Managing Innovation in Business: Samsung Electronics Future Report

This report provides an in-depth analysis of Samsung Electronics' innovation strategies, particularly within the television industry. It explores the future of the industry, highlighting the increasing importance of AI, automation, and visual effects to enhance customer viewing experiences. The report exa...Read More

Managing Innovation in
Business CW2

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
The Future of Industry in 2020 and Beyond..........................................................................4
TASK 2............................................................................................................................................5
Organisation's Innovation Requirement in 2020 and Beyond................................................5
TASK 3............................................................................................................................................8
Building Future Innovation Capabilities for Samsung Electronics........................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................13

EXECUTIVE SUMMARY
Innovation is acceptable in business environment as this is very essential for business to
attain long term growth in order to receive competitive edge within marketplace. This report is
based on Samsung electronics which is known as leading organisation and operating their
business in electronics within global periphery. This report is addition to the previous prepared
report which is based on Samsung and their introduced innovation that is Pocket Holographic
televisions. The major objective of the report is to implement proposed innovation is a well-
defined manner.
The agenda of preparation of this report is to recognise future opportunities of industry of
electronics and specifically television sector in the near future. This report covers innovation
strategy used by giant organisation such as LG or Panasonic and many more so as to meet future
needs of customer. It was elaborated that major impacts are drawn on giant industries and on
Samsung as well in the future. Such innovations are helpful for the industry to involve in latest
technology that may motivate company like Samsung to implement more innovations in the
market.
Another objective of this report is to sustain issues like needs of innovation in Samsung
electronics. With the use of immense improvements in technology this is very vital for the
business to identify those areas in which long term and sustainable improvement can be
introduced. There are three areas in which Samsung is planning to put their footsteps which are
Chargeable Televisions, Hologram Technology and AI. These aspects are essential and
important as these are providing opportunities to Samsung to grow at a very prominent speed in
future.
This report also includes road map of innovations and its influence on Pocket
Holographic Televisions in their business operations. Various stages are included in this so as to
implement change in more specific manner. First two stages involve suggestions in change and
strong reasoning behind the same. Furthermore impacts are calculated on the businesses which
are calculated by R&D, resources and technicality skills which are required to implement change
and its legal implications and at last cost. After this feasibility test is performed in order to check

applicability of change and to adapt approval process. After all these processes process
Holographic Televisions can be developed and succeeded in the marketplace.

INTRODUCTION
Innovation is the procedure which is capable in adding value to business offerings in such
a way that high societal benefits can be drawn out. The motive of implementing innovation is to
increase importance of product in the marketplace and to make existing offering more useful the
users. This is highly essential aspect which demanded to meet uniqueness and classical needs of
customer sometime. This report is based on Samsung electronics which is known as prominent
company in the world within electronic industry. The purpose of this report is to expand the
business of Samsung electronics with this new innovation and more specifically in television
industry. This report covers emerging innovation of the year 2020 and further so as to determine
future capabilities (Khajeheian and Friedrichsen, 2017).
TASK 1
The Future of Industry in 2020 and Beyond
In recent time television industry is having highest innovation in order to look forward so
as to involve more innovation in coming future. The major aim of this technology is to increase
content viewing experience of their customer as technology at its hype and this is introduced to
the world to their outer limit. In every few passage of time new features are added so as to
enhance experience of users. All the aspects such as AI, automation or visual effects are
introduced so as to enhance and improvise content viewing experience. In recent times there are
various platforms which are used by television industry so as to obtain various future insights. In
recent times major impacts are drawn in order to witness immense impact. The IP traffic is about
to cross 2.0 zettabytes per year in around year 2020 which is known to be other milestone within
television industry. Yet another aspect of this is to improvise witnesses in order to enhance
content viewing experiences and to provide immense views. In current technology boost, various
technologies such as 4K, 8K has taken very intense turn. These are defined as ultra HD quality
so as to achieve high customer satisfaction in television industry. Within this aspect Japan is
planning to set up their 8K display within the coming Olympics (Kim, 2016).
Games of innovations are changed by several companies which are associated with
television industry. By giant companies such as LG, Panasonic new and emerging technologies
are developed. These companies are having enhanced vision for their technological advancement

