advantedge vending

Case Session 2
WP2 - UBIMEDIA
Mikko-Pekka Hanski / Idean
Anu Kankainen/ HIIT
Agenda
1
Ubimedia @ next media
2
From noice to trends
3
Cases
4
About business models
5
Way forward
25.1.2011
3
UBIMEDIA @
Next Media
NEXT MEDIA - A TIVIT PROGRAMME
25.1.2011
4
UbiMedia 2010
•
Aim of the case:
•
To cumulate strategic
understanding on everyday media
practices in order to identify new
concepts and business
opportunities
•
using ubicomputing technology
and Living Lab methods
§
Main research question:
•
What kinds of ubimedia services
there can be in near future that
motivate people and their social
networks?
§
Special topics in 2010:
•
Alma Media: personal media
content collector
•
•
Undo: augmented reality + print
5-8/2010
Seed Digital Media: direct
marketing leading to mobile
shopping
NEXT MEDIA - A TIVIT PROGRAMME
25.1.2011
5
Relevant trends
and predictions
NEXT MEDIA - A TIVIT PROGRAMME
25.1.2011
6
10 Predictions for the News Media in
2011
1) Leaks and Journalism: A New Kind of Media Entity
2) More Media Mergers and Acquisitions
3) Tablet-Only and Mobile-First News Companies
4) Location-Based News Consumption
5) Social vs. Search
6) The Death of the ‘
Foreign Correspondent’
7) The Syndication Standard and the Ultimate Curators
8) Social Storytelling Becomes Reality
9) News Organizations Get Smarter With Social Media
10)The Rise of Interactive TV
http://mashable.com/2010/12/20/news-media-predictions/
25.1.2011
7
Environmental change
Virtual personality and presence
Augmented reality
Renewable energy
Digital distraction
Cloud storage
User generated content
3d teleconferences
Shopping 2.0
Ageing
Green
HD
Widgets
Security
Mobile broadband
App stores
Gesture based computing
GPS
3D
Ecosystems
Sensors
Collaboration
HTML 5
Smart phone
Tablets
Mobile UI
Remote monitoring
Local food
Hybrid cars
Shorter formats
VoIP
Multi-touch
Tracking
Mobile music
Government e-services
Cloud computing
Re-regulation
Too much choices
Telepresence
Micro payments
Virtual currencies
Global market
Fair trade
Personalization
Mobile web
Vending
M2M
Social media
Driverless cars
Analytics
Next gen mobile browsers
Innovation tools
Green IT
E-authentication
Mobile payments
Mobile advertising
Virtual protests
E-books
Trends &
buzz words
Signage
PIM
Micro-blogging
Verbal search
Online financial planning
Network computers
RFID
Individualism
Personalized ads
Multiple careers
Bio recognition
Sustainability
Presence
Real-time-web
Search
Mobile banking
Location based services
Mobile ID
Speech recognition
Crowdsourcing
Micropayments
E-compass
E-health
Near field
Source: Idean, 2011
M-Learning
Voice to text
Touch interfaces
Microblogging
25.1.2011
8
Existence insignificant beyond this date
2000
2010
2015
2020
2030
NMT
Landline telephone
Premium SMS billing
SMS
Non IP-call
C-cassette
Letter writing
E-mail
GSM networks
Blogging
Typewriter
ISDN
Data roaming (EU)
Getting lost
WEB 2.0
Telex
Printed directories
PVR
Local memory storage
Phone number
B&W television
Dial-up
Unconnected devices
ATM
Petrol engined vehicles
Phone booth
WAP
CD / DVD / Blue Ray
Desktop computer
LP
Monochrome display
Server in business
premises
Operator portal
PDA / Communicator
VCR
Fax machine
Mobile internet
(as separate
from fixed)
Boxed videogames
Classifieds in a
newspaper
Desktop applications
Computer mouse
Boundaries between
operating systems
Chalkboard
Car without embedded
GPS
Electronic devices with
+5 year lifecycle
Filmteather without 3D
Post offices
Paper shopping list
Newspaper delivery
Boxed software
Video rental store
Broadcast television
Premium ringtone
Google as a one
company
Telephone receptionist
CRT
(CRT-screens)
Cash
Paper concert ticket
Paper invoice
Printed newspapers
FM radio
Keys
Petrol station
Propietary software
Language skills
Matti Nykänen in
headlines
Manual customer service
Mobile text based search
Printed school books
Mass marketing
Electronics retail stores
Source: Idean, 2011
Business trips
Paper ID
25.1.2011
9
Staff picks
micro-payments
shopping 2.0
ecosystems
action based
advertising models
location info
new business
models
personalized feeds
25.1.2011
10
UBIMEDIA
CASES
NEXT MEDIA - A TIVIT PROGRAMME
25.1.2011
11
Alma Media: Personal Media
Filtering and Collecting Service
The concept was a test scenario that enabled researching users’attitudes. In
the test scenario Alma Media would offer personalized content to it’
s
customers and would respond directly to customer’
s needs. Alma Media’
s role
would be expanded from a quality content producer towards a trustworthy
assistant that chooses the essential content for every customer.
