The document discusses trends from a 2009 workshop on future media. It includes an agenda for the workshop covering topics like social networking, audience engagement, revenue generation, and future trends. One section discusses how consumers now control brands rather than vice versa. Other sections outline potential future trends like artificial intelligence, virtual worlds, mobile phones, personalization, and online video/internet TV. It also discusses distributing applications via web services and targeting international audiences.

1. Creating Future Trend
Bandwagon
DigiGen 2009 Workshop
Part 5
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Gregory.birge@f5dc.com +65 9111 6849

2. AGENDA
0900 – 0930 : Introduction
0930 – 1030 : Current social networking market Place
1030 – 1100 : BREAK
1100 – 1200 : Optimizing Audience Engagement
1200 – 1300 : LUNCH
1300 – 1400 : Revenue generation, goals
1400 – 1430 : Legal aspects
1430 – 1500 : BREAK
1500 – 1600 : Future Trend

3. Marketers used to be in charge
BRANDS CONSUMERS
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4. Consumers are now in charge
BRANDS CONSUMERS
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5. What is our role ?
 Preparing flight plan
 Giving control to the consumer
 Monitoring
 Controlling
 Adapt
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6. http://www.youtube.com/watch?v=xj8ZadKgdC0&eurl=http://video.google.com/videosearch?q=future+media&emb=0&aq=f&feature=player_embedded
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7. Relevance : 5
1. Semantic Web or Web3.0 Impact : 5

8. Web classifications
Web 1.0 Web 2.0 Web 3.0
Directions download upload Continous
Relations one-to-many many-to-many many-to-many-to-
one-place
Interface desktop computer Mobile Cloud
Atom Website Post Instant
(smallest unit)
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9. Are you web1.0 and web 2.0 ready ?
Web 1.0 & 2.0
Do you have a Is your website Can we find your Do you engage your Is it (really) integrated
website ? optimized ? product online ? consumers in your strategy ?
Do you have a website ? How much do you spend Is your online catalog up to
How is your intranet Do you have blog ? online ? date ? Do you sell online ?
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10. Relevance : 5
2. Artificial Intelligence Impact : 5
 Technology platform provider
 Crowd sourcing marketplace

11. 3. Virtual Worlds Relevance : 3
Impact : 1
 Interesting platform to create side marketing (ex Fuji / HP creating fake roles)
 However, Who Am I talking to ?
 Do not overload

12. 4. Virtual Minority Phones Relevance : 3
Impact : 4
 More location aware services  Pinch to Zoom Gestures
 Internet companies to become key mobile portals
 Face recognition, automatic sorting
 iPhone: revolutionary User Interface

13. 5. Attention Economy Relevance : 5
Impact : 5
Marketplace
Keyword is ‘Relevancy’
E.g. personalized
where consumers E.g Amazon &
news, search,
agree to receive Netflix
alerts and
services for their
recommendations Screenshots
attention
to buy

14. 6. Websites like Web Services Relevance : 1
Impact : 5
Paving the Road to more Intelligent Computing
Unstructured
Effectively expose information will
their information Transformations
are never smooth give way to
to the world structured
information
Scrapers & MashUps
websites
Web
websites
services
websites

15. 7. Online Video / Internet TV Relevance : 5
Impact : 4
941 Million Living Room Internet TV Viewers By 2013
36%
75%
2006
1987

16. 8. Rich Internet Applications (RIA)

17. 9. International Web
14 of the top 25 US Web now attract more visitors from outside the US than from
within.
 7.406 billion searches (July 08)
 196 million daily web users
 400 million daily web searches
 7.398 billion searches (August08)

18. 10. Personalization

19. Next, more and more
Aggregation level
Numbers
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20. THANKS
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Gregory.birge@f5dc.com +65 9111 6849

21. Merge and Acquisition
Global internet services / media company
Face Book
Human Pets
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22. http://www.webpronews.com/blogtalk/2007/11/13/profitable-niche-publishing-business-models

23. Advantages Disadvantages
• Cannot enforce business logic on the
client
Cross- • Cannot access read-only properties on
platform and serializable objects
Based on standard protocols
cross- • Cannot use non-default constructors on
such as SOAP, XML, and HTTP serializable objects
language
support • Cannot serialize datatypes such as
Collection or HashTable
• Cannot enforce logic in property
Simple distributed getters or setters on serializable
application objects
Type safety for Simple Message
development as
datatypes Protocol
compared to
other techniques
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24. Internet TV Platforms
creating
economies of
scale in
Multiple technology,
destinations delivery and
underlie thousands distribution
of properties and
brands
Media Owner
control how video is
published on their
own sites and
syndicated across
the Internet

25. Segment your audience/customer
≠
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26. Types
Traditionalist Integrators Un-pluggeds
Consume TV, radio Grew up with Engage with media
and print almost traditional media across multiple
exclusively space but embrace platform – value,
Value expert opinions online and social tools immediacy, brevity
May use online tools, Value ‘pro-am’ and choice
but have not made opinions and Value peer opinions
them their own consensus Can text with their
Mix their media eyes closed.
choice
http://leighhouse.typepad.com/advergirl/packaging/
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27. There’s always something…
1980s 1990s 2000s 2010s
The Net The Web The Metaweb The Semantic Web
Content Desktop Web Publishing Weblogs & K-logs, Lifelogs
Publishing & Web Site RSS & Personal
Portals
Phone, Fax, PIM’s, E-mail & E-Mail, Webmail, IM,
Communication Email IM, Phone, Fax VOIP, Video Unified
Conferencing & Web Communications
Conferencing
Groupware,
Database KM, and
Collaboration Applications Intranets Wikis, Decentralized Group Minds
Collaboration & & Collective
Semantic Webs Intelligence
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28. Measurable Consumer Engagement
Product
Involvement
Velocity:
Frequency
Rate of of Purchase
change
Referral Frequency
behavior. of service
Intention interactions
Online Types of
behavior interactions
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