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
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  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
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  21. 21. INNOVATION INNOVATION
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  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
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  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
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  57. 57. NEW INTEGRATED NEWSROOM INNOVATION
  58. 58. Sojormedia (Portugal) INNOVATION
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  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
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  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
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  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
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  91. 91. SO INNOVATION
  92. 92. THANK YOU www.innovation-mediaconsulting.com CAMPOS@INNOVATION-MEDIACONSULTING.COM COPENHAGEN, FEBRUARY 2010 INNOVATION

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