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FUTURE
TRENDS
Author: Ta Thi Huong Giang

MKT20031

Proffesor: Tran Thi Bich Hanh

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1. Introduction
COVID-19 might be a milestone of technology development, it can
absolutely renovate how the world works in the future. This pandemic
enhances social distancing and limits the direct contact between
people. This negatively impacts on various industries in the world, shuts
down and restrains all of the industries in the world including aviation
industry and entertainment industry which suffered the most during this
time, especially the movie industry. This can lead to the fact that the
world needs the new methods to adapt to this situation and there are 3
future trends are possibly develop are : online streaming movies
services, low budget film making for movies producers and virtual
reality in movie industry. This report will focus on the virtual reality
technology, analyze how this is a trend including customers segments,
applying “jobs to be done” theory into reality and the suggest
innovation to adapt to this trend.

Virtual reality is not a new technology. It has existed since 1960s (Kieran Fisher,
2018) and in the 90s when the first headset for gaming was invented. This
technology allows the reconstruction of a subject physically through the
digital presentation. This gives customers a whole new experience which is
more realistic but magical. Customers can feel like they are in that movie,
walking into a whole new world with incredible scenes that can’t be true but
they can contact with them in the most realistic way. This experience can be
extremely competitive to traditional movies in the future because it can
boost the customers engagement up which means the sales will increase.
Despite that, virtual reality (VR) still experiences the ethics issues and has
been a debatable topic in many countries. The reason for this is when people
have a strongly emotionally engagement with the virtual environment, they
might lose their touch to the real world. This can cause both mental health
and physical health. Moreover, this can be a social risks when some people
use this to watch “sexual and/or aggressive images” and leads to unlawful

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actions which must seriously take into account (Dhoya Snijders, Sophie
Horsman, Linda Kool, Rinie van Est, 2020)

However, the fact that virtual reality is the future trend in movie industry
is undoubtable when up to 80% of customers are now familiar with VR
and 79% of people who have tried it want the 2nd time (Howie Leibach,
2015). This technology is also attractive to investors as well as general
public especially when Facebook pay $2 millions to buy Oculus VR
company (Victor Luckerson, 2018) following with huge investment from
Google, Samsung, Sony in this field (Korolov, 2014). Microsoft also open
their first volumetric studio in San Fransisco promises to enhance all
forms of creativity and give mixed-reality magical experiences to
customers (Liz Hamren, 2017). Following that, Netflix introduce series of
VR films for example “choose your own adventure” with Black mirror
movie and receive quite a lot of positive feedbacks when conveys
such strong emotions. Positive and exciting comments are receiving
hundreds of likes:

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Film fans are even requesting for the VR of their favorite movies. VR in
films might be more incredible in the future and the movie industry
might be flourish with this technology.
2. Applying the ‘Jobs to be done’ framework
a. Customer profile

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b. Jobs to be done analysis

Jobs to be done framework is designed based on customers
perspective. It forces companies to look at the products as solutions
for customers problems since customers don’t want to buy a
product, they want to buy a solution.

This analysis will focus on Group 1 customer segment with the survey
online with the fans of harry potter react to the VR version of the
movie and received many agreements through likes:
• Functional:
Virtual reality technology is the solution for core problems that
movies fans are facing and people from over the world in
general are facing: social distancing caused by the
expansion of covid 19 pandemic. This technology can solve
the problems:
- People can still watch movies while they’re at home and
even have a magical experiences with VR movies.
- Movies fans can go to their dream world and feel it like a
character in their favorite movie. For example here are the

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comments of Harry Potter fans who watched the VR

version of the movie. Those received hundreds of
agreement through likes and comments:

• Emotional (Personal):
VR also wins customers heart in this segment when provides a
movie-going experience and helps the customers to choose
their own movie ending by reconstructing the story from
beginning. For more specific, instead of being able to see all
of the scenes and always understand what is going on,
customers can be one of the character, interact with others in
the movies and watch the movie in the perspective of the
people who is actually in that situation. Customers cannot
guess the end of the movie or else, they can change things
that they want to make the ending more interesting in the
way that satisfies them. This is such an unique benefits that VR
provides and this is why VR is an attraction to many customers
around the world. In the virtual reality report (2017) published
by Greenlight insights, the study conducted among more
than 2000 US citizens shows that 58% to 66% of people found
such an experience exciting while 53% of reported interest in
VR arcades.
Although the technology is quite interesting and new,
negative opinions are unavoidable. A national research
conducted in 2017 among 2000 US and Chinese residence
shows that “Fifty-two percent of US consumers expressed
some concern with virtual reality, with 23 percent
expressing concern about health, 11 percent about losing

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touch with the real world, five percent about addiction,

and five percent about the technology being too
expensive” (Xing Hang, Carolus, Liyong Wang, 2017).
Customers want to avoid uncomfortable feelings the headset
brings to them as well as expect the reduce of the price but
also keep the quality the same.
• Emotional (Social):
Consumers can be very price sensitive but for people in the
segment, who have the income above average, they expect
something beyond that. A study in the US and China in 2016
reported that 60% of US citizens accept the price of 1 headset
is 400 US dollars while in China, customers are willing to pay
442 US dollars per product (Xing Hang, Carolus, Liyong Wang,
2017). This means consumers want respect from society when
they own the products which is known for an expensive
technological experience. In the meantime, they don’t want
the price is going too far but the quality deserves their money.

c. Forces diagram framework

Group 1 customer segment have

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- Push: The situation of covid 19 pandemic and movie fans

desires to watch new movies and experience the
emotions of watching it.
- Pull: New solution is VR movies. VR movies is the other way
of telling stories and sending emotions as well as messages.
Every VR movies often lasts for 1 to 6 minutes and as they
don’t have time, this is a perfect choice. However, there
are still long movies for fulfilling their weekends.
- Anxiety: Customers are worry about this so new
technology, they wonder if it’s worth the money and time
they will invest in. However, VR is existing for a long time
and this anxiety might disappear and leading to the habit
- Habit : the habit of getting use to the presence of VR in
movies and willing to try its improvements and
developments

3. Innovation concept and forecast

My innovation for this trend is a product designed like a sleep mask that
can tracking our sleep. This product will have 3 functions: tracking the
sleeping loop, meditation for better sleep and lucid dream. This
product has already existed in the market with the beginning price at
$149.9 US dollars named Neuroon Open.

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However, my the innovation is similar but different in the lucid dream

function as it will be replaced by VR movies while we sleeping. This can
be possible if we combine the VR technology with the Smart Glasses
technology which is used to help blind people see the visuals in their
brain by connecting the spot lights in the eyes like when we close our
eyes. The technology will detect the REM / lucid dream state by using
light and stimuli, bring us to the another world. In other words, this
product allows users to go to the dreams that are not built by their own
brain completely but are programmed to look like the scenes from their
favorite movies with some elements are based on their personal
perspective in their brain. This can create the completely realistic story
for users without letting them to know the end. Along with this product
is an smartphone app for users to purchase films they love and to
choose time, the film that they want to be in tonight.

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With such a improvements, the product can solve customers’ problems

who love watching movies while having want better sleep at night by
going on their own adventure. There’s nothing more incredible than
having a chance to go to the world in the movies we love and
become a character their while sleeping. This can enhance the
customer experiences even more while give them the real feeling of
lucid dream state while using VR technology to design the world just for
them.

