Read the case study below and answer ALL the questions that follow. Telensa: a shining light in smart cities Telensa, based in Cambridge, UK, claims to be the global leader in connected street lighting and Smart City applications. In February 2018 it was placed fourth in the Sunday Times SME Export Track 100, a league table of the UKs SMEs with the fastest-growing international sales. The firms products were already in use in 80 cities worldwide, including Atlanta, Dubai and Wellington. Telensa was founded in 2005 by Will Gibson and Tim Jackson. It was spun out from an electronics design consultancy Plextek in 2010. In 2017, 10.3 million of its 22.8 million sales were international sales, and growth had averaged almost 190 per cent per annum over two years as its expansion into the Middle East, Asia Pacific and Latin America followed success in Europe and the USA. The company had 100 staff and had opened offices in Atlanta and Melbourne. It uses lights manufactured by Sony UK Technology Centre in South Wales. Telensa Planet is the most used streetlight solution with 1.5 million lights worldwide. The system reduces energy use and maintenance costs. Its automatic fault reporting helps to improve service quality and the LED streetlight output can be dynamically controlled. These features enable city managers to continually make decisions about street lighting as conditions change. Due to the fact that it is based around street poles, it is relatively easy to create a mounted wireless network with sensors distributed across the city. This means that it has the potential to provide a low-cost platform on which the data-driven Smart City can be created using multiple sensor application. For example, by working with partners that make sensors, the net-work can be used to track weather changes, traffic frequency, people movements and to monitor pollution. The network can be enlarged through integration with third-party applications. Examples are to support car parking and charging, tracking of city and third-party assets and enabling sharing of data with and between them. This is a city application of the Internet of Things. In city planning and management, city leaders and managers are increasingly required to justify and prioritize the use of precious physical and financial resources. Increasing transparency of data and providing evidence of operational efficiency is essential to support strategic development and planning by the city leaders. QUESTION 1 (15 Marks) Analyse the main targets for Telensas Smart City marketing. QUESTION 2 (10 Marks) Identify and provide the key selling propositions of Telensa

QUESTION 3 (15 Marks) Provide a discussion on how these propositions need to be adapted in different regions of the world. QUESTION 4 (10 Marks) Examine how Telensa can ensure they remain the key player in Smart cities as the new applications are developed.