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Strategies for power and control in online television markets: towards co-opetition

Strategies for power and control in online television markets: towards co-opetition






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    Strategies for power and control in online television markets: towards co-opetition Strategies for power and control in online television markets: towards co-opetition Presentation Transcript

    • Strategies for power and controlin online television markets:towards co-opetitionTom EvensiMinds-MICT, Ghent UniversityPrivate Television in Europe ‘Connecting to the Future’Brussels, 19 April 2013
    • Ecology of change Changing configurations of power and control Growing opportunities for new entrants Opportunities shaped or blocked by pre-existing powerstructures and incumbents’ foreclosing strategies Prominent opportunity: over-the-top (OTT) TV Traditional TV content and broadband delivery platforms Emerging players, burgeoning market Strategic impact of OTT Bypass traditional gatekeepers Establish direct-to-consumer relationship
    • BroadcasterProducerDistributorConsumerOTT operator TV EverywhereAdvertiser= OVER-THE-TOP TV = MANAGED NETWORKS
    • Game consolesStreaming players Set-top boxesConnected TV’sContentCloudNetworkDevice
    • Co-opetition and alliances Rivals simultaneously compete and cooperate Horizontal partnerships & complementary resources Strategic alliances: access new markets and resources Share resources and competencies Complex value systems, multi-stakeholder environment Ecosystems compete through business models Institutionalise technological innovation (cannibalisation) Adapt to changes in external environment Create and capture value
    • Battles and conflicts Gatekeepers employ controlling points No longer technological in nature (abundance) Commercial and artificial bottlenecks Monopoly control creates competitive advantage Resource dependency & power imbalance Power play strategies by all parties (market foreclosure) Restrain access to critical resources Favour own ecosystem and interests
    • Platform leadership18/06/2013 7 Intense platform competition Goal: control the future TV ecosystem Secure access via controlling points Occupy a critical position in the ecosystem Gain bargaining power vis-à-vis competitors No battlefield, rather a chess game Alliances, partnerships and collaboration key to success Embed in existing ecosystem or control your own one Ability to create and capture value Co-create, co-design, co-develop with the ecosystem Develop compelling user experience Experiment innovative business models
    • Foresight OTT could have far-reaching implications New players manoeuvring in this emerging market Incumbents re-invent bottlenecks to control OTT Strategy: stop abundance, create scarcity OTT market still immature, outcome is uncertain Double-edged sword for viewers More control of consumption (multiplatform, interactivity) Erosion of advertising-based revenue model Emergence of subscriptions, also on the web Endangers key values of public goods, non-excludabilityand universality
    • Tom.Evens[at]UGent.behttp://www.mict.behttp://be.linkedin.com/in/tomevens