Application of Virtual Reality in UK and Disneyland

This report details the application of virtual reality educational and entertainment experience aimed at children and families in the UK and Disneyland. It discusses the challenges faced by the family entertainment industry, specific problems and opportunities, innovation process, proposed solutions, and potential project impact for Cake Entertainment in the UK.

A report detailing the application of
virtual reality educational and
entertainment experience aimed at
children and families in the UK and
Disneyland

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Current challenges for Family Entertainment Industry in the West Midlands ........................3
Specific problem and opportunity identification ........................................................................4
Innovation process leading to the digital solution .....................................................................5
Proposed solution and potential project impact for the company in the UK..............................6
Current growth challenges faced by case company....................................................................7
Key international considerations for implementation of the digital innovation in the overseas
case company (or equivalent in EU) ..........................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Virtual reality is one of the computer technology which creates a stimulated environment.
It provides an experience to the user by showing the things in a 3D mode. Furthermore, it
comprises of stimulation of senses such as vision, hearing, touch and sometimes the smell as
well (Berger, 2017). In other words, it is an artificial world which gives an experience to the
user of the real world. In this report, Cake Entertainment has been chosen which is a UK based
company engaged in production, distribution, financing and development of kids' and family
entertainment brands. Following the previous Ocean Museum virtual reality educational
experience proposal aimed at children and families, this report will detail the application of the
proposed innovation in the UK and how the solution could be implemented at Disneyland in
France. This report will discuss the main problems associated with pollution of the seas and
oceans, as well as describe the proposed educational and entertaining solution for this with the
help of innovative digital technology such as virtual reality. Additionally, this report will look at
the current challenges for the family entertainment industry in the West Midlands and in
Disneyland in France, as well as its key international considerations for the implementation of
the virtual reality Ocean Museum abroad.
MAIN BODY
Current challenges for Family Entertainment Industry in the West Midlands
Expensive- Virtual reality is quite an expensive technology which makes it difficult for
the people in England. Family Entertainment Industry is place which provide numerous services
of indoor games and virtual reality being one of the new concepts being used in the mentioned
segment (Camp, 2017). The products used in providing virtual reality experience are expensive
because of the high costs at manufacturers' end. This in turn makes expensive for average buyers.
Huge investment- Virtual reality is a technology which requires set of special hardware
to make it work properly. Furthermore, there should be significant amount of space where
numerous users can be enjoy virtual reality experience. Also, the technology keeps changing
very frequently thus, the companies in Family Entertainment Industry should have the
knowledge about the same and make investment in order to upgrade the existing virtual reality
technology. Along with this, many other accessories should be included which add more to the
investment.

Lack of familiarity- Virtual reality is not a technology which many customers are aware
of. Virtual reality includes with headsets which are one of the most important elements of VR.
The customers should be aware of the guidelines about how to use the accessories in order to
gain the desired experience which the virtual reality intends to provide. This is a significant
challenge which restricts the families and children to have the experience which they can enjoy.
Furthermore, it is a technical matter which can be used properly when the user know about all its
features (Fee, 2016).
Lack of viable business models- Virtual reality technology is the considered to be the
competitive edge technology but there is no specific model which can be used in order to fulfil
the future needs. It is important for the companies in Family Entertainment Industry to have
changes in the present virtual reality in order to make it useful and increase customer satisfaction
for the users.
Health effects- Virtual reality is a new technology which comes with challenges for the
health of individuals using it for an experience. These health effects can be blurred vision,
nausea, headache and queasiness (Rhatigan, 2016). The main effect can be seen in mental health
of people who are using it for their fun. If kids use the same then it can harm them as they are
very tender to use and get habitual for the same. This can be disadvantageous for the companies
for a very long time.
Social impact- This challenge is about creating negative influence of the individuals
living in a country. Virtual reality may make the users desensitized as their actions can be
violent. This can increase the social issues and enhance the number of criminal activities.
Furthermore, the behaviour of people can be transformed negatively leading to high crisis in the
society (Days, 2018).
Specific problem and opportunity identification
It has been observed that ocean is highly responsible for mainly all the life on the earth as
it covers majority or 70% of planet surface but it drowns in the plastic presently. It has been
found that now-a-days there it has been seen around 5.25 trillion of the micro-plastic and the
macro pieces that are seen as floating within open ocean weighing up 26 g. 000 tonnes. Around
5000 of the marine related plastic pollution has been founded per mile of a beach in UK. Each
day approximately around 8 million of the plastic pollution pieces in finding its way into the
oceans. Over 150 of the plastic bottles litre every mile of the UK beaches and approx 10000 of

