New Media Value Chain


Utrecht, September 25th, 2008
Netherlands Film Festival
mediapeers in brief

Founded             April 2007

Headquarters        Berlin (Germany)

Staff               21

Sales r...
What happen thus far?




                        3
three waves of video services (r)evolution




Trend           Digitalization of       Video goes              Video goes ...
audiovisual content market with increasing complexity

          Content supplier         Usage rights           Content b...
Exploding number of professional buyers of audiovisual
content
ISP/Telco


Multisystem
Operator/Cable

Mobile Network
Oper...
let's look at a big guy – what Warner Brothers is up to …




                                                            7
look whom they partnering with in the US …




                                             8
… all the good old cable guys, including Comcast




                                                   9
… online retailers like amazon




                                 10
… the cool device people from Cupertino – apple of course




                                                            ...
… also the not so cool console guys from Microsoft




                                                     12
… the self declared "novelle cinéma" like cinema now




                                                       13
… the web 2.0 folks like vudu




                                14
… and even the (formerly) pirates darling BitTorrent




                                                       15
Why should I care?




                     16
well, it ain't in the numbers yet – even in the US
Percent of spend on movies and video of US consumers (13+)



         ...
or may be payment at the cashier was just forgotten?
Comparison of legal versus illegal downloads in the US, estimates for...
despite lots of hopeful cashiers (VoD platforms)
YE 2007




Source: NPA, February 19, 2008
                              ...
changes in industry structure become evident

Traditional                            Emerging




                    Audi...
Does it matter to me?




                        21
low overall market transparency




                                  22
unclear attractiveness of distribution partners




                                                  23
need to manage high complexity




                                 24
revenue / transaction cost imbalance




                                       25
What does change?




                    26
new players along
 the value chain




                    27
metamorphosis of the value chain                                           Traditional Player
                            ...
new competitive dynamic




                          29
three industries competing for share of wallet,
leisure time and ad spend




                    TV/Film              Gam...
converging or cooperating industries?

                            Integrate production?




                             ...
new entertainment products




                             32
what can each industry bring to the party?




                  Assets                   Animation
                   Br...
kids entertainment from telco with movies and games



                                            Kid Studio by Orange

 ...
new distribution paradigm




                            35
from a few exclusive distribution channels to ubiquity




         Prada                                   Coke
         ...
more non-distribution
      revenues




                        37
from brand positioning to merchandizing




                                          38
What can you do?




                   39
simplified business system toolbox for digital media


                      Paid content          Advertising
Revenue sou...
apple: from humble iPod beginnings …


                      Paid content          Advertising
Revenue sources            ...
… to media powerhouse?


                      Paid content          Advertising
Revenue sources                          ...
let's look at a few examples


                      Paid content          Advertising
Revenue sources                    ...
(S)VoD


                      Paid content          Advertising
Revenue sources                                          ...
advertizing


                      Paid content          Advertising
Revenue sources                                     ...
Thank you
for your attention!
           mediapeers GmbH

           Am Festungsgraben 1
           D-10117 Berlin

      ...
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Mediapeers presentation -_080925_-_nff

