INNOVATION

    APPLE’S iPAD
 A NEW BEGINNING  

     CARLO CAMPOS
   INNOVATION VICE-PRESIDENT
            SPAIN

INMA, C...
INNOVATION
INNOVATION
INNOVATION
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INNOVATION
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INNOVATION
i BEST EUROPEAN
    NEWSPAPER 2009
  • JOURNALISM CAVIAR”
   “
  •  OST INTERNET
   P
   NEWSPAPER
  •  ICRO-TABLOID
   M
...
12
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INNOVATION
NEW GOVERNMENT PROGRAMME
     ANNOUNCED AT 7 PM

  A 9-PAGE COVER STORY
  DONE ON DEADLINE BY 7
      JOURANALYSTS
       ...
INNOVATION
INNOVATION
INNOVATION
INNOVATION
INNOVATION
WE HAVE TO CHANGE
OUR NEWSROOMS’
 ORGANIZATION


     INNOVATION
PAPER VERSUS ONLINE
 A FALSE DICHOTOMY



      INNOVATION
A MONO-MEDIA
NEVER GENERATES
  A MULTIMEDIA


    INNOVATION
NEWSPAPERS &
     MAGAZINES
RADIOS & TELEVISIONS
  ARE MONO-MEDIA

      INNOVATION
INTERNET
IS THE ONLY
MULTIMEDIA


   INNOVATION
THEREFORE, ONLY
  FROM AN INTERNET
        BASE
CAN ONE BUILD A TRUE
  MULTIMEDIA NEWS
    ORGANIZATION
      INNOVATION
TRADITIONAL 
                      TEXTS
PRINT-CENTRIC 
NEWS ORGANIZATION




      ON LINE                 GRAPHS




   ...
THE NEW 
                         TEXTS
ONLINE-CENTRIC 
NEWS ORGANIZATION




      PHOTOS           ONLINE
              ...
INNOVATION’S
      MODEL
TOTAL MULTIMEDIA INTEGRATION
BASED ON AUDIENCES + CONTENT
  WITH A PLATFORM AGNOSTIC
STRATEGY IN ...
NEWSROOM
    INTEGRATION 
  NOT FROM BRANDS,
  MEDIA OR PLATTFORMS
                    
BUT FROM CONTENT AND
       AUDIEN...
INNOVATION
INFORMATION                                                                      PRODUCTION                               ...
ONE
 DIGITAL KITCHEN
     SEVERAL
MEDIA RESTAURANTS



     INNOVATION
INNOVATION
INNOVATION
NEW INTEGRATED NEWSROOM




                          INNOVATION
Sojormedia (Portugal)




INNOVATION
INNOVATION
NEW INTEGRATED NEWSROOM




    60
                          INNOVATION   57
NEW INTEGRATED NEWSROOM




    61
                          INNOVATION   58
WE HAVE TO BECOME
MORE TECH SAVVY



     INNOVATION
WE NEED A CTO
THAT KNOWS MORE
  THAN HOW TO
INSTALL A PRINTER


      INNOVATION
WE NEED MANY, MANY
   DEVELOPERS
 IN-HOUSE AND
  OUTSOURCED


     INNOVATION
WE NEED MORE DEMOS
 AND LESS MEMOS



      INNOVATION
INNOVATION
THE QUESTION IS NOT
  “TO CHARGE OR
 NOT TO CHARGE?” 



     INNOVATION
THE QUESTION IS
“WHAT TO CHARGE
      FOR?”



    INNOVATION
ECONOMICS 101



“WHAT WILL PEOPLE
   PAY FOR?”



