Question 1

Samsung introduces new B2B display solutions

Samsung Electronics Singapore has announced its newB2B(business-to-business) display solutions which may be used for a variety of environments, including schools, retailers, offices, airports and hotels. It says that the solutions are smarter, better customised and differentiated.

Taking into account the ongoing need for collaboration, communication and information consumption all in real time, Samsung's display solutions provide businesses the ability to deliver differentiated experiences by integrating new formats, channels and solutions. The company's goal is to help more brands unlock the benefits of digital signage and make the transition from static signs to dynamic digital messaging. Samsung has a wide variety of display monitors that meet the various needs of customers, from high-end displays with state-of-the art technologies and features, to entry-level ones with simpler design and functionality. As a total display solution provider, Samsung also offers management software to better cater to the B2B display market that has transcended from being a simple hardware purchase to a total display solution market. These management software include the Samsung Smart Signage Platform (SSSP), an integrated platform for digital signage that eliminates the need for external media players, and the Samsung MagicIWB.

GEMS World Academy (Singapore) became the first international school to fully integrate the Samsung MagicIWB (Interactive White Board) solutions in all their classrooms. The solution removes the need to use single-brand devices, enables teachers to integrate a wide range of student devices, and makes classroom collaboration easy and fun. David Edwards, the school's principal added: "The high level of interaction enabled by Samsung MagicIWB fits well with our teaching style. It allows a seamless learning experience as students and teachers move from working on their devices to effectively displaying content on the e-boards."

The Samsung MagicIWB solution is a software package consisting of three components that transform how information is presented in the classroom. The MagicIWB (Board-i) is a software that transforms a touchscreen display into an interactive device. The MagicIMS (Interactive Management Solution) is a tool that enables educators to invite attendees, conduct votes and give exams. Files can be easily transferred from the display to individual devices for information sharing. Lastly, the MagicIMS Agent is an application which allows attendees to select a class to attend, submit a question to the presenter and share files.

(Adapted for academic purposes. Samsung introduces new B2B display solutions, by Amit Roy Choudhury, The Straits Times, 28 July 2014, page 40)

(a) Discuss the product classification of Samsung's total display solutions which encompass the MagicIWB software tools as well as the physical display monitors. Give relevant examples to support your answer. (7 marks)

(b) Discuss the likely type of buying situation that GEMS World Academy (Singapore) was faced with when it purchased the Samsung MagicIWB solution. Examine the buying

decisions involved in such type of buying situation. Give relevant examples to support your answer. (15 marks)

(c) Analysethree (3)possible factors which may affect the speed of adoption by customers of Samsung's total display solutions. (12 marks)

(d) In the targeting process, a firm may decide to apply undifferentiated marketing, differentiated marketing or concentrated marketing. Discuss which type of targeting Samsung is likely to be using for its total display solution. (6 marks)