Open Access

Mauritz Crasemann

• Within the framework of a bachelor thesis, the requirements for a market-entry got analysed, regarding the programmable textile Lumalive from Royal Philps. As a potential target market, the advertising industry got chosen. Moreover, the Lumalive fabric is to be implemented into the out-of-home environment as a digital screening surface on which advertisement can be placed in future. Due to Lumalive´s conformable texture, an installation into public furniture is feasible and it is an essential part for the implementation into the public limited environment of restaurants. This approach got established to launch a market re-entry, hence the technology already got exploited in the years 2007-2008, which resulted in a market failure. The knowledge that was needed for the development of this implementation approach got retrieved from three qualitative expert interviews. Next to the literature that was used in this paper, these interviews devised the requirements which would be essential to achieve the market-entry. The statements of each participant from the gastronomy, the advertising industry and the technology industry, have been treated as the representing statements of the whole industry, which they are presenting. Within a comparison between Lumalive textile and an imprinted banner textile, it got reviled, that the LED technology of Lumalive outperforms imprinted ad-tools in terms of costs. Furthermore, Lumalive disposes qualitative characteristics, like the multiple usability which enables the cost per square metre to decrease. The thesis also elaborates on the fact, that a relaunch of production would need to consider an increase of Lumalive´s display resolution. These cost factors and quality factors were taken into account in the establishment of the implementation approach. Herby, the type of advertisement plays an important role when placing product communication at places which are hubs for interpersonal communication. It got concluded that implicit advertisement could become they type of ad, that can be displayed on Lumalive installed in a parasol. With this implementation approach and Lumalive´s ability to outperform imprinted OOH media in terms of costs and quality, a possible market entry for the LED textile became realisable.