mediapeers presentation -_080925_-_nff
TRANSCRIPT
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New Media Value Chain
Utrecht, September 25th, 2008 Netherlands Film Festival
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mediapeers in brief
Founded April 2007
Headquarters Berlin (Germany)
Staff 21
Sales reps Madrid (Spain), Moscow (Russia), Paris (France)
Activity mediapeers runs an international B2B marketplace for audiovisual content. Process support ranges from Marketing, Sales, Distribution to Billing. It provides content owners with a simple and efficient way to distribute their content worldwide to channels, cablecos/MSOs, telcos/ISPs, mobile operators, publishers, agencies etc.
Value proposition Buyer: One-stop-shop solution to reduce lead times & transaction cost Seller: Low cost channel to debottleneck license distribution
Business model 15% commission on license fees
Awards – Red Herring Top 100 Tech companies Europe 2008 – Top 25 Web companies in Germany – Wirtschaftswoche
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What happen thus far?
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three waves of video services (r)evolution
“2nd screen”
Video goes broadband
UGC Bridging devices (S)VoD for the mass
IPTV
PC
CPM, CPC, subscrip-tion & PPV
“3rd screen”
Video goes mobile
New usage occasion New formats Personalization
Mix
Mobile phone
Subscription, tariff
“1st screen”
Trend Digitalization of homes
Key impact Multi-channel Ad skipping (PVR) On demand
Video type Mostly linear channel
Video device TV
Business model
CPM, subscription
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audiovisual content market with increasing complexity
Content supplier
Film studios Independent producer TV broadcaster
Content buyer
Theatrical distributors DVD distributors Pay-TV platforms TV Broadcasters
Usage rights
Theatrical DVD Pay-TV Free TV
Tradi- tional (<2005)
Film studios Independent producer TV broadcaster TV production houses Content aggregators Archives OEMs …
Theatrical distributors DVD distributors Pay-TV platforms TV Broadcasters Fixnet Ops ISPs Web/Mobile Portals MNOs/MVNOs Publishers …
Theatrical DVD/Blu-ray/HD-DVD D2O/EST VoD/PPU SVoD Pay-TV Mobile/Podcast Free TV IPTV/WebTV …
Emerging (≥2005)
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Exploding number of professional buyers of audiovisual content ISP/Telco
Multisystem Operator/Cable
Mobile Network Operator
Device-based Services
Video on Demand (OTT)
IPTV
Publishing Houses
Special Interests Services
TV Channels
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let's look at a big guy – what Warner Brothers is up to …
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look whom they partnering with in the US …
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… all the good old cable guys, including Comcast
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… online retailers like amazon
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… the cool device people from Cupertino – apple of course
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… also the not so cool console guys from Microsoft
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… the self declared "novelle cinéma" like cinema now
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… the web 2.0 folks like vudu
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… and even the (formerly) pirates darling BitTorrent
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Why should I care?
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well, it ain't in the numbers yet – even in the US Percent of spend on movies and video of US consumers (13+)
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DVD sales 52%
DVD rental 29%
Cinema 18%
Internet 1%
Source: NPD Group, September 16, 2008
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or may be payment at the cashier was just forgotten? Comparison of legal versus illegal downloads in the US, estimates for 2007
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Source: MPAA, IFPI
Movie Music
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despite lots of hopeful cashiers (VoD platforms)
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Source: NPA, February 19, 2008
YE 2007
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changes in industry structure become evident
AV industry
Content
Adver-tising
Audience
Traditional
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Audience
Advertising
Content
Emerging
Branded content User generated content Targeted advertising …
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Does it matter to me?
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low overall market transparency
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unclear attractiveness of distribution partners
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need to manage high complexity
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revenue / transaction cost imbalance
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What does change?
