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Market Views
Media
Market Views

## Highlights

- Mobile will become the principal digital content platform
- Print will remain the format of choice for consumers
- Books will emerge as survivors as digital readership plateaus
- Augmented Reality will outstrip Virtual Reality within 3-5 years
- 70% of all mobile network traffc will be video by 2021
- Facebook is serving 4 billion video views a day
- Users spend nearly 6 hours watching videos on their phones each month
- 88% of millennials engage in second screen behaviors when watching video content

## Digital Journey

CUSTOMER EXPERIENCE
  Content consumers’ behaviors and expectations have, and will continue to, change dramatically. Today’s content consumers can choose what, where and how they watch content. They can now also participate in and influence live broadcasts and generate and share their own content.
BUSINESS REINVENTION
  For media companies of all types, mere survival in today’s highly competitive, fragmented and increasingly online market depends on their ability to find innovative new ways of monetizing their content. At the same time, they must optimize value from existing business.
OPERATIONAL EXCELLENCE
  In a highly competitive and fast-changing landscape, media companies need to reinvent themselves, transforming their legacy content-driven organizational and operational models into ones that are data-centric and more agile. Digital technologies are driving that ongoing reinvention.
TRUST AND COMPLIANCE
  Risks of all shapes and sizes must be anticipated, prevented and managed in a world that is increasingly mobile and social. As the audience experience becomes increasingly personalized and participative, media companies must increase their focus on protecting audience data.

#### Eric Mariette

Vice President Global Media

> The customer relationship is one of the keys to success in today’s fragmented digital media environment, but the battle about who actually ‘owns the customer’ has only just begun.

