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I Tcasting, Monetización Del Long Tail M A Morcuende
 

I Tcasting, Monetización Del Long Tail M A Morcuende

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Monetization Strategy Workshop, Madrid on June 24, 2010 at the Center for Business and Innovation at Atos Origin....

Monetization Strategy Workshop, Madrid on June 24, 2010 at the Center for Business and Innovation at Atos Origin.
The purpose of Monetization Strategies Workshop is to discuss the latest trends in a topical area of as online video monetization, and show the customer benefits. Online video is one of the key elements in the development of video as a vehicle of communication. Sample of this is that ad spending in England on "Internet" in 2009 has exceeded advertising investment in "TV". Another example is the 32,000 million online video viewing in January 2010 in the USA and delivered 114 million videos a month to the English people through the BBC iPlayer platform.

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    I Tcasting, Monetización Del Long Tail M A Morcuende I Tcasting, Monetización Del Long Tail M A Morcuende Presentation Transcript

    • “ITcasting”, monetización del Long Tail June 24th, 2010 MIGUEL-ANGEL MORCUENDE Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. March 2007 Atos, Atos and fish Confidential information owned by Atos Origin, to be and by fish symbol only. This document or any part Atos Origin be July 10 © 2007 Atos Origin.symbol, Atos Origin and fish symbol, Atos Consulting,usedthe the recipientitself are registered trademarks ofof it, may notSA. reproduced, copied, © 2010 Atos Origin. Private nor quoted without prior or any approval from Atos copied, circulated and/or distributed for the client. This report written part of it, may not beOrigin. circulated, quoted without prior written approval from Atos Origin or the client.
    • AGENDA 09:40 h. Introducción. Workshops de Innovación (video) 09:43 h. Atos Origin (equipo) 09:46 h. From “Broadcasting” to “ITcasting” 09:48 h. Tendencias mercado: New Media 09:54 h. My eDirector2012 (vídeos) 10:05 h. EJEMPLOS 2 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • AGENDA 09:40 h. Introducción. Workshops de Innovación (video) 09:43 h. Atos Origin (equipo) 09:46 h. From “Broadcasting” to “ITcasting” 09:48 h. Tendencias mercado: New Media 09:54 h. My eDirector2012 (vídeos) 10:05 h. EJEMPLOS 3 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 4 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 5 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 6 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • AGENDA 09:40 h. Introducción. Workshops de Innovación (video) 09:43 h. Atos Origin (equipo) 09:46 h. From “Broadcasting” to “ITcasting” 09:48 h. Tendencias mercado: New Media 09:54 h. My eDirector2012 (vídeos) 10:05 h. EJEMPLOS 7 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Atos Origin (team) Global presence: All over the world, wherever you are Netherlands UK 8.300 6.300 France Americas 15.400 Central Europe 2.900 Asia Pacific Spain 4.300 4.700 6.000 Rest of EMEA 2.800 In total more than 50.000 In 40 countries worldwide employees worldwide 8 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • ARI (Atos Research & Innovation) MEDIA SECTOR » Streaming » Metadata - In video Mpeg 7, MPEG 21 - Sport (SportML, EventML, AO Olympics) » Multimedia Search » Semantics in media area » Advanced User Interfaces (multitouch, multidevice, tangibles, …) Coordinating 90 R&D european projects  Olympic (olympic.atosorigin.es)  Live (www.ist-live.org)  My-e-Director (www.myedirector2012.eu)  PENG (www.peng-project-org)  CAM4Home (www.cam4home-itea.org)  NextMedia (www.nextmedia.eu)  Saracen (www.saracen-p2p.eu)  JOI (Juegos Olimpicos Interactivos)  Buscamedia (www.cenitbuscamedia.es) 9 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • New Media (TUM) Taken the lead in New Media activities  Documental and Contents Management  Multichannel TV  TV interactive (Olympics Games)  Multichannel Contents Platform  TV Archives  Framework Platform  Adaptative Virtualization  Photograph Archive  Online Video Platform 10 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • AGENDA 09:40 h. Introducción. Workshops de Innovación (video) 09:43 h. Atos Origin (equipo) 09:46 h. From “Broadcasting” to “ITcasting” 09:48 h. Tendencias mercado: New Media 09:54 h. My eDirector2012 (vídeos) 10:05 h. EJEMPLOS 11 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Broadcasting & ITcasting - Broadcasting: is the distribution of audio and/or video signals which transmit programs to an audience (traditionally: Radio & Televisión) - ITcasting: Content difussion over IT (Information Tecnology) networks, that´s means: Radio, Television, Content Interchange (ADSL,…), mobile (DVB-H), and including UGC (User Generated Content) 12 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Broadcasting 13 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • ITcasting 14 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Broadcasting (Prime Time) / ITcasting (Personalization) ITcasting (Personalization) “My choice” Broadcasting (Prime Time) “Director´s choice” 15 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • ¿POR QUÉ EL VÍDEO? Las personas recuerdan: » 20 % de lo que escuchan » 30 % de lo que ven » 70 % de lo que escuchan y ven Fuente: Cisco, Human Productivity Lab, 2006 The Psychology of Effective Business Communication in Geographically Dispersed Teams 2006; Pean Kandola 16 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • AGENDA 09:40 h. Introducción. Workshops de Innovación (video) 09:43 h. Atos Origin (equipo) 09:46 h. From “Broadcasting” to “ITcasting” 09:48 h. Tendencias mercado: New Media 09:54 h. My eDirector2012 (vídeos) 10:05 h. EJEMPLOS 17 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • What about the consumer?  2.000 MM search/day  1.000 MM visits/day  2.000 MM videos/day  471 MM users (100 MM mobiles)  200 MM users  14 MM articles  32 MM users 18 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Videos Viewed Online USA (2009/2010) Source: http://comscore.com 3 times (less than 1 year) Videos Unique Videos Unique Viewed Share Viewers Viewed Share Viewers (MM) (%) (MM) (MM) (%) (MM) Feb 09 Feb 09 Feb 09 Jan 10 Jan 10 Jan 10 5.300 41 99, 4 12.816 39,5 136 463 3,5 53,8 903 2,8 38,4 353 2,7 41,7 491 1,5 36,1 333 (*) 2,5 34, 7 435 1,3 51,4 259 1,97 28, 5 361 1,1 38,0 293 0,9 40,4 TOTAL online 13.100 MM 100 % 145 MM 32.410 MM 100 % 173 MM TOTAL online 19 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Why Internet? 