SlideShare a Scribd company logo
1 of 69
Download to read offline
RedefineRs:
                   CaptuRing Media
www.activate.com
                   gRowtH dollaRs
IN THE NEXT 3 YEARS


325 BILLION
GROWTH DOLLARS
WILL GO TO THOSE WHO
                                                REDEFINE                    THE MEDIA
                                                                            BUSINESS


Source: Activate analysis and estimates; Veronis Suhler, 9/10; PWC, 6/10;
eMarketer, 2011; Yankee, 2011; Analyst Reports & Company Data, 2010/2011

                                                                                        2
MEDIA COMPANIES HAVE A CHANCE
        REDEFINERS
TO BE THE



                                3
growth from
ExISTING
media businesses
                   MEDIA
                   GROWTH
growth from        DOLLARS
    NEW
media businesses

                             4
NEW BuSINESS
     GROWTH MATTERS MOST
                $325 BILLION MEDIA GROWTH DOLLARS
                                                    $212 billion            $1.4 trillion
                                                           new
                                                    business growth
                                                        [15% p.a.]
                     $113 billion

                         existing
                     business growth
$1.1 trillion            [3% p.a.]

   2010          Source: Activate analysis and estimates; Veronis Suhler,
                                                                                2014
                  9/10; PWC, 6/10; eMarketer, 2011; Yankee, 2011; Analyst
                           Reports & Company Data, 2010/2011
                                                                                            5
WHO WILL
           WIN?   6
THIS PRESENTATION:
HOW MEDIA COMPANIES CAN BuILD NEW
                    GROWTH BuSINESSES
THE REDEFINERS
A new generation of upstarts has an advantage in winning media growth dollars, scaling quickly
with new cheap technologies. To compete, media companies need to become redefiners themselves.



HACK THE ORGANIZATION
Media companies will create more value from building, rather than acquiring, emerging
digital businesses. ‘Hacking’ – creating a virtual startup outside the organization – enables
a build-first strategy.



AN UNFAIR ADVANTAGE
Companies that want to gain an advantage in creating the next wave of media businesses must
face the challenge of combining content and technology to build new user experiences.



REDEFINING STRATEGY
Strategies must address the fact that there will be multiple business models, audiences,
devices and platforms. Companies need to determine how to win as their businesses
are being redefined.


                                                                                                 7
THE          hack the       AN UNFAIR   REDEFINING
REDEFINERS   organization   ADVANTAGE   STRATEGY




                                                     8
WHO ARE THE   REDEFINERS?
         Businesses Born at the
         intersection of tech and media

         driven By human experience first,
         Business model follows

         will Be the ones to win the Battle
         for growth dollars


                                              9
REDEFINERS ARE FREE FROM THE
   LIABILITy OF LEGACy
   UnbUrdened by legacy constraints
   tHey can tHrive even witH lower margins

                                                    TradiTional righTs
Distribution Deals
                                        ContraCts




                      Production and
                     editorial models



                                                                    10
Today   redefiner




               11
REDEFINERS:
SuCCESSORS TO DISRuPTORS
DISRUPTORS                           REDEFINERS
Driven by technology                 NATIVE TO THE WEB AND APPS ERA
Focus on targeting the periphery     FOCuS ON BETTER SERVING
oF incumbent companies’ business     INCuMBENTS’ CORE CuSTOMERS
removes the value or revenues From
an establisheD market                DRIVEN By A BETTER ExPERIENCE

result is chaos                      RESuLT IS A NEW BuSINESS


                                                                      12
WHO WILL REDEFINE
yOuR BuSINESS?
           IF IT’S NOT yOu

                             13
ExPECT HITS
FROM NOWHERE



               14
expect hits from nowhere




                 ONE GAME PROGRAMMER WORKING
                 ALONE GENERATES 2 MILLION PAYING
                 DOWNLOADS AND OVER $30 MILLION IN
                 REVENUES IN LESS THAN TWO YEARS.
                 Source: Company data, 4/11

                                                     15
expect hits from nowhere




                       140 million downloads of the
                       game in 18 months, creating
                       characters that spawn
                       merchandise & films.
                       Note: Paid & free; includes
                       iOS and other platforms
                       Source: Company data, 3/11
                                                      16
expect hits from nowhere




                       Pioneered location-based aPPs,
                       reaching 500 mm check-ins
                       from 8 mm users
                       in just over two years.
                       Source: Company data, 3/11

                                                        17
expect hits from nowhere




                 Instagram
                           iPhone APP showing PotentiAl for
                           hyPer-growth by reAching
                           1MM users in 8 weeks And
                           3MM in 9 Months.
                           Source: Company data, 4/11

                                                              18
expect hits from nowhere




             Most popular Music subscription
             service, with over 10% of 10 MM
             users choosing to pay freeMiuM
             subscription.
             Note: Based off total number of free users
             Source: Activate analysis of company and
             industry data, 2010/2011
                                                          19
expect hits from nowhere




                           25MM USERS, STANDING OFF
                           COMPETITION FROM AMAZON,
                           GOOGLE AND MICROSOFT.
                           Note: Grew from 4MM users in 2010
                           Source: Company data, 4/11


                                                               20
expect hits from nowhere


HITS yET TO COME

                           21
REDEFINERS DON’T WANT
ALL THE CuSTOMERS,
they want the

MOST VALuABLE           Ones.


                                22
Technology Doesn’T sTop
WHEN SOMEONE
GETS
        RICH
                          23
TECHNOLOGy DOESN’T STOP
WHEN SOMEONE GETS RICH




                          24
the          HACk THE       AN UNFAIR   REDEFINING
redefiners   ORGANIzATION   ADVANTAGE   STRATEGY




                                                     25
EVERyONE’S INNOVATION quESTION
Buy OR BuILD?                    26
yOu CAN      Buy TALENT,
   But You
     can’t   Buy INNOVATION.