the marine mammals and the turtles are been killed by the marine plastic pollution on an annual
basis.
Virtual Reality can overcome any of the challenges but one of the main issue with this is
that it is expensive. There are many factors and reasons which contribute to the increase of the
prices. Furthermore, technology is required to be upgraded with the time and as soon as new
technology is introduced. This is to attract the customers and retain them for a long time. When
its comes to raising the awareness about marine life pollution through virtual reality, the main
concern is that customers tend to avoid such experiences due to high prices. They are not be able
to afford the related services. Hence, it can be said that higher prices lead to loss of customers
and market share. Every company works to reduce the prices by carrying activities and
implement strategies which can help the organisation to make a strong position in the market
among the competitors (Gershon 2016). Along with this, there are number of accessories which
should be added with VR in order to make it a complete package. In the context of the current
project, it can be add more costs to VR leading to high prices because it will show a complete
ocean. The stimulated images will require new technology to show the whole marine life and the
pollution that is being done by the industries and factories. This calls for additional investment
and additional expenses which require the companies to recover the same by increasing the profit
margin. This automatically raise the prices which make the virtual reality expensive.
However, there can be number of opportunities which can contribute to higher income
and sales. One of the prime opportunity being that manufacturers are there who can provide
cheap raw materials to make the services of virtual reality worthy. Cake entertainment can use
the solution for virtual reality which can make it cost-effective. As the Family Entertainment
Industry is growing with the introduction of the concept of VR, it can increase the growth and
revenue of the same. This can create opportunities for other companies in the same industry to
collaborate with Cake Entertainment. Along with this, it can create chances for the chosen
company to have enhanced market share and customer base. Also, the use of virtual reality will
be done for raising the awareness of pollution level in ocean so this can attract the investors who
can provide the funds to it which can be used in carrying the activities smoothly.

Innovation process leading to the digital solution
Innovation process refers number of stages which are followed by the developer to make
an innovation work (Goltz, 2016). The steps are same irrespective of the size and nature of
business. Innovation is significant for the success of the venture which adds value to the services
and goods. The steps of innovation process with respect to Cake Entertainment is as follows:
 Discovery- This phase is about the giving time and using the resources to find out the
demand of a specific product or service. This involves identification of the main problem
so as to select the appropriate service which can help in gaining competitive advantage.
Furthermore, it requires strategic thinking where new ideas flow which can be
transformed into reality. It is also includes finding of various alternatives which can be
used for increasing the virtual reality experience. In the context of Cake Entertainment,
the research conducted by the company for the virtual reality about marine pollution has
made it realise that a cost-effective service should be developed.
 Development- This stage is related with the allocation and utilisation of the funds and
resources available with the company. This calls for engineering and designing the whole
model of virtual reality which can be used by Cake Entertainment (Koehler, 2017). It is
all about choosing the best software which is appropriate for developing the expected
service. With regard to Cake Entertainment, it is focused on preparing the virtual reality
to show the marine life. This may have higher errors therefore, it will be using agile
software for the same. This will help it in breaking the whole project into small sets for
giving real time view of the marine life.
 Commercialization- This stage is related with bringing the product to the market. Cake
Entertainment can have a separate team who will look after the marketing of the product
to the target customers in order to attract them. This includes launching of products to
providing after sale services. It is one of the most important activity which should be
done with number of strategies followed by receiving the feedbacks from the customers
in order to incorporate improvements. This can be promoted through social media
platforms such as Facebook and Instagram which are popular around the world (Puenpa,
2019).