1,8 B users 20 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Why Mobile? Mobile will be bigger than desktop internet in 5 years  11 MM mobiles (1990)  4.600 MM mobiles (March 2010)  600 MM mobiles are Smartphones with Internet 1.800 MM Smartphones (by 2013) 21 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Why Mobile? 22 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Why Video over Internet/Mobile? 23 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Influence of Broadcasters, Social Networks,… 24 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • What about Advertising? Denmark (H2, 2008) Advertising Spending (TV, First) Advertising Spending (Internet, First) 25 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 26 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 27 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 28 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 29 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 30 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 31 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 32 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • AGENDA 09:40 h. Introducción. Workshops de Innovación (video) 09:43 h. Atos Origin (equipo) 09:46 h. From “Broadcasting” to “ITcasting” 09:48 h. Tendencias mercado: New Media 09:54 h. My eDirector2012 (vídeos) 10:05 h. EJEMPLOS 33 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • MEV (Major Events) Delivering solutions for major events since 1989  200 full time Major Events experts  Complete suite of solutions  Proven business model  Methodologies  Applied knowledge  Impeccable track record MEV can offer to an Organizing Committee, depending on the event, any combination of:  Consulting (business or technology)  Specialized products  Systems Integration  Program management  Managed Operations  Full or partial outsourcing of the  IT function 34 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • My eDirector 2012 This is a video created by My eDirector 2012 team that works on AV analysis. SIS data is fussion with face recognition and OCR in order to recognised and track atheletes. 35 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • My eDirector2012 36 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • My eDirector2012 39 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 2008 Olympics - the Digital Games EBU USA CHINA LATINAMÉRICA AUSTRALIA (30 countries) Unique Viewers 53 MM 51 MM 2,3 MM Webpage Visits 1, 3 B 32 MM Webpage Visits 340 MM (Mobile) Video Streams 75,5 MM 180 MM 153 MM 29 MM 4 MM VoD 237 MM 10 MM Visiters/day 7,5 MM Hours of viewing 10 MM 22 MM Source: http://www.sportbusiness.com/news/167749/2008-olympics-the-digital-games The world’s largest media event! 40 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • AGENDA 09:40 h. Introducción. Workshops de Innovación (video) 09:43 h. Atos Origin (equipo) 09:46 h. From “Broadcasting” to “ITcasting” 09:48 h. Tendencias mercado: New Media 09:54 h. My eDirector2012 (vídeos) 10:05 h. EJEMPLOS 41 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • SOURCE: Online Video & The Media Industry, Brightcove and Tubemogul, Q1 2010 42 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Major League of Baseball New for MLB • Reaching users directly via the Internet • User Experience (DVR, HD, Multiple games catch-up...), picture-in-picture technology, in-game highlights, multi-game viewing options, and fantasy tracker • Subscription based Monetization • $ 50/year (Outside USA) • Supported more than 1.5 million subscribers, more than 1.8 billion streams, representing nearly 200 million hours of participation with HD-quality video on all major platforms and browsers SOURCE: Adobe 43 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • DIRECTV delivers an instant-on and seamless Web video experience to NFL SUNDAY TICKET subscribers with Adobe technology. Problems Faced: Benefits • Distribute and monetize online content • Increased subscribers with live video • Deliver viewing experiences customers streaming want, such as live streaming and video • Customers can view the games, playback statistics, and on-demand highlights online • Protect NFL premium content • Digital rights management for protection of NFL on-demand content SOURCE: Adobe 44 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • BBC iPlayer TV Virgin Media Mobile New for BBC: •Extending reach via the Internet Game Consoles (peek @ work hours 10% of UK Internet). •Desktop, Mobile and TV connected Game consoles. Desktop •Windows •Content livecycle: +7 days once •Mac OS broadcasted. •Linux •Growing interest for offline experience. SOURCE: Adobe 45 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Peticiones Vídeos Vistos UK iPlayer (2010) (MM) SOURCE: http://www.informitv.com CONSUMO: 9,7 POBLACIÓN: 161 MM users CONSUMO: 9,7 POBLACIÓN: 7 day television catch-up service: VÍDEOS VISTOS/U 161 MM users online and on cable SUARIO 46 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • PUBLICIDAD 47 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Q&A Atos Origin: A client centric organization with global operations… » … powered by people 48 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • 49 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
    • Miguel Ángel Morcuende+34 91 214 9003 +34 639 160 344 miguel.morcuende@atosorigin.com Atos Origin Albarracín 25 28037 Madrid - España www.es.atosorigin.com Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. March 2007 Atos, Atos and fish Confidential information owned by Atos Origin, to be and by fish symbol only. This document or any part Atos Origin be July 10 © 2007 Atos Origin.symbol, Atos Origin and fish symbol, Atos Consulting,usedthe the recipientitself are registered trademarks ofof it, may notSA. reproduced, copied, © 2010 Atos Origin. Private nor quoted without prior or any approval from Atos copied, circulated and/or distributed for the client. This report written part of it, may not beOrigin. circulated, quoted without prior written approval from Atos Origin or the client.