1. A design proposed by
MacGregor Campbell, Ana
Domb, John Kestner and
Bharath Thirun
MEL-MIT-2008

2. La Conversazione is a
mobile device application
that allows people to
exploit television's social
potential.

3. RAI's content serves as an Ways to join:
entry point into a larger, two-
way, information stream -upload video
composed of chat, show- -capture a broadcast or a
specific-extra-content and user print ad
generated content. -opt-in to video alerts
-share video, and more...

4. The Landscape

16. 1) Social media has become essential to
every aspect of media consumption.
2) Closed broadcast models are becoming
unsustainable.
3) Hybrid models that include top-down
as well as horizontal communication will
become increasingly popular.

18. Social Networks
Civic Media
QR Codes
Location awareness
Live streaming
Chat

19. Communication
Social Networks
Civic Media Community Building
Interaction
QR Codes Sharing
Location awareness Immediacy
Live streaming Entertainment
Chat Costumization
Participation

20. Communication
Social Networks
Civic Media Community Building
Interaction
QR Codes Sharing
Location awareness Immediacy
Live streaming Entertainment
Chat Costumization
Push Video Participation

21. Mobile Content Revenues by Categories, 2007 and 2013
(Billions of Euros)
5.00
3.75
1.6
2.50 1.1
1.25 0.3 0.9
0.5
0.6 0.9
Video/TV Games
0 Music Other
2007 2013
2008
Note: Mobile services and revenues exclude voice,
business and data. Source Jupiter Research. European
Mobile Media Forecast (07/08).Western Europe.

22. Willingness to pay for mobile music, games,
video and TV.
18.0
Percentage of Mobile Phone Owners
13.5 18%
16%
9.0
10%
4.5
0
Willing to pay Source: Jupiter Research/Ipsos Consumer
Survey (09/07)
Not willing to pay, but would accept ads . France, Germany, Spain, Italy and UK.
Interested but not willing to pay Jupiter Research 2008.

23. Top 20 Italian Websites
News
La Repubblica, Il Corriere della Sera
Portals
Yahoo!, Libero.it, Alice, MSN, Altervista.org
Social Network
Facebook, Netlog.com, Badoo.com, Forumcommunity.net, Myspace
User-Generated
YouTube, Wikipedia, Blogger.com
Alexa.com

24. Levels of User
Participation
Spectators Read blogs, watch YouTube and listen to podcasts
Collectors Subscribe to RSS feeds, tag Web pages
Joiners Use social networking sites
Critics Comment on sites, post ratings and reviews
Creators Write a blog, upload video to YouTube
Forrester Research, Inc. – NACTAS Q4 2006 Devices & Access Online Survey

25. Proposal
La Conversazione is a Spectators
mobile phone service
that makes it easier for
these different users to Acts as a context-sensitive key into rich
RAI content
move to the next level
Collectors
of participation.
Enables ad-hoc conversations around RAI
content with friends and communities
Joiners
Allows users to react to RAI content
Critics
Captures user-generated content that
feeds into RAI channels
Creators

26. Giorgio il Giornalista

27. GIORGIO LOVES WATCHING THE NEWS. HE
IS ALWAYS UP TO DATE WITH WHAT IS
HAPPENING IN HIS TOWN AND IN THE
REST OF THE COUNTRY.

28. GIORGIO WANTED TO BE A JOURNALIST, BUT NOW, WITH RAI’S “CONVERSAZIONE”
BUT WHEN HIS DAD DIED HE TOOK OVER PROGRAM, HE HAS RECOVERED HIS DREAM.
THE FAMILY BAKERY AND GAVE UP ON GIORGIO HAS SIGNED UP TO BE ONE OF RAI’S
THAT DREAM “COMMUNITY CORRESPONDENTS”.

29. GIORGIO HAS BEEN FOLLOWING THE NEWS OF THE FRENCH PRIME
MINISTER’S VISIT TO ITALY

30. LITTLE DOES HE KNOW THAT IN
TOWN HIS WIFE IS ALSO
FOLLOWING THE FRENCH PRIME
MINISTER...

31. LUCKILY, SHE CALLS GIORGIO
RIGHT AWAY. HE DOESN’T
LOSE ANY TIME EITHER...

32. HE IS THE FIRST PERSON COVERING THE CRASH. THROUGH
HIS SMART PHONE HE CONNECTS TO RAI’S
“CONVERSAZIONE” HUB AND BEGINS STREAMING HIS VIDEO.

33. HE IS THE FIRST PERSON COVERING THE CRASH. THROUGH
HIS SMART PHONE HE CONNECTS TO RAI’S
“CONVERSAZIONE” HUB AND BEGINS STREAMING HIS VIDEO.

