I Tcasting, Monetización Del Long Tail M A Morcuende

“ITcasting”,
monetización del Long Tail

June 24th, 2010

MIGUEL-ANGEL MORCUENDE

Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. March 2007
Atos, Atos and fish Confidential information owned by Atos Origin, to be and by fish symbol only. This document or any part Atos Origin be July 10
© 2007 Atos Origin.symbol, Atos Origin and fish symbol, Atos Consulting,usedthe the recipientitself are registered trademarks ofof it, may notSA. reproduced, copied,
© 2010 Atos Origin. Private nor quoted without prior or any approval from Atos copied,
circulated and/or distributed for the client. This report written part of it, may not beOrigin. circulated, quoted without prior written approval from Atos Origin or the client.

AGENDA

09:40 h. Introducción. Workshops de Innovación (video)

09:43 h. Atos Origin (equipo)

09:46 h. From “Broadcasting” to “ITcasting”

09:48 h. Tendencias mercado: New Media

09:54 h. My eDirector2012 (vídeos)

10:05 h. EJEMPLOS

2 WORKSHOP ESTRATEGIAS DE MONETIZACIÓN MADRID, 2010 Miguel-Angel Morcuende

AGENDA






10:05 h. EJEMPLOS


Atos Origin (team)
Global presence: All over
the world, wherever you are

Netherlands
UK 8.300
6.300 France
Americas
15.400 Central Europe
2.900 Asia Pacific
Spain 4.300
4.700
6.000
Rest of EMEA

2.800

In total more than 50.000
In 40 countries worldwide
employees worldwide


ARI (Atos Research & Innovation)
MEDIA SECTOR
» Streaming

» Metadata
- In video Mpeg 7, MPEG 21
- Sport (SportML, EventML, AO Olympics)

» Multimedia Search

» Semantics in media area

» Advanced User Interfaces (multitouch, multidevice,
tangibles, …)
Coordinating 90 R&D european projects
 Olympic (olympic.atosorigin.es)
 Live (www.ist-live.org)
 My-e-Director (www.myedirector2012.eu)
 PENG (www.peng-project-org)
 CAM4Home (www.cam4home-itea.org)
 NextMedia (www.nextmedia.eu)
 Saracen (www.saracen-p2p.eu)
 JOI (Juegos Olimpicos Interactivos)
 Buscamedia (www.cenitbuscamedia.es)

New Media (TUM)
Taken the lead in New Media activities

 Documental and Contents Management
 Multichannel TV
 TV interactive (Olympics Games)
 Multichannel Contents Platform
 TV Archives
 Framework Platform
 Adaptative Virtualization
 Photograph Archive
 Online Video Platform


AGENDA






10:05 h. EJEMPLOS


Broadcasting & ITcasting

- Broadcasting: is the distribution of audio and/or video signals which transmit
programs to an audience (traditionally: Radio & Televisión)

- ITcasting: Content difussion over IT (Information Tecnology) networks, that´s
means: Radio, Television, Content Interchange (ADSL,…), mobile (DVB-H),
and including UGC (User Generated Content)


Broadcasting


ITcasting


Broadcasting (Prime Time) / ITcasting (Personalization)

ITcasting
(Personalization)
“My choice”

Broadcasting
(Prime Time)
“Director´s choice”


¿POR QUÉ EL VÍDEO?
Las personas recuerdan:

» 20 % de lo que escuchan

» 30 % de lo que ven

» 70 % de lo que escuchan y ven

Fuente: Cisco, Human Productivity Lab, 2006
The Psychology of Effective Business Communication in Geographically Dispersed Teams 2006; Pean
Kandola


AGENDA






10:05 h. EJEMPLOS


What about the consumer?

 2.000 MM search/day

 1.000 MM visits/day
 2.000 MM videos/day

 471 MM users
(100 MM mobiles)

 200 MM users

 14 MM articles

 32 MM users


Videos Viewed Online USA (2009/2010)

Source: http://comscore.com 3 times (less than 1 year)
Videos Unique Videos Unique
Viewed Share Viewers Viewed Share Viewers
(MM) (%) (MM) (MM) (%) (MM)

Feb 09 Feb 09 Feb 09 Jan 10 Jan 10 Jan 10

5.300 41 99, 4 12.816 39,5 136

463 3,5 53,8 903 2,8 38,4

353 2,7 41,7 491 1,5 36,1

333 (*) 2,5 34, 7 435 1,3 51,4

259 1,97 28, 5 361 1,1 38,0

293 0,9 40,4

TOTAL online 13.100 MM 100 % 145 MM 32.410 MM 100 % 173 MM TOTAL online


Why Internet?

