its424 iheretv report

Ihere.tv Project report Ihere.tv consulting team

Tanakom Muangsakul 5122790124 Strategy Analysis [email protected]

Chayut Bhamornsuwan 5122790645 Project Manager [email protected]

Chattanon Saekow 5122792864 Marketing Analysis [email protected]

Thesis Denchartphan 5122790306 IT Management [email protected]

Jinnawat Pinchai 5422800433 Collector & Complier [email protected]

Submit to

Dr. Saprangsit Mruetusatorn

13/09/11 Ihere.tv Project Report 2

Table of Contents

EXECUTIVE SUMMARY ....................................................................................................................... 4

Background of the business ............................................................................................................. 5

The structure of ihere.tv ........................................................................................ 5

Business process & Marketing Activities ................................................................. 6

Applied Information Technology ............................................................................ 6

Analysis of Source of Revenue ............................................................................... 7

Outstanding Point of the business Model ............................................................... 7

Major Key Success Factor ....................................................................................... 8

Business analysis and planning ....................................................................................................... 8

Ihere.tv Website Statistic ........................................................................................ 8

Comparison with other company ........................................................................... 9

Analysis of ihere.tv information and its strategic ................................................. 11

Market segmentation ....................................................................................... 11

Target marketing ............................................................................................. 11

Market position ................................................................................................ 11

SWOT Analysis ................................................................................................. 12

Business opportunities ..................................................................................... 12

Trend Analysis ................................................................................................. 13

PEST Analysis ................................................................................................... 13

Marketing Plan ................................................................................................. 14

Strategic Planning ............................................................................................................................... 15

Problem and solution analysis ............................................................................. 15

Porter’s five-force model ...................................................................................... 16

Strategic Organization ...................................................................................................................... 17

Strategic initiation ............................................................................................... 17

Vision Statements ............................................................................................ 17

Mission Statements .......................................................................................... 17

Scope of Strategy ............................................................................................ 17

Strategy Formulation ........................................................................................... 18

Corporate Strategy ........................................................................................... 18

Business Strategy ............................................................................................. 19

Functional Strategy ......................................................................................... 19

Strategy Implementation ...................................................................................... 22

Strategy Assessment ........................................................................................... 23

Balance Scorecard ........................................................................................... 24

Business Goal Assessment .............................................................................. 25

Reference .............................................................................................................................................. 26

APPENDIX ............................................................................................................................................. 27


Table of Contents (cont.)

Project Work Plan ................................................................................................ 27

Glossary ............................................................................................................. 28

Team Project’s resume ........................................................................................ 30

Questionnaire ..................................................................................................... 31

Slide Hand Out .................................................................................................... 35


Executive summary Impression to research

From growing up of Internet and online media broadcasting trend, we

can see that there is a high competition in online media broadcasting. From the

high competition of this market, ihere.tv have to work harder on planning to

earn more market share. So in this research, we will establish the guideline of

ihere.tv strategy to sustainable and business continuity.

Objective Studying how they have been doing businesses and enhancing business effectiveness in many possible aspects such as solving current issues, expanding its business opportunities, creating more profits, enhancing productivities of business process/management, etc. by means of applying Information Technology and E-Commerce Technology

Method and Methodology First of all, We analyze the business background to know the ihere.tv by

apply the tools or model such as SWOT, PEST, Marketing plan, business

opportunity and etc. then finalize the information that we gained.

After that we analyze the competitor to know the rival and finalize the

problem and solution. Then we use the information that we gained to guideline

the ihere.tv strategy.

Finally, We do the strategy assessment for analyze the project possibility. And

also provide the business goal assessment for monitor the project result.

Result of the research After we done all the analyze process, we already gain the strategy and

solution from the strategy organization process. And the solution already related

to all problem of the ihere.tv. And from our assessment we provide the strategy

assessment and the business goal assessment to monitor our strategy.

Effect from the result of this research This research can benefit in the financial and the development of

information technology management.


