Instrumented Interconnecteds Intelligent

Posted by
Guest in

Post feed

RSS 2.0

By Saul Berman, Global Strategy Consulting Leader, IBM Global Business Services

The much heralded “connected consumer era” is no longer on the way; it has arrived. And as connectedness pervades our daily lives, we continue to crave even more. For example, a recent journal reported that people check their smart phones an average of 34 times per day, and more video is updated to YouTube in one month than the three major U.S. networks created in 60 years.

Recently IBM’s think tank, the Institute for Business Value, put on its anthropologist hat and surveyed more than 3,800 consumers in six countries (China, France, Germany, Japan, the UK and the US), compiling our findings in a new study called “Beyond Digital.”

Here’s some of what we uncovered:

  • Four new types of content consumption behaviors (Viewing on Demand, Non-Linear Viewing, Mobile Viewing and Social Consumption) Also known as “time-shifting,” Viewing on Demand is now the norm – especially in  the UK and the U.S. where more than half of the early adopters and mainstream consumers access online video whenever it suits their schedules through sites such as Hulu and Netflix, or via video on demand services through their home TVs.Description: fourths of the adults we surveyed are “Non-Linear Viewers,” admitting to surfing the web and texting while watching television. Mobile Viewing is also gaining traction, with more than 50 percent of early adopter and mainstream consumer respondents in Japan, the UK and the U.S. regularly accessing content on their smart phones or other portable devices. Social Consumption is also on the rise: across the global sample, 46 percent fall in this category — using digital content to communicate socially (via Facebook, LinkedIn, etc.).
  • Digital consumers can be profiled via four personalities – Efficiency Experts, Content Kings, Social Butterflies and Connected Maestros. The majority (41 percent) of respondents classify themselves as Efficiency Experts, using digital content to simplify their lives, while surprisingly 35 percent claim to be Connected Maestros who frequently communicate with friends and family online using mobile phones.
  • Age is no longer the most important segmentation when it comes to categorizing consumers. Seventy-seven percent of 45-54 year-olds and three quarters of folks in the 55-64 age bracket expressed a willingness to adopt new consumer electronics devices.  In the past M&E providers could simply focus on what younger consumers expect and thus reach the majority of connected consumers — but not anymore.

What can the M&E Industry learn from these behaviors? The bottom line is that digitizing content is not enough. Media and Entertainment providers must practice new rules of engagement.

We believe four major steps can help them as they evolve beyond digital:

1. Act like a B2C company – regardless of where they sit in the M&E Value chain, M&E companies need to deliver tailored experiences that match consumers’ digital personalities, and must find ways to interact directly with consumers, soliciting and incorporating their input at every turn.

2. Target consumers based on the four “digital personalities” described above, which are not age-based, but instead are based on the combination of degree of access to content and intensity of content interaction.

3. Deliver relevant, enhanced experiences.  While in the past it may have been sufficient merely to deliver content using digital channels, targeting consumers based on their digital personalities requires a whole new approach. For example, a critical mass of global consumers say they look forward to interacting more personally with digital content — many would like to control sports replays or the angle of a movie scene as viewers. And others want to take virtual turns at bat between the professional players at a baseball game. To deliver the desired experiences, content cannot stand alone. Appealing content has to reach the right consumers (by using analytics), when and where they desire (using a smart, integrated infrastructure), with the right features (such as social).

4. Monetize content successfully. This is the tricky part. Even with tailored, captivating content for their customers, content providers will still wrestle with how to expand their revenue models to fit the consumers’ expectations and benefit from digital offerings. These new revenue models will need to evolve beyond a “one size fits all” mold and offer the relevancy, choice, integration and packaging options consumers demand. As digital content proliferates, the potential revenue streams need to multiply beyond what was historically available. This may sound confusing and threatening, but in reality it is an opportunity to develop new revenue streams that can make even more money in the long-term…it will just be made in different ways than in the past.

Getting the required multiple business models right will be the ultimate challenge for the industry, but the expanded ability to create relevant, enhanced consumer experiences will move M&E providers beyond digital and create new value — something we can all look forward to, regardless of our digital personality type.



Bookmark and Share

Previous post

Next post

January 25, 2016
9:03 pm

you are in point of fact a good webmaster. Thhe website
loading velocity is amazing. It seems that you’re doing anyy distinctive trick.
Furthermore, The contwnts are masterpiece. you’ve done
a magnificent jobb in this topic!

