Tech & Telco | August 2016

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The Ask

I. Time Inc. Offerings

II. Competitive Analysis

III. Tech & Telco’s Consumer and Client Wants

IV. Strategy and Positioning

V. Creative Platforms

VI. Conclusion

Agenda

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Tech & Telco

Automotive

Pharmaceutical

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I. Tech & Telco Relationship to Time Inc.

Time Inc. has been a media company for almost 100 years, producing reputable, consumer-first content based in education and entertainment.

As an older and more established brand, Time Inc. can leverage this aspect since consumers look for trustworthy sources of media.1

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II. Time Inc.’s Offerings

Properties Tools

Time Inc. provides an incredibly diverse portfolio with a huge reach and distribution.

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III. Competitive Analysis

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Competitive Analysis

Broadcasting Media BuyingMedia

We placed the competition into three categories:

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Competitive Analysis

Broadcasting Media BuyingMedia

Limited scale, fewer perspectives

Does not create extensively tailored

content

Limited contextual value, or just place paid

media

We placed the competition into three categories:

Contextual advertising provides the right content, to the right audience, at the right time.

These interactions engage consumers in positive ways and also inform future transactions.

69% of people surveyed are closing down accounts

and subscriptions, and ‘unfriending’ companies as a

result of poorly targeted communications.3

People are tuning out typicalpaid media

People are frustrated with irrelevant advertising

No more than 32% of US online adults trust ads in

any channel. This makes branded interactions

outside of campaigns important.2

Competitive Analysis

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Scale(Reach + Distribution)

Contextual Content

Credibility

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Competitive Analysis

Time Inc. has the properties and tools to provide this contextual content - with the scale for it to be effective.

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III. Tech & Telco Consumer and Client Wants

If something makes customers’ lives easier, more fun, or more

interesting, they will adopt it and prompt similar technology

to be built.5

Consumers today want more immersive and rich experiences.

74% of the general public trusts content from businesses that aim to educate readers.4

People are looking for trusted advisors/ resources before

purchasing.6

Tech Consumers Want:

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Tech & Telco Consumer and Client Wants

They want to feel and get closer to the story in an authentic way.

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Tech Clients Want:

Tech & Telco Consumer and Client Wants

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Positioning and Strategy

Tech & Telco Clients and Consumers:Tech consumers want immersive,

informative, entertaining content—not ads—to inform their spending

Time Inc.’s Scale:Distribution channels

ReachProperties

Time Inc.’s ability to create content with contextual value.

Context powered by credibility and scale

Time Inc.’s Credibility

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Contextual content powered by credibility and scale

A singular access point for technology and telecommunications companies to all of Time Inc.’s capabilities, which creates and distributes expertly tailored, educational content.

WHAT TECH & TELCO IS

WHAT TECH & TELCO DOES

HOW TECH & TELCO DOES IT

Positioning and Strategy

Tech & Telco does it by...

V. Creative Platforms

Bringing the Experience of Tech to Life

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Creative: New Platform

Experience content like never before. This ongoing platform will be debuted at CES and demonstrate to brands how each of Time Inc.’s

properties can create amazing and relevant experiences.

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Time Inc + Samsung Gear VR: Experience content like never before

Time Inc. will go beyond by partnering with Samsung to bring VR experiences to CES 2016. The twist is this: instead of offering typical platforms like gaming, users will be able

to view content from Time Inc’s channels (Sports Illustrated, People, InStyle, Travel & Leisure, Cooking Light,

Southern Living, Departures) in 360º.

A tech-focused content series that gives the audience immersive experiential access to all aspects of sports and sports culture.

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Creative: New Platform

Don’t Just Watch.Experience It.

Create 360º video and editorial content that follows athletes from training to game day, allowing fans to immerse themselves in the action rather than watch from the sidelines.

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Accessible Athletes

Bridge the gap between athlete and fan in a more narrative way by creating personal connections through Live Streams, editorial content, and Q&A sessions.

SportsTech

Create an informative series exploring how technology has changed—or hasn’t changed—the nature of sports throughout history from a science-based perspective.

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Creative: New Platform

When equipped with wearables, consumers gain valuable information that does more than promote

healthier lifestyles; it tell the unique stories of personal development.

Where Life Takes Me

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For the Michael Phelps in you

Produce an editorial content series that lets fans match their workouts to that of superstar athletes through biometrics data.

Wearables Abroad

Feature smart tech products that allow vacationers to stay safe or active on the go in a trusted channel such as Travel & Leisure magazine.

Where does your wearable take you?

Let consumers learn more about celebrities and their everyday lives through their experiences with wearable technology.

With the Internet of Things growing rapidly, Time Inc. has the opportunity to make these devices more accessible to consumers by

putting them in everyday context for an audience that seeks to improve upon the home experience.

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Creative: New Platform

Lifestyle Contentfor Life-Changing Tech

Educate consumers on smart home products with an editorial series that puts innovative products in everyday context.

Connected Car

Produce entertaining video content showing how smart cars can make people more informative drivers.

Helping Hand

Create content that shows how people can use innovative digital assistant devices to cook and entertain hand-free.

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Creative: Annual Experiential Festival

Festival that re-creates iconic moments in time for people to experience first hand via new technology.

Through VR, curated video, built sets and walkthrough tunnels, etc.

Partner with a technology incubator to help startup companies connect with Time Inc. clients and consumers.

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Creative: New Platform, Partnerships

Tell the Startup Story

Create original content that narrates how a product develops from idea to the final pitch.

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It’s Expo Time

Give startups the opportunity to present to Fortune 500 Companies, pitch to venture capitalists, and potentially be nominated for a spot in the Tech100.

Time for Change

Partner with entrepreneurs focused on making the world a better place with their innovative technologies. Can focus in on showcasing clients’ CSR initiatives.

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Creative: New Annual Lists

Tech & Telco can spearhead new annual editorial pieces that are technology focused.

NEW ANNUAL LISTS

Create an editorial, choosing the best innovation of the year. Selection criteria might include impact, potential future, and creative process.

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Feature an ever changing list of interesting technology subjects and comparing it through history. The best selfie? The best reaction?

Curate and present a list of the top social media posts that did good - whether uniting behind a challenge or giving joy to millions around the world.

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Tech & Telco brings

technology to life through

immersive storytelling.

VI. Conclusion

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Tech Clients need storytelling

Time Inc.’s reputation and presence in culture must embrace the exciting potential tech has to offer to truly become the future of storytelling

However, Time Inc. needs these companies as well

Conclusion

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Thank You

1. Blöbaum, Bernd “Trust and Digtal Journalism in a Digital Environment” Reuters Institute for the Study of Journalism (Mar 2014)

2. https://www.aimia.com/en/media-center/news-releases/viewer.html/en/irrelevant-marketingfrombrandsgivesrisetothedeletistconsumer

3. http://cloud2.snappages.com/1efb8be159faa80d5818fd96f018e95396c8b64e/Forrester_The_Power_Of_Customer_Context.pdf

4. http://www.kentico.com/company/press-center/press-releases/2014/kentico-digital-experience-survey-customer-trust-i

5. http://www.forbes.com/sites/forbestechcouncil/2016/06/21/how-consumers-are-impacting-the-adoption-of-new-technology/#557198b47ba6

6. http://millennialceo.com/keys-understanding-consumer/

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APPENDIX

Media Companies Whitespace Analysis

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Appendix

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Media Companies Whitespace Analysis

Appendix

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Media Companies Whitespace Analysis

Appendix

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Media Companies Whitespace Analysis

Appendix