Future of iDTV: opportunities, consumer behavior and business models

By Saky Kourtidis on 7 July 2010 in New (ways of using) Media | Comments Off

In the current context of digitalization and technologies convergence, a radical change is occuring in the world of Marketing and Advertising. At Cleverwood, we believe the radical change will be particularly important for the Television, this industry is facing big challenges and traditionnal Broadcast probably has to be re-thought.

Due to this growing complexity and the difficulty to anticipate the rapid technological evolutions, future is blur and many questions are raising for the entire ecosystem in this sector: → Click to continue reading…

Innovative Mobile Services: What’s hot in Japan?

By Emilie Dewulf on 27 April 2010 in Friday Session | Comments Off

Jap’Presse / InnovAsia Research is a consulting company specialized in High Tech business in Asia, especially in Japan and South Korea. Philippe Le Fessant, managing partner, was the special guest of a Cleverwood Friday Session and introduces innovative mobile services in Japan.

Japan counts around 112 millions of mobile subscribers, of which 97% have 3G dataplan. The key factor for the uses of mobile Internet in Japan is the importance of the unlimited data plans in the market: around 50 millions Japanese subscribers pay for such a plan, and use mobile Internet in their everyday life.

Many differences with the European market explain also the surprising uses of mobile Internet in Japan: history, relationship between carriers and handset makers, importance of unlimited data plan, Japanese way of life.

One of the interesting points of the Japanese market, for European professionals, is the way

marketers use the mobile as a media.

For example, in 2007, the brand Cup Noodle, launched a very important campaign, called “Freedom Project”, proposing mobisodes made by the famous maga-ka Katsuhiro Otomo (movie maker of “Akira”). Major brands, like Coca-Cola and Mc Donald’s, massively invested in mobile marketing in Japan, up to the point they made the mobile phone their 1^st media to reach the young customers. Mc Donald’s is already massively using mobile couponing, in all its archipelago’s shops, and develop customized loyalty program, thanks to the mobile.

About the future trends for mobile business, we can already see some in Japan :

• Mobile social networking services (SNS have more traffic on mobile than on PC),
• video recognition on mobile (to create a link between TV and mobile),
• or Virtual assistant.

In late 2008, NTT DoCoMo has launched its virtual assistant service, called i-Concier. This little character appears on the screen and gives shopping advices to the user, information, couponing, etc. Something impressive is how NTT DoCoMo connected this service to more than 250 brands, retailers, and contents providers. This service is very successful, with almost 4 million subscribers 1 year after the launch. Philippe Le Fessant believes virtual assistant is a major step in the User Interface history, and Europe should try to move quickly to this new kind of mobile user interface.

If you missed the session, you will find below the entire presentation. You can also see it on SlideShare. For the pics,  it’s on Flick’r.

Traditional media planning: What are the reasons for conservatism?

By Philippe Deltenre on 9 April 2010 in Friday Session | Comments Off

Online advertising still struggles against the traditional medias. TV, Radio, outdoor and print still trust a huge part of the media investments. The presentation and the discussion animated by Philippe Deltenre was an opportunity to (re)discover the value chain of media planning and the ways media buyers are measuring impact. We also had a quick look at how the audiences are measured for each medium

The main difference between digital and traditional media planning is that the traditional media planning focuses on pressure (frequency x coverage) while digital advertising intents to maximize efficiency (pressure, but also response). Basically, the high measurability of online advertising is a blessing and a curse at the same time.

In the second part of the session, we had a debate about the perceived weaknesses of online media and the reasons why some advertisers are still scared to invest (more) in digital communication.

If you missed the session, you will find below the entire presentation. You can also see it on SlideShare. For the pics,  it’s on Flick’r.

iDTV : opportunities, consumer behavior and business models

By Manuel Pueyo on 4 March 2010 in Friday Session | 1 Comment

In the current context of traditional mass marketing reduction and intense media fragmentation, the debate at Cleverwood Friday Session on Friday 26 of February turned out to be a interesting exercise to discuss challenges that Television industry is facing and the rise of Interactive Deigital Television in Belgium.

The session was animated by Saky Kourtidis, Trainee Business Consultant at Cleverwood and student in Business Engineering at ICHEC.

Saky Kourtidis (click for more pictures)

During the presentation we all had an interesting discussion about the impact that interactivity could have in future marketing practices.

New models will appear in this new era for Television. During many years, consumers were forced to waste their time watching linear advertisements that were imposed to them. With the new IDTV it remains to be seen if they will accept to play the game of interactivity with advertisers. Industry actors, their role in this new television landscape was also a source of passionate debate.

Saky Kourtidis explained his thesis work and exposed his vision on how advertisement budget will evolve in this new scenario. Despite the sometimes, and typical, disruptive atmosphere, he managed to answer rather complex questions asked by experienced consultants. “It was an amazing experience but also an exercise sensibly different from a presentation in front of my ICHEC class because I was in front of expert consultant that have been researching innovative solutions, pursuing knowledge in their core competences and looking for interactivity Saki said after the presentation.

video by Manuel Pueyo : www.oole.eu

You missed the session? watch it below: