From idea to product : implementation of a mobile, interactive TV service / von Manuel Gusterer
Verfasser / Verfasserin Gusterer, Manuel
Begutachter / BegutachterinTownsend, Janell D. ; Townsend, Janell
Umfang64 Bl. : Ill., graph. Darst.
HochschulschriftWien, Techn. Univ., Master Thesis, 2014
Schlagwörter (EN)interactive / mobile / digital / tablet / television
URNurn:nbn:at:at-ubtuw:1-64546 Persistent Identifier (URN)
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From idea to product [2.86 mb]
Zusammenfassung (Englisch)

This thesis provides an overview of key factors involved in the successful research, development, and implementation of an interactive approach to mass broadcasting in the form of television on mobile devices. A conceptually grounded foundation is presented as the basis for a multi-purpose solution allowing for variations in practical application based on alternative contexts; this will maximize the likelihood of successful execution as the service based product evolves to commercialization. This thesis, therefore, comprehensively investigates the product development process dimensions, as well as several inherently synergistic applications in a broad variety of industries. In order to accomplish this effectively, theoretical frameworks from different functional business areas, especially marketing and information system management are integrated. A focal point from perspective of Marketing disciplines is the investigation of the business potential of such an innovative concept as well as the market research required in order to successfully define and place such a service or product. As another key point of interest, the potential product value chain is analyzed for both B2B as well as B2C models. Within the resulting constraints and boundaries, the managerial and technical considerations for such a large-scale implementation in the domain of Information Technology are worked out and described in detail. Specific emphasis is given on the choice of project management methodology and the corresponding impact on the actual product or service development.

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