Atos organiza el Workshop ‘Reinventando los Medios de Comunicación’ que tuvo lugar el 26 de enero de 2012. Contamos con la participación de D. Santiago Miralles, Director General Inout TV, Digital Entertainment que nos aportó su visión del panorama actual del sector de los medios de comunicación y comentamos juntos cómo desde Atos impulsamos y respaldamos la transformación de este sector. Estamos ante una nueva era de los medios de comunicación que conlleva nuevas formas de comunicación personal, nuevos dispositivos y la expansión de la banda ancha. Los servicios de TI son un elemento estratégico para el crecimiento y transformación de las organizaciones, y los convierte en factor de éxito y supervivencia de la empresa. Atos Origin y Siemens IT Solutions & Services se han unido para formar Atos. Con presencia en más de 42 países y una plantilla de 74.000 tecnólogos de negocio, ofrecemos a nuestros clientes un profundo conocimiento del mercado, una presencia aún más global y un impresionante portfolio de servicios. Entendemos los retos a los que se enfrenta su negocio y le ofrecemos soluciones de TI que satisfacen sus necesidades. Atos organized the Workshop "Reinventing the Media 'held on January 26, 2012. We have the participation of D. Santiago Miralles, Director General Inout TV, Digital Entertainment gave us his view of current industry landscape of the media and discuss together how we promote and endorse Atos from the transformation of this sector. We are facing a new era of media has led to new forms of personal communication, new devices and the expansion of broadband. IT services are a strategic element for growth and transformation of organizations, and converts them into strength and survival of the company. Atos Origin and Siemens IT Solutions & Services have joined to form Atos. With presence in over 42 countries and a workforce of 74,000 business technologists, we offer our clients a deep knowledge of the market, an even more comprehensive and impressive portfolio of services. We understand the challenges facing your business and offer solutions that meet their needs.

1. Reinventado los Medios de Comunicación
Madrid, 26 de enero de 2012

2. New Media,
cambiando las reglas
del juego
Reinventando los Medios de Comunicación
Madrid, 26 enero 2012
Miguel Ángel Morcuende
Global Business Development Director, New Media
07/02/2012
“Now we are poor income, information rich and millionaires in expectations”
“Ahora somos pobres en ingresos, ricos en información y millonarios en expectativas”
David Konzevik. Economista y Doctor en Business Administration

3. 2/7/2012
Agenda
Subject
▶ New Atos in Media
▶ The Approach
▶ Think Expectation
▶ Opportunities and choices
▶ In action with New Media
▶ Credentials and Smart Player
▶ What next?
3

4. 2/7/2012
Time to reinvent
▶ Digitization
▶ Globalization
▶ Social media, push to pull
▶ Multi-media repurposing
▶ Partner transformation
4

5. 2/7/2012
New Atos in Media
▶ 25 years of insight
▶ 9,000 combined sector experts
▶ Global Centers of Excellence
▶ Next media practice
▶ First in IT outsourcing
▶ Over 50 media customers globally
▶ Cutting-edge facility design
5

6. 2/7/2012
Business technology for Media
Bridging the white space between commercial off-the-shelf software and dynamically
changing media processes
6

7. 2/7/2012
Agenda
Subject
▶ New Atos in Media
▶ The Approach
▶ Think Expectation
▶ Opportunities and choices
▶ In action with New Media
▶ Credentials and Smart Player
▶ What next?
7

8. 2/7/2012
Innovation all areas
▶ Solutions to change the
game and generate new
revenue streams
Disrupt/change the
▶ Services to evolve operations Improve/evolve
game
in a more cost-efficient
Broadcasting, publishing Media Facilities Creation
manner and enterprise answers
Enabling New Media Delivery
Technology Strategic Media Consulting Excellence
IT & Broadcast Hi-Tech Transactions
Infrastructure Management incl. payment
Foundation Applications Management
Technology and Operations Trusted cloud architectures
IT Transformation (incl. ERP
consolidation)
8