(And mediA compAnies need To AVoid
suckinG The life ouT of Acquired sTArTups)
                                             27
THE RARE ACquISITIONS THAT HAVE THRIVED WERE
GIVEN SPACE TO INNOVATE


              ™




                                               28
EVERyONE’S INNOVATION quESTION
Buy OR BuILD?                    29
BuILDING yIELDS
  GROWTH DOLLARS

                   30
BuILDING A NEW BuSINESS MEANS
HACkING yOuR
ORGANIzATION

                                31
HOW TO
HACk yOuR ORGANIzATION
   Work outside of the media company org chart
   Liberate team from the Legacy business
   compLiance and constraints
   aLLoW the team to Work independentLy
   focus on buiLding neW (vs protecting the oLd)


                                                   32
HACkING MEANS BuILDING A
VIRTuAL STARTuP
                           33
BuILD A VIRTuAL STARTuP:
 USE TODAY’S ASSETS AS THE SEED FOR TOMORROW’S NEW BUSINESS
 THINK ABOUT YOUR GOALS FIRST, AND RISKS SECOND
 PUT A STRONG LEADER IN CHARGE, NOT A COMMITTEE
 OPTIMIZE FOR GROWTH, NOT SHORT TERM MARGINS
 DRAW THE BEST TALENTS FROM WHEREVER YOU CAN FIND THEM


                                                              34
THE HEIST FILM STARTuP MODEL
ASSEMBLE THE BEST TEAM FOR THE JOB

                                     35
HACKING THE ORGANIZATION ENABLES A


BuILD-FIRST                      STRATEGy

                                            36
HACkING
WORkS
          37
&




    ACTING AS AN INDEPENDENT NIMBLE
    VIDEO STARTUP HELPED HULU ATTRACT
    A WEB SCALE AUDIENCE INCLUDING
    1 MM PAyING USERS.
    Source: Company data, 4/11


                                        38
Conde nast worked with aCtivate
to assemble a virtual startup to
build the first-ever massively
multiplayer magazine.
                                   39
&




    UniqUe mUlti-media celebrity-news bUsiness:
    television show, app and website; watched by
    2.1m tv hoUseholds nightly and 16m UniqUe
    visitors per month.
    Note: TV show ratings and website traffic
    Source: The Nielsen Company, 2010/2011

                                                   40
THE ANDROID TEAM LAUNCHED LIKE A STARTUP
WITHIN GOOGLE, GROWING FROM NO MARKET
PRESENCE INTO THE MOST POPULAR SMARTPHONE
PLATFORM IN A FIERCELY COMPETITIVE MARKET.
Note: Based on share of U.S. smartphone subscribers as of January 2011
Source: Comscore, 3/11; The Nielsen Company, 3/11

                                                                         41
yOu’RE A   MEDIA COMPANy
  NOT A
           DATA CENTER

                           42
DON’T INVENT TECHNOLOGy
  CMS                database            real-time messaging        search


ONCE-COstly tEChNOlOgy CapabilitiEs arE NOw availablE as frEE Or OpEN sOurCE
iNvEst iN thE parts that arE uNiquE tO yOur busiNEss
yOu CaN makE a grEat ExpEriENCE by CONNECtiNg thEsE piECEs
tEChNOlOgy EvOlutiON is ONly gOiNg tO gEt fastEr



                                                                               43
hacked organizations

THRIVE                 AS TECHNOLOGy
                       EVOLVES

                                       44
LEARNING FROM
      REDEFINERS
      UX FIRST
      LOW COST
      LAUNCH + LEARN
      TAKE FROM THE BEST IDEAS
      FAST IS BETTER THAN PERFECT
                                    45
the          hack the       AN uNFAIR   REDEFINING
redefiners   organization   ADVANTAGE   STRATEGY




                                                     46
EVERy STARTuP WISHES THEy
HAD GREAT CONTENT
                            47
quALITy CONTENT
is an
        uNFAIR ADVANTAGE   48
CONTENT COMBINED WITH TECH
DELIVERS NEW ExPERIENCES
                             49
over time
TECH BECOMES A COMMODITy,
CONTENT DOES NOT.
                            50
quALITy CONTENT
 can make it cheaper to   BuILD
                          an audience

                            Buy
                          than to
                                        one.


                                               51
quALITy MATTERS:
CONTENT FARM SuBSIDIES ARE DEAD
Factory Farms are as unhealthy For content
as they are For Food
Businesses which treat users like cattle
are vulneraBle to Being redeFined By those
creating For actual humans, instead oF
search engine roBots




                                             52
quALITy DEMANDS
A NATIVE ExPERIENCE ON EVERy DEVICE
Fully exploit the Features, Formats and experiences
oF each platForm
don’t create
shovelware




                                                      53
AND MORE DEVICES MATTER

No platform wiNNer takes all: there will Never be aNother wiNdows
it’s Not just oNe persoN, oNe device
plaN for dozeNs of platforms aNd billioNs of devices today, aNd a New
successful device every moNth
platform promiscuity is a virtue



                                                                        54
REDEFINED MEDIA COMPANIES
DON’T JuST MAkE MEDIA,
THEy HELP PEOPLE
CREATE MEDIA
                            55
yOuR FINISHED PRODuCT IS THEIR
RAW MATERIAL     The momenT qualiTy media is
                 released To The world isn’T The end
                 of The process, iT’s The beginning.

