Design Thinking for Innovation     Reflection Assignment - Design Thinking in the Broadcast and Media Industry     Richard Moseley   23 July 2021     Challenge & Selection     Part of my job in business development and sales requires telling a story to communicate a   compelling message to my customers to identify mutual new business opportunities , and ultimately   sell a product , solution , or service .     I work in the television broadcast and media industry , in which the technical landscape is constantly   evolving with new and interesting ways to deliver and consume video , audio , and data content .    Many of my customers can be overwhelmed by the broad - ranging new technologies available and   struggle to understand how they can adopt such technologies to create additional revenue streams   or generate greater profit margins .     I chose the Storytelling tool to help take my customers on an imaginative , learning , and interactive   journey to explore what their business model and consumer offering could look like embracing some   of these new technologies .   The aim is to ultimately generate interest in one or more of the products   or services I am tasked with selling and lead the way to produce a new technology design , agree on   commercial pricing and terms , and deployment of the new service .     Application     Since the successful deal closure with one of my customers ’ a tier 1 UK broadcaster , using a state - of- the - art cloud - based technology solution , there have been no further immediate new business   opportunities emerging .   I , therefore , prepared two stories linked to new technologies that would   complement their cloud - based solution , which could ultimately once validated and refined , generate   additional revenue for my customer .     My first story relates to an enhanced consumer TV experience using personalised TV technology for   delivery of television channels through the Internet , providing a more immersive experience for the   end consumer , as the television programme content is specifically selected to match the individuals ’   tastes .   The business proposition for my customer is ( i ) improved consumer retention as the TV   channels become more appealing to each individual and ( ii ) a greater commercial value of the   advertisement slots , as they too can be targeted and adapted to suite the individuals ’ tastes .     I then told the story of another customer who also adopted a cloud - based technology solution and   how they capitalised on its attributes , such as flexibility , scalability , and speed to launch new TV   channels and services .   I explained all of these attributes enabled that customer to secure new   business over the competition , enabling new profitable revenue streams .   For example , ( i ) the   flexibility comes from a pure software solution enabling changes to take place with ease , such as   changing a standard definition channel to a high or ultra - high definition channel , ( ii ) the scalability   come from cloud solution expansion simplicity , enabling extra channels to be launched without the   need for significant investment , and ( iii ) the software and cloud solution facilitates the rapid launch   of new channels and feature , such as ‘ ad - hoc ’ PoP up thematic channels for special events such as   the Olympics and Christmas TV Shows . 

 Insight and Approach     With these first two stories my customer became fully engaged , not so much about what I was trying   to sell to them , but how they could now see the new business opportunities for them and how they   could succeed .   On reflection , perhaps the stories could have been enhanced with the aid of a   visualisation tool .     As for the next steps , I plan to deliver a broader version of the stories to a wider audience from   different departments within the customer ’s organisation , this time with the aid of complementary   visualisation tools to help reinforce the message .   The visualisation tool will show ( i ) how the   technology will integrate within their new cloud solution , ( ii ) how the flow of the costs and revenue   streams will occur , and ( iii ) the human interactivity from my company , my customer , and the end   consumer .     Although telling a story about a new business idea seems to go hand - in - hand , I had n’t fully   appreciated it as a ‘ tool ’ until this course .   I now feel story preparation and delivery complementary   to the product or service I am selling is a key item for success . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Richard Moseley
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Design Thinking for Innovation     Reflection Assignment - Design Thinking in the Broadcast and Media Industry     Richard Moseley   23 July 2021     Challenge & Selection     Part of my job in business development and sales requires telling a story to communicate a   compelling message to my customers to identify mutual new business opportunities , and ultimately   sell a product , solution , or service .     I work in the television broadcast and media industry , in which the technical landscape is constantly   evolving with new and interesting ways to deliver and consume video , audio , and data content .    Many of my customers can be overwhelmed by the broad - ranging new technologies available and   struggle to understand how they can adopt such technologies to create additional revenue streams   or generate greater profit margins .     I chose the Storytelling tool to help take my customers on an imaginative , learning , and interactive   journey to explore what their business model and consumer offering could look like embracing some   of these new technologies .   The aim is to ultimately generate interest in one or more of the products   or services I am tasked with selling and lead the way to produce a new technology design , agree on   commercial pricing and terms , and deployment of the new service .     Application     Since the successful deal closure with one of my customers ’ a tier 1 UK broadcaster , using a state - of- the - art cloud - based technology solution , there have been no further immediate new business   opportunities emerging .   I , therefore , prepared two stories linked to new technologies that would   complement their cloud - based solution , which could ultimately once validated and refined , generate   additional revenue for my customer .     My first story relates to an enhanced consumer TV experience using personalised TV technology for   delivery of television channels through the Internet , providing a more immersive experience for the   end consumer , as the television programme content is specifically selected to match the individuals ’   tastes .   The business proposition for my customer is ( i ) improved consumer retention as the TV   channels become more appealing to each individual and ( ii ) a greater commercial value of the   advertisement slots , as they too can be targeted and adapted to suite the individuals ’ tastes .     I then told the story of another customer who also adopted a cloud - based technology solution and   how they capitalised on its attributes , such as flexibility , scalability , and speed to launch new TV   channels and services .   I explained all of these attributes enabled that customer to secure new   business over the competition , enabling new profitable revenue streams .   For example , ( i ) the   flexibility comes from a pure software solution enabling changes to take place with ease , such as   changing a standard definition channel to a high or ultra - high definition channel , ( ii ) the scalability   come from cloud solution expansion simplicity , enabling extra channels to be launched without the   need for significant investment , and ( iii ) the software and cloud solution facilitates the rapid launch   of new channels and feature , such as ‘ ad - hoc ’ PoP up thematic channels for special events such as   the Olympics and Christmas TV Shows . 

 Insight and Approach     With these first two stories my customer became fully engaged , not so much about what I was trying   to sell to them , but how they could now see the new business opportunities for them and how they   could succeed .   On reflection , perhaps the stories could have been enhanced with the aid of a   visualisation tool .     As for the next steps , I plan to deliver a broader version of the stories to a wider audience from   different departments within the customer ’s organisation , this time with the aid of complementary   visualisation tools to help reinforce the message .   The visualisation tool will show ( i ) how the   technology will integrate within their new cloud solution , ( ii ) how the flow of the costs and revenue   streams will occur , and ( iii ) the human interactivity from my company , my customer , and the end   consumer .     Although telling a story about a new business idea seems to go hand - in - hand , I had n’t fully   appreciated it as a ‘ tool ’ until this course .   I now feel story preparation and delivery complementary   to the product or service I am selling is a key item for success .
### Output: 