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To deliver on this potential, smarter media and entertainment companies are transforming business models, operations and customer experiences. (1) Innovate business models and seize digital market opportunities, (2) Differentiate the consumer experience, (3) Improve operational efficiencies.
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© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
George Mattathil,
4/25/2011
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
The reality of living in a globally integrated world is upon us.
Frozen credit markets and limited access to capital.
Economic downturn and future uncertainty.
Energy shortfalls and erratic commodity prices.
Information explosion and risk/opportunity growth.
Slowing superpowers and emerging economies.
Increasingly complex supply chains and empowered consumers.
The world is connected:
economically, socially and technically.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
The pace of change is accelerating.
On personal digital
devices annually.
$100 billion
spent On the internet by 2010—60%
will have broadband access.
1.6 billion
users Hosted by Yahoo daily in 2007.
100 million
video streams
Created in 2010—between
digital still cameras and
cell phones.
500 billion
images Online today and growing.
60 million
blogs Of storage is required for just
one hour of feature film in
high resolution.
74
terabytes
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
The opportunity for progress is clear.
Reduce
energy costs
20–30%
From 0 to 1M
subscribers in
first year Tata Sky launched a new direct-to-
home digital satellite television
service on a flexible business model
and scalable IT infrastructure. The
solution enabled Tata Sky to launch
the business with unprecedented
speed, in just 6 months, and reach
their ambitious target of one million
connections in the first year of
operations. The robust and scalable
infrastructure is supporting the
company's growth targets of
adding one to two million new
subscribers annually.
IBM clients are embarking on exciting
new approaches to reduce operational
costs and improve the efficiencies of their
workflow processes. Leveraging IBM‘s
expertise in Business Process
Management and Service Oriented
Architecture, these clients are deploying
unified digital media management
platforms and integrated content and
business systems processes. For one
media network client, IBM mapped a
‗future vision‘ digital workflow that
demonstrates labor savings of 20% to
50% and reduction in process cycle times
of 69%, improving profitability and
reducing costs.
Several IBM clients are
improving the performance of
their mission-critical websites,
while reducing operational costs.
IBM virtualization technology has
enabled one real-time sports
website to consolidate their 60
servers into just six, which has
reduced energy consumption by
23% and cooling load by 25%.
At the same time, website visits
have increased by 26% and the
cost of each visit has been
reduced by 38%.
69%
process cycle
time reduction
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
For media and entertainment companies, this means reshaping their business in response to uncertainty drivers.
Source: ―The end of advertising as we know it‖ IBM white paper. ―Navigating the media divide: Innovating and enabling new business models‖ IBM white paper.
INCREASED CONSUMER POWER
Consumers are increasing savvy
and harder to reach–shifting away from
traditional consumption patterns.
Fragmentation continues, as loyalty remains
a challenge. Providers transitioning from
―audience‖ to ―consumer‖ focus.
BUSINESS MODEL UNCERTAINTY
The adoption of the Internet is remaking the
landscapes of content delivery and
consumption. Technology players are
disrupting business and shifting revenue
flow (e.g. Yahoo News). Traditional players
are focused on protecting core revenues,
while growing digital opportunities.
EXPANDING IMPACT OF TECHNOLOGY
Technology players are evolving into media
companies, while media companies are
placing greater emphasis on technology to
deliver advantage. Both must navigate a vast
array of intelligent media devices, multiple
forms of digitized content and an increasing
volume of user-generated content
ADVERTISING TRANSFORMATION
There is a continued advertising revenue
shift from traditional to new media outlets
(e.g. Internet, online video sites, social
networks), a greater volatility in light of the
current economic situation and a broader set
of capabilities required to reach consumers.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
To deliver on this potential, smarter media and entertainment companies are transforming business models, operations and customer experiences.
MEDIA AND
ENTERTAINMENT
DIFFERENTIATE THE
CONSUMER EXPERIENCE
Launching new innovative
services quickly, leveraging
relationships across channels
and using real-time analytics
to gain deep customer insights
and personalized offerings.
Revealing advertising values
and performance to optimize
channel strategies and
improve return.
INNOVATE
BUSINESS MODELS AND
SEIZE DIGITAL MARKET
OPPORTUNITIES
Developing new business
models and partner collaboration
by leveraging the continued
convergence of telecom, media
and Internet to strengthen core
businesses, improve competitive
position and generate new
revenues faster.
