Realeyes performs data collection, analysis and creates reports for its clients. However, it does not provide recommendations to improve usability of media. Almost, all other companies provide recommendations by default. Realeyes is a specialised eye-tracking service provider as opposed to the rest who a bundle of services like user centred design, digital strategy, web analytics and others. Realeyes – Master of Eye-tracking? Porter (1985) provides generic strategies: Cost leadership, Differentiation and focus. The wide bundle of services offered by most of the rivals can be looked upon as ‘Jack-of-all’ approach. Considering the core competence of Realeyes is in eye-tracking, it must look to promote itself as a master at eye-tracking. This would mean taking the focus approach for eye-tracking service. Within the focus, it can not only achieve cost focus because of its low operating costs but also achieve differentiation focus as it conducts highly quantitative studies with large sample sizes. By being focussed, there is also a possibility of creating an uncontested market space called Blue Ocean (Kim and Mauborgne, 1999) for Realeyes in Australia. Based on the competitor analysis (6.3.3), all the firms including Realeyes were rated on a scale of 1 (Low), 2 (Average) and 3 (High) on Y-axis against various parameters like sample size, level of specialisation in eye-tracking services, average duration of projects, etc on It can be observed from the following graph that if Realeyes (blue line) prices its services lower, it remains almost unchallenged on almost every other parameter thereby creating a blue ocean for itself. Figure - Blue Ocean for Realeyes Evaluation of Hypothesis on Positioning (H2) We deduce from the analyses that the hypothesis is supported partially, since it was concluded that low-price offering while positioning as a master of eye-tracking thus carving a niche for its services based on its qualities of uniqueness discussed earlier, would help Realeyes create a Blue Ocean for itself in the Australian market. Having decided upon the positioning of Realeyes as a specialist eye-tracking service provider, the next section will look at entry-mode strategy.
17. you talk about key stakeholders who add value to your business? James Long term clients, Tobii, Partners 18. Do you Realeyes could add value to your business by partnering with you and complementing your services? James Yes, if they can provide global brands as clients who are interested in providing products and services relevant to the Australian market. 19. Do you think eye-tracking applications will change in future? Yes, once eye movement is coupled with other part of the human body (neurology) 20. What is the role of psychology played in Eye-tracking? James Teaches you scientific methods to discuss eye tracking technology. Summary of Interview with Cinnamon Pollard Interviewee profile Cinnamon Pollard: Partnerships and Marketing Director of Livewire.org.au. Livewire is an online community that is part of Starlight, Australia and is a not for profit organization. Email: cinnamon.pollard@starlight.org.au
Tel: 02 8425 5968 Website: http://livewire.org.au Interviewed on 19th June, 2009 at 8.00 am (UK Standard Time) Interviewee is a possible competitor/partner Questionnaire and Responses Corporate Identity What trends are affecting your marketing strategy and how is the company anticipating them? Cinnamon Livewire is protected in the short term with government funding. However, the parent company Starlight, Australia has been affected by the recession and has been forced to cut down on marketing expenses What are your main products and services? Cinnamon Livewire is an online community aimed at 11-21 year olds who are suffering from illnesses like cancer, leukaemia, etc. Through what channel(s) does the company mainly sell its products or services? Cinnamon Online channels: Optimized search engine Google Ad words Free advertising through content partners Not for profit organizations provide links to registration pages of Livewire Direct marketing program include people going to hospitals for signing up kids. Captain Starlight Livewire on wheels Mobile Applications Are any of your stakeholders involved in your marketing campaign? How does the company currently communicate with them? Cinnamon Government and Starlight participation need to be acknowledged in all promotions. How does the company’s existing marketing/sales channel (web-pages) support the company’s vision? Cinnamon Encourage people to donate and give time to livewire. Livewire is hoping to become a umbrella brand in future Current Situation Who are your (key) competitors? What key features of your website differentiate you from your competitors? Cinnamon No direct competition. Targeted at niche audiences like children suffering from illnesses
technological changes. Australian ICT sector has close to 25000 firms generating revenue of close to $90 billion and employing around 240,000 professionals. Social Origin Australia is a mix of distinct of established traditions and new influences. Its original inhabitants were the Aboriginal and Torres Strait Islander people. They are known to have one of the world’s oldest cultural traditions. There is evidence that they have been living in Australia for close to 50,000 years. The rest of them are migrants who arrived in Australia from 200 odd countries. The first lot of migrants came mainly from Europe. They were followed by migrants from Middle East, Asia-Pacific and Africa. Culture Australians are said to be the hardest-working people in the developed world. They are mostly informal with their workplace colleagues and generally call each other by their first names. They prefer to queue up while waiting to be served. Also, being on time for meetings is crucial. Australia is an egalitarian society. This means that there are no class distinctions and there is equal opportunity to everyone. If one is committed and hard working then he can realize his dreams. Australians love their sports. In spite of having a relatively small population, they excel in many sports like rugby, cricket, hockey and several others. The government uses sports to build active and healthy communities. Not surprisingly, English is the national language. However, there are more than 200 different languages spoken in Australia. Italian, Greek, Mandarin and Arabic are the other popular languages. Australia respects and accepts cultural diversity (Cultural Diversity, 2008). Facts Australia’s current population is over 21 million. Most of the Australians prefer to live in big coastal cities like Sydney, Melbourne, Brisbane, etc. The women (50.6%) outnumber the men (49.4) in Australia by a small margin. Interestingly, more than 40% of Australians were born outside or have at least one parent who was born overseas. Technological Tech Australia Australia’s Information and Communications Technology (ICT) industry is the 11th largest in the world and also the 4th largest in the Asia-Pacific region. This sector includes businesses providing computer and telecommunications services as well as hardware sales and service. The ICT sector has played a key role in Australia’s economic growth. Some of the leading areas of work in this sector include software development, networking, e-commerce and gaming. A number of multinational ICT firms have their regional headquarters for the