Background of the business Ihere.tv is free online media broadcast channel, which has many varieties of programs that attack to different group of consumers. Ihere.tv is the entrepreneur that works pure play on the Internet. Every video, sound clip are posted on their website. The main income of Ihere.tv is come from the advertisements selling. ihere TV use B2B plan to sell the advertisements and banner on their page. The advertisements will show in video clip or banners.

The advertisement revenue model is work well on Ihere.tv because of

different variety of their programs. The Organization that want to advertise on

Ihere.tv has chance to select the programs that match to their needs.

The main program of Ihere.tv is Joh-Kao-Teun (เจาะขาวต้ืน). Joh-Khao-Teun

is about talking of news and situation. Ihere.tv change the traditional boring TV

programs like news talk to be the modern one by using good character guy to

introduce the topic and put some joke on news. Ihere.tv is change the boring

programs to look more interesting and bring more young blood guys to watch

and keep more attraction to politics news. Any other programs of ihere.tv is

about cooking, face make-up for lady, joke etc. All of this made Ihere.tv is one of

the strongest online TV channel in Thailand.

The structure of ihere.tv

Business Name & URL

Types Types of Presence Business Types (Product & Service)

Ihere.tv B2C, B2B Pure Internet

Online media


Business Processes & Marketing Activities

• Overall Business Model and Transaction Processes

Ihere.tv is working pure play on Internet. They broadcast their programs

only on www.ihere.tv. They use 2 business models on their business. Ihere.tv is

working like the middleman who brings customer and seller to be together at the

center point. They use B2C to their customer, they provide their exciting

contents for free and this thing is bring their business more attractive to other

organization who want cheaper advertising channel. Ihere.tv use B2B to sell their

advertisement to other organization. Because they have many of different

contents that attack to different group of watcher so that means they have many

different channel for other organization that is interested to Ihere.tv too.

• Marketing Activities

Ihere.tv use different kind of contents that match to different group of

customer (both watcher and advertiser). They use up to date situation, news,

well-known people and independent guys to present their contents. Another

thing that made Ihere.tv become famous is Viral Marketing. Because of social

network life of present’s people, they use like button of www.facebook.com on

their fan’s page that make them to be interesting channel. The most important

thing that made Viral Marketing to working well for Ihere.tv is quality of the

contents. There are many of people watching their contents and tell the other

about how good is it. All of these are things that made Ihere.tv to keep their

customer and it still growing up.

Applied Information Technology

Ihere.tv use many of Information Technology applied on their site. In

CRM they have form for customer to give them suggestion. They use social

network to advertise their site. Another part is video streaming they use their

own video streaming program on their site and upload it mainly on social

network.


Analysis of Sources of Revenue/Expenditure

The main revenue for Ihere.tv is from the selling of advertising and

banner on their site and video.

Outstanding Points of the Business Model

The outstanding points of business model that implemented to Ihere.tv

can divide to 2 parts. First is B2C, customers of Ihere.tv are in different group of

age and gender. Ihere.tv has much kind of contents that match to different

group customer. Second is B2B, Ihere.tv has different kind of advertisement that

other organization can select the most attractive channel for there organization.

Major Key Success Factors

From both business models that implemented to Ihere.tv, we can see that both of

them are have relation together. We can see that other organizations are interest with

Ihere.tv because of number of the customer of Ihere.tv that have many different kind

and cheap price. The main thing that can keep both of customer and other organization

to interest with Ihere.tv is quality of the contents. The quality of the contents will make

Viral Marketing work well and bring Ihere.tv to have more customers and then more

other organization interested.


Business analysis and planning

Website statistics

UIP: 12,429, USS: 17,783, PV: 54,774 (26/08/11)

Average Visitor Time: 00:10:10

Enter from search engine to ihere.tv: 3,614 times

Traffic Rating = 6 - 7.5 is means approximately views 10,000 - 100,000

per day.

Popularity Rating = 5 - 7.5 is means UIP (Unique IP) more than 1000 per day.

Content Rating = 5 – 8 is means the content of website is quite good

(Measuring from Average Visit Time).

