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Mobilizing media industries 2012

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Mobilizing media industries 2012

  1. 1. What mediashould learn MOBILIZING from the mobile MEDIA ecosystem INDUSTRIES I International Conference Technological Innovation in a Mobile World Murcia, December, 7, 2012 Juan Miguel Aguado Facultad de Comunicación y Documentación jmaguado@um.es
  2. 2. The "Evolution of Mobile Media: background Content formats, Main Players, Business Models and Users Perception" 4 year research project Cualitative approach Exploring industry reports Expert pannels with productive players In depth interviews and focus groups with users and developers Content Analysis of reference apps Validation workshops Media industries driven approach consolidate viable hypothesisTO get a wide picture of the mobile ecosystems influence in the digital regarding the impact in media content landscape ecosystem transformations
  3. 3. Traditionalcultural industries The context A perfect storm Multidimensional crisis Digital ecosystem
  4. 4. The context A perfect stormMultidimensional crisis Revenue sources Advertising revenue sinks Digital advertising helps, but not enough (low CPM) Standard pay per access also drops as new (digital) access to content increases availability
  5. 5. The context TV Mobile Online 5000 4621 3698 3750 2500 2162 2162 1920 1171 1250 1012 907 806 358 392 80 55 160267 0 year 1 year 2 year 3 year 4 year 5
  6. 6. The context Ad revenue in the 5 first years TV Mobile Online5000 4621 369837502500 2162 2162 1920 11711250 1012 907 806 358 392 267 80 160 55 0 year 1 year 2 year 3 year 4 year 5 (Source: Business Insider Intelligence, 2012)
  7. 7. The context Shrinking audience Source: eMarketer, 2012
  8. 8. The context Shrinking ad share Source: eMarketer, 2012
  9. 9. The contextLack of reliable,homogeneus metricsThe paradox of digital /mobile advertising
  10. 10. The context
  11. 11. The context A perfect stormMultidimensional crisis Revenue sources
  12. 12. The context A perfect storm Multidimensional crisis Revenue sourcesAPPLICATION Distribution model STORES Platforms as the new intermediaries Application stores become a prevalent digital distribution channel
  13. 13. The context 75% of EU big 5 smartphone users used mobile media in 2012, up to 62% since last year Source: ComScore, 2012
  14. 14. The context Mobile App Store Downloads, Worldwide, 2010-2015 (millions of downloads) 2011 2012 2013 2014 2015 Free 22,044 40,599 73,280 119,842 188,942 Paid-for 2,893 5,018 8,142 11,853 16,430 Total 24,936 45,617 81,422 131,695 205,376 Free dwn % 88.4% 89.0% 90.0% 92.0% 93.0% Free Downloads Paid-for Downloads 225000 150000 75000Sources: Cheetan Sharma Consulting, 2010; Distimo, 2012, Gartner, 2012. 0 2011 2012 2013 2014 2015
  15. 15. The contextDaily average media Mobile Internet use byuse type 76 min/day 80 min/day WEB APPSSource: Inmobi, 2012. Source: The App Date, Spain, 2012.
  16. 16. The context AND EVEN MORE The new distribution model expands beyond mobile devices It becomes a trend in the digital world
  17. 17. The context AND EVEN MORE The new distribution model takes over the traditional direct relation between content brands and audiences De-intermediation / Re-intermediation USERS CONTENT CONTENT INTERMEDIARIES CREATORS
  18. 18. The context AND EVEN MORE The new distribution model takes over the traditional direct relation between content brands and audiences De-intermediation / Re-intermediation PLATFORMS CONTENT INTERMEDIARIES CONTENT CREATIVE USERS APP STORES CREATORS
  19. 19. The context A perfect storm Multidimensional crisis Revenue sourcesAPPLICATION Distribution model STORES
  20. 20. The context A perfect storm Multidimensional crisis Revenue sourcesAPPLICATION Distribution model STORES Management structures Rigid structures as barriers to innovation (Feijóo et alt, 2012) High production/distribution costs make difficult to adapt and to take risks (Ibid.) Management structures focused on distribution (Aguado, 2010)