so as to provide their product within marketplace. One of the biggest examples of future
innovations is that LG is introducing 1mm thin wallpaper TV that is called as biggest innovation
of this year. Another innovation which is introduced by BRAVIA OLED A&F series is going to
be launched by them which is providing high impact in the year 2020. These series are having
more than 8 pixels which are self-illuminating in nature and are monitored by X1 extreme
processors. In near future Sony electronics is planning to introduce 150 frames in one second and
higher than this in year 2020.
All of these innovations are having high influence within television industry in different
manner. More companies are encouraged to adopt these applications and their implantation
within their product and this is helpful for enhancing television viewing experience of customer
in future. Another method in which these innovations are helpful is that wider reach for customer
can be developed and this can penetrate the market and more individual and community are
involved in this so as to provide larger experience over technology. For Samsung electronics,
existing companies in the market place are motivating them as they are introducing market
innovation is greater aspect which is able to meet demand and requirements of customer and
their expectations in prominent manner. Innovations within this industry are helpful in
emergence of new ideas so as to combine latest technology in order to enhance customer
experience. This way the firm is able to sustain for the better period and these innovations are
helpful for the companies for developing their growth (Khajeheian and Tadayoni, 2016).
TASK 2
Organisation's Innovation Requirement in 2020 and Beyond
Samsung electronics is one of the prominent brands in television industry and innovations
are helpful for them to sustain within marketplace as due to this they are rendering high tech and
enhanced quality products to their customers and to increase their brand image. As it is discussed
in past report all the prominent innovations in television sector are inculcated by Samsung
electronics in a very prompt manner. They are holding giant market in technology and emerging
innovations as this is proven to be their most essential uniqueness. The major reason of
innovation is to render those facilities which are beyond expectations so as to provide high end
customer satisfaction (Glowik, 2016).

Television industry is counted on those industries which are having high innovation in
their business by passage of time. Samsung electronics is one of the renowned brand and giving
immense contribution to market as they have grown their business from black and white TV to
LED’s so by this they have proven to be capturing major market segments. There innovations are
adopted around the world and they have set a benchmark in this in which the company is sharing
effective innovations in their coming products. In Samsung requirement of innovations are
emerged which is having high positive impact on customer satisfaction and positive benefits for
business as customer are willing to pick their products out of product pool. These are elucidated
below:
 Hologram Televisions: As discussed formerly, Samsung electronics is having patent for
their holographic technology. This is giving them additional opportunity to lighten up
their growth within market in coming future so as to render ease to their existing and new
customers. Furthermore holographic technology comes under those innovations by which
long term sustainability can be achieved by business so as to grow at a prominent speed.
The impact drawn on customer of this technology is that they may prefer this over any
other technology as this technology is emerging and rendering them high easiness of
space. Similarly television made with holographic technology has given immense
opportunities to provide high vision to customer within competitive external
environment. For this industry major impacts are drawn in cost development as it is set
up in a very developed manner. This technology is providing high edge benefits to the
industry and enhancing financial assets of the company by which technology can be
accessed in a better way (Lotz, 2016). Chargeable Televisions: With the major concern of saving electricity this is required by
Samsung electronics so as to innovate products in such a way that it fulfils al the market
requirements. Within this aspect chargeable TV can be introduced by them which is
having capacity to get charged in few hours and this is helpful in providing consistent
display without using external electricity. These televisions are highly compatible in
nature and energy is saved due to less consumption fossil fuels. This technology is
having high impact on customer as they are not having look for socket in house in order

