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Key Topics
- Requirement
- Solution
- Executive summary
- Issue
- Causes
- Alternatives
- Qualitative Comparison between the Alternatives
- COMPETITIVE ADVANTAGE
- EASE OF IMPLEMENTATION
- FLEXIBILITY
- AVAILABILITY OF RESOURCES AND CAPABILITIES
- ETHICS
- Quantitative Comparison between the Alternatives
- Recommended solutions
- Implementation and implication
- REFERENCES
Requirement
Business Capstone
Video Business Case Report (20%) [Individual]
For this paper, Students will act as an independent professional business consultant reporting to senior managers of the companyconcerned. Students are expected to provide informed and robust advice to this business client. A sophisticated understanding of the critical aspects of this Video Business Case needs to be demonstrated. A succinct and high impact report is expected.The report is expected to be <2,000 words, including an Executive Summary (<300 words) but excluding References.Introduction, table of contents and appendices are not required and will not be marked. Assignments exceeding the 2,000 word limit will be penalised 10% of the total mark for every 100 words over length.This report is based on Adobe you have to write this report as a consultant to the company
Issue
https://www.youtube.com/watch?v=AqXRrrrnZlk&feature=youtu.be
Cause:
https://www.youtube.com/watch?v=AqXRrrrnZlk&feature=youtu.be&t=52s
Solution
Executive summary
Adobe was founded in 1982 by J. Warnock and Geschke. Adobe is bringing a change in the world by providing digital experience. The document, creative and marketing solutions accredit everyone from the surface artists to the brands of global in order to catalyze the digital creations and provide them to the right person at the best time to get the desired results. The company uses document cloud, creative cloud, and marketing cloud in order to deliver best solutions to the clients. But the company is facing some issues in order to grow and expand and is unable to return the value to the shareholders. The main issue will be discussed in the report further, the causes of the issue("Adobe: Creative, Marketing And Document Management Solutions" 2016). Further, the decision criteria will be developed in order to select the best alternative from the given alternatives by qualitative alternatives that includes competitive advantage, ease of implementation, ethics, flexibility and availability of resources and capabilitiesand quantitative alternatives includes profit, cost, return on investment, market share and cash flow. Further, the desired solutions will be recommended in the report then the implications and implementations of the solutions with realistic suggestions will be given at the end of the report.
Issue
The issue of the Adobe South East Asia is the captured market. The company wants to return the shareholder's value as the other successful companies. But the company is not growing because of the captured market and the managing director of the South East Asia Adobe, Stephen Hamill, believed that this issue is even bigger than expected. The company is facing this issue from the last 20 years and the ethical issue is lack of integrity and trust between the Adobe and customers because the customers are not getting the best solutions according to their desire. The technology which the company used to overcome the main issue of captured market gave more rise to this ethical issue which is impacting the decision making process of the Adobe as well. The managing director is worried that how the company will shape up because they are continuously failing in order to eradicate this problem. The company is incurring huge losses by implementing various solutions in order to overcome this issue.
Causes
As the problem was bigger than expected, the Adobe used the buyer technology for the saturated market in order to provide solutions to the customers. As the digitization of content, information is modifying the process of buying technology. It is a costly affair to get access to the software. The company failed in this as the people were not able to use the technology because they were not able to afford it or they didn't want to use it. The company spent a huge amount in bringing the software of buyer technology to the market. But the company failed in doing this, and this gave more rise to the problem of captured market. The people who were buying the software were not able to access it because of the technicality in the software. The company was doing every possible thing to overcome the issue but whatever they were doing that was impacting the company negatively and gave more rise to the issue of captured market.