    INNOVATION
PEOPLE WILL NOT
    PAY FOR
  USEFULNESS,
  RELEVANCE,
     VALUE


   INNOVATION
PEOPLE WILL
   CONSUME WHAT IS
       USEFUL,
      RELEVANT,
      VALUABLE
BUT WON’T NECESSARILY
      PAY FOR IT
      ...
ECONOMICS 101
"... (Economics is) the science which studies human
behaviour as a relationship between ends and scarce
    ...
ONLY WHAT IS SCARCE
CAN BE CHARGED FOR



     INNOVATION
INNOVATION
ORIGINAL STORYTELLING
    INFORMED COMMENT
   ANALYTICAL OPINION
  EXCLUSIVE INFORMATION
PRACTICAL RECOMMENDATIONS
      L...
FREEMIUM MODEL

ABUNDANT CONTENT
      FREE
 SCARCE CONTENT
       PAY

     INNOVATION
REGARDLESS OF THE
MODEL YOU ADOPT,
 MAKE IT FLEXIBLE



     INNOVATION
BREAKING NEWS – ALL YOU CAN
             EAT
 1-2 “EXCLUSIVE” STORIES PER
           DAY FREE



          INNOVATION
BEYOND THAT:

   SUBSCRIPTION
JOIN THE COMMUNITY
     DAILY PASS
    PAY-PER-PIECE
         ADS
     INNOVATION
ZERO HORA

PORTO ALEGRE, BRAZIL


      INNOVATION
SINGLE COPY SALES

  FULL VERSION – 2 R$
ZERO HORA LIGHT – 1 R$



        INNOVATION
SUBSCRIPTIONS
  BUSINESS – MON TO FRI
 COMPLETE – MON TO SUN
COMPLETE VIP – 2 ADDRESSES
  LIGHT – ONLY MAIN BODY
    SPORT...
INNOVATION
NEED A COHERENT
PRICING STRATEGY
   ACROSS ALL
   PLATFORMS



     INNOVATION
INNOVATION
ECONOMICS 101
 OVERABUNDANCE
OF BULK CONTACTS
    DRIVES AD
 PRICES TO ZERO


    INNOVATION
MESSAGE
    CONTEXT
   INTENTION
AUDIENCE PROFILE


    INNOVATION
iPAD CAN DO ALL FOUR,
BUT NEED TO WORK WITH
  APPLE, ADVERTISERS
    AND AUDIENCES
      TO CREATE A
  “SCARCE AD MODEL” 
...
INNOVATION
INNOVATION
SO




INNOVATION
THANK YOU
    www.innovation-mediaconsulting.com

CAMPOS@INNOVATION-MEDIACONSULTING.COM




          COPENHAGEN, FEBRUARY...
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Carlo Campos

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Presentation at the INMA Seminar in Copenhagen "Re-creating Value in an age of Abundance"

