Hugues Rey Deck ACE 02 2006

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New technologies
Web 2.0
Convergence

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Hugues Rey Deck ACE 02 2006

  1. 1. ACE New technologies & Communication 17th february 2006
  2. 2. Technology is dominated by two types of people: Those who understand what they do not manage,… … and those who manage what they do not understand - Anonymous Source: whatis.com
  3. 3. What do we need to understand ? vs What do we need to manage ? Content x Technology What ? How To ? Ad communication
  4. 4. New Technologies = Digital + Access New Technologies impacts the whole communication world !
  5. 5. Digital is the first step… Keywords: PSP, IDTV, Online Dailies, 3G, …
  6. 6. Example: Digital impacts newspaper consumption (US 2005) !
  7. 7. Example: Digital impacts newspaper consumption (Belgium) the CIM survey : PDF readers 25 10% Thousands 9% 20 8% 7% 15 6% 5% 10 4% 3% 5 2% 1% 0 0% EN O NL JD IR SP FR D G DL CH AR SO DN TI RG RO ES RO /G L'E DA DE LE S+ LG O -L ET ET M AN DH W BE M M EU ST E BR NI HL LI PDF excl. Readers PDF as % of LDP read. Source : CIM 2005
  8. 8. Digital impacts everything ! Several ways to consume « TV » news ! News TV iDTV RTL.be When ? 1 hour delay Live Delay Special Live section On Demand
  9. 9. Broadband & Wireless A matter of fact ! Keywords: ADSL, DSL, UMTS, 3G, Wifi, Wimax, Hotspots, …
  10. 10. Broadband & Wireless «  Cable » Wireless 2G Fixed Lines 2,5G UMTS/3G P2P (Physical) IP (Virtual) Wifi (A)DSL Wimax
  11. 11. Broadband & Wireless: Multi-Devices… (Multi-Functions) «  Cable » Wireless 2G Fixed Lines 2,5G UMTS/3G P2P (Physical) IP (Virtual) Wifi (A)DSL Wimax
  12. 12. Belgium leads the broadband in Europe! source: HeavyReading.com
  13. 13. (A) Belgian Broadband/Wireless Reality - Proximus
  14. 14. 15/02/2006 !
  15. 15. My Life is a medium … Virtually real or Virtual reality ? Keywords: Blog, Vlog, Communities, …
  16. 16. Content ! (John Rich, Interactive Creative Director at TM)  Over 50 percent of all pages on the Web are consumer generated – “I think what we'll see in '06 is less of the traditional linear marketing messages. The best ideas are going to be powerful ideas that we allow consumers to execute against.” – “Technology and the digital medium are allowing this to happen. The benefit from the advertiser's standpoint is the level of interaction with the brand. It's becoming part of your life.”
  17. 17. Blogs  Etymology:  1997-2005; abbr. of Weblog – coined by Jorn Barger on 17 December 1997  An online diary - a personal chronological log of thoughts published on a Web page -  Typically updated daily, blogs often reflect the personality of the author  Blogs differ from traditional web sites in that, rather then being composed of many individual pages connected by hyperlinks, they are composed of a few templates, into which content is fed from a database
  18. 18. Blog Example (Blogger.com – FastBridge Brussels)  FastBridge's Brussels daily pick of online advertising news  Hungry for hot digital news, Pease look at: http://blog.fastbridge.be/
  19. 19. http://adverlab.blogspot.com/ Blog on the future of advertising technology
  20. 20. Iceberg to Geyser # of active blogs worldwide - (Source: Perseus – 4/8/2005) 2000 2001 2002 2003 2004 2005 60.000.000 50.000.000 40.000.000 30.000.000 20.000.000 10.000.000 0 1 3 1 3 1 3 1 3 1 3 1 3 Q Q Q Q Q Q Q Q Q Q Q Q
  21. 21. % of Belgian surfers doing … (Source: Cyberscan 11) PC-BANKING 47% FILES-PROGRAMS DOWNLOAD 38% READING NEWSPAPER 36% MUSIC 28% GAMES 23% CHAT/BLOGS 21% E-SHOPPING 17% JOB VIA JOBSITE 15% WATCH TELEVISION 10% TO INVEST 6%
