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Evolution in Digital Media

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Fri, 6 May 2011|


Automatically Generated Transcript (may not be 100% accurate)

It's good morning so actually. On -- minute video one piece -- gonna talk about first night for everybody else talks the talk a little bit just give a broad overview of -- Internet transit technology. And -- consumer behavior that I think will set then everything in context so that then. My colleagues here will talk more about specific pieces of overalls -- in an alien skin and visual media landscape. -- as had mentioned we have. Assembled or a team here we have ranging you need -- our director corporate sales solutions. And mark Steinberg stricter -- research and development. A -- Michael -- -- our director of a CO. So we have a an agenda of number things to cover my for first I'm gonna talk about the evolution visual media technology and and again woman's -- video for -- off. Here. So. Digital media technology has been changing rapidly when -- call evolution or revolution of the last five to ten years. Technology has and continue to accelerate in terms of the pace of change. It's become increasingly hard to keep up with -- which is one of the reasons why we're having this discussion. So specifically I'm gonna cover a couple pieces here. One talking about changes in consumption of media among among users especially the United States technology trends in general. A couple of new marketing vehicles. What's cannot really reference to the point car and -- but you know it's -- little on our. -- -- can talk little about online video. This is -- mean we talk about changes in media consumption habits. This is a really striking graph that shows essentially the the destruction of an industry here in this case the the music industry. You can see -- there in about 2001. Terms of sales up fifteen billion cells mostly CDs. And then. I don't we get Napster. In about 992000. So since we have peer to peer networking and broadband connections coming out. Which then agency -- -- and cut them over the last ten years about -- half. Based on you know essentially yeah technology. Crushing -- business model. For me this is low one the most striking charts and I've seen -- a long time. Covers very long period there from about 19100 to current day and actually pretty projects out about the next ten years -- from a consulting -- care. This is a chart that shows the number of hours per week that Americans -- consume media. And all the way down far left and around 19100 and they are actually have studies that they source this from it's not just guesses. The Americans on average can spend about ten hours a week so roughly Laporte -- -- today consuming media typically newspapers and books. If you knew almost solely to the right you can see we're -- present day. People are spinning about seventy plus hours a week consuming media. So and the really the consumption of credit. Has gone down some but it's certainly not gone away. But all these new media types have added up in the biggest -- you can see sort of and -- sort of blue green area there's been TV. And then very recently last about fifteen years going from almost nothing now. -- you know will be about 1520 hours a week -- Internet consumption. So you can -- the vast change -- that's occurred. Where people are now consuming what this is more than ten hours today but when he when he. Media every single day. So at work -- at home people are always on. The sort of just summarizes but I haven't adds a few pieces here so not only -- people consuming way more media than ever now. Are also considering in different ways in ways they want to so so -- in terms like place shifting and time shifting and device shifting. Basically means people are connecting wherever they are are they want whenever they want. You know I know I personally you know -- here remember last and I watched TV -- live a pretty much you know that the commercials are striving not so. I report them and -- even if they struggled to some counseling fifteen minutes until I can surface -- -- -- the commercials. And increasingly people consuming via the Internet so even you know the and other cable companies are seeing -- vigorous now. That their business could go -- it's more and more users shift to. On my video. -- the big changes people aren't just so called leaning back anymore it's not just leaning back and reading what -- what's presented to -- there acting. So that's why you know we talk about whether it's comments. Or you know or very social networks or whatever device you want to talk about. People are contributing and -- blogging and -- their -- videos that sort of thing. And as well as consuming video at the same time or consuming content at the same time. People also are using more and more sources there -- a staff that the use the years ago when I started a working Internet about 1998. That the average person and it was I think twelve web sites they visited really on a regular basis and there was sort of a max. That number recent report I saw what was up to the low twenties. So. That's that's still doesn't seem like that many but I think if you look at your on the ABC probably -- -- site you visit. It's a really essentially even or people people are going to more and more resources for more more types of information. And are also demonstrating a very marked preference for video -- -- -- here -- minute. This is also one last comment which actually Michael -- -- more -- social media. Here any minute but when we say people are using social networks -- it sounds like that you know their own -- with the other -- -- people on FaceBook. And connecting to Altman when in reality people are creating -- -- networks. So when you think about social media it's really. How people are going to these various networks and then creating their own network -- -- there. So does this chart points out -- few key changes over just the last ten years. And -- hit a couple of them. But in 2000 about 5% of Americans have broadband at home now -- -- 65 -- about two thirds. Which is a tremendous change well. 0% used to connect to Internet wirelessly now enough about 60%. Nobody used social you know technology social networks and he felt they didn't exist. Now about half of all Americans use them. So this sort of summarizes. In 2000 -- -- -- stationary connections built around a computer typically sitting on a desktop or into your desktop. -- and now the the -- and the more typical behavior is using fast mobile connections. To contents -- -- that is out somewhere on -- -- servers. You probably can't read this this is just to make -- point regarding the pace of technological change. And it's from a consulting group called partner. They actually have and maintain about 75 or so charts of this type simultaneously. This is just one of their the call the technology hype cycle. But it's essentially the the life cycle technology coming from just the grand idea to actually being usable. And -- they track but 18100 different specific technologies. So this is one short covering about another fifty of them. And you have everything from here