1 / 41

The Bu$iness of Digital Rights

The Bu$iness of Digital Rights. A Vision of Students Today. The Bu$iness of Digital Rights. Michael Wesch is particularly interested in:- Generation Y & Z A.K.A. Millennial Generation Generation Next Net Generation. The Bu$iness of Digital Rights.

hailey
Download Presentation

The Bu$iness of Digital Rights

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Jon White - Publishing Technology - 29th November 2011

  2. The Bu$iness of Digital Rights A Vision of Students Today Jon White - Publishing Technology - 29th November 2011

  3. The Bu$iness of Digital Rights • Michael Wesch is particularly interested in:- • Generation Y & Z • A.K.A. • Millennial Generation • Generation Next • Net Generation Jon White - Publishing Technology - 29th November 2011

  4. The Bu$iness of Digital Rights Generational boundary definitions - Baby Boomers Born 1946-1963 - Early Generation X Born 1963-1977 - Late Generation X Born 1977-1982 - Generation Y Born 1982-1996 - Generation Z Born 1996 - Jon White - Publishing Technology - 29th November 2011

  5. The Bu$iness of Digital Rights Global Population – Past, Current & Future Source – United Nations 2010 Generational Trend Report Jon White - Publishing Technology - 29th November 2011

  6. The Bu$iness of Digital Rights Global Population – Baby Boomers & Gen X versus Gen Y & Z Gen Y Gen Z Baby Boomers Gen X Baby Boomers Gen X Source – United Nations 2010 Generational Trend Report Jon White - Publishing Technology - 29th November 2011

  7. The Bu$iness of Digital Rights • Facts & Figures– Baby Boomers & Gen X versus Gen Y & Z • Bigger than Baby Boomer Generation and 3 X bigger than Gen X. Roughly 52% of the global population is under the age of 30 (Eric Qualman – Socialnomics) • They are highly connected by technology. • They have grown up engaging with the Internet. This had led to their expectation of being able to obtain information at exceedingly rapid speeds. • Both Y & Z are “neo-liberal” and socially conscious • Spurn email for social networking/blogging/twitter Jon White - Publishing Technology - 29th November 2011

  8. The Bu$iness of Digital Rights • Facts & Figures– Baby Boomers & Gen X versus Gen Y & Z • Learn very differently • Gen Y had early experiences of non-digital media and no internet. • Gen Z purely digital and internet media consumption experience. • Multi-taskers. Can easily manage to listen to music, work on the computer and watch television at the same time. • Impatient and instant-minded. • Generation Y are very team focused and Generation Z are more individualistic. Jon White - Publishing Technology - 29th November 2011

  9. The Bu$iness of Digital Rights How is Technology Changing the World of Content? Moore’s Law says:- “……. the number of transistors that can be placed inexpensively on an integrated circuit has doubled approximately every two years.“ Jon White - Publishing Technology - 29th November 2011

  10. The Bu$iness of Digital Rights How is Technology Changing the World of Content? To put Moore’s Law into perspective……. • Over the next 10 years an iPod size device will hold: • a year’s worth of video by the end of 2012 • ALL the commercial music ever created by 2015 • ALL content ever created (in all media) by 2020 Jon White - Publishing Technology - 29th November 2011

  11. The Bu$iness of Digital Rights What are the Implications? Some formats die Jon White - Publishing Technology - 29th November 2011

  12. Looking at it another way……… The Bu$iness of Digital Rights Bref your Recruiter Jon White - Publishing Technology - 29th November 2011

  13. The Bu$iness of Digital Rights Jon White - Publishing Technology - 29th November 2011

  14. The Bu$iness of Digital Rights Jon White - Publishing Technology - 29th November 2011

  15. The Bu$iness of Digital Rights Mobile Use V PC Use – November 2011 • Total Population estimated in November 2011 at 7 billion • PC Ownership = 1.4 billion • PC Ownership with Internet connectivity = 1.37 billion • Mobile subscriptions with Internet connectivity = 5.3 billion. 3.6 billion of these are in emerging markets. • Mobile phone subscriptions to cover 77% of the global population. • 472 million smartphone sales worldwide in 2011. • x million tablets with internet connectivity! Jon White - Publishing Technology - 29th November 2011