to start their TV. The influence of this is drawn by preservation of energy in order to
prevent environment.
 Artificial Intelligence Robots: Human resources is the most vital aspect of the business.
They are having their own skill set and expertise so as to achieve their business
objectives. These are having their own limitations within this function. There are specific
individual who are having presence and absence in order to impact business operations.
Samsung electronics is considering increasing their business operations by using AI
technology as on places of employees. This is the way by which human error can be
avoided and inconsistencies can be diminished by which high quality perfection can be
attained. With the help of AI business is able to enumerate effective control over business
as robots are efficient in operations. This is having high implications on business as in
providing benefits to the business as well in distribution system (Atamli-Reineh and et.
al., 2016).
Following are these three innovations and their projected timelines labelled using Gantt
Chart and Network Diagram.
Illustration 1: Gantt Chart

TASK 3
Building Future Innovation Capabilities for Samsung Electronics
Samsung electronics is producing television in such a way that it may increase their market
demand and enhancing market scope of innovations for customer and industry. It is considering
that industry is enhancing its capacities in order to enhance usefulness of the technology. This is
making the company to use high quality technology in their business in order to build insight of
the business in way of content viewing. To understand this concept road map is prepared so as to
Illustration 1: Gantt Chart
Illustration 1: Critical Path Method

achieve business objectives in prominent manner. The road map for Samsung Electronics is
conferred below:
 Suggestion: This is vital that innovation is emerged for essential that innovations are
introduced for prominent purpose in order to enhance capabilities of Samsung electronics
is pocket holographic television. Reason: Holographic technology is the future of the television which is aiming at
providing easiness to customer in watching TV. The Holographic display is effectively
used by customers as they are prone to use latest technology. These TV are eliminating
additional barriers as these can be projected and requires very less space (Aveyard,
2016).
 Impact: With changes in business, process, product impact is implemented in overall
business. The influence of these can be seen in business operations as well as with the
help of latest technology desired product get distributed in a very effective manner. Here
are some factors which are having prominent impact that are elaborated as under:
▪ Research & Development: The highest influence of change can be on R&D
department of the business. This is due to requirement of marketplace and
business as well. This department is having prominent role in creating
effectiveness of the product. With this context R&D department of Samsung
electronics is researching for holographic methods, AI technique and technology
fulfilled persons in their business so as to develop the product in prominent
manner. Operational concept is required to be developed by business which may
have high impact on business functions.
▪ Resources: With the help of high tech innovations this is vital that effective
resources are employed on them in order to produce products in most effective
manner. Hologram is developed in such a manner that photographic films are
coated with silver halide. In the production of pocket holographic television glass
plate are used. Raw material required such as embossing, metalizing and many
more (Iblasi, Bader and Al-Qreini, 2016)Use of artificial technology is highly
required so as to compile all the tiny segments in order to make pocket friendly

devices. External manpower are required by the business in order acquire more
efficiency in production.
▪ Requirement of Technical Skills: In order to implement changes in product this
is essential that all the technical requirements are fulfilled within new product
development so as to introduce innovativeness in the new product and make it
compatible to sustain within marketplace. To produce pocket holographic TV
brief knowledge of software are required so as to provide assistance over
projections and Microsoft lenses. Another technical skill is required is to have apt
knowledge of information technology and software engineering. These skills are
effectively held by employees so as to involve them in business objectives in apt
manner. The major objectives of these skills are to have development over
enhanced and emerged market technology (Straker and Wrigley, 2016).
▪ Legal Compliance: In the process of developing major product legal compliance
are required by Samsung electronics. This is helpful for them in getting legal
assistance so as to avoid any law suit. Within this most important aspect is to
protect their intellectual property as holographic technology must have patent by
Samsung electronics and this would support them in effectively handling risk
management techniques. Besides this this is having high implications on change
management as well. Along with this employment laws are required to be enacted
by them so as to provide assistance to their working employees.
▪ Cost:
Expenses Amount
R&D 15000
Marketing 31000
Advertising 22000
Material 378000
Human resources 30000
Total 479000

