New (ways of using) Media

Future of iDTV: opportunities, consumer behavior and business models

Wednesday, July 7th, 2010 | New (ways of using) Media | No Comments

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:

• Is interactive digital television a commercial and strategic opportunity ?
• What are the possibilities to bring new revenues ?
• Is interactivity a response to technologies convergence and why this interactivity is changing consumer behavior ?
• Are traditional business models changing and what will be the future ones ?
• …

With all those questions in mind, Cleverwood asked me to take the opportunity of my traineeship in 2009-2010 to produce a white paper taking a deeper look at these radical changes.

The document focuses first on the environment by pointing out the effects of digitalization and technologies convergence on Television industry which can be summarized in the following elements:

• Audience fragmentation
• Media consumption evolution
• Competition intensification

In the second chapter, I decided to address the reasons why traditional TV seems to be threatened and explores how interactive digital television can be a leverage for the market. To answer this question, it points out the reach of iDTV today and its strategic opportunities.

Strategic analysis: in the third part of the document, I decided to also bring a view on all industry actors and their role in this new television landscape, followed by a Marketing analysis focusing on the impact of interactivity on consumer behavior.

In addition to that, the white paper argues that even if interactive digital television seems to be an interesting and valuable new channel for advertisers, budgets allowed to it are yet insignificant, and try consequently to explain the causes and bring creative solutions.

Finally, I decided to work on future business models, describing value propositions and new possible revenues from content and advertising by analyzing on-demand content opportunities and new interactive tools on TV such as “Walled Garden”, “DALs” or “iADs”.

After having discussed these questions and the opportunities linked to interactive digital television in Belgium with many different actors and with several Cleverwood consultants, I got the opportunity to present and debate this white paper during a Cleverwood Friday Session on Friday 26 of February.

Here is the presentation that I prepared for the session, it summarizes the complete version of the white paper which can be requested by sending a mail to idtv [at] cleverwood [.] be .

A pdf version of the Executive Summary (in French) can give you an idea of what the entire document is about.

Tags: Belgacom, business models, consumer behavior, Executive summary, friday session, ICHEC, idtv, new media, opportunities, saky kourtidis, telenet, TV, voo, white paper

iDTV : opportunities, consumer behavior and business models

Thursday, March 4th, 2010 | cleverwood Friday Afternoon 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:

Tags: Belgacom, friday session, ICHEC, idtv, Interactive digital television, interactivity TV, new media, saky kourtidis, telenet, Television, TV, voo