                                                       56
MASSES MANuFACTuRE
LET THE WON’T JUST SHARE YOUR CONTENT, THEY WILL
THE AUDIENCE
REMIX IT AND TURN IT INTO PHYSICAL GOODS.
                                                   57
the          hack the       AN UNFAIR   REDEFINING
redefiners   organization   ADVANTAGE   STRATEGy




                                                     58
it’s not a
             DIGITAL STRATEGy
                 it’s a
                          STRATEGy
                                     59
STARTuPS OVERuSE
THE WORD

PIVOT
  BUT IT’S STILL AN
  IMPORTANT IDEA FOR
  MEDIA COMPANIES


                       60
WHy IS EVERyONE TALkING
ABOuT “PIVOT”?
       RedefineRs know they need to change diRection when new
       oppoRtunities demand it

       media gRowth RequiRes continually aligning the business
       to the customeR

       to gRow, a media business can piVot by changing audiences,
       pRoducts, content, functionality, inteRnational maRkets
       oR foRmats


                                                                    61
Bringing
     The
           PIVOT TO BIG BuSINESSES
             from magazine publisher to continuity marketer for books,
             video, events in health and wellness

             from giant screen documentaries at museum theaters to
             mainstream blockbuster 2d/3d films in multiplexes

             from mailing dvds to streaming


             from “the point” group organizing to group buying


                                                                         62
GROW A
                   WEB-SCALE
                   AuDIENCE
  100 million
    web: success   The Apps business is fundAmenTAlly
                   differenT from The Web business
                   Apps don’T (yeT!) go virAl The
                   WAy WebsiTes do
                   App Audiences Are A differenT
                   scAle, requiring A differenT kind
                   of AdverTising business
 1 million
apps: success

                                                        63
uSE APIs AS MEDIA BIz DEV 2.0
Facebook           GooGle’s            TwiTTer                AMAZON NEEDS
is not always      neither Good        followers are noT      TO BE NAVIGATED
your Friend        nor evil            a digiTal sTraTegy     CAREFULLY

PartnershiPs should start from what PeoPle want, not what comPanies want

use social networks as a Platform

don’t just send your biz devs to the meeting, also send your develoPers


                                                                                64
GIVE PEOPLE A REASON TO PAy
         Most new successes will be in the freeMiuM Model


         custoMers care what the price is, not what your costs are



$$$$$$   assuMe that pricing will evolve as an iterative conversation
         with custoMers




                                                                        65
MAkE ADVERTISING ACCOuNTABILITy
AN OPPORTuNITy
  Focus on measurability, not cPc resPonse rates

  Don’t conFuse social meDia metrics with real
  aDvertising metrics

  strategy must anticiPate a Future where every
  imPression can be connecteD to real
  consumer behavior

                                                   66
REDEFINERS
WILL
    WIN.
             67
TO CAPTuRE MEDIA GROWTH
DOLLARS, BECOME A REDEFINER
      HACK THE ORGANIZATION

      BUILD NEW GROWTH BUSINESSES AS VIRTUAL STARTUPS

      ANTICIPATE HITS FROM NOWHERE

      PIVOT THE STRATEGY TO EXPLOIT NEW OPPORTUNITIES

      USE CONTENT AS AN UNFAIR ADVANTAGE

      CREATE ENGAGING NATIVE EXPERIENCES FOR EVERY AUDIENCE

                                                              68
CREATED By
Michael J. Wolf
Michael@activate.coM tWitteR: @MJW

anil Dash
anil@activate.coM tWitteR: @anilDash

Michele anDeRson
Michele@activate.coM tWitteR: @Micheleactivate

hiMesh Bhise
hiMesh@activate.coM tWitteR: @hiMeshBhise

chRistopheR MoRf
chRis@activate.coM tWitteR: @chRisMoRf

© 2011 Activate
  Text CC BY - SA
Please remix and reuse this presentation by attributing
and linking it to: http://activate.com/redefiners




                                                          69

More Related Content

What's hot

The eSports Ecosystem - From Nerd Niche to Mainstream Market
The eSports Ecosystem - From Nerd Niche to Mainstream MarketThe eSports Ecosystem - From Nerd Niche to Mainstream Market
The eSports Ecosystem - From Nerd Niche to Mainstream Market18Hubs
 
2017 Technology Predictions - GP.Bullhound
2017 Technology Predictions - GP.Bullhound2017 Technology Predictions - GP.Bullhound
2017 Technology Predictions - GP.BullhoundFrenchWeb.fr
 
Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...
Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...
Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...Ericsson Latin America
 
dentsu 2022 media trends
dentsu 2022 media trendsdentsu 2022 media trends
dentsu 2022 media trendsdentsu
 
U.S. Technology Funding -- What's Going On?
U.S. Technology Funding -- What's Going On? U.S. Technology Funding -- What's Going On?
U.S. Technology Funding -- What's Going On? a16z
 
Bitsxbricks Startup Indonesia Whitepaper by MDI Ventures
Bitsxbricks Startup Indonesia Whitepaper by MDI VenturesBitsxbricks Startup Indonesia Whitepaper by MDI Ventures
Bitsxbricks Startup Indonesia Whitepaper by MDI VenturesRein Mahatma
 
Deloitte Telecom Predictions 2010
Deloitte Telecom Predictions 2010Deloitte Telecom Predictions 2010
Deloitte Telecom Predictions 2010Plínio Okamoto
 
Dan e4m-digital-report-2019-c1
Dan e4m-digital-report-2019-c1Dan e4m-digital-report-2019-c1
Dan e4m-digital-report-2019-c1Social Samosa
 
Mobile future of newspapers
Mobile future of newspapersMobile future of newspapers
Mobile future of newspapersGreg Piechota
 
Internet trends 2015.05.27 | KPCB Internet trends 2015
Internet trends 2015.05.27 | KPCB Internet trends 2015Internet trends 2015.05.27 | KPCB Internet trends 2015
Internet trends 2015.05.27 | KPCB Internet trends 2015Dmytro Lysiuk
 
Investment Trends: Where to invest your attention in 2015
Investment Trends: Where to invest your attention in 2015 Investment Trends: Where to invest your attention in 2015
Investment Trends: Where to invest your attention in 2015 OurCrowd
 
SXSW 2015 - VCCP Trend Report
SXSW 2015 - VCCP Trend ReportSXSW 2015 - VCCP Trend Report
SXSW 2015 - VCCP Trend ReportWill Harvey
 