1,8 B users


Why Mobile?
Mobile will be bigger than desktop internet in 5 years

 11 MM mobiles
(1990)

 4.600 MM mobiles (March
2010)
 600 MM mobiles are
Smartphones with Internet

1.800 MM Smartphones
(by 2013)


Why Mobile?


Why Video over Internet/Mobile?


Influence of Broadcasters, Social Networks,…


What about Advertising?
Denmark (H2, 2008)

Advertising Spending (TV, First) Advertising Spending (Internet, First)


AGENDA






10:05 h. EJEMPLOS


MEV (Major Events)

Delivering solutions for major events since 1989

 200 full time Major Events experts
 Complete suite of solutions
 Proven business model
 Methodologies
 Applied knowledge
 Impeccable track record

MEV can offer to an Organizing Committee,
depending on the event,
any combination of:
 Consulting (business or technology)
 Specialized products
 Systems Integration
 Program management
 Managed Operations
 Full or partial outsourcing of the
 IT function


My eDirector 2012

This is a video created by My eDirector 2012 team that works on AV analysis. SIS data is
fussion with face recognition and OCR in order to recognised and track atheletes.

My eDirector2012


2008 Olympics - the Digital Games

EBU
USA CHINA LATINAMÉRICA AUSTRALIA
(30 countries)

Unique Viewers 53 MM 51 MM 2,3 MM

Webpage Visits 1, 3 B 32 MM
Webpage Visits
340 MM
(Mobile)
Video Streams 75,5 MM 180 MM 153 MM 29 MM 4 MM

VoD 237 MM 10 MM

Visiters/day 7,5 MM

Hours of viewing 10 MM 22 MM

Source: http://www.sportbusiness.com/news/167749/2008-olympics-the-digital-games

The world’s largest media event!


AGENDA






10:05 h. EJEMPLOS


SOURCE: Online Video & The Media Industry, Brightcove and Tubemogul, Q1 2010


Major League of Baseball

New for MLB

• Reaching users directly via the
Internet

• User Experience (DVR, HD, Multiple
games catch-up...), picture-in-picture
technology, in-game highlights,
multi-game viewing options, and
fantasy tracker

• Subscription based Monetization

• $ 50/year (Outside USA)

• Supported more than 1.5 million
subscribers, more than 1.8 billion
streams, representing nearly 200
million hours of participation with
HD-quality video on all major
platforms and browsers

SOURCE: Adobe

DIRECTV delivers an instant-on and seamless Web video experience
to NFL SUNDAY TICKET subscribers with Adobe technology.

Problems Faced: Benefits
• Distribute and monetize online content • Increased subscribers with live video
• Deliver viewing experiences customers streaming
want, such as live streaming and video • Customers can view the games,
playback statistics, and on-demand highlights online
• Protect NFL premium content • Digital rights management for protection
of NFL on-demand content
SOURCE: Adobe

BBC iPlayer
TV Virgin Media Mobile

New for BBC:

•Extending reach via the Internet
Game Consoles (peek @ work hours 10% of UK
Internet).

•Desktop, Mobile and TV
connected Game consoles.
Desktop
•Windows •Content livecycle: +7 days once
•Mac OS broadcasted.
•Linux
•Growing interest for offline
experience.

SOURCE: Adobe

Peticiones Vídeos Vistos UK iPlayer (2010) (MM)
SOURCE: http://www.informitv.com
CONSUMO: 9,7 POBLACIÓN:
161 MM users
CONSUMO: 9,7 POBLACIÓN:
7 day television catch-up service:
VÍDEOS VISTOS/U 161 MM users online and on cable
SUARIO


Q&A
Atos Origin: A client centric
organization with global operations…

» … powered by people


Miguel Ángel Morcuende+34 91 214 9003
+34 639 160 344
miguel.morcuende@atosorigin.com

Atos Origin
Albarracín 25
28037 Madrid - España
www.es.atosorigin.com

Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish itself are registered trademarks of Atos Origin SA. March 2007
Atos, Atos and fish Confidential information owned by Atos Origin, to be and by fish symbol only. This document or any part Atos Origin be July 10
© 2007 Atos Origin.symbol, Atos Origin and fish symbol, Atos Consulting,usedthe the recipientitself are registered trademarks ofof it, may notSA. reproduced, copied,
© 2010 Atos Origin. Private nor quoted without prior or any approval from Atos copied,
circulated and/or distributed for the client. This report written part of it, may not beOrigin. circulated, quoted without prior written approval from Atos Origin or the client.

I Tcasting, Monetización Del Long Tail M A Morcuende

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