  21. 21. The context A perfect stormMultidimensional crisis Revenue sources Distribution model Management structures Business model
  22. 22. The context Content-centric value chain Audience attention is the main asset The impact of Internet culture ADVERTISING AUDIENCEBRAND DISTRIBUTION CONTENT CHANNEL TRADITIONAL MEDIA PAY PER ACCESS
  23. 23. The contextUser-centric value chain PAY PER ACCESSPlatforms take over ADVERTISINGaccess to audiencesControl digitaladvertisingplatforms DIGITAL (MOBILE)(networks and PLATFORMS AUDIENCEmetrics) DISTRIBUTION CHANNELPush to dominatefunctional BRANDpaymentchannels CONTENT
  24. 24. What media industriesshould learn from themobile ecosystem
  25. 25. Users are becoming digital1 omnivores
  26. 26. Users are becoming digital1 omnivores Sequential vs simultaneous Co-ordinated vs overlappedMULTI SCREEN USE Source: Google & Ypsos, 2012.
  27. 27. Lean forwardmedium Lean back medium LABOUR DAY DAILYACCESS TONEWS SITES USA WEEKEND Dic. 2011 Sources: Google & Ypsos, 2012; Comscore, 2012.
  28. 28. Creating added value forMulti-screen consumption...
  29. 29. Content gets rid of medium2CLOUD STORAGE AND SYNCHRONIZATION Relevance shifts from the medium to the BRAND
  30. 30. ... and becomes the core of 3 business strategy for software / hardware industries CORE Social Hardware Search engines E-commerceACTIVITY NetworksBUSINESS Devices + Advertising CONTENT Advertising MODEL componentsEXPANSION Devices + CONTENT + CONTENT CONTENTSTRATEGY platforms distribution
  31. 31. ... and becomes the core of business strategy for3 software / hardware industries
  32. 32. Content is not the end 4 of the usage process Mobile devices are perceived as RELATIONAL TECHNOLOGIES People DO (and want to do) things with content APPS= content +management
  33. 33. Content is not the end 4 of the usage process Mobile devices are perceived as RELATIONAL TECHNOLOGIES People DO (and want to do) things with contentFrom the logicsof VIEWING to the logics of DOING
  34. 34. Content is not the end 4 of the usage process Content becomes a medium for social relationsFrom the logicsof VIEWING to the logics of DOING
  35. 35. Content is not the end 4 of the usage process Content becomes a medium for social relations BRAND CONTENT DISTRIBUTION SOCIAL INTEGRATION CHANNEL OF CONTENTFrom the logicsof VIEWING to TRADITIONAL VALUE CHAIN the logics of DIGITAL VALUE CHAIN DOING What users do with content enters the digital environment
  36. 36. Mobile devices emphasize5 the user/device link Univoque link user/device facilitates coherent user profiles
  37. 37. Mobile devices emphasize 5 the user/device linkUnivoque user/device linkfacilitatescoherent userprofilesUser activity withcontent becomes arelevant data source PLATFORMfor user profileenhancement
  38. 38. Mobile devices emphasize 5 the user/device linkPlatforms put the user in the very core of theirbusiness model The battle for browsers Cloud synchronization & storage User Cross media Tracking content Toools
  39. 39. Mobile devices emphasize 5 the user/device link CONTENT INTEGRATION INTO AUDIENCE PLATFORM USERS SOCIAL ACTIVITYImprove user Content as aprofile language forexploitation social exchangesNew source of Digitaladded value in egospheresdigital contentvalue chain Privacy and transparency issues
  40. 40. The seeds of an alternative content value chainCapturing big amounts of Capturing big amounts ofindiscriminated audiences information about hyper- segmented audiencesControl over production Control over metrics andand distribution structures user profiles
  41. 41. User engagement (apps downloaded per user) The game has just started Horizon for the development of apps as dominant mobile content format 25,0 MATURITY ZONE 20,0 USA UK 15,0 Netherlands Germany Sweden Spain Russia France 10,0 CHINA Italy 5,0 Brasil Poland INDIA OPPORTUNITY ZONE 0,0 0% 10% 20% 30% 40% 50% 60% Smartphone penetration Source: Distimo, 2012; Vision Mobile, 2012; Comscore, 2012
  42. 42. Juan Miguel Aguado jmaguado@um.es webs.um.es/jmaguadomobmediaresearch.wordpress.com THANK YOU

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