  16. The Bu$iness of Digital Rights • Mobile – Brief Facts and Figures • Smartphones and Tablets becoming ubiquitous in everyday life – low cost smartphones for emerging markets. • Nokia still number 1 worldwide for mobiles and smartphones, Android is overtaking. • 2 billion handset sales per annum. • Mobile industry is now bigger than the PC industry >$ 1 trillion per annum. • PC industry is rapidly shrinking as users (particularly emerging markets) favour mobile devices over pc devices. • SMS is the most-used data application worldwide. Jon White - Publishing Technology - 29th November 2011

  17. The Bu$iness of Digital Rights Mobile Phone O/S Split Worldwide Jon White - Publishing Technology - 29th November 2011

  18. The Bu$iness of Digital Rights Mobile Sales 2010 (last reported full year) by O/S Sales 2010 by o/s Jon White - Publishing Technology - 29th November 2011

  19. The Bu$iness of Digital Rights Mobile O/S Market Share 2010 (last reported full year) Based on Web Usage Jon White - Publishing Technology - 29th November 2011

  20. The Bu$iness of Digital Rights What change is there in the internet usage landscape 2005-2008-2011?Most visited site 2005?Most visited site 2008?Most visited site 2011? Jon White - Publishing Technology - 29th November 2011

  21. Social Networking – Significant Gains in Internet Traffic Alexa Global Traffic Rankings Rank Web site Rank Web site 2005 (1) 2008 (2) 1 yahoo.com 1 yahoo.com 2 msn.com 2 youtube.com 3 google.com 3 live.com 4 ebay.com 4 google.com 5 amazon.com 5 myspace.com 6 microsoft.com 6 facebook.com 7 myspace.com 7 msn.com 8 google.co.uk 8 hi5.com 9 aol.com 9 wikipedia.org 10 go.com 10 orkut.com Traffic rank is based on three months of aggregated historical traffic data from Alexa Toolbar users and is a combined measure of page views / users (geometric mean of the two quantities averaged over time). (1) Rankings as of 12/31/05, excludes Microsoft Passport; (2) Rankings as of 3/12/08. Source: Alexa Global Traffic Rankings, Morgan Stanley Research The Bu$iness of Digital Rights Jon White - Publishing Technology - 29th November 2011

  22. The Bu$iness of Digital Rights Social Networking – Significant Gains in Internet Traffic Alexa Global Traffic Rankings Rank Web site November 2011 1 Google.com 2 Facebook.com 3 Youtube.com 4 Yahoo.com 5 Blogger.com 6 Baidu.com 7 Wikipedia.com 8 Live.com 9 Twitter.com 10 QQ.com Traffic rank is based on three months of aggregated historical traffic data from Alexa Toolbar users and is a combined measure of page views / users (geometric mean of the two quantities averaged over time). Jon White - Publishing Technology - 29th November 2011

  23. “Online conversations are going to happen whether we like it or not.“ Jeff Jarvis – What Would Google Do? The Bu$iness of Digital Rights Jon White - Publishing Technology - 29th November 2011

  24. There are a million reasons not to blog, engage in and create social networks The Bu$iness of Digital Rights We’re B2B What if customers ask for what we don’t have? Fear Good idea, we’ll do it next year Our current model works fine We don’t have the experience Source: DELL e-Consultancy Online Marketing Masterclasses

  25. There are however, several billion reasons to blog, engage in and create social networks! 78% rank consumer recommendation as the most credible form of advertising* Nielsen The Bu$iness of Digital Rights Reach new customers 78% trust their peers, not advertising* Find your fans Become part of your customers world Humanise your company Your customers value highly what their peers have to say and share. Source: DELL e-Consultancy Online Marketing Masterclasses

  26. Social Media NB: “Social Listening” Integral part of any online PR is social listening - If you want feedback from your consumers, then be prepared to receive it. A number of social listening tools available http://socialmediatoday.com/deidrebrathwaite/268117/art-social-listening-7-tools-improve-task The Bu$iness of Digital Rights Jon White - Publishing Technology - 29th November 2011

  27. The Bu$iness of Digital Rights • Video. Shoe Money. • from YouTube – 1.163 million views • http://www.youtube.com/user/shoemoney?blend=14&ob=5#p/a/u/2/4ljSzcH24To • Making money online – “How to Earn $1000 per night” Jon White - Publishing Technology - 29th November 2011