9. 2/7/2012
Crafted for every client
and every market
Public, health & transports
Energy & utilities
Manufacturing, retail & services
Financial services
Telco media & technology
Enterprise Broadcasters Publishers
Enable. B2B Cloud (New Media Delivery, B2B Smart Mobility)
Enable – Payment
Enable. Media Facilities Creation (Fixed Facilities & Temporary Event)
Enable. Strategic Media Consulting
Enable. Customer Excellence
Enable. New Media Enable. Payment
Delivery Excellence
Business-Enabling – The Atos ‘enable’ service suite
Professionalize - Security
Professionalize. Security
Professionalize. Professionalize. Professionalize. ERP Management
IT & Broadcast Application Professionalize
Professionalize. TestProfessionalize.
Infrastructure Management ERP Run ERP Consolidation
Management & Operations
Foundation Technology – The Atos ‘professionalize’ service suite
Improve / Evolve Disrupt/ Change the Game
9

10. 2/7/2012
Complete expertise
B2B Cloud:
Lowering the
Enterprise Broadcasters Publishers
barrier of entry
Enable. B2B Cloud (New Media Delivery, B2B Smart Mobility)
Enable – Payment by providing a
Enable. Media Facilities Creation (Fixed Facilities & Temporary Event) flexible route to
Enable. Strategic Media Consulting market for
content
Enable. Customer Excellence
Enable. New Media Enable. Payment New Media
Delivery Excellence
Delivery
Business-Enabling – The Atos ‘enable’ service suite
Excellence:
Professionalize - Security
Professionalize. Security Generate
revenue and
Professionalize. Professionalize. Professionalize. ERP Management
growth through
IT & Broadcast Application Professionalize
Infrastructure Management Professionalize. Test
Professionalize. a richer
ERP Run ERP Consolidation
Management & Operations customer
Foundation Technology – The Atos ‘professionalize’ service suite
experience
Improve / Evolve Disrupt/ Change the Game
10

11. 2/7/2012
Agenda
Subject
▶ New Atos in Media
▶ The Approach
▶ Think Expectation
▶ Opportunities and choices
▶ In action with New Media
▶ Credentials and Smart Player
▶ What next?
11

12. 2/7/2012
New media has escaped the desktop
(and escaped entertainment)
▶ By 2014, 90% of all data traffic will be
video
▶ The “click” becomes the proof of
experience
▶ We are in the “Participation Era”
12

13. 2/7/2012
Think expectation…
Consumers lead – enterprises follow
▶ Atos Day One: Siemens and Atos origin
▶ Video as core of communications (internal and external)
13

14. 2/7/2012
Think expectation…
Atos DAY ONE
▶ On-demand
▶ Interactive
▶ Individual
▶ Personalized
▶ Mobile
▶ Media-rich
▶ Any device
Chris Anderson:
(…) what Gutenberg did for writing,
online video can do for face-to-face communication (…)
14

15. 2/7/2012
Agenda
Subject
▶ New Atos in Media
▶ The Approach
▶ Think Expectation
▶ Opportunities and choices
▶ In action with New Media
▶ Credentials and Smart Player
▶ What next?
15

16. 2/7/2012
Opportunities and choices
(What you do will depend on who you are)
▶ Consumer and enterprise customers
expect a richer experience
▶ As a service provider, how do you
turn this expectation into:
– New business?
– Sustainable profit?
– Reduced churn?
▶ How can you manage the content
explosion* efficiently, creatively and
profitably?
*Between 2000 BC and 2000 AD – the human
race produced 5 exabytes total data – we now do
that every two days
16

