Transmedia prez masterclass marseilles 2011


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R&D Presentation for the Transmedia International Masterclass 2011 (Technology session)

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Transmedia prez masterclass marseilles 2011

  1. 1. Orange Labs Jean Devevert, Steeven Plu May 2011 Transmedia from a scattered experience … … to an orchestrated authored experience
  2. 2. Who Are We? <ul><li>Jean Devevert </li></ul><ul><li>Hypermedia lab Director – Orange Labs </li></ul><ul><li>Steeven Plu </li></ul><ul><li>Interactive Entertainment Expert at Hypermedia lab – Orange Labs </li></ul><ul><li>Hypermedia Lab </li></ul><ul><li>R&D laboratory, 9 Teams, 135 peoples </li></ul><ul><li>Mission: </li></ul><ul><li>Create, develop and deliver multi-devices portal and web-based services focused on entertainment, CRM and social features. </li></ul><ul><li>Identify new growth opportunities, suggest and develop innovative service concepts for Business Units </li></ul><ul><li>Action domains: </li></ul><ul><li>Audiovisual, music, games, transmedia and mediacenter services </li></ul><ul><li>Frameworks for STB, connected TV, mobiles, tablets and desktop services </li></ul><ul><li>Orange portals for STB and connected TV and interactive services on TV </li></ul><ul><li>Messaging suite and social features for portal services </li></ul><ul><li>Mobile WebApps </li></ul><ul><li>Portal and tools for Orange retailing </li></ul>
  3. 3. Who Are We? <ul><li>Orange in a few words & numbers </li></ul><ul><ul><li>Telco positioned on: </li></ul></ul><ul><ul><ul><li>Quadruple play offers & convergence ; </li></ul></ul></ul><ul><ul><ul><li>FTTH & LTE (4G) broadband networks ; </li></ul></ul></ul><ul><ul><ul><li>Network & Connected Services innovation (Portfolio of 7800 patents) ; </li></ul></ul></ul><ul><ul><ul><li>Retail & distribution of digital contents ; </li></ul></ul></ul><ul><ul><ul><li>Transmedia (New Content Division stream) </li></ul></ul></ul><ul><ul><li>Feature 2010 </li></ul></ul><ul><ul><ul><li>Revenue: 45.5 Billions € </li></ul></ul></ul><ul><ul><ul><li>169 000 employees in 220 countries ; </li></ul></ul></ul><ul><ul><ul><li>210 millions subscribers in 35 countries (Internet + Mobile + Fixed phone) ; </li></ul></ul></ul><ul><ul><ul><li>3G networks in 23 countries ; </li></ul></ul></ul><ul><ul><ul><li>B2B: 15% of revenue, 28 Business centre managing 3750 multinational clients </li></ul></ul></ul>
  4. 4. Summary <ul><li>Of Media & Men </li></ul><ul><li>Technology in Transmedia </li></ul><ul><li>Content as a service, </li></ul><ul><li>Service as a content </li></ul><ul><li>Transmedia stakes </li></ul>
  5. 5. Of Media & Men
  6. 6. Of Media & Men <ul><li>First, let’s talk about Media </li></ul><ul><ul><li>Media = The « What » : A message for any purpose to be delivered to an audience </li></ul></ul><ul><li>+ </li></ul><ul><ul><li>Media = The « How » : Intermediate channels involved to deliver the message </li></ul></ul>
  7. 7. Of Media & Men <ul><li> Media, a wide and confusing word </li></ul><ul><ul><li>Distribution Spaces : TV Channel, Social Media Sites, Magazines, Catalogue… </li></ul></ul><ul><ul><li>Delivery forms : DVD, Stream On Demand, Print, Live… </li></ul></ul><ul><ul><li>Reception Frames : Screens, Devices, Billboard, Book </li></ul></ul><ul><ul><li>Transmission paths : Internet network, Mobile network, Radio wave broadcasting, Satellite broadcasting... </li></ul></ul><ul><ul><li>Data Encoding : MPEG2, AVI, JPEG, PNG… </li></ul></ul><ul><ul><li>Data forms : Video, Audio, Text... </li></ul></ul><ul><ul><li>Programming formats : Live event, Movie, TV Series, TV Documentary, Webisode, Mobisode… </li></ul></ul><ul><ul><li>Contents: Information, storytelling and experience to provide </li></ul></ul>