  22. 22. Blog consumption evolution in Belgium (Source: Comscore)
  23. 23. Blog opportunities in Europe Country Rank 1 Reach % Rank 2 Reach % Rank 3 Reach % Portugal BLOGGER.COM 35,9 MSN Spaces 25,4 BLOGGER.COM.BR 13,5 Belgium MSN Spaces 35,6 SKYBLOG.COM 16,9 SKYNETBLOGS.BE 14,2 The Netherlands MSN Spaces 34,4 WEB-LOG.NL 23,7 BLOGGER.COM 11,1 Norway MSN Spaces 29,5 BLOGGER.COM 11,6 VGB.NO 9,2 France SKYBLOG.COM 27,5 MSN Spaces 20,2 OVER-BLOG.COM 14,3 Spain MSN Spaces 23,9 BLOGGER.COM 10,6 Six Apart Sites 3,7 Sweden MSN Spaces 22,5 BLOGGER.COM 14,8 Six Apart Sites 5,9 Switzerland MSN Spaces 20,4 BLOGGER.COM 11,3 SKYBLOG.COM 8,9 Finland MSN Spaces 18,7 BLOGGER.COM 18,0 Six Apart Sites 7,9 Denmark MSN Spaces 15,0 BLOGGER.COM 9,3 Six Apart Sites 3,3 UK MSN Spaces 13,2 BLOGGER.COM 11,1 Six Apart Sites 4,9 Ireland BLOGGER.COM 11,0 Six Apart Sites 4,7 MSN Spaces 4,6 Italy MSN Spaces 10,7 BLOGGER.COM 7,6 BEPPEGRILLO.IT 4,2 Germany BLOGGER.COM 9,1 MSN Spaces 7,5 Six Apart Sites 4,2
  24. 24. Advertising on Blogs (Blogads.com)
  25. 25. Amsterdam Tourism Board Blog(gers) Case  ATB in connection with BlogAds, will send 25 bloggers to Amsterdam in exchange for ad space on their blogs. – While the bloggers are not required to write anything about their trip, bloggers being bloggers, there will, no doubt, be a litany of posts covering their escapades during their five day stay.  The promotion, called quot;Bloggers in Amsterdam,quot; calls for bloggers to be interviewed by the Tourism Board and provide the Board with one month of advertising on their blogs. – The program is an extension of standard industry practices in which travel journalists are given a free ride so they can experience a destination and write about it.
  26. 26. Canon: Branded MSN Spaces / Digital photography Hub  Microsite to promote 3 elements of their brands: Eos SLR camera, direct print Ixus, and the Canon pixma printers.  Viral competition element – People are encouraged to upload their interpretation of this as a picture, then uploaded into a CANON branded MSN Space where other users can add their comments and also enter into the competition themselves. The winner of each theme, voted by our users is sent a Canon digital photography kit for their home.  Traffic to the microsite will be from editorial, and also a large media placement purchase by Canon, all of which will point internally
  27. 27. Personal upload + Comments 3 millions votes 30.000 comments 19.000 uploads
  28. 28. When Blogs go mobile …
  29. 29. Virtual world: Habbo Hotel  A virtual hotel used for chatting to and meeting other people on the internet: habbohotel.com – An orange building with an incredebly large amount of rooms inside which include beauty contest, races, mafias, rare trade rooms, and gay bars. Although there is over 7000 people in the hotel usually, there are 2 cars in the parking lot.  30 million unique accounts over the years ! (16 countries)
  30. 30. Virtual Virtuality: Gorillaz Habbo Hotel Tour ! Gorillaz are a popular beat combo, who are the cartoon children of Damon Albarn (of Blur fame) and Jamie Hewlett (of Tank Girl fame).
  31. 31. My Media Generation Content Syndication Keywords: RSS, Podcasting, IP PVR, …
  32. 32. RSS  RSS is a family of XML dialects for Web syndication used by (among other things) news websites and weblogs.  The technology of RSS allows Internet users to subscribe to websites that have provided RSS feeds; these are typically sites that change or add content regularly. Unlike subscriptions to many printed newspapers and magazines, most RSS subscriptions are free.  , RSS allows a website's frequent readers to track updates on the site using an aggregator.
