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Monetization Strategy Workshop, Madrid on June 24, 2010 at the Center for Business and Innovation at Atos Origin.The purpose of Monetization Strategies Workshop is to discuss the latest trends in a topical area of as online video monetization, and show the customer benefits. Online video is one of the key elements in the development of video as a vehicle of communication. Sample of this is that ad spending in England on "Internet" in 2009 has exceeded advertising investment in "TV". Another example is the 32,000 million online video viewing in January 2010 in the USA and delivered 114 million videos a month to the English people through the BBC iPlayer platform.
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Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. March 2007
© 2007 Atos Origin. Confidential information owned by Atos Origin, to be used by the recipient only. This document or any part of it, may not be reproduced, copied,
circulated and/or distributed nor quoted without prior written approval from Atos Origin.
Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish symbol itself are registered trademarks of Atos Origin SA. July 10
© 2010 Atos Origin. Private for the client. This report or any part of it, may not be copied, circulated, quoted without prior written approval from Atos Origin or the client.
“ITcasting”,
monetización del Long Tail
June 24th, 2010
MIGUEL-ANGEL MORCUENDE
2 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
AGENDA
09:40 h. Introducción. Workshops de Innovación (video)
09:43 h. Atos Origin (equipo)
09:46 h. From “Broadcasting” to “ITcasting”
09:48 h. Tendencias mercado: New Media
09:54 h. My eDirector2012 (vídeos)
10:05 h. EJEMPLOS
3 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
AGENDA
09:40 h. Introducción. Workshops de Innovación (video)
09:43 h. Atos Origin (equipo)
09:46 h. From “Broadcasting” to “ITcasting”
09:48 h. Tendencias mercado: New Media
09:54 h. My eDirector2012 (vídeos)
10:05 h. EJEMPLOS
4 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
5 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
6 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
7 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
AGENDA
09:40 h. Introducción. Workshops de Innovación (video)
09:43 h. Atos Origin (equipo)
09:46 h. From “Broadcasting” to “ITcasting”
09:48 h. Tendencias mercado: New Media
09:54 h. My eDirector2012 (vídeos)
10:05 h. EJEMPLOS
8 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Americas
2.900
UK
6.300
Netherlands
8.300
France
15.400
Rest of EMEA
2.800
Central Europe
4.300Asia Pacific
4.700
Spain
6.000
Global presence: All over
the world, wherever you are
In total more than 50.000
employees worldwide In 40 countries worldwide
Atos Origin (team)
9 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
ARI (Atos Research & Innovation)
Coordinating 90 R&D european projects
Olympic (olympic.atosorigin.es)
Live (www.ist-live.org)
My-e-Director (www.myedirector2012.eu)
PENG (www.peng-project-org)
CAM4Home (www.cam4home-itea.org)
NextMedia (www.nextmedia.eu)
Saracen (www.saracen-p2p.eu)
JOI (Juegos Olimpicos Interactivos)
Buscamedia (www.cenitbuscamedia.es)
» Streaming
» Metadata
- In video Mpeg 7, MPEG 21
- Sport (SportML, EventML, AO Olympics)
» Multimedia Search
» Semantics in media area
» Advanced User Interfaces (multitouch, multidevice,
tangibles, …)
MEDIA SECTOR
10 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
New Media (TUM)
Taken the lead in New Media activities
Documental and Contents Management
Multichannel TV
TV interactive (Olympics Games)
Multichannel Contents Platform
TV Archives
Framework Platform
Adaptative Virtualization
Photograph Archive
Online Video Platform
11 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
AGENDA
09:40 h. Introducción. Workshops de Innovación (video)
09:43 h. Atos Origin (equipo)
09:46 h. From “Broadcasting” to “ITcasting”
09:48 h. Tendencias mercado: New Media
09:54 h. My eDirector2012 (vídeos)
10:05 h. EJEMPLOS
12 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Broadcasting & ITcasting
- Broadcasting: is the distribution of audio and/or video signals which transmit
programs to an audience (traditionally: Radio & Televisión)
- ITcasting: Content difussion over IT (Information Tecnology) networks, that´s
means: Radio, Television, Content Interchange (ADSL,…), mobile (DVB-H),
and including UGC (User Generated Content)
13 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Broadcasting
14 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
ITcasting
15 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Broadcasting (Prime Time) / ITcasting (Personalization)
Broadcasting
(Prime Time)
“Director´s choice”
ITcasting
(Personalization)
“My choice”
16 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
¿POR QUÉ EL VÍDEO?
Las personas recuerdan:
» 20 % de lo que escuchan
» 30 % de lo que ven
» 70 % de lo que escuchan y ven
Fuente: Cisco, Human Productivity Lab, 2006
The Psychology of Effective Business Communication in Geographically Dispersed Teams 2006; Pean
Kandola
17 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
AGENDA
09:40 h. Introducción. Workshops de Innovación (video)
09:43 h. Atos Origin (equipo)
09:46 h. From “Broadcasting” to “ITcasting”
09:48 h. Tendencias mercado: New Media
09:54 h. My eDirector2012 (vídeos)
10:05 h. EJEMPLOS
18 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
What about the consumer?
14 MM articles
32 MM users
2.000 MM search/day
200 MM users
471 MM users
(100 MM mobiles)
1.000 MM visits/day
2.000 MM videos/day
19 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Videos Viewed Online USA (2009/2010)
Videos
Viewed
(MM)
Share
(%)
Unique
Viewers
(MM)
Feb 09 Feb 09 Feb 09
5.300 41 99, 4
463 3,5 53,8
353 2,7 41,7
333 (*) 2,5 34, 7
259 1,97 28, 5
TOTAL online 13.100 MM 100 % 145 MM
Source: http://comscore.com
Videos
Viewed
(MM)
Share
(%)
Unique
Viewers
(MM)
Jan 10 Jan 10 Jan 10
12.816 39,5 136
903 2,8 38,4
491 1,5 36,1
435 1,3 51,4
361 1,1 38,0
293 0,9 40,4
32.410 MM 100 % 173 MM TOTAL online
3 times (less than 1 year)
20 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Why Internet?