17. 2/7/2012
The key?
Unlocking real new media value
▶ Real-time, industrialized meta-data management Consumers
▶ Instant and actionable intelligence
▶ Massive automation
▶ Unprecedented agility Record: + 1000 M
messages in one day
3,1 B emails accounts
105 mails received/sent per user/day + 200 M users
+250 M tweets/day
3,5 B / day
(Google +2500 M /day) + 250M (devices)
+ 2,1 B users worldwide 60hrs/ 1´(4B videos viewed/day)
+ 800 M users (350 M from mobile devices) + 500K (Apps) / 18B downloads
100 M images interchanged inside
$597B transactions (2010) + 1,2 M (Technorati)
17

18. 2/7/2012
The key?
Unlocking real new media value (Video, Connectivity, Internet & Mobile)
18

19. 2/7/2012
Agenda
Subject
▶ New Atos in Media
▶ The Approach
▶ Think Expectation
▶ Opportunities and choices
▶ In action with New Media
▶ Credentials and Smart Player
▶ What next?
22

20. 2/7/2012
Three choices
extend or transform existing media management resources
1. New Media In Sports (NMIS)
Changing – the rules of the game
2. New Media Online Video (NMOV)
Rethinking – online video communications
1. New Media Archive On Demand (NMAO)
Turning Archives into assets - Profitability
23

21. 2/7/2012
New Media In Sports (NMIS)
Changing – the rules of the game
Current situation Our solution
Today's sports fans have an endless Atos provides end-to-end support backed by a full range of
thirst for media-rich content. support services including:
The global market for sports ▶ New media business consulting
entertainment is valued around €20
▶ Business intelligence services
billion, with three sectors in pole
position to take advantage: ▶ Infrastructure modeling
▶ Media companies that own sports
▶ Meta-data machining and manipulation
content
▶ Media companies that own ▶ Billing, CRM, digital rights management and Hi-Tech
networks Transactional Processing for payments and settlement.
▶ Sports associations / right holders
including betting companies,
leagues and event organizers.
Global Strategic Alliances
24

22. New Media In Sports (NMIS) 2/7/2012
´
Wowing today´s sports fans Smart replay – fans enjoy their
personal favorite moments
again and again – in slow-mo –
Choose your preferred Preference tags let from different camera angles.
experts and fans track individual
commentators. or team performance.
Access easily navigable,
context-sensitive sports
archive information.
User-driven
advertising and
sponsorship links.
Sports fans select from
multiple events and multiple
viewpoints – from any fixed
or mobile device. Fans hook up – the new media
sports experience is not solitary.
When you engage with Atos Origin for new media in sport
services,
services, you gain a platform for highly differentiated Personal set-up
for language,
positioning.
sports positioning. This will lead to increased revenue and colors, sounds
a heightened profile as a new media player.
player. and icons.
25

23. 2/7/2012
New Media In Sports (NMIS)
Changing – the rules of the game
MARKETING MATERIAL
Atos New Media information:
http://atos.net/en-us/industries/media/new_media/default.htm
Atos Media Brochure:
http://atos.net/NR/rdonlyres/6B8CBF72-2A98-43C1-927F-
018ACEEEEF2C/0/MediaBrochure.pdf
New Media in Sport video:
http://atos.net/en-us/industries/media/new_media/default.htm
You Tube (From Broadcast to New Media - Wowing today's sports fans profitably)
http://www.youtube.com/watch?v=PYSR3NJ3Auw&feature=player_embedded
New Media Position Paper:
http://atos.net/NR/rdonlyres/B52C86C9-DC0E-4A34-BD6E-
40BCE7C30179/0/PositionPaper_NewMedia_LowRes_.pdf
New Media IN Sports Position Paper:
http://atos.net/NR/rdonlyres/CC07E017-D39B-44C8-B579-
F7AE932F6476/0/SolutionPaper_NewMediaInSports_LowRes_.pdf
26

