Emerging  Shi+s  for  The  Media  Industry  13  September  2013  |  Tim  Jones  

This  presenta6on  is  an  ini6al  view  that  brings  together  a  number    of  different  perspec6ves  on  the  future  of  media  driven  by  poten6al  

changes  within  the  sector,  in  adjacent  arenas  and  beyond    

Media  ShiDs  

Adjacent  Changes  

Macro  Trends  

Shi+s  Within  The  Media  Industry  

Instantaneous  Bite-­‐sized  Distribu=on  Mul6ple  media  sources  are  instantly  integrated  at  the    point  of  consump6on  to  provide  us  with  immersive    

access  to  tailored,  bite-­‐sized  content    

Curated  Content  Media  networks  and  crowd-­‐elected  taste-­‐makers  collate  bespoke  content  for  users  both  from  within  their  and  other  organiza6ons’  

archives  and  from  related  public  and  individual  sources  

Differen=ated  Knowledge  As  insight  is  globally  commodi6zed,  the  best  returns  go  to    

those  who  can  produce  non-­‐standard,  differen6ated    knowledge  that  has  relevance  for  the  few  and  many  

Democra=zed  Authorship  The  blur  between  professional  and  amateur  authorship  is    

complete  as  content  is  valued  by  merit  and  constant    peer  review  more  than  historical  founda6on  

Amplifica=on  Overrides  Edi=ng  The  role  of  the  amplifiers  of  opinion  rise  above  original  content    

editors  as  crea6ve  talent  seeks  to  beLer  engage  with    audiences  directly  via  amplifica6on  plaMorms  

Relevance  is  King    The  shiD  from  digital  dimes  to  mobile  pennies  is  reversed    as  contextual  data  is  fully  integrated  into  adver6sing    

experiences  that  vary  content,  loca6on  and  personality    

The  AJen=on  Economy  Content  sharing  is  faster  and  louder  to  build  and  retain    audiences  increasingly  predisposed  to  short,  sharp,    

in-­‐moment  insights  rather  than  immersive  experiences  

Precision  Value  The  total  value  assigned  to  access  is  zero:  The  value  of  content  is    aligned  to  the  content  itself,  not  the  value  of  the  distribu6on  

plaMorm.  Value  comes  from  precision,  not  scale    

Lean  Back  2.0  The  rise  of  tablets  enables  the  revitaliza6on  of  the    

solitary,  relaxed,  in-­‐depth  and  immersive    pleasurable  lean  back  experience    

Mass  Intelligence  Led  by  Pay  TV,  mass  audiences  are  aLracted  to  challenging    

narra6ves  that  show  that  value  can  be  created  and    extracted  through  investment  in  high  quality  content    

Future  of  Free  The  near-­‐zero  ‘marginal  costs’  of  digital  distribu6on  

creates  new  marketplaces  where  free  pricing    is  prac6cally  a  force  of  economic  gravity    

Choreographed  Serendipity  Trusted  plaMorms  combine  credible  views  around    

the  core  but  also  unveil  new  issues  making    mul6ple  subjects  relevant  for  the  reader  

Adjacent  Sector  Changes  That  Could  Impact  Media  

Everything  Niche    Niche  becomes  the  mainstream  as  the  cost  to  connect  those    with  common  interests  drops  to  zero  and  more  of  us  can    

pay  aLen6on  to  specialist,  tailored  long-­‐tail  issues  

Seman=c  Web  Access  Structured  and  unstructured  text,  video  and  image  data  is    

automa6cally  processed  by  machines  ac6ng  as    intelligent  agents  without  the  need  for  human  input  

Personalized  Localized  Presenta=on  Informa6on  is  con6nuously  updated  to  reflect  current  need  states    

and  interests  and  provided  for  seamless  cross-­‐plaMorm    consump6on  for  the  individual    

Less  Variety  The  future  is  one  of  reduced  choice  but  not  less  interest  as    bricks  and  mortar  retailers  provide  an  increasingly  edited    porMolio  of  products  through  ever  more  efficient  channels  

Retail  Showrooms  Physical  retail  outlets  diverge  in  ac6vity  between  tradi6onal  stores  

 and  showrooms  where  we  browse  and  research  ahead  of    mobile  online  purchase  and  at-­‐home  delivery    

Embedded  Gamifica=on  People  interact  with  informa6on  and  each  other  via  blended    

digital  /  physical  environments  featuring  mul6ple    game-­‐like  elements  embedded  within  them  

Live  Experiences    (Re)connec6ng  individuals  with  shared  interests  rises  in  significance  and  value  as  pivotal  live  events  that  create  moments  for  deeper,    richer  connec6ons  are  prized  above  distributed  interac6ons  

