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Increasing government regulation in children goods industry;


High demand to ecologically neutral products;


New technologies including screened interaction in stores;


Economic instability resulting in Do-it-Yourself market growth;


Any customer may become your competitor soon as barriers for new player entry are low in internet-era;



Growth of market with high Mergers & Acquisitions potential;


High demand for children goods from charity programs;



Civil society is an established power with opinion leaders covering millions of people in social media;



Digital natives generation grown up on Pcs, laptops, tablets and smartphones;



Power of children: children now make more influence on parents than ever before..

Financial statements of 'Detskiy Mir' (amounts in thousands of U.S. dollars)


  1H 2012
Revenue 540 770 797 364 584 604 659 311 782 900 354 266
Gross profit 213 282 320 287 215 120 280 669 271 503 130 500
Margin, % 39,40 40,16 36,79 42,57 35,40 36,80
Net income/(loss) (16 248) (50 592) (102 346) 1 084 (5 600) (28 930)
Number of shops  
Shopping area (th. sq. meters)
Number of visitors, mln.   68,2 69,7 33,5



'Detskiy Mir' revenue breakdown by the regions, %


'Detskiy Mir' quarterly breakdown in 2011

  1H 2012 Share of revenue, % N of outlets 1H 2011 Share of revenue, % N of outlets
Moscow and Moscow region 38,60 41,80
The Central Federal District 10,20 10,30
Northwestern Federal District 10,60 10,30
Volga (Privolzhsky) Federal District 18,70 17,70
Southern Federal District 6,20 5,70
Ural Federal District 8,40 7,80
Siberian Federal District 6,80 6,40
Kazakhstan 0,50  



Detskiy Mir' new store concept



Convenient for client

Effective for trade

10. Typical zoning of the 'Detskiy Mir' store

Схема расположения

Windows 8

Windows 8 provides businesses with the enterprise-grade solutions IT departments need. It brings new possibilities in mobile productivity, end-to-end security, virtualization and management advancements, and the longingly expected business tablets.

Windows 8 has a user interface that responds equally well to touch as it does to a keyboard and mouse. Windows 8 has its benefits for business in a variety of ways, including:

■ Great user experience

Windows 8 bridges the gap between a personalized experience for users and the security and management features that IT professionals trust. Features include the new Windows 8 Start screen and fully immersive Metro style apps. People can be more productive with both multitouch and traditional keyboard and mouse interfaces. Critical line-of-business apps also can benefit from an immersive full screen, allowing people to easily interact with the app.

■ Tablets without compromise

Windows 8-based business tablets are built for touch and are deeply personalized. Powerful, connected Metro style applications are the focal point to create an immersive experience that helps eliminate distractions while having the productivity benefits of a PC. In addition, it works well with a mouse and keyboard. It also enables organizations to use Windows 7 productivity and line-of-business applications, and IT departments can leverage their existing infrastructure to help manage, secure and support it.

■ New possibilities for mobile productivity

For people who are increasingly mobile, Windows 8 helps them stay connected and productive in a more secure way. Windows 8 includes Windows To Go - the ability to provide users with a full corporate copy of Windows 8 (along with users' business apps, data and settings. It's a fully manageable corporate Windows 8 desktop on a bootable USB stick and it will allow employees to work from anywhere on any device, while also helping IT professionals keep their organizations secure. Windows 8 also includes improvements to DirectAccess and built-in mobile broadband features that natively support 3G and 4G telecommunication. And Windows 8 can stay always connected with Metro style apps.

■ End-to-end security

Features such as Trusted Boot and improved BitLocker Drive Encryption, AppLocker and claim-based access control help protect corporate data across the client device, the network and back-end infrastructure.

■ Advancements in virtualization

With Windows 8, users can get a virtu-alized experience with high-definition graphics, support for touch and support for USB devices on a local PC. It will be easier for IT departments to implement virtual desktop infrastructures in a more cost-effective way. In addition, Windows 8 includes Microsoft Hyper-V, a high-performing client virtualization technology that enables enterprise developers to develop, debug and test multiple configurations of apps and operating systems on a single PC instead of each configuration requiring its own PC.

