MAHNOOR ARIF

CMS-19273
SAP-6753
8th of June, 2020

MEDIA AND BUSINESS MANAGEMENT

Final Term Examination, Spring 2020
(Solved)

Question No 1: Explain why every organization needs an augmented reality strategy. Do

you think organizations in a developing country like Pakistan can yield the benefits of
implementing augmented reality strategy? If yes then how? If not then why not?
Answer:
The gap between the digital and physical world is huge and has millions of
opportunities and challenges that remain untapped and unexplored till date. Undoubtedly, the
wealth and mass of data and opportunities that the digital world offers us is magnanimous, yet
still; is trapped in the clutches of the pages and screens. We are yet to explore and benefit from
the richness of digital data in the real world.

One prominent technology setting milestones in realizing the full potential and prolificacy of
digital information and mapping in the real world is the technology of Augmented Reality.

WHAT IS AR?

Augmented Reality is a step ahead of the traditional two dimensional computing mechanism and
digital transformations known and most commonly used by mankind. It expands beyond the
spheres of conventional Information Technology models that we use in our day to day life by
providing an experience of the digital world into the physical world. Thus, it maps perceptual
information generated by computers through Artificial Intelligence into the real world
environment by adding a stream of digital information onto it. Simply put, AR technology
provides users with the finest interactive experience of placing 3 dimensional digital objects into
reality.

The most common and widely used example of AR technology that we are not even aware we
are using is Snapchat. The various filters like the puppy, moustache, glasses and many others
place digitally created 3D drawings onto our physical face by using face detection algorithms.
Other Examples of Augmented Reality includes Pokemon Go, Microsoft Hololens Hologram,
Playing Mario in Real World,

HOW AR WORKS?

Augmented Reality is an emerging and popular advancement in the field of Artificial

Intelligence that operates on camera equipped devices such as a Smartphone, Ipad, Tablet that
are priorly encrypted with AR software. When the user uses the camera to capture an object or
scans a plain surface, the software processes it with computer vision technology and therefore,
places a 3D object in the real environment through a screen.

SIGNIFICANCE
Pokemon Go, an AR game, released in 2016, was a one of its kind user experience that took the
world by storm. In the first month the game became more popular than Facebook, Twitter and
Instagram and made two hundred million dollars in revenue which boosted the host company in
value by 23 billion dollars.

For the past 100 years, we have interacted with 2D computer screens in almost every facet of
life, be it, education, shopping, healthcare and what not. But since the advent of AR, we have
experienced a transition from 2D to overlaying digital content in the physical world around us.
One estimate reports that by the year 2020 spending on AR technology will reach $60 billion. In
the coming time, AR will change the way the world operates today and open new avenues for
efficient decision making.

For instance, the Healthcare Industry will undergo a revolutionary surgical shift of visualizing
what the human body looks like. Similarly, AR will be used for product design and generating
prototype. Furthermore, its application will also have implications on the way businesses and
warfare branches of a country operate given the abundance of benefits that it garners.

Augmented Reality applied to reap maximum benefits for the businesses creates value in two
modes, which are stated as following:

1. As an interactive product feature

Organizations can embed AR technology into their product or service offerings to

improve the operational and information discretionary user interface to gain a niche in the
competitive market. The AR heads up technology, also a key development in the military
circle, can be used through smart glasses to improve the functioning of a given product.
For example, car manufacturers can use AR technology through smart glasses to show
whether the car is locked, the fuel tank is full or the tire pressure. Since AR is a cloud
based software therefore it can be customized and updated to the user’s preference. Such
 technological incorporation will have better the user experience and will have a positive
impact on competitive positioning and brand value of a company.