Proposed solution and potential project impact for the company in the UK
For overcoming the problem of ocean pollution, immersive virtual reality experience
could be created where ocean museum could exhibit a heritage of the an underwriter world and
its respective environment. Through this it could develop awareness among the people by
revealing history in respect of how the ocean had got changed in the million of the years for
purpose of an education, enjoyment and the study. Market segmentation need to be done on the
basis of the target audience and the target market where target audience includes children who
are aged above 10 yrs, adults and the families aged between 18 to the 45 years. Highest level of
the presence among the children, high level of household income and the full time employment.
Adoption of the VR headset is been led by the young adults but an older adults aged in between
35-39 are having the stronger usage rates. On the other side, impact of VR headset is not counted
as advisable for the children under the age of 10 because it causes eye strain and the fatigue. The
target market is been considered as the universities, schools, museums, events and the
attractions. It also includes the families and the adults who are aging between 30-45 for the
purpose of home entertainment.
The proposed project chosen for the project is associated with the several challenges
which influences its outcome in positive as well as negative manner. On the basis of challenges
provided in the above specified section, it has been determined that there are various challenges
which would be faced by the company while introducing this new concept. Some of the main
challenges faced by family entertainment industry are expensive, huge investment, lack of
familiarity, health issue, lack of viable business model etc. In order to reduce all of these
challenges some of the proposed but feasible solutions are provided to the business developer of
this business so that they could eliminate its related issues in appropriate manner (Wooden,
2018). This solution also places positive impact over the stated company as well that will helps
them in their effective establishment.
In order to deal with the issues related to huge investment, it is important for the manager
of the company to focus on developing their knowledge on banks which can provide them
required amount of loan so that they can execute their planned business plan in rightful manner.
For overcoming issues related to lack of familiarity, it has been determined that the company is
required to adopt effective marketing strategy so that they can easily promote their product and
services among proposed customers in rightful manner. In addition to this, it has been analyzed

that after developing effective knowledge on VR, the customers will get influenced towards the
introduced product. This will also influence sales performance of the company in appropriate
manner. Increasing familiarity with the technology advanced tool not only attracts customers but
also provides higher range business opportunity to the industry leader with businesses.
Apart from this, it can be said that major challenge faced by the company is related to the
expensiveness, thus in order to overcome this, the proposed solution provided for the same
includes adoption of effective business model that is supportive for the company in reducing its
cost. As a result, this simply reduces cost of the product that is being offered to the company in
rightful manner (Sibal, 2015) . The overall impact of this for Cake entertainment is that it would
be easier for the company in improvising their sales performance in effective manner as their
products would now of low cost that would definitely attract huge range of customers towards. In
addition to this, furthermore, it has been analyzed that low cost products directly enhances their
demand at workplace which ultimately provides them support in enhancing their sustainability
within the same market zone in effective manner. Along with this, furthermore, it can be said
that this by providing low cost product, the company can also increase their profitability in the
quicker manner that ultimately leads to attainment of competitive edge.
Current growth challenges faced by case company
As per the overall analysis, it has been determined that family entertainment is facing
numerous of challenges that are placing higher impact over their business performance in
negative manner. In context of Cake entertainment, it has been analyzed that business association
working in the UK and offering Virtual reality services to its customers which allows them to
experience of marine life. While offering the similar sort of services, it has been analyzed that
the respective company mainly faces challenges related to reputation, Cyber attack, upcoming
business model which includes higher technology, talent risk etc. With reference to the current
case scenario, it has been determined that there are few challenges that this company faces while
introducing virtual reality oriented services to its customers (Thierer and Camp, 2017).
Elaboration of the main challenges which influences their growth is described as below:
Increases competition: Even though the respective concept is new within the UK but
existing rivalry in family entertainment sector is providing them competition. This is directly
placing higher level of impact of their performance. In addition to this, it can be said that

