I Tcasting, Monetización Del Long Tail M A 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.

“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


AGENDA






10:05 h. EJEMPLOS





AGENDA






10:05 h. EJEMPLOS


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)


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

http://olympic.atosorigin.es/

http://www.ist-live.org/



http://www.myedirector2012.eu/

http://www.peng-project-org/





http://www.cam4home-itea.org/



http://www.nextmedia.eu/

http://www.saracen-p2p.eu/



http://www.cenitbuscamedia.es/


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


AGENDA






10:05 h. EJEMPLOS


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)


Broadcasting


ITcasting


Broadcasting (Prime Time) / ITcasting (Personalization)

Broadcasting

(Prime Time)

“Director´s choice”

ITcasting

(Personalization)

“My choice”


¿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


AGENDA






10:05 h. EJEMPLOS


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

http://es.facebook.com/r.php


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)

http://comscore.com/


Why Internet?

1,8 B users


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


Why Mobile?


Why Video over Internet/Mobile?


Influence of Broadcasters, Social Networks,…


Advertising Spending (TV, First) Advertising Spending (Internet, First)

What about Advertising?

Denmark (H2, 2008)









AGENDA






10:05 h. EJEMPLOS


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


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.

D:/ATOS_ORIGIN (actualizado 18 oct 2009)/CONFERENCIAS/2010/NEXT GENERATION TV 2010/walk - ground truth and faces.mpg


My eDirector2012

wp3demo02.mpeg.mpg


My eDirector2012

MyEdirector_Recommendations.mp4


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!

http://www.sportbusiness.com/news/167749/2008-olympics-the-digital-games










AGENDA






10:05 h. EJEMPLOS


SOURCE: Online Video & The Media Industry, Brightcove and Tubemogul, Q1 2010


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


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


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


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


PUBLICIDAD

http://vimeo.com/9194146


Atos Origin: A client centric

organization with global operations…

» … powered by people

Q & A


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

[email protected]

Atos Origin

Albarracín 25

28037 Madrid - España

www.es.atosorigin.com

Documents

I Tcasting, Monetización Del Long Tail M A Morcuende