■ Improved management

Windows 8 easily integrates into most existing client management infrastructures, and management tasks are easier with Windows PowerShell automation.

Windows Phone

Windows Phone is a mobile operating system developed by Microsoft. Unlike its predecessor, it is primarily aimed at the consumer market rather than the enterprise market. The system was launched in Europe, Singapore, Australia, and New Zealand on October 21, 2010, and in the US and Canada on November 8, 2010, Mexico on November 24, 2010, the PAL region5 on December 3, 2010, and Asia in early 2011in Russia on September, 2011.

In order to achieve the effective functioning on the platform, Microsoft decided to set up high hardware standards, which should become a guide for all WP smartphones developers. One of the most significant decisions is the development of the whole platform on the only chip. There are Qualcom-mQSD8250 chip sets with an integrated graphic chip Adreno 200 adjusted into the WP smartphones.

-The Windows Phone was built around the idea that the end user is king. The design team began by defining and understanding the people who would use this phone. It was convinced that there could be a better user experience for a phone, one that revolves more around who the users are rather than what they do.

The Windows Phone lets users quickly get in, get out and back to their lives. Windows Phone Wins Three IDEA Awards".

The two main tools for the development of applications for a new platform became Silverlight and XNA Framework. Thanks to the universal platform and a set of libraries, developers are able to write applications for Windows Phone, web, PC and Xbox with a minimum of differences, simply modifying them according to the different screen's resolution.

Reception to Windows Phone has been generally positive, with special note to certain shortcomings, which Engadget and Gizmodo felt were notable omissions in a modern smartphone OS. ZDNet14 praised the OS's virtual keyboard and noted the excellent touch precision as well as powerful autocorrect and revision software. The touch responsiveness of the OS has also been universally praised by all three sites with reviewers noting the smoothness of scrolling and gestures like pinch to zoom in web browsing.

Windows Phone is a fresh approach to a phone interface since the iPhone. Everything is super flat and two dimensional. Ultra-basic squares, primary colors and lists. Fonts are gigantic and clean, white text on an almost universally black void. It's fluid. This spartan nature is emblematic of the entire OS, for better and for worse. You don't get a lot of choices; there are no custom ring-tones, for instance. It just is how it is.

As the result, Windows Phone was presented with a total of three awards at the 2011 International Design Excellence Awards; Gold in Interactive Product Experience, Silver in Research and Bronze in the Design Strategy.

WP Marketplace

Windows Phone Marketplace is a service by Microsoft for its Windows Phone platform that allows users to browse and download applications that have been developed by third-parties. The Windows Phone Marketplace was launched along with Windows Phone in Oct 2010 in some countries.

Windows Phone Marketplace has support for credit card purchases, and ad-supported content. The Marketplace also features a "try-before-you-buy" scheme, where the user has an option to download a trial or demo for a commercial app. Other features are said to be similar to Windows Phone Marketplace's predecessor, Windows Marketplace for Mobile. The Windows Phone Marketplace will have 61 categories split up in to 16 main categories and 25 sub-categories. Apps can only be placed in one category.

Speaking of Russia, it is important to mention that Microsoft and Softkey signed a strategic agreement that opened to developers of software for mobile platforms from Russia and CIS countries new opportunities for placing their applications on Windows Phone platforms. This agreement greatly simplifies the process of writing applications in Windows Phone Marketplace and subsequent monetization, enabling developers to focus on its core business - writing new and exciting applications. Developers can sign a contract with Softkey, which is committed to deploy applications in Windows Phone Marketplace and pay developers their profits.

"This agreement is our response to numerous requests from developers who want already to make profits out of a fast-growing mobile Microsoft platform, - said Nikolay Pryanishnikov, president of Microsoft in Russia. - Currently in Marketplace there are about 200 applications from Russian developers, which is a very good indicator for the platform, not yet represented on the Russian market. Strategic agreement with Softkey will open up to developers from Russia and CIS countries new horizons."


