MARKET ANALYSIS FOR “THEATRE IN SITU” SOCIAL APPS AND SCENIC TOOL: THIS BY SMARTHEA

Abstract

This consulting Internship paper aim to help SMARTHEA company to find the right business case for THIS application through value curve, customers analysis, competitors’ analysis, and pricing model by providing recommendations on a viable business model and business plan for THIS (THéâtre In Situ) by SMARTHEA. This project is part of the "Augmented Experience of Live Performance" theme. It is based on new modalities of interaction between audiences and artists (contemporary dramaturgies, transmedia writing) thanks to the creation of a community platform, a stage editing software and a smartphone application and augmented reality glasses) based on 5G technology. The structuring value of THIS is the provision of tools offering a wide range of services: artistic creation, broadcasting, and networking. THIS also seeks to respond to the dilemma of the disruption of the public’s cultural activities by the COVID-19 pandemic. In addition, it seeks to offer greater participation for audiences with limited mobility whilst leveraging on technological advancements to attract a younger generation into the arts and culture.