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Enterprise Mobile Video: What's Next?

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Lately, the winds of hype concerning mobile video in the enterprise have reached gale force. According to some, the iPad changes everything. Yet, will new form factors such as tablets actually …

Lately, the winds of hype concerning mobile video in the enterprise have reached gale force. According to some, the iPad changes everything. Yet, will new form factors such as tablets actually change the way business people produce and consume video? What does the future look like for mobile video, especially in the enterprise?

Published in: Technology, Business

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  • 1. Enterprise Mobile Video: What’s Next? A MediaPlatform Webcast with Jonathan Taplin and Greg Pulier
  • 2. Presenters Jonathan Taplin Greg Pulier Annenberg Innovation Lab MediaPlatformUniversity of Southern California President - Founder Director
  • 3. The Future of IP Video 3
  • 4. Steve Job’s Legacy 4
  • 5. Beautiful 5
  • 6. Customized 6
  • 7. Shared 7
  • 8. Authentic 8
  • 9. Industry Trends Multi-media services–voice, data, video Seamless operation across transport media – wireline, wireless, cable All things IP/Broadband Anywhere Increased flexibility and agility in deploying new services Rapid content authoring & enablement WIRELINE WIRELESS CABLE Increased personalization Device Centric Subscriber Centric Location Dependent Independent 9
  • 10. Mobile Video 10
  • 11. Current Responses to The Digital Transition >Any Content vs. The Walled Garden Virtually Unlimited Incumbent Controlled 11
  • 12. Impact on Cable TV: Too Many Channels?>Average consumer watches 9 channels regularly>Cable Bundles offer 5 times that number>The top 20 shows account for 75% of all viewing>100% gain in ad inventory in 7 years>Wide scale introduction of PVR’s 12
  • 13. Advertiser Revolt 13
  • 14. Marketers Want More Two-Way Media 14
  • 15. Average Daily Media Consumption 15
  • 16. But,It’s Changing 16
  • 17. US Online Advertising Spend> Online advertising revenue Revenue 40,000 Content Fees will continue to outpace ($M) Ad Revenue consumer fees 4 to 1 30,000 20,000 10,000 0 2004 2005 2006 2007 2008 2009 2010> Interactive Ad revenue $35.0 is where the growth is $30.0 Billions $23.6 $25.2 $25.0 $21.5 $18.3 $20.0 $15.9 $15.0 $12.5 $9.6 $10.0 $5.0 $0.0 2004 2005 2006 2007 2008 2009 2010 Source: eMarketer, September 2006 17
  • 18. Better CPM’s Online 18
  • 19. New Forms of Advertising 19
  • 20. Niche Content Will Move To IPTV 20
  • 21. Mobile Internet 21
  • 22. Social Networking 22
  • 23. Mobile will be bigger than anything before 23
  • 24. I Phone Adoption 24
  • 25. Mobile Social Networking 25
  • 26. The IP TV Alternative> As FTTH, DSL & DOCSIS proliferate, niche media moves to IP on demand delivery • DVD-2 MBPS • HD-6 MBPS 26
  • 27. Discrete Content Approach – TodayTraditional Distribution Discrete Content Networks Devices Wireless e.g., Brew DSL/HSD Fiber Based e.g, LightSpeed 27
  • 28. Content Delivery Content and Convergence Leveraging Wired and Wireless Broadband An optimal content delivery strategy will need to leverage broadband capabilities in both the wireline as well as wireless distribution mediums Distribution Discrete Networks Devices Wireless e.g., 3GContent Mgmt DSL/HSDPlatform Fiber Based E.g, Lightspeed 28
  • 29. Business Challenge> Key gating issues to integrated advertising business plan objectives: • Adding advertising capability to TV platform • Creating/gaining access to broadband portal network inventory • Creating/gaining access to mobile network inventory • An enterprise solution for selling, managing, delivering, and accounting for integrated advertising campaigns Audience Capabilities Inventory TV Internet Mobile 29