Kinect is a motion sensing input device by Microsoft for the Xbox 360 video game console and Windows PCs. Based around a webcam-style add-on peripheral for the Xbox 360 console, it enables users to control and interact with the Xbox 360 without the need to touch a game controller, through a natural user interface using gestures and spoken commands. The project is aimed at broadening the Xbox 360's audience beyond its typical gamer base. Kinect competes with the Wii Remote Plus and PlayStation Move with PlayStation Eye motion controllers for the Wii and PlayStation 3 home consoles, respectively. A version for Windows was released on February 1, 2012.

Kinect was launched in North America on November 4, 2010, in Europe on November 10, 2010, in Australia, New Zealand and Singapore on November 18, 2010, and in Japan on November 20, 2010. Purchase options for the sensor peripheral include a bundle with the game Kinect Adventures and console bundles with either a 4 GB or 250 GB Xbox 360 console and Kinect Adventures.

After selling a total of 8 million units in its first 60 days, the Kinect holds the Guinness World Record of being the "fastest selling consumer electronics device". 18 million units of the Kinect sensor had been shipped as of January 2012.

Microsoft released Kinect software development kit for Windows 7 on June 16, 2011. This SDK will allow developers to write Kinecting apps in C + +/CLI, C#, or Visual Basic .NET.

Example of Virtual Fitting Room for Topshop:

A special kiosk for the fitting room was installed at the flagman Topshop store in Moscow at the shopping centre European, 5-8 May 2011. The virtual fitting room is built on the most sophisticated technologies: augmented reality and Microsoft Kinect. Augmented reality allows the customers to select a garment off the rack without having to try it on physically. As a customer, you see yourself onscreen with a 3D copy of a dress. Kinect allows the user to control the program by simple gestures pushing virtual buttons right in the air.

To activate the program you don't need special markers: the built-in camera tracks a person's body and superimposes over it a 3D model of the dress.

A unique feature that allows the customers to watch both the front and the back parts of the dress was deployed in the Topshop fitting room for the first time in the world practice.

Kinect as a kiosk

With the adoption of Kinect on the Xbox platform and with all the Kinect games out now, people are beginning to better understand gesture-based interactions. Plus, with many new Kinect applications moving beyond games and toward pure experiences, the next logical question to address is what comes next and how might we use this device in the consumer space?

Now clients are coming and asking what differentiator options Kinect offers and how to incorporate it in their retail space. We have all seen the research and hacking projects that people have already started developing for Kinect, such as controlling helicopters and making shadow puppets.

The first thing to understand about Kinect is that it needs more space than a standard touch Kiosk. Ideally, it should have a dedicated area for the interaction that allows for someone, or maybe a few people, watching or interacting, being able to stand around and use wide motion gestures. Depending on the overall experience you are trying to achieve, you may want to think how it can work in your retail environment, especially if space is an issue.

There are delicate considerations retailers need to make before choosing Kinect as an option. First, there needs to be a dedicated area (about 3-4 meters) for the user - this is to make sure that no passive shoppers interfere with the Kinect detection camera. Second, retailers need to make a clear designated area so consumers know if they are in the designated Kinect area or not.

Best Buy and the Microsoft Store do an excellent job of defining a space for the interaction; to make it clear to passive shoppers not to enter the "Kinect experience" with the use of colored carpet and a small wall at the back of the zone. The Microsoft Store places the experience at the back and at the front of the store in dedicated areas, out of the way. The individual using the Kinect can also see where they are meant to stand, enabling them to move and not worry about bumping into shoppers. This keeps everyone aware of the Kinect interaction whether they are in it or not.

Consideration also needs to be given to the height and position of the camera; it is optimal to have the camera directly in front and at about waist height to allow for tall and short users (think children) to use the Kinect properly. It can also be placed in other locations, though it can affect Kinect's ability to detect a user's full bodies for tracking.

Next consideration is to the interactive experience that best suits a Kinect device. The Kinect camera, at this point, is not as sensitive to body detail as you might expect. It cannot pick up, for example, individual fingers and facial details without some modifications or custom work. That is not to say it cannot be done or isn't being worked on by developers, but the out-of-the-box experience is much more about skeletal tracking.

This means that the interactions are all about moving parts of your body, hence the warning about space for people to move. The motion tracking is very fast, with almost no delay. The real issues arise in what gestures work best and are most easily picked up by the camera.