2. Improving the performance of value chain

Secondly, AR can be used to improve the value chain of the final offering by
increasing productivity and efficiency, cutting out on unnecessary costs and reducing
waste. Among the value chain, AR can be used in the following departments:

● Product Development- ​The AR technology has enabled engineers to

make better decisions regarding product designs and modification by
placing a 3D version of the product prototype in the physical environment.
● Manufacturing- AR contributes to product manufacturing as well by
integrating crucial information from the control system, secondary
sensors, and asset management systems and timely prompting factory
workers to take proactive measures to prevent costly downtime.
● Logistics- AR utilization helps reduce the fuss of massive warehouse
operations and the extensive manual data recording practices that goes into
the process by directing workers to the location of the desired product. AR
has subsequently made warehouse management easier and more effective
for organizations.
● Marketing and Sales- AR has facilitated the showroom feel and product
demonstration by giving the users the ability to place products in a real
setting before buying them. This has led to better purchase decisions,
increased satisfaction and strengthened repurchase intentions by the
customer.
● Human Resources- ​AR has revolutionized the way visual training may be
delivered by ​tailoring instructions and necessary exercises to a particular
worker’s knowledge, skill and the prevalence of a particular mistake.

Benefits of Implementing Augmented Reality in Pakistan

I believe that organizations existing in a developing country like Pakistan can benefit from the
benefits of AR advancement given that it invests heavily to develop its IT infrastructure capacity
and the literacy of its citizens. Where the current scenario of COVID-19 pandemic prevailing in
all the corners of the world has raised substantial questions on nations’ economical and
technological aptitude on one side, it has also shown us a new way of living and dealing- the
distant virtual environment. In order to continue to survive in the market, organizations must
cope up with the need of the time and shift to technological strengthening by opting for AR. AR
can unfold a gulf of opportunities for businesses to capitalize on in all fields but the most
prominent of them will be

1. Health Care
● Assist surgeons in OR
● Help in diagnosis
● Impart medical knowledge
2. E- Governance

AR would enable citizens to a​ccess, view and complete government and

application forms through AR devices. Government issued documents and Public project
reports will have the ability to interact with people.

3. Schooling

Teaching might be substantially shifted to an online medium where AR can assist

in delivering lectures and taking assessments in a more interactive manner.

4. Textile

Textile brands and Designers may benefit from AR by introducing it in their

online store so that customers can have a look at how the fabric will look on them prior
purchase without the need to step out of the house.

Question 2: Explain in detail the idea of the case study “The Gig Economy”; specifically
highlight the importance of ‘four connections’ in the light of your experience with Fiverr.
Moreover, how do you think Pakistan is benefiting from the gig economy?
Answer:
The case study “Thriving in the Gig Economy” entails And highlights the idea and reason why
independent working is preferred and how it can be made a successful occupation for oneself.
This article realizes that the financial and existential stakes of an independent worker are very
high. At one end where they have the liberty to choose their work assignments at the other they
still have to raise money to feed themselves. The case study is a result of the in depth study of 65
gig workers that were surveyed and interviewed focusing on the theme of the paper. Despite the
generational gap and occupational differences among independent and corporate workers a
similar Sentiment of economic and social anxiety prevails. The case study reports the various
concerns of gig workers and their strategies to navigate through this tension.
Gig workers cultivate and work according to four types of connections. These are namely,
Place
Gig Workers do not work remotely. But they have a proper place for themselves that can be
termed as a “fighter pilot cockpit”. The workspace is perSonalized by the worker to his
convenience and all relevant tools are within the arms reach. Commonalities are different by the
unique sense of style a worker has. A Proper working space is required for proper working and
motivating the self to work. That space makes sure to block out all the noise and distraction so
that the worker can work properly
I had a working space in my room where I set up my laptop and essentials. I used a whiteboard
to set targets for myself and to write down important deadlines ahead of me.

Routine
Gig workers follow a routine to get inspiration And to enhance sense of order and control. They
set out a schedule that they follow to accommodate and prioritize work.
I used to plan out my priority list right before finishing off work and then I would ponder upon
the strategies to complete those tasks while having meals.