Gafanomics - Quarterly - Episode 4 (Q4FY19)
Gafanomics - Quarterly - Episode 4 (Q4FY19) Gafanomics - Quarterly - Episode 4 (Q4FY19)
Gafanomics - Quarterly - Episode 4 (Q4FY19) Fabernovel
 
Digital 2021: The state of the internet
Digital 2021: The state of the internetDigital 2021: The state of the internet
Digital 2021: The state of the internetWe Are Social
 
Carat Trends 2021 - The Year of Emotionally Intelligent Marketing
Carat Trends 2021 - The Year of Emotionally Intelligent MarketingCarat Trends 2021 - The Year of Emotionally Intelligent Marketing
Carat Trends 2021 - The Year of Emotionally Intelligent Marketingdentsu
 
Digital 2020 Global Digital Overview (January 2020) v01
Digital 2020 Global Digital Overview (January 2020) v01Digital 2020 Global Digital Overview (January 2020) v01
Digital 2020 Global Digital Overview (January 2020) v01DataReportal
 

What's hot (20)

The eSports Ecosystem - From Nerd Niche to Mainstream Market
The eSports Ecosystem - From Nerd Niche to Mainstream MarketThe eSports Ecosystem - From Nerd Niche to Mainstream Market
The eSports Ecosystem - From Nerd Niche to Mainstream Market
 
2017 Technology Predictions - GP.Bullhound
2017 Technology Predictions - GP.Bullhound2017 Technology Predictions - GP.Bullhound
2017 Technology Predictions - GP.Bullhound
 
Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...
Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...
Liberation from Location: Ericsson ConsumerLab Insight Report, Latin America ...
 
dentsu 2022 media trends
dentsu 2022 media trendsdentsu 2022 media trends
dentsu 2022 media trends
 
U.S. Technology Funding -- What's Going On?
U.S. Technology Funding -- What's Going On? U.S. Technology Funding -- What's Going On?
U.S. Technology Funding -- What's Going On?
 
Bitsxbricks Startup Indonesia Whitepaper by MDI Ventures
Bitsxbricks Startup Indonesia Whitepaper by MDI VenturesBitsxbricks Startup Indonesia Whitepaper by MDI Ventures
Bitsxbricks Startup Indonesia Whitepaper by MDI Ventures
 
Newspaper Of The Future
Newspaper Of The FutureNewspaper Of The Future
Newspaper Of The Future
 
Deloitte Telecom Predictions 2010
Deloitte Telecom Predictions 2010Deloitte Telecom Predictions 2010
Deloitte Telecom Predictions 2010
 
Dan e4m-digital-report-2019-c1
Dan e4m-digital-report-2019-c1Dan e4m-digital-report-2019-c1
Dan e4m-digital-report-2019-c1
 
Geoff Cook
Geoff CookGeoff Cook
Geoff Cook
 
Mobile future of newspapers
Mobile future of newspapersMobile future of newspapers
Mobile future of newspapers
 
The #BigData Dilemna
The #BigData Dilemna The #BigData Dilemna
The #BigData Dilemna
 
Most Contagious2009
Most Contagious2009Most Contagious2009
Most Contagious2009
 
Internet trends 2015.05.27 | KPCB Internet trends 2015
Internet trends 2015.05.27 | KPCB Internet trends 2015Internet trends 2015.05.27 | KPCB Internet trends 2015
Internet trends 2015.05.27 | KPCB Internet trends 2015
 
Investment Trends: Where to invest your attention in 2015
Investment Trends: Where to invest your attention in 2015 Investment Trends: Where to invest your attention in 2015
Investment Trends: Where to invest your attention in 2015
 
SXSW 2015 - VCCP Trend Report
SXSW 2015 - VCCP Trend ReportSXSW 2015 - VCCP Trend Report
SXSW 2015 - VCCP Trend Report
 
Gafanomics - Quarterly - Episode 4 (Q4FY19)
Gafanomics - Quarterly - Episode 4 (Q4FY19) Gafanomics - Quarterly - Episode 4 (Q4FY19)
Gafanomics - Quarterly - Episode 4 (Q4FY19)
 
Digital 2021: The state of the internet
Digital 2021: The state of the internetDigital 2021: The state of the internet
Digital 2021: The state of the internet
 
Carat Trends 2021 - The Year of Emotionally Intelligent Marketing
Carat Trends 2021 - The Year of Emotionally Intelligent MarketingCarat Trends 2021 - The Year of Emotionally Intelligent Marketing
Carat Trends 2021 - The Year of Emotionally Intelligent Marketing
 
Digital 2020 Global Digital Overview (January 2020) v01
Digital 2020 Global Digital Overview (January 2020) v01Digital 2020 Global Digital Overview (January 2020) v01
Digital 2020 Global Digital Overview (January 2020) v01
 

Viewers also liked

Think Again: Media + Tech 2014
Think Again: Media + Tech 2014Think Again: Media + Tech 2014
Think Again: Media + Tech 2014Activate
 
What Will Matter For Media-Tech
What Will Matter For Media-TechWhat Will Matter For Media-Tech
What Will Matter For Media-TechActivate
 
Activate: What Matters
Activate: What MattersActivate: What Matters
Activate: What MattersActivate
 
Exploiting The Potential Of Big Data
Exploiting The Potential Of Big DataExploiting The Potential Of Big Data
Exploiting The Potential Of Big DataActivate
 
Activate Tech and Media Outlook 2016
Activate Tech and Media Outlook 2016Activate Tech and Media Outlook 2016
Activate Tech and Media Outlook 2016Activate
 
26 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 201826 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 2018Brian Solis
 

Viewers also liked (6)

Think Again: Media + Tech 2014
Think Again: Media + Tech 2014Think Again: Media + Tech 2014
Think Again: Media + Tech 2014
 
What Will Matter For Media-Tech
What Will Matter For Media-TechWhat Will Matter For Media-Tech
What Will Matter For Media-Tech
 
Activate: What Matters
Activate: What MattersActivate: What Matters
Activate: What Matters
 
