Fixing the media Vanden Broele

The Future of MediaIn a Tablet World

[email protected]

1maandag 24 oktober 11

mailto:[email protected]


• 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


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

• [email protected]

• 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)


http://www.dearmedia.be

http://www.dearmedia.be



http://jocaudron.me

http://jocaudron.me

http://www.linkedin.com/in/jocaudron

http://www.linkedin.com/in/jocaudron

http://www.twitter.com/jcaudron

http://www.twitter.com/jcaudron

Available in bookstores and on

www.MediaMorgen.com


http://www.MediaMorgen.com

http://www.MediaMorgen.com

twitter.com/jcaudron


To get this started...

• Who is using?

- Twitter

- Facebook, Netlog, ...

- LinkedIn, Plaxo

- Email

- LBS

- Augmented Reality

• Who is using?

- an iPhone

- an Android

- a Blackberry

- a Nokia, Samsung, Sony Ericsson, ...

- a tablet (iPad 1, iPad 2, Android, ...)


Don’t believe anything you will hear in the

following presentation!


A short history of everything

Analogue Digital

Connected (internet) Social

Everything is getting mobile


The Perfect Storm

Content Explosion

Time Shifting

Place Shifting

Authority Shifting

Shift of Control


Media 1.0


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


What are social media?


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


Impulse, open, public, direct response, ...

Damage control

Old-schooltop-downNo debate

Not adequate, future proof, ...


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, ...)


7.000.000.00017maandag 24 oktober 11

7.000.000.000

2.000.000.000


7.000.000.000

2.000.000.000

1.300.000.000


7.000.000.000

2.000.000.000

1.300.000.000

5.000.000.000


The Future is ‘Mobile’


Mobile is the Biggest!

5 billion mobile p

hones.

1 billion were sol

d over

the last year

alone!


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


So, Traditional Media are Dead?No, but...


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?


What might impact TV? Direct OTT Distribution!


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.


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


What about newspapers?


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


Will new technology help?


The future of Magazines?


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


About Tablets37maandag 24 oktober 11

Source: Internet Trends October 18, 2011, Mary Meeker KPCB.


An Explosion of Magazines and Newspapers


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


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


Censorship

Economic abuse of power

Privacy issues

+

The Ugly


(Digital) Publishing & Presence in the New

Landscape


A traditional (mobile) value chain...


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

?


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


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, ...)


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, ...)


The future: “Feed Publishing”

Channels

Magazine Apps

“Snapshot”

“live”

“hourly”

“Daily”

“Weekly/Monthly”

“Ad-Hoc”

Our Inspiration



Channels

Magazine Apps

“Snapshot”

“live”

“hourly”

“Daily”

“Weekly/Monthly”

“Ad-Hoc”

Our Inspiration



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”


Monetization of Context and Experience


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


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?


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


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 ;-)


Great experiences, great offer, great price,

QoS

2012, what does she want?Can we deliver?


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 ;-)


The Future of MediaIn a Tablet World

[email protected]




Fixing the media Vanden Broele

Business

Transcript of Fixing the media Vanden Broele