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Nick Douglas interviews Sagar Golla of App Voyage.
Link: sevenload.com
According to Sagar, “AppVoyage is startup for user generated mobile apps and widgets, providing on-demand platform and self-service tools to create location aware mobile widgets from the existing web content, which end-users and marketers can do without programmer help.”
Howard Greenstein interviews Jeff Coe of SevenLoad.
Link: sevenload.com
UPDATE: In this video, during his panel, Jeff tries to, um, destroy the old paradigm of TV. Literally.
Link: sevenload.com
The rapid and unpredictable magnitude of growth in consumption of “Communitainment” services led by video is driving significant increases in network traffic and congestion. This phenomena will continue to pose increasing customer experience and economic challenges for facilities based service providers (SPs) and the web service providers (WSPs) that provide “over the top” services across the networks.
This fast-growing adjacent market driven by Internet based and web service providers is primarily fueled through the separation of revenue and services models (e.g. advertising supported). These services are generating significant new revenues by riding on top of service providers’ networks and are dependent on service providers’ access-based products.
For the most part, service providers are not sharing in the growth of this adjacent market and are faced with rising costs associated with the increase in network traffic and congestion. Hence, the regulatory duel.
Both parties are still standing after the firing of regulatory shots. It is time to put strategic focus on mutual long term business value creation that is consistent with the core objectives of each player and capitalizes on gaps in respective capabilities.
Simple answer to a complex challenge Should the regulators solve this problem? Or Should the SPs and WSPs adopt new collaborative business models focused on customer experience which will dictate the growth and appropriation of market value?
Despite the growing recognition and need for collaboration, the business rationale and models for potential collaboration between WSPs- and SPs are at odds, at best, are uncertain, and are viewed with a high degree of skepticism by senior executives on both sides. Finding a strategic path for these service providers to move beyond current modes of collaboration can prevent regulators from taking the fatal shot.
What are the actionable opportunities for creating greater value for customers and long-term value in collaboration? What is the quantifiable and measurable value? And, What are the unique capabilities and sources of value for a long term success in collaboration?
CISCO
A few days ago I was talking to the CEO of a large media company. They’ve been experimenting with different advertising models on their long form video content. She’s excited about the results.
A week earlier, a CTO of one of the leading blogging companies talked to me about their experiments with social network-based viral ads and how they search for influencers. In between those two conversations a CEO from a European agency told me that CPG companies are struggling trying to redefine their advertising approaches at “the moment of truth” – when customers are making their purchase decision. All of them agree on one thing: advertising is changing and they are not sure where it is going to take them.
What we have been seeing for the last several years is just the beginning of systemic changes to the entire advertising industry. And these changes are accelerating. Since early March, U.S. prime-time viewership for the four biggest broadcast networks was down 2.7 million to 37.6 million people, from 40.3 million during the same period in 2006 – only some of it due to PVRs. The change is more profound: our media consumption is changing. In addition to spending more and more time on the Internet, PVRs, iPods, Zens, and other devices means that we are watching TV very differently than we were watching even a year ago, but we are using the same old measurements – adding a 24-hour window after the shows to measure PVR watching doesn’t reflect the extent of changes in our viewing habits.
The Internet has its own problems. Just 3 weeks ago IAB published an open letter to comScore and Nielsen/Netratings asking them to submit to an audit of their numbers.
At the same time advertisers are asking for data about commercial watching on TV and time spent on websites rather than just page views. The advertising value chain is changing, the lines between promotion and advertising are blurring, new forms and approaches to advertising are constantly being tried. But measurements haven’t caught up. We can’t agree on what we are supposed to measure and how.
It is one of those rare moments when the entire domain model that everyone has been using for many years is changing. Unfortunately we are still thinking about the industry using traditional archetypes. We talk about TV advertising dollars moving to the Internet, inserting ads into VOD, selling avails on eBay, measuring page views, and using upfronts for the Internet. Instead, we should look at the entire advertising system as a single structure that needs to be planned, developed, managed and measured across media and methods using integrated approaches measured and adjusted in real time. This is not going to happen soon. And it is not going to be easy. It will require reorganization of agencies, media distribution, marketing departments and budgets, development of new automated systems, integration of measures, ad planning and media buying not only for TV and the Internet but also digital signage and radio, and close coordination with direct mail. A key prerequisites of these new realities: data capture and aggregation from as diverse sources as STBs, Internet, game consoles, POS, location sensing devices, portable media players, kiosks, etc., is not only difficult technically but will require partnerships that are not going to happen for quite sometime.