Exploiting The Potential Of Big Data
Exploiting The Potential Of Big DataExploiting The Potential Of Big Data
Exploiting The Potential Of Big Data
 
Activate Tech and Media Outlook 2016
Activate Tech and Media Outlook 2016Activate Tech and Media Outlook 2016
Activate Tech and Media Outlook 2016
 
26 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 201826 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 2018
 

Similar to Redefiners: Capturing Media Growth Dollars

Activate media-growth
Activate media-growthActivate media-growth
Activate media-growthVera Kovaleva
 
Activate Media Growth
Activate Media Growth Activate Media Growth
Activate Media Growth MotivationDays
 
Design2Disrupt: Mark Plakias (Orange Institute) - Unicorns, Startups & Giants
Design2Disrupt: Mark Plakias (Orange Institute) -   Unicorns, Startups & GiantsDesign2Disrupt: Mark Plakias (Orange Institute) -   Unicorns, Startups & Giants
Design2Disrupt: Mark Plakias (Orange Institute) - Unicorns, Startups & GiantsVINTlabs | The Sogeti Trendlab
 
Accenture outlook-journal-february-2013
Accenture outlook-journal-february-2013Accenture outlook-journal-february-2013
Accenture outlook-journal-february-2013ruttens.com
 
The API Economy (with speaker notes)
The API Economy (with speaker notes)The API Economy (with speaker notes)
The API Economy (with speaker notes)James Parton
 
Platform Business Models: Implications for Value Creation
Platform Business Models: Implications for Value CreationPlatform Business Models: Implications for Value Creation
Platform Business Models: Implications for Value CreationRobin Teigland
 
Fahrenheit 212: Big Entrepreneurship
Fahrenheit 212: Big EntrepreneurshipFahrenheit 212: Big Entrepreneurship
Fahrenheit 212: Big EntrepreneurshipFahrenheit 212
 
Start Innovating Already: 13 Poisons to Open Innovation
Start  Innovating Already: 13 Poisons to Open InnovationStart  Innovating Already: 13 Poisons to Open Innovation
Start Innovating Already: 13 Poisons to Open InnovationLisa Thorell
 
Future Of Advertising Webinar Full Deck
Future Of Advertising Webinar Full DeckFuture Of Advertising Webinar Full Deck
Future Of Advertising Webinar Full DeckTroy Centazzo
 
Interactive Minds Digital Summit 2016
Interactive Minds Digital Summit 2016Interactive Minds Digital Summit 2016
Interactive Minds Digital Summit 2016Andrew Kolb
 
Redefining Boundaries
Redefining BoundariesRedefining Boundaries
Redefining BoundariesPeter Tutty
 
Introducing The Open Business Program
Introducing The Open Business ProgramIntroducing The Open Business Program
Introducing The Open Business Programninety10group
 
Introducing the Open Business Program
Introducing the Open Business ProgramIntroducing the Open Business Program
Introducing the Open Business Programdavid cushman
 
Haydn presentation transforming innovation
Haydn presentation transforming innovationHaydn presentation transforming innovation
Haydn presentation transforming innovationHaydn Shaughnessy
 
End of Advertising As We Know It
End of Advertising As We Know ItEnd of Advertising As We Know It
End of Advertising As We Know ItDan St. Peter
 

Similar to Redefiners: Capturing Media Growth Dollars (20)

Activate media-growth
Activate media-growthActivate media-growth
Activate media-growth
 
Activate Media Growth
Activate Media Growth Activate Media Growth
Activate Media Growth
 
Design2Disrupt: Mark Plakias (Orange Institute) - Unicorns, Startups & Giants
Design2Disrupt: Mark Plakias (Orange Institute) -   Unicorns, Startups & GiantsDesign2Disrupt: Mark Plakias (Orange Institute) -   Unicorns, Startups & Giants
Design2Disrupt: Mark Plakias (Orange Institute) - Unicorns, Startups & Giants
 
Accenture outlook-journal-february-2013
Accenture outlook-journal-february-2013Accenture outlook-journal-february-2013
Accenture outlook-journal-february-2013
 
The API Economy (with speaker notes)
The API Economy (with speaker notes)The API Economy (with speaker notes)
The API Economy (with speaker notes)
 
The Paradox of Scale
The Paradox of ScaleThe Paradox of Scale
The Paradox of Scale
 
Platform Business Models: Implications for Value Creation
Platform Business Models: Implications for Value CreationPlatform Business Models: Implications for Value Creation
Platform Business Models: Implications for Value Creation
 
Fahrenheit 212: Big Entrepreneurship
Fahrenheit 212: Big EntrepreneurshipFahrenheit 212: Big Entrepreneurship
Fahrenheit 212: Big Entrepreneurship
 
Start Innovating Already: 13 Poisons to Open Innovation
Start  Innovating Already: 13 Poisons to Open InnovationStart  Innovating Already: 13 Poisons to Open Innovation
Start Innovating Already: 13 Poisons to Open Innovation
 
Future Of Advertising Webinar Full Deck
Future Of Advertising Webinar Full DeckFuture Of Advertising Webinar Full Deck
Future Of Advertising Webinar Full Deck
 
Sample2
Sample2Sample2
Sample2
 
Interactive Minds Digital Summit 2016
Interactive Minds Digital Summit 2016Interactive Minds Digital Summit 2016
Interactive Minds Digital Summit 2016
 
Redefining Boundaries
Redefining BoundariesRedefining Boundaries
Redefining Boundaries
 
Top 10 disruptive companies to watch in 2019
Top 10 disruptive companies to watch in 2019Top 10 disruptive companies to watch in 2019
Top 10 disruptive companies to watch in 2019
 
Introducing The Open Business Program
Introducing The Open Business ProgramIntroducing The Open Business Program
Introducing The Open Business Program
 
Introducing the Open Business Program
Introducing the Open Business ProgramIntroducing the Open Business Program
Introducing the Open Business Program
 
