR system as instructed by Fuller in the letter. Hall then drives to an unknown place to realize that the place and everything in it does not exist but is replaced by wire-frame models. In such consideration, Hall understood Fuller’s message on virtual reality since his whole world of Los Angeles 1990s was a fabricated simulation.
After Hall’s situation, more revelations of the virtual world unfold in The Thirteenth Floor. For example, though she participated in the 1990s simulations, Jane exists in the real world. In real life, Jane was married to David, who appears to be behind the killings in the 1990s simulations because he had become jealous of Jane’s relationship with Hall. David also takes control of Hall, murdered Ashton, and attempted to sexually assault and murder Jane before being shot for Detective McBain’s death. The role of Ashton is played by Whitney, Hall’s associate, who kidnapped Fergusson.
Ashton’s consciousness is released after Whitney is killed in a road accident. Hall’s consciousness is also regained after David’s death, where he wakes up to find himself in 2024, connected to a virtual reality system. After disconnecting the VR, Hall finds Jane and his father, Hannon Fuller, who was accused of killing in the original reality. The title The Thirteenth Floor is coined from a real-life computer laboratory where Fuller and Hall worked on the 13th floor of an apartment building. Modern films have integrated the VR concept to use real names, facilities, and places to thrill the audience.
Even though The Thirteenth Floor is compared to films like The Matrix, no connection exists, except for the superficial content. Before Rusnak, no movie had achieved the extent of virtual reality simulation presented in The Thirteenth Floor. Fuller emerged as a groundbreaking computer designer and leader of the film industry’s corporate leader for investing in the VR system that has been broadly applied in the 21st century. The VR system stood for Los Angeles’ realistic simulation of around 1937. Fuller considered himself in a unique position by being hunted in both virtual and real worlds: the simulation and 1999. Sony, the film’s production company, chose such an opportune moment to release it to enhance the use of VR in the 21st century. For such a reason, The Thirteenth Floor was intentionally paced to appreciate the technological transformations even if it had no chance of succeeding in the box office. The movie addressed the rising concerns and interests of science-fiction fans. The Thirteenth Floor has become an ambitious project on VR technology, with a provocative motive that leaves the viewer guessing.
After 20-minute rocky opening scenes, the film grasps the attention of the viewers. Such a technique has been used in modern movies to gain viewers’ interest and proceeds with more intriguing casts. Even though the concept of alternate realities is currently not a new thing, they are fresh in The Thirteenth Floor since it does not follow the common genre bandwagon. Instead, the film continues with non-stop action, explosions, and inimitable effects. A real brain’s involvement within the film cannot be assumed even if it is apparent because it failed to free itself. In such regard, various gaps can be realized towards the film’s conclusion that needs to be addressed. For instance, no character is portrayed in three-dimension or as fully developed. The dialogue and character roles need to be rewritten to improve the experience of the screenplay. For instance, Jane plays a crucial role in the film after Fuller, who seemed to understand the plot disappeared in the beginning scenes (Rusnak, 1999). Moreover, the characters are spending more time transferring their consciousness to resembling counterparts in the VR worlds.
Overall, The Thirteenth Floor is a science fiction movie that showcases a tactile virtual reality to engage the audience, even though it may currently apply as a cliché movie set. For instance, the 1937 Los Angeles is a virtual metropolis that the audience feels like they should leave. Such VR effects have been improved in modern films, such as The Matrix, that the audience finds more comforting to live in due to fanciful visions. The concept of VR was novel in 1990, which made the film influential for science fiction. Through virtual reality systems, Fuller revisits his youth setting in 1937 Los Angeles. Such a mechanism has been used in contemporary to enhance flashbacks or predict the future. However, Rusnak uses various thought-provoking questions and unexpected twists that engage the audience. Even though the storyline malfunctions at some points and becomes comical, it is understood after the characters gain consciousness. In such consideration, The Thirteenth Floor demonstrates a more powerful and memorable cast through the virtual simulation of individual moments and ideas.
Reference
Rusnak, J. (Director). (1999). The thirteenth floor [Film]. Sony.
“More” is an interior design firm which wishes to advance its business by offering its services to luxury clients and focus on creating premium projects. The company has asked us to provide it with possible strategies to attract new clients from the luxury segment. While the enterprise already has a team of talented designers, it certainly lacks in others spheres which have to be improved significantly in order to ensure a steady inflow of high-end orders. Namely, “More” needs to invest heavily in online marketing, embrace modern technological solutions, build a portfolio of high-end designs, and observe and feature trends
Online Marketing and Social Media
The first step “More” has to follow is to ensure that the clients have an opportunity to learn about their existence. Today, the Internet plays a major role in the success of companies, and all businesses striving to be competitive have to establish their presence there. Recent studies show that a holistic approach to online marketing provides both B2B and B2C companies with advantages such as increased brand awareness, sales, and growth in the number of customers (Dwivedi et al. 12). “More,” as a company which seeks to work with both individual clients and large companies such as hotels, will significantly benefit from introducing a proper online marketing and social media strategy.
Technological Solutions
The next recommendation for “More” is to make use of state-of-the-art technology in order to deliver better value to customers. One of the most rapidly advancing technologies today is virtual and augmented reality which offers numerous opportunities to companies working in the sphere of interior design. For instance, A New-York based interior design firm called HOK developed their VR app, which lets users explore virtual spaces (“How Virtual Reality”). Since “More” will focus on high-end designs, it will be able to create exclusive personalized experiences for its clients using VR solutions, thus providing them with an ability to assess potential design options.
Strong Portfolio
“More” is a company which has not yet worked on premium projects, and therefore it needs to build a competitive portfolio featuring expensive designs. It is clear that no clients, especially those allocating large sums, will be ready to pay to a firm which has not yet finished any projects of their own. Thus, “More” has to find its first clients itself and offer its services at a reduced fee to incentivize its customer to work with it. Once “More” has at least one high-end project in its portfolio, the business will receive new clients and will have the ability to charge them at a normal rate.