43% 36%

18% 4%

0% 10% 20% 30% 40% 50%

Primary School to Junior > Junior high school to

bachelor's degree > bachelor's degree

Education

62% 38%

0% 50% 100%

SEX Female

Male

41% 33%

16% 2%

0% 10% 20% 30% 40% 50%

12 to 17 18 to 23 24 to 35 36 to 55

Age


The statistic of monthly unique IP, unique session and page views of

Ihere.tv from Truehit.net (08/2010 to 07/2011).

Comparisons with other company

Voice TV is a new breed of cross-platform media company that creates and distributes contents, which inform, enrich, and inspire the new generation. Voice TV believes in two-way communication and our fully integrated television broadcast channel and online platform along with social network such as Facebook and Twitter make that possible. We want to be the place for knowledge and trend where the new generation can freely express their opinions within their community.

Why we comparison with VOICE.TV? “ Voice TV ” is one of the biggest online media broadcasting channel of Thailand. They come with their vision that “We are the most modern Internet TV of Thailand”. “Voice TV” is coming with many kind of variety, news, politic and entertainment contents. The best part that we select this channel is because they are in front of us in many ways.

Using the Monthly


Comparisons with other company’s statistic

UIP: 34,988, USS: 53,071, PV: 102,477 Average Visitor Time: 00:07:19

Enter from search engine to ihere.tv: 28,802 times

Traffic Rating = 6 - 7.5 is means approximately views 10,000 - 100,000

per day.

Popularity Rating = 7.5 - 10 is means UIP (Unique IP) more than 10,000/day.

Content Rating = 3 - 5 is means the content of website is quite good

(Measuring from Average Visit Time).

**

The comparison of monthly unique IP, unique session and page views

between Ihere.tv and Voicetv.com from Truehit.net (08/2010 to 07/2011).

Better than Ihere Lower than Ihere Using the Monthly


Analysis of Ihere.tv information and its strategic • Market segmentation

- Geographic: As we see that today Internet speed is support to the social media content such as hi-speed Internet and 3G. Our target is people who live in hi-speed Internet area and also use smartphone.

- Demographic: Age: Ihere TV content match with teenager within approximately 15-35 years old.

- Psychographic - Lifestyle: - Love to spend more time in an online world.

- Have an opinion that the traditional TV is out date.

- Social class: Middle class.(can spend for hi-speed internet or 3G) - Behavioral

- People who always need new differentiation especially the entertainment media consumed. So more fresh of contents or never have before will make more interesting.

• Target Marketing - Teenager and worker who need different variety media

channels such as mimic politic in different opinion but still have the benefit.

- Suitable for people who need information but do not want too much serious.

- Provide animation and design match with target group lifestyle such as animation.

• Market position


SWOT analysis

Strength

- Ihere.tv is such a good place for people to stay update and online. It can give

you a convenient way to access the news via networking.

- Low cost for producing contents.

- Ihere.tv is on the right track of doing this kind of business as the trend of

people gather in online world is increasing.

- Have different kind of contents for customer to select

Weakness

- Amount of capital of Ihere.tv is not much like another big Free TV channel in

traditional world.

Opportunities

- Easy for today life.

- Customer can access the contents anytime they like.

- The rising of Internet user that bring more interesting for advertising of

another company on our site.

Threats

- The competition from other website can effect directly to the income of

Ihere.tv

- The online media broadcast channel like Ihere.tv is illegal in some countries.

Business opportunities

• Customer - Trends: ihere.tv is catching up in nowadays trend that is an

online society trend. People spend more time in an online world.

- Market: Online is become powerful and vast market in nowadays.

- Reaching: Easy to reach to the customer and can reach directly to target group across the online society e.g. social network.

• Competition - We are leader in market share. - First mover and product leader. - We have customer loyalty that causes the competition hard to

follow.


Trend Analysis

Growing Of 3G and Mobile Device.