  1. 1. New Media Value Chain Utrecht, September 25th, 2008 Netherlands Film Festival
  2. 2. mediapeers in brief Founded April 2007 Headquarters Berlin (Germany) Staff 21 Sales reps Madrid (Spain), Moscow (Russia), Paris (France) Activity mediapeers runs an international B2B marketplace for audiovisual content. Process support ranges from Marketing, Sales, Distribution to Billing. It provides content owners with a simple and efficient way to distribute their content worldwide to channels, cablecos/MSOs, telcos/ISPs, mobile operators, publishers, agencies etc. Value proposition Buyer: One-stop-shop solution to reduce lead times & transaction cost Seller: Low cost channel to debottleneck license distribution Business model 15% commission on license fees Awards – Red Herring Top 100 Tech companies Europe 2008 – Top 25 Web companies in Germany – Wirtschaftswoche 2
  3. 3. What happen thus far? 3
  4. 4. three waves of video services (r)evolution Trend Digitalization of Video goes Video goes mobile homes broadband Key impact  Multi-channel  UGC  New usage occasion  Ad skipping (PVR)  Bridging devices  New formats  On demand  (S)VoD for the mass  Personalization Video type Mostly linear channel IPTV Mix Video device TV PC Mobile phone Business CPM, subscription CPM, CPC, subscrip- Subscription, tariff model tion & PPV “1st screen” “2nd screen” “3rd screen” 4
  5. 5. audiovisual content market with increasing complexity Content supplier Usage rights Content buyer Tradi-  Film studios  Theatrical  Theatrical distributors tional  Independent producer  DVD  DVD distributors (<2005)  TV broadcaster  Pay-TV  Pay-TV platforms  Free TV  TV Broadcasters Emerging  Film studios  Theatrical  Theatrical distributors (≥2005)  Independent producer  DVD/Blu-ray/HD-DVD  DVD distributors  TV broadcaster  D2O/EST  Pay-TV platforms  TV production houses  VoD/PPU  TV Broadcasters  Content aggregators  SVoD  Fixnet Ops  Archives  Pay-TV  ISPs  OEMs  Mobile/Podcast  Web/Mobile Portals  …  Free TV  MNOs/MVNOs  IPTV/WebTV  Publishers  …  … 5
  6. 6. Exploding number of professional buyers of audiovisual content ISP/Telco Multisystem Operator/Cable Mobile Network Operator Device-based Services Video on Demand (OTT) IPTV Publishing Houses Special Interests Services TV Channels 6
  7. 7. let's look at a big guy – what Warner Brothers is up to … 7
  8. 8. look whom they partnering with in the US … 8
  9. 9. … all the good old cable guys, including Comcast 9
  10. 10. … online retailers like amazon 10
  11. 11. … the cool device people from Cupertino – apple of course 11
  12. 12. … also the not so cool console guys from Microsoft 12
  13. 13. … the self declared "novelle cinéma" like cinema now 13
  14. 14. … the web 2.0 folks like vudu 14
  15. 15. … and even the (formerly) pirates darling BitTorrent 15
  16. 16. Why should I care? 16
  17. 17. well, it ain't in the numbers yet – even in the US Percent of spend on movies and video of US consumers (13+) Internet 1% Cinema 18% DVD rental DVD sales 29% 52% Source: NPD Group, September 16, 2008 17
  18. 18. or may be payment at the cashier was just forgotten? Comparison of legal versus illegal downloads in the US, estimates for 2007 Movie Music Source: MPAA, IFPI 18
  19. 19. despite lots of hopeful cashiers (VoD platforms) YE 2007 Source: NPA, February 19, 2008 19
  20. 20. changes in industry structure become evident Traditional Emerging Audience Adver- tising Content Audience Content Advertising AV industry   Branded content   User generated content   Targeted advertising   … 20
  21. 21. Does it matter to me? 21
  22. 22. low overall market transparency 22
  23. 23. unclear attractiveness of distribution partners 23
  24. 24. need to manage high complexity 24
  25. 25. revenue / transaction cost imbalance 25
  26. 26. What does change? 26
  27. 27. new players along the value chain 27
  28. 28. metamorphosis of the value chain Traditional Player New Player Audience Traditional Access/ Production Packaging Ad inventory Distribution Consumption Device Emerging Access/ Production Repurposing Aggregation Distribution Ad Inventory Consumption Device 28
  29. 29. new competitive dynamic 29
  30. 30. three industries competing for share of wallet, leisure time and ad spend TV/Film Games Access Music 30
  31. 31. converging or cooperating industries? Integrate production? Tomb Raider LOTR TV/Film Games South Park Maya Matrix/8110 The Sims Sky Mobile Need for Speed Interact with Access MMORPG’s the hero? as an MVNO? 31
  32. 32. new entertainment products 32
  33. 33. what can each industry bring to the party? Assets Animation  Brands  Sticky  Stories  Engaging Action  Pay  Interact 33
  34. 34. kids entertainment from telco with movies and games Kid Studio by Orange  Videos  Games  Limited offer for free  Premium offer for monthly subscription fee of 5€ or 7€ 34
  35. 35. new distribution paradigm 35
  36. 36. from a few exclusive distribution channels to ubiquity Prada Coke 36
  37. 37. more non-distribution revenues 37
  38. 38. from brand positioning to merchandizing 38
  39. 39. What can you do? 39
  40. 40. simplified business system toolbox for digital media Paid content Advertising Revenue sources Transaction Traffic One Sub. PPU CPM CPC CPO time Music Video Games Search Content/services Hit Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical Other mobile Devices PC TV/ Console Mobile phone devices Fixed broadband Wireless broadband Cellular Broadcasting Distribution 802. 802. DSL CAT FTTx WiB 2.5G 3G IP CAT SAT DTT 11 16 40
  41. 41. apple: from humble iPod beginnings … Paid content Advertising Revenue sources Transaction Traffic One Sub. PPU CPM CPC CPO time Music Video Games Search Content/services Hit Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical Other mobile Devices PC TV/ Console Mobile phone devices Fixed broadband Wireless broadband Cellular Broadcasting Distribution 802. 802. DSL CAT FTTx WiB 2.5G 3G IP CAT SAT DTT 11 16 41
  42. 42. … to media powerhouse? Paid content Advertising Revenue sources Transaction Traffic One Sub. PPU CPM CPC CPO time Music Video Games Search Content/services Hit Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical Other mobile Devices PC TV/ Console Mobile phone devices Fixed broadband Wireless broadband Cellular Broadcasting Distribution 802. 802. DSL CAT FTTx WiB 2.5G 3G IP CAT SAT DTT 11 16 42
  43. 43. let's look at a few examples Paid content Advertising Revenue sources Transaction Traffic One Sub. PPU CPM CPC CPO time Music Video Games Search Content/services Hit Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical Other mobile Devices PC TV/ Console Mobile phone devices Fixed broadband Wireless broadband Cellular Broadcasting Distribution 802. 802. DSL CAT FTTx WiB 2.5G 3G IP CAT SAT DTT 11 16 43
  44. 44. (S)VoD Paid content Advertising Revenue sources Transaction Traffic One Sub. PPU CPM CPC CPO time Music Video Games Search Content/services Hit Typical two way deal Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical Effective net revenue share: Other mobile Devices 30% – 50% (90%) PC TV/ Console Mobile phone devices Fixed broadband Wireless broadband Cellular Broadcasting Distribution 802. 802. DSL CAT FTTx WiB 2.5G 3G IP CAT SAT DTT 11 16 44
  45. 45. advertizing Paid content Advertising Revenue sources Transaction Traffic One Sub. PPU CPM CPC CPO time Music Video Games Search Content/services Hit Some three way deals Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical Effective net revenue share: Other mobile Devices 25.5% – 45% PC TV/ Console Mobile phone devices Fixed broadband Wireless broadband Cellular Broadcasting Distribution 802. 802. DSL CAT FTTx WiB 2.5G 3G IP CAT SAT DTT 11 16 45
  46. 46. Thank you for your attention! mediapeers GmbH Am Festungsgraben 1 D-10117 Berlin url www.mediapeers.com email info@mediapeers.com phone +49-30-814560-70 fax +49-30-814560-99 46

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