Responding to Trends
In order to become competitive in the sphere of luxury interior design, “More” must make its projects look modern and trendy. For instance, as research indicates, there is currently a growing demand for eco-friendly interior design compliant with the latest sustainability standards (Celadyn 2). Many clients want to be environmentally responsible and therefore desire to live in spaces which are sustainable. “More” has to satisfy such a demand and develop solutions which are not only aesthetically pleasing but also functional and not harmful to the environment. Similarly, there are numerous other trends, all of which “More” has to consider to be relevant in the luxury market.
Recommendations
“More” is an interior design firm which has to address four key areas in order to start receiving high-end commissions. First of all, “More” has to build its online presence on social media and invest in online marketing to increase awareness about its brand. Then, the company must utilize the latest technology, such as virtual reality, to increase its value for clients. Additionally, “More” must build a proper portfolio and feature actual premium interior-design projects. Finally, the firm has to generate ideas in line with the latest trends to make its designs be in demand.
Celadyn, Magdalena. “Environmental Activation of Inner Space Components in Sustainable Interior Design” Sustainability, vol. 10, no. 6, 2018, pp. 1–12.
Dwivedi, Yogesh K., et al. “Social Media Adoption, Usage and Impact in Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review.” Information Systems Frontiers, vol. 23, no. 1, 2021, 1–23.
Within the past three years the virtual reality industry has been gaining considerable attention through products such as the Oculus Rift and Sony’s Project Morpheus. While there have been various iterations of virtual reality product development in the past, they were considered “clunky” and were lacking in the necessary streamline and user friendly mechanisms that have been incorporated into present day virtual reality technology (Parkin, 2014).
While development kits have been released to the general public and to game and application developers, mainstream user kits have yet to be released. It is with this in mind that this report will analyze the various factors that will most likely influence this industry in the years to come.
Political
With this industry still being in its infancy, it is unlikely that it would have any significant political impact especially when taking into consideration that it acts more as a technological accessory.
Economic
The potential economic impact of the technology is still uncertain since it is still a developing industry that has yet to have any significant impact. While it is true that the production and sale of virtual reality headsets could be in the millions in the future as the technology develops and becomes more acceptable, it cannot be stated at the present whether this can come about since previous iterations of wearable technology such as Google Glass promised the same thing but were unable to deliver on the hype that was generated.
Social
The potential social ramifications of this technology are still uncertain since it has yet to enter into either a niche market or mainstream acceptability. However, there are several possible social implications of the technology that will be discussed in this section. One possible implication is that it will allow better levels of interaction and collaboration between people across great distances.
Through the medium of virtual reality, it would seem as if the person was actually there resulting in people being able to feel a lot more amenable towards interacting with that person.
Aside from this, people that are home bound such as the elderly would be able to explore various virtual environments resulting in them having more fulfilling lives (Psotka, 2013). The potential of the social change this technology can bring about is staggering; however, it is still uncertain whether its current iteration will be able to live up to the hype that it has generated.
Technological
As an industry that is now just getting out of its infancy and is about to enter into mainstream acceptability, it can be stated that this is an exciting time for virtual reality companies. Since they are the first movers into the market which would enable them to sufficient entrench themselves into the local market and develop a loyal consumer base before other companies attempt to emulate their possible success (Herold, 2014).
It should be noted though that the creation of technology based head pieces is not exactly new with one previous iteration coming in the form of Google Glass. This item was meant to streamline the use of Android based applications by enabling consumers to utilize the frames in their glasses. However, after the release of the initial development kits there was little in the way of significant public interest surrounding the device which lead to Google shuttering its release for the time being.
A similar fate could await the virtual reality headsets that will be released by Facebook (the Oculus Rift) or by Sony (Project Morpheus). At the present, the virtual reality headsets that have been created have focused on being peripherals to the gaming industry and have not entered into possible mainstream usability. This casts considerable doubt as to whether or not the burgeoning virtual reality industry will be able to develop sufficient demand for its products (Herold, 2014).
Though, it should be noted that Microsoft has created a proof of concept device in the form of the Hololens which is meant to incorporate virtual reality into mainstream usability via integration into the Microsoft Operating System.
With Microsoft entering into the market with its own products and with multiple other companies such as Samsung expressing interest in developing their own iteration of virtual reality hardware, it can be stated that while the future of this industry is uncertain, there is a considerable amount of promising development that make it seem that it may just become one of the cornerstones of mainstream gadgetry in the future.
Environmental
It is unlikely that the device would have any significant environmental repercussions since it deals primarily with the virtual world which does not have any impact whatsoever on the physical world. One potential application of the technology though would be if it were used to help in urban and environmental planning which would help city planners better map out a city to reduce its overall environmental impact.
Legal
There are no legal issues regarding the creation of this technology and, as such, its creation and sale will go unimpeded.
Reference List
Herold, B. (2014). Oculus Rift Fueling New Vision for Virtual Reality in K-12. Education Week, 34(2), 10.
Making a successful entry into a market for a new firm require a detailed understanding of the market. In this paper, a detailed marketing and financial plan have been provided for Scholar VR that will enable it to achieve success when it starts its operations. The plan looks at a comprehensive analysis of the market, opportunities and threats, appropriate marketing strategy, implementation plan, and evaluation processes needed.
Introduction
Company Background
Scholar VR is a small virtual reality (VR) planning company that has its headquarters in Manchester, United Kingdom. The firm offers VR services for gaming, music, films, food, and tourism. VR technology is increasingly becoming relevant in modern society. Technology is playing a central role in transforming our society and companies, irrespective of their size, are under pressure to embrace the emerging technologies to ensure that they remain competitive (O’Doherty & Einsiedel 2013). VR technology has been around for some time, and it has proven to be an effective way through which firms can plan their projects and general operations. However, it is apparent that although this technology is approaching its maturity stage, many companies are still unable to use it, especially the small and medium-sized companies.
