Document Type

Closed Project

Publication Date

Winter 2013


Charles Weber

Course Title

Technology Marketing

Course Number

ETM 555


With traditional TV and the internet merging faster than ever before, more and more people are using mobile devices, including cell phones, tablets and laptops, to watch streamed content online. The need for connecting these mobile devices to bigger screens, TVs, is forming a considerable market for the streaming-to-TV devices. PLAiR is a Wi-Fi enabled HDMI dongle which enables a mobile device user to beam the content to the TV screen through a HDMI interface. PLAiR is the only device in the market which does not restrict the users to a particular device or a particular operating system since it is designed to work with any type of device regardless of the OS. This marketing plan proposes to explore the potential market for the PLAiR. The report evaluates the overall market size and then identifies target market and potential customer segments. The plan further analyzes customers’ value drivers and their compelling reasons to act. Additionally, the plan provides a brief competitor analysis to gauge the competitive environment. The plan concludes by proposing strategies related to the positioning, distribution, promotion and pricing of PLAiR.


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