Undo: Augmented Reality + Print
Media
Embedding live cartoons into a print media via augmented reality realized for
handheld devices.
Seed Digital Media : Online
shopping list
A Cloud Based Platform for Combining Personalized Direct Marketing with
Useful Shopping Related Services. The built prototype combined a weekly
recipe feed from K-citymarket with an interactive cloud based shopping list.
25.1.2011
12
About business
models
NEXT MEDIA - A TIVIT PROGRAMME
25.1.2011
13
Business model - Shopping list
1 Special offer (based on personal
shopping history and location info)
Local food
producer
Value add
§ Accurately targeted
marketing
§ Action based pricing for
marketing efforts
3 Revenue share
Users
2 Payment (online or mobile
Value add
§ Free use of service
§ Relevant special
offerings and ads
payment)
§ Free of charge for the end
user
§ The service is predominantly
used for listing daily grocery
shopping
§ The shopping history and
location data is trasferred to
the service provider
Option for grocery home delivery
against a separate fee
Service
provider
§ Gathers data based on
shopping history
§ Profiles customers
Ad revenue
Advertiser
§ Personalized ads based on shopping
Value add
§ Revenue
§ Actual data on shopping
history
§ Gatekeeper position
Value add
§ Accurately targeted
marketing
history
§ Ad supported recipes based on
shopping history
25.1.2011
14
Business model –Personal Media
Filtering and Collecting Service
3rd party service
provider
Content / ad feed (concert
ticket sales, doctor appointment
bookings, etc.)
Users
Value add
§ Tailored content
§ Tailored ads with real
value add (e.g.
awareness of relevant
happenings for
children)
Personalized content &
ad feed
Purchases or other actions
(online or mobile payment)
§ Optimizes own content and
ad feed continuously by own
actions (clicks & other actions)
§ Receives relevant content
and ads
Subscription fees
Value add
§ Accurately targeted marketing
§ Action based pricing for
marketing à payment only for
successful actions
Revenue share on purchases
or
a fee for other successful actions
Media company
§ Provides users a
combination of media and
ad content
§ Gathers and analyses usage
data
§ Profiles customers
§ Creates ecosystem for
action based advertising
Value add
§ Revenue
§ Actual data on media
consumption and shopping
§ Gatekeeper position for
action based advertising
25.1.2011
15
Way forward …
NEXT MEDIA - A TIVIT PROGRAMME
25.1.2011
16
Insights for New Partners
25.1.2011
UbiMedia 2011
(Aller as case leader)
§
§
Big picture same as 2010:
§
using ubicomputing technology and
Living Lab methods
§
Main research question same as
2010:
§
What kinds of ubimedia services there
can be in near future that motivate
people and their social networks?