  8. 8. Of Media & Men <ul><ul><li>Transmedia = Transmedia Storytelling </li></ul></ul><ul><ul><li>« A distributed narrative experience among a network of media within each media can be consumed in its own-autonomous way » </li></ul></ul><ul><ul><li>Storytelling => the « What » </li></ul></ul><ul><ul><li>Narrative Experience = Tell… </li></ul></ul><ul><ul><li>a fiction ; </li></ul></ul><ul><ul><li>news ; </li></ul></ul><ul><ul><li>a documentary ; </li></ul></ul><ul><ul><li>a brand ; </li></ul></ul><ul><ul><li>… </li></ul></ul>
  9. 9. Of Media & Men <ul><li>Our vision: 3 layers of a transmedia experience </li></ul><ul><ul><li>Storytelling : recounting a sequence of events </li></ul></ul><ul><ul><ul><li>Drama curve </li></ul></ul></ul><ul><ul><ul><li>Codex feed </li></ul></ul></ul><ul><ul><ul><li>Meta-narration (Intertextuallity, Peripheral storytelling, Ellipsis solving, Parallax storytelling, Diegetic extensions…) </li></ul></ul></ul><ul><ul><ul><li>… </li></ul></ul></ul><ul><ul><li>Engaging Mechanics : Combination of rules producing an engaging experience & encouraging media exploration (Hypertextality & Hypermedia  Gamification  Game) </li></ul></ul><ul><ul><ul><li>Actions, Collect & craft, hidden objects, Easter Eggs, Trivia… ; </li></ul></ul></ul><ul><ul><ul><li>Defining rules on narrative locks & narrative paths ; </li></ul></ul></ul><ul><ul><ul><li>Investigation & Association ; </li></ul></ul></ul><ul><ul><ul><li>Achievements, Rewards, Badges ; </li></ul></ul></ul><ul><ul><ul><li>Scores & Ranking ; </li></ul></ul></ul><ul><ul><ul><li>Class & Alignment ; </li></ul></ul></ul><ul><ul><ul><li>… </li></ul></ul></ul><ul><ul><li>Carrier : Deployment, Infrastructure & logistic instantiating the experience </li></ul></ul>
  10. 10. Of Media & Men <ul><li>Transmedia is Techno-Agnostic </li></ul><ul><ul><li>No direct relation between « Consuming Transmedia « and Technology </li></ul></ul><ul><li> Many franchises can be classified as Transmedia Experiences without involving any tech in is consuming way: </li></ul><ul><ul><li>Starwars ; </li></ul></ul><ul><ul><li>Matrix ; </li></ul></ul><ul><ul><li>Discworld ; </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>So how defining the relation between Transmedia & Technology? </li></ul>Novel x 39
  11. 11. Technology in Transmedia
  12. 12. Technology in Transmedia <ul><li>A Transmedia Experience is carried among: </li></ul><ul><ul><li>The containers qualifying the pool of contents of the storyworld </li></ul></ul><ul><ul><li>a network of media to discovery the experience ( rabbit hole ) + bounce from one media to others ( breadcrumb ) </li></ul></ul><ul><ul><li>3 link category: </li></ul></ul><ul><ul><ul><ul><li>Formal: Non ambiguous announcement or direct link to a third media </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Blur: Integrated clues showing the path to a third media (Follow the white rabbit) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Narrative lock: must be solved by condition combination, generally a proactive way (Sending an SMS, Dial call, Trivia, Games, Geocached distribution…) </li></ul></ul></ul></ul>+ Fun - Easy - Fun + Easy a web page as storytelling container from Heros Show 3 breadcrumbs from Heroes Show (Blur, Formal & Narrative Lock)