From the growing up of 3G and mobile device in Thailand, this case will

offer ihere.tv to be in the next step of Online TV broadcaster. As we can see that

there are too many of company are introducing new generation of

communication and portable device like Smartphone and Tablet. This situation is

changing the world in to another face because people can get access to Internet

easier. So, we have to catch the world if we want to be the leader by gives the

user more comfortable. We may build mobile site that will let the user has more

comfortable experience while watching our contents.

PEST Analysis

1. Political

- From getting stronger of Thai Cyber laws, the concentrate of contents will

be the problems if we produce the contents that may harmful for social in the

meaning of laws.

- In other hand, stronger of cyber law will protect our site from being

hacked by anonymous guys.

2. Economic

- Growing of business has direct effect on our income. The number of

organizer will increase or decrease is up to the situation of economic. We will

in touch with it to maintain our revenue.

3. Social

- Globalization world is the main topic that why we have to develop our site

to be in the trend.

- The contents that we are going to present must be acceptable by the

social. Because our point is to be the leader of online broadcaster

4. Technology

- Technology will help our customer to access our site easier. So, we have to

in touch with it to implement and applied it in the right way to our site.


Marketing Plan

• Marketing plan 4Ps - Product: The video clip use popular people or star so it easy

to be widespread in social. And quality of video clip is good. Interface of website ihere.tv is easy to use and more colorful so that is attractive the people to view website. And the name ihere.tv is ambiguous word so that easy to remember and more attractive the people. The content is about mimic politic, new style cooking, men lifestyle or making up for women.

- Price: ihere.tv expects to maintain or lower price of their advertising service.

- Place: First, ihere.tv is place at social network (YouTube) then they established their own website and also provide for mobile but less focus on.

- Promotion: always provide low cost for their advertising service and give high effective.

• Marketing Strategy - Differentiation Strategies: maintain different product and

always adjusted or additional design by their own style for sustainable and not easy to match.

- This will build brand loyalty. • Pricing Strategy

- Penetration pricing: offer low price to earn more market share then increase price.

Measurements indicator

- The number of viewer - The number of customer - The number of advertising


Strategic planning

Problem analysis

Problem Solution

-Incoming concern -Selling of souvenirs and also the subscription of SMS

from Ihere.tv

-Difficult to bring attraction to new

customers

-Focus on word of mouth marketing which is based on

social network channel

-Customers hardly find suitable

programs to watch

-Develop AI that can help to suggest particular video

to the member users

-Found that customers mostly would

like to view Ihere.tv from the website

and also on the mobile devices

-Implement more technology into electronic devices

such as Ipad, Iphone, PC Tablet. It’s reachable to

online network.

-People don’t trust Ihere.tv to do

theirs personal transaction likes

blogging

-The certificate of trust from government should be

implement into website to make Ihere.tv more secure

-Member users don’t know what the

program will be shown next from

ihere.tv website

-Programs schedule will be made up

-Quality of broadcast streaming

video and voice isn’t at the good

standard level

-Many quality of broadcast streaming are available

depend on the user’s internet connection

-Unhappy members can switch

his/her attention to other new-

comers broadcaster channel

-Arranging of special event, playing game are ought to

be considerable to maintain customer relationship.


Porter’s five-force model

The threat of the entry of new competitors

TV online is good income so many new firms try to entry this business. And the cost of investment is not too high so that easy to get into this business. Moreover because this is online media so it is very easy for access the content so it that make new entry to this business. And because of we use star to making clip so this is advantage of our business that over newcomer. The brand loyalty is the one reason that ihere.tv is very popular and have many fan club so it hard for new coming to entry this business.

Bargaining power of buyers

Now in TV online business is growing up so that has many new competitors so the customers have many choices and certainly that influence our business. So the revenue will decrease because of the market share. This main idea in this business is sale advertising. So it has many factor that bring the customer come to buy our advertising such as quality of content topic or the quantity of buyer increase so that the cost will increase.

Bargaining power of suppliers

We are sale advertising. Cause of buyer come to buy advertises is number of visitor or quality of website so our supplier is in video clip because we produce our video clip by ourselves.