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new players along the value chain
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Production Packaging Ad inventory Distribution Access/ Device Consumption
New Player
Audience
Traditional Player
Traditional
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metamorphosis of the value chain
Production Aggregation Ad Inventory Access/ Device
Emerging
Repurposing Distribution Consumption
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new competitive dynamic
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Access
Games TV/Film
three industries competing for share of wallet, leisure time and ad spend
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Music
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South Park Maya
Tomb Raider LOTR
The Sims Need for Speed
Matrix/8110 Sky Mobile
converging or cooperating industries?
Interact with the hero?
MMORPG’s as an MVNO?
Integrate production?
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Access
Games TV/Film
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new entertainment products
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Action Pay Interact
Assets Brands Stories
Animation Sticky Engaging
what can each industry bring to the party?
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kids entertainment from telco with movies and games
Kid Studio by Orange
Videos Games Limited offer for free Premium offer for
monthly subscription fee of 5€ or 7€
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new distribution paradigm
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from a few exclusive distribution channels to ubiquity
Prada Coke
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more non-distribution revenues
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from brand positioning to merchandizing
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What can you do?
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Revenue sources
Content/services
Devices
Distribution
simplified business system toolbox for digital media
Paid content Advertising
Transaction Traffic One time
Sub. PPU CPM CPC CPO
Music Video Games Search
Hit Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical
PC TV/ Console Mobile phone Other mobile devices
Fixed broadband Wireless broadband Cellular Broadcasting
DSL CAT FTTx 802. 11
802. 16
WiB 2.5G 3G IP CAT SAT DTT
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Revenue sources
Content/services
Devices
Distribution
apple: from humble iPod beginnings …
Paid content Advertising
Transaction Traffic One time
Sub. PPU CPM CPC CPO
Music Video Games Search
Hit Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical
PC TV/ Console Mobile phone Other mobile devices
Fixed broadband Wireless broadband Cellular Broadcasting
DSL CAT FTTx 802. 11
802. 16
WiB 2.5G 3G IP CAT SAT DTT
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Revenue sources
Content/services
Devices
Distribution
… to media powerhouse?
Paid content Advertising
Transaction Traffic One time
Sub. PPU CPM CPC CPO
Music Video Games Search
Hit Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical
PC TV/ Console Mobile phone Other mobile devices
Fixed broadband Wireless broadband Cellular Broadcasting
DSL CAT FTTx 802. 11
802. 16
WiB 2.5G 3G IP CAT SAT DTT
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Revenue sources
Content/services
Devices
Distribution
let's look at a few examples
Paid content Advertising
Transaction Traffic One time
Sub. PPU CPM CPC CPO
Music Video Games Search
Hit Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical
PC TV/ Console Mobile phone Other mobile devices
Fixed broadband Wireless broadband Cellular Broadcasting
DSL CAT FTTx 802. 11
802. 16
WiB 2.5G 3G IP CAT SAT DTT
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Revenue sources
Content/services
Devices
Distribution
(S)VoD
Paid content Advertising
Transaction Traffic One time
Sub. PPU CPM CPC CPO
Music Video Games Search
Hit Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical
PC TV/ Console Mobile phone Other mobile devices
Fixed broadband Wireless broadband Cellular Broadcasting
DSL CAT FTTx 802. 11
802. 16
WiB 2.5G 3G IP CAT SAT DTT
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Typical two way deal Effective net revenue share:
30% – 50% (90%)
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Revenue sources
Content/services
Devices
Distribution
advertizing
Paid content Advertising
Transaction Traffic One time
Sub. PPU CPM CPC CPO
Music Video Games Search
Hit Cat. Indi Lin. VoD UGC CG SP MMP Horiz. Vertical
PC TV/ Console Mobile phone Other mobile devices
Fixed broadband Wireless broadband Cellular Broadcasting
DSL CAT FTTx 802. 11
802. 16
WiB 2.5G 3G IP CAT SAT DTT
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Some three way deals Effective net revenue share:
25.5% – 45%
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Thank you for your attention!
mediapeers GmbH
Am Festungsgraben 1 D-10117 Berlin
url www.mediapeers.com email [email protected] phone +49-30-814560-70 fax +49-30-814560-99