  33. 33. RSS = Best WW secret ! Worldwide usage Use e-mail 87% Multiple mail adresses 78% Instant Messaging 60% Downlolad (files, videos, songs...) 53% Chat 24% Look at videos 22% Participate to Forums, blogs 25% Network Gaming 13% Construct own blog 6% RSS 2% Sources : JD Power, Forrester Research, 2005
  34. 34. RSS … The « Mr Jourdain » syndrom ! (Please visit Alex Barnett Blog !) Source: Yahoo – RSS Study - 2005
  35. 35. Podcasting / Videocasting… (Just another RSS application)  Podcasting is the practice of making audio files available online in a way that allows software to automatically detect new files and download them.   Technically, this is accomplished using RSS 2.0 news feeds to provide information about a collection of audio files in MP3 format.  In common use, podcasting is often used to refer to independent audio shows that can be downloaded from the Internet
  36. 36. How to use RSS (Pocasting/Videocasting) in ad communication ? Search engine Syndicate improvement your content to other Web Media Content delivred Improve visbility to the end-users Generate Visitors RSS Branded RSS RSS Agregator Advertising
  37. 37. RSSBranded Agregator RSS Ad
  38. 38. Podcast advertising: Fruitcast example  15-second spot at the beginning of a podcast  Bid system / download – The current minimum bid for each ad is $0.04 per download
  39. 39. Content delivery to end users The London Tapes
  40. 40. My IP addres is my real touchpoint ! Keywords: Messenger, VOIP (Skype), …
  41. 41. E - Communication Channels Consumption (total 12+) ? MMS 15 SMS 60 VOIP (SKYPE) 8 MESSENGER 25 E-MAIL 49 TOTAL WEB 54 3 (WEB) GSM (Source: Cyberscan 11 – 10/2005)
  42. 42. Messenger Case Encarta
  43. 43. Messenger Case Chatman.nl – (KPN/Orange)
  44. 44. Is there any opportunities of (r)evolution in the TV world ? IDTV or IPTV Digital Television service Interactieve Digital delivered to subscribing Televisie in Vlanderen consumers using the voor technisch geïnteresserde Internet protocol over a televisiekijker en de reative adverteerder Chris Van Roey broadband connection
  45. 45. MSN Video
  46. 46. Google Video
  47. 47. Google Video – Search: VRT
  48. 48. What kind of application are you ready to pay for ? ( % 15-64) (Source: Future TV 2 – October 2005) Personal Video Recorder Video On Demand More channels Web access Electronic Program Guide e-mail Program Interaction Football T-Commerce TV By GSM 0 10 20 30 40
  49. 49. iDTV: 12% of the Belgian 12+ within the 12 months ! (Source: Future TV 2 – October 2005) 37 Early adopters 17 13 12 8 6 3 2 2 R ER A HS HS S AR S E VE -N AR AR M US NT NT YE TI DK NE YE YE O O E 1 R M M 2 5 O 3- 3 6 M
  50. 50. Web 2.0 From Casa Kafka to My fully integrated digital World Keywords: All !!!
  51. 51. Web 2.0 ?
  52. 52. Web 2.0 !  The term quot;Web 2.0quot; refers to what some people see as a second phase of development of the World Wide Web, including its architecture and its applications. – the transition of websites from isolated information silos to sources of content and functionality, thus becoming a computing platform serving web applications to end users – a social phenomenon referring to an approach to creating and distributing Web content itself, characterized by open communication, decentralization of authority, freedom to share and re-use, and quot;the market as a conversationquot; – a more organized and categorized content, with a far more developed deeplinking web architecture
  53. 53. Google map: Fun ! Usefull ? Snack Honolulu Snack Time Out Paco Snack My office
  54. 54. http://www.housingmaps.com/ Google map + Real estate web database
  55. 55. Web 2.0: Windows Live My own webplace: RSS + WebMail + Own content …
  56. 56. Web 2.0: Google/ig My own webplace: RSS + WebMail + Own content … Surf to http://labs.google.com for more tools !
  57. 57. Conclusions
  58. 58. MASS MEDIA (a few for the great majority) CUSTOMIZATION (multiple reach = fragmentation) MASS CUSTOMERIZATION (countless content adaptation of the leaders)
  59. 59. Let’s talk …  Now … – Question Time !  … Or Later ! – Fixed line: +32 2 464 93 61 – Mobile: +32 496 26 06 88 – Mail: hugues.rey@fastbridge.be – Messenger: hugues_rey@hotmail.com – Gmail – Gmessenger – Gtalk: hugues.rey@gmail.com – … and Skype of course !  A copy of the presentation ? – In a few minutes on your e-mail – SMS: Rey to 3366 – Thanks to SMS2Mail (All is Blue)

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