The Industry Software Revolution
The Industry Software RevolutionThe Industry Software Revolution
The Industry Software Revolution
 
Making Strategy Real
Making Strategy RealMaking Strategy Real
Making Strategy Real
 
Haydn presentation transforming innovation
Haydn presentation transforming innovationHaydn presentation transforming innovation
Haydn presentation transforming innovation
 
End of Advertising As We Know It
End of Advertising As We Know ItEnd of Advertising As We Know It
End of Advertising As We Know It
 

Recently uploaded

Beyond Numbers A Holistic Approach to Forensic Accounting
Beyond Numbers A Holistic Approach to Forensic AccountingBeyond Numbers A Holistic Approach to Forensic Accounting
Beyond Numbers A Holistic Approach to Forensic AccountingYourLegal Accounting
 
HAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future ProspectsHAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future ProspectsRajesh Gupta
 
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptxThompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptxtmthompson1
 
Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312LR1709MUSIC
 
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...BabaJohn3
 
Unlocking Growth The Power of Outsourcing for CPA Firms
Unlocking Growth The Power of Outsourcing for CPA FirmsUnlocking Growth The Power of Outsourcing for CPA Firms
Unlocking Growth The Power of Outsourcing for CPA FirmsYourLegal Accounting
 
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© رnafizanafzal
 
Elevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO ServicesElevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO ServicesHaseebBashir5
 
Moradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in PenacovaMoradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in Penacovaimostorept
 
Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsCaitlinCummins3
 
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deckPitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deckHajeJanKamps
 
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdfThe Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdfbelieveminhh
 
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.daisycvs
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...Khaled Al Awadi
 
Jual Obat Aborsi Di Sibolga wa 0851/7541/5434 Cytotec Misoprostol 200mcg Pfizer
Jual Obat Aborsi Di Sibolga wa 0851/7541/5434 Cytotec Misoprostol 200mcg PfizerJual Obat Aborsi Di Sibolga wa 0851/7541/5434 Cytotec Misoprostol 200mcg Pfizer
Jual Obat Aborsi Di Sibolga wa 0851/7541/5434 Cytotec Misoprostol 200mcg PfizerPusat Herbal Resmi BPOM
 

Recently uploaded (20)

Beyond Numbers A Holistic Approach to Forensic Accounting
Beyond Numbers A Holistic Approach to Forensic AccountingBeyond Numbers A Holistic Approach to Forensic Accounting
Beyond Numbers A Holistic Approach to Forensic Accounting
 
HAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future ProspectsHAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future Prospects
 
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptxThompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
 
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di DepokObat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
 
Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312
 
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
 
Unlocking Growth The Power of Outsourcing for CPA Firms
Unlocking Growth The Power of Outsourcing for CPA FirmsUnlocking Growth The Power of Outsourcing for CPA Firms
Unlocking Growth The Power of Outsourcing for CPA Firms
 
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![©  ر
00971508021841 حبوب الإجهاض في دبي | أبوظبي | الشارقة | السطوة |❇ ❈ ((![© ر
 
Elevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO ServicesElevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO Services
 
Moradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in PenacovaMoradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in Penacova
 
Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metrics
 
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di PasuruanObat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
 
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deckPitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
 
Home Furnishings Ecommerce Platform Short Pitch 2024
Home Furnishings Ecommerce Platform Short Pitch 2024Home Furnishings Ecommerce Platform Short Pitch 2024
Home Furnishings Ecommerce Platform Short Pitch 2024
 
WAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdfWAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdf
 
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di MalangObat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
 
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdfThe Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
 
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
 
Jual Obat Aborsi Di Sibolga wa 0851/7541/5434 Cytotec Misoprostol 200mcg Pfizer
Jual Obat Aborsi Di Sibolga wa 0851/7541/5434 Cytotec Misoprostol 200mcg PfizerJual Obat Aborsi Di Sibolga wa 0851/7541/5434 Cytotec Misoprostol 200mcg Pfizer
Jual Obat Aborsi Di Sibolga wa 0851/7541/5434 Cytotec Misoprostol 200mcg Pfizer
 

