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Beyond Digital
Global trends on connecting
media & entertainment to
the future
Kasper Risbjerg
Social Business Manager @ IBM
@kasperrisbjerg
dk.linkedin.com/in/kasperrisbjerg/
Greater digital connectedness is here to
stay
• Worldwide, consumers increasingly
expect content on demand wherever
they are – all the time.
• 78% identified themselves as digital
device adopters; of these, more than
half report reading newspapers online.
• “Connected living” is impacting almost
every aspect of our daily lives
• Emotional dependency on technology
People check their smart phones an average of 34 times per
day
More video is uploaded to YouTube in
one month than the three major U.S.
networks created in 60 years
Digital Device Adoption
Early adopter 12%
Mainstream consumer
35% Late adopter 32%
Straggler 21%
A Tipping Point
“the moment of critical mass, the threshold, the
boiling point, where little things make a big
difference”
- Gladwell
How connected
consumers want to
consume content
Viewing on demand
• Over half of early adopters and
mainstream consumers consume
online video such as Hulu and
Netflix
• 71 percent of adults use video on
demand sites. Parents are the
largest user group – not just young
adults
• 81 percent visit sites like YouTube
Non-linear viewing
• Consumers are increasingly
distracted
• Three-fourths of adults reported
surfing the web while watching TV
• No longer passive consumers of
media
Mobile access
• The “place-shifting” capability
• +50% of early adopters and
mainstream consumers regularly
access content on their smart
phones or other portable devices
• In 2015: a gap of 780.8 million
mobile devices vs. 479.1 million
PCs
Social consumption
• Consuming anywhere while
connecting with people everywhere
• Social content consumption have
also reached a critical mass
worldwide
• 41% upload photos
• 44% post messages
• 52% engage in social networking
• 64% text friends
… while watching TV
Challenges presented by the changing media
landscape
Content cannibalization is real
• Traditional media and devices are in
decline
• Breaking news is widely available on
their own sites and on social networking
sites
• +2x as many consumers use online
sources for breaking news than printed
newspapers
• Consumers are showing signs of “cord
shaving” – and even “cord cutting”
Mass audiences are shattering
• Mass audiences are splintering into
behavioral micro-segments
• Age is far less meaningful than before in
differentiating micro-segments
• Contrary to popular belief, not all early
digital adopters are college age
• 65% of consumers aged 55-64 report
surfing the Web and texting with friends
while watching TV
• Same goes for 49% of consumers aged
65+
• 52-75% uses all of digital content services
Digital revenue streams have
yet to deliver value that is
comparable to traditional models
Ad-supported models have
yielded a substantially lower
return than broadcast TV, for
example
More than two-thirds of early
adopters are willing to pay for
content
Digital revenue
models generate less revenue
Go beyond digital to deliver customized
experiences
Act like a B2C company
• Build direct consumer interactions,
where feasible
• Access and aggregate any direct
consumer information you can
• Wring out compelling consumer insights
down to relevant micro-behavioral
segmentation levels.
• Use deep consumer understanding to
tightly pull together the players together
Target consumers based on their “digital
personalities”
Providing tailored customer experiences
require insightful consumer profiles that
include digital behavioral personas.
• Profiling consumers on their willingness to
access content and their behaviors in
interacting with and immersing in it
• Using historical “structured” behavioral
selections as well as real-time
“unstructured” data to complete the picture.
