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Groupe France Télécom
Orange Labs
Jean Devevert, Steeven Plu
May 2011
Transmedia from a scattered experience…
…to an orchestrated authored experience
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Who Are We?
Jean Devevert Hypermedia lab Director – Orange
Labs
Steeven Plu Interactive Entertainment Expert at
Hypermedia lab – Orange Labs
Hypermedia LabR&D laboratory, 9 Teams, 135 peoples
Mission:
• Create, develop and deliver multi-devices portal and web-based services focused on entertainment, CRM and social features.
• Identify new growth opportunities, suggest and develop innovative service concepts for Business Units
Action domains:
• Audiovisual, music, games, transmedia and mediacenter services
• Frameworks for STB, connected TV, mobiles, tablets and desktop services
• Orange portals for STB and connected TV and interactive services on TV
• Messaging suite and social features for portal services
• Mobile WebApps
• Portal and tools for Orange retailing
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Who Are We?
Orange in a few words & numbers
– Telco positioned on:– Quadruple play offers & convergence ;– FTTH & LTE (4G) broadband networks ;– Network & Connected Services innovation (Portfolio of 7800 patents) ;– Retail & distribution of digital contents ;– Transmedia (New Content Division stream)
– Feature 2010– Revenue: 45.5 Billions €– 169 000 employees in 220 countries ;– 210 millions subscribers in 35 countries (Internet + Mobile + Fixed phone) ;– 3G networks in 23 countries ;– B2B: 15% of revenue, 28 Business centre managing 3750 multinational clients
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Summary
Of Media & Men
Technology in Transmedia
Content as a service,
Service as a content
Transmedia stakes
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Of Media & Men
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Of Media & Men
• First, let’s talk about Media
• Media = The « What »: A message for any purpose to be delivered to an audience
+
• Media = The « How »: Intermediate channels involved to deliver the message
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Of Media & Men
Media, a wide and confusing word
• Distribution Spaces: TV Channel, Social Media Sites, Magazines, Catalogue…
• Delivery forms: DVD, Stream On Demand, Print, Live…
• Reception Frames: Screens, Devices, Billboard, Book
• Transmission paths: Internet network, Mobile network, Radio wave broadcasting, Satellite broadcasting...
• Data Encoding: MPEG2, AVI, JPEG, PNG…
• Data forms: Video, Audio, Text...
• Programming formats: Live event, Movie, TV Series, TV Documentary, Webisode, Mobisode…
• Contents: Information, storytelling and experience to provide
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Of Media & Men
Transmedia = Transmedia Storytelling
« A distributed narrative experience among a network of media within each media can be consumed in its own-autonomous way »
Storytelling => the « What »
Narrative Experience = Tell… - a fiction ;- news ;- a documentary ;- a brand ;- …
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Of Media & Men
Our vision: 3 layers of a transmedia experience
Storytelling: recounting a sequence of events
Drama curve
Codex feed
Meta-narration (Intertextuallity, Peripheral storytelling, Ellipsis solving, Parallax storytelling, Diegetic extensions…)
…
Engaging Mechanics: Combination of rules producing an engaging experience & encouraging media exploration (Hypertextality & Hypermedia Gamification Game)
Actions, Collect & craft, hidden objects, Easter Eggs, Trivia… ;
Defining rules on narrative locks & narrative paths ;
Investigation & Association ;
Achievements, Rewards, Badges ;
Scores & Ranking ;
Class & Alignment ;
…
Carrier: Deployment, Infrastructure & logistic instantiating the experience
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Of Media & Men
Transmedia is Techno-Agnostic
No direct relation between « Consuming Transmedia « and Technology
Many franchises can be classified as Transmedia Experiences without involving any tech in is consuming way:
Starwars ;
Matrix ;
Discworld ;
…
So how defining the relation between Transmedia & Technology?