IMPROVE OPERATIONAL EFFICIENCIES
Achieving operational excellence by reducing infrastructure
and process complexity to enable improved profitability and
reduced costs, fund innovation, enable expansion into new
markets and support business transformation initiatives.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
An opportunity for media and entertainment companies
to think and act in new ways.
+ + =
Achieve growth by
innovating business
models and seizing
digital market
opportunities.
Gain a competitive
advantage by
differentiating the
consumer experience.
Reduce costs and enable
expansion into new
markets by improving
operational efficiencies.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
Smart media and entertainment: Innovating business models and seizing digital marketing opportunities.
SMART IS
Having the flexibility to introduce new
products and services, revamp business
processes and enter or create new
markets, as quickly as opportunities
appear, or as soon as you happen
to envision them.
SMART IS
Consolidating and streamlining
complex financial processes to ensure
successful compliance and regulatory
management practices.
SMART IS
Creating cost-efficiencies in traditional
supply chains in order to continue
investment in high-growth, cross-
channel distribution.
SMART IS
Having a holistic and trusted view of
media assets across the enterprise,
and meaningful metadata search and
asset retrieval capabilities in order to
repurpose and monetize assets.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
Tata Sky: TATA Group, one of India‘s oldest and
most respected business conglomerates, wanted to
become a pioneer in the country‘s newly opened,
direct-to-home satellite TV market. To become a
major player in the new market, TATA had to launch
an entirely new business—beginning with no
infrastructure or existing processes at all—and do it
very quickly, in order to beat out the competition.
TATA chose IBM to help launch a new business
starting from scratch, Tata Sky. The service-oriented
architecture-based business, resulting from this first-
of-a-kind ―green field‖ project, was launched in only
six months. Within a year of its operations, the
company had signed up its one-millionth
connection—a world-record growth rate for direct-to-
home broadcasting.
Consumer Electronics Company: To complement its
new and future product lines, the client engaged IBM
to develop a cloud-based service infrastructure and
portal through which their new generation of TVs can
seamlessly access favorite Web services as well as
broadcast TV.
The company is working with IBM to develop a first-of-
a-kind service known as Internet-TV, an embedded
feature of its newest televisions which—in addition to
traditional television broadcasts—enables viewers to
access and navigate Internet content with a standard
remote. What the client needed from IBM was an
advanced, intelligent infrastructure on which to
establish and support a dynamic community of
users and service providers.
Smart media and entertainment: Innovating business models and seizing digital marketing opportunities.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
Smart media and entertainment: Differentiating the consumer experience.
SMART IS
Applying real-time knowledge of
consumer preferences to provide
better personalization of content and a
more compelling experience.
SMART IS
Using context information and
social networking to optimize the
consumer experience.
SMART IS
Building a complete picture of
consumer preferences and
interactions, and identifying rapid
changes in demand.
SMART IS
Moving away from traditional, one-to-
many, broadcast-style delivery
processes and channels to Web-
centric business models.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
Smart media and entertainment: Differentiating the consumer experience.
IMPIRE AG: An IBM solution helps IMPIRE rapidly generate
new statistical information and develop cutting-edge services.
With IBM Software, IMPIRE manages, integrates and
analyzes sporting-event data and leverages that content in its
products, such as its unique Web-based sports ticker, which
communicates real-time event data and statistics to
consumers more quickly than even a live broadcast.
To achieve its objectives, IMPIRE needed to replace its
complex and expensive-to-manage database infrastructure
with a highly available, high-performance solution that could
rapidly load data and provide data mining. A flexible data
model and development environment allows IMPIRE to
capture live sporting events statistics, distribute them in real
time, store large amounts of new and historical data from
various sources, analyze and publish that data in near real
time, and quickly develop new applications.
The Palace Museum: IBM and the Palace Museum
in Beijing, China, have launched The Forbidden City:
Beyond Space and Time, the first complete virtual
world created for a major historical and cultural
attraction. The online environment is a fully
immersive, interactive world that corresponds
architecturally and historically to the vast grounds of
the current Palace Museum, allowing visitors to
experience three-dimensional representations of
cultural artifacts and places.
The Forbidden City: Beyond Space and Time is an
open, extendable platform that represents the next
evolution of Web 2.0 applications, where rich
content, educational storytelling, community and
social networking features converge into a unique,
online, multi-user, 3D interactive experience.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
Smart media and entertainment: Improving operational efficiencies.
SMART IS
Having a technology infrastructure that lets
you to pick the best solutions from the most
innovative industry solution providers and
easily ―snap‖ them into your workflow.
SMART IS
Increasing speed to market by being able to
quickly configure production and distribution
processes to meet your ever-changing
business requirements.
