0
 
Three billion videos are watched online every day
Obama inauguration <ul><li>19 million concurrent live video streams </li></ul>
March madness <ul><li>Total of 8.6 million hours of viewing </li></ul>
<ul><li>“ Whenever my 9 year old son needed any information, he would open up YouTube, type in the search term and then ju...
<ul><li>““ customer-to-customer” (C2C) marketplace is a very apt description of what is happening today. Enabled by blogs,...
 
 
 
Why is this important? <ul><li>The average US home will consume over 1 terabyte </li></ul><ul><li>of digital content per m...
There’s a revolution going on <ul><li>On newspapers... </li></ul><ul><li>“ ...little more can be said in their favour than...
There’s a revolution going on
There’s a revolution going on <ul><li>The broadcast industry is next... </li></ul>Source - Pew Research Dec 2008
The industry now
1st layer - free <ul><li>Free to view </li></ul><ul><li>Advertising supported </li></ul><ul><li>Short content </li></ul><u...
2nd layer - corporate <ul><li>Content viewers will not pay for content </li></ul><ul><li>Content owners will pay to have c...
3rd layer - premium <ul><li>Niche content </li></ul><ul><li>Content more easily ‘monetised’ </li></ul><ul><li>ie viewers p...
Video value chain
4th layer - Broadcasters  <ul><li>Multiple revenue sources </li></ul><ul><li>Probably a traditional broadcast model  sitti...
Video value chain
Why you need a Video CMS <ul><li>… .. And a Content Delivery Network </li></ul>
Tourism Australia <ul><li>Multiple locations, destinations, content, audiences </li></ul><ul><li>www.australia.com </li></...
Tourism NSW <ul><li>Similar to Tourism Australia </li></ul><ul><li>Social networking sites </li></ul><ul><li>www.visitnsw....
Tourism Queensland <ul><li>Multi sourced content </li></ul><ul><li>UGC: 5,500 images </li></ul><ul><li>Social networking <...
Sydney Opera House TV <ul><li>Multi sourced content </li></ul><ul><li>WebTV portal </li></ul><ul><li>Social networking </l...
Tourism Tasmania  <ul><li>Entertainment </li></ul><ul><li>Piggbacking </li></ul><ul><li>Engaging content </li></ul><ul><li...
Palm Sunday Mass <ul><li>World Youth Day handover </li></ul><ul><li>Broadcast live from the Vatican </li></ul><ul><li>Crew...
CyclingMasters.tv <ul><li>World Masters Track Cycling Championships </li></ul><ul><li>4 camera production </li></ul><ul><l...
The leaders? <ul><li>Hulu </li></ul><ul><li>BBC </li></ul><ul><li>ABC </li></ul>
The future - HD <ul><li>Two main issues </li></ul><ul><ul><li>Bandwidth </li></ul></ul><ul><ul><li>Processing power </li><...
The future - mobile <ul><li>Example: </li></ul><ul><li>http://bit.ly/sydneyff </li></ul>
 
The challenges <ul><li>Infrastructure </li></ul><ul><ul><li>Price (retail and wholesale) </li></ul></ul><ul><ul><li>Qualit...
The home of the future <ul><li>Screen in every room (and every pocket) </li></ul><ul><li>Access to world’s library of cont...
Resources Websites:  hotelmarketing.com / Travelindustrywire.com / VTV (http://vtv.vfmleonardo.com) Blogging : Starwood, E...
Resources <ul><ul><li>www.videonuze.com   </li></ul></ul><ul><ul><li>www.contentinople.com   </li></ul></ul><ul><ul><li>ww...
Events <ul><ul><li>AIMIA Commercialising Video </li></ul></ul><ul><ul><li>Sept 24 th  2009,Sydney  </li></ul></ul><ul><ul>...
Question time <ul><ul><li>Nick Bolton </li></ul></ul><ul><ul><li>General Manager, Melbourne </li></ul></ul><ul><ul><li>e: ...
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Nick Bolton Viocorp Tourism Futures Online Video In The Context Of Tourism Marketing

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Presentation at www.tourismfutures.com.au Monday 17th August 2009, Marriott, Gold Coast