Redefiners: Capturing Media Growth Dollars

  • 1. RedefineRs: CaptuRing Media www.activate.com gRowtH dollaRs
  • 2. IN THE NEXT 3 YEARS 325 BILLION GROWTH DOLLARS WILL GO TO THOSE WHO REDEFINE THE MEDIA BUSINESS Source: Activate analysis and estimates; Veronis Suhler, 9/10; PWC, 6/10; eMarketer, 2011; Yankee, 2011; Analyst Reports & Company Data, 2010/2011 2
  • 3. MEDIA COMPANIES HAVE A CHANCE REDEFINERS TO BE THE 3
  • 4. growth from ExISTING media businesses MEDIA GROWTH growth from DOLLARS NEW media businesses 4
  • 5. NEW BuSINESS GROWTH MATTERS MOST $325 BILLION MEDIA GROWTH DOLLARS $212 billion $1.4 trillion new business growth [15% p.a.] $113 billion existing business growth $1.1 trillion [3% p.a.] 2010 Source: Activate analysis and estimates; Veronis Suhler, 2014 9/10; PWC, 6/10; eMarketer, 2011; Yankee, 2011; Analyst Reports & Company Data, 2010/2011 5
  • 6. WHO WILL WIN? 6
  • 7. THIS PRESENTATION: HOW MEDIA COMPANIES CAN BuILD NEW GROWTH BuSINESSES THE REDEFINERS A new generation of upstarts has an advantage in winning media growth dollars, scaling quickly with new cheap technologies. To compete, media companies need to become redefiners themselves. HACK THE ORGANIZATION Media companies will create more value from building, rather than acquiring, emerging digital businesses. ‘Hacking’ – creating a virtual startup outside the organization – enables a build-first strategy. AN UNFAIR ADVANTAGE Companies that want to gain an advantage in creating the next wave of media businesses must face the challenge of combining content and technology to build new user experiences. REDEFINING STRATEGY Strategies must address the fact that there will be multiple business models, audiences, devices and platforms. Companies need to determine how to win as their businesses are being redefined. 7
  • 8. THE hack the AN UNFAIR REDEFINING REDEFINERS organization ADVANTAGE STRATEGY 8
  • 9. WHO ARE THE REDEFINERS? Businesses Born at the intersection of tech and media driven By human experience first, Business model follows will Be the ones to win the Battle for growth dollars 9
  • 10. REDEFINERS ARE FREE FROM THE LIABILITy OF LEGACy UnbUrdened by legacy constraints tHey can tHrive even witH lower margins TradiTional righTs Distribution Deals ContraCts Production and editorial models 10
  • 11. Today redefiner 11
  • 12. REDEFINERS: SuCCESSORS TO DISRuPTORS DISRUPTORS REDEFINERS Driven by technology NATIVE TO THE WEB AND APPS ERA Focus on targeting the periphery FOCuS ON BETTER SERVING oF incumbent companies’ business INCuMBENTS’ CORE CuSTOMERS removes the value or revenues From an establisheD market DRIVEN By A BETTER ExPERIENCE result is chaos RESuLT IS A NEW BuSINESS 12
  • 13. WHO WILL REDEFINE yOuR BuSINESS? IF IT’S NOT yOu 13
  • 15. expect hits from nowhere ONE GAME PROGRAMMER WORKING ALONE GENERATES 2 MILLION PAYING DOWNLOADS AND OVER $30 MILLION IN REVENUES IN LESS THAN TWO YEARS. Source: Company data, 4/11 15
  • 16. expect hits from nowhere 140 million downloads of the game in 18 months, creating characters that spawn merchandise & films. Note: Paid & free; includes iOS and other platforms Source: Company data, 3/11 16
  • 17. expect hits from nowhere Pioneered location-based aPPs, reaching 500 mm check-ins from 8 mm users in just over two years. Source: Company data, 3/11 17
  • 18. expect hits from nowhere Instagram iPhone APP showing PotentiAl for hyPer-growth by reAching 1MM users in 8 weeks And 3MM in 9 Months. Source: Company data, 4/11 18
  • 19. expect hits from nowhere Most popular Music subscription service, with over 10% of 10 MM users choosing to pay freeMiuM subscription. Note: Based off total number of free users Source: Activate analysis of company and industry data, 2010/2011 19
  • 20. expect hits from nowhere 25MM USERS, STANDING OFF COMPETITION FROM AMAZON, GOOGLE AND MICROSOFT. Note: Grew from 4MM users in 2010 Source: Company data, 4/11 20
  • 21. expect hits from nowhere HITS yET TO COME 21
  • 22. REDEFINERS DON’T WANT ALL THE CuSTOMERS, they want the MOST VALuABLE Ones. 22
  • 23. Technology Doesn’T sTop WHEN SOMEONE GETS RICH 23
  • 24. TECHNOLOGy DOESN’T STOP WHEN SOMEONE GETS RICH 24
  • 25. the HACk THE AN UNFAIR REDEFINING redefiners ORGANIzATION ADVANTAGE STRATEGY 25
  • 27. yOu CAN Buy TALENT, But You can’t Buy INNOVATION. (And mediA compAnies need To AVoid suckinG The life ouT of Acquired sTArTups) 27
  • 28. THE RARE ACquISITIONS THAT HAVE THRIVED WERE GIVEN SPACE TO INNOVATE ™ 28
  • 30. BuILDING yIELDS GROWTH DOLLARS 30
  • 31. BuILDING A NEW BuSINESS MEANS HACkING yOuR ORGANIzATION 31
  • 32. HOW TO HACk yOuR ORGANIzATION Work outside of the media company org chart Liberate team from the Legacy business compLiance and constraints aLLoW the team to Work independentLy focus on buiLding neW (vs protecting the oLd) 32
  • 33. HACkING MEANS BuILDING A VIRTuAL STARTuP 33
  • 34. BuILD A VIRTuAL STARTuP: USE TODAY’S ASSETS AS THE SEED FOR TOMORROW’S NEW BUSINESS THINK ABOUT YOUR GOALS FIRST, AND RISKS SECOND PUT A STRONG LEADER IN CHARGE, NOT A COMMITTEE OPTIMIZE FOR GROWTH, NOT SHORT TERM MARGINS DRAW THE BEST TALENTS FROM WHEREVER YOU CAN FIND THEM 34
  • 35. THE HEIST FILM STARTuP MODEL ASSEMBLE THE BEST TEAM FOR THE JOB 35
  • 36. HACKING THE ORGANIZATION ENABLES A BuILD-FIRST STRATEGy 36
  • 38. & ACTING AS AN INDEPENDENT NIMBLE VIDEO STARTUP HELPED HULU ATTRACT A WEB SCALE AUDIENCE INCLUDING 1 MM PAyING USERS. Source: Company data, 4/11 38
