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Strategy Innovation Management
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- University Of Winchester (UoW)
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SIM ReportSpace-O Technologies (2019)
,Table of Contents
Introduction...........................................................................................................................................1
Research................................................................................................................................................2
Analysis..................................................................................................................................................4
Strategy...............................................................................................................................................15
References...........................................................................................................................................16
Appendices..........................................................................................................................................25
Appendix 1...........................................................................................................................................25
Appendix 2...........................................................................................................................................26
Introduction
Innovation management concerns development of new and improved products or services, business
models and processes that incorporate creativity aspects (Tidd and Bessant, 2013). Ghost Trail
Augmented Reality (AR) app creation is the main goal for this project. The main purpose is to
1
, promote and educate about historical Winchester building 'God Begot House' which is listed as
heritage grade II and rumoured to be haunted (Historic England, 2017). Restaurant chain Ask Italian
(2020) now rents the building for food services, therefore the aim is to make restaurant more child-
friendly and promote prolonged family visits. A short-term objective is to have a completed Ghoul
Hunters app prototype by the end of a semester with AR enhanced experience (Bart and Pujari,
2007).
The rapidly growing AR market is forecasted to reach $18 billion of value by 2023, this disruptive
tech will increase the perceived added value by engaging visitors to learn about the historic place,
play animated games and receive discounts for Ask Italian meal orders (Statista, 2020). Therefore,
according to Kirton's Adaptation-Innovation Theory this project tends to be highly innovative that is
challenging conventional thinking and providing radical solutions (Bobic et al., 1999).
In addition, competitive advantage is achieved by utilising knowledge, experience and technological
skills when creating novelty in services (Tidd and Bessant, 2013). Therefore, this report will
investigate a business case with particular focus on market research, innovation analysis and strategy
implementation.
Research
In 2018 the Department for Digital, Culture, Media and Sport’s sectors were worth £268 billion. The
creative industries are growing increasingly due to UK's focus on digital and tech sector, adding
32.9% increase to the economy since 2010 (Department for Digital, Culture, Media & Sport, 2018).
This is a huge market opportunity as timing is just right and business software investment is rising as
well as annual growth in app development since 2015 has increased by nearly 24% in UK sector (TED,
2015 and Thomas, 2020). As shown in map below, the most established businesses in this industry
account for 24.4% in South East, including Winchester (Thomas,2 020). The users for mobile AR are
also on the rise, forecasted to reach 2.4 billion by 2023 (Statista, 2020). Therefore, the demand for
AR incorporated apps is mainly driven by the technology advances and smartphone ownership
(Thomas, 2020).
2
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