§
§
Special topics in 2011:
§
Undo and Aller: ”
Augmented reality and
print”
§
TeliaSonera and Aller: “
Ubiquitous
social-TV”
§
Seed Digital Media: ”
Ubiquitous direct
marketing
§
§
Alma Media: user understanding
To cumulate strategic understanding on
everyday media practices in order to
identify new concepts and business
opportunities
Aller: “
Context-sensitive community
service”
HIIT and VTT: user research, co-design
and prototyping
NEXT MEDIA - A TIVIT PROGRAMME
6.2.2011
18
25.1.2011
HBL tablet paper
–why and how
Lotta Holm, 25.1.2011
WHY –The aim of the project
The primary aim is to find a way to deliver the printpaper content 1:1 on tablet pc:s for those readers who
live in areas with challenging distribution.
The secondary aim is to develop a new kind of media
product which would be more online and more
interactive than the printed newspaper.
WHAT –The HBL eReader
§
Built on Adobe Air
•
•
§
§
Platform independent
Scales automatically to the given screen size
1:1 with printed paper, including the ads
Application can be downloaded from website and/or the tablets
own marketplace
HOW –
The process
Editorial
system
Ad mgmt
system
server
Customer
db
eReading application
XML-parser
WHAT HAVE WE LEARNED SO FAR?
§
Pre-studies show that our readers are very interested in tablets
and ereaders.
§
Communicate, communicate, communicate!
§
Designing for the tablet is everything but easy, but good
guidelines are an invaluable help:
=> Focus on the why, what and for whom, and
the how will follow!
Building Exchange Rates for Media Currencies
MOBIME
Next Media result seminar 25.1.2011
Anna Viljakainen, VTT
Katariina Uljas-Ahl, Dagmar Oy
Understanding advertising impact of
media and comparable media
currencies are the bases of
intelligent marketing investment
decisions
6.2.2011
26
The aim of the MOBIME research project is to find
answers to the challenge that due to lack of holistic
media surveys, Finland is also lacking an
intermedia currency, i.e. an exchange
rate for buying and selling media advertising space in
different media.
The reason for building media exchange rates is to find
better measures for ad impact: one media and
cross-media.
There are several ongoing projects in number of markets
for building intermedia currencies as they are
considered a growth factor for an industry
that has a high dependence on advertising revenue
MOBIME
An Enormous Challenge
Media
Change in media
ad spending in
2009 (change%)2
Share of media ad
revenue in total
revenue3
Newspapers
- 22 %
55 %
Urban and pickup papers
- 19 %
100 %
Magazines
- 23 %
Commercial TV
w/o production costs
Newspapers
- 12 %
25 - 29 %
57 - 80 %
Online
+6%
50 - 90 %
Outdoor
- 18 %
100 %
-2%
95 - 100 %
Commercial radio
Advertising by Medium
in 2009
EUR 1264,4 M1
Urban and pick-up papers
Magazines
Printed catalogues
Television
Online
Radio
Cinema
Outdoor
1) TNS Gallup Media Intelligence, Finnish Advertising Council 2) Ibid. 3) Statistics Finland and Association of Finnish Advertisers
Media Surveys = Currencies
…each media have their own
-
TV Audience Measurement TAM [TV-mittaritutkimus]
The National Readership Survey NRS [Kansallinen mediatutkimus KMT]
The National Radio Listening Survey KRT [Kansallinen radiotutkimus]
Outdoor Impact
(TNS Atlas)
(TNS Metrix)
…are not comparative
…have been initiated to serve the respective medium
…are built for traditional media but media brands are becoming crossmedial
…measure quantity, rather than quality
…have great differences in the depths of information
…are collected using different methodologies
…do not measure impact of advertising
How to compare apples with pears?
The National Readership Survey
(KMT Lukija)
TV Audience Measurement
(TV-mittaritutkimus)
Official currency
Readerships of publications
Viewing figures for programmes, breaks
and spots
Measured media
190 national and 250 regional
publications
70-80 TV channels, including cable
channels
Sampling
Two-phase stratified random sampling,
based on municipals of Finland
Random sampling, representing TV
households in Finland
Sample
Finnish- and Swedish-speaking
population, aged 12+, living in
continental Finland
Residents aged 4+ in TV households
Sources of sample
97 % from Population Register Centre,
3 % company mobile sample
Population Register Centre
Annual Sample Size
24,000 (from Spring 2010)
Panel size: 1,100 TV households (about
2,300 people)
Data collection
method
Computer-assisted telephone interview
(CATI)
People meter data
Frequency of reporting
Twice a year on a continuous basis one
year at a time.
