TRENDS IN THE MEDIA SECTOR

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TRENDS IN THE MEDIA SECTOR CHALLENGES FOR
RESEARCH

• Ulf Lindqvist

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Service
Networks
"New Media"
Broadcasting
Software
Publishers
Printers
Electronics
Hardware
Content
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Service
Networks Vodaphone Deutsche Telecom France Telecom
"New Media"
Broadcasting companies BBC, RAI, CANAL
Software MICROSOFT LINUX GOOGLE
Publishers MURDOCH BERTELSMANN HACHETTE
Printers QUEBECOR DONNELLEY RINGIER
Electronics NOKIA SONY-ERICSSON SAMSUNG
Hardware
Content
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Service
Networks Vodaphone Deutsche Telecom France Telecom
"New Media"
Broadcasting companies BBC, RAI, CANAL
Software MICROSOFT LINUX GOOGLE
Publishers MURDOCH BERTELSMANN HACHETTE
Printers QUEBECOR DONNELLEY RINGIER
Electronics NOKIA SONY-ERICSSON SAMSUNG
Hardware
Content
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THE STORY OF DANISH FREE PAPERS
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Traditional media production
Decentralised media production
Content providers
Content produc- tion
Production
City- desk
Publishers
Market- ing
Ser- vice pro- vi- ders
Core
Administra- tion
Printing plant
Dis- tribu- tion
Marketing
Distribution
Media agencies
Readers
Advertisers
Advertisers
Readers
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MEDIA
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THE RELATIVE SHARES OF THE MARKETING CHANNELS
Total Volume 2,5 B of
which Media ads 44
of which Printed 73
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CHANGING ADVERTISEMENT BUSINESS

• The media spectrum is growing wider and target
  groups split up
• The consumers freedom of choice of media and
  time of reading
• e-Business increases 20 per cent yearly
• Ads on the net become more important, e.g. search
  engines
• On-line ads enable targeting on consumers in
  decision making
• Price per volume ? CPC, CPA, CPR
• Engagement in ADs
• Technology development Social Media, Printed
  Functionality
• New marketing networks ? Less valuable AD space
  cost effective
• Networks sell floatind AD spaces
• Media sellers are still in the pole position
• Interesting service and experience always needed

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NORDIC INVENTORY STUDY ON e-BUSINESS 2005

• POLITICAL ISSUES
• Nordic strategy for promotion of e-Business
• e-Business responds to the future challenges of
  the companies increased speed, customization,
  user friendliness, interactivity, ubiquitous
  computing and mobility

• MEDIA INDUSTRY
• Shift in paradigm free content, other
  information providers, media consumption
  stagnated
• Personalisation
• New business models needed 365-Media, Edita
  Sverige, Dagbladet Børsen, Net-Anttila, Veikkaus

• MEGATRENDS
• Mobility, broadbands, e-paper, large screens,
  interactivity
• Social media, personalisation
• WEAK SIGNALS
• Wikipedia, barcodes, P2P

• IMPORTANT SERVICES FOR e-MEDIA
• Tickets for cultural events
• Gambling
• Travelling arrangements
• E-books
• CHANNELS
• Internet, TV
• Hybrid media

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SCOPE

• To identify, evaluate and develop new innovative
  service forms and products for e-Business
  suitable for Nordic service providers utilising
  the existing value chains and channels of the
  media industry, and new innovative software and
  hardware for these e-Business and media products.
  
• To develop new business models for the boarder
  area between e-Business and Media for Nordic
  media companies, service providers and e-Business
  vendors on the global market.
• Background NICe 05018 Contact Forum between
  Nordic Media Industry and e-Business Operators
  http//virtual.vtt.fi/inf/julkaisut/muut/2006/e-Bu
  siness_research_report.pdf

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The e-Media Consortium
RESEARCH- ORGANISATIONS UNIVERSITIES
e-BUSINESS SERVICE PROVIDERS

• CBS
• ICEPRO
• NTNU
• STFI-Packforsk
• VTT

MEDIA COMPANIES

• Edita Sverige AB
• Jyllands-Posten
• GAN Gruppen
• gt 07 Gruppen

• Kesko Oyj
• Veikkaus Oy

VENDORS CONSULTANTS

• Adaptlogic Intressenter AB
• EJS hf
• IT/Media Consultant

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WHAT DO WE LEAVE?

• A theoretical study of e-Business and Media,
  Innovation Methods and Business Models
• 63 Innovation embryos for e-Business and Media
• 28 media applications
• 14 UGC applications
• 4 Business ideas on net
• 10 Community services
• 18 technology applications
• 19 general new service forms
• 8 e-Media pilots

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INDUSTRIAL PILOTS

• 2D bar codes in lottery business, Oy Veikkaus Ab
  VTT (FI)
• KENKÄ - Make your own shoes, Kesko Oyj VTT (FI)
• Profiling Software for Personal Ads, Adaptlogic
  AB STFI-Packforsk (SE)
• Coffee AdInfo Hot Spot, Edita Sverige AB
  STFI-Ackforsk (SE)
• New Business Models in News Media,
  Jyllands-Posten CBS (DK)
• FM957 eBusiness for Radio, ICEPRO (IS)
• Profitable Business Model for IT and Media, EJS
  IT/Media Consultant (IS)
• Quattro eLearning for Publishing in Mobile and
  Convetional Media, 07-Gruppen NTNU (NO)

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FOR FURTHER INFORMATION PLEASE CONTACT

• Ulf.Lindqvist_at_vtt.fi