It is, therefore, critical to find ways of ensuring that this technology is made available eve to small firms which are still unable to invest heavily in it (Mihelj, Novak, & Begus 2013). Scholar VR comes up with a product it believes will make VR technology affordable to small and medium companies. The technology will transform the way these firms operate. The firm’s primary market is the United Kingdom. It will target gaming arcades, theme parks, bars, concerts, music festivals, film art students, low-budget film companies, and advertising agencies in the countries. These firms were selected because the nature of their activities requires the use of VR technology, but their low budget makes it almost impossible to embrace the technology. Making this technology affordable will enable them to use it in improving their operations and competing favourably with larger companies.
Company Objectives
This new company seeks to change the approach that companies have taken when it comes to the use of VR technology. This form of technology has been around for some time, and as such, it should be affordable to as many businesses as possible (Stanković 2016). It should not be a preserve for large financially-empowered companies. The following are the objectives of Scholar VR:
To make VR technology affordably to low-mid-end companies within the United Kingdom
To promote the use of VR technology services among small and mid-sized companies within the country.
To ensure that the small and mid-sized companies in the United Kingdom understand the leverage they can get by using VR technology.
Opportunity
Idea Generation
When coming up with a business idea, there must be an opportunity that a firm seeks to tap within the market (Kent 2012). Scholar VR has noticed that there is an opportunity within the market which can be tapped with the right products. Idea generation is often the first step when planning to come up with a new company. This idea was generated when the researcher participated in planning a music festival. During the planning of this festival, we faced numerous challenges that could easily be addressed with the help of VR technology (Madden 2012). It took us a long time to come up with the final plan. The event made the researcher interested in finding ways of making this technology affordable for small and medium companies. A mini-market research revealed that theme parks, gaming halls, film art students, bars, and vocal concerts are other entities that really need VR technology services but cannot afford the current high prices. Scholar VR saw an opportunity in the market worth tapping. It was on this background that this company was created, to provide VR services that small and medium companies can afford to improve their operations.
Further Research
The initial research shows that there is a lucrative market for the products that Scholar VR will be offering in the market. However, it is important to note that the initial research was conducted in only two cities: Manchester and London. However, the management of this company is interested in offering this product in the entire country. It is, therefore, important to conduct further research that is more comprehensive than the initial one that will focus on the entire country (Khan, Raouf & Cheng 2012). The research will look at the appropriate target market that the company should focus on, the nature of products they need most, how to deliver the product to them, and effective promotional campaign platforms that will be used to reach them (Kardaras 2016). The new research should help this firm to come up with a comprehensive business plan that will be implemented once Scholar VR starts its operations.
The Big Idea
Scholar VR will be selling its products to business entities. The initial plan is to target small and medium-sized companies within the United Kingdom. It is important to note that the current players in this industry have ignored this market segment. As such, the initial operational activities of this new company will face little competition (Westerman, Bonnet, & McAfee 2014). It may take a while for the big industry players to realise that we are present in the market and may pose a serious competitive threat in the market. The big idea is for this firm to gain its footing in this industry by targeting market segments that other competitors have ignored (Dörner, Broll & Grimm 2014).
After gaining market experience and revenues that can support its expansions, Scholar VR intends to widen its market scope in future. It will be necessary to expand its operations beyond the borders of the country. After five years of operation, the management believes that Scholar VR will be the leading provider of VR technology services to small and medium companies in the region. Targeting small and medium-sized companies was a strategic decision that was made by the management. The segment is very attractive, not only because other existing companies ignore it, but also the fact that there are numerous companies in the country falling under this category. According to Choi, Dailey-Hebert, and Estes (2016), the United Kingdom has more small and mid-sized companies than large Multinational Corporation. With the right products, this market segment offers this new company opportunity to grow and to become sustainable in its operations.
Feedback from Industry
It will be critical to get feedback from the VR entertainment industry to help the management of this company plan its operations. Once Scholar VR starts its operations, sustainability will be determined by its ability to offer products that meet the expectations of its customers in the best way possible. It means that it will have to adjust its products and product delivery methods in line with the changing environmental forces (Weiss, Keshner & Levin 2014). To do this, it will need to understand the changing tastes and preferences in the market where it operates (Pimple 2013). It will need to maintain close communication with the clients to know what pleases them better and ways in which this firm can improve to serve them better. Within the marketing department, customer care unit will be responsible for collecting the needed feedback. Customers will be capable of communicating directly with the representatives of the firm working in the customer care unit. Any complaints or compliments will be addressed to this unit (Cellary & Walczak 2012). Other than ensuring that issues raised by the customers are addressed within the shortest time and best way possible, the department will also send these complaints and compliments to the relevant departments to ensure that there is continuous improvement.
Market Analysis
According to Khaled (2012), when a new firm is planning its market entry, it is important to have a comprehensive understanding of the market itself. Launching products often involve spending a substantial amount of money. Without a proper understanding of the market, a firm can bring to a halt its operations because of cases such as low profitability, unaffordable operational expenses, inability to meet the demands in the best way possible, or any other market factor that was ignored before launching the product. Closing down operations after starting for whatsoever reason not only leads to loss of resources but also damaged reputation as there will be a failure tag even if the firm will be strong enough in the future to reinitiate its operations. Market analysis helps in understanding the market forces and eliminating any mistakes that may be very costly for the firm.
Market Overview
The market overview is critical in enabling Scholar VR to understand the market concept (Bates-Brkljac 2012). The VR technology market is increasingly becoming relevant for firms, especially when it comes to planning. It enables firms to create a scenario of what is going to take place in the market if a certain decision is made. It creates some kind of a laboratory that helps in predicting how people will act and how their actions will affect the firm. As such, VR technology has become almost a basic tool for planning. However, it is unfortunate that the cost of this technology has remained unaffordable to small and medium-sized companies. Although these companies know that new technology is important in their planning, the issue of cost has forced them to continue using traditional planning tools. This is so because most of the existing companies offering VR technology products have ignored this segment of the market (Yeoman & Yu 2012). There are numerous small and medium-sized companies in the country, which means that there is an opportunity for this firm’s growth. Scholar VR is getting into the market clearly understanding the segment it should target and the forces that it should expect.