Novel x 39
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Technology in
Transmedia
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A Transmedia Experience is carried among:
The containers qualifying the pool of contents of the storyworld
a network of media to discovery the experience (rabbit hole) + bounce from one media to others (breadcrumb)
3 link category:
Formal: Non ambiguous announcement or direct link to a third media
Blur: Integrated clues showing the path to a third media (Follow the white rabbit)
Narrative lock: must be solved by condition combination, generally a proactive way (Sending an SMS, Dial call, Trivia, Games, Geocached distribution…)
Technology in Transmedia
+ Fun- Easy
- Fun+ Easy
a web page as storytelling container
from Heros Show
3 breadcrumbs from Heroes Show(Blur, Formal & Narrative Lock)
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Technology in Transmedia
• Transmedia = a new form of meta-media with a global storytelling footprint
A gas expanding its storyworld among available media links & media containers
Digital world is already a daily-used media actor to contain, distribute & link media Natural expansion of Transmedia to Digital world
Hypermedia Content Agregation Media Ubiquity
Rich Media MultiDevice Distribution Social Media comm channels Content Retail User Generated Content
Media billing Content Access Rights Interactive Media
VoD Interactive TV AppShop Video Digital Comics Content Streaming …
Storyworld expansion
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Technology in Transmedia
Technology is more & more needed as experience carrier to instantiate content containers & content links
Transmedia coupled with Technology = a meta-media: that can remove media borderlines to enhance all storytelling forms ;
that can break physical world, screen & tech platform frontiers ;
in which « Content as a service » meets « Service as a Content »
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Content as a Service
Service as a Content
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Content as a Service, Service as a Content
A Darwinist vision of Transmedia
Mutation drives to key adaptation that enable to spread & settle the experience on new media environment
Territories = Technical environment
Food = Audience + Revenue opportunities
Last key-evolution = Telcos+information tech companies, more than a pipe, a huge technology provider
From: Passive publishing
Pipe for mass-media: Technologies are merely a medium to access to storytelling media (aggregation, distribution, billing…)
To: Interactive Entertainment
Historia Ex Machina: Technologies are fully integrated within the narrative experience (ARG, Interactive progression, audience implication, geocaching, resonant storytelling, …)
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Content as a Service, Service as a ContentFranchise Productions
Short-story Media Constellation
Alternated Reality Publishing
Personnalization
Interactive services
Community extensions
Informative
Participative
Orchestration of Media PF & Comm
service
Informative
Participative
Use daily-used publishing asset to mimic reality
Use snacking-media channels
Major productions + Legacy of cross-media (including official website)
Federate & value the community
Tuning medias + individual story paths
Call2Act & gain the right to access stories
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Content as a Service, Service as a Content
Telco & InternetAPI
StorytellingIntegration layer
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Transmedia Stakes
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Stakes to perform orchestration
From a software vision to interactive writting
Unified Identity paradigm
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From a software vision to interactive writing
Interactive Transmedia = mechanical structure driving the storytelling progression;
A media map set of interaction & combination of basic elements & actors
Some similarities with adventure games (=interactive drama) First Person Storytelling in a proactive journey
Quests & Missions Objectives
Narrative locks
Scene graph Media graph
Optional & Mandatory storytelling paths
Trigger/Events
Explore/Key/Door Search/Clue/Media Access
Playfield Physical environment + Digital environment
Storytelling Renderer: Virtual world Daily-used Media storytelling
…
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From a software vision to interactive writing
Game Simulation
Transmedia Orchestrati
on
State
VUPState
Storytelling feedbacks-message sent-storytelling media played-Access Granted
Controller
Input
Simulation
Rendering
External Triggers-Sending SMS- Dial a call-geocached action-Access an URL-“Like” a facebook page-Tweet a message-…
Mechanics& Rules
Mechanics & Rules
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From a software vision to interactive writing
Defining a grammar to declare the handler of the experience & how they interact ;
Tokens: Any element in the experience that is manipulated
i.e.: «SMS Messaging», « E-Mail Messaging», Website functions, Character Facebook wall…
Verbs: Discreet actions that can be performed on other tokens
« <SMS Messaging#06xxyyzzww> sends <Text#‘1’> to <SMS-C#JurgenOts>»
«<SMS Messaging#06xxyyzzww> bills <storytelling media#JurgenIsAlive> with <SMS-Center>»
«<SMS Center#JurgenOts> sends <storytelling media#JurgenIsAlive> to < SMS Messaging#06xxyyzzww>»
<VoiceMail PF> play media <storytelling media#JurgenBriefing1> to <Phone number#06xxyyzzww> ;
Rules: The basic rules of interaction between tokens & verbs
On Event (SMS Messaging#VUP to SMS-C#JurgenOts is 1)
Trigger (<Mail-PF;JurgenOts> sends <storytelling media#JurgenClues> to <E-Mail Messaging#VUP> )
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From a software vision to interactive writing
Authoring transmedia
From a grammar, Authoring tools would emerge
"Man is a tool-using animal... Without tools he is nothing, with tools he is all." - Thomas Carlyle
Designing a Content is not designing a PF or a software Abstracting technologies under an engine + Authoring layer
Story composition over technology integration: Story architect Independency (easy scripting, WYSIWYG tools, …) Stories made by storyteller = better prods
Presetting Pervasiveness & tech interoperability: Easier technical assets linkage as integrated in an engine;
Cost Management & fast productions: engine mutualisation architecture (Coded once, writing for many experiences) + capitalizing on tool experience;
Techno
Content
Telco & InternetAPI
TransmediaOrchestration(The Grammar)
AuthorwareTransmedia(The Words)
Storytelling
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From a software vision to interactive writing
Great! We can build an orchestrated transmedia and engagent experience with pervasive continuity among media channels & technologies…
Ok! I will send evidences by E-Mail before tomorrow!
Octopussy is on influence at Rio! Go to www.mi7_vs_kgbi.com/ to access our confidential investigation files about this agent (code: 041KEJ1).
Go to www.dailymotion.com/dfl12to have your mission briefing!
