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Content is King: Presentation to Cross Media Innocation Center at RIT
The document discusses the transformative impact of digital media on the information economy, highlighting a shift from traditional mass media to mass customization. It emphasizes the importance of adapting to new consumption behaviors and delivering tailored content in real time. The conclusion notes that organizations that effectively adapt to ongoing changes in the digital landscape will emerge as winners.
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Content is King: Presentation to Cross Media Innocation Center at RIT
- 1. Content is King:Information Providers Take Center Stage Matt Turner, Worldwide Director Media Solutions October 19, 2012
- 2. Slide 2 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Industry Challenge • The shift to digital is more than just a format change • It’s a shift from mass media to mass customization • It’s a shift from publishers (and studios, and broadcasters and…) to information providers • It puts content and data on center stage of the information economy Digital Book Sales
- 3. Slide 3 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Quick Quiz What’s the biggest challenge facing media companies today? A) Users consume content in new and unpredictable ways B) People want to share, collaborate and contribute to content C) Customers only want to pay for the content they really need D) Everyone is a publisher an information provider
- 4. Slide 4 Copyright© 2012 MarkLogic® Corporation. All rights reserved. About MarkLogic and Me Enterprise software to handle content, information and data 10+ years, over 280 customers Digital transformation, digital products Mission critical analysis and decision support Worldwide offices, Silicon Valley HQ About Me Worldwide Director, Media Solutions Been with MarkLogic since 2005 PC World, Sony Music Working with Media and Publishing
- 5. Slide 5 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Online Ad Revenue Digital Music Revenue The Hockey Stick Cometh Digital Book Sales
- 6. Slide 6 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Rise of the Information Provider Online! • Basic search • Books, Articles Topics • Taxonomy based organization Custom • 1:1 content delivery Workflow • right information • right user • right device • right time Precision Internal sources Single Interface Limited Accessibility Diverse, complete data Task aware UI Available Everywhere Scope of Data
- 7. Slide 7 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Dedicated Product Infrastructure (Database / Search Engine) Dedicated Product Infrastructure (Database / Search Engine) Industry Data Company Data Filings Typical Content Environment Reports Dedicated Infrastructure for each information view
- 8. Slide 8 Copyright© 2012 MarkLogic® Corporation. All rights reserved. MarkLogic Content Platform Load content • as-is – raw data and content • From multiple, ever changing sources Deliver • the right content • to the right user • in the right format • IN REAL TIME Industry Data Company Data Filings Reports
- 9. Slide 9 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Custom Publishing • McGraw-Hill Create entered market to change the re-use game • But ended up changing the whole market • Now most materials start with the Product • Content is created as needed in small units and assembled for delivery to eBook, digital interactive and print
- 10. Slide 10 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Digital Supply Chain • Warner Bros reinvented their entire supply chain to focus on digital delivery to • Add new partners quickly • Create custom packages for new revenue • Create new products from existing assets
- 11. Slide 11 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Research Workflow • Springer opened up the book to create multiple access points based on the task • Would you like your images in Powerpoint? • http://springerimages.com
- 12. Slide 12 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Second Screen • BBC reinvented how information is gathered an delivered for the Olympics to provide • Breadth of coverage: pages for every athlete, data for every event • Interactive experience: you pick the stats • Watershed moment: up to 3m live streams at peaks
- 13. Slide 13 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Conclusion • The shift to digital is exploding traditional media • Today the outcomes are custom, highly targeted information products • But this isn’t over - the winners are the organizations that fundamentally adapt to ongoing change
- 14. Slide 14 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Research Questions • Myths of second screen – where are we on the interactive viewing adoption curve? • eBook versus interactive digital learning - survey current habits • Mass media versus the long tail – now that you can watch every movie and listen to every song, do you?
- 15. Slide 15 Copyright© 2012 MarkLogic® Corporation. All rights reserved. Any Questions?
- 16. Slide 16 Copyright© 2012 MarkLogic® Corporation. All rights reserved.
Editor's Notes
- #8 When you add a new data system, the complexity only increases:You have to create all the transformations to load that dataYou have to reconfigure each product’s infrastructureAnd often you have to rebuild the infrastructure
- #9 The firm view that students will not only use your content but also content from the web, other publishers and more importantly content from their peer. It’s about making connections and uncovering relationshipsBe able to understand and identify those opportunities.Smart content is made of legos that snap together to bring and even richer, more intelligent perspective to the end user. Sometimes is about the end product but other times is about providing the capabilities so that others can build those products. There is a lot of commonality in how work gets done but if the content doesn’t communicate well together it’s hard to get that leverage. The common language of contentActionable information must be well described, highly organized, seamlessly commingled and easily navigable. Content Marketplace is our strategy to leverage our deep and broad content assets and create enabling technology and capability as well as a common language of content across the company.
- #10 Break the boundary of the book -> granular access
- #11 Break the boundary of the book -> granular access
- #12 Break the boundary of the book -> granular access