Microsoft Protégé 2012 Case Study Brief OVERVIEW If you’re an Australian undergraduate Uni student, you’re eligible to enter the Microsoft Protégé Challenge. Your task is to show us how you would market Microsoft Kinect for Windows for use outside the gaming industry. This Case Study Brief gives you some background info, outlines the challenge and details the rules for entry. This is your chance to get your teeth into a real-life marketing challenge and gain experience that will make your CV stand out. And if you’re the Protégé 2012 Grand Prize winner, you’ll also score an amazing prize pack. BACKGROUND: THE KINECT EFFECT Headquartered in Redmond, USA, Microsoft Corporation gestures captured by the 3D sensor as well as the voice is one of the world’s largest technology companies and a commands captured by the microphone array from pioneer in software products for computing devices. someone much further away than someone using a headset or a phone. More importantly, Kinect software can In May 2005, Microsoft released the second iteration of its understand what each user means by a particular gesture hugely popular Xbox video game console, the Xbox 360. or command across a wide range of possible shapes, sizes, Helping the Xbox 360 in its success was the introduction of and actions of real people. Kinect, which became a gaming phenomenon overnight. People were inspired. Six months down the track, a diverse Through the magic of Kinect, controller-free games and group of hobbyists and academics from around the world entertainment – once the stuff of science fiction – had embraced the possibilities of using Kinect with their become a reality. Sales immediately soared with over 10 Windows PCs. In a wave of creativity, enthusiasts began million Kinect sensors sold in 60 days, setting the developing exciting and creative applications in fields such Guinness World Record as the fastest-selling as healthcare, education, retail and sport. Within Microsoft, consumer electronics device. Kinect pushed the executives were amazed at the videos members of the boundaries of the traditional gaming console and changed public were uploading to the internet demonstrating the the Xbox business, bringing new consumers to the applications they’d created. Informally, this became known platform. as The Kinect Effect. This revolutionary device enables advanced human To support this spirit of innovation and imagination, and tracking, gesture recognition, voice control and more. With open up a new channel of business, Microsoft released a Kinect “YOU are the controller”. commercial Software Development Kit (SDK) for use with Getting there wasn’t easy. On the surface, Kinect is an Windows PCs. This SDK is giving global businesses the amazing piece of hardware, but it is much more than that. tools to develop applications that can improve their own At the heart of the Kinect experience lies sophisticated operations and potentially revolutionise industries. software that meaningfully deciphers the images and microsoft.com.au/protege THE CHALLENGE “How would you market Kinect for use outside the gaming industry?” With the introduction of the Microsoft Kinect Software Development Kit, we have seen innovative new uses of the technology for consumers and businesses across Health, Education, Music, Retail, Science, Sport and many other industries beyond Gaming. Watch The Kinect Effect video to gain insights into these innovative advances in technology across non-traditional audiences. Refer to the examples at the end of this Case Study Brief. Then choose one of the two Challenge Options below. CHALLENGE OPTIONS (Choose Option 1 or Option 2) OPTION 1 - Industry OPTION 2 – Consumers How would you market a Kinect application (that is currently How would you market a Kinect application (that is currently being being developed or that already exists) to a specific industry? developed or that already exists) to consumers? Your task is to create an innovative marketing proposal that Your task is to create an innovative marketing proposal showcases the uses and benefits of one of the Kinect to showcase the uses and benefits of one of the Kinect applications to that industry. applications for consumers. microsoft.com.au/protege THINGS TO THINK ABOUT • The possibilities that exist by using Kinect with a Windows PC; • The growing need to find technological solutions to existing problems; • Encouraging those outside the Gaming industry to use Kinect as an alternative to traditional approaches; • Social media/viral marketing and creating ‘buzz’; • How the benefits of the product meet the needs of consumers or your chosen industry; • The 4 Ps of marketing (Product, Price, Place and Promotion). INCLUSIONS FOR YOUR RESPONSE • The relationship between the product and your target market; • Proof that your chosen application already exists, or is in development; • Competitive alternatives for the use of Kinect in your target market; • Identify and discuss challenges to adoption and implementation; • The idea and (if applicable) execution strategy to drive your target market to use Kinect as their primary solution device. microsoft.com.au/protege THE COMPETITION In teams of up to five students, your task is to submit a written marketing proposal, which closely addresses the case study question (as outlined in The Challenge). Submissions must either be Microsoft Word or PowerPoint format and must not exceed a total file size of 20mb. For full submission requirements, please refer to the “Submissions” tab on the Protégé website (live on 20th February). Teams that progress to the Semifinal stage of the competition will be required to present their idea in a ten-minute Microsoft PowerPoint presentation. KEY DATES Submissions due: Submit your entry between 18th April (midday) and 21st May (midday) Semifinals: 1st, 4th, 5th June (held at Microsoft regional offices) Grand Final: 28th – 29th June JUDGING CRITERIA: WEIGHTING UNDERSTANDING OF THE AUDIENCE 25% Demonstrate your insights into your target market and how your marketing idea relates to that audience. PRACTICALITY AND IMPACT 25% Think about how your idea can be implemented and the results it will drive when executed. INNOVATION 25% Impress us with your out-of-the-box thinking. Whether it is the fundamental idea behind your response, how it is executed, or simply what message you will convey. PRESENTATION 25% Clarity of entry with the focus of delivering one main idea. In the initial round, this would include the organisation and completeness of materials of your submission. In subsequent rounds, you will be scored on your professionalism, communication skills and composure whilst presenting. microsoft.com.au/protege APPENDIX EXAMPLES Visit the Kinect Effect website for information on the technology used in Kinect, plus more examples: www.xbox.com/en-AU/kinect/kinect-effect Education Uses for Kinect in Education Examples of Kinect technology for use in the Education field, video created by the team at KinectEDucation. This ‘unofficial’ Kinect fan-site is for community, teachers, developers and those interested in Kinect in education. Watch Video FASHION Kinect in the Fashion Industry Kinect being used to create a virtual change room. Watch Video Motor VEHICLE Kinect and Toyota Australia Toyota Australia and Rotor Studios have come up with a system that allows the user to explore a virtual car in realistic 3D environment just by waving their arms. Watch Video AGED CARE AND Kinect in Nursing Homes SENIORS Researchers use Kinect as part of a system to detect the risk of falling in seniors. Watch Video Health CARE See how Xbox Kinect is used to help surgeons in the hospital operating room. Watch Video SCIENCE AND RESEARCH Exploring the universe takes on a new dimension with WorldWide Telescope with Kinect. Check out the demo by Jonathan Fay, from the Windows Microsoft Research team. Watch Video Retail SHOPPING A shopping cart hooked up with Kinect assists a shopper in a wheel chair. FOR PEOPLE WITH Watch Video DISABILITIES microsoft.com.au/protege Quadrotor CONTROL See a Quadrotor Fly, Flip and land, using just hand gestures. Watch Video Recreation A new integration has been announced where Kinect is used to control a motorised Skateboard Watch Video Kinect Aged care Rehabilitation Hospital Autism Education microsoft.com.au/protege TERMS AND CONDITIONS To view Terms and Conditions, please download the pdf below: http://download.microsoft.com/documents/australia/protege/Terms_Conditions.pdf microsoft.com.au/protege.