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Carlo Campos

  1. 1. INNOVATION APPLE’S iPAD A NEW BEGINNING CARLO CAMPOS INNOVATION VICE-PRESIDENT SPAIN INMA, COPENHAGEN FEBRUARY 4 2010 INNOVATION
  2. 2. INNOVATION
  3. 3. INNOVATION
  4. 4. INNOVATION
  5. 5. INNOVATION
  6. 6. INNOVATION
  7. 7. INNOVATION
  8. 8. INNOVATION
  9. 9. INNOVATION
  10. 10. INNOVATION
  11. 11. i BEST EUROPEAN NEWSPAPER 2009 • JOURNALISM CAVIAR” “ •  OST INTERNET P NEWSPAPER •  ICRO-TABLOID M •  6 FULL COLOR PAGE, 5 STAPLED •  TORIES, STORIES, S STORIES •  HE i-POD NEWSPAPER T INNOVATION
  12. 12. 12 INNOVATION
  13. 13. 13 INNOVATION
  14. 14. 14 INNOVATION
  15. 15. 15 INNOVATION
  16. 16. 16 INNOVATION
  17. 17. 17 INNOVATION
  18. 18. 18 INNOVATION
  19. 19. 19 INNOVATION
  20. 20. 20 INNOVATION
  21. 21. INNOVATION INNOVATION
  22. 22. INNOVATION INNOVATION
  23. 23. 23 INNOVATION
  24. 24. 24 INNOVATION
  25. 25. 25 INNOVATION
  26. 26. 26 INNOVATION
  27. 27. 27 INNOVATION
  28. 28. 28 INNOVATION
  29. 29. 29 INNOVATION
  30. 30. INNOVATION
  31. 31. 31 INNOVATION
  32. 32. 32 INNOVATION
  33. 33. 33 INNOVATION
  34. 34. 34 INNOVATION
  35. 35. INNOVATION
  36. 36. NEW GOVERNMENT PROGRAMME ANNOUNCED AT 7 PM A 9-PAGE COVER STORY DONE ON DEADLINE BY 7 JOURANALYSTS WITH THE HARD NEWS AND FACTS THE OPINION OF THE EXPERTS ALL THE NUMBERS AND CHARTS GRAPHICALY RATED (LEFT TO RIGHT) AND EXPLAINING HOW THIS WILL AFFECT YOU INNOVATION
  37. 37. INNOVATION
  38. 38. INNOVATION
  39. 39. INNOVATION
  40. 40. INNOVATION
  41. 41. INNOVATION
  42. 42. WE HAVE TO CHANGE OUR NEWSROOMS’ ORGANIZATION INNOVATION
  43. 43. PAPER VERSUS ONLINE A FALSE DICHOTOMY INNOVATION
  44. 44. A MONO-MEDIA NEVER GENERATES A MULTIMEDIA INNOVATION
  45. 45. NEWSPAPERS & MAGAZINES RADIOS & TELEVISIONS ARE MONO-MEDIA INNOVATION
  46. 46. INTERNET IS THE ONLY MULTIMEDIA INNOVATION
  47. 47. THEREFORE, ONLY FROM AN INTERNET BASE CAN ONE BUILD A TRUE MULTIMEDIA NEWS ORGANIZATION INNOVATION
  48. 48. TRADITIONAL TEXTS PRINT-CENTRIC NEWS ORGANIZATION ON LINE GRAPHS PHOTOS INNOVATION
  49. 49. THE NEW TEXTS ONLINE-CENTRIC NEWS ORGANIZATION PHOTOS ONLINE ON LINE GRAPHS VIDEO AUDIO INNOVATION
  50. 50. INNOVATION’S MODEL TOTAL MULTIMEDIA INTEGRATION BASED ON AUDIENCES + CONTENT WITH A PLATFORM AGNOSTIC STRATEGY IN THE NEWSROOM AND BOARDROOM INNOVATION
  51. 51. NEWSROOM INTEGRATION NOT FROM BRANDS, MEDIA OR PLATTFORMS BUT FROM CONTENT AND AUDIENCES INNOVATION INNOVATION
  52. 52. INNOVATION
  53. 53. INFORMATION PRODUCTION PASSIVE INTAKE OUTPUT AUDIENCE BREAKING NEWS WORLD AUDIO NATIONAL POOL VIDEO GRAPHIC POOL POOL POLITICS PRINT BUSINESS SPORT SUPERDESK BLOGS-ONLINE AUDIO/VIDEO LOGISTICS TEXT COMMENTS REPORTERS MOBILE PR-SOURCES INFOGRAPHICS ONLINE ONLINE PLANNING TEXT WIRES INFOGRAFIA PHOTO ONLINE ARTS AUDIO ACTIVE MACROEDITORS VIDEO AUDIENCE ASSIGNMENTS MOBILE LIFESTYLE OPINION & COMMENT ANALYSIS MOBILE INVESTIGATIVE PROGRAMING UNIT DESIGN POOL POOL PHOTO POOL CREATION ELABORATION INNOVATION