Market Trends
Scholar VR must understand the market trends to offer products that meet the specific needs of the customers. Initially, VR technology was very popular for gaming services. However, there is an emerging trend where this technology goes beyond gaming (Huang, Alem & Livingston 2013). It is now used in various other platforms, top of which is planning. An emerging trend where VR technology is actively used in planning activities is becoming common. Companies have realised that this technology can be used, not only in the entertainment sector but also in the field of management and decision-making. It helps in assessing various options that have to be made and selecting the most appropriate ones based on the projected outcome (Chishti & Barberis 2016). It remains a very important aspect of entertainment and plays a critical in modern-day management. Scholar VR must be capable of offering products that can be used in these contexts to ensure that the needs of its customers are met in the most appropriate way possible.
PESTEL
In market analysis, one of the most important factors that must be considered is the external environmental forces. PESTEL analysis helps in ensuring that a firm clearly understands these forces and is capable of aligning its internal operations with them (Jeong, Yen & Park 2014). The political environment in the United Kingdom has been stable since the end of the Second World War. A firm needs a stable political environment where it is assured of security and the rule of law. Handing over power from one regime to the next has always been done smoothly, which shows that the country is one of the leading democracies in the world. Scholar VR is assured that unpredictable political instability is very unlikely in this country. According to Riener and Harders (2012), the leadership of the United Kingdom always has any direct interference in the operations of private companies. It is unlikely that the political class may come up with policies and regulations intentionally meant to hurt operations of this new company. Such a supportive political environment is critical in ensuring that the firm achieves the desired success in the market.
The economic environment is also important to analyse before Scholar VR starts its operations. The economic environment helps a firm to determine the purchasing power of the market and whether the targeted customers will find the product affordable. The United Kingdom is one of the leading economies in the world with a very high per capita income compared with other nations. It has the fifth-largest economy in the world and the second-largest in the European Union after Germany. The country’s economic growth has been impressive after the 2008 Global Economic Recession ended. A report by Westwood (2013) shows that the purchasing power of most of the small enterprises often relies on the financial capability of their owners. This is so because most financial institutions are often reluctant to lend money to firms with no history and lack of collateral (Simakova 2013). The fact that the per capita income in the country is high means that the owners of these businesses can easily get additional funds from family and friends to expand their operations (Baldwin 2016). For medium-sized companies, the financial market in the United Kingdom has been growing consistently. These firms can easily get funds from the financial market to sustain or expand their operations.
The socio-cultural factors may sometimes have a significant impact on the operations of a firm in the market. The purchasing pattern of customers is often defined by the socio-cultural forces (Anumba & Wang 2012). The social environment in the United Kingdom has been influenced largely by emerging technologies. The culture makes it easy for business entities to embrace new methods of operation. They understand that to manage stiff competition in the market. They have to find better ways of operation. They hand to use modern means of planning and VR offers exactly that. With such a mindset in the country, it is easy to predict that the socio-cultural environment in the United Kingdom will act in favour of this new company.
The technological environment is also important, specifically because this new company is a technological firm. The United Kingdom is a first world country where technology defines people’s way of life. The country is one of the main global hubs for emerging technologies (Blascovich & Bailenson, 2012). It means that Scholar VR should be ready to be an innovator in this market to survive. Technology has also redefined marketing and finance activities. Social media marketing through platforms such as Facebook, Twitter, and YouTube has completely changed the approach that firms are taking to promote their products. Technology is also changing accounting activities as firms are under pressure to be precise and timely in managing the accounts.
The global leaders are becoming concerned about the need to protect the environment and ecology has, therefore, become one of the most important factors that may influence the operations of a company. The United Kingdom has been working with other countries globally to ensure that emission of greenhouse gases and other activities that lead to environmental degradation are reduced (Lloyd 2014). The country, working closely with other European Union nations, has come up with policies that regulate the number of greenhouse gases a firm can emit per given time. The activities of Scholar VR do not pose any significant threat to the environment. As such, this firm is sure that there will be no interference from the government or environmental agencies in regard to environmental pollution. However, the management must ensure that it protects its immediate environment by managing wastes properly and engaging in environmental conservation activities.
The legal environment is the final actor in this model that the management of Scholar VR cannot ignore. As Lanier (2015) notes, a firm cannot operate in a lawless environment. The laws and regulations help in determining how a firm relates with its customers, suppliers, competitors, government, members of the public, and other relevant stakeholders. The United Kingdom also has laws that define the process of registering a new firm and how it should operate after registration. The management of Scholar VR will need to ensure that it follows these laws and regulations once it starts its operations to avoid any legal battles.
Perceptual Map
Brand positioning is critical in terms of creating a strong appeal to a specific segment of the market. A perceptual map helps in diagrammatically identifying the position that a firm should target in terms of quality and price. As Wagner (2012) notes, when the price is set very high, then a section of the market may not afford the product, and as such, it will only target the rich. When quality is compromised, then customers- irrespective of their purchasing power- will try to avoid the product. There must be a compromise where the price is set at affordable rates without lowering the quality. In figure 1 below, this company will occupy position E.
Position E was selected because it shows the firm will strive to offer products of very high quality but at relatively lower prices compared with what other firms offer. As Lanier (2015) says, offering clients high-quality products at a fair price is one of the best ways of winning their loyalty. The affordability of the products offered is one of the fundamental premises upon which this company was developed. Blippers offer high-quality products, but at high prices, hence they fall in position A. In position B is Pebble studios, which offers relatively good quality products at fair prices. Vitalis prices its products below market average, but clients often complain about quality, which means that it falls in position C. Among the companies reviewed, none of them falls in position D, a firm that offers poor quality but charges high prices.
