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Disruption of the Digital Media Distribution - Digibiz 2009
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Disruption of the Digital Media Distribution - Digibiz 2009

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  • 1. Disruption of the Digital Media Distribution Margaret Tan Nanyang Technological University Singapore Digibiz 09 – London, UK
  • 2. Motivation
    • Web 2.0 technologies
      • More interactive
      • More open
      • More direct
    • Affecting distributors of entertainment services or products especially music, movies etc
    • Need to understand the phenomena of online consumers
  • 3. A Conceptual Framework
    • Based on two dimensions
      • Ownership of Intellectual Property
        • Covers all types of artistic and literary creation of information and knowledge
      • Distributional Channels
        • From market place
        • To market space
  • 4. A Conceptual Framework Market Place Market Space Distribution III Collaboration IV Free-for-All I Self-Centered II Cooperative Intellectual Property
  • 5. Intellectual Property
    • IP laws provides the holders the right to reproduce their works
      • monopoly
      • entitlement
    • For online purposes
      • to protect illegal downloads
      • it deprives creators of their revenue
    • The context
      • one to many
      • many to many
  • 6. Distributional Channels
    • From market place
      • Various forms – aggregators, syndicators, distributors
      • Products encapsulated in physical forms
    • To market space
      • Access to abundant content
      • Direct to consumers
  • 7. Quadrant 1
    • Market Place under Intellectual Copyright
      • Characteristics or attributes
        • a one to one approach
        • often in control using different distributional windows, eg pay-per-view, DVD rentals
      • Called this quadrant – ‘self-centered’ as it has a oligopolistic structure
  • 8. Quadrant II
    • Market Space under Intellectual Copyright
      • Characteristics or attributes
        • a one to one approach
        • a more pervasive online market
        • global sharing
        • multiplicity of roles in the dynamic relationships
      • Called this quadrant – ‘co-operative’
  • 9. Quadrant III
    • Market Place in the Public Domain
      • Characteristics or attributes
        • contributions by many eg shareware
        • similar to creative commons concept
        • works in public domain
          • the work expires
          • copyright owner fails to renew copyright
          • copyright holder decides to place the work in public
      • Called this quadrant – ‘collaborative’
  • 10. Quadrant IV
    • Market Space under Creative Commons
      • Characteristics or attributes
        • creators can remix creations or previous productions without much concern on copyright
        • reduces legal costs
      • Called this quadrant – ‘free-for-all’
  • 11. Viable IDM Market Channels
    • Moving from ‘self-centered’ to ‘co-operative’
      • New packaging – no longer able to bundle unpopular items with popular ones
      • Fair use – the number of times or copies
      • Challenges with new media and technologies – video recordings, etc
  • 12. Summary
    • Needs to understand the phenomena in the dynamic IDM landscape
    • As it affects the structuring of business models to generate revenue
    • When boundaries between suppliers and customers appear to be converging that impacts distributional channels