End  of  Intellectual  Property  In  a  flaLened  world  where  China’s  domes6c  market  increasingly    sets  the  global  standards,  formal  intellectual  property  frameworks    

are  replaced  by  know-­‐how  and  appeals  to  honesty  

Performance-­‐Based  Adver=sing  With  Google  as  the  dominant  catalyst  for  change,  all  mainstream    media  adver6sing  moves  to  reward  measurable  ‘effec6veness    per  view’  rather  than  number  and  segmenta6on  of  views    

Small  and  Distributed  Local  at  home  produc6on  matches  consump6on  with    3D  and  digital  scanning  and  prin6ng  providing  highly    efficient  and  good  quality  instant  physical  outputs  

Informa=on  is  S=ll  Power    Knowledge  and  informa6on  remains  a  source  of    

compe66ve  advantage  but  retaining  control  is  more  complex    as  mobility  and  the  democra6za6on  of  everything  increases  

Owning  Your  Digital  Shadow  Increasing  consumer  awareness  of  the  value  of  their    

digital  footprints  drives  the  desire  for  greater  control  of    personal  data  balancing  convenience  and  benefit  

Everything  Digi=zed  By  2020  all  the  world’s  informa6on  is  digi6zed,  storage  is  nearly    free  and  the  volume  of  data  in  the  world  is  doubling  monthly  –    

we  can  all  access  the  21st  century  archive  

End  of  Country  Borders  Ci6es  are  more  important  that  countries,  cultural  connec6ons  

predominate  over  na6onal  iden66es  and  new  markets    link  together  dispersed  groups  around  common  issues  

Perfectly  Informed  Consumers  BeLer  transparency  of  cost,  quality,  benefit  and  availability  enables  consumers  to  set  the  right  price  for  products  and  services  and  buyers  

pay  sellers  what  they  want    

Macro  Trends  Impac=ng  Many  Sectors  

Mass  Customiza=on  Consumers’  expecta6ons  of  unique  and  bespoke  are  met    through  the  apparent  delivery  of  individual  combina6ons    

drawn  from  choreographed  choice  architectures  

Everyday  Leisure  With  increased  part-­‐6me  working  for  the  many  and  blurring  of  the    work-­‐life  balance,  leisure-­‐6me  shiDs  from  being  an  occasional  luxury    

or  end  of  week  commodity  to  become  a  core  part  of  every  day    

Pervasive  Mobile  PlaXorms  The  any6me,  anywhere  experience  is  delivered  via  increasingly    

wearable  devices  that  connect  to  the  cloud  via  wireless    networks  whether  in  mo6on  or  staying  put  

Open  Business  Models    Value  is  created,  shared  and  distributed  via  a  mix  of    

use-­‐driven  metrics  and  underlying  informa6on  exchange    and  reuse  mechanisms  and  rewards    

Dynamic  Pricing  Real-­‐6me  consump6on  paLerns  and  data  seamlessly  drive    

the  marginal  value  of  content,  the  cost  of  access  for    adver6sing  and  the  underlying  cost  to  produce  

Con=nuously  Earned  Trust  Inherited  and  historical  status  of  brands  and  icons  is  subsumed    

into  a  world  where  trust  goes  to  the  most  credible  source    in  the  moment  and  many  fight  for  authen6city  

Global  Talent  Networks  The  best  talent  operates  as  free  agents  across  mul6ple  networks  

aLracted  not  to  employers  but  to  the  commissioners  that    can  provide  projects  worth  working  on  with  peers  of  note    

Internet  of  Things  Every  device  and  consumable  product  has  an  integrated    unique  IP  address  that  enables  everything  to  become  an    

ac6ve  node  in  the  shared  network  

Self-­‐Organizing  Communi=es  Increasingly  decentralized,  self-­‐managing  and  semi-­‐autonomous  

communi6es  created  on  the  basis  of  trust  and  shared  value  crea6on  work  together  to  deliver  projects  

Redefining  Value  Consumers  want  to  par6cipate  in  value  crea6on,  shiDing  the    mindset  to  “made  with  me”  -­‐  Value  is  about  “shared  with  me”    

as  the  ownerless  economy  expands    

Openly  Shared  Insight  Knowledge  is  nothing  if  not  freely  shared  as  value  crea6on  shiDs    

from  insight  ownership  to  insight  use  and  applica6on  while    content  sources  compete  to  share  

Micro  Leisure  Moments  In  the  always-­‐on  world  where  we  sleep  with  our  devices,    

short-­‐burst  6mes  to  disconnect  become  increasingly  integrated    into  a  maelstrom  of  mul6-­‐layered  experiences    

Privacy  Backlash  Breaches  in  personal  and  societal  data  use  result  in  less  not  more    sharing  of  data  as  many  turn  off  loca6on  tracking  while  some    

choose  to  opt-­‐in  to  a  privacy  marketplace  

Layers  of  Time  Technology  evolves  faster  than  culture  and  values  with  different  

genera6ons  leap-­‐frogging  each  other  in  their  means  of    communica6on,  interac6on  and  informa6on  access  

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