  13. 13. Technology in Transmedia <ul><ul><li>Transmedia = a new form of meta-media with a global storytelling footprint </li></ul></ul><ul><ul><li> A gas expanding its storyworld among available media links & media containers </li></ul></ul><ul><ul><li> Digital world is already a daily-used media actor to contain, distribute & link media  Natural expansion of Transmedia to Digital world </li></ul></ul>Hypermedia Content Agregation Media Ubiquity Rich Media MultiDevice Distribution Social Media comm channels Content Retail User Generated Content Media billing Content Access Rights Interactive Media VoD Interactive TV AppShop Video Digital Comics Content Streaming … Storyworld expansion
  14. 14. Technology in Transmedia <ul><li>Technology is more & more needed as experience carrier to instantiate content containers & content links </li></ul><ul><li>Transmedia coupled with Technology = a meta-media: </li></ul><ul><ul><li>that can remove media borderlines to enhance all storytelling forms ; </li></ul></ul><ul><ul><li>that can break physical world, screen & tech platform frontiers ; </li></ul></ul><ul><ul><li>in which « Content as a service » meets « Service as a Content » </li></ul></ul>
  15. 15. Content as a Service Service as a Content
  16. 16. Content as a Service, Service as a Content <ul><li>A Darwinist vision of Transmedia </li></ul><ul><ul><li>Mutation drives to key adaptation that enable to spread & settle the experience on new media environment </li></ul></ul><ul><ul><ul><li>Territories = Technical environment </li></ul></ul></ul><ul><ul><ul><li>Food = Audience + Revenue opportunities </li></ul></ul></ul><ul><li>Last key-evolution = Telcos+information tech companies, more than a pipe, a huge technology provider </li></ul><ul><ul><li>From: Passive publishing </li></ul></ul><ul><ul><li>Pipe for mass-media : Technologies are merely a medium to access to storytelling media (aggregation, distribution, billing…) </li></ul></ul><ul><ul><li>To: Interactive Entertainment </li></ul></ul><ul><ul><li>Historia Ex Machina : Technologies are fully integrated within the narrative experience (ARG, Interactive progression, audience implication, geocaching, resonant storytelling, …) </li></ul></ul>
  17. 17. Content as a Service, Service as a Content Franchise Productions Short-story Media Constellation Alternated Reality Publishing Personnalization Interactive services Community extensions Informative Participative Orchestration of Media PF & Comm service Informative Participative Use daily-used publishing asset to mimic reality Use snacking-media channels Major productions + Legacy of cross-media (including official website) Federate & value the community Tuning medias + individual story paths Call2Act & gain the right to access stories
  18. 18. Content as a Service, Service as a Content Telco & Internet API Storytelling Integration layer
  19. 19. Transmedia Stakes
  20. 20. Stakes to perform orchestration <ul><li>From a software vision to interactive writting </li></ul><ul><li>Unified Identity paradigm </li></ul>
  21. 21. From a software vision to interactive writing <ul><li>Interactive Transmedia = mechanical structure driving the storytelling progression; </li></ul><ul><ul><li>A media map set of interaction & combination of basic elements & actors </li></ul></ul><ul><ul><li>Some similarities with adventure games (=interactive drama) </li></ul></ul><ul><ul><ul><li>First Person Storytelling in a proactive journey </li></ul></ul></ul><ul><ul><ul><li>Quests & Missions  Objectives </li></ul></ul></ul><ul><ul><ul><li>Narrative locks </li></ul></ul></ul><ul><ul><ul><li>Scene graph  Media graph </li></ul></ul></ul><ul><ul><ul><li>Optional & Mandatory storytelling paths </li></ul></ul></ul><ul><ul><ul><li>Trigger/Events </li></ul></ul></ul><ul><ul><ul><li>Explore/Key/Door  Search/Clue/Media Access </li></ul></ul></ul><ul><ul><ul><li>Playfield  Physical environment + Digital environment </li></ul></ul></ul><ul><ul><ul><li>Storytelling Renderer: Virtual world  Daily-used Media storytelling </li></ul></ul></ul><ul><ul><ul><li>… </li></ul></ul></ul>