SIP – CCC framework: Micro environment: Customers and competitors

Firstly, the customers market of virtual reality in the world is quite
potential while it is recognized by most of the people and perceived
interests from old customers. More specific, a recent national study
among 2000 US citizen (2015) shows that 66% of people joined the
interview show interests to VR in movies more than any VR thing else
(Xing Hang, Carolus, Liyong Wang, 2017). This can be the competitive

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advantage of my innovative product when it can give people the

good sleep that they want and at the same time, bring them to their
dreams of the dreams. Lucid dream is the state when we know we’re in
dreams so the loss of touch to the real world can be prevented as
customers know they are in dreams, not reality. This trend have positive
impact on my innovation as it can boost the development and support
it to go to the market.

Second factor is the competitor. The only competitor in this field now is
Neuroon Open with the beginning price at $149.9 US dollars each, the
iBand and the lucidCatcher from the company Inteliclinic which
basically have the same functions. Those products were earned for the
company 200 thousand dollars in revenue and made the company
become likely monopoly in the market (Eliza Strickland, 2017). This is a
potential threat for my innovation. However, their designs are wearable
headbands which can caused the muscles tension, acnes and not-
ventilated skin area which contacts with the product. This can be the
minus point, especially for woman at those age (21-35) when they
starts to care more about their skin. My sleep masks will be designed
with various of holes on the lightest material that stick to the skin for not
preventing the ventilation on the skin.

4. Conclusion
In conclusion, the future trend of the movie industry might be Virtual
reality movies as it will be more convenient and less time-consuming
than the traditional ones. Moreover, the VR technology can reduce
the future costs for movie production and also the costs for audiences
as they can pay directly to the production of the movies and have the
latest and most wonderful experiences. To avoid most of the negative
opinions towards VR, I suggest the Smart sleep masks that can satisfy all
of the customer’s wants and needs and have competitive advantage
compared to the competitor á mentioned above.

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5. Preferences
a. Kieran Fisher, 2018, “a brief history of virtual reality in movies”, Film
school rejects, CNBC, viewed 4th October 2020,
https://filmschoolrejects.com/virtual-reality-in-movies/
b. Dhoya Snijders, Sophie Horsman, Linda Kool, Rinie van Est, 2020,
“Responsible VR protect customers in virtual reality”, Rasthenau
Instituut, https://www.rathenau.nl/sites/default/files/2020-
02/Translation%20VR%20sjabloon.pdf
c. Victor Luckerson, 2018, “Facebook buying Oculus Virtual reality
company for 2 million dollars”, time, viewed on 4th October 2020,
https://time.com/37842/facebook-oculus-rift/
d. Korolov, 2014, Korolov M. (2014). The real risks of virtual reality. Risk
Manag, p20–24.
e. Liz Hamren, 2017, mixed reality capture studio now open, Microsoft,
https://blogs.windows.com/windowsexperience/2017/10/25/midnig
ht/
f. Howie Leibach, 2015, “Meet the customers that will make or break
virtual reality next year”, Singularity hub, viewed 4thOctober 2020,
https://singularityhub.com/2015/12/17/vr-consumer-insights-for-2016-
provided-by-greenlight-vr/
g. Reactions on VR version of Harry Potter:
https://www.youtube.com/watch?v=C-JQrCNKIUY
h. Eric Kohn, 2020, IndieWire, VR Can Be the Film Industry’s Future, but
the Barriers to Entry Are Surreal , Viewed 4th October 2020,
https://www.indiewire.com/2020/06/virtual-reality-could-save-film-
industry-1202234384/
i. Greenlight Insights, 2017 , virtual reality consumer report, viewed 4th
October 2020, https://greenlightinsights.com/reports/2017-vr-
consumer-data/
j. Xing Hang, Carolus, Liyong Wang, 2017, Chinese customers
perception of virtual reality cinemas: some tentative implications for
advertising, p.3-4

k. Eliza Strickland, 2017, Tech for Lucid Dreaming Takes Off—But Will

Any of It Work?, Spectrum, viewed 4th October 2020,

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https://spectrum.ieee.org/the-human-os/biomedical/devices/tech-

for-lucid-dreaming-takes-off-but-will-any-of-it-work

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