Nubs mba group management project team
Identifying target Segments
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- Navigate this page:
- Evaluation of individual segments
- Usability-> Portable
- Usability->Desktop
- Market Research->Static
- Market Research-> Dynamic
- Academic Research -> Psychology
- Academic Research->Medical
Identifying target SegmentsFactors for evaluating segmentsThe suitability of each segment will be evaluated mainly on two dimensions: Market segment attractiveness and Company capabilities (Hooley, 2008). The market segment attractiveness will be evaluated on the basis of following factors: Market Factors: Size, growth rate, life cycle stage Competitive factors: Degree of differentiation, quality and intensity of competition, Economic and Technological factors: Investment required, margins, technology utilisation, barriers to entry and exit Business factors: Bargaining power of clients and suppliers, regulations The second dimension i.e. gauges the company capabilities depending on the following parameters: Current Market Strength: Exploitable resources, unique market offerings Economic and Technological position: Relative costs, capacity utilisation and technology Management: Strength, marketing and sales ability, level of integration Evaluation of individual segmentsThis section will evaluate the segments using the factors identified in the previous section. These factors have been weighed based on data presented in the environmental analysis and also using the research findings from interviews and web based questionnaires. Usability-> PortableThis segment is highly attractive in terms of segment size and segment growth rate. As per AIMIA, mobile internet revenue is expected to reach $360 million by 2011. As per IDC, by end of 2009 the number of 3G mobile phone subscribers in Australia would have exceeded the 2G users putting the number around 12 million. However, Realeyes is currently unable to conduct eye-tracking studies for handhelds due to lack of suitable hardware. Usability->DesktopAs per ABS survey (2008), Australia’s ICT services sector generated $25 billion in 2006-07. Considering that big companies like Oracle already have their own eye-tracking teams, it shows growing importance of eye-tracking in user interface design amongst software services firms. With so many software applications based on Windows and Mac being developed in Australia, Realeyes should target desktop applications. Web usability is currently the most popular segment in terms of market size and forecasted growth rate. Also, barriers to entry are low. In terms of capabilities, Realeyes is perfectly equipped to tackle this segment. As per a recent Nielson Online study (2008), Australians are spending more time on the internet than they are watching television. The anticipated growth in online activities by 2009 is as follows: 
Table 31 - Anticipated growth in online activities in Australia Australia’s gaming industry was worth $140 million dollars in 2006-07 (ABS, 2008). This segment was projected to grow at close to 10% each year. There are close to 50 gaming companies located in Australia (most of them in and around New South Wales) including leading games developer EA sports. This segment is moderate in size but has good growth potential. However, there may be barriers to entry as some of the companies might already have their own eye-tracking teams. Also, Realeyes might have to work on their analytical tools to generate reports for games. At the same time, there is not much outside competition in this segment.
Market Research->StaticPackaging is a very old application of eye-tracking that generally employs a large sample size. Even though Realeyes have the software capability for undertaking such a study, the hardware used by Realeyes (T60 and T120 monitors) may not be suitable for a packaging related eye-tracking study. The same is the case for in-store displays and outdoor advertising. The reason is that the shelf layout or outdoor poster under study might be physically larger than the 20” Tobii – T120 screen. Thus, it will need to be scaled down to fit the screen. If the clients can be convinced then these are viable segments in terms of size. The Australian outdoor advertising revenue is estimated to be around $450 million AUD (ABS, 2008). Realeyes have already proven expertise in Print media related eye-tracking studies. They are also probably the only company equipped to conduct studies for newspapers and magazines involving close to 100 samples within a short duration. It may prove challenging to convince the print media to undertake an eye-tracking study due to power exerted by marketing and advertising agencies and also publication houses. However, the $ 9 billion AUD revenue generated by this segment should be an incentive to target this segment. Ideally, one would look to develop long-term contacts with the print media considering that there is high chance of repeat business. The Gadget Design is a new concept developed by the NUBS team in order to help create awareness about eye-tracking. For example, Realeyes can conduct short demonstration eye-tracking studies about newly launched products like mobile phones, cars, digital cameras, etc to identify the features that hold the viewers’ attention. These results can be compared with the list of features that are expected to hold viewers attention and the comparison results can be published in websites or magazines to create awareness about benefits of eye-tracking. Similarly, even multiple product comparison studies can be published. Market Research-> DynamicDigital Advertising: Australian expenditure in 2008 on digital advertising (AIMIA Digital Services Index, 2008) was as follows: 
Table 32 - Expenditure on digital advertising and media services in Australia By 2009, their digital advertising spend is forecast to touch $3 billion AUD. This makes it very attractive in terms of expected growth and low entry barriers. The price consciousness of this segment is compensated by large volume of business. Also, Realeyes is highly skilled in handling these kinds of studies and delivering results in a very quick time. Similarly, the television advertising sector is also very large considering the $3 billion AUD revenue expected to be generated by end of 2009 (Sinclair, 2009). However, Realeyes is yet to prove its capability in conducting eye-tracking studies when it comes to video. Also, entry barriers may be high considering the limited number of broadcasters but again there aren’t many competitors in this field. This can be set aside as one of the segments to look at in the future. Academic Research -> PsychologyResults of most of the eye-tracking studies are interpreted with the assistance of psychology. Also, close to 70% of revenue for eye-tracker manufacturers like Tobii comes from academic research. This is an interesting segment considering the high importance given to eye-tracking in Australian academic research. Off late, lot of attention is being given to studying works of art like paintings and sculptures with the help of eye-tracking. As these are mainly static studies, Realeyes is already equipped to explore this segment. It is difficult to determine the size of this segment but it always helps if you have good relations with the academic segment. There is also growing interest in analysing human perception of complex film scenes. It may be a good opportunity for Realeyes to assist in such academic projects and use it to build their competence in analysing videos. Academic Research->MedicalSome time back, Realeyes was involved in a study conducted to try and link the activities of the brain to the eye-movement. There have also been efforts to linking eye-movements with measuring emotions. Experts say this may be the future application areas of eye-tracking. It will do Realeyes no harm if it takes part in studies like this so that it is prepared to offer its services whenever they are commercialised. Download 4.93 Mb. Share with your friends:
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