34. RAI’S EDITOR IS QUICK TO PICK UP GIORGIO’S STREAMING
VIDEO AND RAI IS THE FIRST STATION TO ANNOUNCE THE
ACCIDENT.

35. ONCE RAI’S CREW ARRIVES THEY CONTINUE TO
BROADCAST GIORGIO’S STREAM AS WELL AS
THAT OF OTHER COMMUNITY CORRESPONDENTS.

36. User-generated content
•Civic journalism
•Community Building
•Competitive advantage
Streaming video

37. Sandra in Love

38. SANDRA IS HARD WORKING YOUNG
EXECUTIVE. SHE LOVES HER JOB, BUT
TONIGHT, SHE WISHES SHE HAD A
LITTLE BIT MORE TIME FOR HERSELF.

39. HER NEW BOYFRIEND IS COMING OVER FOR DINNER FOR
THE FIRST TIME, AND SHE STILL DOESN’T KNOW WHAT
SHE’ll COOK.

40. SUDDENLY SHE REALIZES THAT
THERE IS A DELICIOUS
“SALTIMBOCCA” ON THE BUS STOP’S
TV.

41. IT HAS THE
RAI BUG!!!!
RELIEVED, SANDRA POINTS HER
PHONE TOWARDS THE SCREEN AND
“CAPTURES” THE RECIPE AND THE
SHOPPING LIST

42. SANDRA'S SHOW ALREADY POSTS RECIPES ON
THEIR WEBSITE. SANDRA'S PHONE RECOGNIZES
THE QR CODE IN THE POSTER AND POINTS TO A
URL THAT IS OPTIMIZED FOR MOBILE PHONES.
THE SHOW'S PRODUCERS MERELY HAVE TO
INPUT THE RECIPE INTO LA CONVERSAZIONE'S
CONTENT MANAGEMENT SYSTEM.

44. ! ! !
!
!
DINNER IS A BIG HIT. TOMORROW SHE WILL GO
TO RAI’S CONVERSAZIONE SITE AND SHARE SOME
CHANGES SHE MADE TO THE RECIPE...

45. TONIGHT, SHE HAS OTHER PLANS...

46. Learning
• Visual Code Capture
•Auxiliary Content
•Off-screen TV Experience

47. Mica the Fan

48. MICA IS A BANK EXECUTIVE
ON A BUSINESS TRIP TO
ROME AND IS STUCK IN A
VERY LONG BORING
MEETING.

49. SHE GREW UP IN MILAN AND HAS
BEEN A DIEHARD SUPPORTER OF AC
MILAN FOR HER ENTIRE LIFE.
SOCCER HAS ALWAYS BEEN A GREAT
WAY TO CONNECT WITH HER
FAMILY.

50. RIGHT NOW, MILAN IS
PLAYING INTERNAZIONALE...
AND MICA IS STUCK IN THE
MEETING. SHE MISSES
SEEING THE GAME WITH HER
BROTHERS.

51. BORRIELLO SCORES A
GOAL FOR MILAN JUST AS
THE FIRST PERIOD RUNS
OUT.

52. LA CONVERSAZIONE KNOWS THAT MICA WANTS TO
KNOW ABOUT THE GOAL BECAUSE SHE HAS OPTED IN TO
AC MILAN SOCCER ALERTS. THE PHONE BUZZES TO LET
HER KNOW THAT SOMETHING COOL IS ON TV

53. FOOTAGE OF THE GOAL IS UPLOADED
INSTANTLY TO LA
CONVERSAZIONE'S CONTENT
MANAGEMENT SYSTEM (VIA ANTS OR
USER-UPLOADED).

54. MICA STEPS INTO THE HALL, ANSWERS, AND JOINS THE
CONVERSATION. SHE IMMEDIATELY STARTS WATCHING REPLAYS OF
THE GOAL FROM DIFFERENT ANGLES, SOME OF WHICH WERE UPLOADED
BY PEOPLE IN THE STANDS. ALREADY SHE FEELS A LITTLE LESS
HOMESICK.

55. HER BROTHER, MARCO AND MASSIMO,
ARE WATCHING IN A SPORTS BAR. THEY
ARE SUPPORTERS OF INTERNAZIONALE.
BEFORE MICA GOT THIS JOB, SHE
WOULD’VE BEEN THERE WITH THEM.

56. LA CONVERSAZIONE CHECKS
MICA'S CONTACT LIST TO SEE
WHO ELSE IS WATCHING. IT
DOES THE SAME FOR HER
B R O T H E R S . CONNECTION
ESTABLISHED, THEY CAN CHAT
WITH EACH OTHER.

58. MI CA NO TI CES THAT
MARCO AND MASSIMO
HAVE JOINED LA
CONVERSAZIONE AND
ARE CHATTING WITH
EACH OTHER AND
MUTUAL FRIENDS.

