The document discusses how digital technology and media are transforming in 2010. It notes that mobile devices are becoming the new personal computers, and content and distribution are unbundling. Everything is becoming digital media that can be experienced through multiple screens in a converged way. New interfaces like touchscreens and motion sensors will change how people interact with technology. The rise of social media and user-generated content is empowering consumers. Open digital platforms are fueling explosive growth. The boundaries between different types of media like TV, websites, and mobile apps will continue to blur together.

1. 25th of May 2010
Everything is (Digital) Media !
Devices, Technology & Advertising Adoption

2. 1999 was the year
that changed everything
for the Internet, and the future of media:
• Growth of broadband access
• First Internet access phone network (Japan)
• Growth of Google (founded just four months
before start of 1999, VC funding came in 1999)
• Introduction of P2P (Napster born this year)
• The first laptop designed for mass market
was released by Apple.
2010 will be the year that brings
the offline world into the digital age.

3. 2010 Reasons to Believe ;-)
1 Mobile is becoming the new PC
2 Technology goes primal
3 Content and distribution unbundle
4 Word of mouth can be harnessed
5 Open markets are explosive markets
6 Boomers are unafraid
7 Consumers are in charge

5. Faster than ever … (Growth rates)
(Source: Google / Erik Portier)

6. Let’s Focus on digital
(Source: Google / Erik Portier)

7. In other words
Let’s Focus … on Technology & Advertising adoption
• Everything is (Digital) Media (and goes through 4 Screens)
• Everything is about Human Interface
• Everything is Mobile, Augmented & Social
• (Is Google Everything ?)
…
• As a Conclusion, Anything 4 us ?
• Technology, Advertising & Adoption Cycle

8. 2010 – Year of the Kinetics
• With Windows 7 adding multi-touch capabilities, Apple releasing the
first ever multi-touch mouse, and Microsoft set to release its
extraordinary Project Natal via its Xbox platform at the end of 2010,
the way in which we interact with technology is changing fast.
• And it’s high time — our bodies will communicate better with
technology.
• By the end of 2010, we will play video games without a
controller, scroll through content on our TVs and PCs using our
fingers, and our avatars will be equipped with facial recognition
software so they will know who is in front of the screen.
• Some of these concepts we saw
explored in Steven Spielberg’s
Minority Report which took place
in 2054; it was off by 44 years!

9. Douglas Engelbart - 1963

10. 2010 - Apple Magic Mouse

11. 2008 – Let’s start Multitouch
2010 – New interfaces …

12. Microsoft Natal Project

13. Digitalization !
Multiple screens
x
Convergence of content
X
Individual cast

14. Multiple Screens x Convergence of Content x Individual Cast
Content:
• Brands
• Trad. Media
• UGC Computer
DOOH
Content
(ID/IP)TV Mobile

15. “Silos of today (TV, Radio, Magazines,
Newspapers) will blur into audio, video
and text”
Steven Fredericks – CEO TNS Media Intelligence
CONVERGENCE REALITY

16. (Voice x Internet x IDTV) x (Fixed x Mobile)
(Source: Belgacom / JC de Keyser – EGTA April 2010)

17. 45% of the Belgian households are Digital TV
… but what about interactivity ?
(Source: Belgacom / JC de Keyser – EGTA April 2010)

18. > 1% of the campaigns …

19. Interactivity – Ever done, Interested, Non Interested
(Source: Digiscan I / MediaBrands / Sept 2009)
Electronic Program Guide 87 5 7
TV / Films via Personal Video Recorder… 69 16 14
Shift TV-Review (free) 61 26 13
Search for extra info 54 21 25
Video on demand ($) 46 25 28
Shift TV-Review ($) 31 21 48
Surf optimized TV website 28 26 46
Participate to Contest / Voting (Red… 22 25 53
Preview TV Programs ($) 15 17 67
Yes Not Yet No Interested