Agent Q’’ has extra-information
Call Q’’ at 36807
Agent KL007, Don’t believe Octopussy! She is a double agent! Would you like to know more?
Yes
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Unified identity paradigm
The Ideal Digital Identy in an interoperable network…
Human beings evoluting in a integrated tech environment
1 Natural Person = 1 unified cyber-identity for all device & service frames
Internet PF & Services
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Unified identity paradigm
But Network Identity is related to the context:
credential logins (Web Page login, Service account, Forum login, …)
Identity Providers (Orange Authentication API, FB Connect, Open ID, IDaaS…)
Device & PF contacts (Mobile Num (MSISDN Sim), Fixed Phone, E-Mail, STB ID, …)
Device usage (STB = family, Mobile = personal)
Company ID for a line-up of services (Google, ITunes…)
This non-interoperable state results in a set of scattered services
Internet PF & Services
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Unified identity paradigm
Stake: Unified Identity, useful on many way:
Multi-device Authenticated features & services ;
Thin Cross-channel Statistic & Better audience knowledge ;
Individual Immersion by being able to switch channel-to-channel as in daily life ;
The write message in the right channel to reach the best way audience ;
Transversal Community features ;
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Unified identity paradigm
Method 1: No orchestration
Interactivity = surface interaction without identity involvement
That, Lebron, is how you shoot a free throw. Hey, Barney Stinson speaking. A recording? No, this is really me! Anyway, glad you called 'cause you sound really special. Let's get to know each other. What are your hobbies? Oh my god, I like that too! Wow, I'm really feeling a connection here. You know, I never do this but what the heck. Let's meet up at MacLaren's Bar at oh, say, 3:45 a.m. on Monday, Oct. 12, 2016. I can't wait to meet you. I love you.
Superbowl Commercial
= Short story as episode plot
+ AR ¨Publishing
TV Episode (s05e15: Rabbit or Duck)= Franchise ProductionSuper bowl & Barney Phone is used as a plotBarney is flooded by phone call & each time Barney is about to bed a hotter woman, another woman calls the phone.
Stand-alone interaction
Voice Mail PF= AR ¨Publishing
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Unified identity paradigm
Method 2: Orchestration per identity
Interactivity = Assuming channel are split
SMS Channel
E-M
ail C
hannel
FB C
hann
el
TV-VoDChannel
Offi
cia
l w
eb
sit
e
Ch
an
nel
Core
Story
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Unified identity paradigm
Method 3: Formal Registration aggregating all identities to enable Orchestration
Orchestration of channels enabled but registration process =
- a single registration point but maybe many entry point.
- a barrier for audience ;
- Formal <> Immersive.
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Method 4: Progressive registration
Using audience migration to build an on-fly identity
Spectating VUP (Viewer/User/Player)
Passive, satisfied by the core content
Curious VUP
An audience interested in knowing more
Interacting VUP
Need interaction with the experience
Acting VUP
Need to act & be inside the story
Participative VUP
Action as an incidence on productions
+ emotional link+ immersionFanReady to give personal data for a deeper experience
- emotional link-immersionCasualNot ready to givepersonal data
Unified identity paradigm
Progressive Identity aggregation phasis
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Unified identity paradigm
Internet PF & Services
Building On-fly identity gluing Platform & Services profiles
enhancing service interactions is now possible
but some constraints: need a smart strategy + can mix profiles + hard to update
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Unified identity paradigm
A future candidate as method 5: Surf on Ubicomp trend (Ubiquitous computing)
Mobile = the everyday nomad identity
NFC+SIM use cases (Near Field Communication) =
Mobile as a Interoperable and standardize ID Card for service providers
3 global use cases:
Card mode: Electronic Identity providers
Reader mode: Distribution from passive objects
P2P mode: Exchange data & interact with third smart-objects
For many services: Authentication key, Billing, Tickets & Tokens wallet, ubi-history, geocaching distribution , geocaching by tag, Proximity trade, TV2Mobile Interactivity, Computer2Mobile Interactivity, Everyday object scans…
GSMA NFC Initiative = 40 telcos (including Orange) representing 40% of the global market
More & more NFC-enabled handsets:
2011 France previsions = 1M NFC-ready mobiles
2015 France previsions = 45% of sold devices would be NFC-enabled
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Conclusion
Transmedia has existed, is existing but still in mutation
Pure Publishing
Interactive entertainment
Interactive & Ubiquitous entertainment
Telco would be more & more involved as the story will embed more & more technologies
Close-Working telco/content providers to mature transmedia industry:
Getting easier & cheaper deployment of experiences inside the network ;
Standard/Normalization of API, Framework, Engines (driving to Authorware), Unified Identity ;
Scouting New Tech opportunities together:
Prospective: « What content writer need » meets « what telco can offer »
Anticipation & Innovation: « What we can do » meets « what Content writers will use»
Futurology: « What Content writers would like » meets « What we will do »
36 confidentiel Groupe France Télécom
Orange Labs – Activités Recherche Jeux 2010
Merci
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Questions?