59. MICA FIRES OFF A QUICK CHAT MESSAGE TO HER
BROTHERS TO BRAG ABOUT HER TEAM AND FOR A
MOMENT, IT ALMOST FEELS LIKE THEY’RE TOGETHER.

60. Family connection
• Video Alerts
•Real-time Chat
•Visual Code Capture

61. 44

62. Front End Phone application that:
RAI Piazze
Survivor Tahiti (ep.3) 3G Th 11/11/2008
Jan's doublecrossing
Share with:
! Francesca
Mario
Juliana
! Mica
MacGregorio Location: ___________________
contains personal is aware of location Point at a RAI show or QR code
Options Back
subscription
preferences reads visual codes
from video and print

63. Back End Uses content code or location as a quick
filter into existing web archives
TV producers and marketers decide where
and what auxiliary content to provide
producers filter and sort incoming video
(Relive)
video alerts in real time curated by humans
or ANTS

64. Building New Business Models
Value Resources
Proposition
Profit
Processes
Formula

65. The Story of “You’ve Got Mail”

66. The Story of “You’ve Got Mail”

67. The Story of “You’ve Got Mail”
Customers/users tell you what business you're in.
The realm of the possible expands faster than the ability
of a dedicated team to master it.
The user-base is better equipped to find practical uses
for technology than design teams.
Customer behavior points the way to a better strategy.

68. Make Strategy Creation a Process
Deliberate Strategy Lear
n wha
t wo
rks a
nd w
hat d
oesn
’t
Resource Allocation Investments in Actual RAI new
Process new services media Strategy
es
c cess
an d su
rob lems
p
tunities,
Emergent Strategy do ppor
ic ipate
U nant

69. Managing the Emergent Strategy
Traditional Strategy Discovery Driven Strategy

70. Managing the Emergent Strategy
Traditional Strategy Discovery Driven Strategy
Make assumptions about the
business

71. Managing the Emergent Strategy
Traditional Strategy Discovery Driven Strategy
Make assumptions about the
business
Define a strategy based on those
assumptions and build financial
projections based on that strategy

72. Managing the Emergent Strategy
Traditional Strategy Discovery Driven Strategy
Make assumptions about the
business
Define a strategy based on those
assumptions and build financial
projections based on that strategy
Make decisions to invest based on
those financial projections

73. Managing the Emergent Strategy
Traditional Strategy Discovery Driven Strategy
Make assumptions about the
business
Define a strategy based on those
assumptions and build financial
projections based on that strategy
Make decisions to invest based on
those financial projections
Implement the strategy in order
to achieve the projected financial
results

74. Managing the Emergent Strategy
Traditional Strategy Discovery Driven Strategy
Make assumptions about the
business
Define a strategy based on those
assumptions and build financial
projections based on that strategy
Make decisions to invest based on
those financial projections
Implement the strategy in order
to achieve the projected financial
results

75. Managing the Emergent Strategy
Traditional Strategy Discovery Driven Strategy
Make assumptions about the Make financial projections
business
Define a strategy based on those
assumptions and build financial
projections based on that strategy
Make decisions to invest based on
those financial projections
Implement the strategy in order
to achieve the projected financial
results

76. Managing the Emergent Strategy
Traditional Strategy Discovery Driven Strategy
Make assumptions about the Make financial projections
business
Identify necessary assumptions
Define a strategy based on those
assumptions and build financial
projections based on that strategy
Make decisions to invest based on
those financial projections
Implement the strategy in order
to achieve the projected financial
results

77. Managing the Emergent Strategy
Traditional Strategy Discovery Driven Strategy
Make assumptions about the Make financial projections
business
Identify necessary assumptions
Define a strategy based on those
assumptions and build financial
projections based on that strategy Implement a plan to test if those
critical assumptions are reasonable
Make decisions to invest based on
those financial projections
Implement the strategy in order
to achieve the projected financial
results

78. Managing the Emergent Strategy
Traditional Strategy Discovery Driven Strategy
Make assumptions about the Make financial projections
business
Identify necessary assumptions
Define a strategy based on those
assumptions and build financial
projections based on that strategy Implement a plan to test if those
critical assumptions are reasonable
Make decisions to invest based on
those financial projections Invest to implement the strategy
Implement the strategy in order
to achieve the projected financial
results

79. Starting Points
Upon uploading his video, Giorgio is refered to a
site for a new cameraphone, aimed at citizen
journalists.
When Sandra captures the bug, she receives a
shopping list sponsored by a local grocery
store as well as a coupon for Bertolli's heat-
and-eat saltimboca.
After watching the goal, Mica gets invited
to finish watching the game at a local
sports bar--along with a coupon good for a
free drink if her team wins.

80. Summary
People are eager to join
the conversation.
RAI can harness and
profit from this.