Nikolaus Mohr Gerhard P. Thomas. Interactive Broadband Media

Transcription

1 Nikolaus Mohr Gerhard P. Thomas Interactive Broadband Media

2 Edition Accenture Edited by Thoma Herb t, Managing Partner Accenture The eries is tailored to meet the information need of top executives in high-tech, telecommunications and media enterprise. It provides excellent strategy knowledge with target orientation and specialized capabilities. The possible olutions also contain advice on how to implement the required technology and processe in organisations. Including strategic functions such a hareholder value creation, organi a tion & reporting, and customer relation hip management, the books provide you with top management knowledge and analyse busines potential and business model in area such as media markets, mobile commerce and application ser ice provi ion. For more information on coming titles visit our homepage

3 Nikolaus Mohr Gerhard P. Thomas Interactive Broadband Media A Guide for a Successful Take-Off With contributions by Ingo Draheim, Donata Hopfen, Matthias Hiilsmann, Markus Karras, Peter Weidermann, Richard Werner and Randolf Woehr I a~ v1eweg

4 Die Deutsche Bibliothek - CIP-Cataloguing-in-Publication-Data A catalogue record for this publication is available from Die Deutsche Bibliothek jwww.ddb.de 1st Edition August 2001 All rights reserved Springer Fachmedien Wiesbaden, 2001 Urspriinglich erschienen bei Friedr. Vieweg & Sohn Verlagsgesellschaft mbh, Braunschweig/Wiesbaden, 2001 Softcover reprint of the hardcover 1st edition 2001 www. vieweg.de vieweg@bertelsmann.de No part of this publication may be reproduced, stored in a retrieval system or transmitted, mechanical, photocopying or otherwise without prior per-mission of the copyright holder. Printed on acid-free paper ISBN ISBN (ebook) DOI /

5 Foreword We are currently in the midst of the "digital revolution". Compared to the industrial revolution, which raised the living conditions of the majority of the world's population to a new level, the consequences of the digital change appear to be even more fundamental and far-reaching. Although the past decades have already seen radical change with regard to the introduction and spreading of PCs and the Internet, no end to the technical developments that have a major impact on our lives is yet in sight. The media industry is particularly affected by these technological changes. From individual formats and innovative services to new methods of distributing content and entirely new possibilities for customer relations, all areas are directly affected by the changeover from analogue to digital. Convergence is the key word here - the merging of telecommunications, computer technology and media & entertainment is creating new markets. The development of interactive, digital broadband media is becoming a key issue for the whole industry. As is probably the case for any important historical development that stretches over a period of time, the road to progressive digitalisation is not always smooth. The current "slowdown" of the New Economy - combined with a series of corporate failures, irreconcilable financing difficulties, and even ideas that are drying out - constitutes just one of the setbacks. Other aspects of the digital revolution, too, have undergone a phase of sobering up following the initial euphoria. One example of this is the "Full Service Network" developed by Time Warner in However, these frustrating setbacks cease to appear quite so serious when viewed in the perspective of the positive, longterm overall trend towards a digital world. Rather than expecting them to lead to a fatal economic collapse, companies should consider them to be a sign of a healthy purge. The digital v

6 revolution continues to progress, giving way to new, futureoriented possibilities and opportunities for all media users. This book discusses visionary ideas and realistically sums up the situation. After beginning by sketching the developing interactive broadband market, it continues to systematically analyse various possible solutions and successful business models for media enterprises faced with the problem of realigning themselves and remaining competitive under difficult circumstances. Here, adopting a new, customer-oriented approach is just one important step along the road to the digital revolution. Frankfurt, August 2001 Gerhard P. Thomas Dr. Nikolaus Mohr vi -

7 Table of Contents Interactive Broadband Evolution "Get & Sell Audience" Basic Mechanics of All Media Business "Get Audience": Content Production, Aggregation and Distribution "Sell Audience": Customer Insight, Advertising and Merchandising Revenue Shift from "Get" to "Sell Audience" Get Audience Content Production Interactive Broadband Content Production The Art of Interactive Broadband Storytelling Content Production Develops Along Technical Network.... Development Stages Different Areas of Interactive Broadband Content Requirements for Attractive Future Broadband Content Willingness to Pay Content Aggregation Why Do We Need Content Aggregation? Development Stages of Content Aggregation Evolution to MCAPS and Relevant Examples MCAP's Offering in a Broad- and Narrowcast Hemisphere MCAP's Struggle and Partnering for a Predominant Brand Aggregators Can Act as Market Makers or as Entrepreneurs Content Distribution Coax Cable Satellite Digital Terrestrial xdsl UMTS I 3G Mobile Wireless Local Loop (WLL) vii

