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Q2 Mid Year Trends 2008

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A look at Global Digital Media Trends in 2008

A look at Global Digital Media Trends in 2008

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  • 1. 2008 TRENDS: Mid-Year Review
  • 2. Relative Rate of Change of Key Trends: Quick Summary ACCELERATING
    • All things P2P
    • Online digital entertainment
    • Consumer created / niche social environments
    • Gaming - device enabled service /entertainment
    • Channel agnostic marketing
    • Mobile location aware
    • Data visualization /integration
    • Mobile entertainment
    • Mobile Search
    • “ Open” solutions
    • Relevant/ Contextual offers
    • Consumer currency / Personal compensation
    • Mobile Social
    • Co-Creation
    • Consumers as advocates and brand ambassadors
    • Global inflation /economic focus
    • Video tracking and interaction
    • Virtual learning
    • Virtual communication tools
    • Traditional TV measurement / VOD/TIVO
    • Search revenue
    • Steady - Social responsibility (Green /Blue practices)
    • Accountability (Shared metrics /critical importance)
    • Traditional segments
    EMERGING HOLDING 2008 – GIC Confidential
  • 3. LOCATION
    • Implications:
    • Meaningful analysis of mobile interaction “where” offers context
    • Comprehensive measurement digital signage
      • Proximity sensing, marketers will tailor digital OOH in real-time
    The phone is becoming the lifestyle device, and navigation is almost a foundational service. People expect it to be a part of their plan," Scott Lane, Sprint. Source: IDC, Digital Marketplace Model and Forecast /Mobixell via GFK Comprehensive, real-time consumer experience. Devices transparently connect, know where you are, continuously drip-collect data, and anticipate your needs Focused on enabling wireless devices to discover, identify and connect with other sources of data and other devices. Nike - Hidden-code game in digital OOH for Euro '08 in Hong Kong TREND: Mobility 2013 - Global Location Based Services should easily reach $13.3 billion 2008 – GIC Confidential
  • 4. TREND: Mobility APPLICATION
    • Implications:
    • Advanced methods of data collection that include naturally captured data via interaction/third party software
    • Management contact rates/content
    • Salesforce.com/Oracle introduced mobile apps
    • Understanding consumer networks /Measurement of mobile data service
    Widgets capture interaction providing rich context/data. Consumer-centric information collected and used to create dynamic impressions of consumers
    • 80% - Global population mobile Internet devices within 5-10 years
    • Kenya’s Standard Chartered brings full mobile banking to 14 million mobile consumers
    • Mobile phones out number ATMS by 2000 to 1
    2008 – GIC Confidential Source: IBM, eMarketer, “ Mobile Internet devices will be the“…next big thing in computing…And later this year (2008), we will begin delivering the mobile Internet with much smaller, lighter and powerful Internet-enabled devices that ultimately will fit right into your pocket.” – CEO, semiconductor company
  • 5.
    • 2013 - One in every three phones sold will be a smartphone
    Source: ABI
  • 6. TREND: Mobility MOBILE SOCIAL
    • Implications:
    • Ad measures, features that enable aggregation of data and tracking of people/places that are of interest
    • Linking digital content with real-time sharing. Mobile banner ad recall already parallel with TV
    Mass social networks need to be open and mobile. Users share profile information across multiple channels Student James Karl Buck sent a one-word text message from detention about his arrest. Twitter allowed him to connect w/friend and hire a lawyer Source: opera.com and eMarketer 2008 546 million mobile internet users 2012 More than 1.5 billion m/internet users 2012 800 million mobile social networks South Africa, USA and Indonesia, more than 60% mobile interaction is social 2008 – GIC Confidential
  • 7. TREND: Mobility MOBILE ECOSYSTEM
    • Implications:
    • Database of opt-in consumers who are enthusiastic about brands, relationships, assured of courteous occurrences, value, content and discounts provided
    • The right metrics - mobile device as the ideal relationship building tool
    • Ensure courteous connections / natural collection of data
    • Prepare for data via open protocol/apps
    “ The App Store is a grand slam, with a staggering 10 million applications downloaded in just three days” Steve Jobs, Apple’s CEO. Advanced technology will transform the mobile ecosystem creating disruption and the need for multiplatform integration… across all businesses, applications and demographics Elgato’s EyeTV Hybrid 2012 - devices accessing the Internet double to more than 3 billion, half will be mobile 2008 – GIC Confidential
  • 8. TREND: Digital Media APPLICATIONS: Digital Economy
    • Implications:
    • Advanced integration of behavioral data/ensures appropriate content/messages
    • Renewal energy intelligence and reporting
    • Increased targeting measures must meet “trust” standards for consumers
    MEgo profiles provide extreme individual details - favorite shops, foods, films, music and authors. Continuously refined- evolving with more personal information. New opportunities; entertainment, news, attend meetings and provide intelligence for a connected life. Dow Jones created an online community of video watchers who syndicate / share content via Brightcove 2008 – GIC Confidential
  • 9. TREND: Digital Media CHANGING ROLES
    • Implications:
    • Predictive algorithms for behavioral targeting (IP enabled)
    • Creative review of consumer currency levels and investment effectiveness
    • New search (e.g. Cuil and Microsoft Live/Facebook ads)
    Source: IBM Global CEO study, IDC, Digital Marketplace Model and Forecast and PWC China's online growth continues 375 million users in 2012 275 million users in 2008 (China passed the United States in 2007) Continued emergence of CGC and P2P interactions. Aggregated contact drives adoption rates CEOs expect substantial change
    • 2012
    • (B2C) 1 billion+ worldwide / transactions / $1.2 trillion
    • (B2B) eCommerce $12.4 trillion worldwide
    • Global media revenue avg growth 6.6% yr/ $2.2 trillion
    2008 – GIC Confidential
  • 10. TREND: Digital Media CHANNELS
    • Implications:
    • Multi-platform distribution metrics
    • Online/VOD/Mobile measurement
    • Real-time integrated insight providing direction for rapid adjustment of content
    Source: ComScore, IPG Magna and AdAge Attention measures are vital as IPTV moves to critical mass. Networks specialize content based on interest and preferences. Gaming devices to impact viewing.
    • 2008 -11 billion online videos were viewed in one month (4 billion on YouTube)
    • 2009 - spending in alternative media will represent 26.6% Adv investments
    • Google to anonymize YouTube user data/viewer privacy
    • Xbox 360 redefines video viewing and social /aggregation
    • Hulu.com ad inventory sold out for Summer Olympics
    2008 – GIC Confidential
  • 11. TREND: Digital Media CONSUMPTION
    • Implications:
    • Multidimensional measurement of viewing that includes influence and purchase
    • Consumer-centric view – multiplatform
    • Prepare for connected content and personalized platforms that contain contextual insight
    • Microsoft – Global users watch video clips w/friends via Windows Live Messenger
    • Social platform open to "connecting" identities across platforms (UUsee- P2P Olympic coverage)
    “ Social interaction that is inherent in today's web as part of their viewing experience," Chuck Ball, VP Sales, Lycos Source: Accenture, StrategyEye, eMarketer Consumption of digital video and content has changed. Discontinuous, real-time / on-demand viewing/sharing will accelerate 2012 Expect an estimated 190 million video viewers 2012- Amazon E-Book Sales reach $2.5 Billion 2008 – GIC Confidential Click to expand
  • 12. TREND: Social Environments/Collaboration and Co-Creation IDENTITY AND EXCHANGE
    • Implications:
    • Monitor/understand context within the experience
    • Integration, analytics and data mining ensure effective/flexible targeting
    • Align with networks of influential's and establish real-time view of value and message
    • Advanced integration of social measures with external data
    Natural consumer experiences supported through influential's. P2P connections are effective in platforms that enable authentic conversations 2008 – GIC Confidential
  • 13. TREND: Social Environments/Collaboration and Co-Creation POWER AND INFLUENCE
    • Implications:
    • Need for new business models that reflect the value of consumer currency
    • Identify patterns and similarities/abrupt changes
    • Engagement measures to determine the value of the social experience
    • Develop meaningful analysis of social interaction
    Relevance is essential, niche social environments offer substance for content. CMOs exploit social environment’s targeting consumer demographics “ There are 3 million people in the world connected by 3 degrees of separation. We are aiming to attract 1 million of them," Erik Wachtmeister , A Small World Personal compensation - influencers and advocates Aggregation / ranking “like-me” influence decisions Brands establish relationships / consumer intimacy Competition to attract high-influence individuals 2008 – GIC Confidential
  • 14. TREND: Social Environments/Collaboration and Co-Creation CONSUMPTION
    • Implications:
    • Trusted environments require combined measurement for influence rates and marketing investments
    • Adaptive lead acquisition/qualification
    • Open social reflects the need for integrated solutions such as text mining and sophisticated analytics
