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Putting the consumer first: the effect of mobile on broadcast. NAB @ MWC, February 2014

Mark Curtis, Chief Client Officer at Fjord, presented at the NAB show during Mobile World Congress 2014 on the future of mobile media.

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Putting the consumer first: the effect of mobile on broadcast. NAB @ MWC, February 2014

  1. 1. Putting the consumer first: the effect of mobile on broadcast NAB @ MWC, February 2014
  2. 2. Our focus is service design We differentiate providers in ways that create an emotional bond between the customer and the service. Our business is delight. Confidential Page 2
  3. 3. We help the world‟s leading businesses create great services through the power of design LONDON • HELSINKI • BERLIN • MADRID • NEW YORK • STOCKHOLM • PARIS • SAN FRANCISCO • ISTANBUL Confidential Page 3
  4. 4. We work with the world‟s top brands Confidential Page 4
  5. 5. Design for data Retail price of roasted coffee, 2013 England riots: what happened to the rioters? INNOVATIO N Confidential Page 5
  6. 6. The ultimate companion for game day and beyond Confidential Page 6
  7. 7. Re-imagination of the phone bill Confidential Page 7
  8. 8. From desktop to pocket: mobilizing TV to millions Confidential Page 8
  9. 9. Some facts (and speculation) TVs go online By 2017, over 80% of all TV sets sold worldwide will be enabled for online connectivity and smart features Media are going mobile >50% of BBC and Guardian consumed on mobile Video is going mobile In 2014, >50% of video consumed on mobile in the US will be 10 minutes+ Confidential Page 9
  10. 10. Some facts (and speculation) Are tablets settling into media devices? Google Play launched on iOS But it‟s not seamless: • You cannot buy movies or shows (Apple doesn‟t allow) • No offline capabilities Innovation frenzy Comcast launch (Feb 2014) of X1 DVR allows downloads to take on the go Confidential Page 10
  11. 11. Some facts (and speculation) Consumers are using mobile to: • Access movie information • View trailers, buy tickets • Check TV show times • Engage with social media sites during shows • Preorder and buy DVDs, video games, digital downloads • Watch content Confidential Page 11
  12. 12. Some facts (and speculation) Mobile display advertising is growing According to Gartner, worldwide mobile display advertising spending is estimated to grow from $1.8 billion in 2011 to approximately $13.5 billion in 2015. But has it found its form factor? Social TV is dead Either our friends have terrible taste or we know of it already. Says Gigaom in January 2014: “People don‟t want to know about poor choices old high-school friends made on their living room couch.” Confidential Page 12
  13. 13. Confusing. Especially for the customer. The media industry may be the least customer friendly on earth. Confidential Page 13
  14. 14. Proliferation of channels causes confusion Where can I watch VEEP? • BT Vision? Confused pricing • Netflix? Simple at £5.99/month • Apple TV? Expensive, delivers Netflix too • Digital Terrestrial? • YouTube? • Sky Now? • Somewhere illegal my kids know about? • Maybe Amazon/Facebook? There are multiple user experiences (plus remotes and interfaces) Can I use offline as well as online? Confidential Page 14
  15. 15. But Mobile Drives Simplification Confidential Page 15
  16. 16. But Mobile Drives Simplification Confidential Page 16
  17. 17. Questions Where is the Spotify/Beats for video? • Playlists • Social (recommendations and feed) • Easy-to-grasp pricing • Multiplatform delivery • True On Demand Where is search for broadcast content? What is a newspaper? What is a TV channel? Twitter and Facebook lead the way. Snapchat, Vine, and Buzz are redefining media. Confidential Page 17
  18. 18. Confidential Page 18
  19. 19. Confidential Page 19
  20. 20. Service Priorities Use data • Better understand the user‟s context • Find gaps in market – like House of Cards • What are Amazon/Facebook doing with data and content? Make payment amazing Focus on mobile: device upgrade cycles way faster than TV Use the second screen to personalise experience - even in group viewing situations Build services on top of the “product” for advertisers and consumers Confidential Page 20
  21. 21. Digital transformation waves Desktop web 1990‟s 2000‟s 2010‟s Confidential Page 21
  22. 22. Digital transformation waves Desktop web 1990‟s Mobility 2000‟s 2010‟s Confidential Page 22
  23. 23. Digital transformation waves Desktop web 1990‟s Mobility 2000‟s Living services 2010‟s Confidential Page 23
  24. 24. Complexity Digital transformation waves Desktop web 1990‟s Mobility 2000‟s Living services 2010‟s Confidential Page 24
  25. 25. The living services wave CHARACTERISTICS Personalised ENABLERS Constantly evolving • • Self-learning and Each person's experience is unique adaptive • Customization, at scale • Data used intelligently and in real time Physical & digital merge • Distinction between digital and physical channels blurred • Biometric input, „natural‟ interfaces, and multimodality • Fast-growing range of devices and sensors • Faster, cheaper data transfer • Cloud ubiquity • Context-sensing • Natural interfaces • Identity & privacy solutions Confidential Page 25
  26. 26. Five consequences for broadcast media Confidential Page 26
  27. 27. 1. Fragmentation of consumer attention Further fragmentation of customer attention attention as conversations with objects proliferate. Confidential Page 27
  28. 28. 2. The home needs a platform The home will first be distributed and then connected, and this will demand a platform. Whoever owns this will also play a key role in media distribution.(Why did Google pay $3.2bn for a thermostat and smoke alarm?) Confidential Page 28
  29. 29. 3. Data expertise is required Do media have permission to play in this space? Confidential Page 29
  30. 30. 4. Customer centricity How can the media industry become genuinely customer centric? Confidential Page 30
  31. 31. 5. Relationships with customers are changing Every business will need to redefine its relationship with customers. Broadcast is no exception. Confidential Page 31
  32. 32. We‟re in the re-imagination business “Re-imagination of nearly everything powered by New Devices + Connectivity + UI + Beauty” Mary Meeker of KPCB Confidential Page 32
  33. 33. Thank you! @fjord