Intent MediaWorks, Inc.Intent MediaWorks, Inc. Atlanta, New YorkAtlanta, New York

P2P SummitP2P SummitThe Future of DistributionThe Future of Distribution

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Background

Glenn Martin

Recognized in technologyRecognized in technology

Search Engines for Orbitz, Search Engines for Orbitz, Travelocity, Expedia, etc. Travelocity, Expedia, etc. (2000-2003)(2000-2003)

Helped start first Internet site to Helped start first Internet site to earn over $100Million earn over $100Million

INTENT is 3rd Start-Up is 3rd Start-Up

Intent MediaWorks

900k Downloads per Day900k Downloads per Day

Represent 3.4 Million FilesRepresent 3.4 Million Files 90% Music90% Music 8% Video8% Video 2% Other2% Other

Voted Innovators’ of the Year by Voted Innovators’ of the Year by Distributed Computing Industry Distributed Computing Industry Association: 2006Association: 2006

Recognized by The White House, Recognized by The White House, Supreme Court, U.S. Senate, RIAA & Supreme Court, U.S. Senate, RIAA & MPAAMPAA

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Represent Major Brands

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Key Trends

Media 1.0: 1950-2000

Production: closed

Distribution: controlled

Marketing: mass

Consumer Choice: limited

Business Model: buy

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Media 2.0Media 2.0

Distribution Trends• P2P traffic represents over

68% of INTERNET traffic

• 12.7 million simultaneous users on P2P

• 60 million unique P2P users (IP addresses) per month in U.S.; 320 million worldwide

• 35% of PC’s have a P2P application installed; new MS Vista has P2P built in

TrendsTrends

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Critical Trends

Internet

• Mass Digital Distribution– iTunes, YouTube, MySpace, CBS– Pando, Azureus, Qtrax, – Amazon, Walmart– eMusic, The Orchard

• Internet has emerged as a Discovery Channel – not just delivery

– Ex. Gnarls Barkley– Ex. The GMan

• Massive Investment in Digital Distribution

– $50 Billion in 2007 so far

• Boom in Media Centric Electronics

– Up 70% from 2006, $500 Billion

• DRM Free Music

– EMI, IODA, DRA, Creative Commons

•  

Consumer 

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Consumers: Digital Lifestyle

Broadband users spend an hour and 40 minutes (48% of their spare time) online in a typical weekday, and more than half of that is spent accessing activities related to entertainment and communication.

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Media 1.0 Distribution1950-2000

SupplierSupplier DistributorDistributor RetailRetail ConsumerConsumer

Musician Artists Bands

Studios

Record

Labels

StoresCDs,

Albums Stereos

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Media 2.0 Distribution

2000- Present

SupplierSupplier DistributorDistributor RetailRetail ConsumerConsumer

Musician Artists Bands

Studios/

Record

Labels

StoresCDs,

Albums Stereos

INTERNET Distribution

Mass Distribution + Micro Marketing

C2C

eCommerce

Music 2.0 Distribution

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Economics

Media 1.0

• Old Economics– Paid downloads only– Publishers rights legacy– Licensing not based on performance performance – Difficult to “sell” new economic models

• Deride & prosecute Web 2.0 empowerment

• Mismatched with market demands– Physical distribution & channel conflict– Worried about “cannibalization”

• Believe “they can do it all”– Self-distribute in fragmented channel

easily

Media 2.0

• Eager for Distribution• Believe in Digital

• “Snowballs” vs. Blockbuster economics

• Endorse “Superdistribution” & Web 2.0 empowerment tools

• Ad Support• Ecommerce• Lifestyle Media• Bundled Licensing• New Subscription Models

• Believe in multi-channel digital distribution through a management system

Media 2.0Media 2.0

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MODELMODEL

DRIVERSDRIVERSTECHNOLOGYTECHNOLOGY

• PRODUCTIONPRODUCTION

• DISTRIBUTIONDISTRIBUTION

• LIFESTYLELIFESTYLE

• ECONOMICSECONOMICS

© Les Ottolenghi 2005

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• 1.1 Million Files a Day• 3.4 Million files contracted

• Media 2.0 Economics

What INTENT Does…

Distribution Platform for Digital Media:

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How INTENT works

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INTENT P2P Search Results Advertiser is tied closely to artist in search results.

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Search Saturation Ability to “saturate” the search listings…

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Web Cross-Over…

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Visibility in Social NetworksUsers spread file via embed codes for top MySpace search ranking.

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• Pass-a-long DistributionContent owners gain the advantage of C2C commerce

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Watch-to-Own File: Loads to Media Player Window

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Watch-to-Own: Initial Window Presentation

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User Experience is Flexible & Rules Driven

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Animated PathsBusiness Rules & Economic Models

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MODELMODEL

DRIVERSDRIVERSTECHNOLOGYTECHNOLOGY

• PRODUCTIONPRODUCTION

• DISTRIBUTIONDISTRIBUTION

• LIFESTYLELIFESTYLE

• ECONOMICSECONOMICS

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Intent MediaWorks, Inc.Intent MediaWorks, Inc. Atlanta, New YorkAtlanta, New York

Media 2.0Media 2.0The Future of DistributionThe Future of Distribution

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