Putting the consumer first: the effect of mobile on broadcast. NAB @ MWC, February 2014

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Published on March 3, 2014

Author: fjordnet

Source: slideshare.net


Mark Curtis, Chief Client Officer at Fjord, presented at the NAB show during Mobile World Congress 2014 on the future of mobile media.

Putting the consumer first: the effect of mobile on broadcast NAB @ MWC, February 2014

Our focus is service design We differentiate providers in ways that create an emotional bond between the customer and the service. Our business is delight. Confidential Page 2

We help the world‟s leading businesses create great services through the power of design LONDON • HELSINKI • BERLIN • MADRID • NEW YORK • STOCKHOLM • PARIS • SAN FRANCISCO • ISTANBUL Confidential Page 3

We work with the world‟s top brands Confidential Page 4

Design for data Retail price of roasted coffee, 2013 England riots: what happened to the rioters? INNOVATIO N Confidential Page 5

The ultimate companion for game day and beyond Confidential Page 6

Re-imagination of the phone bill Confidential Page 7

From desktop to pocket: mobilizing TV to millions Confidential Page 8

Some facts (and speculation) TVs go online By 2017, over 80% of all TV sets sold worldwide will be enabled for online connectivity and smart features Media are going mobile >50% of BBC and Guardian consumed on mobile Video is going mobile In 2014, >50% of video consumed on mobile in the US will be 10 minutes+ Confidential Page 9

Some facts (and speculation) Are tablets settling into media devices? Google Play launched on iOS But it‟s not seamless: • You cannot buy movies or shows (Apple doesn‟t allow) • No offline capabilities Innovation frenzy Comcast launch (Feb 2014) of X1 DVR allows downloads to take on the go Confidential Page 10

Some facts (and speculation) Consumers are using mobile to: • Access movie information • View trailers, buy tickets • Check TV show times • Engage with social media sites during shows • Preorder and buy DVDs, video games, digital downloads • Watch content Confidential Page 11

Some facts (and speculation) Mobile display advertising is growing According to Gartner, worldwide mobile display advertising spending is estimated to grow from $1.8 billion in 2011 to approximately $13.5 billion in 2015. But has it found its form factor? Social TV is dead Either our friends have terrible taste or we know of it already. Says Gigaom in January 2014: “People don‟t want to know about poor choices old high-school friends made on their living room couch.” Confidential Page 12

Confusing. Especially for the customer. The media industry may be the least customer friendly on earth. Confidential Page 13

Proliferation of channels causes confusion Where can I watch VEEP? • BT Vision? Confused pricing • Netflix? Simple at £5.99/month • Apple TV? Expensive, delivers Netflix too • Digital Terrestrial? • YouTube? • Sky Now? • Somewhere illegal my kids know about? • Maybe Amazon/Facebook? There are multiple user experiences (plus remotes and interfaces) Can I use offline as well as online? Confidential Page 14

But Mobile Drives Simplification Confidential Page 15

But Mobile Drives Simplification Confidential Page 16

Questions Where is the Spotify/Beats for video? • Playlists • Social (recommendations and feed) • Easy-to-grasp pricing • Multiplatform delivery • True On Demand Where is search for broadcast content? What is a newspaper? What is a TV channel? Twitter and Facebook lead the way. Snapchat, Vine, and Buzz are redefining media. Confidential Page 17

Confidential Page 18

Confidential Page 19

Service Priorities Use data • Better understand the user‟s context • Find gaps in market – like House of Cards • What are Amazon/Facebook doing with data and content? Make payment amazing Focus on mobile: device upgrade cycles way faster than TV Use the second screen to personalise experience - even in group viewing situations Build services on top of the “product” for advertisers and consumers Confidential Page 20

Digital transformation waves Desktop web 1990‟s 2000‟s 2010‟s Confidential Page 21

Digital transformation waves Desktop web 1990‟s Mobility 2000‟s 2010‟s Confidential Page 22

Digital transformation waves Desktop web 1990‟s Mobility 2000‟s Living services 2010‟s Confidential Page 23

Complexity Digital transformation waves Desktop web 1990‟s Mobility 2000‟s Living services 2010‟s Confidential Page 24

The living services wave CHARACTERISTICS Personalised ENABLERS Constantly evolving • • Self-learning and Each person's experience is unique adaptive • Customization, at scale • Data used intelligently and in real time Physical & digital merge • Distinction between digital and physical channels blurred • Biometric input, „natural‟ interfaces, and multimodality • Fast-growing range of devices and sensors • Faster, cheaper data transfer • Cloud ubiquity • Context-sensing • Natural interfaces • Identity & privacy solutions Confidential Page 25

Five consequences for broadcast media Confidential Page 26

1. Fragmentation of consumer attention Further fragmentation of customer attention attention as conversations with objects proliferate. Confidential Page 27

2. The home needs a platform The home will first be distributed and then connected, and this will demand a platform. Whoever owns this will also play a key role in media distribution.(Why did Google pay $3.2bn for a thermostat and smoke alarm?) Confidential Page 28

3. Data expertise is required Do media have permission to play in this space? Confidential Page 29

4. Customer centricity How can the media industry become genuinely customer centric? Confidential Page 30

5. Relationships with customers are changing Every business will need to redefine its relationship with customers. Broadcast is no exception. Confidential Page 31

We‟re in the re-imagination business “Re-imagination of nearly everything powered by New Devices + Connectivity + UI + Beauty” Mary Meeker of KPCB Confidential Page 32

Thank you! mark.curtis@fjordnet.com @fjord

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