    "The Web is getting better by getting more social. We've baked social features into the infrastructure of the Web, and it is not tied to any particular site“ David Glazer, director of engineering, Google Mass social continues to expand, open social applications migrate into more niche /trusted environments Overheard: “What’s the size and value of your facebook network vs. mine in LinkedIn” Source: EDS and eMarketer 2008 – GIC Confidential
  • 15. TREND: Social Environments/Collaboration and Co-Creation CO-CREATION
      • Changing dynamics:
      • “ IT” brand becomes “Me” brand
    • Implications:
    • Social computing tools/measurement - making sense of consumer insight to develop products/services
    • Engaged co-creators construct wider/deeper/loyal process (non-intrusive stimuli and collection of data needed)
    • Refined R&D and seamless integration of marketing
    • Absolute co-creation is realized by presenting the ability to share experiences and exchange ideas in real-time
    Engagement is weak, consumer trust is low and loyalty is rare…Co-Creation reenergizes the consumer lifecycle putting consumers in the center of business .
    • Co-Creation practices must :
      • Get to know me
      • Allow me to try everything
      • Share my passion
      • Allow me to express myself
      • Keep me excited
      • Be Authentic
    Source: Forrester, Will Web 2.0 transform market research Spring 2008 CEOs anticipate substantial change 2008 – GIC Confidential
  • 16.  
  • 17. TREND: Gaming and Virtual Environments GAMING/VIRTUAL ENVIRONMENTS
    • Implications:
    • Online tracking, connection/influence measures with combined insight
    • In game ads – understand attention
    • Anticipated growth of over 10% makes this channel worth investigating
    • Console shopping platforms will begin to impact social shopping agenda
    Cultural shifts encourage the adoption of gaming platforms. Personalized avatars surf the web, challenge, interact and suggest. Innovative gaming integrates real-life statistics and behavioral data 2008 $48 billion on gaming worldwide 2012 Online games to $5.6 billion in ALM alone 2012 Sales could reach $68.3 billion worldwide Source: PWC 2008 – GIC Confidential
  • 18. TREND: Gaming and Virtual Environments EXPERIENCE ECONOMY
    • Implications:
    • Depth of consumer-centric data available via gaming devices
    • Behavioral associations, pre-purchase and experience
    • Measurement of consumer interaction, purchases and viewing via gaming platforms
    • Multiplatform view for programming (e.g. NBC) onlive via Hulu and now Xbox 360
    Moving from impression to interaction realigns strategy. Gesture based interfaces and voice technology create immersive experience Source: VGChartz, 2012 Console games to $34.7bb significantly impacting PC share "It used to be that you had to launch hardware to bring new experiences to users, what we're going to prove is that software can actually change the experience overnight," David Hufford, a senior director at Xbox. 2008 – GIC Confidential
  • 19. TREND: Gaming and Virtual Environments VIRTUAL SEARCH
    • Implications:
    • Innovative model partners effectiveness of behavioral targeting with the wealth of consumer data available for anticipating future needs
    • Search features anticipate specific options that are predetermined to interest searchers based on previous interaction/interests (drip-collection of data)
    • Data integration from search analytics / adware and link management
    Virtual search pre-designed to include behavioral information. Aggregators positioned for growth and local search adapted within mobile applications. Yahoo Glue Pages build a mini-portal around search results
    • Google is rumored to be testing digg like search functions
    • Yahoo is partnering with others to re-invent search
    2008 – GIC Confidential
  • 20. TREND: Gaming and Virtual Environments VIRTUAL TRAINING
    • Implications:
    • Text mining and qualitative analysis of virtual interactions
    • Virtual learning tools should be developed (internal/external)
    • Dynamic communication tools and reporting capabilities
    Virtual education, open sharing breeds knowledge. Sponsorship reflects commitment to improving education. Economical solution to high cost of travel, virtual assistants / conferences “ TelePresence allows us to build relationships globally, which accelerates productivity through innovation and a broader access to talent. This creates a competitive advantage that is even more enduring than the dramatic reduction in travel cost.” Rebecca Jacoby, CIO, Cisco “ Brain globalization” encourages mobility within multinational companies. Stronger communication tools will enable skilled workers to remain in their destination of choice 87.4% with advanced degrees are willing to relocate Source: Economist 2008 – GIC Confidential
  • 21. TREND: Business Practices COLLOBORATION Kiva is a nonprofit, p2p-lending site that facilitates loans between lenders and extremely low-income entrepreneurs in developing countries.
