Emerging shifts for the media industry 13 09 13
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Emerging Shi+s for The Media Industry 13 September 2013 | Tim Jones
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This presenta6on is an ini6al view that brings together a number of different perspec6ves on the future of media driven by poten6al
changes within the sector, in adjacent arenas and beyond
Media ShiDs
Adjacent Changes
Macro Trends
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Shi+s Within The Media Industry
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Instantaneous Bite-‐sized Distribu=on Mul6ple media sources are instantly integrated at the point of consump6on to provide us with immersive
access to tailored, bite-‐sized content
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Curated Content Media networks and crowd-‐elected taste-‐makers collate bespoke content for users both from within their and other organiza6ons’
archives and from related public and individual sources
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Differen=ated Knowledge As insight is globally commodi6zed, the best returns go to
those who can produce non-‐standard, differen6ated knowledge that has relevance for the few and many
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Democra=zed Authorship The blur between professional and amateur authorship is
complete as content is valued by merit and constant peer review more than historical founda6on
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Amplifica=on Overrides Edi=ng The role of the amplifiers of opinion rise above original content
editors as crea6ve talent seeks to beLer engage with audiences directly via amplifica6on plaMorms
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Relevance is King The shiD from digital dimes to mobile pennies is reversed as contextual data is fully integrated into adver6sing
experiences that vary content, loca6on and personality
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The AJen=on Economy Content sharing is faster and louder to build and retain audiences increasingly predisposed to short, sharp,
in-‐moment insights rather than immersive experiences
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Precision Value The total value assigned to access is zero: The value of content is aligned to the content itself, not the value of the distribu6on
plaMorm. Value comes from precision, not scale
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Lean Back 2.0 The rise of tablets enables the revitaliza6on of the
solitary, relaxed, in-‐depth and immersive pleasurable lean back experience
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Mass Intelligence Led by Pay TV, mass audiences are aLracted to challenging
narra6ves that show that value can be created and extracted through investment in high quality content
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Future of Free The near-‐zero ‘marginal costs’ of digital distribu6on
creates new marketplaces where free pricing is prac6cally a force of economic gravity
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Choreographed Serendipity Trusted plaMorms combine credible views around
the core but also unveil new issues making mul6ple subjects relevant for the reader
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Adjacent Sector Changes That Could Impact Media
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Everything Niche Niche becomes the mainstream as the cost to connect those with common interests drops to zero and more of us can
pay aLen6on to specialist, tailored long-‐tail issues
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Seman=c Web Access Structured and unstructured text, video and image data is
automa6cally processed by machines ac6ng as intelligent agents without the need for human input
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Personalized Localized Presenta=on Informa6on is con6nuously updated to reflect current need states
and interests and provided for seamless cross-‐plaMorm consump6on for the individual
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Less Variety The future is one of reduced choice but not less interest as bricks and mortar retailers provide an increasingly edited porMolio of products through ever more efficient channels
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Retail Showrooms Physical retail outlets diverge in ac6vity between tradi6onal stores
and showrooms where we browse and research ahead of mobile online purchase and at-‐home delivery
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Embedded Gamifica=on People interact with informa6on and each other via blended
digital / physical environments featuring mul6ple game-‐like elements embedded within them
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Live Experiences (Re)connec6ng individuals with shared interests rises in significance and value as pivotal live events that create moments for deeper, richer connec6ons are prized above distributed interac6ons
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End of Intellectual Property In a flaLened world where China’s domes6c market increasingly sets the global standards, formal intellectual property frameworks
are replaced by know-‐how and appeals to honesty
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Performance-‐Based Adver=sing With Google as the dominant catalyst for change, all mainstream media adver6sing moves to reward measurable ‘effec6veness per view’ rather than number and segmenta6on of views
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Small and Distributed Local at home produc6on matches consump6on with 3D and digital scanning and prin6ng providing highly efficient and good quality instant physical outputs
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Informa=on is S=ll Power Knowledge and informa6on remains a source of
compe66ve advantage but retaining control is more complex as mobility and the democra6za6on of everything increases
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Owning Your Digital Shadow Increasing consumer awareness of the value of their
digital footprints drives the desire for greater control of personal data balancing convenience and benefit
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Everything Digi=zed By 2020 all the world’s informa6on is digi6zed, storage is nearly free and the volume of data in the world is doubling monthly –
we can all access the 21st century archive
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End of Country Borders Ci6es are more important that countries, cultural connec6ons
predominate over na6onal iden66es and new markets link together dispersed groups around common issues
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Perfectly Informed Consumers BeLer transparency of cost, quality, benefit and availability enables consumers to set the right price for products and services and buyers
pay sellers what they want
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Macro Trends Impac=ng Many Sectors
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Mass Customiza=on Consumers’ expecta6ons of unique and bespoke are met through the apparent delivery of individual combina6ons
drawn from choreographed choice architectures
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Everyday Leisure With increased part-‐6me working for the many and blurring of the work-‐life balance, leisure-‐6me shiDs from being an occasional luxury
or end of week commodity to become a core part of every day
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Pervasive Mobile PlaXorms The any6me, anywhere experience is delivered via increasingly
wearable devices that connect to the cloud via wireless networks whether in mo6on or staying put
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Open Business Models Value is created, shared and distributed via a mix of
use-‐driven metrics and underlying informa6on exchange and reuse mechanisms and rewards
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Dynamic Pricing Real-‐6me consump6on paLerns and data seamlessly drive
the marginal value of content, the cost of access for adver6sing and the underlying cost to produce
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Con=nuously Earned Trust Inherited and historical status of brands and icons is subsumed
into a world where trust goes to the most credible source in the moment and many fight for authen6city
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Global Talent Networks The best talent operates as free agents across mul6ple networks
aLracted not to employers but to the commissioners that can provide projects worth working on with peers of note
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Internet of Things Every device and consumable product has an integrated unique IP address that enables everything to become an
ac6ve node in the shared network
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Self-‐Organizing Communi=es Increasingly decentralized, self-‐managing and semi-‐autonomous
communi6es created on the basis of trust and shared value crea6on work together to deliver projects
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Redefining Value Consumers want to par6cipate in value crea6on, shiDing the mindset to “made with me” -‐ Value is about “shared with me”
as the ownerless economy expands
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Openly Shared Insight Knowledge is nothing if not freely shared as value crea6on shiDs
from insight ownership to insight use and applica6on while content sources compete to share
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Micro Leisure Moments In the always-‐on world where we sleep with our devices,
short-‐burst 6mes to disconnect become increasingly integrated into a maelstrom of mul6-‐layered experiences
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Privacy Backlash Breaches in personal and societal data use result in less not more sharing of data as many turn off loca6on tracking while some
choose to opt-‐in to a privacy marketplace
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Layers of Time Technology evolves faster than culture and values with different
genera6ons leap-‐frogging each other in their means of communica6on, interac6on and informa6on access
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