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Alternatives
Adobe should understand their customers before developing and implementing any strategy. Instead of using buyer technology, the Adobe should have used another strategy in order to overcome the issue of captured market. Some of the alternatives are as follows:
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Real time data integration
The Adobe should start using the real time data integration as the company will be able to streamline the data sharing of the video to the customers in a wide variety which will also help the Adobe to improve the operations of the business. This will help in delivering the data of large volumes to the customer. People who will be sharing the data will be able to control the sharing of video based on the desired triggers (Gal, Avigdor 2015). -
Metrics of the quality of experience
This will help in knowing the impact of the quality engagement, time which will be spent, etc.(Nguyen et al., 2012). This will help in getting a clear vision in order to view the videos, and this will also help in collecting the data which will occur due to buffering, the errors will be easily identified and eradicated (Balachandran et al., 2012). Metrics of the quality of experience will help in developing the higher engagement of the viewers. The problem of captured market would not have occurred which is troubling the Adobe from past 20 years. As the market is saturated, the metrics of the quality of experience will help in engaging the customers at a fair cost. -
Enhancement to acquisition tracking of mobile app
With the mobile apps, it will be easy to measure and track the acquisition, and the activity can be easily downloaded. The URL dynamics can be built, and the data can be collected on the reports of affiliate traffic. Therefore, this will help the customers to easily track the acquisition and download the various activities. This technique is also having the feature of push messaging which contains personalized notifications in order to engage the customers and retain them (Li et al., 2014). This technique will help the customers to measure the metrics for discovery and success. Therefore if the company would have used this technology, then the problem of captured market was not there. The Adobe would be able to shape up and return the shareholder's value to them like other successful companies. -
Over-the-top analytics
The analytics should use the over the top analytics in order to offer a standardized dimension of apps and videos for the connected devices of over-the-top. This will help in getting a view of the engagement of content. This will also help in learning the behavior of the viewer which will maximize the opportunities for the monetization of ads (Kokaram et al., 2015). Therefore, the Adobe should have used this technique in order to grow, and there would have been no issue of captured market.
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Place Your OrderQualitative Comparison between the Alternatives
The alternatives which are recommended in the report above have some common points of qualitative comparison. The points of qualitative comparison include- flexibility, ease of implementation, resources, and capabilities which are available, ethics and competitive advantage.
COMPETITIVE ADVANTAGE
Real time data integration
(alternative 3) Sending the videos to the customers in a wide variety by streamlining the data sharing.
Metrics of the quality of experience
(alternative 1) Identify the quality of engagement, identifies the issues in error and buffering and eradicate them resulting to customer engagement and competitive advantage.
Enhancement to acquisition tracking of mobile app
(alternative 2) Easy to measure the acquisition and download the activity and provides personalized notification which will help Adobe to provide best solutions to the customers at the right time with increased business value.
Over-the-top analytics
(alternative 4) Usage of devices will increase the content engagement
EASE OF IMPLEMENTATION
Metrics of the quality of experience
(alternative 1) Adobe will not require many changes in order to implement this.
Enhancement to acquisition tracking of mobile app
(alternative 2) There will be some changes required as the software is needed in order to track the acquisition but will be less costly.
Real time data integration
(alternative 3) It is easy to implement, but it has fewer advantages as compared to the alternative 1 and 2 for Adobe.
Over-the-top analytics
(alternative 4) It will be very costly to implement as the IP connected devices will be required but it will provide standardized dimensions of the app.
FLEXIBILITY
Metrics of the quality of experience
(alternative 1) Adobe will be highly flexible as the changes can regularly be made with ease.
Enhancement to acquisition tracking of mobile app
(alternative 2) Adobe will be more flexible with this alternative
Real time data integration
(alternative 3) Adobe will be less flexible as compared to alternative 1 but has various benefits.
Over-the-top analytics
(alternative 4) Adobe will be less flexible as the devices will be required to be regularly updated.
AVAILABILITY OF RESOURCES AND CAPABILITIES
Metrics of the quality of experience
(alternative 1) Less money will be invested as the only software will be developed, and the current resources will be required accordingly.
Enhancement to acquisition tracking of mobile app
(alternative 2) The money will be spent on the marketing managers as they have to make promotion plans and strategies in order to make the customers learn about the tracking of acquisition.
Real time data integration
(alternative 3) The money will be invested on the staff in order to increase their efficiency.
Over-the-top analytics
(alternative 4) More training will be given to the engineers in order to handle the devices regularly. More money will be required in their training.
ETHICS
Metrics of the quality of experience
(alternative 1) Adobe can transform the changes easily and ethically.
