Document Type

Closed Project

Publication Date

Winter 2017

Instructor

Sule Balkan

Course Title

Technology Marketing

Course Number

ETM 555/655

Abstract

2015 marked the release of the Samsung Gear VR, a new and innovative VR headset which used a Samsung Galaxy smartphone to power the VR experience for users. Users could plug their phone into the headset, and enjoy virtual reality games and videos. 2016 marked the first full year of availability for the Gear VR, and the year was further highlighted as the first in which global box office sales were topped by mobile game revenues. We’re currently on the forefront of the digital VR market, and competition is about to heat up. Companies have been receiving significant investment capital for the development of VR and AR innovations. The past year also saw Gear VR achieve unit sales of 4.51M which brought it up to market parity with the longest available and most affordable VR headset to date, the Google Cardboard. While some remain skeptical of the long term potential of VR, we have outlined a plan to capture 80% of the mobile VR market with the Gear VR in the next four years, increasing it by 10% year-over-year from its current 48%. Market research performed by Goldman Sachs indicates that the VR market will surpass $13B USD by 2020, and video games are just one of nine segments identified for development. The video game segment alone ($6.9B USD) is expected to make up 52% of the market, with engineering and healthcare applications coming in second and third at $1.5B and $1.2B respectively. Because of these estimates, and due to the fact that the video games segment is predicted to hold a majority of the share through 2020, our marketing plan is focused on capturing as many mobile gamers as possible until then. Past 2020, a new plan would need to be developed if other segments are identified. Beyond the financial objective of increasing market share 10% year-over-year; nonfinancial goals of tracking customer satisfaction, customer loyalty and mobile engagement have been selected as well. Satisfaction and loyalty will be tracked with voluntary customer surveys, while mobile engagement will be tracked through data obtained from each device, tracking the number of uses per month along others. The marketing strategy as well as the marketing mix, needed budget and controlling plan with we will aim to position the Samsung Gear VR as the exclusive Oculus powered mobile VR headset are included. Gear VR offers users a complete ecosystem that can put VR technology within easy reach for gamers. Furthermore, with its wide FOV Samsung Gear VR provides gamers with a superior FOV at a competitive price to allow users to explore new VR worlds.

Description

This project is only available to students, staff, and faculty of Portland State University

Persistent Identifier

http://archives.pdx.edu/ds/psu/21498

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