Purpose
Gig workers use their skill to connect to a broader vision. they do what they do because they
intend to bring about a change and contribute to the well being of the society through their work.
Purpose is one thing That binds and frees people by evaluating and orienting their work.
My purpose was to use my writing skills to write such thought provoking articles and content
that will be unique in perspective and will contribute to the well being of society

People
Gig workers are aware of the dangers of social isolation and are keen to avoid it therefore they
keep their connections strong with their role models, supporters and collaborators. These people
serve as a source of inspiration and motivation to the gig workers.
I used to discuss my issues regarding my fiverr account and tasks with my course instructor and
my class fellows to have a better understanding of the platform and my mistakes.

Pakistan in the gig economy is making a substantial effort and last year in August was crowned
as the fastest in the gig economy in Asia According to digital Payments platform payoneer.
Pakistan’s economy growth was marked at 47% With drastic efforts made in the software
development and technology, Creative and multimedia, Sales and marketing report, Writing and
translation, data entry and Other professional services.

Question 3:
a) What are the downsides of using the internet and social media particularly for Muslims?
Answer:
The online world- the Internet and social media combined, has both positive as well as negative
repercussions for its users relating in terms of social, economical, psychological cultural and
religious aspects. Without any second opinions Social Media now-a-days, has become one of the
most influential means to exercise freedom of expression. But the fact that due to lack of
accountability and monitoring on what goes on, it has also given rise to the public shaming and
bullying can not be ignored. These platforms have become a hub to foster religious differences
and hate and have been used wrongly to spread fake information discerning Islam.
The various downsides of using the internet and social media particularly for Muslims have been
listed below:

1. Addiction to social media

Spending long periods of time on social media can lead to addiction. And addiction
whether it is of wine or gambling or anything that makes them waste time or money is
not within the circle of Islam. This is because addiction and reliance will deprive a
Muslim of his obligation to perform his duties to Allah and his fellow muslims which is
not permitted in Islam.

2. Inappropriate content available online

Media is an information rich medium. This means that there are all types of information
available on this medium despite the genuinity and vulgarity. However, being a Muslim
Islam has forbidden to go through an explicit content as it may lure the follower to
commit a sin.
"Surely God enjoins justice, kindness and the doing of good, to kith and kin; and He
forbids all that is shameful, indecent, evil, rebellious and oppressive." (Quran 16:90)

3. Hatred and Bullying

Where the media has given people the liberty of freedom of speech it has blurred the thin
line between free speech and hate speech giving opportunity to hate brewers to influence
others and target any particular group through mean comments and online bullying. Islam
is the religion of peace and it forbids its followers to engage in any such activities that
may cause harm to anyone.

4. Real time socializing is lost

The essence of Islam is in collectivisim and well being of all. However, the media has
counter productively stripped people of the ability and the interest of socializing with
people in the physical environment. Even family time is spent on media.

5. Ambiguity regarding the religion and sharing information with referencing

As stated earlier, there is no check and balance on what goes on the media therefore
people believe and spread information without checking its validity and source. This is
the reason for unambiguity.
 6. Mental and Physical health compromised
Excessive use of Media adversely affects the mental and physical health of the individual.
A study by Gallup International Survey proves that the media has contributed to
increasing the stress and depression of people.

7. Privacy concerns
Islam has a very particular stance on how a muslim should maintain his private life but
the social media and internet has made it impossible to do so since the entire public can
connect to you and see your information.

8. Unsmooth Relationships
The excessive use of the internet and social media has stiffened relationships between
family units especially spouses. Since partners do not feel the urgency to communicate
and fulfill their responsibilities towards each other. Thus leading to misunderstandings
and quarrels.

