New (ways of using) Media

Why Belgian media groups should consider buying 4th UMTS licence

Wednesday, April 1st, 2009 | New (ways of using) Media | No Comments

Belgian government has decided, more to refill State’s accounts in these downturn times than to stimulate competition, to propose a fourth licence for setting up and commercially exploiting an additional UMTS network in Belgium. VOO and Telenet seem logically interested as 4th major Telecom actors in Belgium (Telenet mostly in North and VOO in South of the kingdom), but I believe that, UMTS being aimed at diffusing multimedia content through wireless network, other actors have a role to play in this game.
First of all because MNO (Mobile Network Operators) have failed until now stimulating mobile data usage in Belgium. Many people blame the lack of device subzidiation in the country, but I believe it is also the failure of enabler’s roll out (such as simple and standard configuration settings, activation plan and marketing propositions for mobile internet/WAP/wireless services) and expensive data plans by mobile operators, as well as bad quality of their 3G/3G+ network that are the real reasons.
I think that media groups, which are mostly private companies in opposition to mobile operators that mostly emerge from historical telecom operators, would be more efficient at providing an optimal experience to the users and efficient and profitable business models to advertisers. Look at Blyk being managed by a media expert in Belgium: Eric Samson.

Media groups exploiting this 4th UMTS licence makes sense considering what happens in the belgian media landscape. Publishers took shares in TV and/or radio initiatives in order to compensate possible loss due to these former new media and other media groups consider publishing, editing, internet, audiovisual… as diversification tracks. So why not go mobile? Owning a mobile network allows first of all, and that’s why all MNO proposed MVNO deals to media groups, to secure cash from communication usage (SMS, Voice). This activity is a great basis, not only to turn mobile media unto an information channel: allowing users to access your content through their device (via SMS, MMS, WAP/Mobile Internet, applications…) but also to follow the Web 2.0 trend which turns an interactive information platform unto a real social network where content and people merge unto a virtual universe. Peer to peer conversations then include brands, people gather to create communities, share (user generated or not) content and thus stimulate mobile data usage.

Of course, looking much further, connectivity will become a commodity for which most people won’t even pay for anymore. Multiple-play offers, shared networks (eg FON), state autorities initiatives for providing free wireless internet in order to reduce digital divide or similar initiatives from private companies in order to bring more people to Internet and then generate more revenues from advertising (Google’s mobile strategy). All this will allow more people being more often, easier and connected at a more affordable price.

To conclude, it is obvious that traditional press, daily or weekly magazines, will need to get rid, at least partly of the printed support in order to provide more interactions, social gatherings around the brand and a balanced mix between brand-generated and user-generated content. And this will undoubtably go through mobile media. What’s important is the brand, not the device to connect to it.

Tags: advertising, blyk, branded service, Flair Mobile, google, interest-based advertising, media, MMS, mobile, mobile advertising, mobile marketing, Press, radio

Debriefing “La métamorphose de la Radio: sommes-nous prêts pour le 2.0?”

Wednesday, December 17th, 2008 | cleverwood trends session | 4 Comments

On December 3rd, Cleverwood organized a Trends Session to discuss the future of the Radio in general and in the French speaking part of Belgium in more details.
Around the table, Marc Vossen (general manager – Nostalgie), Laurent Finet (new media advisor – RTBF), Jean-Jacques Deleeuw (general manager – Bel RTL) and Yves Baudechon (co-founder – Radionomy) discussed the current challenges and opportunities that digital and interactivity will bring to the FM radio. The discussion was orchestrated by Cédric Godart (Pure FM).

What is specific to the Radio?

Listening to the radio doesn’t require 100% of attention; it can be a complement to another activity (driving, cooking, working, doing sport…).
Radio is maybe not local, but rather glocal and more based on communities. On the internet, communities are not local anymore. They are based on like-mindedness: “I might share more interests with somebody in New-Zealand than with my own neighbor”.

FM Radios are popular because they create an affective link with their listeners. But it is still possible to create such a link on an online platform, if not easier. Radios are brands and they will use all platforms available to increase their image. Radio becomes multimedia … more and more of these online platforms will work with audio, texts, pictures and videos.

Linear radio is part of adults’ daily activities. But what about people between 15 and 25 who are used to youtube, podcasts, ipods and mp3′s instead of FM radios and linear TV? How are we going to mix mass media and on demand content?

Is the Radio already 2.0?

Today, most radios have a website where listeners can find additional information about the programs. Most radios implemented podcasts and streaming in addition to their FM activity. They seem satisfied with the results but could reach a much wider audience on these new channels. We think there should be specific ways to present those podcasts or streams.
When the Radio becomes interactive and 2.0, announcers can reach their consumers who are one click away from buying.
Nevertheless, why do we have to open a web browser and go to a website to listen to an online radio? Where are the software and hardware making it easier to connect to online radios? And where can we find information related to the content/music being broadcasted?

What’s next, then?

Studies show that people intent to increase their consumption of only two media in the coming years: Radio and Internet, this is why we believe there is definitely a market for more radio, different radio.
It is clear that one day (sooner than we might think) it will be as easy to listen to an online radio as it is to listen to an FM radio. Everyone will be connected almost all the time in any situation, and the technologies in place will enable a fluent interactivity to reach the required user experience for a major take-up of online radio.
Blog changed to way we read news.
Youtube revolutionized Television.
Who is going to change the way we listen to music? Deezer/Last FM? Radionomy ? Another actor mixing both approaches?

Tags: radio, trends session

cleverwood Trends Session 3 Dec : La métamorphose de la radio – sommes-nous prêts pour le 2.0.?

Thursday, November 20th, 2008 | cleverwood trends session | 1 Comment

Are we ready for the next radio generation?

During the next Trends Session on December 3rd, cleverwood invited a pannel of belgian key players in the radio sector to discuss the future of the traditionnal radio in light of the current digital evolution.

During this session, Cédric Godart (Pure FM) will moderate a discussion between Marc Vossen (general manager – Nostalgie), Laurent Finet (new media advisor – RTBF), Jean-Jacques Deleeuw (general manager – Bel RTL) and Yves Baudechon (co-founder – Radionomy) to debate around the opportunities and challenges that arise with the explosion of the new media.

If you are interested, feel free to register to this event, we’ll be happy to meet you there!

The Trends Sessions are part of our Dynamic Insourcing programme, you can also have a look at the previous trends sessions on Mobile Advertising.

Tags: radio, radio 2.0, trends session