effective influence of customers towards the existing companies directly places impact over the
present status as well as performance of the company in negative manner.
Cyber attack: Also, cyber attack is the major crime that has been identified as the
another challenge which places influences over Cake entertainment in negative manner. It can be
said that the proposed concept is quite new with in the UK which directly increases chances
cyber attack as existing rivalry might use hacker to explore concept of Cake entertainment which
is going to be introduced by them in the near future (Shapiro, 2018Smith, 2019). This directly
places impact over their growth because if the information related to the concept get viral then
there are probable chances that other competitor might make use of it for attracting more number
of customers towards them.
Upcoming business model: Later on it has been determined that technology is upgrading
day by day. This simply creates higher level of challenge for the Cake Entertainment. It can be
said that business leaders belonging to the other sector are entering into this industry with
effective business model in order to expand their business. For influencing more number of the
customers. The respective businesses make use of advance technology that simply enhances
interest of customers which increases their chances of success. Increasing number of more
advance model businesses directly develops biggest challenge of Cake Entertainment which also
places influences over their growth structure as if customers another better option then they will
definitely get influenced towards the another one. This will simply influence sales performance
and profitability of Cake Entertainment.
Key international considerations for implementation of the digital innovation in the overseas
case company (or equivalent in EU)
Cake Entertainment is considering France as an overseas country in which it plans to
expand the business and bring the innovative idea in the country. For this purpose, it can
encourage other similar companies to collaborate with it. There are some considerations which
should be fulfilled in order to avoid any disputes. The same are as follows:
Legal framework- There is set legal structure for bringing digital transformation which
should be met without any contravention. This is about number of laws and rules which are
applicable on international companies who are planning to bring virtual reality. Furthermore,
there are additional rules which should be considered. European Directives are there which

should be abide by as they are necessary for the company to launch the business by Cake
Entertainment (Parry, , Burnett and Merchant, 2016).
International standards- There are number of bodies which provide international
standards in order to bring standardization and uniformity. This helps investors to measure the
profit and viability of the company so that more funds can be raised. Therefore, no breach or
non-fulfillment should not occur as this can bring the company to close. Apart from this, Cake
Entertainment should review its existing level of compliance in order to avoid any conflicts at a
later dater.
Training to employees: It is important for the management of Cake Entertainment to
provide training to employees so that they can easily indulge in to the work of digital innovation.
It can be said that by providing regular based training to employees as per the requirement of
virtual reality concept for expressing and showing up marine life to them it would be easier for
whole manpower to manage the work to accomplish their expected goals and objectives (Santo,
2015). These training session will be provided to employees as per the requirement of work and
according to the level of employees learning capability.
CONCLUSION
On the basis of above mentioned report, it comprehended that innovation is highly
important for every sector as it allows them in enhancing their growth rate by attracting more
number of customers towards them in rightful manner. Along with this, it has been further
determined that main challenge that has been identified by family entertainment industry is huge
investment and expensive services that directly places impact over their overall functioning. In
addition to this, it has later been identified it is highly important for businesses to identify their
proposed solution towards the respective challenges so that they can get overcome from it
effectively.

REFERENCES
Books and Journals
Berger, A.A., 2017. Cultural perspectives on millennials. Springer.
Camp, J., 2017. Permissionless Innovation and Immersive Technology: Public Policy for Virtual
and Augmented Reality.
Days, K.T., 2018. Parents, media and panic through the years.
Fee, E., 2016. Disneyland: Embodying American Mythology and Cultural Values from 1955 to
the Present (Doctoral dissertation, Florida Atlantic University).
Gershon, R.A., 2016. Digital media and innovation: Management and design strategies in
communication. Sage Publications.
Goltz, N., 2016. The Limits of Regulation: A Case Study of Virtual and Intangible Harm.
Koehler, D., 2017. The Mouse and the Myth: Sacred Art and Secular Ritual of Disneyland.
Indiana University Press.
Parry, B., Burnett, C. and Merchant, G. eds., 2016. Literacy, media, technology: past, present and
future. Bloomsbury Publishing.
Puenpa, U., 2019. The United States of Amusement (Doctoral dissertation, ProQuest
Dissertations Publishing).
Rhatigan, J., 2016. Afterlife of a mine: the tangled legacies of the Britannia mine (Doctoral
dissertation, University of British Columbia).
Santo, A., 2015. Selling the silver bullet: The Lone Ranger and transmedia brand licensing.
University of Texas Press.
Shapiro, J., 2018. Monsters, Marvels, and Medicine: A “Disturbingly Informative” Exploration
of the Mütter Museum and the Monstrous on Display.
Sibal, A., 2015. Is Your Child Ready to Face the World?. Penguin UK.
Smith, A., 2019. Moondust: In search of the men who fell to earth. Bloomsbury Publishing.
Thierer, A.D. and Camp, J., 2017. Permissionless Innovation and Immersive Technology: Public
Policy for Virtual and Augmented Reality. Mercatus Research.
Wooden, E., 2018. Learning from Theme Parks: An Argument for Experientally Focused
Landscape Design. University of Colorado at Denver.