"What Matters" is Activate's look at the ideas that companies at the intersection of media, technology and entertainment will use to grow their businesses.

1. WHAT MATTERS
IdEAS THAT WIll SHApE THE yEAR In MEdIA, TEcHnology And EnTERTAInMEnT
WWW.AcTIvATE.coM

2. OUR CLIENTS ARE EXPECTING A WATERSHED YEAR… AND SO ARE WE
MEDIA, TECHNOLOGY AND ENTERTAINMENT BUSINESSES ARE POISED FOR INNOVATION AND REINVENTION
THERE HAS NEVER BEEN MORE OPPORTUNITY FOR GROWTH
HERE IS
WHAT MATTERS
I

3. THE App ERA
25%
page-based
On the web
BEgInS
Beyond moBile devices, winning weB
(yES, BEgInS)
peOple are already experiences will Be app-like instead
spending mOre time On of page-Based
app-like experiences
than On page-based
experiences Html5 is Here, But platform-native apps
still provide tHe Best user experience
and distriBution model
driven By tHe app era, devices are Being
75%
redefined: game consoles, tvs, cars and
appliances Become app environments
app-like
Source: Activate analysis of consumer time spent across top websites and comScore data 2

4. E-MoTE conTRol
Smart voice, touch, geSture and perSonal SenSorS will combine to create new uSer
experienceS and new hitS
media companieS will need to place the right betS on deviceS, formatS and platformS
3

5. ApIs ARE BIZ dEv
Technology companies already Take This for granTed and now media companies
need To use apis To Turn Their properTies inTo plaTforms
+++ + + + +
many key feaTures of a greaT media business can now be easily assembled
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+ + =
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6. poWER
oF plAcE
Where your user is right noW is as important
as Who they are and Where they live
any location can be a venue for a great media
experience
neW hits Will be programmed for geolocation
in the same Way today’s media program for
time slots
5

7. 99¢
SIMplIcITy SUBScRIpTIon IS THE nEW
AmAzon And iTunes hAve reduced pAymenT fricTion so ThAT recurring revenue is possible
wiThouT subscripTions
consumers hAve embrAced The 99 cenT price poinT And will spend The equivAlenT
of A monThly subscripTion fee, one dollAr AT A Time
TrAdiTionAl subscripTions will sTill Thrive, pArTiculArly when combined wiTh A simple
All-you-cAn-eAT model
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8. SocIAl SpRIng
The one-size-fiTs-all era of social neTworking is peaking
iT’s noT JUsT hUnDreDs of Millions of Users, iT’s ThoUsanDs of people BanDing TogeTher
To forM Deep connecTions aroUnD shareD inTeresTs, conTenT anD proDUcTs
7

9. 6
107
pRIvAcy AS pAyMEnT
Consumers will gravitate toward experienCes that provide transparenCy and Control,
instead of experienCes that ColleCt and sell Consumers' data behind their baCks
expeCt innovators to allow people to use their personal data as CurrenCy
8

10. InnovATE don’T lEgISlATE
Laws that don’t match the reaLity of how peopLe use media wiLL Be iGnored
coLLaBoratinG with consumers can heLp media companies BuiLd compeLLinG new products
and reduce LeGaL entanGLements
9

11. AngElS AMong US
LikeLy changes to federaL Laws wiLL enabLe anyone to heLp fund a new business as easiLy as
they can make a purchase on amazon
eXpect more competition from web scaLe crowd-funded startups
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12. METRIcS MAyHEM
THE DASHBOARD REQUIRED TO RUN A MEDIA BUSINESS IS GETTING MORE COMPLEX
INNOVATION IN THE MEDIA UNIVERSE WILL CONTINUE TO OUTPACE ADVERTISING METRICS
MEDIA COMPANIES WILL NEED TO CREATE NEW ADVERTISING UNITS THAT ARE MEASURED IN REAL TIME
WITH MORE DATA FROM MULTIPLE SOURCES
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13. REdEFInERS ARETHAn A THE lIABIlITy
SpEndIng MoRE
oF lEgAcy
FREE FRoM
IT’S ABoUT TIME, noT MonEy
QUARTER
The biggesT innovaTions in media and Technology are being driven
by companies ThaT don’T force Their producT processes To fiT in
UnBURdEnEd
The schedule of board meeTings and earnings reporTs
By lEgAcy
greaT consumer experiences Will be builT on design, user experience,
conSTRAInTS Weeks Which require cycles of monThs
communiTy and audience developmenT
and years, noT days and
Distribution
Deals
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14. WE ARE AcTIvATE
ACTIVATE IS A SMART, FAST AND NIMBLE NEXT-GENERATION STRATEGY CONSULTING FIRM
WE ARE A SPECIALIST TEAM OF MEDIA, TECHNOLOGY AND ENTERTAINMENT INNOVATORS WITH
EXTENSIVE OPERATING AND BUSINESS BUILDING EXPERIENCE
WE FOCUS EXCLUSIVELY ON HELPING OUR CLIENTS GROW – REINVENTING THEIR COMPANIES AND
BUILDING NEW GROWTH BUSINESSES
OUR APPROACH IS BASED ON A DEEP UNDERSTANDING OF HOW PEOPLE USE MEDIA AND TECHNOLOGY
TODAY…AND HOW CONTENT AND TECHNOLOGY CAN CREATE NEW EXPERIENCES
WWW.ACTIVATE.COM

15. Strategy and technology conSulting
CREATED BY Paul Ford
mPaul@activate.com t@FtraiN
Michael J. Wolf JoNNy moraN
mMichael@activate.coM t@MJW mJoNNy@activate.com t@JoNNylmoraN
Michele anderson christoPher morF
mMichele@activate.coM t@Micheleactivate mchris@activate.com t@chrismorF
hiMesh Bhise lyle morgaN
mhiMesh@activate.coM t@hiMeshBhise mlyle@activate.com t@lylePayNe
anil dash scott schwaitzberg
manil@activate.coM t@anildash mscott@activate.com t@sJttocs
© February 2012 Activate Text CC BY - SA
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