Application of Value Proposition Design to a high-tech business market product

Abstract: In early 2019, a system of sensors, projectors, and software was created for the purpose of improving the experience of entering Sony’s offices in Lund, Sweden. The system attracted attention, both internally and externally, and grew organically in features and scope to meet the needs of its initial customers. Due to its modularity and wide applicability, it came to be known as the Interactive Content Solution (ICS). At the start of this study, in mid-2020, the product faced a set of issues not unusual for complex technical solutions. Firstly, the solution had increased in both complexity and scope, making it increasingly difficult to communicate the essence of the solution and finding a common direction for future development. Secondly, in order to warrant continued development, the solution had to show potential to expand externally and as such, a target customer and market needed to be explored. This study aims to address these two issues by analysing and defining a chosen market segment, and by creating a value proposition for the ICS, using Value Proposition Design (VPD) methodology, qualitative interviews, and need assessment. In addition to the above, the study also provides an element of method testing and method development by reflecting on the challenges of using VPD in a business-to- business setting for an existing high-tech solution. The authors’ found the methodology’s visual tools and presentation to be its core strength, while the at times poorly documented approach for business-to-business products its greatest weakness. Ultimately, it is shown that for the ICS to satisfy its customers’ needs, its value proposition should: impress, engage, grab attention, be easy to use, be easy to explain, and be reliable.