24. 2/7/2012
New Media Online Video (NMOV)
Rethinking – online video communications
Current situation Our solution
▶ Consultancy and strategic planning in line with core
As video gains increasing penetration
business objectives
in personal and corporate life, the
▶ Technical processes to embed online video into client’s
quality of the online video
business and operational systems
management platform becomes
▶ Business integration with sales, CRM, marketing,
critical for media companies and
analytical programs, payment and transaction systems
telecommunications operators who
▶ Technical integration within business workflows to
must be able to cater for every type
optimize the user experience
of usage in every combination.
▶ Context management to create new value
▶ Transaction processing services to monetize content
Global Strategic Alliances
27

25. 2/7/2012
New Media Online Video (NMOV)
Rethinking – online video communications
MARKETING MATERIAL
Atos New Media information:
http://atos.net/en-us/industries/media/new_media/default.htm
Atos Media Brochure:
http://atos.net/NR/rdonlyres/6B8CBF72-2A98-43C1-927F-
018ACEEEEF2C/0/MediaBrochure.pdf
New Media Online Video video:
http://atos.net/en-us/industries/media/online-video/default.htm
New Media Position Paper:
http://atos.net/NR/rdonlyres/B52C86C9-DC0E-4A34-BD6E-
40BCE7C30179/0/PositionPaper_NewMedia_LowRes_.pdf
New Media Online Video Position Paper:
http://atos.net/NR/rdonlyres/C1D1F29A-664B-401D-94A2-
6AE07C9026B0/0/NewMediaOnineVideo_Brochure_LowRes.pdf
28

26. 2/7/2012
New Media Archive OnDemand (NMAO)
Turning Archives into assets - Profitability
Current situation Our solution
▶ Fully managed service provides exceptional ergonomics
Because they own the networks and
for the user
customer base, media companies
▶ With with a secure, high-performance back-end
have a natural advantage in the new
▶ Video content management and distribution
media world.
▶ Technical integration within business workflows to
The big question today is not about optimize the user experience
how to handle rich media across the ▶ High-Tech Transactional Processing expertise
internet for consumer and enterprise ▶ AtosSphereTM cloud-based service models
clients – it's how to do so profitably.
As users access content from
multiple sources across multiple
channels, the ability to deliver
content and content/consumer-
specific advertising becomes critical
to the business model.
Global Strategic Alliances
29

27. 2/7/2012
New Media
Mature ecosystem – Partners and Alliances
▶ Atos established a strong ecosystem of sector-specific partners
New Media Digital Video Archive Digital Production
Library Production
Ingest & QC Broadcast Management
Play-out and Graphics
Transcode and Movement
Digital Delivery
30

28. 2/7/2012
Agenda
Subject
▶ New Atos in Media
▶ The Approach
▶ Think Expectation
▶ Opportunities and choices
▶ In action with New Media
▶ Credentials and Smart Player
▶ What next?
31

29. 2/7/2012
Our customers are the best
credentials
32

30. 2/7/2012
Credentials
New Media Online Video
Archive
JJ.OO
New Media Online Video
New Media In Sports
New Media Online Video
33

31. 2/7/2012
Credentials
New Media Archive On Demand
TV interactivity
New Media Delivery / CDN
NMOV / Web TV services
Fan Engagement Solution
34

32. 2/7/2012
Enterprise Customer Intelligence
Fan Engagement (Sport Client)
Ideation/ Co-creation Collaboration
Social CRM GUI Business Intelligence
(HTML5)
Big Data Warehouse
(Enterprise Connector
Fan Community
Company
Social Media
Analyze
Framework)
360
(Learn)
Relate
(Listen)
Respond (Act)
Online
Media
Digital Content Store
Phase 2: Online Media
MAM
Media
Broad
cast
Phase 3: Broadcast Media
Phase 1 Phase 2 Phase 3
35

33. 2/7/2012
SMART Player
36

34. 2/7/2012
Atos in action
SMART (Sport Media Application in Real Time) Player
37

35. 2/7/2012
Future
Source: http://www.youtube.com/watch?v=g7_mOdi3O5E
Source: http://www.youtube.com/watch?v=bBjvqnKQsTI&feature=related
38

