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It’s no longer the same business
Contemporary media trends and strategic decision making
Robert G. Picard
Reuters Institut...
Screens are now the primary technologies
for media content and communication
Copyright © 2015 Robert G. Picard
All rights ...
Mobile is now the dominant means for
interpersonal and media communication
Copyright © 2015 Robert G. Picard
All rights re...
Social networking is changing some media
activities into interpersonal communication
Copyright © 2015 Robert G. Picard
All...
Media consumption and use has
become more individualized and active
Copyright © 2015 Robert G. Picard
All rights reserved.
Established media platforms are being
supplanted by Internet-based connections
Copyright © 2015 Robert G. Picard
All right...
Supply of media content far exceeds ability
of the public to consume what is offered
Copyright © 2015 Robert G. Picard
All...
Ability of firms to profitably connect
audiences with content is diminishing
Copyright © 2015 Robert G. Picard
All rights ...
News organizations
headed for stormy
digital times
digital news
consumption is up, but
PAID consumption is
slowing in most...
Media firms are struggling to find strategies
for operating in VUCA environments
• volatileV
• uncertainU
• complexC
• amb...
Characteristics of VUCA environments
Indistinct industry boundaries
• Unclear who the competitors are
• Overlapping produc...
Traditional strategy methods are less useful today
The market maze changes constantly and rapidly
Copyright © 2015 Robert ...
Continual innovation, learning, and
adaptation
How does a media company get to a
sustainable competitive position?
Copyrig...
The value creation perspective of media
firms has to change to be successful
Traditional media product and
advertising act...
Stabilizing consumption and revenues
are the primary strategic objectives
Strategic tipping points for print media
enterprises in the digital era
1
Copyright © 2015 Robert G. Picard
All rights res...
Strategic tipping points in the digital era for
broadcast/cable media enterprises
1
already the case
for cable
channels
so...
robert.picard@robertpicard.net
themediabusiness.blogspot.com
picard_robert
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  1. 1. It’s no longer the same business Contemporary media trends and strategic decision making Robert G. Picard Reuters Institute, University of Oxford
  2. 2. Screens are now the primary technologies for media content and communication Copyright © 2015 Robert G. Picard All rights reserved.
  3. 3. Mobile is now the dominant means for interpersonal and media communication Copyright © 2015 Robert G. Picard All rights reserved.
  4. 4. Social networking is changing some media activities into interpersonal communication Copyright © 2015 Robert G. Picard All rights reserved.
  5. 5. Media consumption and use has become more individualized and active Copyright © 2015 Robert G. Picard All rights reserved.
  6. 6. Established media platforms are being supplanted by Internet-based connections Copyright © 2015 Robert G. Picard All rights reserved.
  7. 7. Supply of media content far exceeds ability of the public to consume what is offered Copyright © 2015 Robert G. Picard All rights reserved.
  8. 8. Ability of firms to profitably connect audiences with content is diminishing Copyright © 2015 Robert G. Picard All rights reserved.
  9. 9. News organizations headed for stormy digital times digital news consumption is up, but PAID consumption is slowing in most countries 70-80% of people never intend to pay for news paid revenue is primarily growing through increased product offerings to existing customers digital/mobile advertising is growing, but news organizations are not benefiting much
  10. 10. Media firms are struggling to find strategies for operating in VUCA environments • volatileV • uncertainU • complexC • ambiguousA Copyright © 2015 Robert G. Picard All rights reserved.
  11. 11. Characteristics of VUCA environments Indistinct industry boundaries • Unclear who the competitors are • Overlapping products/services • Challenges in defining the industry Corporate structures in flux • Organizational boundaries changing • New work arrangements increasing flexibility • Increasing cooperation with competitors, suppliers, and distributors Rapid changes in sources of competitive advantage • Evolving technologies • Shift to service orientation; assets becoming liabilities • Much imitation and adaptation by competitors Copyright © 2015 Robert G. Picard All rights reserved.
  12. 12. Traditional strategy methods are less useful today The market maze changes constantly and rapidly Copyright © 2015 Robert G. Picard All rights reserved. You can’t plan your route, only how you will try to find it
  13. 13. Continual innovation, learning, and adaptation How does a media company get to a sustainable competitive position? Copyright © 2015 Robert G. Picard All rights reserved.
  14. 14. The value creation perspective of media firms has to change to be successful Traditional media product and advertising activities • Goods logic • Company-centric approach • Sell products and audiences • Sales- and exposure-based performance Business-to-consumer and business- to-business media activities • Service logic • Customer-centric approach • Co-production of service • Sales, customer interaction orientation Copyright © 2015 Robert G. Picard All rights reserved.
  15. 15. Stabilizing consumption and revenues are the primary strategic objectives
  16. 16. Strategic tipping points for print media enterprises in the digital era 1 Copyright © 2015 Robert G. Picard All rights reserved. already the case for many news orgs some magazines and papers nearing a few magazines have reached this poiht already the case for some papers and magazines
  17. 17. Strategic tipping points in the digital era for broadcast/cable media enterprises 1 already the case for cable channels some networks are close to this Copyright © 2015 Robert G. Picard All rights reserved.
  18. 18. robert.picard@robertpicard.net themediabusiness.blogspot.com picard_robert

ISOJ 2015

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