The above mentioned is the budget provided by Samsung for Pocket Holographic
Television which are having all the major activities covered in order to provide development and
marketing exposure to the business. The company is highly focused on marketing activities and
for this they are investing in huge amount within the same. For this huge amount is invested for
buying raw materials and further equipment related to technology are also owned major part of
overall investment. The last major investment made by the company is their human resources as
this is the department which is having high capabilities to convert plan into actions. The
estimated cost for the same is set out to be US$30,000.
 Feasibility: The most crucial aspect of the change is termed as feasibility. With the help
of feasibility change in an organisation is measured by that overall benefits drawn to the
company are calculated. Pocket Holographic Television is analysed on the basis of their
viability and dependency of the project on overall operation of the company. For this
three ways are used by Samsung electronics to examine overall feasibility of their
innovation. These methods are explained as under:
▪ Economical: This is the prominent factor within innovation is that product is
economic in nature. Pocket Holographic Television is feasible from economic
aspect as this is eliminating usage of TV frames. This is helping the company to
deal with any additional cost coverage. As the TV is high in cost application but
at the same time Samsung introduced this technology in a very cheaper prices
which gives it high edge on market share (Alecusan and Dimitrescu, 2016).
▪ Technological: Samsung is analysing this aspect on the basis of benefits rendered
to the customer which is emphasised on high technology usage. Pocket
Holographic Television is providing immense contribution in technology
movement as this system is built in such a manner that it is laced with high tech
emerging technology. This aspect makes the device technology feasible and along

with this AI technology is implemented in the devices which make them more
compatible to fit into feasibility. This is eliminating human error in production by
which overall productivity can be enhanced.
▪ Operational: As due to high AI interface human intervention are very less in this
technology. Robots are driving the whole process of developing Pocket
Holographic Television. Robots are operating on a very prominent manner and
working for 24 hours by which high production efficacy is drawn and this makes
the project operational feasible.
 Approval: Once the idea has been evaluated and analyzed and feasibility is visible the
next step is to get the approval secured for the roadmap prepared. This is necessary to
make sure everyone is aligned and execution of idea can be initiated. Approval process In
context of Samsung Electronics is consist of various part such as multiple formal
meetings, Board of Directors meeting where the idea and project would be discussed and
presented among the board members and after the discussion it would be assessed and a
formal resolution would be passed to get the project approved by majority of members.
Presentation would include the Budget statements, Feasibility study, Profit and revenue
forecasts etc. If majority of members agrees, with the idea and innovation, it would be
considered as approved and it would be taken forward towards execution. There might be
different ways to conduct voting in the BOD meeting to get the resolution results like
Hand raise voting, ballot voting etc (Tidd and Bessant, 2018).
 Application of Change: Once the approval is secured execution of plan and idea takes
place. Samsung electronics will move ahead with their next steps to make their project
successful i.e. Research, Production, Procurements, Marketing & Promotions and Selling
& Distribution of Pocket Holographic Televisions. They will start with hiring the right
persons for the position, Robots, AI, procuring and assembling of goods, all required
resource to make sure that production takes place smoothly and effectively, and the
required number of product is produced to meet the estimated demands.
 Review: Once the plan is executed, next phase would be to review the results. Samsung
Electronics will compare the planned activity, budgets and results with actual activities,
budgets and results. They will also evaluate and test the product produced carefully to
make sure its working as expected and there should not be any harms to the consumer or