  54. 54. ONE DIGITAL KITCHEN SEVERAL MEDIA RESTAURANTS INNOVATION
  55. 55. INNOVATION
  56. 56. INNOVATION
  57. 57. NEW INTEGRATED NEWSROOM INNOVATION
  58. 58. Sojormedia (Portugal) INNOVATION
  59. 59. INNOVATION
  60. 60. NEW INTEGRATED NEWSROOM 60 INNOVATION 57
  61. 61. NEW INTEGRATED NEWSROOM 61 INNOVATION 58
  62. 62. WE HAVE TO BECOME MORE TECH SAVVY INNOVATION
  63. 63. WE NEED A CTO THAT KNOWS MORE THAN HOW TO INSTALL A PRINTER INNOVATION
  64. 64. WE NEED MANY, MANY DEVELOPERS IN-HOUSE AND OUTSOURCED INNOVATION
  65. 65. WE NEED MORE DEMOS AND LESS MEMOS INNOVATION
  66. 66. INNOVATION
  67. 67. THE QUESTION IS NOT “TO CHARGE OR NOT TO CHARGE?” INNOVATION
  68. 68. THE QUESTION IS “WHAT TO CHARGE FOR?” INNOVATION
  69. 69. ECONOMICS 101 “WHAT WILL PEOPLE PAY FOR?” INNOVATION
  70. 70. PEOPLE WILL NOT PAY FOR USEFULNESS, RELEVANCE, VALUE INNOVATION
  71. 71. PEOPLE WILL CONSUME WHAT IS USEFUL, RELEVANT, VALUABLE BUT WON’T NECESSARILY PAY FOR IT INNOVATION
  72. 72. ECONOMICS 101 "... (Economics is) the science which studies human behaviour as a relationship between ends and scarce means which have alternative uses." – Lionel Robbins, 1932 Scarcity means that available resources are insufficient to satisfy all wants and needs. Absent of scarcity and alternative uses of available resources there is no economic problem WIKIPEDIA – ECONOMICS INNOVATION
  73. 73. ONLY WHAT IS SCARCE CAN BE CHARGED FOR INNOVATION
  74. 74. INNOVATION
  75. 75. ORIGINAL STORYTELLING INFORMED COMMENT ANALYTICAL OPINION EXCLUSIVE INFORMATION PRACTICAL RECOMMENDATIONS LOCAL REPORTING EDITING (BRAND) INNOVATION
  76. 76. FREEMIUM MODEL ABUNDANT CONTENT FREE SCARCE CONTENT PAY INNOVATION
  77. 77. REGARDLESS OF THE MODEL YOU ADOPT, MAKE IT FLEXIBLE INNOVATION
  78. 78. BREAKING NEWS – ALL YOU CAN EAT 1-2 “EXCLUSIVE” STORIES PER DAY FREE INNOVATION
  79. 79. BEYOND THAT: SUBSCRIPTION JOIN THE COMMUNITY DAILY PASS PAY-PER-PIECE ADS INNOVATION
  80. 80. ZERO HORA PORTO ALEGRE, BRAZIL INNOVATION
  81. 81. SINGLE COPY SALES FULL VERSION – 2 R$ ZERO HORA LIGHT – 1 R$ INNOVATION
  82. 82. SUBSCRIPTIONS BUSINESS – MON TO FRI COMPLETE – MON TO SUN COMPLETE VIP – 2 ADDRESSES LIGHT – ONLY MAIN BODY SPORTS – SAT TO MON WEEKEND – SAT, SUN LEISURE – FRI TO SUN INNOVATION
  83. 83. INNOVATION
  84. 84. NEED A COHERENT PRICING STRATEGY ACROSS ALL PLATFORMS INNOVATION
  85. 85. INNOVATION
  86. 86. ECONOMICS 101 OVERABUNDANCE OF BULK CONTACTS DRIVES AD PRICES TO ZERO INNOVATION
  87. 87. MESSAGE CONTEXT INTENTION AUDIENCE PROFILE INNOVATION
  88. 88. iPAD CAN DO ALL FOUR, BUT NEED TO WORK WITH APPLE, ADVERTISERS AND AUDIENCES TO CREATE A “SCARCE AD MODEL” INNOVATION
  89. 89. INNOVATION
  90. 90. INNOVATION
  91. 91. SO INNOVATION
  92. 92. THANK YOU www.innovation-mediaconsulting.com CAMPOS@INNOVATION-MEDIACONSULTING.COM COPENHAGEN, FEBRUARY 2010 INNOVATION

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