video2.0, new horizon of online video

Slideshow Transcript

1. Slide 1: video2.0 New Horizon of Online Video September 25, 2008 Jo, SanKu KT
2. Slide 2:  video2.0  Status of Online Video  Contents  Issues & Players  Money & Ad  Challenges  The Future Now
3. Slide 7: video2.0 New Horizon of Online Video video, TV + web2.0
4. Slide 8: video2.0 More RMC RMC PCC Contents UGC TV CATV IPTV Distribution TV Online Video Device CATV web2.0 Mobile Personalization Search On Demand Audience $ $$$$$ Ad Market Segment Individual, Networked, UGC
5. Slide 9: Mass Media to Social Media Power Shift to People Pre Media Age Mass Media Age Social Media Age Consumers Dictate Consumers Dictated Professional Media Dictate Church, State, Monarchy Dictate the Agenda Volume of Participation
6. Slide 10: TV/Mass Media video2.0 Media Company in Control Consumer in Control One way / Delivering a Message Two way / Conversation Influencing, Involving, Info => Entertaining Life Style UGC(User Generated Contents) + RMC(Ready Made Professional Contents) PCC) Proteur Created Contents) => Volume, Type On Demand, Search, Personal, Scheduled Recommendation Anywhere & Cross Devices with TV TV, PC, Mobile.. Family (Watching) Individual, Networked Sit back Participative Messages Experiences Pay (Subscription) Free (Advertising) Mass Ad Personalize Ad (Ad as Contents)
7. Slide 11: Video Age: True Conversation “百聞不如一見”
8. Slide 13: Online Video Web/PC/OnDemand UGC Pro(RMC) tv2.0 Internet TV Open IPTV IPTV TV/Setupbox/Live by josanku 2008
9. Slide 14: Online Video in Korea Paran Mobx Leveraging Broadband & Mobile Infrastructure
10. Slide 15: Why Online Video?  High Demand  Online video viewing becoming mainstream: 57% in US  High Involvement  57% Shared Links.  Over 50% Watched Videos with Others.  80% Recall Seeing a Video Ad and 52% Have Taken Action, Including 16% Making a Purchase.  New Opportunity  Communicate with Users and Attract Them  Enter the Video Market  New Revenue Streams
11. Slide 16: Online Video: Ongoing Traction Internet Trends 2008, Mary Meeker
12. Slide 17: Online Video:TV+Internet+Mobile(CBS) Complementary Platforms Internet Trends 2008, Mary Meeker
13. Slide 18: Online Video: Life Style (New Portal?) Internet Trends 2008, Mary Meeker
14. Slide 19: Old Media vs. Social Media
15. Slide 21: Contents: Liberation RMC PCC UGC (Ready Made Content) (Proteur Created Content) (User Generated Content) Quality Reputation “百見不如一作 ” News Hot Issue Documentary Information Casual Entertainment Knowledge Creativity HowTo Video Fun Mass, $$$$$ Parody Clipping Viral Marketing Street News Short Head Life Vloging Many, $ or Not Some, Show Body Long Tail by josanku 2008
16. Slide 22: Contents: What’s Hot?  News  Humor  Movie Trailers  Music Videos  TV Show Clips  User Generated  Full TV Shows (source: eMarketer 2008) 22
17. Slide 23: Contents: Potential Sweet Spot VideoWiki Video Viral RMC PCC UGC
18. Slide 24: UGC Media/Content Owner New Player Solution video2.0 Search SNS Telco/CableTV Ads CDN, P2P Device
19. Slide 25: Issues & Players  Google Economy and Ecosystem  Video Open Platform – Joost  Amazon Video  RMC and UGC – Veoh  Content is Still King - Hulu  Cable TV to Online Video: Fancast  Video Search – Blinkx  Meta Video Site -magnify  Short-form Original Content – Metacafe  Video and Social Network – myspace and facebook  P2P to Video Aggregation – BitTorrent  Infinite Broadcasting Channels – TVU Networks  Mobile & Video – Sekai Camera  Place Shift - SlingBox  AppleTV  tv2.0: readwriteTV – Zillion TV