20. Web on TV = Unique Device
Practical Services
Linear broadcasting • Weather
Linear (Video) Radio • Travel
• Lifestyle
• Recipes
• Classifieds
• E-Banking
• E-Shops
One seamless
TV-guide
quality experience
Information
Selected relevant video • News
• Video On Demand • Video News
• Previews Fun
• Catch Up • Games
Personal content
• Quiz
& Sharing • Web Video
• Photo • Music
• Video
• Profiles20

21. 46% of the users would like to combine TV &
Online (14-26 yo: 60%)
29% are frequently online while watching TV
Source: GfK – Europe / Retail & Technology – What Consumer think about Web/TV? 2009.
CONFIDENTIAL
2

22. Web on TV – 43% of Hybrid Web in 2014
Source: GfK – Europe / Retail & Technology – What Consumer think about Web/TV? 2009.

23. TV on Web
BBC iPlayer Reaches 75 Million Downloads, Video On
Demand Service Still Growing (Source: BBC / 2009)

24. Future of TV: TV on Web
Live TV + Social Media Interactivity

25. More than a Hype ! Digital in Belgium is Social
(source: Comscore Panel – Belgium - 4/10 – Total 15+ - in %)
Google Search
Windows Live Hotmail
FACEBOOK.COM
YOUTUBE.COM*
Windows Live Messenger
MSN
Wikimedia Foundation Sites
Belgacom Group
Microsoft
Google Maps
Telenet Sites
eBay
Yahoo! Sites
Blogger
NETLOG.COM*
Bing
Apple Inc.
Corelio
De Persgroep
Truvo International
SanomaWSOY
VRT Sites
CBS Interactive
BNP Paribas
Kapaza
WordPress
Amazon Sites
0,0 20,0 40,0 60,0 80,0 100,0

26. More than a Hype: Social = Time Spent !
(source: Comscore Panel – Belgium - 4/10 – Total 15+ - Total Minutes MM )
Kapaza
BNP Paribas
CBS Interactive
VRT Sites
SanomaWSOY
Truvo International
De Persgroep
Corelio
Apple Inc.
Bing
NETLOG.COM*
Blogger
Yahoo! Sites
eBay
Telenet Sites
Google Maps
Microsoft
Belgacom Group
Wikimedia Foundation Sites
MSN
Windows Live Messenger
YOUTUBE.COM*
FACEBOOK.COM
Windows Live Hotmail
Google Search
0 200 400 600 800 1.000 1.200 1.400

27. Google TV- 5/2010
Google a officialisé le projet Google TV qui consiste à proposer
aux fabricants de téléviseurs un système d'exploitation adapté,
basé sur Android et connecté à internet. Avec Google TV, les
fonctionnalités des terminaux internet devraient fusionner avec
nos téléviseurs, d'autant plus que Sony, Intel et Logitech se
positionnent comme principaux partenaires du projet.

28. Digital Radio : 81% of potential Users – Belgian 15-64 yo
(Source: Wave 4 / UM Belgium / 05/2009)

30. Digital Billboards – instantaneous added value
Last minute deals
Dynamic Content
Multiple Messages
Including Day part
Digital Billboards

31. For instance, a person might watch a comment scroll
across under the Vitaminwater logo about his or her spiffy
green backpack, or soccer team jersey.
The targeted messages were meant to creatively drive
engagement with the boards

32. DOOH in Belgium ?

33. Future of Press ?
E-Reader
(Kindle, Ipad, …)

34. Is IPad the coolest Gadget of 2010 ?

35. Who knows the Ipad in Belgium (Total 18+) ?
(Digiscan II / MediaBrands Belgium / 04/2010)
Yes
46%
No
54%
N : 1050

36. Ipad Purchase Intention – Belgian 18+ ?
(Digiscan II / MediaBrands Belgium / 04/2010)
Certainly when
available in
Don't know if Belgium
purchase or not, 0,9%
hesitation
8,1% Already bought,
ordered via U.S.
0,0%
Interested but wait
before purchase
18,0% No interest
43,6%
Interested but no
purchase
29,4%
N : 1050

37. 22% of the potential IPad users dont’ know what they
will do whith it ! (US Source)

