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Networked Media. Personal media experiences any time, anywhere. Aurelio Severino Marketing&Strategy, Ericsson Italy. Networked media One common market for media and telecom industries. Networked media. Mobile 3G networks. Digital content. Telecom. Media. Fixed broadband networks. Video.

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networked media

Networked Media

Personal media experiences any time, anywhere

Aurelio Severino

Marketing&Strategy, Ericsson Italy

networked media one common market for media and telecom industries
Networked mediaOne common market for media and telecom industries

Networked media

Mobile 3G networks

Digital content

Telecom

Media

Fixed broadband networks

Video

Games

Print

Music

TV

Radio

Personalization

“Everything’s networked. You want to talk to somebody or talk to another machine, you want to

see music and video games and content and data and services” - Howard Stringer, CEO Sony

networked media opportunity a rapidly maturing area
Networked media opportunityA rapidly maturing area

A million downloads

a month of SeeMe TV

(3UK, launched in Oct05)

57% of US teenagers

create own content

for the net

(Pew research reported by Guardian)

>210 million homes

have BB connection

>2 billion mobile users

More than 50M

3G enabled users

1 million videos sold

in 20 days

(I-Tunes, Apple, Nov05)

>335 legal music

download stores, up

from 50 two years ago

(IFPI:06 Digital Music Report)

1.82 billion

paid-for WAP

page impressions

(during Mar-05 in UK, MDA)

1 million

video streams

in 10 days

(Dec-05, BSkyB and Vfe UK)

“There is a demand out there. How big? It's too soon to say. But it's for real,

and it's going to be with us for a long time” - Bob Wright, chairman of NBC Universal

networked media benefits

Example:

TV / SMS voting

Example:

”inNw?” campaign

Networked media benefits

(QoS)

Personal

Interactivity

Payments

Niche interests

Viral distribution

Networked media

Feedback loop

24/7

“Certain costs borne in the physical world such as manufacturing, returns and

pick-pack-ship are not relevant for digital products. For physical products,

these costs are in the range of 15% to 18% of sales”(EMI, annual report 2005)

high interest for new media services music download is the 1 service for the yea group
High interest for new media servicesMusic download is the #1 service for the YEA group

Music download service

Video telephony

Multimedia/picture messaging

Browsing the internet

Positioning service (like gps)

Photo editing

Share a picture while talking

E-mail

Music videos/movie trailers

Walkie talkie anywhere

TV in your mobile phone

Game download service

Share a video clip while talking

Personal homepage

Information updates

YEA (Young Early Adopters)

Instant product info

Total

0%

10%

20%

30%

40%

50%

60%

Source: Ericsson Consumer Lab Global 10 Survey 2005 (>13.000 respondents in ten countries)

recent networked media study
Recent networked media study
  • UK-based analyst group Analysys supported us to evaluate the revenue potential of the networked media market
  • Global summary
  • 2005 – 2011 scope
  • Bottom-up and top-down forecasting as well as interviews
networked media opportunity over eur100 billion by 2011

120

100

80

billions)

60

Networked media market revenues (EUR

40

20

0

2005

2006

2007

2008

2009

2010

2011

Western Europe

North America

Developed Asia

Rest of World

Networked media opportunityOver EUR100 billion by 2011

Figure 3: Networked Media market revenues by region, forecast 2005 - 2011 [Source: Analysys, 2006]

“In 2005, the networked media market was valued at just under EUR20 billion, but by 2011, overall market size will grow to EUR107 billion”

“Included in these figures are connectivity, substitution, volume increase and additional revenues – related to home and mobile screens”

11 of all media revenues by 2011
“By 2011, total networked media revenues will account for 11% of total media market revenues”

“We would also expect this share to continue increasing after 2011 based on current growth rates.”

“Note that the networked media market grows at a much faster rate than traditional media (35% versus 3.5%) during the 5-year period”

1,000

900

800

700

600

Total market revenues (EUR billions)

500

400

300

200

100

0

2011

Traditional media

Networked media

11% of all media revenues by 2011

Figure 4: Traditional v Networked Media market revenues, forecast 2005 - 2011 [Source: Analysys, 2006]

Average annual growth rate of 35%

Average annual growth rate of 3,5%

*Networked media includes IPTV, mobile TV, mobile music, online music, mobile ringtones, mobile gaming, online gaming, online video, mobile radio, online radio, mobile published information, online published information

multiple content types
“Today, established markets of networked music, gaming and publishing account for the majority of networked media revenues”

“By 2011, networked television and gaming will be the largest revenue sources”

“The rapid IPTV and mobile-TV growth give networked television the highest growth rate (62% CAGR) of the six networked areas”

120

100

80

60

Total market revenues (EUR billions)

40

20

0

2005

2006

2007

2008

2009

2010

2011

Networked Television

Networked Music

Networked Gaming

Networked Video

Networked Radio

Networked Print

Multiple content types

Figure 7: Networked media market growth by type, forecast 2006 - 2011 [Source: Analysys, 2006]

potential for more networked media services
“There are a number of services where the term ‘media’ doesn’t directly apply, but which could be considered as part of the networked media market depending on the definition”Potential for more networked media services

Imaging/photo

Etc.

Gambling

Non-entertainment

main growth from increased usage
“Increased consumption of networked media will be the main component of growth (around 60% of networked revenues by 2011)”

“This is due to the fact many networked services will be innovative in nature”

“Additional services, such as advertising, unified messaging, short-format video and PVRs will contribute increasingly to overall networked media revenues”

120

100

80

billions)

60

Networked media market revenues (EUR

40

20

0

2005

2006

2007

2008

2009

2010

2011

Connectivity revenues

Substitution

Volume increase

Additional

Main growth from increased usage

Figure 8: Networked Media market revenues by source, forecast 2005 - 2011 [Source: Analysys, 2006]

scepticism amongst both media and telecoms organisations
“They have no CRM or other structures set up and tested that would be relevant to our customers. The content owners/producers would do better to leave this space to the operators”Scepticism amongst both media and telecoms organisations

Media companies on telcos

Telcos on media companies

“(Well known MNO) see themselves as similar to a shopping mall. However it is not easy to see how operators can really carve themselves a niche in this market as they are not retailers and have little or no experience or understanding of retailing”

“The operator has a personal relationship with the end-user. A broadcaster, etc., generally does not. They may feel they have one, as the content owner, but they have little or usually no direct experience with consumers”

“Content providers view operators as pipe owners"

“Operators control the relationship with the end-user but we are always very involved, especially the brand police & the marketing department”

Source: Networked media project interviews, Analysys Research, 2006

networked media challenges
Networked media challenges
  • Creating successful business models
    • that provide maximum benefits for both media and telecom industries
  • Understanding and satisfying (especially young) users
    • with intense and interactive media sessions
  • Fulfilling the promise of one experience
    • where all devices with TV, PC and mobile seamlessly interwork

Value chains

Pricing models

Managing digital rights

Maximising involvement

Segmentation

Maximising uptake

Solution convergence

Multi-service handling

Multi-format handling

an industry in its making ericsson takes an active role

Device / client strategy

Content aggregation

Strategy?

Solution?

Consumer & Enterprise Lab

Reach?

Complete solutions Hosting

Consulting

Content management?

Rights clearing?

Established relations

Mobility World

Segmentation?

Billing?

An industry in its makingEricsson takes an active role

Mobile 3G networks

Networked media

Digital content

Telecom

Media

Fixed broadband networks