Rivalry between established firms

The competitor that influence to our business is VRZO Zaanetwork Munzzz.tv because the target group is same age And VRZO is the same market position. In addition to that munzzz.tv use the sexy video for attract the visitor that not have in our website. And our cost of advertising is not too high if compare with VRZO, Munzzz or Zaaa network.

Threat of substitute products

New competitors can enter your market. If they see that you have a profit.

And forces you to reduce the cost. And the competitor will improve the quality of

the content better than our clip so that will attract the visitor or share the buyer

that buys our advertising.


Strategy Organization

Strategy initiation

Vision statement The ihere.tv is produced the non-stop differentiation of media to

protected and enhance its characters of the leader in funny online media channel

and to locked in all Thai’s teenager for our brand loyalty.

Mission statement To serve Thai’s teenager viewer the best quality of differentiation relax

media with the up-to-date situation. Traditional perspective will not occur in

ihere.tv.

SWOT Analysis On Project Report, Page 12

Scope of strategy To enhancing business effectiveness in many possible aspects based on our competency and value proposition for effectiveness such as

• Expanding its business opportunities based on trend. • Creating more profits from alternative revenue model • Wider range of product. • Increasing the quality of product and service while production costs

increase slightly. • Enhancing productivities of business process management. • Develop the human factor to use technology more efficient and worthy.

By means of applying Information Technology and E-Commerce Technology

First mover

Make first impression to customer and establish strong brand to lock-in

customer and partner. But have to aware of second wave of competitor will

eliminate though innovation


Strategy Formulation Separate to 3 strategies levels:

1) Corporate Strategy: A comprehensive strategy and indicates the overall

strategy. And direction of the organization that Organization will develop into a

particular direction. And to allocate resources to each unit of the organization.

BCG Model

Portfolio Map

Ihere.tv is considered in STAR on BCG Model that is mean high in market share

and market growth. And In Portfolio Map is show that the ihere.tv should be

accepting project and infuse cash.

In conclusion, ihere.tv should apply “Growth Strategy” that is the strategy

in which business can allocate internal resource to catch up the opportunity

more effectively for increasing in profit and market.

Do not consider

new project, Sell

if possible

Accept project,

infuse cash

Reject the

project

Redesign project

for higher

viability

Viability of Projects

Company fit with EC Project

Low High

High

Low


2) Business Strategy According to our business, the differentiation is our value position,

mission and vision. So The “Differentiation Strategies” is suitable to ihere.tv to

protect the character and brand loyalty.

Differentiation Strategy

• Objective: Incorporate differentiating features that cause buyers to prefer

firm’s product or service to brands of rivals.

• Key to Success: Find way to differentiation that creates value for buyer

are not easily matched or cheaply copied by rivals.

• Benefit: A product with unique. Appealing attributes allows a firm to

1) Command a premium price.

2) Increase unit sale.

3) Build brand loyalty.

• Approach: 1) Rise the performance a buyer gets out of product.

2) Enhance buyer satisfaction in non-economic or

intangible ways.

3) Compete on the basis of superior capability.

3) Functional Strategy: The functional strategy of a company is customized

to a specific industry and is used to back up other corporate and business

strategies.

1) Apply alternative business model

1.1) Subscription Model:

Subscribe monthly for the SMS and MMS relax or comedy

news (from the part of video’s content) and also content update

recommend.

1.2) Merchant Model:

Revenue can be based on the sale of souvenir products

and services as shop.ihere.tv.

• And also Apply electronic commerce payment system

2) Apply member the artificial intelligent or robot.

Develop the AI that helps to suggest the match video to member

according to the video that member have been viewed. The benefit is to

increase Time to live of viewer.


3) Apply the advertising strategy

From the statistic of the Enter from search engine to ihere.tv is 3,614

times that is low when compare with the Enter from search engine to Voicetv:

28,802 times.

According to our poll, we focus advertise on the social network.

4) Apply Mobile commerce

According to the trend analysis, to catch up the growing of Mobile

trend such as 3G-technology and tablet pc.

