What do you see as the most important factors in marketing this product: e.g. price, technical performance or other (e.g. support services)? Is this the general view within the industry? What are the key performance parameters required by the market and the performance of the proposed product against these parameters. Who are the key customers in the market, have you approached them and what feedback have you received from them? Are the likely key customers quick or slow to adopt new ideas and technology?
The key marketing factors are:
* Quality story - original and involving.
* Visibility of the product - (i.e. its appeal to the press and general public)
* Novelty of interactivity - the RIG as a fun interface for the MOD community and players
* Clarity of overall concept - (the idea of film as an instrument has to be simple, well executed)
* Quality of support - this is an experience supported by an online community backed up by the developers.
* Simple access - the distribution channels for films and MODs must be straightforward and readily availalbe
The key customers are people who MOD games, people who sample media, and people who share media. Beyond these, the product should garner the attention and hence the custom of wannabe filmmakers and gamemakers. That the product taps into personal creativity and innovation opens the floor for competitiveness and one-upmanshipm and may hence attract the friends of the core customers mentioned above (eg. the wannabe filmmaker invites her friends round to show them her latest mix, and some of them leave thinking of wasted opportunities and how they would have done it better).
The general school of thought within the OSS community is that businesses can flourish on top of free or low-cost technical platforms. This is not the public opinion of the games industry, now dominated by technology over gameplay, but there is evidence to suggest this view is tacitly acknowledged.
The key performance parameters for the product are:
The film market exacts a high standard of scripts and high production values.
The console market demands innovative design and high production values.
The online market requires accessibility above all, the utmost flexibility and vendor independence.
The remixable film proposition is aimed at meeting all the above parameters.
Posted by .M. at October 17, 2003 03:00 PM