Big exaggerated gestures are easiest to learn and use for both the camera and the user; like swiping your arm from far right to left (or vice-versa), raising your arm in front of you, lifting your legs and leaning all work well. The user will really benefit from short animated tutorials of the experience or some clue as to what the interaction needs to be; for instance, displaying arrows to dictate motion. Things get a little difficult when you try spinning around or standing sideways, as the camera tends to get confused when parts of the body overlap. It can make the skeletal tracking jump around and get a little confused. We have found that we can make this harder interaction work by placing the camera off center, but this starts using more space and can make the arrangement more awkward for a tight retail environment. We even worked out a solution using two cameras Detroit and New York auto shows where space wasn't an issue.

With that in mind, the interactions for Kinect are best for big interactions, versus very detailed and intricate manipulations. At this time, we are not quite at the level that "Minority Report" has filled our heads with, but we are on our way there now. Still, it is possible to come up with some neat interactions and designs, even with these limitations. It is important to keep in mind is that many people will complete the same action differently. Ask anyone to swipe in front of them and see how many different ways people do this action. Every interaction should be considerate of individual interpretation. Plan for the gesture to not be recognized the first time by the device, and make sure the user feels compelled to try again and minimizing frustration.

Kinect was designed to be used as an entertainment device for the Xbox, and that is where it excels in its experiences. The experiences that consider its origins seem to perform best. People like moving around and it makes them generally happy to do so, hence its great success in the gaming ecosystem.

However, people don't like to look like fools in front of others, and nothing is going to make you look more foolish than the wrong experience, in the wrong environment, at the wrong time. This means that this device and its interactions can create amazing marketing and in-store experiences, so you must choose the experience carefully. Consideration needs to be given to the consumers you are targeting, where you position this interaction, and what your goal is in getting people to complete the interaction. For example, children are happy to jump about and create energetic interactions with Kinect; however older users are less inclined to do so. The most careful consideration should be made while defining what supporting role a Kinect can play within a retail environment. Generally, Kinect is used as an extension of a marketing campaign or as a concentrated interactive experience.

Kinect is often setup with a large display and it is important to remember that people will be 2-3 meters from the screen. This is to allow the camera to fully track the user's gestures, so the content needs to work at a distance. I would say that the bigger the display the better because it allows others to notice the experience from across the store. It also gives a wonderful sense of user control for moving larger than life objects and boosts the entertainment factor. This means you need to think more like a billboard designer than a touch screen developer. Content needs to be big and have large target zones for interactions to be properly tracked; it is a little like designing for mobile and finger interactions, but scaled up. Density of buttons should be very light and spread out. The optimal layout would be 10 or less items on the screen at any given time, and remember, people are not going to be reading product descriptions at this size. Leave descriptions for the touch kiosks and mobile devices.

Kinect also detects voice commands and can be setup to recognize certain key-phrases. Voice activation and use can be difficult in noisy environments such as large retail stores. Of course, if your retail environment is quiet or more exclusive, this can be an alternative way to interact with the device.

One of the most valuable aspects to a properly situated Kinect is that it creates dwell time in targeted regions of the store. It is important to consider products that you sell in-store that would benefit from a motion based interaction like Kinect. Looking for screws in a hardware store or finding a pair of shoes may not be the best product to target with this experience, but it will enhance the buying experience and will bring the consumer through another retail channel, building brand awareness and affinity.

Where Kinect excels is in enhancing an experience of a product, like a virtual mirror allowing users to do things they couldn't ordinarily do; such as an area for trying on different outfits or augmenting a sports experience for a team apparel store, changing the environment they see themselves in.

In summary, Kinect is a new and exciting development in technology, which offers yet another way to interact and leave an impression with consumers. Kinect's value is in extending a brand's channels with an entertainment factor, as it can engage with a consumer and offer a differentiated way to display beyond a physical product. Most people we have watched using this interaction have enjoyed the difference it brings and will often encourage others to become involved. I hope that this article gives a little insight to some of the benefits of Kinect for retail as well as the endless possibilities. As the technology gets more accurate and better the experiences are going to improve and become more engaging to use. I am looking forward to see how far my clients want to go with it.



Переведенная версия Business-Case4.docx



Date: 2015-12-11; view: 574

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