A presentation on evolution of technology and its impact on business especially content owners. The presentation looks at how business need to reconfigure to avail or leverage the technology evolution and thus maximise their opportunity with consumers. The presentation also describes what are the future trends that one needs to watch out for and be prepared maximise the opportunity

1. Aspects of Technology
Impacting Consumers and Businesses
- Convergence of Entertainment and Commerce
A brief presentation
Presented by Raghvendra Madhav, representative at Harvard AMP
Co-authored by Dejo George
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2. Technology and Platforms
Content & Service
providers
Consumer
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3. Evolution of Content & Services distribution
Digital Interactivity:
Push and Pull
Digitized Distribution •IP TV
•Google Tv
•Roku
•DTH & Digital cable
•Digital Radio
• Websites
Analog & Physical
•Analog television
•Print Publications
•FM Radio
• Digital boxes has • Digital (IPTV, Roku
moved from MPEG2 to etc.) boxes with
Content & Services MPEG 4 higher processing
• Digital Boxes with power to run apps and
storage to provide can deliver services
PVR servicer and e-commerce
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4. Internet : Towards a richer interactive experience
Web 3.0 (based on
consumer
consumption)
Web 2.0 (pull)
•Personalization
• Intelligent search
• Behavioral
advertising
• Information sharing &
collaboration
• Interoperability
Web 1.0 •Search, Social
networking
•Static web pages
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5. Mobile Networks : Moving from village roads to
highways
LTE/WiMax
3G
•All IP Network
(AIPN) and hence
user can do multiple
2.5G •Video call support (voice and data)
•Speed upto activities
2Mbps simultaneously
•Video(High •Speed upto 30
•GPRS support Resolution) but Mbps (10 times
•Speed from 80- single stream faster than a 3G)
2G 100 Kbps • Multiplayer •Ultra-broadband
•Data sharing in Gaming Internet access
form of text, •Voice on circuit •HDTV streamed
images and videos switching while
•Primarily Voice multimedia
(low resolution) to data on packet
•Content in the •Video(High quality)
some extent switching (only one
form of SMS and can receive or
activity at a time) distribute
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6. Mobile Devices: From voice receivers to Computing /
Entertainment Devices
•1” screen •2” Screen •4” screen •10” screen
•Voice facility •GPRS support •Better gaming and •Touch, enhanced •Richer user experience
•SMS or text •Text and images • video experience user experience for multimedia
OS
OS with OS with
Simple operating system with no Blackberry,
storefronts storefronts
multitasking Symbian,
windows, iOS
Processing
Power 312 MHz 600 MHz 1 GHz
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7. Content
Owner & Consumer
Service
Provider
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8. Phase I – Analog and Physical Distribution
Print
Radio
Content Owner
& Service Broadcast Media
providers
Cable
• Focused only on single • No Interactivity distribution
channel distribution
Traditional Media &
Physical touch points
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9. Phase II- Empowered consumers leveraging via
interactivity and power of social networks
Search,
Social Networks
Blogs/User generated content/SaaS
Web 2.0
Digital
Content Owner Broadcast
& Service Media
providers
Limited capability for video
2.5G
• Friends
• Family
• Larger Social Circle
- Multiple Devices
- Distribution of Apps
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10. Phase 3 - Implication
Implications of On Consumers Content Owners & Service
Providers
Social networks • Circle of interaction has been • Need to chase the consumers
amplified 100x within the social networks
• Consumer time spend in social
networks increased
Social Search & discovery amplified • Pulled based specific needs of • Digitization of content
by entertainment & information
• Location based services • Metadata gained importance to
• Recommendation engines • Time between Point of purchase & enable search and distribution
also leveraging user Information availability crashed
generated data • However metadata reside outside
• Local search platforms of the content and content owners
• Ecommerce / mCommerce and service providers need to
reach out to specific platforms
such as Google, YouTube etc.
Devices & Apps • Improved experience i.e • Content need to be transcoded
• Larger screens consumers spend more time in the and edit to multi format delivery
• App store fronts mobile medium and presence
• Device synchronization • Services need to have apps to
deliver through new devices
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11. Phase III – True convergence of Internet, Telecom and
video content across devices
Video Distribution,
High Speed Internet
3G / LTE /
Content WIMAX
Owner &
Service
Providers
Devices
• Convergence of telecom,
• Tablets • Collaboration through
Media and Internet
Multimedia sharing through
multiple platforms
Entertainment & Services on Mobile Devices
Interactivity & Services delivery on TV platforms
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12. Next Phase: Potential drivers for future
• Enables Distribution of multiple streams
4G of video – A video Social Network
Web 3.0 • Semantic Web, Personalization : To leverage consumer
consumption patterns. Use of “Artificial intelligence ?”
Gesture Based • Usage of gestures to interact with digital information
Interface (E.g.: Microsoft Kinect)
• Allow individual smart phones and tablets to support
Virtualization multiple operating systems (Benefit for enterprises)
for consumer
devices
Embedded • Meta data embedded in content, travel with it to any
device or distribution platform – Enable more effective
metadata monetization in multiple platforms
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13. What should the content owner be doing User / User generated
content from social
networks, location
info, reviews
Internal Systems
External Meta-Data
External Interface
 Multi Platform - Multi Platform
Creative Production
Post –production - E / M -commerce
Internal Meta-Data
Content Management System
Case in Point : A cookery show
• At the time of creative, e.g color of utensils & sets should account for the fact the ingredients will visible in smaller screens,
• Production should account for the fact that they are broken in segments which helps post production make modules for
multiple platforms with minimal additional effort
• The content need to rendered in the different formats along with detailed meta-data of for the different platforms and
hosted on a content management system
• The external interfaces can be leveraged to deliver content alone or content with other services such as enabling consumer
to post reviews and feedback, enable e/m commerce to purchase ingredients, utensils etc. The external interfaces should
have the capability to improve the consumer experience by etc. drawing information regarding pricing
comparisons, store info, availability, integration with maps for directions etc. 12
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14. Value to consumer : Sum of many moving parts
Internal Systems Hosted on
(ERP, CRM, Data) cloud
B2B clients
External
Interfaces
(Web, WAP,
Mobile Apps/ Services,
Content Management e-commerce)
System
(Content , Consumer
information ,)
External Web
User generated
data User / User • Changing psychographics:
generated content
from social Customer adopting new platforms
networks, location • Same platforms multiple
based info, requirements. E.g. one customer
reviews, blogs etc
uses WAP and other uses Apps
Customers
 Applications need to be hosted on cloud for greater scalability
 Need to be present in all platforms – Internet, TV, Mobile 13
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15. “ Mankind s greatest accomplishment is not the revolution
of technology it is the evolution of creativity ”
THANK YOU
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16. USER 1
USER 2
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