It is time for the advertising, media industries, and advertisers, to develop this vision and to figure out how to get there as soon as we can.
CISCO
I’m Scott Brown, marketing strategist for the Cisco Media Solutions Group. Two aspects of my world, my role as a marketer, and my job in a business unit focused on the digital disruption of media & entertainment, have collided, leaving me wondering: how far apart are the futures of Hollywood and Madison Ave?
For the last 10 years technology companies have been talking about and promising “convergence.” Few would argue that we’re finally in the era of converged voice, video and data (and yes, at least in the beginnings of mobile) networks.
The conversation I’d like to have with you is about the next wave of convergence on the horizon — the convergence of marketing, communications and entertainment content.
Think about it: is the Diet Coke and Mentos video entertainment content, or marketing? Does the video become less entertaining if it had been sponsored by Coke or Mentos? Is a corporate-sponsored social media site just “fun,” or a new channel for connecting/communicating with customers? Today, technology convergence and the digitization of content are blurring the lines between what used to be considered three discrete activities.
If you’re not a purist, you might not care. But if you’re a marketer and wonder how you’re going to build a brand in a world with DVRs, wikis and a general explosion of entertainment options (with its continuing fragmentation of audience), you should care a lot.
It’s not like this issue keeps me up at nights (our newborn does that), but it merits a discussion. I’d love to hear your perspectives on how marketing and your jobs are evolving as a result of the convergence of marketing, entertainment and communications.
Join this conversation and give us your thoughts on:
Kevin Werbach and Dan Scheinman, general manager of Cisco’s Media Solutions Group, got a head-start on this topic in this Knowledge@Wharton podcast taped to support this conversational theme. Kevin and Dan touch on a wide range of topics from tech market trends to the impact of the digital disruption on the media & entertainment industry, marketers and consumers.
Cisco
Why is Cisco interested in participating in this year’s Supernova Conference? We’ve got some great people on staff that are looking at significant emerging technology trends. Together, we are committed to creating an open environment for learning about and sharing ideas on technology and business innovation. And, there’s a lot happening. Here’s how I tend to think about the state of the industry and different areas we’d like to explore with you:
Let’s start with the recipe: integrate communication, collaboration, community, and entertainment. Add lots of grass-roots energy. Double content every hour and pepper heavily with uncertainty in business models, and consume it from a fire hose!
The results of this high-energy, information-technology meal affect the way we live, work, learn, and play, as information technology (of all kinds) doubles in price, performance, capacity, and bandwidth every year. Life is going digital and more connected, and content is being produced and ravished at an increasingly rapid pace. It is not a question of if or when it is going to happen. It is happening now, and we have reached a point of critical mass.
With this recipe how do you spell relief for business hurdles and opportunities that are relevant to forward-looking people today? My Cisco® colleagues and I, along with other experts, invite you to join us in conversations where we will share our points of view and ideas around the following topics:
“Regulatory, Dual, or Long-Term Business-Value Driven?” Robert Massoudi ,Cisco Internet Business Solutions Group.
“Future of Marketing,” Scott Brown, Cisco Media Solutions Group - check out his post: “Hollywood and Madison Ave: Separated at Birth?“
“Future of Advertising,” Leszek Izdebski, Cisco Internet Business Solutions Group.
“Business Social Networking: More than a High-Tech Water Cooler” and “The Humanity in the Technology of Business Communications,” Roger Farnsworth, Cisco Executive Thought Leadership Group
We look forward to meeting you in person and continuing our live discussions during the Supernova conference in June in the “Markets and Relationships Connected Challenge,” hosted by Leszek Izdebski; the roundtable discussion, “Regulatory, Dual or Long-Term Business-Value Driven,” hosted by Robert Massoudi; and, Rick Hutley’s participation in the “Does the Network Need an Upgrade?” session..
CISCO
Twitter feed -- follow it for news and notes.
Supernova 2008 Facebook group.
IRC channel -- live web chat. To get around issue of IRC being blocked at UCSF- use http://is.gd/yKa - MIbbit.com
IT Conversations -- audio podcasts.
2007 Video Interviews by our blogging team.
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