SMART IS
Combining the power, flexibility and cost
advantages of open Information Technology
with media industry-specific workflows, to
reduce the cost of production and streamline
business and content processes.
SMART IS
Use of standard IT-based components to
dramatically reduced cost compared to
proprietary technologies. Significant savings
accrue from workflow efficiency, lower fixed
cost for storage and storage media, reduced
floor space, heating and cooling, and
potential labor savings.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
Smart media and entertainment: Improving operational efficiencies.
Australian Open: Since 1993, IBM has been the
Official Technology Partner of the Australian Open, playing a
major role every year by providing the event infrastructure
and manpower to support all facets of the tournament—from
event management to the scoring system that feeds all of the
organization's information channels, including the Web site,
on-court scoreboards, results kiosks, graphics interface for
television broadcasters and the Match Update Centre.
To help enable AustralianOpen.com to be 100% available,
scalable and secure, IBM uses a flexible,
self-managing infrastructure based on service-oriented
architecture (SOA) and multiple geographically dispersed
servers, virtualized as one, to scale up to support a massive
increase in traffic more than 100 times its typical volume
during the event and scale down when the tournament is
over—all without the need to make a large and permanent
infrastructure investment.
Vlaamse Radio and Televisie: Belgian radio and
television broadcaster faces the same challenge that
most entertainment and news companies face—deliver
content quickly or lose viewers. Previously, the
organization had struggled to provide new content to the
public (especially on its Web site) due to a tape-based
system that required manual management and that
limited content access to one user at a time.
Working with IBM, VRT deployed a unified digital media
management platform built on a service-oriented
architecture (SOA) for creating, editing, airing and storing
video content materials. The new system affords VRT
the ability to capture, reuse and share its digital files, and
convert them into multiple formats—producing 50% more
programming assets—opening up more opportunities to
reach new customers.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
Consumers are demanding experiences across the spectrum of media, at any time and in many combinations.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
A smart media and entertainment company will use raw data about consumer, usage and interests to generate actionable insights.
COLLECT MANAGE
INTEGRATE ANALYZE
Data
Insight
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
These insights will drive the creation of new value for the consumer.
Data
Insight
New products
and services
Targeted
communications
Personalized
offerings
COLLECT MANAGE
INTEGRATE ANALYZE
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
They will also lead to core business benefits and new opportunities for the media and entertainment company.
Data
Insight
New products
and services
Targeted
communications
Personalized
offerings
Greater speed to market
Operational efficiencies
New business models
Collaboration opportunities
COLLECT MANAGE
INTEGRATE ANALYZE
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
IBM‘s solution strategy is aligned with the needs of media and entertainment stakeholders.
MEDIA AND ENTERTAINMENT
PRIORITIES ARE… IBM IS INVESTING IN…
Innovating business models
and seizing digital market
opportunities.
Differentiating the consumer
experience.
Best practices helping develop and implement new business models
Global outsourcing capabilities to fund innovative business approaches
SOA-based infrastructure for the media industry that is designed to
manage the increasing complexity of running a content-focused business
from the point of creation to the distribution of digital content
R&D and Media Solution Labs around the world to bring pioneering
technologies to clients
Global financing to support innovation and change
Web and consumer analytics to reveal customer insights for better targeted
services
Advertising transformation and cross-platform ad analytics to help clients
develop strategies and roadmaps for new digital realities, pricing strategies
and delivery mechanisms
Web-centric business innovation to deliver content and unique experiences
to consumers (both B2C and B2B) across channels
End-to-end customer and master data management
Improving operational
efficiencies.
Modernization and optimization of legacy systems
Integrated digital content and meta-data management
Digital workflow and back-office process efficiencies and transformations
to create an agile and flexible business infrastructure
Open, standards-based, integrated environments and processes
Application management and outsourcing
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
Let‘s work together to drive
real progress in our world.
We‘ve only just begun to uncover what is possible on a smarter planet.
The world will continue to become smaller,
flatter and smarter. We are moving into the
age of the globally integrated and intelligent
economy, society and planet.
From helping magazine publishers change
their business model so subscribers have
the flexibility to change what gets delivered,
to enabling comic creators and producers to
interact in real-time and discover new talent,
to making it economical for broadcast
networks to digitally archive major sporting
events in HD. Being smart about media
allows the world‘s media companies to lower
the barriers to entry and the costs of creating,
managing and distributing digital content.
© 2009 IBM Corporation
Let‘s Build a Smarter Planet: Media and Entertainment
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IBM Corporation 2011
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