8 3.3.7 Power Line Communications (PLC) Fibre To The Home (FTTH) Access Technology Overview and Trends Sell Audience Customer Insight How to Obtain Customer lnsight In-house Usage of Customer Insight External Usage of Customer Insight Advertising Development of Permission Advertising Advertising Today and Tomorrow Market Size, Trends and Development of Different Media & Broadband Merchandising Merchandising in the Media Environment The Importance of Merchandising in Interactive Broadband.... Services Pre-Clustered Communities: The Martha Stewart Example The Event- and Intention-Centred Merchandising Approach Market Trends Revenue Streams and Future Business Models viii 5.1 Revenue Streams The Get Audience Side The Sell Audience Side Transactions Business Models in the Interactive Broadband Services Environment What is a Business Model? Business Model Components of an Interactive Broadband.... Service Provider Customer Decision Process Strategic Intent Business Models for Future Interactive Broadband Services

9 5.3.1 General Implications Five Generic Types of Business Models Outlook: Interactive Broadband Media Scenarios Sources lndex ix

10 X -

11 Table of Charts Chart 1: Interactive Broadband Television... 2 Chart 2: Value of an Interactive Household in Germany... 7 Chart 3: Get & Sell Audience Mechanics of Media Business... 8 Chart 4: Financing Content by Different Types of Media Chart 5: Emotional and Rational Content Develops Towards Multisensual.... Content Chart 6: Broadband Widens the Range and Mixture of Traditional.... Storytelling Techniques Chart 7: Sources and Clusters of Content Chart 8: Evolution from Traditional to Broadband Content Chart 9: Development Stages of Interactive Broadband Content Chart 1 0: Broadband Content Requirements Chart 11: Demand vs. Willingness to Pay Chart 12: Media Logic: Need to Have- Nice to Have Chart 13: Development of Content Aggregation and Customer Relations Chart 14: Content and Access Development Chart 15: Examples of Networks Developing around Multi- Channel.... Access Aggregators (with no Claim to Completeness) Chart 16: Broadcast and Narrowcast Hemispheres Chart 17: Interactive Broadband Services Bouquet Chart 18: Successful Content Aggregation Building Blocks Chart 19: Different Access Technologies Will Penetrate the Market Chart 20: Service Types and their Requirements Chart 21: Overview of Access Technologies Chart 22: Market Forecast for Access Technologies in ASG Chart 23: The Benefits of Customer Insight in the Interactive Broadband.... Business Chart 24: The Three Stages of Customer lnsight Chart 25: Customer Value and Personalised Service Chart 26: Advertisers' Willingness to Pay Premium Rates for Clustered.... Target Groups Chart 27: The Success of Abacus Direct Chart 28: The CRM Solution Architecture Chart 29: Development of Advertising Chart 30: Declining Banner Click-Through Rates Demonstrate the.... Rejection of Mass Advertising Chart 31: Intensity of Permission Chart 32: The Permission Advertising Cycle Chart 33: Different Advertising Platforms Chart 34: Participants in the Merchandising Process Chart 35: New Merchandising Opportunities in Interactive Broadband Services.116 Chart 36: Martha Stewart as a Pre-Clustered Community Chart 37: The Event/Intention-Centred Merchandising Model xi

12 Chart 38: Retail Sales of Merchandised Products in Austria, Germany.... and Switzerland Chart 39: Main Get Audience Revenue Streams Chart 40: Main Sell Audience Revenue Streams Chart 41: Main Transactions Revenue Streams Chart 42: Issues and Business Challenges for Content Distributors Chart 43: Business Models: Main Components and Influence Factors Chart 44: Customer Decision Influencing Factors Chart 45: General Implications for Interactive Broadband Service Business.... Models Chart 46: Interactive Broadband Media Scenarios Chart 4 7: Future Development of the Interactive Broadband Media Industry xii -