Competitor Analysis
It is important to identify one competitor that stands out among the rest and analyse how it operates and the nature of the threat that it poses to our new company. Blipper is the competitor of choice. Founded in London in 2011, Blippers currently offers its products in 11 cities in Europe, North America, and Asia-Pacific. This company has grown very fast, and it is currently offering its services to global brands such as Coca Cola Company, PepsiCo, Unilever, Heinz, Time Inc, Proctor & Gamble, CNN, Forbes, Fast Company, CNBC, and Jaguar among other top brands (Hedengren 2012). Its success is attributed to its team of highly dedicated and skilled employees, understanding and flexible management, and top quality products. Scholar VR seeks to follow the path that this firm has followed to its current glory.
Porters Five Forces
The industry within which this firm will be operating can be analysed using Porters Five Forces. This model identifies five sources of threat that a firm must be ready to deal with in the market. Figure 2 below shows the model.
Figure 2: Porters Five Forces. Source (Aukstakalnis 2015).
The first factor in this model is the threat posed by stiff rivalry among the existing competitors. Scholar VR will face some level of competition in the market despite the unique market segment it has selected. It is expected that some of the leading players in this industry will gain interest in this market segment that they have been ignoring the moment they realise that a new firm is thriving in it. As such, they make the top competitors expected once this company starts its operations. Blippar and Vitalis are the primary competitors that this company will have to deal with because they offer similar products, although their current focus is the multinational corporations within the country. Inition is another competitor that this firm will have to deal with in its operations.
The threat of new entrant is another factor that this company will have to deal with in the market. According to Christensen (2016), the threat of new entrants is often determined by government policies, the level of investment required, and the nature of expertise needed. The government of United Kingdom has often avoided barriers to trade, which means that companies offering the same products can easily operate in this market (Penichet, Peñalver & Gallud 2013). With the emerging technologies, the cost of starting a similar company has significantly gone down, making it easy for other companies to enter this market. The number of IT experts graduating from various institutions of higher learning locally and internationally is also growing. These factors are very favourable to new entrants. It means that the threat posed by new entrants is likely going to increase, and the management of Scholar VR will need to find strategies of managing it.
The bargaining power of the customers can pose a threat, especially in cases where they have the power to dictate the price. Scholar VR’s primary market will be other companies that may need to use VR services in their operations. As Crawford (2015) notes, sometimes organisational buyers may have bargaining power, especially when they have a number of choices to make. It is expected that other new firms will emerge, further increasing the alternatives for these buyers. It is expected that their bargaining power will be strong.
The bargaining power of the suppliers is another issue that Scholar VR must be ready to deal with when it starts its operations. When a firm has a number of suppliers to choose from when planning to purchase a product, it becomes easy to request for better deals from them. However, when the suppliers control the market, then they become the determinant of price in the market. For Scholar VR, it can get its supplies from a number of suppliers, which means that their power is relatively low. However, it is important to note that the current state, in reference to the power of suppliers, may change in case the number of suppliers goes down.
The final factor in this model that the management of Scholar VR needs to understand is the threat posed by substitute products in the market. If the substitutes can meet the needs of the customers just as much as the products of this company would, then they may pose a serious challenge in the market. The main substitute of VR is AR (Augmented Reality). The two products have a number of similarities in terms of immersing the users into the virtual world. However, AR blends virtual reality with real life, making it a very powerful alternative. Scholar VR must appreciate the power of these alternative products and be ready to deal with this threat in the market.
SWOT
Strength and opportunities
After analysing the external environment in which Scholar VR will operate, it is now important to focus on internal analysis of the firm to determine how capable it is to operate in the market. The main strength of this firm is its team of a highly skilled workforce capable of understanding forces in the market and delivering products which are in line with its expectations. The small size of this company also plays a critical role in making it flexible to changes within the environment. The firm can easily adjust its operations whenever it is necessary (Bryan 2014). The market presents opportunities that Scholar VR should take advantage of when it starts its operations. The existing players in this industry have often ignored the small and mid-sized companies by charging very high prices for their products. Targeting this segment will offer this firm an opportunity to grow. The growing size of the country’s economy also means that the purchasing power of this firm’s client is likely going up.
Weaknesses and threats
The firm’s main weakness is its limited experience in this market. More experienced companies that have stayed in this market for a while may have a better capacity to understand market forces and deal with them in a better way than this new company (Rasmussen 2014). The firm currently has limited sources of finance, which is another weakness that may make it unable to conduct a regular comprehensive study. The market presents a number of threats the firm will have to deal with, top of which is the expected competition. The competitive rivalry in the market may make it difficult for the firm to achieve the level of success it so desires.
Brand Concept
Scholar VR will need a very strong brand in the market to achieve the desired success in the market. Customers often associate the brand with the quality it offers. As such, this new company will need to come up with a comprehensive plan that will enable it to strengthen its brand within the United Kingdom.
Business Summary
Scholar VR offers virtual reality services for gaming, music, films, food, and tourism within the United Kingdom. The primary target of this company will be the small and medium-sized companies which need VR services but are unable to afford these products because of the high costs. This company has identified the opportunity that it will take advantage of in this highly competitive business environment.
Mission & Vision
Defining the mission and mission of this company as it seeks to develop a strong brand in the market is critical. The management must ensure that the mission and vision statements reflect its long term goals in the local or even regional market. As Craig (2013) notes, the vision statement makes it easy for the stakeholders to peep into the future by explaining where the firm seeks to be at after a given period. The following is the vision of Scholar VR.
To be the leading supplier of virtual reality services for gaming, music, films, food, and tourism within the United Kingdom.
The mission statement should explain the path that the company is going to take to achieve a set vision for the firm. Based on the above vision statement, the operations of this company will be guided by the following mission statement.
Continuously offer high-quality products to the customers in line with the changing technologies, tastes, and preferences in the market.
The vision and mission statements developed above will enable the firm to overcome challenges in the market and become one of the most trusted VR companies within the country.
Brand Identity
Brand identity will help this company to create a perception among the customers, which is favourable to its success. Creating brand identity may be complex, but when done properly, it creates a permanent image in the minds of the customers that will constantly remind them of the products offered under the brand. The identity should pass a strong and memorable message. The following are critical when developing a brand identity.
