This document discusses the evolving relationship between devices, content, and platforms in digital media. It argues that while devices and content were once kings, platforms have become the new imperial powers as they leverage operating systems and services. The document outlines different stages of platform models from device-centric to content-centric to cloud-based. It concludes that all players are now competing for the same users and content across multiple screens by extending their activities and aggregating data, making devices potentially more important than content alone for platform growth.

1. Kingdom battle
Vincent BONNEAU, Head of Internet Business Unit, IDATE

2. Device vs Cloud ?
Device Assets Cloud Assets
 Hardware control  Device-agnostic
Larger scope of usage
Stronger performances
Multi-screen
Local storage (can be used for
caching)
 Innovation
through
combination
 Pre-installed services
Easierdiscovery
Upfront position  Higher
level of
personalization
Not anymore a cloud/device battle
but more a cloud platform battle… more or less close to the device
2

3. OT (On Top)
Device is king?
Platform directly dependent from
the device
 Strong link between the device and
major services
(Blackberry/emails, iPod/iTunes, Sony/
PSN, etc…)
 To a lesser extent Samsung/Bada
Platforms and services as a
leverage to sell devices
 Revenues from apps are marginal
compared to devices
Moving anyway also to the cloud
3

4. OTT (Over the Top)
Device-centric Platform is king?
Leveraging the OS to push a
platform/store
Whose platform?
 Google :
Android, Chromebook, GoogleTV, etc
…
 Nokia/Microsoft partnership
 Telcos initiatives around WAC
Partnerships of players with
different objectives
 Selling devices, services, connectivity
4

5. OOTT (Over Over The Top)
Content-centric Platform is king?
Putting a platform on … another
platform
 Facebook (Mobile) Platform
 Amazon store on Android
Leveraging its attractiveness
 To attract users around a key
service
 To attract developers
(pricing, technical
features, outside store)
Obviously a potential fight for
revenue sharing deals 5

6. OOOTT (Over Over Over The Top)
Cloud-based Content is king?
Content progressively available
on all platforms
 Just cost arbitrage, not looking for
platform exclusivity
 Pushed by all content providers (and
even platform providers for their
standalone services)
Multi-screen bundling through
free apps for paid contents
 Payonce, Use everywhere and …
 …share no revenues and no data
App visibility is still an issue
6

7. Who is the king ?
Content ?
Content-centric platform ?
Device-centric platform ?
Device-related platform ?
Device ?
7

8. Device and content are kings, but facing the imperial platforms
All platform players have different objectives … but compete
 Stilllooking for the same user accessing the same content
 All players extending their activities : ad network, payment system, etc…
Aggregate (personal) data and monetize them
For platform players, device may become more important than content
 Content is hardly exclusive
 Same content, same user … but different device
 All players now pushing for partnerships
HTML5 as a game changer?
 Less need for device control
8