20. Slide 26: Google Economy and Ecosystem Search Publish Ad
21. Slide 27: Video Open Platform – Too Ideal?  Real InternetTV  P2P  Free world premium contents  Advertisement model
22. Slide 28: RMC and UGC
23. Slide 29: Book Ecommerce Web Services CDN Then, Amazon Video?
24. Slide 30: “Content is still King” – Content Owner NBC & Fox March 2008 $90 M at First Year Profitable Model? No Copyright Issue (70% with Ad) YouTube: $200M ($90M in US) in 2008 for 3% UGC Ad
25. Slide 31: Cable TV to Online Video
26. Slide 32: Video Search  Video Being Overloaded  We Need Smart Filter: Video Search, Social Watching.  Content will not be King Soon.
27. Slide 33: Meta Video Site
28. Slide 34: Short-form Original Content
29. Slide 35: Video and Social Network
30. Slide 36: Social Watching
31. Slide 37: More Socially: Overlay & Mashup
32. Slide 38: P2P to Video Aggregation PCDN (Peer Assisted CDN)
33. Slide 39: Infinite Broadcasting Channels: Liberation of Broadcasting
34. Slide 40: Mobile & Video A camera system that aims to merge the virtual and real worlds by using a digital device as a viewfinder. http://www.techcrunch.com/2008/09/17/tonchidot-madness-the-video/
35. Slide 41: Place Shift & Social Watching
36. Slide 42: iTune iPhone/iPod & AppleApp Then, AppleTV?
37. Slide 43: tv2.0: readwriteTV  TV – Still the Primary Media Device  Any TV & Movie Contents  Empower People: Personalization & Community  Free or Oneclick Pay per View  Pulled Ads as Content
38. Slide 44: tv2.0
39. Slide 45: Show Me the Money~
40. Slide 46: Trend Money
41. Slide 47: US Online Video Ads Spending 2001~2011 (MM) 2008: $1.3B 2010: $3.1B eMarketer, June 2007
42. Slide 48: Revenue Models: Cash, Ads, Engagement  Cash: Subscription, Pay per View  Ads (Attention): CPM, CPC Cash  Engagement: Lead Generation, Viral Marketing, Ads Rating Engagement 70:20:10 Ads Cash Engagement Ads 50:30:20 Engagement Cash 65:25:10 RMC PCC UGC by josanku 2008
43. Slide 49: Online Video Ads
44. Slide 50: Attention vs. Money Content : 2008, US RMC 58% UGC 42% Ad Revenue: 2008 US UGC 4% RMC Hulu (70%) vs. YouTube (3%) 98% http://www.contentinople.com/author.asp?section_id=430&doc_id=158713 http://www.ipsos-na.com/news/pressrelease.cfm?id=4011
45. Slide 51: Online Video Ads Network
46. Slide 52: Overlay Ad
47. Slide 53: Viral Video & Measurement Right Video at Right Time www.tubemogul.com at Right Place to Right Audience
48. Slide 54: Liberation of TV Ad
49. Slide 55: video2.0 Disruption Threat or Opportunity When?
50. Slide 56: War: Online Video Ecosystem & Economy Contents Creators Contents Owners Contents Distributers Network Operators Attention User Engagement Device Money Manufacturers Service, Solution Providers Platform Providers Advertisers
51. Slide 57: Challenge  Digital Noise  Reputation and Trust System  Privacy  Copyright  Distribution Control  Traffic Overload and Network Abuse  Guarantees on Quality  Network Neutrality  Revenue Model  Another Poker Game
52. Slide 58: The Future Now  More Blurring, Not just Convergence  tv2.0, readwriteTV with Huge Potential  HD Quality  Any Type of Video including Broadcasting  More Social and Community  More Mobile  Video Search for Contents and Contents  P2P for Better Network Scalability  Advanced Advertising Models  Market Consolidation for Leading Ecosystem or Platform  Video * : Main Stream
53. Slide 61: ME Broadcasting (Mobile) Broadband Democracy
54. Slide 63: Thank U josanku@kt.com