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Unlocking New Value With Apps
 

Unlocking New Value With Apps

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Lecture given at C'n"B Creative Business Conference Cologne 25 June.

Lecture given at C'n"B Creative Business Conference Cologne 25 June.
Outlines The Sound Horizon's 3Cs model for successful services.

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    Unlocking New Value With Apps Unlocking New Value With Apps Presentation Transcript

    • THE SOUND HORIZON UNLOCKING NEW VALUE WITH APPS Dominic  Pride C’N’B  Creative  Business  Convention Cologne  June  25 Monday, 28 June 2010 1
    • ABOUT US Dominic  Pride  C ’n’B  Conven0on  June  25,  2010   2 Monday, 28 June 2010 2
    • ABOUT US Dominic  Pride  C ’n’B  Conven0on  June  25,  2010   2 Monday, 28 June 2010 2
    • ABOUT US sight, Translating in nd intelligence a things inn ovation into people use. Dominic  Pride  C ’n’B  Conven0on  June  25,  2010   2 Monday, 28 June 2010 2
    • ABOUT US sight, Translating in nd intelligence a things inn ovation into people use. Fas t! Dominic  Pride  C ’n’B  Conven0on  June  25,  2010   2 Monday, 28 June 2010 2
    • ABOUT US sight, Translating in nd intelligence a things inn ovation into people use. Fas t! Dominic  Pride:  Managing    Director  /    Principal  Consultant •Strategic  change   •Innova0on  management •Product  marke0ng   •Mobile  and  converged  service  development •Experience  with  operators,  handsets,  agencies,    content   brands,  labels,  associa0ons Dominic  Pride  C ’n’B  Conven0on  June  25,  2010   2 Monday, 28 June 2010 2
    • ABOUT US sight, Translating in nd intelligence a things inn ovation into people use. Fas t! Dominic  Pride:  Managing    Director  /    Principal  Consultant Some  of  our  Clients •Strategic  change   •Innova0on  management •Product  marke0ng   •Mobile  and  converged  service  development •Experience  with  operators,  handsets,  agencies,    content   brands,  labels,  associa0ons Dominic  Pride  C ’n’B  Conven0on  June  25,  2010   2 Monday, 28 June 2010 2
    • ABOUT US sight, Translating in nd intelligence a things inn ovation into people use. Fas t! @thesoundhorizon #CNB10 Dominic  Pride:  Managing    Director  /    Principal  Consultant Some  of  our  Clients •Strategic  change   •Innova0on  management •Product  marke0ng   •Mobile  and  converged  service  development •Experience  with  operators,  handsets,  agencies,    content   brands,  labels,  associa0ons Dominic  Pride  C ’n’B  Conven0on  June  25,  2010   2 Monday, 28 June 2010 2
    • Sources:  ,Gartner  Inc.  Apple,  Getjar,  Juniper,  Nokia,  Distimo   Monday, 28 June 2010 3
    • THE APPS EXPLOSION Sources:  ,Gartner  Inc.  Apple,  Getjar,  Juniper,  Nokia,  Distimo   Monday, 28 June 2010 3
    • THE APPS EXPLOSION •Billions  of  downloads – Apple:  5bn – Getjar:  1bn – Nokia  OVI:  1.6m+  /  day Sources:  ,Gartner  Inc.  Apple,  Getjar,  Juniper,  Nokia,  Distimo   Monday, 28 June 2010 3
    • THE APPS EXPLOSION •Billions  of  downloads – Apple:  5bn – Getjar:  1bn – Nokia  OVI:  1.6m+  /  day • Real  money – $2.5bn  in  2009 – -­‐Apple:  $1bn  in   developer  revenue Sources:  ,Gartner  Inc.  Apple,  Getjar,  Juniper,  Nokia,  Distimo   Monday, 28 June 2010 3
    • THE APPS EXPLOSION •Billions  of  downloads •Drivers – Smartphones – Apple:  5bn –power  /  experience – Getjar:  1bn –price – Nokia  OVI:  1.6m+  /  day – Unlimited  data  plans – Developer  ecosystem • Real  money – $2.5bn  in  2009 – -­‐Apple:  $1bn  in   developer  revenue Sources:  ,Gartner  Inc.  Apple,  Getjar,  Juniper,  Nokia,  Distimo   Monday, 28 June 2010 3
    • THE APPS EXPLOSION •Billions  of  downloads •Drivers – Smartphones – Apple:  5bn –power  /  experience – Getjar:  1bn –price – Nokia  OVI:  1.6m+  /  day – Unlimited  data  plans – Developer  ecosystem • Real  money •Even  more  growth – $2.5bn  in  2009 – 20bn  +  downloads  by   – -­‐Apple:  $1bn  in   2013 developer  revenue – $25-­‐30bn  market Sources:  ,Gartner  Inc.  Apple,  Getjar,  Juniper,  Nokia,  Distimo   Monday, 28 June 2010 3
    • Monday, 28 June 2010 4
    • AND MOBILE APPS ARE JUST THE START Monday, 28 June 2010 4
    • AND MOBILE APPS ARE JUST THE START Monday, 28 June 2010 4