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No notes for slide
  • Overview - this needs to be a snappy and witty overview of the market. Possibly a video Something about YouTube being dumb or similar
  • Green V, PSD with shadow
  • Green V, PSD with shadow
  • Something - probably from Ross or similar showing growth in online video consumption Remember - single theme slides and visual imagery for max impact
  • Show chart of print revenue and trauma in that industry
  • Show chart of print revenue and trauma in that industry
  • Show chart of print revenue and trauma in that industry
  • Triangle diagram
  • Diagram showing 1st layer highlighted
  • Diagram showing 2nd layer highlighted
  • Diagram showing 3rd layer highlighted
  • Diagram showing top layer highlighted
  • Show animated Viostream diagram
  • Something - probably from Ross or similar showing growth in online video consumption Remember - single theme slides and visual imagery for max impact
  • Function of bandwidth available and CPU power YouTube Viostream
  • Transcript of "Nick Bolton Viocorp Tourism Futures Online Video In The Context Of Tourism Marketing"

    1. 2. Three billion videos are watched online every day
    2. 3. Obama inauguration <ul><li>19 million concurrent live video streams </li></ul>
    3. 4. March madness <ul><li>Total of 8.6 million hours of viewing </li></ul>
    4. 5. <ul><li>“ Whenever my 9 year old son needed any information, he would open up YouTube, type in the search term and then just watch the videos that showed up as matches. He never Googled anything” Ian Kennedy, Heads of Service Innovation at Nokia </li></ul><ul><li>Ref: ReadWriteWeb Is YouTube the Next Google? Written by Alex Iskold </li></ul>
    5. 6. <ul><li>““ customer-to-customer” (C2C) marketplace is a very apt description of what is happening today. Enabled by blogs, pod casts and social networking sites and mashups, the consumer today can be as informed about any subject as never before in history and even more importantly, has the easy means to communicate his or her knowledge and expertise to anyone else in the world. In the context of the travel industry, everyone can become a travel agent, tour operator, or even destination marketer at least in his or her own mind. The ingredients and the tools are certainly at their disposal. Travel Industry Wire </li></ul>
    6. 10. Why is this important? <ul><li>The average US home will consume over 1 terabyte </li></ul><ul><li>of digital content per month.... by 2010 </li></ul>
    7. 11. There’s a revolution going on <ul><li>On newspapers... </li></ul><ul><li>“ ...little more can be said in their favour than that they do not require batteries to operate, you can swat flies with them, and they can still be used to wrap fish” </li></ul><ul><li>Joseph Epstein, Commentary magazine </li></ul>
    8. 12. There’s a revolution going on
    9. 13. There’s a revolution going on <ul><li>The broadcast industry is next... </li></ul>Source - Pew Research Dec 2008
    10. 14. The industry now
    11. 15. 1st layer - free <ul><li>Free to view </li></ul><ul><li>Advertising supported </li></ul><ul><li>Short content </li></ul><ul><li>Tough to monetise </li></ul><ul><li>Tough to control </li></ul><ul><li>Market shakeout coming </li></ul>
    12. 16. 2nd layer - corporate <ul><li>Content viewers will not pay for content </li></ul><ul><li>Content owners will pay to have content delivered </li></ul><ul><li>Corporates, government, sports clubs, churches, etc </li></ul><ul><li>Brand, stick, engage, buy, sample, interact, network, leverage, </li></ul>
    13. 17. 3rd layer - premium <ul><li>Niche content </li></ul><ul><li>Content more easily ‘monetised’ </li></ul><ul><li>ie viewers prepared to pay for content </li></ul>
    14. 18. Video value chain
    15. 19. 4th layer - Broadcasters <ul><li>Multiple revenue sources </li></ul><ul><li>Probably a traditional broadcast model sitting behind it </li></ul><ul><li>...opens up niche broadcast opportunities... </li></ul>
    16. 20. Video value chain