    • Implications:
    • Integration and management of multiple data sources
    • Text mining and aggregation of data
    • Enhanced collaboration metrics
    Source: IBM Global CEO study/ 2008 Networks for Counsel Survey Advanced and rapid development through collaborative relationships. Networks, consortiums, industry alliances as well as consumers CEOs see opportunity within collaborative relationships 2008 – GIC Confidential 50% of attorneys are members of social networks / over 40% believe professional networking has the potential to change business /practice of law over the next five years.
  • 22. Mergers & Acquisitions rise as organization’s expand capabilities bought IPTV platform, in a bid to expand its mobile TV services advertising partnership buys Sweden's in USD27m & have signed deals with & and * 51.5 billion in 07 keeping Bell Canada a private company acquired has acquired mobile content delivery network & rumor is acquiring a minority stake in
  • 23. TREND: Business Practices OPEN SOURCE
    • Implications:
    • Anticipate rapid design and flexibility of web content management
    • Ability to align with and enhance open source software, integrating insight to create holistic enterprise strategies
    IBM’s Outperformers were more likely to pursue industry model innovation Collaborative business models offer compelling benefits/ innovation. Expect further disruption as open source tools provide insight more effectively “ When the business model is innovative, operations and the product will follow automatically.” Ronald de Jong, CEO Philips CL, Germany Source: IBM Global CEO Study: The Enterprise of the Future , Forrester
    • Benefits:
    • Accelerated design
    • Comprehensive development
    • Reduced costs
    • View of competitive threats
    2010 Open-source database market rising to $1.2bn 2008 – GIC Confidential
  • 24. TREND: Business Practices MONITORING TOOLS
    • Implications:
    • Behavioral targeting moves into social positioning
    • Need for advanced integration, discovery and mapping capabilities
    • Vibrant graphical interface (user-friendly)
    • Governments seeking new tracking strategy with "opt in" rules similar to phone and cable
    Idée Inc. TinEye, Image Id Based on search “ Today our new image identification based search engine allows users to search over 487 million images in mere seconds,” Leila Boujnane, Idée CEO and co-founder INFORMATION BASED BUSINESS: Beyond tags and keywords, infinite levels of data monitored, integrated and reported across all variations of the web…Including: Patterns/ path/destination/speech and video analytics Video may take a moment to load Click image or copy/paste-http://download.autodesk.com/us/ted2008resources/TED2008_Autodesk_BigViz_Movie_HD_1080p.mov 2011 Business process management (BPM) growth could reach $ 6 billion Today - data integration     Tomorrow - data visualization     Yesterday - automation 2008 – GIC Confidential
  • 25. TREND: Business Practices NEW DYNAMICS OF DECISION MAKING
    • Implications:
    • Effective analytics, applicable CRM and real-time data
    • Continuous monitoring and real time alerts are essential to decisions
    • Innovative skills are needed to stimulate successful design and application
    2008 - Asia-Pacific broadband subscribers will increase over 31% to 171 million Source: TNS Retail Forward / IBM Global CEO Study: The Enterprise of the Future / Frost & Sullivan CEOs must ensure social responsibility (CSR) for decisions and business practices across the organization. Global inflation and the disruption of emerging markets, infused with elements of consumer driven content…require new boundaries 2012 - China will become the second-largest retail market / spending to reach $1.4 trillion 2008: Top three change drivers 2008 – GIC Confidential
  • 26. A Sampling of Sources Used for Monitoring Emerging and Accelerating Trends 2008 – GIC Confidential
  • 27. 2008 – GIC Confidential