3.1) SMS relax news

This plan is use for people who want to get update for

news but don’t want to be serious. They have to register and pay

for special contents

3.2) Mobile device support site

We will make the site that comfortable with mobile device.

People will get access to our site easier.

3.3) Create Mobile application that compatible with the tablet pc.

For example Ipad, Galexytab and Blackberry playbook.

5) Apply PPT concept for business model

PPT is people, process and Technology. Technology connect with

the People by the “Human factor” that is mean to manage the people to use

the technology effectively. And technology also support the process that

emergence by the people.


6) Apply Information Security and get the verify certificate

According to the first strategy that apply new kind of business

model that is merchant model, ihere.tv have to get the customer trust by

gain some certificate such as Yes Verify by the government.

The viewers can log in to write their own blog and also make

some payment so the information security is important.

• Apply BMIS (Business model Information Security)

7) Create the certainly on air schedule

Most of contents of Ihere.tv are up to the situation and have no

schedule. To win the competitor, we have to crate the certainly on air

schedule to satisfy the customer.

8) Services Strategy (SS)

Increase in Quality of products and service such as quality of VDO

and quality of production by apply new technology.

• But also have the alternative for all kind of Internet. The

viewers can choose VDOs quality according to their

satisfies. For example support 3G or lower quality internet.

9) Special events

We will have some special events for our fans to join. The events

may be game or find the winner from video contest etc. and the prize will

come from our sponsored, package of special contents, special souvenir

contents.


Strategy implementation

: Consist of 4 elements

1) Resources Allocation

Allocate people, technology and process to the strategy.

2) Adapt the structure of organization to support the strategy.

3) Adapt the learning and growth of human factor

Apply BMIS (Business management information sucurity) Model to

our business management. To skilled and motivated people.

BMIS is adapted from PPT (People,Process and Technology) by add

the organization to the top of PPT. People have to adapt culture for same

direction business alignment. And the organisation direction the process

and technology.

4) Strategy deployment

Distribute the strategy to organization. If the organization have

established the mission statement but have no operation, the business

will be waste. Because although the organization established the well

business plan but have no operation in some part of organization the

result will waste or not effect.


Strategy Assessment

Balance Scorecard

BALANCE SCORECARD IS THE TOOL USE IN PROCESS ASSESSMENT AND HELPS TO

CHANGE THE STRATEGY OF ORGANIZATION TO THE OPERATION PROCESS. Show the relationship in one organization by using 4 variations.

- Financial Perspective

- Customer Perspective

- Internal Business Perspective

- Learning Perspective

We can define that good Financial Perspective will success by good vision

on customer perspective and both of them must based on good internal

perspective and good learning perspective.

KPI is % of viewer changed.


Ihere.tv Balance Scorecard

Objective Measurement Target Initial

Financial

Perspective

-Maximize Revenue

-Profitable Growth

-Manage Cost

-Income and

revenue growth

rate

-% Of reduced cost

20%

10%

Customer

Perspective

-Gaining more loyalty

-Increased customer

based

-% Increased of

site visitor

30% -Find advertising

channel

-Create special

events for customer

Internal

Business

Perspective

Business Growth

-Optimize revenue

-Differentiation of Core

Business

Customer Relation

-Customer Need

-Customer Background

Optimize Core

Business

-Cost Management

-Risk Management

-Quality Of Product

-% Of incoming

revenue

-Number of

Completed Event

-% from customer

survey

-% from customer

survey

-% of reduction

cost

-Problems fixing

hour

-% increased of

contents viewer

10%

1

50%

50%

10%

Maximum 2 hrs.

10% per contents

-Research on

Business

Management

-Customer survey

-Research on

Business

Management

-Problems Hotline

-Quality Control

Program

Learning

Perspective

-Increase teamwork skill

-Increase technology

skill

-Increase presenting skill

-Increase E-Business

knowledge

-Attending time of

staff

-Attending time

Of staff

-Score from

presenting

simulation test

-Score from test

20 hrs

1hrs / week

5/10 pts

5/10 pts

-Team Work Training

Program

-Technology

discussion program

-Presenting Training

Class Program

-E-Business Training

Class Program


Business Goal assessment (for ihere.tv )

Financial

Perspective

Provide a good return on investment of business investment

Manage business risk

Expanding its business opportunities based on trend.