Posted by: company resolves
February 28, 2015
10:40 pm

You actually make it appear so easy along with your presentation however I in finding this topic to
be actually something which I feel I’d by no means understand.
It kind of feels too complex and very large for me.
I’m looking forward to your next put up, I’ll try to get the cling of it!

Posted by: Cara cepat hamil
February 20, 2015
3:47 am

Ӊence, fish oil іs ѕtill сonsidered tо be
the best source. The increasing demand for commercially valuable fish species
ѕuch ɑs tuna and salmon hɑѕ spurred an explosive upsurge
іn the fish farming, or aquaculture, industry. DHA аnd
other omega-3 fatty acids havе anti-inflammatory activity аnd counter the effects of
otɦer types оf dietary fat, ѕuch as оmega 6
and saturated fats.

Posted by: Jual Minyak Ikan Terbaik
November 24, 2014
10:36 am

Olive Leaf Extract іs Hiigh οn ORAC Vɑlue.
Jellybeans. Popcorn.

Posted by: propolis yogyakarta
April 9, 2014
1:16 pm

cara menghilangkan bekas jerawat
What’s up friends, how is all, and what you desire to say on the topic
of this paragraph, in my view its in fact amazing in support of me.

Posted by: cara menghilangkan bekas jerawat
April 8, 2014
8:20 pm

Wow! In the end I got a blog from where I be capable of genuinely obtain useful information concerning my study and knowledge.

Posted by: menstruasi
August 2, 2013
3:23 pm

Hey there, You’ve done an incredible job. I’ll definitely digg it and personally recommend to my friends. I am confident they’ll be benefited from this web site.

Posted by: electronic gadgets
July 29, 2013
4:12 am

After study just a few of the weblog posts in your web site now, and I truly like your approach of blogging. I bookmarked it to my bookmark web site checklist and will probably be checking again soon. Pls check out my site as effectively and let me know what you think.

Posted by: Benton Dorcelus
July 29, 2013
4:03 am

This web site is mostly a walk-through for all of the info you wanted about this and didn�t know who to ask. Glimpse here, and you�ll definitely discover it.

Posted by: Laveta Naman
July 28, 2013
9:01 pm

The next time I learn a weblog, I hope that it doesnt disappoint me as a lot as this one. I imply, I do know it was my option to learn, however I actually thought youd have one thing interesting to say. All I hear is a bunch of whining about one thing that you would repair when you werent too busy in search of attention.

Posted by: Oliver Eisenhaver
July 24, 2013
11:36 am

Once I initially commented I clicked the -Notify me when new feedback are added- checkbox and now every time a remark is added I get 4 emails with the identical comment. Is there any way you’ll be able to take away me from that service? Thanks!

Posted by: Augustine Hiday
July 24, 2013
5:35 am

I found your weblog site on google and test just a few of your early posts. Proceed to maintain up the very good operate. I simply additional up your RSS feed to my MSN Information Reader. Searching for ahead to studying extra from you later on!

Posted by: Guillermo Ayoob
July 22, 2013
5:24 am

I found your weblog website on google and test just a few of your early posts. Proceed to maintain up the excellent operate. I simply further up your RSS feed to my MSN Information Reader. Searching for ahead to studying extra from you afterward!

Posted by: Madalyn Falchi
July 18, 2013
11:07 am

I�d have to check with you here. Which is not something I normally do! I get pleasure from reading a post that can make folks think. Also, thanks for allowing me to comment!

Posted by: Lorenza Simoson
June 27, 2013
10:42 pm

Some people may need antiviral drugs, such as Tamiflu.
Penetrating from the side can widely open the cervix
to the sperm as well. Women who become thin
as a result of too much exercise tend to develop hypothalamic amenorrhea and the
consequent infertility.

Posted by: Cara cepat untuk hamil
2 Trackbacks
August 6, 2012
1:10 pm

[...] Netflix and Hulu, Amazon wants to woo viewers away from cable subscriptions by offering television content via the internet. All three companies started their cable alternatives by offering streaming videos of popular TV [...]

Posted by: Dear Netflix & Hulu - Amazon is Developing Original Programming Now, Too | T3KD
June 8, 2012
9:09 am

[...] IBM recently surveyed 3,800 adults from six countries and found that “Age is no longer the most important segmentation when it comes to categorizing consumers. Seventy-seven percent of 45-54 year-olds and three quarters of folks in the 55-64 age bracket expressed a willingness to adopt new consumer electronics devices.” Early adoption is no longer only for the young—it’s for the young-at-heart too! [...]

Posted by: Too old to use BidPal? Of course not! | BidPal
Post a Comment