Brand name
The brand must have a name that is simple and easy to remember. The chosen name is Scholar VR. The name passes strong messages to the customers. The use of the name scholar is a reminder that at this firm, there is continuous research as the firm seeks to deliver the best to its customers. Using VR as part of its name emphasises on the fact that our main products will be virtual reality services.
Brand logo
A brand logo is also important because it creates an image that customers will always remember every time the brand name is mentioned. Customers will be looking for this image in the market every time they purchase a product from this company.
Brand colours
Brand colours are also important. When developing the brand image, the firm should take into consideration the need to come up with specific colours that will be appealing to the target customers. The chosen colours should help reemphasise the quality of products that the firm will be offering in the market.
Brand slogan
A brand slogan is another factor that the firm should come up with and should clearly bring out what the firm seeks to remind its customers. The slogan must be simple and straightforward. It must pass a message about the brand and its products. Based on the vision and mission statements developed above, the following brand slogan will be used.
Your trusting, caring partner in the VR world.
Brand Essence
Brand essence, according to Ma, Jain, and Anderson (2014), is the heart and soul of a brand that is used across all the category of products in the market. It should be stated in two or three strong words that customers will always remember at all times. The following is the proposed brand essence that the management should consider using.
We are you
The above statement shows that this company is committed to its customers. Its success is intertwined with the happiness of its clients.
Brand Guidelines
The management will need to embrace a guideline for its brand that will make customers develop unique preference towards it (Bauman 2013). The brand attributes should work closely together in passing a message to the audience that products offered by this company are of very high quality. The colour, slogan, essence, and logo should all create an image of a company keen on meeting the needs of its customers in the best way possible.
Strategy
Business Summary
Scholar VR will need to embrace a business strategy that will make it gain a competitive advantage in this business over its market rivals. The firm must be ready to deal with the expected competition in the market. Coming up with a unique strategy will require this firm to start by understanding the forces in the market and how they can be manipulated to achieve the desired results in the market.
Objectives
It is necessary to outline the objectives that this firm seeks to achieve by developing an effective marketing strategy. The following are the specific objectives that this company seeks to achieve using the marketing strategies stated in this chapter:
To gather marketing knowledge in regard to the tastes and preferences of customers within this industry
To come up with strategies aligned to the identified tastes and preferences in the market
To ensure that both strategic and operational strategies embraced by the firm are flexible to the changing environmental patterns
To gain a competitive edge over major market rivals within the United Kingdom
Unique Selling Proposition
The unique selling proposition, also known as a unique selling point or simply as USP, involves making a proposition to the customers about what a brand offers in a way that is superior to other existing brands (Alem & Huang 2012). Scholar VR’s unique selling proposition will be quality and low price. The products that this firm will be offering to its customers will be of very high quality. The firm also promises its customers, through its marketing campaigns, of low prices that can be affordable to small and medium-sized companies. For a long time, VR services have majorly been at the disposal of large financially-empowered companies. However, this new company is going to create a new environment where this technology will also be available to small and medium companies within the United Kingdom.
Risk Assessment
When developing a marketing strategy, the management must have a detailed analysis of the potential risks that the firm is likely to face when it starts its operations (Lipiński & Świrski 2012). Risk assessment makes it possible for a firm to be ready for the possible forces in the market that may affect it in various ways. The biggest risk factor is competition from rival firms. Stiff competition may narrow the market share of this firm, making it difficult to make meaningful profits in the market. Other risks such as inflation, insecurity, changing technological environment, among others, may also have a significant impact on the operations of this firm. The management must come up with a comprehensive plan that will be used to manage these risks.
Target Consumer
The target market for Scholar VR is the gaming arcades, theme parks, bars, concerts, music festivals, film art students, low-budget film companies, and advertising agencies in the countries. The firm target small and medium-sized companies in the above categories because the nature of their work makes VR technology critical in ensuring that they are successful. The segment was targeted because it was revealed through market research that the players have ignored it and instead focused on the big multinational companies. Competition is less stiff, and the growing number of these targeted consumers of our products will create an opportunity for rapid growth. This firm will offer these consumers within the targeted segment’s products that meet their expectations in the best way possible.
B2B Marketing Overview
The targeted customers for this company are business entities discussed in the section above (Dill 2012). The firm will, therefore, employ a business-to-business model of marketing when dealing with these organisational buyers. Organisational buyers tend to differ from individual consumers. They have a relatively huge purchasing power and often buy in bulk. As such, marketing strategies employed must focus on maintaining a close relationship with them. Direct marketing will be one of the best strategies when handling these customers. Sending the firm’s representatives to the management of these targeted firms so that a meaningful discussion and mutually beneficial agreement is achieved will be necessary. The direct contact with the customers will make it possible for the clients to ask for clarification on our product and give their views that will help in promoting continuous improvement. It will also create a unique bond between our company and the clients that it serves within the United Kingdom.
Marketing Mix
When developing its marketing strategies, primary marketing mix elements of product, price, place, and promotion should not be ignored. These elements must be looked at individually and collectively to align company products with market needs.
Product
Scholar VR’s product will be a VR planning service studio for small and medium-sized gaming arcades, theme parks, bars, concerts, music festivals, film art students, low-budget film companies, and advertising agencies in the countries. The product will enable these companies to take a completely new approach when it comes to planning (Zoukis 2014). The product will be installed on the premises of the clients when they purchase it from our company.
Price
Our unique selling point is affordable quality products. As such, the management was keen on offering our clients prices that they can afford based on the needs and nature of their business. The set price is below what most firms offer because the targeted market segment has low purchasing power. The products will range from £ 1050 to £ 2500 based on the needs of individual customers. The set price is affordable to the target market.
Place
The place element is also critical when defining marketing mix elements. Given that the VR planning service studious will be developed at the premises of the clients, this firm will have a team of experts who will be moving from one place to another installing it at the requested sites. Once a customer pays for an order, a team of experts will be dispatched to their sites for the installation.