Technologies in the Digital Journey
Technology | x | y | x (phone) | y (phone) | Impact | Range | Section | Keys | Description
--- | --- | --- | --- | --- | --- | --- | --- | --- | ---
Edge computing | 90 | 32 | 85 | 50 | Early Adoption | 2017 | Low | excellence | Media companies are leveraging edge computing to process those vast volumes of data close to the point of capture. Server loads are reduced as the processing required to present the personalized content to the consumer is offloaded to servers at the edge of the cloud.
Context-rich systems | 82 | 22 | 84 | 26 | Early Adoption | 2017 | Medium | experience,business | The viewer’s experience is integrated across every channel of interaction – online, mobile, social, wearables and more – with a seamless and consistent experience across all media sources. TV viewing is connected with online social media tools. It seamlessly follows the viewer as they move from device to device, from watching a film on their smart TV in the lounge to watching it on their smart fridge interface in the kitchen. Behind the scenes context- rich systems deliver fully synchronized content across multiple devices within the connected home. That content and how it’s delivered is no longer dependent on its delivery network or media provider. By bringing together insights from various sources, context-rich systems proactively anticipate each consumer’s individual needs and preferences. They’re adept at aligning revenue generating media products and services to consumers’ needs, desires and behaviors, offering them up at the exact moment in time when the consumer is most likely to buy. Contextual systems might also adapt the product itself, aligning the end of a movie to who is watching and the mood they’re in for instance, or even the product’s digital rights to the medium at hand. Context-rich systems also have a wider role, particularly when it comes to mobile content and the connected car. Such systems offer consumers content that is not only tailored for their location when they’re out and about, but optimized for the viewer’s device as well as wider context – whether they’re driving the car and where they’re sat in relation to other passengers, for example.
Advanced data visualization | 43 | 33 | 35 | 48 | Adolescent | 2018 | High | experience,business,excellence | New immersive 3D visualization technologies ensure the viewer is immersed more deeply than ever before. The immersive images produced by 360° cameras help build that emotional connection with everything from stories on the news to the latest movies. Sports fans can watch their favorite athletes online, while seeing the chanting crowd around them and the sky above. They can move around and watch the race from different angles or even compete in a virtual line nine against Usain Bolt at the Tokyo 2020 Olympics.
Augmented reality | 47 | 25 | 54 | 30 | Early Adoption | 2018 | High | experience,business | Augmented reality is allowing real and virtual worlds to merge into one. Virtual animations can come to life in the world around you, interacting seamlessly with the things you can physically touch and feel. It’s not only game and TV characters that take on a whole new dimension; friends on social media do too. Aware of the environment around them, these avatars have never seemed more real. Start-up Magic Leap has raised $50 million to develop its own proprietary augmented reality platform.
Cloud Service Integration | 79 | 12 | 38 | 40 | Early Adoption | 2016 | High | excellence | As the digital media supply chain expands and the number of media services hosted in the cloud grows, Cloud Service Integration helps accelerate the development of new ideas in both content and media formats. It allows services from diverse hosted content sources to be connected to offer a truly seamlessly content consumer experience. With the integration of multiple technologies providing immediate feedback for investment or divestment decisions, cloud-based federated identity services simplify access across services in the cloud. In the future trusted information brokers will act as a central verification service. Individuals will no longer need to register and authenticate themselves for each cloud service.
Distributed analytics | 51 | 26 | 69 | 23 | Early Adoption | 2018 | High | excellence | Distributed analytics provides insight into audience consumption across multiple platforms, across TV and online initially.
Gamification | 58 | 47 | 58 | 63 | Adolescent | 2018 | Medium | experience | Wearables impact the gaming industry too. Dynamic online gaming with interactive storytelling and narratives are even more realistic now that they can be tailored to a player’s emotional response. The technologies benefit non-leisure gamers too, delivering the gamification (application of game playing elements to other activities) that has multiple uses in education, health, government and defense sectors in particular.
Internet of Things | 65 | 6 | 46 | 14 | Early Adoption | 2017 | Transformational | business,excellence | Wearables are just a small proportion of the billions of connected devices that share information seamlessly across the Internet of Things (IoT). The vast volumes of data from the connected devices, social media and other sources enriches what media companies know about their audiences – their preferences and behaviors. They can develop ways to better engage their audience and drive the loyalty that is vital to achieving enduring success.
Named Data Networks | 20 | 10 | 45 | 17 | Emerging | 2019+ | Transformational | excellence,trust | The volume of content hosted there will continue to expand too, increasing the load on underlying networks and storage. The future of file distribution across the internet may be transformed by Named Data Networks (NDN), which would change the architecture of the internet at its core. For media companies, NDN promises reduced congestion and improved delivery speeds, along with increased robustness and security. As the volumes of data media companies distribute grow, it could help ensure the continuity of their services.
Prescriptive analytics | 68 | 53 | 69 | 70 | Adolescent | 2018 | Medium | excellence | As expectations for personalized viewing rises, media companies are turning to prescriptive analytics to automatically provide the viewer with a profiled catalog of content tailored to their individual needs and desires. This will offer each specific viewer a highly-tailored passive traditional TV experience that doesn’t require any interactivity on their part.
Self-adaptive security | 66 | 19 | 50 | 36 | Early Adoption | 2017 | High | trust | With protection of the brand and its services crucial to any media company’s survival, companies are employing pre-emptive self-adaptive security technologies to look for early evidence of suspicious behaviors.
Privacy-enhancing technologies | 63 | 49 | 62 | 69 | Adolescent | 2018 | Medium | trust | Despite enabling a whole new level of dynamic, ultra-personalized, embedded advertising, some consumers have reached the point at which use of their personal data to shape a personalized B2C interaction is an unacceptable invasion of privacy. Media companies are employing privacy-enhancing technologies (PET) to control their use of consumer data, ensuring their compliance with data protection legislation and regulation.
Robotics | 61 | 20 | 35 | 46 | Early Adoption | 2017 | High | excellence | Robotics are not only impacting the media industry in terms of automation, but also in the creative and editorial parts of the value chain. In Australia, Channel Nine’s new state-of-the-art studio includes a news desk surrounded by a cluster of robotic cameras that don’t require operators.
Social media analysis | 88 | 13 | 78 | 34 | Mainstream | 2016 | Medium | experience | Social media is valuable source of information for informing content. Social media analysis, with its sentiment analysis, provides media companies with a deeper understanding of how audiences are responding. Service customization based on social media insights can be a key factor in driving customer satisfaction, ensuring loyalty and attracting new business through advocacy.
Software-defined technologies | 70 | 5 | 70 | 11 | Mainstream | 2017 | Transformational | excellence | Flexible software-defined technologies have transformed operations at many levels. Media specific functions implemented in vertical appliances that bundle hardware and software have been decoupled. Instead specialized software applications run on general-purpose hardware platforms, leveraging both virtualized and cloud environments. Small programmable chips, for example, replace expensive specialized hardware – such as tools for transcoding or transforming files – with commodity platforms running specialized software. This means media companies can now embrace next-generation media platforms and delivery options swiftly, without abandoning current infrastructure investments. These virtualized environments have accelerated time-to- market for new offerings and new business models. Cloud continues to be a pivotal technology. It not only enables rapid innovation cycles, but also allows companies to rapidly scale or shrink in response to changing market demands. Disrupters adopted it early on; incumbents – including the multinational, multimedia conglomerates – are adopting it too. Combined with the virtualized structures enabled by software-defined technologies, cloud helps companies standardize, optimize and automate the digital media supply chain.
Streaming analytics | 74 | 13 | 75 | 21 | Early Adoption | 2017 | High | business | Direct real-time user feedback is becoming an essential part of the media creation, development and improvement cycle. Advanced forms of data analytics allow media creators and distributors to personalize and target specific interactions, from tailored subscription packages and transactional offers to show narratives. Streaming analytics provides real-time insight into audience reactions.
Virtual reality | 72 | 26 | 64 | 50 | Early Adoption | 2017 | Medium | experience,business | Technology is driving huge changes in how we use media to tell and experience stories. Immersive virtual reality devices, such as Facebook’s Oculus Rift and Sony PlayStation VR, allow millions of online gamers to interact with each other in real time while living their own unique game experience. Alternatively they can experience what it’s like to be their favorite sports star. Totally immersed they feel what it’s like to where their hero’s shoes – in a racing car, on a football pitch, at the Olympics or even down the ski slope. In more advanced systems narratives evolve in response to implicit or explicit real-time feedback from social network analytics, wearables and other context sensing technologies.
Wearable computing | 55 | 29 | 72 | 28 | Early Adoption | 2018 | High | experience,business,trust | A new category of web-connected wearables that can measure physiological indicators – such as heart rate, body temperature, pupil dilation or sweat production – is allowing media companies to align services to users’ response to environmental stimuli. A live production team can measure and respond to the emotional response of a million viewers of a live TV show or sports fans in real time.

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