  • 39. Conde nast worked with aCtivate to assemble a virtual startup to build the first-ever massively multiplayer magazine. 39
  • 40. & UniqUe mUlti-media celebrity-news bUsiness: television show, app and website; watched by 2.1m tv hoUseholds nightly and 16m UniqUe visitors per month. Note: TV show ratings and website traffic Source: The Nielsen Company, 2010/2011 40
  • 41. THE ANDROID TEAM LAUNCHED LIKE A STARTUP WITHIN GOOGLE, GROWING FROM NO MARKET PRESENCE INTO THE MOST POPULAR SMARTPHONE PLATFORM IN A FIERCELY COMPETITIVE MARKET. Note: Based on share of U.S. smartphone subscribers as of January 2011 Source: Comscore, 3/11; The Nielsen Company, 3/11 41
  • 42. yOu’RE A MEDIA COMPANy NOT A DATA CENTER 42
  • 43. DON’T INVENT TECHNOLOGy CMS database real-time messaging search ONCE-COstly tEChNOlOgy CapabilitiEs arE NOw availablE as frEE Or OpEN sOurCE iNvEst iN thE parts that arE uNiquE tO yOur busiNEss yOu CaN makE a grEat ExpEriENCE by CONNECtiNg thEsE piECEs tEChNOlOgy EvOlutiON is ONly gOiNg tO gEt fastEr 43
  • 44. hacked organizations THRIVE AS TECHNOLOGy EVOLVES 44
  • 45. LEARNING FROM REDEFINERS UX FIRST LOW COST LAUNCH + LEARN TAKE FROM THE BEST IDEAS FAST IS BETTER THAN PERFECT 45
  • 46. the hack the AN uNFAIR REDEFINING redefiners organization ADVANTAGE STRATEGY 46
  • 47. EVERy STARTuP WISHES THEy HAD GREAT CONTENT 47
  • 48. quALITy CONTENT is an uNFAIR ADVANTAGE 48
  • 49. CONTENT COMBINED WITH TECH DELIVERS NEW ExPERIENCES 49
  • 50. over time TECH BECOMES A COMMODITy, CONTENT DOES NOT. 50
  • 51. quALITy CONTENT can make it cheaper to BuILD an audience Buy than to one. 51
  • 52. quALITy MATTERS: CONTENT FARM SuBSIDIES ARE DEAD Factory Farms are as unhealthy For content as they are For Food Businesses which treat users like cattle are vulneraBle to Being redeFined By those creating For actual humans, instead oF search engine roBots 52
  • 53. quALITy DEMANDS A NATIVE ExPERIENCE ON EVERy DEVICE Fully exploit the Features, Formats and experiences oF each platForm don’t create shovelware 53
  • 54. AND MORE DEVICES MATTER No platform wiNNer takes all: there will Never be aNother wiNdows it’s Not just oNe persoN, oNe device plaN for dozeNs of platforms aNd billioNs of devices today, aNd a New successful device every moNth platform promiscuity is a virtue 54
  • 55. REDEFINED MEDIA COMPANIES DON’T JuST MAkE MEDIA, THEy HELP PEOPLE CREATE MEDIA 55
  • 56. yOuR FINISHED PRODuCT IS THEIR RAW MATERIAL The momenT qualiTy media is released To The world isn’T The end of The process, iT’s The beginning. 56
  • 57. MASSES MANuFACTuRE LET THE WON’T JUST SHARE YOUR CONTENT, THEY WILL THE AUDIENCE REMIX IT AND TURN IT INTO PHYSICAL GOODS. 57
  • 58. the hack the AN UNFAIR REDEFINING redefiners organization ADVANTAGE STRATEGy 58
  • 59. it’s not a DIGITAL STRATEGy it’s a STRATEGy 59
  • 60. STARTuPS OVERuSE THE WORD PIVOT BUT IT’S STILL AN IMPORTANT IDEA FOR MEDIA COMPANIES 60
  • 61. WHy IS EVERyONE TALkING ABOuT “PIVOT”? RedefineRs know they need to change diRection when new oppoRtunities demand it media gRowth RequiRes continually aligning the business to the customeR to gRow, a media business can piVot by changing audiences, pRoducts, content, functionality, inteRnational maRkets oR foRmats 61
  • 62. Bringing The PIVOT TO BIG BuSINESSES from magazine publisher to continuity marketer for books, video, events in health and wellness from giant screen documentaries at museum theaters to mainstream blockbuster 2d/3d films in multiplexes from mailing dvds to streaming from “the point” group organizing to group buying 62
  • 63. GROW A WEB-SCALE AuDIENCE 100 million web: success The Apps business is fundAmenTAlly differenT from The Web business Apps don’T (yeT!) go virAl The WAy WebsiTes do App Audiences Are A differenT scAle, requiring A differenT kind of AdverTising business 1 million apps: success 63
  • 64. uSE APIs AS MEDIA BIz DEV 2.0 Facebook GooGle’s TwiTTer AMAZON NEEDS is not always neither Good followers are noT TO BE NAVIGATED your Friend nor evil a digiTal sTraTegy CAREFULLY PartnershiPs should start from what PeoPle want, not what comPanies want use social networks as a Platform don’t just send your biz devs to the meeting, also send your develoPers 64
  • 65. GIVE PEOPLE A REASON TO PAy Most new successes will be in the freeMiuM Model custoMers care what the price is, not what your costs are $$$$$$ assuMe that pricing will evolve as an iterative conversation with custoMers 65
  • 66. MAkE ADVERTISING ACCOuNTABILITy AN OPPORTuNITy Focus on measurability, not cPc resPonse rates Don’t conFuse social meDia metrics with real aDvertising metrics strategy must anticiPate a Future where every imPression can be connecteD to real consumer behavior 66
  • 67. REDEFINERS WILL WIN. 67
  • 68. TO CAPTuRE MEDIA GROWTH DOLLARS, BECOME A REDEFINER HACK THE ORGANIZATION BUILD NEW GROWTH BUSINESSES AS VIRTUAL STARTUPS ANTICIPATE HITS FROM NOWHERE PIVOT THE STRATEGY TO EXPLOIT NEW OPPORTUNITIES USE CONTENT AS AN UNFAIR ADVANTAGE CREATE ENGAGING NATIVE EXPERIENCES FOR EVERY AUDIENCE 68
  • 69. CREATED By Michael J. Wolf Michael@activate.coM tWitteR: @MJW anil Dash anil@activate.coM tWitteR: @anilDash Michele anDeRson Michele@activate.coM tWitteR: @Micheleactivate hiMesh Bhise hiMesh@activate.coM tWitteR: @hiMeshBhise chRistopheR MoRf chRis@activate.coM tWitteR: @chRisMoRf © 2011 Activate Text CC BY - SA Please remix and reuse this presentation by attributing and linking it to: http://activate.com/redefiners 69