    17. 21. Why you need a Video CMS <ul><li>… .. And a Content Delivery Network </li></ul>
    18. 22. Tourism Australia <ul><li>Multiple locations, destinations, content, audiences </li></ul><ul><li>www.australia.com </li></ul><ul><li>www.tourism.australia.com </li></ul><ul><li>ATE Online </li></ul><ul><li>Media portal </li></ul><ul><li>One intranet </li></ul>
    19. 23. Tourism NSW <ul><li>Similar to Tourism Australia </li></ul><ul><li>Social networking sites </li></ul><ul><li>www.visitnsw.com </li></ul>
    20. 24. Tourism Queensland <ul><li>Multi sourced content </li></ul><ul><li>UGC: 5,500 images </li></ul><ul><li>Social networking </li></ul><ul><li>Lead generation </li></ul><ul><li>www.eyeonq.com </li></ul>
    21. 25. Sydney Opera House TV <ul><li>Multi sourced content </li></ul><ul><li>WebTV portal </li></ul><ul><li>Social networking </li></ul><ul><li>Search and ticket sales </li></ul><ul><li>www.soh.tv </li></ul>
    22. 26. Tourism Tasmania <ul><li>Entertainment </li></ul><ul><li>Piggbacking </li></ul><ul><li>Engaging content </li></ul><ul><li>www.tasmaniathemovie.com.au </li></ul>
    23. 27. Palm Sunday Mass <ul><li>World Youth Day handover </li></ul><ul><li>Broadcast live from the Vatican </li></ul><ul><li>Crew of four people - technicians and production </li></ul><ul><li>Audience mainly in Australia </li></ul><ul><li>www.xt3.com </li></ul><ul><li>http://Video.xt3.com </li></ul>
    24. 28. CyclingMasters.tv <ul><li>World Masters Track Cycling Championships </li></ul><ul><li>4 camera production </li></ul><ul><li>Multiple revenue sources: </li></ul><ul><ul><li>Fixed fee </li></ul></ul><ul><ul><li>Pay-per download </li></ul></ul><ul><ul><li>sponsorship </li></ul></ul>
    25. 29. The leaders? <ul><li>Hulu </li></ul><ul><li>BBC </li></ul><ul><li>ABC </li></ul>
    26. 30. The future - HD <ul><li>Two main issues </li></ul><ul><ul><li>Bandwidth </li></ul></ul><ul><ul><li>Processing power </li></ul></ul>
    27. 31. The future - mobile <ul><li>Example: </li></ul><ul><li>http://bit.ly/sydneyff </li></ul>
    28. 33. The challenges <ul><li>Infrastructure </li></ul><ul><ul><li>Price (retail and wholesale) </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><ul><li>NBN </li></ul></ul><ul><li>Behavioural (BitTorrent) </li></ul><ul><li>Cultural “stealing is ok” mentality </li></ul>
    29. 34. The home of the future <ul><li>Screen in every room (and every pocket) </li></ul><ul><li>Access to world’s library of content </li></ul><ul><li>Ubiquitous broadband and super-powerful machines </li></ul>
    30. 35. Resources Websites: hotelmarketing.com / Travelindustrywire.com / VTV (http://vtv.vfmleonardo.com) Blogging : Starwood, Eurostar and STA Travel Podcasting : Lonely Planet, Orbitz, Virgin Atlantic, The Independent and Heartbeat guides Social networking and user generated content  : TripAdvisor, Yahoo, Contiki and Sheraton Online video : YouTube, Travelistic and MGM Grand Las Vegas RSS :Expedia, STA Travel, Virgin Holidays, Orbitz, and Conde Nast Tagging : del.icio.us, Flickr and Travbuddy Mash-ups and Open API’s : Locale, Virtual Tourism, Blogabond, 43 Places and TripAdvisor Wikis : Wikitravel, World66 and TripAdvisor, iGoUGo AJAX:  (Kayak, Sidestep, Farecast and Google Maps
    31. 36. Resources <ul><ul><li>www.videonuze.com </li></ul></ul><ul><ul><li>www.contentinople.com </li></ul></ul><ul><ul><li>www.streamingmedia.com </li></ul></ul><ul><ul><li>www.reelseo.com </li></ul></ul>
    32. 37. Events <ul><ul><li>AIMIA Commercialising Video </li></ul></ul><ul><ul><li>Sept 24 th 2009,Sydney </li></ul></ul><ul><ul><li>www.aimia.com.au </li></ul></ul><ul><ul><li>E-tourism Summit </li></ul></ul><ul><ul><li>October 13-14th , 2009 New York </li></ul></ul><ul><ul><li>www.etourismsummit.com </li></ul></ul>
    33. 38. Question time <ul><ul><li>Nick Bolton </li></ul></ul><ul><ul><li>General Manager, Melbourne </li></ul></ul><ul><ul><li>e: [email_address] </li></ul></ul><ul><ul><li>m: 0412 101726 </li></ul></ul><ul><ul><li>Twitter / Skype / LinkedIn: nickybee99 </li></ul></ul><ul><ul><li>Twitter: @viocorp </li></ul></ul>
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