  22. 22. From a software vision to interactive writing Game Simulation Transmedia Orchestration State VUP State <ul><li>Storytelling feedbacks </li></ul><ul><li>message sent </li></ul><ul><li>storytelling media played </li></ul><ul><li>Access Granted </li></ul>Controller Input Simulation Rendering <ul><li>External Triggers </li></ul><ul><li>Sending SMS </li></ul><ul><li>Dial a call </li></ul><ul><li>geocached action </li></ul><ul><li>Access an URL </li></ul><ul><li>“ Like” a facebook page </li></ul><ul><li>Tweet a message </li></ul><ul><li>… </li></ul>Mechanics & Rules Mechanics & Rules
  23. 23. From a software vision to interactive writing <ul><li> Defining a grammar to declare the handler of the experience & how they interact ; </li></ul><ul><ul><li>Tokens : Any element in the experience that is manipulated </li></ul></ul><ul><ul><ul><li>i.e.: «SMS Messaging», « E-Mail Messaging», Website functions, Character Facebook wall… </li></ul></ul></ul><ul><ul><li>Verbs : Discreet actions that can be performed on other tokens </li></ul></ul><ul><ul><ul><li>« <SMS Messaging#06xxyyzzww> sends <Text#‘1’> to <SMS-C#JurgenOts>» </li></ul></ul></ul><ul><ul><ul><li>«<SMS Messaging#06xxyyzzww> bills <storytelling media#JurgenIsAlive> with <SMS-Center>» </li></ul></ul></ul><ul><ul><ul><li>«<SMS Center#JurgenOts> sends <storytelling media#JurgenIsAlive> to < SMS Messaging#06xxyyzzww>» </li></ul></ul></ul><ul><ul><ul><li><VoiceMail PF> play media <storytelling media#JurgenBriefing1> to <Phone number#06xxyyzzww> ; </li></ul></ul></ul><ul><ul><li>Rules : The basic rules of interaction between tokens & verbs </li></ul></ul><ul><ul><ul><li>On Event (SMS Messaging#VUP to SMS-C#JurgenOts is 1) </li></ul></ul></ul><ul><ul><ul><li>Trigger (<Mail-PF;JurgenOts> sends <storytelling media#JurgenClues> to <E-Mail Messaging#VUP> ) </li></ul></ul></ul>
  24. 24. From a software vision to interactive writing <ul><ul><li>Authoring transmedia </li></ul></ul><ul><ul><li>From a grammar, Authoring t ools would emerge </li></ul></ul><ul><ul><li>&quot;Man is a tool-using animal... Without tools he is nothing, with tools he is all.&quot; - Thomas Carlyle </li></ul></ul><ul><ul><li>Designing a Content is not designing a PF or a software  Abstracting technologies under an engine + Authoring layer </li></ul></ul><ul><ul><li>Story composition over technology integration : Story architect Independency (easy scripting, WYSIWYG tools, …)  Stories made by storyteller = better prods </li></ul></ul><ul><ul><li>Presetting Pervasiveness & tech interoperability : Easier technical assets linkage as integrated in an engine; </li></ul></ul><ul><ul><li>Cost Management & fast productions : engine mutualisation architecture (Coded once, writing for many experiences) + capitalizing on tool experience; </li></ul></ul>Techno Content Telco & Internet API Transmedia Orchestration (The Grammar) Authorware Transmedia (The Words) Storytelling
  25. 25. From a software vision to interactive writing <ul><li>Great! We can build an orchestrated transmedia and engagent experience with pervasive continuity among media channels & technologies… </li></ul>Ok! I will send evidences by E-Mail before tomorrow! Octopussy is on influence at Rio! Go to to access our confidential investigation files about this agent (code: 041KEJ1). Go to to have your mission briefing! Agent Q’’ has extra-information Call Q’’ at 36807 Agent KL007, Don’t believe Octopussy! She is a double agent! Would you like to know more? Yes