9. Complexity
Allah SWT has made all men equal, however, the media has sowed the seeds of
complexity among communities. This complexity might be related to one’s lowly
apprehension of appearance and has incited people to jealousy and run after materialistic
desires.

b) What does the phrase “the darkness of social media” represent in social media
literature? Why and how do you think it is affecting youth globally.
Answer:
The term “darkness of social media” in literature refers to the use of social media tools in a
negative manner that rip apart the social fabric of how a society works and disregards the
freedom and well being of people and communities. Just as social media has brought benefits to
the society it has also resulted in deleterious implications like increased cyber bullying, trolling,
privacy invasions, fake news, online firestorms and addictive use.
Youth is one of the greatest segments that uses and is exposed to social media. Given the amount
of data that they can access at such an age has driven them to commit such acts that harm others
and their perspective. With the gulf of content available and privacy totally diminished, people
have resorted to making fun of and bringing harm to each other without considering each other's
sentiments. We can thus say that Social Media has conditioned youth to act in a manner that
generally is not accepted by any society.
Question 4: Write a reflective essay highlighting the journey of your project from
component 1 to component 3. Furthermore, critically evaluate the application of your
strategies in all the three components of the project.
Answer:

About Project Component 1

The project assigned intends to develop and enhance my skills of business development by
means of digital media as well as growing the not-for-profit venture of the client digitally.

Client: Shaista Imran- Bloom Plantation

Bloom plantation is a fresh not-for-profit organization that aims to conserve and plant trees to
protect the beauty of nature and our environment. Bloom Plantation is the effort of five
university students who see a huge need to address the aggressive deforestation in Pakistan. This
initiative is charity driven, that is it asks for donations from the general public and voluntary
efforts that can aid their cause of planting and making Pakistan green. Moreover,

In Project Component 1, I needed to establish a strategy for the digital presence of my client’s
business. Since the digital network is far spread and easily accessible it will prove to be more
convenient for Bloom Plantation to reach out to as many people for donations and volunteers.
Through a digital medium, donors and people interested in volunteering can check the
authenticity of business dealings, donate, sign up as volunteers, inquire, participate in forum
discussions and motivate others through blog posts.

Client Discussion

Due to a family emergency and afterwards the lockdown imposition amid COVID-19 outbreak, I
couldn’t have a timely and face to face meeting with my client. I contacted Ms. Shaista Imran on
Whatsapp and had a brief conversation regarding the digital development of her business. I got
her to mail me all the relevant information regarding the business. I studied the business venture
overnight and had a few doubts in mind that I discussed with my client in detail on the following
day. After having a clear understanding of the business I asked my client for some time to
finalize a strategy for her business to which she agreed. I took 2 days in responding back to my
client with the finalized strategies for her digital promotion campaign.

Strategies

1. Set up a business email account

I proposed to make a business email ID of my clients business so that she can receive
mails regarding Bloom separately and not with her personal mail.
 2. Facebook Page
I proposed to create an Instagram handle and Facebook page for Bloom Plantation. Since
six million Pakistanis use Facebook, putting the country on number 26 in the list of
countries where Facebook users are based, therefore creating the presence of Bloom on
these social media sites will enhance the connectivity and reach of the company over the
nation.

3. Official Blog
I will create a blog for bloom plantation on wix.com that will have various features like
an informative home page, an interactive chat box, a gallery of images and videos, an
event section, a projects section, membership access, blog posting, a forum and a
donation account linked with 2checkout.

3​rd​ Discussion with client

The client agreed to my strategic proposal though she asked me to make an Instagram handle for
Bloom Plantation as well and asked for revisions if something seemed right.

About Project Component 2

Strategies

1. Set up a business email account

I proposed to make a business email ID of my clients business so that she can receive
mails regarding Bloom separately and not with her personal mail.
 E-mail: ​bloomplantation20@gmail.com
The email ID and the password has been handed over to the client.

2. Instagram handle and Facebook Page

I proposed to create an Instagram handle and Facebook page for Bloom Plantation. Since
six million Pakistanis use Facebook, putting the country on number 26 in the list of
countries where Facebook users are based, therefore creating the presence of Bloom on
these social media sites will enhance the connectivity and reach of the company over the
nation.
 3. Official Blog
I will create a blog for bloom plantation on wix.com that will have various features like
an informative home page, an interactive chat box, a gallery of images and videos, an
event section, a projects section, membership access, blog posting, a forum and a
donation account linked with 2checkout.

Website: https://bloomplantation20.wixsite.com/website

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