Customer

Perspective

Improve customer orientation and service

Offer competitive product and service

Establish service continuity and availability

Internal

Business

Perspective

Improve and maintain business process functionality

Lower process costs

Manage business change

Improve and maintain operational and staff productivity

Learning

Perspective

Manage product and business innovation

Acquire and maintain skilled and motivated people

Effectively

Efficiency

Com

plian

ce

Realistic

Availab

ility


Reference

1. 360 Degree IT Management

By Aj. Prinya Homanek iTIL V3 Expert , CFE, CGEIT , CISSP, CSSLP, CISA, CISM, SSCP, SANS GIAC GCFW, CBCI , IRCA ISMS Lead Auditor , ITSMS and BCMS Provis ional Auditor , CobiT Cert i f ied Tra iner Pres ident & Founder ACIS Profess ional Center Company L imited Chapter Committee Secretary Thai land Informat ion Secur i ty Associat ion (TISA)

2. Project Management Institution - http://www.pmi.org/

3. Kasikorn Bank SME care - http://www.ksmecare.com/EducationDownload/50

4. Electronic Commerce 2010 Sixth Edition – PEARSON

5. Web detail - http://webdetail.org/www.ihere.tv

6. Truehits.net

7. Ihere.tv – www.ihere.tv


Work Plan (Draft)

Tasks Output Persons in

charge Planned

Study ihere.tv

And analyze the problem.

Also apply SWOT analysis

Everybody in the group

know about the ihere.tv

(Strength, Weakness,

Opportunity and threat)

Everybody 7th August

Find some related case study

to apply to ihere.tv

Case study and strategy to

guide our business

Chayut

Tanakom 8th-12th August

Analyze our case study and

the strategy that it’s applied.

Information for positioning

of brand, segmentation

and target.

Thesis

Chattanon

Jinnawat

13th – 17th

August

Analyze competitor channel. Know the competitor

And also our positioning Everybody

18th – 20th

August

Collect and analyze all

information we gain. Planning for ihere.tv Everybody

21st – 24th

August

Study the Methodologies

And find the strategy that

match with our plan

We have the method and

technique that can apply

to ihere.tv

Thesis

Chattanon

Chayut

25th – 27th

August

Apply the Guideline and

method to the case.

Fix some case that may

cause the problem

Tanakom

Jinnawat

28th – 31st

August

Check the project’s possibility Strategy assessment

Thesis

Chattanon

Jinnawat

1st -8th

September

Finalize the report The Final version report Tanakom

Chayut

9th – 12th

September

Analyze the project for

presentation making

Raw data for make the

presentation Everybody

13th – 17th

September

Making the Presentation First edition of

presentation Everybody

18th – 22nd

September

Finalize the Presentation Final edition of

Presentation Slide Chayut

23th – 24th

September

Finished tasks Processing

Apply Project Management Body of Knowledge of PMI

(Project Management Institute)


Glossary

1. AI (Artifical Intelligent) - the performance by computer systems of tasks

normally requiring human intelligence, such as translation between

languages.

2. B2B - The electronic exchange of products and services between

businesses without the direct involvement of consumers.

3. B2C - The direct electronic exchange of products and services between

businesses and consumers.

4. brand loyalty - in marketing, consists of a consumer's commitment to

repurchase or otherwise continue using the brand and can be

demonstrated by repeated buying of a product or service.

5. business model - describe how an organization creates, delivers, and

captures value - economic, social, or other forms of value.

6. CRM(Customer Relationship Management) - systems and software

developed to help companies build and maintain good relationships with

their customers.

7. Cross-platform - characteristic of a software application or hardware

device that can be run or operated on more than one system platform.

8. Entrepreneur - a person who sets up a business or businesses.

9. Globalization - the process by which businesses or other organizations

start operating on a global scale.