36. 2/7/2012
Agenda
Subject
▶ New Atos in Media
▶ The Approach
▶ Think Expectation
▶ Opportunities and choices
▶ In action with New Media
▶ Smart Player
▶ What next?
39

37. 2/7/2012
Unique Media advantages
▶ Sourcing pioneers
▶ Two into one
▶ Best-fit solutions
▶ Complete solution scope
▶ Enabling transformation,
professionalizing operations
▶ New media innovation
40

38. 2/7/2012
Unique Media advantages
▶Broadcasting to multi-casting
▶Print to multi-media
▶Business technology
▶Global expansion
▶New media
▶Hi-Tech Transactional Services
41

39. 2/7/2012
´
What´s next?
Media Facilities
Creation:
Transform
Enterprise Broadcasters Publishers
your
Enable. B2B Cloud (New Media Delivery, B2B Smart Mobility)
Enable – Payment operational
Enable. Media Facilities Creation (Fixed Facilities & Temporary Event) footprint
Enable. Strategic Media Consulting
Enable. Customer Excellence
Strategic
Enable. Payment
Media
Enable. New Media
Delivery Excellence Consulting:
Business-Enabling – The Atos ‘enable’ service suite Discover and
develop the
Professionalize - Security
Professionalize. Security
best business
Professionalize. Professionalize. Professionalize. ERP Management and technical
IT & Broadcast Application Professionalize
Infrastructure Management Professionalize. Test
Professionalize. strategies
ERP Run ERP Consolidation
Management & Operations enabling
Foundation Technology – The Atos ‘professionalize’ service suite growth
Improve / Evolve Disrupt/ Change the Game
42

40. 2/7/2012
´
What´s next?
Enterprise Broadcasters Publishers
Enable. B2B Cloud (New Media Delivery, B2B Smart Mobility)
Enable – Payment
Enable. Media Facilities Creation (Fixed Facilities & Temporary Event)
Enable. Strategic Media Consulting Strategic
Enable. Customer Excellence Media
Enable. New Media Enable. Payment Consulting:
Delivery Excellence
Discover and
Business-Enabling – The Atos ‘enable’ service suite develop the
Professionalize - Security
Professionalize. Security
best business
and technical
Professionalize. Professionalize. Professionalize. ERP Management
IT & Broadcast Application Professionalize
strategies
Infrastructure Management Professionalize.
ERP Run
Test
Professionalize.
ERP Consolidation
enabling
Management & Operations
growth
Foundation Technology – The Atos ‘professionalize’ service suite
Improve / Evolve Disrupt/ Change the Game
43

41. dialogue
Miguel Ángel Morcuende
Global Business Development Director, New Media
+34 639 160 344 miguel.morcuende@atos.net
Beatriz Garcia
Marketing Manager
+34 912148769 beatriz.garcia@atos.net
07/02/2012

42. #mmcuende
Thank you
www.linkedin.com/in/morcuende
Atos, the Atos logo, Atos Consulting & Technology Services, Atos
Worldline, Atos Sphere, Atos Cloud, Atos Healthcare (in the UK) and
Your Conversations!
Atos Worldgrid are registered trademarks of Atos SA. September 2011
© 2011 Atos. Confidential information owned by Atos, to be used by
the recipient only. This document, or any part of it, may not be
reproduced, copied, circulated and/or distributed nor quoted without
prior written approval from Atos.
07/02/2012

43. Thank you
Atos, the Atos logo, Atos Consulting & Technology Services, Atos
Worldline, Atos Sphere, Atos Cloud, Atos Healthcare (in the UK) and
Atos Worldgrid are registered trademarks of Atos SA. September 2011
© 2011 Atos. Confidential information owned by Atos, to be used by
the recipient only. This document, or any part of it, may not be
reproduced, copied, circulated and/or distributed nor quoted without
prior written approval from Atos.
07/02/2012