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Benjamin Levy March 2007 All rights reserved. Copyright © 2006 Vringo Inc. This file may not be redistributed without prior written permission Old Media vs. New Media It’s a jungle out there It’s a jungle out there

Topics ,[object Object],[object Object],[object Object],[object Object],[object Object]

A paradoxical snapshot of old media ,[object Object],[object Object],[object Object],[object Object],Edison Research. (2006). Time Spent Listening by Teens (12-17) down 22% since 1993. from http://www.edisonresearch.com/home/archives/2006/09/followup_edison.php Radio : Time Spent Listening by Teens since 1993 TV : Average viewing time p/ HH since 1995 Nielsen Media. (2006). Television's Popularity is Still Growing. 2006, from http://www.nielsenmedia.com/nc/portal/site/Public/menuitem . 55dc65b4a7d5adff3f65936147a062a0/?vgnextoid=4156527aacccd010VgnVCM100000ac0a260aRCRD

Ecosystems: Natural & Business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],All rights reserved. Copyright © 2006 Vringo Inc. This file may not be redistributed without prior written permission

6 Dimensions of media competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Subscriptions Dimmick, J. (2003). Media Competition and Coexistence: The Theory of the Niche. Mahwah, NJ: Lawrence Erlbaum Associates.

The Innovator’s Dilemma ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],All rights reserved. Copyright © 2006 Vringo Inc. This file may not be redistributed without prior written permission Performance Reliability Convenience Price Performance Reliability Convenience Performance Reliability Time Functionality Technology trajectory Christensen, C. M. (2000). The Innovator's Dilemma . New York: Harper Business.

The Innovator’s Dilemma: an illustration

But, pâté is not easily found in the jungle

Gratifications sought ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(micro) dimensions of competition Stafford, T. S., Stafford, M.R. (2001). Identifying motivations for the use of commercial Web sites. Information Resources Management Journal , 14(1), 22. Ruggiero, T.E. (2000). Uses and Gratifications Theory in the 21 st Century. Mass Communications & Society . 3(1), 3-37.

Gratification opportunities previously empty spaces underutilized spaces core spaces Old Media New Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advertising investments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Innovator’s Dilemma in Practice Smallest ad investment that CBS can profitably accept Smallest ad investment Google can profitably accept 5¢ $20,000

Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Subscriptions ,[object Object],[object Object],[object Object],[object Object]

Time spent on media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summary  Time spent on media  Subscriptions  Content   Advertising  Gratification opportunities  Gratifications sought New Media Old Media

Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object]

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