1,8 B users
21 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Why Mobile?
Mobile will be bigger than desktop internet in 5 years
11 MM mobiles
(1990)
1.800 MM Smartphones
(by 2013)
4.600 MM mobiles (March
2010)
600 MM mobiles are
Smartphones with Internet
22 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Why Mobile?
23 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Why Video over Internet/Mobile?
24 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Influence of Broadcasters, Social Networks,…
25 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Advertising Spending (TV, First) Advertising Spending (Internet, First)
What about Advertising?
Denmark (H2, 2008)
26 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
27 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
28 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
29 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
30 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
31 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
32 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
33 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
AGENDA
09:40 h. Introducción. Workshops de Innovación (video)
09:43 h. Atos Origin (equipo)
09:46 h. From “Broadcasting” to “ITcasting”
09:48 h. Tendencias mercado: New Media
09:54 h. My eDirector2012 (vídeos)
10:05 h. EJEMPLOS
34 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
MEV (Major Events)
Delivering solutions for major events since 1989
200 full time Major Events experts
Complete suite of solutions
Proven business model
Methodologies
Applied knowledge
Impeccable track record
MEV can offer to an Organizing Committee,
depending on the event,
any combination of:
Consulting (business or technology)
Specialized products
Systems Integration
Program management
Managed Operations
Full or partial outsourcing of the
IT function
35 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
My eDirector 2012
This is a video created by My eDirector 2012 team that works on AV analysis. SIS data is
fussion with face recognition and OCR in order to recognised and track atheletes.
36 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
My eDirector2012
39 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
My eDirector2012
40 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
2008 Olympics - the Digital Games
USA EBU
(30 countries)CHINA LATINAMÉRICA AUSTRALIA
Unique Viewers 53 MM 51 MM 2,3 MM
Webpage Visits 1, 3 B 32 MM
Webpage Visits
(Mobile)340 MM
Video Streams 75,5 MM 180 MM 153 MM 29 MM 4 MM
VoD 237 MM 10 MM
Visiters/day 7,5 MM
Hours of viewing 10 MM 22 MM
Source: http://www.sportbusiness.com/news/167749/2008-olympics-the-digital-games
The world’s largest media event!
41 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
AGENDA
09:40 h. Introducción. Workshops de Innovación (video)
09:43 h. Atos Origin (equipo)
09:46 h. From “Broadcasting” to “ITcasting”
09:48 h. Tendencias mercado: New Media
09:54 h. My eDirector2012 (vídeos)
10:05 h. EJEMPLOS
42 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
SOURCE: Online Video & The Media Industry, Brightcove and Tubemogul, Q1 2010
43 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Major League of Baseball
New for MLB
• Reaching users directly via the
Internet
• User Experience (DVR, HD, Multiple
games catch-up...), picture-in-picture
technology, in-game highlights,
multi-game viewing options, and
fantasy tracker
• Subscription based Monetization
• $ 50/year (Outside USA)
• Supported more than 1.5 million
subscribers, more than 1.8 billion
streams, representing nearly 200
million hours of participation with
HD-quality video on all major
platforms and browsers
SOURCE: Adobe
44 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
DIRECTV delivers an instant-on and seamless Web video experience
to NFL SUNDAY TICKET subscribers with Adobe technology.
Problems Faced:
• Distribute and monetize online content
• Deliver viewing experiences customers
want, such as live streaming and video
playback
• Protect NFL premium content
Benefits
• Increased subscribers with live video
streaming
• Customers can view the games,
statistics, and on-demand highlights online
• Digital rights management for protection
of NFL on-demand content
SOURCE: Adobe
45 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
BBC iPlayer
New for BBC:
•Extending reach via the Internet
(peek @ work hours 10% of UK
Internet).
•Desktop, Mobile and TV
connected Game consoles.
•Content livecycle: +7 days once
broadcasted.
•Growing interest for offline
experience.
TV Virgin Media Mobile
Game Consoles
Desktop
•Windows
•Mac OS
•Linux
SOURCE: Adobe
46 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Peticiones Vídeos Vistos UK iPlayer (2010) (MM)
SOURCE: http://www.informitv.com
7 day television catch-up service:
online and on cableCONSUMO: 9,7 POBLACIÓN:
161 MM users
CONSUMO: 9,7 POBLACIÓN:
161 MM users
VÍDEOS VISTOS/U
SUARIO
47 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
PUBLICIDAD
48 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Atos Origin: A client centric
organization with global operations…
» … powered by people
Q & A
49 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende
Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. March 2007
© 2007 Atos Origin. Confidential information owned by Atos Origin, to be used by the recipient only. This document or any part of it, may not be reproduced, copied,
circulated and/or distributed nor quoted without prior written approval from Atos Origin.
Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish symbol itself are registered trademarks of Atos Origin SA. July 10
© 2010 Atos Origin. Private for the client. This report or any part of it, may not be copied, circulated, quoted without prior written approval from Atos Origin or the client.
Miguel Ángel Morcuende+34 91 214 9003
+34 639 160 344
miguel.morcuende@atosorigin.com
Atos Origin
Albarracín 25
28037 Madrid - España
www.es.atosorigin.com
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