When Virtual Worlds Collide
Presentation by Rowley Mossop
Research assistance by Peter Toccalino
Presented at Technology in the Arts 2008
Waterloo, Ontario

www.songza.com
In combination, new media technologies have
an impact on key aspects of value:
• Rarity
• Defined markets
• Price
May 9, 2008 3

What do commercial media have in
common with cultural producers?
Both produce aesthetic experiences and
products which they hope will prove valuable
to “buyers”
• Public users
• Advertisers
• Funders
May 9, 2008 4

Why does it make sense to observe
changes in commercial media?
Your central challenge is the same as theirs:
• How can we use emerging technologies to
create experiences valuable enough to attract
and retain users and revenue?
May 9, 2008 5

What is the central dynamic in the
world of commercial media?
• Incumbent media are innovating to protect the
value of their existing experiences and products
• Entrant media are innovating to build new
businesses from new experiences and products
• Innovations will impact how audiences expect to
experience culture
May 9, 2008 6

Rarity
May 9, 2008 7

Emerging technology combinations are
replacing rarity with ubiquity.
• Nothing is hard to find www.songza.com
• Everything is affordable www.youtube.com
• It’s all do-able www.therealnews.com
In a world where anyone can experience anything
online, consider what you offer to users online
and live that is distinct, valuable and pleasurable.
May 9, 2008 8

Defined markets
May 9, 2008 9

Emerging technology combinations are
forcing changes in market definitions.
• Geography is disappearing www.cbc.ca
• Time is disappearing www.cbc.ca
• Definitions shifting
www.theglobeandmail.com
In a world where a newspaper can easily become a
broadcaster, and you rely on geography or genre for
value, consider other ways of defining what you do.
May 9, 2008 10

Price
May 9, 2008 11

Emerging technology combinations are
forcing a search for new revenues.
• New tariffs www.songza.com
• New ways to pay www.z100.com
• New products www.metopera.com
In a world where users are beginning to expect to
receive content for free, consider other ways of
earning revenue beyond tickets and
memberships.
May 9, 2008 12

Small group discussion
What’s your experience of changes in rarity,
defined markets and price?
• Identify top 3 technology combinations
• Identify top 3 impacts on your work
• Raise 1 potential solution
May 9, 2008 13

Large group discussion
How has the Metropolitan Opera responded to the
core question:
How can we use emerging technologies to create
experiences valuable enough to attract and retain
users and revenue?
www.metopera.com
May 9, 2008 14

Large group discussion
How has the Metropolitan Opera responded to the
core question?
Rarity – Branding reinforces value of experience
Distinct markets – Redefined as ‘world’s opera
company’
Price – Created valuable, revenue-earning HD
Opera broadcasts presented globally in cinemas
May 9, 2008 15