Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
Fixing the media Vanden Broele
1. The Future of Media
In a Tablet World
jo@dearmedia.be
maandag 24 oktober 11 1
2. • 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
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3. • 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
Jo • http://jocaudron.me (for the personal stuff)
Caudron • http://www.linkedin.com/in/jocaudron (for the business stuff)
• www.twitter.com/jcaudron (for my technology newsfeed)
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6. To get this started...
• Who is using? • Who is using?
- Twitter - an iPhone
- Facebook, Netlog, ... - an Android
- LinkedIn, Plaxo - a Blackberry
- Email - a Nokia, Samsung, Sony
- LBS Ericsson, ...
- Augmented Reality - a tablet (iPad 1, iPad 2,
Android, ...)
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7. Don’t believe anything
you will hear in the
following presentation!
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8. A short history of everything
Analogue Digital
Connected (internet) Social
Everything is getting mobile
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9. The Perfect Storm
Authority Shifting
Shift of
Content Explosion
Place Shifting Control
Time Shifting
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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, widgets
Level II: Closed networks (Facebook, Netlog, ...)
Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0
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12. What are
social media?
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13. Radio
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TV
Print
Billboards
From ...
DM
Social Media
Marketing & Communication
Sales
The sky is the limit...
Service & Support
HR
... to
IT
Social Business
PR & External Commun.
R&D & Enterprise 2.0
13
15. Old-school Not adequate,
top-down future proof, ...
No debate
Impulse, open,
Damage public, direct
control response, ...
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16. Old-school Who knows the Not adequate,
top-down rules about... future proof, ...
No debate • Privacy?
• Copyrights
• Security (making
pictures of public Impulse, open,
Damage infrastructure, ...) public, direct
control response, ...
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24. 300
225
In Q4 2010 7,3% of all PC’s sold globally, where iPads ...
(source: IDC). 150
By 2014 almost 500.000.000 tablets will be sold.
75
Apple will continue to dominate the market for the next
coming years. 0
2010 2011 2012 2013 2014
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26. 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?
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27. What might impact TV? Direct OTT Distribution!
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29. 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.
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30. Fixing TV TV must mix linear with On Demand
TV must mix and free-to-air with pay-TV
TV must be on all platforms
providing 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
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32. 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
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36. Fixing Print Print will continue to exist, but digital will rule
Expect newspapers and magazines to
become similar formats
It’s not just about tablets, it’s all you can dream of
Find a new balance between slow (destination: deep,
quality) and fast (stream: instant, short, quantity)
Let go of publication dates, the time is NOW
Your inspiration should not be “The Daily”, it
should be “Flipboard”
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39. An Explosion of Magazines and Newspapers
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40. 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
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41. 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
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42. The Ugly
Censorship
Economic
abuse of
power
Privacy issues
+
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45. The New Mobile Value Chain
Techno Layers “Molog Ecosystem” (Apple, Google, Nokia, …) Operator Customer
(no longer interesting: protocols, stacks, …) Transport of data, mobile communication as
commodity product)
Hand Store
-sets •Features Free
•Content
OS •Payment Web
Publisher
Web Content •large screens
•small screens •high-input •large screens
(free, ad-driven)
•low-input •fast connection •no input
•slower connection •offline •offline
Magazine Apps
Brand / Topic (cfr. SimpliMag, magazine-
Mobile Context Phone Tablet e-Reader ?
metaphor)
•Me (personal) •Us (family) •Me (personal)
Feature Apps •Here (LBS) •Home & Everywhere •Here (LBS)
(cfr. EPG, culi, games, video, …) •Now (fast) •long contact •Now (fast)
•Fast (short contact) •Engage, enjoy, •Slow (long contact)
experience
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46. 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
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47. Frequency/Amplitude Model
It 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, ...)
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48. Frequency/Amplitude Model
So, who is operating where?
Live Web (Twitter, Fb, RSS, ...)
News Feed (newssites, Belga, ...)
Daily News (newspapers, ...)
Weekly/Monthly (magazines)
Irregular (specials, apps, ...)
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51. 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”
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53. 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
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54. 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?
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55. 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
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57. Want to be ready?
Change your view on
advertising
Start using
social networks Get a decent
Get on Twitter
smartphone
Get a tablet
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58. 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 ;-)
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59. 2012, what does
she want?
Can we deliver?
Great
experiences,
great offer,
great price,
QoS
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60. Beware of Macro-Myopia*
*the trend to overestimate the impact of change on the short term
and to underestimate the impact of change on the long term.
Don’t say I didn’t warn you ;-)
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61. The Future of Media
In a Tablet World
jo@dearmedia.be
maandag 24 oktober 11 61
