Creative Industries Meet Connected Customers

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Here is an "extended remix" of today's keynote from the World E-Reading Summit in London.

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Creative Industries Meet Connected Customers

  1. 1. THE SOUND HORIZON Ex Sl te R ide nde em s d ix har e WHEN CREATIVE INDUSTRIES MEET CONNECTED CONSUMERS DominicPride WorldE/ReadingCongress 16May2012 @thesoundhorizon
  2. 2. TODAY... Publishers/Whereareyounow? Whatcanwelearnfrom: RecordedMusic Focuson:Spotify TV Focuson:TopGear Games Focuson:Cityville Creatingnewvalue
  3. 3. WHERE ARE YOU NOW?
  4. 4. “NAPSTER MOMENT” AVOIDED?World’s(largest(recorded(music(market(lost(2/3(of(consumer(spend(since(filesharing(began. 1999: Napster 2003: -64% iTunesSource: Michael DeGusta: The Understatement http://ow.ly/aJixq Inflation and population adjustedQuoted in: Silicon Alley Insider Feb. 18, 2011 http://ow.ly/aJiC5
  5. 5. DIGITISATION: MISSION ACCOMPLISHED?
  6. 6. Click this bubble to see the YouTube VideoFrom ASDF Movie 4 YouTube: http://ow.ly/aJYj8
  7. 7. Your customers You’re are “doing a “doing an book.” internet.”
  8. 8. READING IS BEING DEMATERIALISED Physical Digital ✓Visible X"Visible ✓Tangible X"Tangible ✓Valuable ?"Valuable
  9. 9. UG C S e lf- P ub CoCu n sto nec me ted rs Ha So rd ftw wa a AND CAUSING DISRUPTION re re Se ar ch
  10. 10. SO WHAT CAN WE LEARN FROM OTHER INDUSTRIES?
  11. 11. 1. DIGITISATION CREATES A VALUE GAP Keane Strangeland Album Guardian MP3 iPad edition £4.99 monthly Call of Duty subscription Black Ops £9.99 Zombies App £4.99 Keane Strangeland Album3 CD The Guardian £8.99 Print edition: Mon-Sat for 4 weeks: Call of Duty £32.40 Black Ops PS3 £23.99
  12. 12. 2. WE ALL PLAY ON THE SAME PITCH Digital Book Stores / ServicesNews & SocialPrint NetworkingMedia PersonalGames Media TV and MoviesPersonal UtilitiesMedia UGC
  13. 13. 3. DIGITAL DISRUPTION NEVER ENDSDigitisationisnotaone/timeprocess./Digitaldoesnot“replace”physical ne ve r/Digitisationtakesusintopermanentchange/Takesusfromclosedvaluechaintoopenecosystem
  14. 14. 4. DIGITAL CHANGES CONSUMER NEEDS Physical Digital• Ownership • Access• Objects • Experiences• Consumption • Interaction
  15. 15. WHAT CAN WE LEARN FROM.... RECORDED MUSIC ?
  16. 16. WHAT’S GOING ON?• Downloadsprovideslowgrowth – Albumsbecome“unbundled” – iTunesdominates• Cloud&Streamingmodelsemerge – Unlimitedaccess – Serviceandcommunity/led• Newgeneratives – Branddealsproliferate – 360dealsfornewrevenues
  17. 17. FOCUS ON...SPOTIFY Streaming(music(service(capturing(audience,(mindshare(and(revenueWide"range"of"mobile"apps Desktop"software Deep"2Dway"Facebook"integration
  18. 18. FOCUS ON... SPOTIFY Streaming(music(service(capturing(audience,(mindshare(and(revenue Spo$fyInNumbers Ac#ve&Users 15m 20% Premium&Subscribers 3m No.of&songs 16m Facebook&Shares 1.5bn Paid&to&rights&owners $250mSource; Spotify Fast Facts, Spotify CEO Daniel EK The Next Web 18 April http://ow.ly/aKpMg
  19. 19. WHAT DOES SPOTIFY TELL US? ng: Learni Early 1. Engage rst, : Aud ience Fi 2. Freemium etise them mon vice 3. Value in Ser
  20. 20. WHAT CAN WE LEARN FROM.... TV & FILM ?
  21. 21. WHAT’S GOING ON?• EPGBreakdown – Catch/up,ondemanderodeschedules – “Appointmenttoview”goessocial• OverTheTop – Web=TV=Web – Challengestocableandmonetisation• Mobiledistraction – Mobile/tabletinteraction – Tabletasconsumptionplatform
  22. 22. FOCUS ON.. TOP GEAR BBC(Worldwide’s(top(motoring(programme(has(achieved(ubiquity(in(digital(channels(( FromscheduledTV programming.. ..tosocialmedia interactions... ..to Google Play and...to website and online ..to iPlayer and YouTube iOS apps, games,games... programming... podcasts, books, audiobooks..
  23. 23. WHAT DOES TOP GEAR TELL US? ng: Learni nition brand = recog 1. Strong ce ollow s audien 2. C ontent f vant ise w here rele 3 . Monet
  24. 24. WHAT CAN WE LEARN FROM.... GAMES?
  25. 25. WHAT’S GOING ON?• Disruptioninplatforms – mobilechallenginghandheld&console – SteamdominatesPC• Connectedgamers – challengeof“bigdata” – gamesin“permanentbeta”• Riseofsocialgaming – Facebookasdestination – mobileextendssocial
  26. 26. FOCUS ON...CITYVILLE Zynga’s(Cityville(exemplifies(social(gaming(with(40m+(monthly(users( CityvilleInNumbers Daily&Ac#ve&Users 6m Monthly&Ac#ve&Users 39.7m Likes&on&Facebook 24.9m Zynga&average&daily& $0.055 bookings&per&ac#ve&user Inherently"social"activity"embedded"in"social"platform In"D"game"monetisation" through"virtual"goodsSources: Appdata, Chicago Tribune Feb 1 2012 http://ow.ly/aKvD8, Zynga Q1 results http://ow.ly/aKyjj
  27. 27. WHAT DOES CITYVILLE TELL US? ng: Learni tions ts = Destina 1. SocNe nt of isation at poi 2 . Monet ion inspirat ges ectiv ity chan 3. Conn games: e -dialogu beta -per manent
  28. 28. TAKEAWAYS FOR PUBLISHERS Physical Digital• Innovateandpartnerwithservicesasearlyaspossible• Createandextendstrongauthor/ledandcuratorialbrands• Enableuser<>useranduser<>authordialogue
  29. 29. 3Cs - FRAMEWORK FOR VALUE CREATIONCommunity – Bonds"with"friends – Social"capital – Wisdom"of"crowdsContext – Time" – Device"/"Environment – LocationContent – Media – UserDgenerated – Metadata 30
  30. 30. Why just do an (e-)book?when your users expect “an internet?”
  31. 31. THE SOUND HORIZON Thank You! dominic@thesoundhorizon.com slideshare.net/thesoundhorizon @thesoundhorizon Linkedin:Books2.0

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