Promotion
The firm will invest in promotional campaigns to popularise the brand and products of this company. Social media marketing will be an appropriate platform through which this firm will popularise its products. In the United Kingdom, Facebook, Twitter, and YouTube are popular social media platforms that will help Scholar VR to popularise its brand and products. The firm will also use mass media, especially television and radio, as platforms to promote its brand.
Implementation
Internal and Business to Business Communication
When implementing the plan, one of the most important factors will be to have an effective communication platform. Internally, there should be a platform where employees can easily communicate amongst themselves and with the senior managers (Portnoy 2012). Externally, the firm should develop a platform that will enable it to communicate with its customers. Using emerging communication technologies may be necessary as further discussed in the section below. Business to business communication may sometimes be easier than communicating with individual consumers. The marketing department can easily make direct phone calls to organisational customers or even visit their premises whenever it is necessary to make clarifications or pass important messages.
Media Planning
The management should have an effective media planning strategy to enhance communication with external stakeholders. The public relations department will be responsible for non-promotional media relations, especially if an issue arises that may have a significant impact on the public and customers of this firm (Antonelli 2012). The plan should ensure that this company is capable of communicating with external stakeholders in a way that protects its integrity and promotes its brand and products.
Marketing Budget
Marketing activities identified in the above section will require funding. It is, therefore, necessary for the management to come up with a clear budget that will be used in all the marketing activities. The marketing budget is often determined by marketing needs. As a new firm that is just getting into the market, this company needs to invest a lot of financial resources in promoting brand and products of this company. However, limited resources mean that the marketing budget must be planned very carefully. In its strained budget, the firm has set aside £ 250,000 for advertisements in its first four months of operation. As time goes by, more will be invested in this area in a way that is sustainable.
Creativity
When implementing the strategy, another important factor that the firm will need to consider is creativity (Bainbridge 2013). As a new, relatively small firm that is just getting into the market, this firm should be creating in its operations. It should embrace an approach of delivering its products that is unique compared with what other rival firms do in the market. It should use its team of talented employees to develop new products or product delivery methods in the market. Innovation should be highly valued as a way of enabling this firm to achieve a competitive edge over rival firms.
Communication Time Plan
The management should come up with a communication time plan that will be used in the market. The following table shows a guideline that can be used to guide communication activities that the firm will use once it starts its operations.
Table 1: Communication time plan. Source (Developed by author).
Communication Timeline
1stMonth
2ndMonth
3rdMonth
4thMonth
General brand promotion
X
Promoting products
X
Direct contact with clients
X
Feedback and re-communication
X
As shown in the table above, communication activities are clearly outlined, and the time within which they should be carried out is stated in the plan.
Brand and Financial Management
In this section, the focus will be to conduct a comprehensive analysis of the financial plans and expectation and the management strategies that will be used to promote Scholar VR brand in the market.
Sourcing Finance
The primary source of finance for this new company will be the owners. The owners are expected to make financial contributions to the creation and development of this company. The owners may also borrow from friends and family members to help create additional sources of capital in its initial years of operation. However, as the firm gains a reputation in the market, it is expected that Scholar VR will be capable of earning profits which will form an important source of finance. When necessary, the firm will get more funds from financial institutions in the form of loans. In case the company achieves the planned growth, then public offering will be another important source of income when it starts selling shares in the capital market.
Key Start-Up Costs
As Kipper (2012) notes, when starting a new business, it is not easy to have an exact prediction of all the costs that will be needed for the start-up. Some miscellaneous costs often arise that were completely unplanned for initially. As such, it is always advisable to have a budget that can cover unplanned costs. Table 2 below shows the costs which are needed to start operation. The next section will focus on a comprehensive financial analysis of this new company.
User Forecasts: Financial Analysis
Assumptions:
All figures are in GBP (Starling Pound)
This pro forma income sheet and balance sheet are prepared in contribution format.
Contribution income and balance sheet statements break costs down the line items in these statements.
Salaries will vary according to sales and that the company may hire or fire depending on business volumes.
Table 2: Profit and Loss Analysis.
Year 1
Year 2
Year 3
Year 4
Year 5
Total Sales
938,944
1,561,492
1,622,390
1,685,664
1,751,404
Total Variable costs
563,044
601,653
625,676
650,658
676,638
Contribution Margin
375,900
959,840
996,715
1,035,005
1,074,766
Total Fixed Costs
708,276
704,152
705,062
706,009
706,994
Total Income before Tax
(332,376)
255,688
291,652
328,996
367,772
Tax Expense
0
69,035.66
78,746.09
88,828.93
99,298.48
Net Income
(332,376)
186,652
212,906
240,167
268,474
Table 3: Balance Sheet Analysis.
Period Ending:
Year 1
Year 2
Year 3
Year 4
Year 5
Assets
Current assets
Cash and cash equivalents
214762.17
(139079.06)
(452287.09)
(723812.62)
(952566.08)
Inventories
93,350.40
155,584.00
161,651.78
167,956.20
174,506.49
Total Current Assets
308,112.57
16,504.94
(290635.32)
(555856.43)
(778059.59)
Machinery and equipment
42,611
39,542
36473
33,404
30,335
Less – accumulated depreciation
(3069.20)
(3069.20)
(3069.20)
(3069.20)
(3069.20)
Other payable
(80030)
Goodwill
72,0354
1,043,498
1,325,729
1,565,988
Total Assets
267,624
773,332
786,266
800,207
815,194
Liabilities and Stockholder’s Equity
Current Liabilities
Current portion of long-term debt
13,320
13,320
13,320
13,320
13,320
Total Current Liabilities
13,320
13,320
13,320
13,320
13,320
Long term liabilities
Long term debt
86,680
73,360
60,040
46,720
33,400
Total Liabilities
100,000
86,680
73, 360
60,040
46,720
Stockholder’s Equity
Paid in capital
500,000
500,000
500,000
500,000
500,000
Retained earnings
(332,376)
186,652
212,906
240,167
268,474
Total Liabilities and Stockholder’s Equity
267,624
773,332
786,266
800, 207
815, 194
Table 4: Cash Flow Analysis.