  26. 26. Unified identity paradigm <ul><li>The Ideal Digital Identy in an interoperable network… </li></ul><ul><ul><li>Human beings evoluting in a integrated tech environment </li></ul></ul><ul><ul><li>1 Natural Person = 1 unified cyber-identity for all device & service frames </li></ul></ul>Internet PF & Services
  27. 27. Unified identity paradigm <ul><li>But Network Identity is related to the context: </li></ul><ul><ul><li>credential logins (Web Page login, Service account, Forum login, …) </li></ul></ul><ul><ul><li>Identity Providers (Orange Authentication API, FB Connect, Open ID, IDaaS…) </li></ul></ul><ul><ul><li>Device & PF contacts (Mobile Num (MSISDN Sim), Fixed Phone, E-Mail, STB ID, …) </li></ul></ul><ul><ul><li>Device usage (STB = family, Mobile = personal) </li></ul></ul><ul><ul><li>Company ID for a line-up of services (Google, ITunes…) </li></ul></ul><ul><li> This non-interoperable state results in a set of scattered services </li></ul>Internet PF & Services
  28. 28. Unified identity paradigm <ul><li>Stake: Unified Identity, useful on many way: </li></ul><ul><ul><li>Multi-device Authenticated features & services ; </li></ul></ul><ul><ul><li>Thin Cross-channel Statistic & Better audience knowledge ; </li></ul></ul><ul><ul><li>Individual Immersion by being able to switch channel-to-channel as in daily life ; </li></ul></ul><ul><ul><li>The write message in the right channel to reach the best way audience ; </li></ul></ul><ul><ul><li>Transversal Community features ; </li></ul></ul>
  29. 29. Unified identity paradigm <ul><li>Method 1: No orchestration </li></ul><ul><li>Interactivity = surface interaction without identity involvement </li></ul>That, Lebron, is how you shoot a free throw. Hey, Barney Stinson speaking. A recording? No, this is really me! Anyway, glad you called 'cause you sound really special. Let's get to know each other. What are your hobbies? Oh my god, I like that too! Wow, I'm really feeling a connection here. You know, I never do this but what the heck. Let's meet up at MacLaren's Bar at oh, say, 3:45 a.m. on Monday, Oct. 12, 2016. I can't wait to meet you. I love you. Superbowl Commercial = Short story as episode plot + AR ¨Publishing TV Episode (s05e15: Rabbit or Duck) = Franchise Production Super bowl & Barney Phone is used as a plot Barney is flooded by phone call & each time Barney is about to bed a hotter woman, another woman calls the phone. Stand-alone interaction Voice Mail PF = AR ¨Publishing
  30. 30. Unified identity paradigm <ul><li>Method 2: Orchestration per identity </li></ul><ul><li>Interactivity = Assuming channel are split </li></ul>SMS Channel E-Mail Channel FB Channel TV-VoD Channel Official website Channel Core Story
  31. 31. Unified identity paradigm <ul><li>Method 3: Formal Registration aggregating all identities to enable Orchestration </li></ul><ul><li>Orchestration of channels enabled but registration process = </li></ul><ul><li>- a single registration point but maybe many entry point. </li></ul><ul><li>- a barrier for audience ; </li></ul><ul><li>- Formal <> Immersive. </li></ul>
