Virtual Reality (VR) is a strategy that is slowly gaining popularity and has been used in a number of different ways, such as consumer entertainment, travel, tourism, training, and education. In my opinion, the implementation of VR in the classroom is not a matter of if, it’s a matter of when. Previously, I have wondered about the balance between typical classroom instruction and VR and how it will be defined. While this is still a concern of mine, I have also started to wonder why VR is not already commonly used in the classroom setting. As I considered this, I realized a company developing VR strictly for the education setting is considered new-market disruptive innovation and should target non-consumers. However, for VR to regularly appear in classrooms, there are a few areas that need improvement. According to The Signals of Change, Where are the Opportunities?, there are two key components to disruptive innovation: creating an affordable product and helping consumers more easily do what they were trying to get done (Christensen et al.). While VR will help educators more efficiently provide instruction, the cost of VR is currently too expensive to promote disruptive innovation (Neiger). This explains the lack of VR in classrooms. Companies hoping to sell their products to schools must have a more affordable price than their current rates.
In order to determine an affordable price, market research should be conducted. This research will provide more information about customers, determine the correct customers to target, and help companies understand the individuals involved in buying process (Wong et al.). All of this information will impact pricing as well as the overall marketing strategy.
After determining an affordable price and conducting market research, companies must develop an effective marketing strategy through collaboration between the marketing and information technology teams. In the survey conducted by Accenture Interactive, it was reported that “less than one quarter of marketers think the level of collaboration between CMOs and CIOs is at the ‘right level’” (“Cutting Across”). A company marketing VR is considered a tech-based company. Therefore, it is even more important that there is continuous collaboration between marketing and IT. This collaboration should focus on a shared vision, customer experience, and integration to promote the company’s business model and product (“Cutting Across”).
The success of VR in the classroom setting is dependent upon an affordable price, conducting and utilizing market research effectively, and carefully developing a marketing strategy. Once all of these steps are taken, I believe VR will be the next disruptive innovation in the education world.
Christensen , Clayton M, et al. “The Signals of Change: Where Are the Opportunities?.” Harvard Business School Press, 2006.
“Cutting Across the CMO-CIO Divide .” Www.accenture.com, Accenture Interactive, June 2014, www.accenture.com/us-en/~/media/accenture/conversion-assets/dotcom/documents/global/pdf/dualpub_16/accenture-interactive-cutting-across-the-cmo-cio-divide-pdf.pdf.
Neiger, Chris. “Virtual Reality Is Too Expensive for Most People – but That’s about to Change.” Business Insider, Business Insider, 8 Sept. 2016, www.businessinsider.com/why-is-virtual-reality-so-expensive-2016-9.
Wong, Ho Yin, et al. “Analyzing the Target Market: Part 1, Marketing Research.” Harvard Business Publishing , 31 Jan. 2011, pp. 29–45.