brand value of the company. Once the results are satisfactory to the research team the
product is all set to be launched in the market. The product would also be reviewed based
on its sale and demand in the market. One of the major way to review the product would
be through feedback from its ultimate users. It is important for Samsung to get all the
results positive to maintain its market sustainability and be secured in long run.
CONCLUSION
Form the above report it can be concluded that in order to bring efficiency in innovation
of business change aspect aspects are required to be taken in a very effective manner so as to
analyse them and review them in prominent manner. Innovation is crucial for the company as it
is providing high end contribution in overall business success and market sustainability.
Innovation helps in rendering proper competence to the business as it handles all the competitors
in a very significant manner.
For making the innovation successful, this is essential that technological trends are
determined by businesses which are running in the market at current or future time. This may
provide immense scope to the business of successfully place proposed innovation in marketplace
in advantageous manner (Lee, Yoo and Kim, 2016).
This is also required by the business to recognise need of innovation and its future
development within marketplace with the help of clearly defined ideas so as to shape up
innovative idea. This is helpful in aligning creativity level and to meet market needs by
implementing innovation in a very successful manner so as to fulfil requirements of their
customers.
Various stages are there by which implementation is adapted by the business of change
within organisation. In order to effectively manage the same road map is prepared so as to
provide guidance throughout the journey of innovation and implementing the same. This would
help the business to recognise all the required stages in considerable way. This provides an
approach of systematic implementation of business change. There are distinct stages which are
required to be adhered during implementing change and several organisational concepts are
associated such as resources, skills, legal compliance and many more. For successful

implementation of the same these changes are adapted in significant way by which sustainability
and overall success can be achieved
REFERENCES
Books and journals
Alecusan, A.M. and Dimitrescu, A., 2016. Innovation management: the past, present and future
of the market. Studies in Business and Economics. 11(3). pp.140-149.
Atamli-Reineh and et. al., 2016, December. Analysis of trusted execution environment usage in
samsung KNOX. In Proceedings of the 1st Workshop on System Software for Trusted
Execution (pp. 1-6).
Aveyard, K., 2016. New patterns in global television formats. Intellect Books.
Glowik, M., 2016. Market Entry Strategies: Internationalization Theories, Concepts and Cases of
Asian High-Technology Firms: Haier, Hon Hai Precision, Lenovo, LG Electronics,
Panasonic, Samsung, Sharp, Sony, TCL, Xiaomi. Walter de Gruyter GmbH & Co KG.
Iblasi, W.N., Bader, D.M. and Al-Qreini, S.A., 2016. The impact of social media as a marketing
tool on purchasing decisions (Case study on SAMSUNG for electrical home
appliances). International Journal of Managerial Studies and Research. 4(1). pp.14-28.
Khajeheian, D. and Friedrichsen, M., 2017. Innovation inventory as a source of creativity for
interactive television. In Digital transformation in journalism and news media (pp. 341-
349). Springer, Cham.
Khajeheian, D. and Tadayoni, R., 2016. User innovation in public service broadcasts: creating
public value by media entrepreneurship. International Journal of Technology Transfer
and Commercialisation. 14(2). pp.117-131.
Kim, C., 2016. Samsung, Media Empire and Family: A Power Web. Routledge.
Lee, K.S., Yoo, H.N. and Kim, U.Y., LG Electronics Inc, 2016. Display of a television receiver
with graphical user interface. U.S. Patent Application 29/490,559.
Lotz, A.D., 2016. The paradigmatic evolution of US television and the emergence of internet-
distributed television. Revista ICONO14 Revista científica de Comunicación y
Tecnologías emergentes. 14(2). pp.122-142.
Straker, K. and Wrigley, C., 2016. The role of emotion, experience and meaning: The
comparative case of Apple and Samsung. In International perspectives on business
innovation and disruption in design. Edward Elgar Publishing.
Tidd, J. and Bessant, J.R., 2018. Managing innovation: integrating technological, market and
organizational change. John Wiley & Sons.

Online
BBC builds a 'holographic' TV to see how we may watch shows in the future. 2018. [Online]
Available through <https://www.wired.co.uk/article/bbc-holographic-tv/>.
Hologram. 2018. [Online] Available through
<http://www.madehow.com/Volume-3/Hologram.html/>.