  32. 32. <ul><li>Method 4: Progressive registration </li></ul><ul><li>Using audience migration to build an on-fly identity </li></ul><ul><ul><ul><ul><li>Spectating VUP (Viewer/User/Player) </li></ul></ul></ul></ul><ul><ul><ul><li>Passive, satisfied by the core content </li></ul></ul></ul><ul><ul><ul><ul><li>Curious VUP </li></ul></ul></ul></ul><ul><ul><ul><li>An audience interested in knowing more </li></ul></ul></ul><ul><ul><ul><ul><li>Interacting VUP </li></ul></ul></ul></ul><ul><ul><ul><li>Need interaction with the experience </li></ul></ul></ul><ul><ul><ul><ul><li>Acting VUP </li></ul></ul></ul></ul><ul><ul><ul><li>Need to act & be inside the story </li></ul></ul></ul><ul><ul><ul><ul><li>Participative VUP </li></ul></ul></ul></ul><ul><ul><ul><li>Action as an incidence on productions </li></ul></ul></ul><ul><li>+ emotional link </li></ul><ul><li>+ immersion </li></ul><ul><li>Fan </li></ul><ul><li>Ready to give </li></ul><ul><li>personal data for a deeper experience </li></ul><ul><li>- emotional link </li></ul><ul><li>immersion </li></ul><ul><li>Casual </li></ul><ul><li>Not ready to give </li></ul><ul><li>personal data </li></ul>Unified identity paradigm Progressive Identity aggregation phasis
  33. 33. Unified identity paradigm Internet PF & Services <ul><li>Building On-fly identity gluing Platform & Services profiles </li></ul><ul><li>enhancing service interactions is now possible </li></ul><ul><li>but some constraints: need a smart strategy + can mix profiles + hard to update </li></ul>
  34. 34. Unified identity paradigm <ul><ul><ul><li>A future candidate as method 5: Surf on Ubicomp trend (Ubiquitous computing) </li></ul></ul></ul><ul><ul><ul><ul><li>Mobile = the everyday nomad identity </li></ul></ul></ul></ul><ul><ul><ul><ul><li> NFC+SIM use cases (Near Field Communication) = </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Mobile as a Interoperable and standardize ID Card for service providers </li></ul></ul></ul></ul><ul><ul><ul><li>3 global use cases: </li></ul></ul></ul><ul><ul><ul><ul><li>Card mode: Electronic Identity providers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Reader mode: Distribution from passive objects </li></ul></ul></ul></ul><ul><ul><ul><ul><li>P2P mode: Exchange data & interact with third smart-objects </li></ul></ul></ul></ul><ul><ul><ul><ul><li>For many services: Authentication key, Billing, Tickets & Tokens wallet, ubi-history, geocaching distribution , geocaching by tag, Proximity trade, TV2Mobile Interactivity, Computer2Mobile Interactivity, Everyday object scans… </li></ul></ul></ul></ul><ul><ul><li>GSMA NFC Initiative = 40 telcos (including Orange) representing 40% of the global market </li></ul></ul><ul><ul><li>More & more NFC-enabled handsets: </li></ul></ul><ul><ul><li>2011 France previsions = 1M NFC-ready mobiles </li></ul></ul><ul><ul><li>2015 France previsions = 45% of sold devices would be NFC-enabled </li></ul></ul>
  35. 35. Conclusion <ul><li>Transmedia has existed, is existing but still in mutation </li></ul><ul><ul><li>Pure Publishing </li></ul></ul><ul><ul><ul><li>Interactive entertainment </li></ul></ul></ul><ul><ul><ul><ul><li>Interactive & Ubiquitous entertainment </li></ul></ul></ul></ul><ul><li>Telco would be more & more involved as the story will embed more & more technologies </li></ul><ul><li>Close-Working telco/content providers to mature transmedia industry: </li></ul><ul><ul><li>Getting easier & cheaper deployment of experiences inside the network ; </li></ul></ul><ul><ul><li>Standard/Normalization of API, Framework, Engines (driving to Authorware), Unified Identity ; </li></ul></ul><ul><ul><ul><li>Scouting New Tech opportunities together: </li></ul></ul></ul><ul><ul><ul><ul><li>Prospective: « What content writer need » meets « what telco can offer » </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Anticipation & Innovation: « What we can do » meets « what Content writers will use» </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Futurology : « What Content writers would like » meets « What we will do » </li></ul></ul></ul></ul>
  36. 36. Orange Labs – Activités Recherche Jeux 2010 Merci
  37. 37. Questions?