10. Market share - the portion of a market controlled by a particular company

or product.

11. Middleman - a person who buys goods from producers and sells them to

retailers or consumers.

12. PEST analysis - stands for "Political, Economic, Social, and Technological

analysis" and describes a framework of macro-environmental factors used

in the environmental scanning component of strategic management.

13. Portable device - is a pocket-sized computing device, typically having a

display screen with touch input and/or a miniature keyboard.

14. Pure play - a company that operates only on the Internet.


15. Social Network - online community of individuals who share interests and

activities and who are interested in exploring the interests and activities

of others.

16. Streaming - On the Internet, the process of delivering information,

especially multimedia sound or video, in a steady flow that the recipient

can access as the file is being transmitted.

17. SWOT analysis - a study done by an organization in order to find its

strengths and weaknesses, and what problems or opportunities it should

deal with.

18. Two-way communication - communication that can transfer messages in

both directions.

19. Viral Marketing - a marketing technique whereby information about a

company's goods or services is passed electronically from one Internet

user to another.

20. Word of mouth - is a reference to the passing of information from person

to person. Originally the term referred specifically to oral communication.

21. The online transaction processing - Online transaction processing, or

OLTP, refers to a class of systems that facilitate and manage transaction-

oriented applications, typically for data entry and retrieval transaction

processing. The term is somewhat ambiguous; some understand a

"transaction" in the context of computer or database transactions, while

others (such as the Transaction Processing Performance Council) define it

in terms of business or commercial transactions.


Team Project’s resume

Name : Chayut Bhamornsuwarn

E-mail : [email protected]

Education : SIIT Thammasat University Class of 2012

• GPA 2.42

• ID: 5122790645

PTTICT Trainee (Information Security) –In2011

Yothinburana School Class of 2008

Name : Tanakom Muangsakul



• GPA 2.40

• ID: 5122790124

THAICOM Trainee (CRM) – In2011

Satit Suansunandha School Class of 2008

Name : Thesis Denchartphan



• ID: 5122790306

THAICOM Trainee (CRM) – In2011

Satit Suansunandha School Class of 2008

Name : Chattanon Saekow



• ID: 5122792864

Saint Thomas Collage class of 2003

Name : Jinnawat Pinchai



• ID: 5422800433

Suankularb Wittayalai Nonthaburi School

Apache Junction High School, United States


Appendix (Questionnaire)

If you have trouble viewing or submitting this form, you can fill it out online: https://docs.google.com/spreadsheet/viewform?formkey=dGRIeDB0T0k3eHlOUFNESEd6RGhGX0E6MQ

The Internet TV .......... Do u known ihere.tv???

This poll is use to analysis the Internet TV channel that is ihere.tv for the benefit on developing the ihere.tv. The objective of this poll is to developing the ihere.tv to provide you the quality and satisfaction. Click: www.ihere.tv How many years that you spend your life? *

• 12-17 years

• 18-23 years

• 24-35 years

• 36-55 years You known ihere.tv Righhhhtttttt????

• YES

• NO Well well well, How do you known the ihere.tv?

• Social Network (facebook, youtube, etc.)

• Traditional TV

• Friend suggestion

• Magazine (E-magazine and traditional)

• Radio

• Other: Do you satisfy with the ihere.tv's content?

• 5

• 4

• 3

• 2

• 1


Are the design and interface easy to use?

• 5

• 4

• 3

• 2

• 1 What about the quality of ihere.tv's video?

• 5

• 4

• 3

• 2

• 1 Which ways that you would like to view the ihere.tv

• Website

• Mobile computing (Tablet, Smart phone and etc.)

• Traditional TV (Cable TV and Free TV)

• Other: …………………… What do you think about to pay monthly for SMS content (relax or comedy news fromihere.tv ) ?

• 5

• 4

• 3

• 2

• 1 What do you think about to pay for some souvenir from ihere.tv?

• 5

• 4

• 3

• 2

• 1 Suggestion

Powered by Google Docs


Spreadsheet


SLID

E H

AN

D O

UT