Post on 21-Jan-2015
description
The Future of MediaIn a Tablet World
jo@dearmedia.be
1maandag 24 oktober 11
• a digital consulting company, working for European clients
• founded in 2009 by Jo Caudron
• our mission is to help find a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media
• our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ...
• We work for large European clients
2maandag 24 oktober 11
Jo Caudron
• Founding Partner of Dear Media (www.dearmedia.be)
• Active in interactive since 1993 as (co-)founder of Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)
• Media thinker, innovator & strategist
• Interested in all things digital, social & mobile, new media & connected TV
• Consultant, Entrepreneur, Speaker, Writer
• Vice-President IAB Belgium
• Contact
• jo@dearmedia.be
• http://jocaudron.me (for the personal stuff)
• http://www.linkedin.com/in/jocaudron (for the business stuff)
• www.twitter.com/jcaudron (for my technology newsfeed)
3maandag 24 oktober 11
Available in bookstores and on
www.MediaMorgen.com
4maandag 24 oktober 11
twitter.com/jcaudron
5maandag 24 oktober 11
To get this started...
• Who is using?
- Facebook, Netlog, ...
- LinkedIn, Plaxo
- LBS
- Augmented Reality
• Who is using?
- an iPhone
- an Android
- a Blackberry
- a Nokia, Samsung, Sony Ericsson, ...
- a tablet (iPad 1, iPad 2, Android, ...)
6maandag 24 oktober 11
Don’t believe anything you will hear in the
following presentation!
7maandag 24 oktober 11
A short history of everything
Analogue Digital
Connected (internet) Social
Everything is getting mobile
8maandag 24 oktober 11
The Perfect Storm
Content Explosion
Time Shifting
Place Shifting
Authority Shifting
Shift of Control
9maandag 24 oktober 11
Media 1.0
10maandag 24 oktober 11
SOCIAL OBJECT
The Flower is the (potential) social object
The mainstream media are the smell of the flower
The bee is “spreading the word” and has the real power
Level I: Sites, blogs, feeds, widgetsLevel II: Closed networks (Facebook, Netlog, ...)Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0
11maandag 24 oktober 11
What are social media?
12maandag 24 oktober 11
The sky is the limit...
TV
Ra
dio
Pri
nt
Bill
bo
ard
s
DM
So
cia
l Me
dia
From ... ... to
Sa
les
Ma
rke
tin
g &
Co
mm
un
icat
ion
Se
rvic
e &
Su
pp
ort
HR IT
PR
& E
xte
rna
l Co
mm
un
.
R&
D &
En
terp
rise
2.0
Social Business
13maandag 24 oktober 11
14maandag 24 oktober 11
Impulse, open, public, direct response, ...
Damage control
Old-schooltop-downNo debate
Not adequate, future proof, ...
15maandag 24 oktober 11
Impulse, open, public, direct response, ...
Damage control
Old-schooltop-downNo debate
Not adequate, future proof, ...
Who knows the rules about...•Privacy?•Copyrights•Security (making
pictures of public infrastructure, ...)
16maandag 24 oktober 11
7.000.000.00017maandag 24 oktober 11
7.000.000.000
2.000.000.000
18maandag 24 oktober 11
7.000.000.000
2.000.000.000
1.300.000.000
19maandag 24 oktober 11
7.000.000.000
2.000.000.000
1.300.000.000
5.000.000.000
20maandag 24 oktober 11
The Future is ‘Mobile’
21maandag 24 oktober 11
Mobile is the Biggest!
5 billion mobile p
hones.
1 billion were sol
d over
the last year
alone!
22maandag 24 oktober 11
23maandag 24 oktober 11
In Q4 2010 7,3% of all PC’s sold globally, where iPads ...(source: IDC).
By 2014 almost 500.000.000 tablets will be sold.
Apple will continue to dominate the market for the next coming years. 0
75
150
225
300
2010 2011 2012 2013 2014
24maandag 24 oktober 11
So, Traditional Media are Dead?No, but...
25maandag 24 oktober 11
What might impact TV? Timeshifting!
How big is time shifted viewing today?• 2,5% (VRT)• 20% (VTM telenovelas)-
30%• 10% (RTL)
It IS growing.
How much loss of advertising can commercial TV digest?
26maandag 24 oktober 11
What might impact TV? Direct OTT Distribution!
27maandag 24 oktober 11
28maandag 24 oktober 11
What might impact TV? The People!
They don’t watch less TV.
But they are changing the very nature of the DNA of (commercial)
TV.
They might even pay for TV, but maybe not to you.
They might stay loyal to TV-brands, (near) linear TV, ...
but if they run away from your advertising, pay-TV, ... you still have
an issue.
29maandag 24 oktober 11
Fixing TV TV must mix linear with On Demand
TV must mix and free-to-air with pay-TV
TV must be on all platformsproviding unique, compelling experiences
TV must create a wider offering with more content faster and deeper
TV must create a mix of local and international content and compete with iTunes and the likes
30maandag 24 oktober 11
What about newspapers?
31maandag 24 oktober 11
What about newspapers?• Print newspapers are no longer to
best “format” to bring the “latest” news
• The daily frequency can not compete to online newspapers
• They have cannibalized on their own business: free newssites
• Classifieds are lost completely• Advertisers believe in online and
new advertising formats and are slowly towards online
• Yet traditional online advertising does not work as hoped for, is worth less, thus is not compensating for offline loss
• Readers are less loyal (subscriptions) and become weekend-consumers
32maandag 24 oktober 11
33maandag 24 oktober 11
Will new technology help?
34maandag 24 oktober 11
The future of Magazines?