Enhancement to acquisition tracking of mobile app
(alternative 2) The changes will be made ethically to some extent only as a lot of transformation will be required.
Real time data integration
(alternative 3) The changes will be ethical to some extent.
Over-the-top analytics
(alternative 4) The changes will not be ethical for the staff and customers.
Quantitative Comparison between the Alternatives
The alternatives which are recommended above in the report have some points of quantitative comparison. The points of quantitative comparison include return on investment profit, cash flows, market share, and cost.
Highest Value 2nd Highest Value 2nd Lowest Value Lowest Value
Metrics of the quality of experience (Alternative 1) Enhancement to acquisition tracking of mobile app (Alternative 2) Real time data integration
(Alternative 3) Over-the-top analytics
(Alternative 4)
Profit • The earned profit will be shared with the shareholders, customers, staff and the managers of Adobe.
• The earned profit will be shared with the shareholders and the customers to some extent.
• The profit will not be shared by anyone. But the staff will get compensated.
• The earned profit will completely belong to the Adobe.
Cost • Only basic cost will be required in implementation
• Some additional cost will be required.
• More than the additional cost will be incurred in the implementation.
• Additional cost will be required in order to train the staff to handle the devices.
Return on Investment • Required to share the shareholders like the competitors.
• Doesn’t require to share the profit with anyone.
• Employees will get the share to some extent along with customers.
• Adobe will only keep the share.
Market Share • High
Competition. • Relatively low Competition. • Low
Competition. • No Competition.
Cash Flows • High
Competition and profit will be shared with shareholders and employees and customers.
• Relatively low Competition and profit will be shared with customers and shareholders to some extent.
• Lowest Competition and not profit will be shared.
• No Competition and the profit will be kept by Adobe.
Recommended solutions
From the decision criteria, it has been concluded that in qualitative comparison the alternative 1 is easy to implement and it is also flexible to use and transform and it can implement with the help of available resources ethically as compared to the other alternatives. According to the quantitative comparison, the alternative 4 has the highest value, and the alternative 1 has the lowest value as shown in the table because in alternative 1 the profit is divided among shareholders, staff and customers. Being an individual, I would like to suggest that alternative 1 is the most suitable for Adobe because it has many advantages and easy to implement with less cost as compared to other alternatives.
Implementation and implication
The company should look at the given recommended alternatives in order to overcome the problem of captured market. If the Adobe does not take the recommendations seriously, then the company will not be able to shape up for the next 20 years as well. The alternative 1 will help in identifying the impact of the quality management and will help in identifying the issues of error and will eradicate them by providing content engagement to the customers. The other recommended alternatives are also beneficial but being an individual’s opinion the alternative 1 is most suitable for the Adobe.
REFERENCES
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"Adobe: Creative, Marketing And Document Management Solutions". 2016. Adobe.Com. http://www.adobe.com/.
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Balachandran, Athula, Vyas Sekar, Aditya Akella, Srinivasan Seshan, Ion Stoica, and Hui Zhang."A quest for an internet video quality-of-experience metric." In Proceedings of the 11th ACM Workshop on Hot Topics in Networks, pp. 97-102. ACM, 2012.
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Gal, Avigdor. "Big data integration." In Keynote speech at international conference on open and big data (OBD 2015). 2015.
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Kokaram, Anil, Regis Crinon, and Nicolas Catania. "OTT (Over-The-Top) in 2015." SMPTE Motion Imaging Journal 124, no. 6 (2015): 65-68.
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Li, Muyuan, Haojin Zhu, Zhaoyu Gao, Si Chen, Le Yu, Shangqian Hu, and Kui Ren."All your location are belong to us: Breaking mobile social networks for automated user location tracking." In Proceedings of the 15th ACM international symposium on Mobile ad hoc networking and computing, pp. 43-52. ACM, 2014.
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Nguyen, Le Thu, Richard Harris, and Jusak Jusak. "Analysis of networking and Application Layer derived metrics for web Quality of Experience." In2012 IEEE Consumer Communications and Networking Conference (CCNC), pp. 321-325. IEEE, 2012.
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