Post on 09-May-2015
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1Schibsted Alumni, May 25th, 2011
Lucrative monopolies are long gone
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Newspaper readers are getting older and older
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Populasjonen
Dagbladet
VG
Budstikka
BT
DT
F'vennen
Aftenposten
24
15
18
26
24
23
25
22
25
23
28
34
31
32
31
35
2009 1998
Proportion older than 60 years
Higher penetration for web than newspapers
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0
10
20
30
40
50
60
70
80
90
100
Prosent
Avis 75%
TV 84%
Radio 69%
Internett 76%
Mobil 11%
Source: TNS-Gallup, Forbruker&Media. Daily use
More tools to the advertisers
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Purchased media
Own media
Deserved media
”Speak to””Dialogue
with””Be talked
about”
Purchased ad space
Company web site, mobil site, etc.
Social media
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One basic postulate can be
made…
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What can become
digital, will become digital!
What to do?
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5 forces shaping the digital media
landscape
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Mobility and explosion in use of new platforms
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Mobile platforms gaining grounds very quickly
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Example from Aftenposten.no, Norway
60 %
65 %
70 %
75 %
80 %
85 %
90 %
95 %
100 %
Mobil
iPad
Web
One in six digital visits from mobile platforms
Mobile phones replace PCs for web access
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Tablets change user habits
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Gartner estimate:
• 2011: 70 million
• 2012: 108 million
Convergence of television and Internet
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Dual screen media experiences
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Different devices throughout the day
How do we serve users’ needs in specific situations during the day?
Services move to the cloud …
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… and products become platform neutral
People now expect access to digital products everywere and on any device
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Location as core of new
services
I wonder where all the women are hanging out?
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Lots of new services based on where people are
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We use Facebook Places to show off
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One out of three mobile searches are local
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Carpenter
Bar Flower shop
Shops in Carlton street
Night life in Oslo
Cheap
gasoline
City walks
Hotel
That brings us a question:
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Who will control the largest databases of location-based offers?
One possible outcome
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Disaggregation – and
repackaging of content
Zite: Aggregating and personalizing the news
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Edited packages are split up into small pieces
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Edited package as core
The individual content piece as core?
And being repackaged
Music records replaced with tunes and play lists
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New tools to curate content
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Everything is social
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How this speech went viral
70 people heard it at MNO management meeting
Several hundred shared in social media
400 downloaded to their computer from Slideshare
Several thousand read about it in blogs
6000 looked at the slides at Slideshare
47 web sites embedded the slides
Facebook has become the new hub
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Facebook penetration in Norway: 55 %
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And it is a source to know about our readers
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We are all content producers
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• 60 % have posted photos online
• 15 % have posted videos online
• 8 % create blogs
Blogs are as popular as big media sites
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Social shopping is exploding
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Search is also becoming social
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Social gaming has become a huge industry
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New business models for
content
Who will find the smart model for user payment?
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Media companies face one huge challenge
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Most content is no longer
scarce… and people want
to share it
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People pay for more than just the content
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Unique Content
Unique Convenience
Unique Usefulness
Unique Packaging
Unique Experience
Two success stories
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Who will control the ecosystems for content?
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Distribution
Technology
Content
Who will control the ecosystems for content?
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Distribution
Technology
Content
AmazonBarnes & Noble
Apple
???
News Corp?
Schibsted?
Zinio
Press Display
Losing control of the business model
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30 %
Products need to be cross-platform
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2011 is ”The year of experiments”
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Mobility and new
platforms
Localization
Content is fragmented
Everything is social
New business models
5 forces shaping the digital media
landscape
Looking forward
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Thank you!John Einar Sandvand
E-mail: jes@medianorge.no
Phone: ++47-9915 8839
Twitter: @johnei Blog: http://www.betatales.com