38. Why to buy an Ipad ?
(Digiscan II / MediaBrands Belgium / 04/2010)
Easy to use 57,5%
8,4%
*
Internet navigation become easier 54,8% No
19,8% sign.
All in one, many applications which I use at the moment with 50,1%
Diff.
various devices 19,5%
The size of the tablet (big size, visual comfort) 48,9%
16,8%
Possibility of sending e-mails 43,4% *
8,2%
*
Finally the IT tool becomes accessible and easy to use 39,8%
7,2%
Possibility of managing my photos / videos 34,7%
3,0%
Possibility of reading electronic books 30,5%
6,6%
Allows to listen to music 26,5%
1,4%
Allows to Consult my profiles on the social networks (Facebook, 18,0%
3,6% Total positions
Netlog)
Allows to play 13,3% Top 1 position
0,0%
A magic and revolutionary product, I must to have it 12,4%
2,4%
I already have an Iphone and this technology is really 11,8%
revolutionary 3,3%
N : 283 – filter on 3 items : ‘Interest but wait’, ‘certainly when available’ and ‘hesitation’

39. Pricing exercise ?

40. But … More than a new device … a new mindset !
(Source: Flurry Analytics / US / 2010)

41. In Belgium too …
Splashpage Floor ad portrait

42. From Smartphones to Computer

44. Coolest Gadget of 2009

45. 5th January 2010 … Nexus One !

46. And the winner was …
(Source: Flurry Analytics / US / 2010)

47. And the winner is …
(Source: Flurry Analytics / US / 2010)

48. 17/3/2010 - Google announced that its Android Market mobile
applications storefront now boasts roughly 30,000 apps--just three
months earlier, the store offered 16,000 apps

49. Open Markets are Booming Markets
(Source: Flurry Analytics / US / 2010)

50. Video Gaming Revenue Move
(Source: Flurry Analytics / US / 2010)

51. 5 to 12 %

52. Google
Chrome: 5%

54. Eveything is in the cloud !
Grooveshark Example

55. Eveything is in the cloud ! Mobile is the new web
Grooveshark Example

56. Grooveshark is the fastest, easiest way to listen to any
song in the world for free.
• Each month, Grooveshark receives:
• 6.5 million unique visitors worldwide
• 600 million minutes of streaming
• 45 minutes average time spent per visitor
• For advertisers, Grooveshark offers compelling ways to
reach and engage with our audience:
• Complete site homepage takeovers
• Static or animated banner ads
• Artist sponsorships
• Geographical, listening habits, gender and age-based targeting

57. Foursquare – « The Big Mash Up » meets the real world !
Mobile + Geolocalisation (GPS) + UGC + Social Network
Android + Palm + I Phone + Blackberry …
Integrated in Facebook, Twitter, …

59. Do you know what consumers are
saying about you on trusted networks?
59

60. FourSquare - Actionnabilty

61. Augmented Reality

62. Future of search ? (Futurology in 2009)

63. Alternative Search Tools - Google Goggles (2010)

64. Social Integrated with Field Marketing & Mass media
64

65. Conclusion: Technology Adoption Offer Us a
Full Range of Digital Opportunities Experience !
E-Acquisition / Promo
• Recruit : E-Prospects / e-Leads / (Loyal) e-Customer /
• People who: Buy / Ask for Appoinment / Ask Info / Look for Dealer
BRAND EQUITY
• Conversion Rate, Repeated Visits, C/Conversion, leads
Engagement
• Let’s live a full Digital (and more) experience
• Brand Ambassador, Advocacy, Story Tellers, Influencers
• Time spent, Dwell (Rate / Time), Virality, Repeated Visits
Brand/Communication Values Building
• Communicate in the most balanced & impressive way
• Customers, (Non) Users, Target Group
• Cov., OTS, Affinity, Context, Impact, Click, Interaction

66. Conclusion (Bis)
Digital Evolution Means Convergence
Social
Event
Mass
Communication
ON / OFF Mobile
Real Life
Experience

67. hanks for Listening … (Let’s Talk ;-)
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