    • AND MOBILE APPS ARE JUST THE START Monday, 28 June 2010 4
    • AND MOBILE APPS ARE JUST THE START Monday, 28 June 2010 4
    • AND MOBILE APPS ARE JUST THE START Monday, 28 June 2010 4
    • AND MOBILE APPS ARE JUST THE START Monday, 28 June 2010 4
    • AND MOBILE APPS ARE JUST THE START Monday, 28 June 2010 4
    • AND MOBILE APPS ARE JUST THE START Monday, 28 June 2010 4
    • AND MOBILE APPS ARE JUST THE START Apps  will  become  the  dominant  way  that  content  goes  go  market   through  CE  channel Monday, 28 June 2010 4
    • Image:  Gustavb  via  Wikipedia  under  Creative  Commons  License 5 Monday, 28 June 2010 5
    • A FIRE NEEDS MORE THAN JUST FUEL Image:  Gustavb  via  Wikipedia  under  Creative  Commons  License 5 Monday, 28 June 2010 5
    • A FIRE NEEDS MORE THAN JUST FUEL Image:  Gustavb  via  Wikipedia  under  Creative  Commons  License 5 Monday, 28 June 2010 5
    • A FIRE NEEDS MORE THAN JUST FUEL Three  elements  are  needed  to  start  a  flame Image:  Gustavb  via  Wikipedia  under  Creative  Commons  License 5 Monday, 28 June 2010 5
    • SERVICES NEED MORE THAN CONTENT 3Cs  Model  Copyright  Dominic  Pride  /  The  Sound  Horizon  2010.    All  rights  reserved 6 Monday, 28 June 2010 6
    • SERVICES NEED MORE THAN CONTENT Content – Media – User-­‐generated – Metadata 3Cs  Model  Copyright  Dominic  Pride  /  The  Sound  Horizon  2010.    All  rights  reserved 6 Monday, 28 June 2010 6
    • SERVICES NEED MORE THAN CONTENT Context – Time   – Device  /  Environment – Location Content – Media – User-­‐generated – Metadata 3Cs  Model  Copyright  Dominic  Pride  /  The  Sound  Horizon  2010.    All  rights  reserved 6 Monday, 28 June 2010 6
    • SERVICES NEED MORE THAN CONTENT Community – Bonds  with  friends – Social  capital – Wisdom  of  crowds Context – Time   – Device  /  Environment – Location Content – Media – User-­‐generated – Metadata 3Cs  Model  Copyright  Dominic  Pride  /  The  Sound  Horizon  2010.    All  rights  reserved 6 Monday, 28 June 2010 6
    • SERVICES NEED MORE THAN CONTENT Community – Bonds  with  friends – Social  capital – Wisdom  of  crowds Context – Time   – Device  /  Environment – Location Content – Media – User-­‐generated – Metadata Three  “Cs”  are  needed  to  make  compelling  services  and  apps 3Cs  Model  Copyright  Dominic  Pride  /  The  Sound  Horizon  2010.    All  rights  reserved 6 Monday, 28 June 2010 6
    • FRAGMENTATION OF RIGHTS 7 Monday, 28 June 2010 7
    • FRAGMENTATION OF RIGHTS • The  broken  model  of  music  licensing – Publishing  /  Audio  /  Visual  /  Moral – Mechanical  /  Performance   – Territorial 7 Monday, 28 June 2010 7
    • FRAGMENTATION OF RIGHTS • The  broken  model  of  music  licensing – Publishing  /  Audio  /  Visual  /  Moral – Mechanical  /  Performance   – Territorial • The  competition  for  content  rights   – New  services  will  compete  for  same  rights – Existing  creative  and  commercial  relationships  in  flux – Creator  back  in  control 7 Monday, 28 June 2010 7
    • DISTRIBUTION: THE NEW SILOS X Monday, 28 June 2010 8
    • DISTRIBUTION: THE NEW SILOS • Mobile  and  converged  channels  are  breaking  down   the  barriers  within  content.... .......but  new  ones  are  emerging  in  distribution • Challenges  to  simple  “Call  to  action”     X Monday, 28 June 2010 8
    • A CLEAR CHOICE: DEFEND OR BUILD 8 Monday, 28 June 2010 9
    • A CLEAR CHOICE: DEFEND OR BUILD • “Protecting  the  value   of  our  content” – Fighting  with  free – Declining  market – 50%  drop  in  last  10   years – Value  proposition  of  one   more  track – You  only  own  one  “C” 8 Monday, 28 June 2010 9
    • A CLEAR CHOICE: DEFEND OR BUILD • “Protecting  the  value   • “Creating  new   of  our  content” customer  value” – Fighting  with  free – Monetisable   – Declining  market environment – 50%  drop  in  last  10   – Expanding  market years – 10  x  growth  in  next  3   – Value  proposition  of  one   years more  track – Owning  all  of  the  3  “C”s – You  only  own  one  “C” – Content – Context – Community 8 Monday, 28 June 2010 9
    • THE SOUND HORIZON Thank you! dominic@thesoundhorizon.com www.thesoundhorizon.com @thesoundhorizon Monday, 28 June 2010 10