MM5009 Strategic Decision Making and Negotiation
Case Framework
What we'll discuss in this video
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Orientation Driving Forces Scenarios and Option Integration
Narrative Creation Consideration
MM5009 Strategic Decision Making and Negotiation
Ubiquitous
Scenario A:
Army of Interfaces
Implications: Options
Digital displays are set up in Develop high quality AR public
public spaces screens
Messages on screens are Acquire shares from DCPs to be
personalized centrally by Digital involved in the centralized data
Platform Providers ecosystem
Proliferations of Screens
Screen is seen as inexpensive Diversify range of screen feature
hardware products and products
Developers become more Cultivate internal developer
essential for IoT-based services team in Samsung Data System
Media
Consumption Dominant Driver of Screen Usage Functionality
Limited
MM5009 Strategic Decision Making and Negotiation
Ubiquitous
Scenario A:
Army of Interfaces
Implications: Options
Digital displays are set up in Develop high quality AR public
public spaces screens
Messages on screens are Acquire shares from DCPs to be
personalized centrally by Digital involved in the centralized data
Platform Providers ecosystem
Proliferations of Screens
Screen is seen as inexpensive Diversify range of screen feature
hardware products and products
Developers become more Cultivate internal developer
essential for IoT-based services team in Samsung Data System
Media
Consumption Dominant Driver of Screen Usage Functionality
Implications: Options
New connectivity and sensor Maximize interconnectivity
developments between devices to bridge
The overall number of outdoor transitions from conventional
screens diminishes screen into AR/XR use in daily
OEM can gather data life
Data regulations increasingly Utilize data to develop an
strict ultrapersonalized experience
AR/XR usage in daily life thrives Monitor regulation changes
Scenario B:
My Personal Assistant
Limited
MM5009 Strategic Decision Making and Negotiation
Ubiquitous
Scenario A:
Army of Interfaces
Implications: Options
Digital displays are set up in Develop high quality AR public
public spaces screens
Messages on screens are Acquire shares from DCPs to be
personalized centrally by Digital involved in the centralized data
Platform Providers ecosystem
Proliferations of Screens
Screen is seen as inexpensive Diversify range of screen feature
hardware products and products
Developers become more Cultivate internal developer
essential for IoT-based services team in Samsung Data System
Media
Consumption Dominant Driver of Screen Usage Functionality
Implications: Options Implications: Options
High-end screens & hardware Focus product development on New connectivity and sensor Maximize interconnectivity
are preferred cutting-edge hardware developments between devices to bridge
Strict regulations & concerns Entertainment & media-oriented The overall number of outdoor transitions from conventional
about data management over function-oriented screens diminishes screen into AR/XR use in daily
VR glasses could access social Start bridging the transition and OEM can gather data life
media connectivity between handheld Data regulations increasingly Utilize data to develop an
Competition in product devices and VR/XR devices strict ultrapersonalized experience
differentiation Push premium products rather AR/XR usage in daily life thrives Monitor regulation changes
than budget-conscious products
Scenario C: Scenario B:
Escape from Reality My Personal Assistant
Limited
MM5009 Strategic Decision Making and Negotiation
Scenario D: Ubiquitous
Scenario A:
Source of Distraction Army of Interfaces
Implications: Options Implications: Options
Improved economies of scale Price-based marketing strategy Digital displays are set up in Develop high quality AR public
have significantly lowered Differentiate the screen public spaces screens
screen prices products for a variety of function Messages on screens are Acquire shares from DCPs to be
Screens found in city centers, such as screen buttons personalized centrally by Digital involved in the centralized data
shop windows, and building Build alliances with media & Platform Providers ecosystem
Proliferations of Screens
facades advertising companies Screen is seen as inexpensive Diversify range of screen feature
Advertising and media pollution Still market the products as hardware products and products
Quantity over quality in terms of quality product, remind the Developers become more Cultivate internal developer
hardware sales consumer of opportunity cost essential for IoT-based services team in Samsung Data System
Media
Consumption Dominant Driver of Screen Usage Functionality
Implications: Options Implications: Options
High-end screens & hardware Focus product development on New connectivity and sensor Maximize interconnectivity
are preferred cutting-edge hardware developments between devices to bridge
Strict regulations & concerns Entertainment & media-oriented The overall number of outdoor transitions from conventional
about data management over function-oriented screens diminishes screen into AR/XR use in daily
VR glasses could access social Start bridging the transition and OEM can gather data life
media connectivity between handheld Data regulations increasingly Utilize data to develop an
Competition in product devices and VR/XR devices strict ultrapersonalized experience
differentiation Push premium products rather AR/XR usage in daily life thrives Monitor regulation changes
than budget-conscious products
Scenario C: Scenario B:
Escape from Reality My Personal Assistant
Limited
