The Experience Economy Game and DRM Don’t be Vertically Challenged!

1. The Experience Economy Game and DRM
Don’t be Vertically Challenged!
The Future of Content Marketing
Wednesday, November 12, 2014
Nolan Heimann LLP and Building 8

2. Once upon a time, there was a red-headed stepchild…

3. The Experience Economy
Make Goods
Extract
Commodities
Deliver
Services
Stage
Experiences
Differentiated
Competitive
Position
Undifferentiated
Market Pricing Premium

4. The Millennial-led Experience Economy
 Meaningful experiences versus acquiring stuff
 Not a rebellion against consumerism
 Redefinition of what is valuable and worth paying for
 New economy not driven by “what I have” but by search
for “who I am”

5. Storytelling in the Millennial-led Experience
Economy
 A.K.A. making your company, entertainment, product,
service and content relevant and valuable
 Consumer is no longer a consumer; they are an audience
 Your audience does not want just to consume and acquire;
they want to adopt and experience
 Products must be part of a true narrative experience

6. Technology and our “phygital” world
 This year Accenture declared “Every business is a digital business”
 Technological advancement increasingly is enabling blurring of
digital and physical
 Explosion of connected devices
 Increased bandwidth
 Advance robotics and 3D printing and prototyping
 Rising real time analytics

7. Your Omni-Channel Approach…
DON’T FORGET THE STEPCHILD!

11. Managing Digital Content: Rights Management
(AKA Don’t be Vertically Challenged!)
 Business model based on monetizing content must
realize that its core asset is right to access the content
 IP Management - think about entire life cycle:
Contracts
Rights
Permitted Uses
Royalties

12.  Best Practices:
 Reposition Rights Management as a Core System
 Reconstruct Rights Dimensions in a way that facilitates
distribution channels
 Reunite Rights Data
 Improving IP management will:
 Ensure compliance
 Reduce costs
 Increase rate of sale

13. Other Important Value of DRM to Your Business
 Speed content distribution and innovation
 Preserve digital assets for future use
 Facilitate development and production process
 Open new revenue streams/identify and leverage new
business models
 Enhanced licensing and merchandising opportunities
 New markets for existing digital assets
 Free up resources
 Lower development, distribution and management costs

14. BOTTOM LINE ON BOTTOM LINE
Your company can undertake more rapidly and strategically
(and legally) more immersive, cohesive, agile and
customizable brand and entertainment experiences, enabling
you to be a much more desirable brand, strategic partner and
licensor, thereby more robustly monetizing your assets

15. And in the end, the red-headed stepchild grew into a
princess knight, beckoning to all who would listen…
“Think Big, Be Brave and Get Ready!”