The outcome First-place win and $4,000 grand prize
The team: Charles Guo, MBA 15, Berkeley School of Information student Kiki Liu, and Dirk de Wit, a visiting I-School student from Eindhoven University of Technology in The Netherlands
The challenge: Students competed against teams from across campus to develop biz and tech strategies that capitalize on the emerging LTE Direct mobile standard. LTE Direct employs "ambient awareness," which allows mobile devices to passively monitor broadcasts from other devices within several hundred meters. The technology opens up possibilities for hyper-local mobile advertising, a burgeoning industry expected to grow into the billions.
What made them winners: The team recommended that the competition sponsors adopt a platform they called "Connect Better," which would allow retailers to attract consumers into their their stores by pushing out real-time offers and promotions. For example, a shopper strolling through a mall on a hot day might get an alert for a deal on a on a double Java Chip Frapuccino from Starbucks or a Ben & Jerry's ice cream cone.
Charles said the team's go-to-market strategy to get the full range of potential users--telecoms, advertisers, brands, and mobile device users--to adopt the advertising platform distinguished their project from others.
Working in an interdisciplinary team was a big advantage, he said. "Everyone brought a unique view and skill set to the team. Our team was able to successfully balance technical and business perspectives in every part of our decision making," he said. "Working with a data scientist and a programmer also gave me a glimpse of the environment that I would encounter during my internship with HP this summer."
The H-factor: "This was an innovation case competition so we used several brainstorming approaches from Problem Finding, Problem Solving to generate use cases ideas and business models," he says. "I was also exposed to a variety of business models through the cases we examined in Toby Stuart's Entrepenurship class. Exposure to numerous models really helped me mix and match concepts to form our business model."