Target consumers based on their “digital
personalities”
Efficiency Experts
• 41% of the global sample
• These consumers see the adoption of
digital devices and services as a way to
make life easier
• “The path of least resistance”
Content Kings
• 9% of the global sample
• Dedicated gamers, newshounds, movie
buffs, music lovers and TV fans
• Content Kings want an “all-access
pass” to content
Social Butterflies
• 15% of the global sample
• Social Butterflies cannot imagine not
being able to instantly access any of
their friends, regardless of time or place
• Highly addictive to social media and
their smartphones
Connected Maestros
• 35% of the global sample
• Connected Maestros combine the
behaviors of Content Kings and Social
Butterflies with even more sophisticated
behaviors
• Connected Maestros, with their “always
on” behaviors, are a window into the
future
• 32% of Connected Maestros are early
adopters compared to < 5% of the other
digital personalities
Deliver relevant, enhanced experiences
To be relevant, differentiated customer
experiences have enhanced characteristics
• Seamless integration across devices
• Being personal, insightful, relevant and
contextual
• Immersive, with lines blurred between
being a spectator and being a participant
• Social embedded into the content
Consumers say they look forward to
interacting more personally with digital content
Deliver relevant, enhanced experiences with
Analytics
• A wealth of real-time data is available
• Aggregate a total picture of a consumer’s digital personality,
habits and priorities across touchpoints
• Integrate past and current data to optimize the use of
customer analytics
• Link to advertising based on customer analytics in real-time
• Drive personalized marketing campaigns tailored to a diverse
array of platforms and devices
Deliver relevant, enhanced experiences with
Social
• Identify content that is attractive to targeted customer segments and engages them in real-time
• Provide instantaneous access to a shared experience with others in the throes of the same content/ experience
• Create communities based on common interests and tailor marketing messages for “viral” travel along pre-existing social networks
• Create and cultivate brand ambassadors to enhance ratings
• Develop exclusive content for social media users as a customer retention strategy
Connect consumers, content and
monetization
• Consumers want relevant messaging, pricing models that provide choice and flexibility, and a seamless experience across their devices
• New revenue models need to evolve beyond a “one size fits all” mold and offer the relevancy, choice, integration and packaging options consumers demand
• 39% preferred to watch a movie on a website and pay by viewing ads
• 36% preferred a subscription model on tablets
• 36% preferred to pay per use on smartphones
Expansion of a game developer’s revenue
model
• What actions are you taking to build consumer and consumer- style interactions and insights?
• How will you identify the digital personalities of your most important and valuable consumers?
• In what ways can your content be transformed into experiences that leverage analytics and social media?
• What sorts of revenue streams are possible and which payment models should you offer?
Looking ahead
US Open 2012
• Partnership with ESPN and United
States Tennis Association
• 22 years of collecting and delivering
data
• (Predictive) Analytics: real-time updated
statistics, Slam-tracker
• Social: unique profiles, different ways of
interacting
• Accessible everywhere - virtually and
physically
US Open 2012
http://ibm.co/11Mh013
Picture Courtesy Slide 1. - 2. - 3. http://2.bp.blogspot.com/-1hUF6HKY9kI/TgO0wE4NaVI/AAAAAAAAAJU/GSCWyL8VonM/s1600/mac-pc.jpg 4. http://smc219mikeyoo.files.wordpress.com/2011/03/img_0291.jpg 5. http://www.bt.dk/sites/default/files-dk/node-images/940/5/5940199-skorea-entertainment-music-youtube-psy.jpg 6. http://memecrunch.com/meme/3TB3/no-internet-connection/image.png 7. - 8. - 9. - 10. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 11. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 12. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 13. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 14. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 15. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 16. - 17. - 18. http://2.bp.blogspot.com/-1hUF6HKY9kI/TgO0wE4NaVI/AAAAAAAAAJU/GSCWyL8VonM/s1600/mac-pc.jpg 19. - 20. http://stjamesgettysburg.files.wordpress.com/2013/03/reading-newspaper2.jpg & http://images.theage.com.au/2012/05/22/3316414/ipad-art-wide-SPOTIFY2-420x0.jpg 21. - 22. http://swaussie.se/images/2011/coke_169336876.jpg 23. - 24. - 25. - 26. - 27. - 28. - 29. http://www.amsenergy.com/wp-content/uploads/2012/04/experience1.jpeg
30. http://saffrontech.com/wp-content/uploads/sites/4/2012/10/Brain_Complex_data.jpg 31. http://www.gizbot.com/files/2012/01/ill1.jpg 32. http://images.tandf.co.uk/common/jackets/weblarge/978041552/9780415521642.jpg
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