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A Revolution in Media Affairs

A Revolution in Media Affairs. (Technology vs. Content vs. A Whole New Mind). Mark Biddle mark@deepdivestudios.com. The Bottom Line. Industries related to professional / digital media are going through a major transition... ... which will never stop. Art Training/ Education

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A Revolution in Media Affairs

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  1. A Revolution in Media Affairs (Technology vs. Content vs. A Whole New Mind) Mark Biddle mark@deepdivestudios.com

  2. The Bottom Line Industries related to professional / digital media are going through a major transition... ... which will never stop... • Art • Training/ Education • Marketing • Socializing • Music • News • Film • Literature • Games ... and it has important implications wrt systems engineering.

  3. Recommended Reading List

  4. The Long Tail • Shelf space costs money. • “Brick and mortar” stores make money only on top sellers. • Internet distribution can make money on “the long tail.” Top sellers Popularity Everything else Titles

  5. Cult of the Amateur Technology is enabling the masses. Is it taking media-based business out of the hands of professionals and turning it over to amateurs? Is it lowering the bar on quality? • Virgin Megastore Times Square closing • Rocky Mountain News newspaper folds • iReports • e-books • YouTube / Vimeo / Eyespot / Google Video / Video Egg / ... • MySpace /Facebook /Twitter /LinkedIn /... • Wikipedia • Second Life / GameCore 2.0 • Xbox or PS3 = $50M super computer from 1996 • http://www.hulu.com/watch/89573/zombie-girl

  6. A Whole New Mind It’s not enough to be technically functional and efficient. Attention must also be paid to aesthetics. Technical functionality is relatively common, whereas “the edge” is achieved by creativity, quality, and understanding of things like emotional intelligence are in demand. • Forester Research: 3.3 million white collar jobs and $136 billion in wages will shift from US to low-cost countries like India, China, and Russia by 2015. • 48% of GE software is developed in India (2006) • Designer toilet brush by Michael Graves • Book Trailers – ex. http://www.squidoo.com/booktrailers

  7. M2M (Machine to Machine) Information & computing technology enabling remote human and machine interaction with physical, chemical, and biological systems and processes. • Enterprise Infrastructure Mgmt (interoperate w/ mgmt systems & value chains) • Data Centers (interconnect all IT/building automation to universal data log) • Oil and Gas (well owners collect data on flow rates, pressures, tank levels...) • Manufacturing (detect problems on auto assembly line, schedule maint,...) • Facility Mgmt (monitor equip. operation, energy use, maintenance, ...) • Transportation (remotely put Amber alerts on signs, roadside assistance, ...) • Health Care (remote diagnostics & early warnings) • Insurance (GPS positioning for accident reports, pay-as-you-use services,...) • Fleet Mgmt (embedded vehicle controllers) • Sensor Networks (complex batch polling operations, ... ) • Vending (accept credit cards, report back to operations center, ...) • Building/Home Automation (computerized HVAC, access control, ...) • Security Systems (locate to specific sensor, trigger business rules, ...) • Unified Platforms (same baseline on a family of systems, ... )

  8. Kids These Days • Generation Y (the “millenial” generation) • 1983-1992 • 3 x “generation X”, 72M short of baby boomers • “trophy generation”, “no one loses”, sense of entitlement, expect workplace to fit to their life instead of vice versa. • Need to feel they are making a difference, instant communications, remote workplaces and flexibility • Technically savvy: 97% own computer, 94% cell phone, 56% MP3, 76% IM, 92% multitask while IM’ing, 40% news from TV, 34% news internet, 65% Facebook. • Generation Z (the “net generation” or the “iGeneration”) • mid 1990’s – 2000’s (younger than 16) • “Digital Natives”: used to mature technologies, less conflict w/parents.

  9. Kids These Days • Changing character of the workplace • “Swarming” (adaptive, autonomous, self configuring, self calibrating, self identifying, self reorganizing, self healing, self powering, inexpensive) • Learning-by-doing • Fungible media (identity mgmt, rights mgmt, authentication, funds xfer, service location, digital economy, consumer rights mgmt, ...) • Ad hoc teaming • Integration of the physical, virtual and imaginary • Transcendental, transcultural, transgenerational

  10. Example #1 (The Blair Witch Project) • Horror film: Released 1999 • $20-$25K to wrap principle photography. • $100K for print and sound mix for Sundance • Artisan Entertainment buys license for $500K • Grossed $248 million world wide. • Directors: Eduardo Sanches, Daniel Myrick • (UCF grads) • One of the first commercially successful films to • be marketed primarily on the internet

  11. Example #2 (Pop Artist Lily Allen) • Rejected by many labels initially. • Signed with London Records in 2002 • but was released. • Started publishing demos on MySpace in 2005. • Accumulated 10’s of thousands MySpace friends. • Observer Monthly Magazine published a story. • 2008 5th most popular musical act on MySpace. • Jan 2009, album sold 960,000 copies UK, • 520,000 copies US. • Feb 2009, 448,000 MySpace friends.

  12. Example #3 (Sophie Merry) • Animator from Dublin Ireland. • For fun, created a dancing video on YouTube. • “Groovey Dancing Girl” by BandyToaster. • Video went “viral” - 1 million view in the first year. • 2 million 1 month later. • Got an offer to be the product model for • French clothing line Etam.

  13. Other Success Stories • YouTube.com : Uploading and sharing of videos. 2006, Google acquired • for $1.6 Billion in stock. • PlentyOfFish.com: Free on line dating service. • Started by 1 guy, Markus Frind. Makes $10K/day. • Bebo.com: Social networking site started by 2 guys, Michael and Xochi Birch. • Grew to 40 million members. March 2008 AOL purchased for • $850 million. • Bluelithium.com: Advertising network launched by Gurbaksh Chahal age 25. • Yahoo purchased for $300 million October 2007. • JohnChow.com: Blogger. Makes up to $30k / month. • Last.fm: On line radio station started in UK. Acquired by CBS Interactive • for $280 million May 2007.

  14. 1 More Example (Novel Trailer Production) Concept – Design – Production – Distribution – Marketing

  15. What does this mean wrt SE? • Changing team structures • Smaller core teams with greater capabilities (more breadth vs. depth). • More dynamic, distributed, virtual, and ad hoc. • Right Brain Integration • Emotional Intelligence and aesthetics as design parameters. • The social footprint is architecturally significant. • Changing economic patterns (what people buy and how they buy it). • Include distribution & marketing in the SE process. • Niche markets are viable (selection, customization & tailoring). • M2M (significantly increase the amount of available data & information) • Knowledge engineering becomes critical. Management / Marketing Concept - Rqmnts/Arch - Design - Test/Int -Prod - Dist - Maint

  16. Summary Industries related to professional / digital media are going through a major transition... ... which will never stop... ... and it has important implications wrt systems engineering. Mark Biddle , mark@deepdivestudios.com Web Site: www.deepdivestudios.com Facebook: deepdivestudios Twitter: @deepdivestudios

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