35maandag 24 oktober 11
Fixing Print
Let go of publication dates, the time is NOW
Your inspiration should not be “The Daily”, it should be “Flipboard”
Find a new balance between slow (destination: deep, quality) and fast (stream: instant, short, quantity)
Print will continue to exist, but digital will rule
It’s not just about tablets, it’s all you can dream of
Expect newspapers and magazines to become similar formats
36maandag 24 oktober 11
About Tablets37maandag 24 oktober 11
Source: Internet Trends October 18, 2011, Mary Meeker KPCB.
38maandag 24 oktober 11
An Explosion of Magazines and Newspapers
39maandag 24 oktober 11
The Good
• People actually read on tablets
- long texts
- books
- magazines and newspapers
• Photography works even better on tablet screens
• Make content interactive
• Browsing is very natural
• Advertising is easy to create
- start from print ads
- go deeper to interactive ads
• Huge opportunities for brands too
40maandag 24 oktober 11
The Bad
• No one is actually making good magazine/newspaper apps today
• They closely follow the print logic and forget all about the new digital opportunities
• It’s often not core business for our (local) publishers
• Most publications don’t really work from a business perspective
41maandag 24 oktober 11
Censorship
Economic abuse of power
Privacy issues
+
The Ugly
42maandag 24 oktober 11
(Digital) Publishing & Presence in the New
Landscape
43maandag 24 oktober 11
A traditional (mobile) value chain...
44maandag 24 oktober 11
Techno Layers (no longer interesting: protocols, stacks, …)
“Molog Ecosystem” (Apple, Google, Nokia, …) OperatorTransport of data, mobile communication as
commodity product)
Customer
Store
OS
Hand-sets •Features
•Content•Payment
Free Web
Publisher
Brand / Topic Mobile Context Phone Tablet
•Me (personal)•Here (LBS)•Now (fast)•Fast (short contact)
•Us (family)•Home & Everywhere•long contact•Engage, enjoy, experience
Web Content(free, ad-driven)
Magazine Apps(cfr. SimpliMag, magazine-metaphor)
Feature Apps(cfr. EPG, culi, games, video, …)
•Me (personal)•Here (LBS)•Now (fast)•Slow (long contact)
•small screens•low-input•slower connection
•large screens•high-input•fast connection•offline
•large screens•no input•offline
e-Reader
The New Mobile Value Chain
?
45maandag 24 oktober 11
Frequency/Amplitude Model
• Traditionally, all Media have their own characteristics
- frequency (live, daily, weekly, monthly, ...)
- depth/amplitude (breaking, short, articles, dossiers, specials, ...)
- type product (text, audiovisual, ...)
- type carrier (paper, site, mobile, tablets, TV, TV-apps, ...)
• In the new digital world
- media are increasingly moving into in each others territory
- media are moving away from simple “mono-channel”, “mono-proposition” models to complex mixes
- media-brands are becoming multi-channels, multi-media experiences
46maandag 24 oktober 11
Frequency/Amplitude ModelIt is important to be where your users are. Operate on each frequency users might expect you to be.
Live Web (Twitter, Fb, RSS, ...)
News Feed (newssites, Belga, ...)
Daily News (newspapers, ...)
Weekly/Monthly (magazines)
Irregular (specials, apps, ...)
47maandag 24 oktober 11
Frequency/Amplitude ModelSo, who is operating where?
Live Web (Twitter, Fb, RSS, ...)
News Feed (newssites, Belga, ...)
Daily News (newspapers, ...)
Weekly/Monthly (magazines)
Irregular (specials, apps, ...)
48maandag 24 oktober 11
The future: “Feed Publishing”
Channels
Magazine Apps
“Snapshot”
“live”
“hourly”
“Daily”
“Weekly/Monthly”
“Ad-Hoc”
Our Inspiration
49maandag 24 oktober 11
The future: “Feed Publishing”
Channels
Magazine Apps
“Snapshot”
“live”
“hourly”
“Daily”
“Weekly/Monthly”
“Ad-Hoc”
Our Inspiration
50maandag 24 oktober 11
The future: “Feed Publishing”
It looks like a magazine It browses like a magazine It reads like a magazine It has text, images, video, ...
But it is just a live, (paid-for) web-feed
It’s “feed publishing”
51maandag 24 oktober 11
Monetization of Context and Experience
52maandag 24 oktober 11
We have never paid for CONTENT
• We never paid for news
• We never paid for movies
• We never paid for TV
• We never paid for football
• We never paid for music
53maandag 24 oktober 11
We have paid for experience and context
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist” (VOD)
• We never paid for football, we paid for being in the arena
• We never paid for music, we paid for a CD, or instant availability of ALL music
• So we don’t pay for “online”. Be honest, what online experience is really worth paying for?
54maandag 24 oktober 11
We will pay for experiences
• Create great experiences, convenience of delivery and people will pay
• Even for stuff that is also available for free
• Don’t forget your top-tasks
55maandag 24 oktober 11
Things to take away ...56maandag 24 oktober 11
Want to be ready?
Start using social networks
Get on Twitter Get a decent smartphone
Change your view on advertising
Get a tablet57maandag 24 oktober 11
Things to take away
Everything is becoming digital, so is your business, whatever it is
Social is the next logical step in the path of digital evolution
The future of the internet and social will be mobile
The future of mobile will be everything
You need a plan NOW to start dealing with this
Actually, you don’t need a plan, you need to plan (continuously)
Embrace the future now, but don’t overdo it ;-)
58maandag 24 oktober 11
Great experiences, great offer, great price,
QoS
2012, what does she want?Can we deliver?
59maandag 24 oktober 11
Beware of Macro-Myopia*
*the trend to overestimate the impact of change on the short termand to underestimate the impact of change on the long term.
Don’t say I didn’t warn you ;-)
60maandag 24 oktober 11
The Future of MediaIn a Tablet World
jo@dearmedia.be
61maandag 24 oktober 11