are on the right which her become becoming real technologies used a speech recognition. Electronic paper -- -- the things their way on the left. Like there are things like computer bringing their faces and human augmentation. Which are agreeing to ideas an -- actually getting a lot of press in some areas -- states. We'll probably aren't going to really impact. Significantly for a while you know I don't that's ten years or five years. The point here being that this is long. Seventy -- different areas so you imagine just the volume -- technological change this coming our way of the next few years and this is a -- covers about a you know as much as fight in your country. So specifically some of these major changes I'm gonna highlight a couple of them to think about for your business. Mobile computing which I know everybody is obviously where. But it's you know. If -- and hopefully taking advantage. Things like I -- And libraries senior salesforce for example these are things you can really impact your business just imagine when your sales reps here on an iPad doing -- demos. You know virtual representations your products that sort of thing can be very powerful so people are you doing those things -- filter things are -- -- signal you really works into the quickly into. Into business. Social networking -- -- we have Michael spends a lot of time working so social networking to cover that. But social networking really have an impact their business we -- a lot of practical or social network. Plans in usage and we we're gonna do a lot more in an area. One point this thing -- -- web services here. I know something what strategy that we use is we don't. We don't do as much buying and and -- building software including our own servers as we used to. We do a lot of partnering. -- web services. That's one thing you can think about what you you know -- software service or -- -- into other people's functional web services. If you look at one of our web sites it's actually. You know the foundation is ours. But depending upon where you're there's at least ten different banners we use the supplied different things don't want -- -- -- that we have. So that's something that I know. If your all the technology picture you're really thinking about do we really need to buy this or just something connects you pull in via web servers from somebody else. Allman video cover -- -- moment. I won't get -- all these other things in depth. There's semantic web though is is one thing that's you may or may not -- heard but -- can weblog useful. -- -- Electric's sweet apple were harmed him by tagging it means we -- we have human editors who write it. And -- -- what it's about it we also think it's about these things it's about. You know fire rescue -- about even -- might -- about a given company. Fossil packet that. -- -- Our functionalities let us use that content in in many different -- based on we want now shall article mention. President Obama more. You know -- given like the Japanese disaster or whatever. So -- something to keep in mind when you're creating content for your own web sites. It is to -- in -- hacking or looked -- technological valued and skip from these others. So we talk about new marketing vehicles this -- some things that we actually have available now. Is. For instance I don't know if anybody in here is doing any advertising the in any mobile apps. Know. Something we currently have. We -- weren't for instance for -- -- we have both an iPhone and iPad out. We also are developing mobile friendly sites that'll be out in in a few months. So we're taking a multifaceted approach -- not doing one or the other. You know we're trying to cover -- wants to come to one -- our web sites we're gonna offer them. The web site that works well for them so we're good technique and in. We're saying okay if you're on normal user on a PC to get the regular site. If you're not a normal user you're you don't Smartphone we'll give you Smartphone optimize site for tablet user will probably give -- -- optimize site. That make sure that that experiences is exactly the best we can offer. And also along with -- there's advertising opportunities are specific to the speakers. There were often -- because there's a lot of -- you can. Put more functionality in apps than you can just -- deliver over the web -- also Butler offering you know device specific apps. Which more willing to -- that. Also offering rich media ads and I know we're seeing a lot more customers started to do things like video ads. -- you know -- more than just the basic animated and something that we support in many cases you just have to ask this and you'll you'll see we can do. There's also some things that. On the horizon we don't have quite yet but if things you certainly can take advantage of -- daily deals are groupon which are which can be the right circumstances very effective. Maybe maybe not in the -- market -- picture of him is gonna go for the -- on the fire truck. But you know pencil to social T -- you know it probably could work. Couple of -- all -- video here this is a graph from WIRED Magazine. The title of that issue last year was the web is dead. Which is a little extreme for viewpoint. So just to explain what this this -- -- it's a -- chart. Showing at the bottom and -- -- there. World wide web traffic war essentially. Web page traffic. And you -- peaked at about 2000 as a percentage of overall -- -- with you -- Internet. Has gone up dramatically. In reality the actual amount. Web page is served and -- with served. The gone up dramatically it just has gone down in comparison to what is now dominating began with install more than 2% of -- -- the last few months even. Online video has gone in about ten years and essentially being. Almost beaten -- negligible to being more than 2% of being with you from the Internet. So the point of this chart is essentially video in peer to peer to some like services like -- former Napster now on things -- that point. Really consumed most traffic on the way. Some points -- online video. You know your case what people think though calling video it's all about when YouTube watching you know feels like counseling -- or. You know average -- videos. And that is the number one usage however -- get to number two in three. News videos and educational videos or really -- -- concern now. Andy. You when you look at the stats are about half of all adults. Watch videos -- -- what's really relevant for all of our markets. This is that there really -- anyway when I first -- -- and actually I just saw a new study yesterday -- have kind of -- Here but didn't just go with the study -- -- middle last year. Showing that 44% of American news consumers get news from Internet video. And that's more than any other source including newspapers radios and radio except for TV. A slow the pew Internet to the source of the study so nonprofit group actually came out with study just last couple days saying. It's now -- Internet use Internet consumption of news has now surpassed TV. So having such a subject this but that's really amazing stat. So that's my -- my little overview of a pass on to that -- Mangini.

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