  28. The Bu$iness of Digital Rights Old and New Revenue and Pricing models – eBooks/Journals and Beyond • Consumption models – patron-driven • Subscriptions • One-off payments • Revenue sharing • Sale/cross-marketing of additional products or services  - NB:- APPS! Less revenue from greater number of channels Jon White - Publishing Technology - 29th November 2011

  29. The Bu$iness of Digital Rights Old and New Revenue and Pricing models – eBooks/Journals and Beyond • Bundling • Online advertising • Preload fees • Licensing/rights  Less revenue from greater number of channels Jon White - Publishing Technology - 29th November 2011

  30. The Bu$iness of Digital Rights Old and New Revenue and Pricing models – eBooks/Journals and Beyond • “Freemium” • User-generated or older content • is not charged for • Newer content is charged for • The model in the app market with additional content packages charged at $0.79 - $4.99 Less revenue from greater number of channels Jon White - Publishing Technology - 29th November 2011

  31. The Bu$iness of Digital Rights New Innovators Jon White - Publishing Technology - 29th November 2011

  32. The Bu$iness of Digital Rights Innovation from Traditional Content Providers Jon White - Publishing Technology - 29th November 2011

  33. The Bu$iness of Digital Rights Lessons From Other Content Industries Jon White - Publishing Technology - 29th November 2011

  34. The Bu$iness of Digital Rights The Future? • Integrated print/digital workflows and product development – system-controlled and driven. • Full multimedia approach • Books/eBooks/Journals one product channel of many • Driven and controlled by complex systems – ICS Architecture crucial for production, marketing, maximisation and collection of usual and new channel/product micro-revenues. Jon White - Publishing Technology - 29th November 2011

  35. The Bu$iness of Digital Rights ICS Architecture • Sales & Marketing • Find new saleable resources • Find new market segments • Create product bundles • Define terms and pricing • Allocate product bundles to market segments Promotions Management System Jon White - Publishing Technology - 29th November 2011

  36. The Bu$iness of Digital Rights ICS Architecture Promotions Management System • Customer Service • Set up entitlements and subscriptions • Handle claims and complaints • Up-sell additional content and content bundles Customer Entitlement System Jon White - Publishing Technology - 29th November 2011

  37. The Bu$iness of Digital Rights ICS Architecture Promotions Management System Customer Entitlement System Access Control System • Information Technology • Set up user access permissions • Manage user access permissions • Monitor access for infringements and attacks • Monitor and control volumes and loads Jon White - Publishing Technology - 29th November 2011

  38. The Bu$iness of Digital Rights ICS Architecture • Sales & Marketing • Find new saleable resources • Find new market segments • Create product bundles • Define terms and pricing • Allocate product bundles to market segments • Customer Service • Set up entitlements and subscriptions • Handle claims and complaints • Up-sell additional content and content bundles Information Commerce System • Information Technology • Set up user access permissions • Manage user access permissions • Monitor access for infringements and attacks • Monitor and control volumes and loads Jon White - Publishing Technology - 29th November 2011

  39. The Bu$iness of Digital Rights ICS Architecture Jon White - Publishing Technology - 29th November 2011

  40. The Bu$iness of Digital Rights Promotions Management ICS Architecture Access Control Customer Entitlement People, Groups and Institutions • Identity Management • Model consortia, institutions, companies and individuals in expandable hierarchy • Keep all customer data in a single place • Semantic triple-store service with easy-to-use API for loading and retrieving data Content and Bundles • Resource Management • Model full product set in granular form in expandable multi-parented hierarchy • Mix and match to create new cross site or platform access • Semantic triple-store service with easy-to-use API for loading and retrieving data Business Models and Licences • Commercial Management • Simple licence components which can be compounded to correctly model your business • Implement new models including ‘N clicks when referred from services’, ‘PPV’, ‘Pay post use’ • Spot the gaps in your current sales offerings and fill them Jon White - Publishing Technology - 29th November 2011

  41. The Bu$iness of Digital Rights Conclusions • Strategically align with tech sector companies. They OWN the channel to their consumers and any one company is bigger than the entire publishing industry. • Appreciate and understand new generations of users with new needs. • Workflow changes needed within companies…..biggest change in living memory. • Up to us to learn about technology and use it. • A wider view in the different ways that content can be produced and distributed dispersed. • Experiment!! Mobile/Tablet (r) evolution! Jon White - Publishing Technology - 29th November 2011

More Related