Continuous 24-hour measurement of inhome viewing
Survey data owner
Levikintarkastus Oy
Finnpanel Oy
Tool for data
processing
NettiKMT, MediaPlanner
Arianna, AdvantEdge, and TV stations’
internal processing systems
Mobime - Project Objective
Increase
comparability between existing media surveys
Examine the harmonisation needs in current media data
Develop a proof of concept to specify whether data integration is
possible, and under what conditions
Investigate whether a single intermedia currency or exchange rates
between currencies will be developed
Demonstrate an on-demand reporting system
Get more qualitative elements added to media
surveys that are said to yield mainly quantitative results:
increase understanding of advertising impact
Create national
know-how about merging media data
Intermedia Currency or Exhange Rates?
§
§
Intermedia currency
•
•
•
•
The ’
euro’
A tool for intermedia strategic planning
All intramedia currencies would be evaluated and rated equally
A more static measurement
Exchange rates between currencies
•
The ’
francs’and ’
pesetas’(i.e. readerships, viewing, listening
figures…)
•
•
A tool for tactical planning
•
Measurement of currencies executed differently and scaled against one
another
•
Each medium retains own currency that follows its own cycles and
methodologies
•
Exchange rates exist and develop based on the changes made in each
currency
Currencies becoming comparative being enriched with data from other
currencies
Drivers to Merge Media currency Data
§ Share and save the costs of collecting data and
overlapping work
§
Jointly develop new
media survey data
tools and methods to
§ Enrich the media data of each partner
§
Get more comparable
buying/selling media
media metrics for
Year 2010 –focusing on key objectives
§
Board meetings: Concretizing and prioritizing our objectives
§
Industry interviews:
Identify the needs and wants of the
media industry, media houses and advertisers
§ Roles of different media in consumers’lives
§ Media currency comparability
§ Consumer behaviour and media experience
§ Media impact and effectiveness
§ Marketing/ad impact
§
§
A media survey data content analysis of 3 currencies
§
International benchmarking (IPA TouchPoints in the UK)
Listing of key questions to be solved to enable the success of data
integration
Year 2011 - a lot of key questions need
to be solved
§
Under what conditions is data integration possible?
-
Technical issues
Statistical issues
Business issues
Legal issues
§
What is the extent/benefit for data/knowledge transfer among the
parties?
§
§
§
§
§
§
§
How will media outside existing currencies be considered?
How will new media be measured?
What are strategically the key issues to be measured?
What currency is chosen to function as a ”
hub”survey?
How is qualitative data on media-use collected cost-efficiently?
Who are the administrators / owners of the end product?
How can the quality of the end product be verified and ensured?
MOBIME Participating Organisations
In 2010
In 2011
§
§
§
§
§
§
§
§
§
§
§
§
§
§
§
§
§
§
§
§
§
Dagmar Oy
§
Project budget: 400 000 €
§
Dagmar Oy
Finnpanel Oy
Nelonen Media
Sanomalehtien liitto
TNS Gallup Oy
VTT
Project budget: 150 000 €
Finnpanel Oy
Nelonen Media
Sanomalehtien liitto
TNS Gallup Oy
JCDecaux
Kustannus Oy Aamulehti
Sanoma News
Mainostajien Liitto
MTV Oy
RadioMedia
mFabrik Oy
Levikintarkastus Oy
VTT
Aalto University
“
A major benefit of MOBIME for the project
partners is that discussions have begun as to
how media data should be unified in one way
or another. We have started to build a
common vocabulary in terms of issues that
are relevant in data collection or reporting
when aiming at the comparability of
currencies.”
MOBIME Final Report