oisin lunny social networking and ugc world telemedia budapest march 2008

*unlimited power andtotal control from the next generation of content networks

Interoute The Media Network*

Oisin Lunny - 31/03/08

Global Product ManagerOnline Distribution & Media Services

Interoute

oisin.lunny@interoute.com

Interoute, Europe’s biggest Next Generation Network...

...which we leverage for Global content delivery services.

Our network connects to media companies, mobile operators and ISPs. Media clients get the advantages of our connections.

Converged Network Solution

Interoute’s Next Generation Network is a uniquely converged solution.

Major global clients trust us to deliver 24/7/365 and only settle for the best quality.

Our clients include:

• Bulldog

• Akamai

• Tiscali

• Vodafone

• EMI (18TB per month)

• Universal Music Group

• Warners

• EMAP

We are trusted by over 14,000 customers including:

Interoute ExtraContent Delivery Network (CDN)No need to wwwait - live in seconds

Interoute’s CDN product family

Media ManagerOn Demand Streaming - Audio / VideoPodcasting / listen again / Pay Per View

Media Live Stream 24/7 or Single Live Event streamingGeo locking + advertising

Share Market leading security solution for musicWatermarking + marketing + tracking

Interoute Express Fast method to deliver filesReduces strain on email systems

My past in generating content

I still do it but with new technology....

The new possibilities offered by online distribution inspired me to work in technology in the first place.

Confessions of a Musically Obsessed Geek...

So...I technologyI “content”I “UGC”

CV so far:Music business for 18 yearsDigital content 12 yearsNetworks 9 yearsWeb development 8 yearsContent aggregation 6 yearsInteroute over 3 years

“If the music business is a corpse, lets put it in the ground and grow interesting things from it” Peter Gabriel, 2008

As one music and technology expert put it:

interesting things...

*(TVs Paradigm Shift - Tejpaul Bhatia)

Consumers

Devices

Operators

Advertisers

Programmers

Consumers

Devices

Operators

Advertisers

Programmers

Schedules, Linear, Limited Choice

TV, VCR

Free broadcast, Pay Cable and Satellite

TV, Print, Radio, Public Space

Broadcast Networks, Cable Networks

Time/Place Shifting On Demand, Infinite Choice, Long Tail

HDTV, DVD, STB, DVR, Slingbox, PC, XBox, iPod, Mobile, PSP

Broadband, Cable, Satellite, Telco, IPTV, DSL, Mobile etc

TV, Print, Radio, Public Space, Online, 360 Campaigns, Branded Content etc

Broadcast and Cable Networks, Google, YouTube, MySpace, Blyk, Microsoft, Apple, Users, Operators, Carriers, Aggregators, Websites

OLD NEW

Consumers “lean forward” to interact and create!

Advertising - is rapidly moving online

“From an estimated €849m revenues in 2005, we expect newspaper and magazine publishers revenues to amount to €2bn in 2010, almost

exclusively from online and mobile advertising.”

You need ENGAGING websites to generate loads of site traffic. UGC and community websites are COMPELLING, and bring in the BIG numbers.

Top community websites

Current TV•Pooling professional UGC talent

globally•Creating a 'sticky' environment

for users to return and engage

Bebo TV• Innovative format•Fully interactive programming

MySpace TVDailymotionYouTubeRevver

Video UGC / Media Sharing:

Flickr MetacafePutfileVimeo

WikipediaDiggDeliciousStumbleRedditTechnoratiConsumeristLifehackerSlashDotYahooBuzz

Wiki and Bookmarks:

* Blue Dot * BookmarkSync * CiteULike * Connotea * Diigo * Furl * GiveALink.org * Linkwad

* Ma.gnolia * My Web * Mixx * Netvouz * Newsvine * Propeller.com * Simpy * SiteBar

Facebook eHarmony.comMatch.comOkCupidPassadoYahoo! PersonalsMatchmaker.comAdult Friend Finder

LinkedInPulseXing

Personals:

Corporate:

Brands are doing community, sometimes it really works!

All this is great, but sometimes overwhelming!

There are a LOT of niche community sites springing up:

Make The Difference Network is a cause-oriented, online social network designed to connect nonprofit organizations with potential donors and increase awareness for small-to-medium non-profit organizations.

Ning allows you to make you own communities, easily.

Anyone fancy a perf?

...or maybe a netlog?

But what do the “catch all” sites offer above existing ones?

Semantic Web creates a web of data that allows computers to find, extract, share, re-use information, and potentially even reason with it.

Now HERE is an interesting idea to tie it all together.

How do you monetise communities? Upgrades?

Guerilla marketing?

Using UGC technology to generate pay per view business:

Xero 9 achieved this with a niche UGC offering...

... and targeting over 4.5 million “Gaydar” members...

Started 6 months agoOver 100,000 signups

Over 1,000 per day“zero advertising”

.. with BoyzTube, a UGC portal for the Gay community.

“My website's community features have definitely increased stickiness, I have loyal "customers" for over 10 years.I have people who asked their member accounts to be

deleted because the site became an "addiction" to them. What better reward can a site keeper get?”

Harri Rautiainen, Sax On The Web

UGC features can convert site traffic to loyal communities

•In general, UGC services should serve a purpose, improve a company's service and/or add value for the user.•Its a crowded market, new UGC offerings need to be compelling and specialised or have niche appeal.•The number of community sites can be overwhelming, could identity keys manage the relationship between individuals and content through a centrally held identity? Not without complex personal information exchange issues, could we learn from SIP / one number technology?•Relationships between domain identities could be managed by Web 2.0 companies, while laptops / iPods / slingboxes can hold local identity caches. •Maybe Digimarc and Google could make this a reality?

Final thoughts:

www.interoute.com

Thank you

oisin.lunny@interoute.com

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