Year 1
Year 2
Year 3
Year 4
Year 5
Sources of Cash
Total income
938,944
1,561,492
1,622,390
1,685,664
1,751,404
Capital from owner
500,000
Loan from bank
100,000
Uses of Cash
Cost of raw materials
188,586.66
196,130.13
203,975.34
212,134.35
220,619.72
Depreciation on equipment
30, 69.20
3,069.20
3,069.20
3,069.20
3,069.20
Salaries
348,636
362,581.44
377,084.70
392168.09
407,854.81
Employee benefits
21,887.2
22,762.68
23673.20
24620.12
25,604.92
Utilities
24,000
24,000
24,000
24,000
24,000
Other Fees and Costs
23,473.60
39,037.30
40,559.76
42,141.59
43,785.11
Inventory holding costs
93,350.40
155,584.00
161,651.78
167,956.20
174,506.49
Advertising and marketing
15,000
10,000
10,000
10,000
10,000
Rent
630,000
630,000
630,000
630,000
630,000
Insurance
1,000
1,000
1,000
1,000
1,000
Interest
13,320
13,320
13,320
13,320
13,320
Taxable Income
(423,379)
104,007
134,056
165,254
197,644
Taxes
35,362.51
45,579.17
56,186.37
67,199.03
Add Back Depreciation (Non-Cash Expense)
3,069.2
3,069.2
3,069.2
3,069.2
3,069.2
Net Cash Flows
179,690
71,714
91,546
112,137
133,514
Table 5: NPV Analysis.
Interest rate
9%
Year
Year 1
Year 2
Year 3
Year 4
Year 5
Cash Flow
179,690
71,714
91,546
112,137
133,514
PV factor
100%
92%
84%
77%
71%
PV of cash flow
179,690
65,793
77,053
86,590
94,585
Cumulative PV
179,690
245,483
322,536
409,126
503,711
Net Present Value
503,711
With a positive NPV of GBP 503, 711, it means that the business project is economically viable and should be undertaken.
Table 6: ROI Analysis.
Return on Investment (ROI) indicates the profitability of the business investment. It is computed by dividing the company’s net profit by its total assets for each of the five years. Net profit is derived from the profit and loss account, while total asset figures are derived from the balance sheet. The table below provides a summary of the results.
Year 1
Year 2
Year 3
Year 4
Year 5
Net Income
-332,376
186,652
212,906
240,167
268,474
Total Assets
267,624
773,332
786,266
800,207
815,194
ROI
0
24.14%
27.08%
30.01%
32.93%
Based on the table above, ROI for the business is 24.41% in year 2 and improves consistently over the next three years to reach 32.93% in year 5.
Table 7: ROCE Analysis.
Return on capital employed (ROCE) is a measure of profitability that indicates the efficiency of the business in generating profits from the capital invested. In particular, it indicates how many starling pounds in profit each the capital generates. ROCE = Net operating profit/ Capital employed; whereby capital employed equals to Total assets net current liabilities. From the profit and loss account, we get the net profit figures for the five years. Similarly, from the balance sheet, the current liabilities for the five years are deducted from the total assets figures. The table below summarises the results and the ROCE values for the five-year period.
Year 1
Year 2
Year 3
Year 4
Year 5
Net Income
-332,376
186,652
212,906
240,167
268,474
Capital Employed
254,304
760,012
772,946
786,887
801,874
ROCE
-1.31
0.25
0.28
0.31
0.33
Due to negative net income in the first year of operation, the ROCE for the first year is negative. However, from year 2, the ROCE is positive. For example, in year 2, for each starling pound invested in capital employed, the company generates 0.25 cents of profits. The ROCE constantly improves year after year to reach 0.33 cents in the fifth year of operation.
Ansoff Matrix
The matrix helps in identifying the strategy that a firm should take in the market to make it unique from its competitors. It provides four main approaches that a firm can possibly, and they include market development, market penetration, diversification, and product development, as shown in figure 3 below.
Figure 3: Ansoff matrix. Source (Katina 2013).
Scholar VR has its market clearly defined and as such, market penetration will be the best strategy in its initial years of operation. It will focus on getting more clients for its existing products within the United Kingdom’s market.
Growth Plan
Scholar VR, just like any other new firm, must grow in the market to remain sustainable. The management must come up with a growth plan for the new company. In this plan, the initial focus will be for the firm to penetrate the current market with its products. As its market share expands, the firm will shift its focus to diversification as a way of expanding sources of revenue flow. The next move will be market development where this company will start targeting new regional or even international markets as an expansion strategy.
Operations Time Plan
The following are the specific operational activities that will be undertaken as the firm prepares to initiate its operations.
Table 8: Time plan. Source (Developed by author).
Activity/time
April 2017
May 2017
June 2017
July 2017
Aug 2017
Market Research
X
Proposal Dev.
X
Proposal Approval
X
Test Marketing
X
Commercialisation
X
Evaluation
Objective
The objective of the evaluation process is to ensure that the strategies and planned activities can help in achieving the desired outcome. Through the evaluation, it will be possible to identify areas of weakness and come up with remedies.
Critical Review
Every activity has a set timeline within which it should be completed and goals that should be achieved. There will be a critical review of every activity to determine if the intended goal has been achieved within the desired timeline. Each department will be evaluated independently to ensure that the overall goals and objectives of the firm remain achievable (Kurubacak & Altinpulluk 2017). In these reviews, every employee and every department will be made to understand what the firm expects of them and what they can do to improve their performance (Ndubuisi 2012). Every review must outline strengths and weaknesses at every stage of evaluation so that the weaknesses can be addressed.
Conclusion
Scholar VR is a new company that will be offering a VR planning service studio for small and medium-sized gaming arcades, theme parks, bars, concerts, music festivals, film art students, low-budget film companies, and advertising agencies in the countries. This new company will have its headquarters in the city of Manchester. It will use unique marketing strategies to help it achieve desired success.
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