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THINKAGAIN:MEDIA+TECH 2014
MichaelJ.Wolf | @mjw
2
9HOURS
2HOURS
3HOURS
7HOURS
5HOURS
1
ATTENTIONISNOT

AZERO-SUMGAME
OTHER NIGHTTIME 

ACTIVITIES
SLEEP
MULTITASKED TV, 

DIGITAL AND 

OTHER MEDIA
MULTITASKED WORK
WITH MEDIA
FOCUSED
WORK
MULTITASKED 

AUDIO AND OTHER 

PASSIVE MEDIA
COMMUTING, MEALS, 

OTHER DAYTIME
DEDICATED TV
8HOURS
2HOURS
3HOURS
7HOURS
5HOURS
3HOURS
1HOUR
1HOUR
30HOURSINA24HOURDAY
REALITY OF A TYPICAL PERSON
IN THE U.S. AVERAGE DAY
ATTENTION15MINUTESATATIME
SLEEP
FOCUSED WORK
MULTITASKED WORK
WITH MEDIA
!
COMMUTING, MEALS, 

OTHER DAYTIME
!
DEDICATED TV
MULTI-TASKED TV, DIGITAL 

AND OTHER MEDIA
!
MULTI-TASKED AUDIO AND 

OTHER PASSIVE MEDIA
!
OTHER NIGHTTIME ACTIVITIES
A TYPICAL 30 HOUR DAY: 120 15 MIN. MOMENTS
$2.6 $1.5 $9.0 $1.5
$1.0 $.7 $.5
BILLIONDOLLARSONLESSTHANFIVEMINUTES
VALUATIONS IN BILLIONS
$.8 $.9
1
BILLION
1
BILLION
2
BILLION
1.7
BILLION
300
MILLION
WHOWILLSERVE
THENEXT4BILLIONUSERS?
THENEXTFOURBILLION?
1.2
BILLION
1.2
BILLION
2.3
BILLION
2
BILLION
350
MILLION
$360-$730/YR $1,500-$20,000/YR$730-$1,500/YRLESS THAN $360/YR > $20,000/YR
SUBSIDIZE ONBOARD OPTIMIZE
INTERNET
ACCESS
REPLACEMENTCYCLETRENDS
HIGH
PRICE
LOW
REPLACEMENT CYCLESLOW FAST
SMART
TVS
SMART-
PHONES
PHABLETS
DESKTOP
LAPTOP
TABLETS
GAMING
CONSOLE
OPTIMIZE:
REVENUEPERUSER
MEDIA+TECHARPU
ANNUAL ARPU COMPARISON ACROSS SUBSCRIPTIONS, COMMERCE, MEDIA & ENTERTAINMENT AND ADVERTISING
0111335556771415213434434653
123147
257
285307
633
684
760
1227
1322
1405
1475
MEDIA+TECHARPU:SUBSCRIPTIONS
0156
123147
633
684
760
1227
1322
1405
1475
MEDIA+TECHARPU:COMMERCE
15
34
53
307
MEDIA+TECHARPU:MEDIA&ENTERTAINMENT
11
5
14
21
34
MEDIA+TECHARPU:ADVERTISING
33
5
77
46
MORELAYERS

TOBEAPLAYER
✔ ✔ ✔ ✔ ✔ ✔ ✔
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
✔ ✔ ✔ ✔ ✔ ✔ ✔
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
✔ ✔ ✔
SEARCHINGFORVR
OCULUS RIFT GOOGLE CARDBOARD
SONY MORPHEUS DAFT PUNK
MEDIA+TECHLAYERS
MOBILE/VIDEO MESSAGING
VIDEO CONTENT
BUSINESS INTELLIGENCE/BIG DATA
INTERNET OF THINGS
SEARCH
MARKETPLACE
DELIVERY SERVICE/ON-DEMAND
CONNECTIVITY
OS
HARDWARE
PAYMENT
STORAGE
ADS/TECH
MEDIA+TECHCAPABILITIESMATRIX
MOBILE/VIDEO MESSAGING ✔ ✔ ✔ ✔ ✔ ✔
VIDEO CONTENT ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
INTERNET OF THINGS ✔ ✔ ✔ ✔ ✔ ✔ ✔
SEARCH ✔ ✔ ✔ ✔ ✔ ✔ ✔
MARKETPLACE ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
DELIVERY SERVICE/ON-DEMAND ✔ ✔ ✔
CONNECTIVITY ✔ ✔ ✔
OS ✔ ✔ ✔ ✔ ✔ ✔
HARDWARE ✔ ✔ ✔ ✔ ✔ ✔ ✔
PAYMENT ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
STORAGE ✔ ✔ ✔ ✔ ✔ ✔ ✔
ADS/TECH ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
BUSINESS INTELLIGENCE/BIG DATA ✔ ✔ ✔
WHAT’SNEXT?
INDEPENDENT PLAYERS IN EACH LAYER
MOBILE/VIDEO MESSAGING
VIDEO CONTENT
INTERNET OF THINGS
SEARCH
MARKETPLACE
DELIVERY SERVICE/ON-DEMAND
CONNECTIVITY
OS
HARDWARE
PAYMENT
STORAGE
ADS/TECH
BUSINESS INTELLIGENCE/BIG DATA
ANEWNETWORKISEMERGING
THEQUANTIFIEDHUMAN
THEQUANTIFIEDWORLD
THEQUANTIFIEDNETWORK
LESSONSFROMTHEINTERNETFRIDGE
1999 2007 20112010 20242006 20082001
CONTENTMUSTSERVE

THENEWREALITYOFATTENTION
2013
2013
2014
SLIDESHOWS VINE MEMES INFOGRAPHICS
ANIMATED GIFS LISTICLES FUNNY FAKE REVIEWS SECRET
FANCULTUREWILLBE
ASIMPORTANTTO
ATTENTIONASSOCIAL
FANCONTENTALREADYDWARFSPROFESSIONALCONTENT
HOURS OF CONTENT
110 542,000
220 142,000
100 63,000
150 131,000
10 83,000
NETWORK LIBRARY FAN CREATED CONTENT
FIFTYSHADESOFGREY
35
90 52MILLION
COPIES
SOLD
LANGUAGES
PUBLISHED
FASTEST-SELLING
PAPERBACK
OF ALL TIME
$
36
THANKYOU!
www.activate.com
@mjw

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Think Again: Media + Tech 2014