tom troland suny global center november 12 2015 session 3 final 11-06-2015

TOWARD A ONE-SCREEN WORLDTOWARD A ONE SCREEN WORLDWHAT DRIVES MEDIA CONVERGENCE?

单屏世界

THOMAS R TROLANDTRT ADVISORY

TOWARD A ONE-SCREEN WORLD: WHAT DRIVES MEDIA CONVERGENCE?

16 NOVEMBER 2015 / SESSION # 4

“TECHNOLOGY ISMIRACULOUS BECAUSEIT ALLOWS US TO DOMORE WITH LESS, RATCHETING UP OURFUNDAMENTALCAPABILITIES TO AHIGHER LEVEL.”

--PETERTHIELPETERTHIEL

FOUNDER OF PAYPAL


Then: a device and place for each mediummedium…


Next: every medium –and more– in onedevicedevice.


Four drivers of media convergence

3. 1.Mobility Urbanization

2. 4.Demographics Connectedness


Source: Mckinsey, No Ordinary Dispruption, 2015

Four drivers of media convergence--Especially in China!Especially in China!

http://www.mckinsey.com/global_locations/asia/singapore/en/latest_thinking

3. 1.Mobility Urbanization

2. 4.Demographics Connectedness


Source: Mckinsey, No Ordinary Dispruption, 2015

1. Urbanization. U n on


2. Demographics. og cs


Urban + Educated = AffluentU n uc u n


3. Mobility3. o


China leads world to “Mobile Mind Shift”“Mobile Mind Shift”

“THIS IS A MOBILE MIND SHIFT, NOT JUST ‘MOBILE FIRST’. ITIS A COMPLETE CHANGE INTHE PSYCHOLOGY OFCONSUMERS: THEEXPECTATION THAT ANYDESIRED INFORMATION ORSERVICE IS AVAILABLE, ON ANYAPPROPRIATE DEVICE, INCONTEXT, ATYOUR MOMENTOF NEED ”OF NEED.”

JOSH BERNOFF, SENIORVICE PRESIDENTFORRESTER RESEARCH


Mobile: Useful for Everything.http://www.chinainternetwatch.com/top/


Mobile: UseD Everywhere.


4. Connectedness. Conn c n ss


Smartphone MajorityS on jo


Many ways to Connect, Share & SocializeSocialize


Digital Connectednesswww.wearesocial.cn


More than 10,000 new businesses registered in China every dayregistered in China every day


Tech Temple, Beijing 2015

“A NEW MEDIUM IS NEVER AN ADDITION

TO AN OLD ONE, NOR DOES IT LEAVE THE

OLD ONE IN PEACE. IT NEVER CEASES TO

OPPRESS THE OLDER MEDIA UNTIL IT

FINDS NEW SHAPES AND POSITIONS FOR

THEM.”– MARSHALL MCLUHAN, 1964


Business Models are ChallengedNearly half of content spending will be for digitalNearly half of content spending will be for digital

products by 2017


China’s robust media economyCAGR 2015-2019 Forecasted at 10.5%

Total E&M SpendingI Chi b Y

$235.7

$200

$250

tes

In China by Year

$143.1$150

$200

4 Ex

chan

ge R

at

$85.2

$50

$100

Bill

ions

US

/ 20

1

$0

$50$

B


* 2015-2019 totals are forecasts.

Changing emphasis in E&M SpendingFaster Growth in Digital / Lower growth in Traditional Media

Forecast Spending on Media in ChinaT t l $235 7 Billi i 2019

$88.4 15.1%14.0%

16.0%

$80 0$90.0

$100.0

Rat

e

Total: $235.7 Billion in 2019Total CAGR 2015-2019: 10.5%

$33 5

13.6%11.4%

6.8%7.6%

6 6%

9.8%8.7% 8.0%

10.0%

12.0%

$40 0$50.0$60.0$70.0$80.0

R 2

015-

2019

–20

14 E

xcha

nge

$33.5$24.1 $20.3

$13.1 $12.2 $11.7 $9.5 $8.6 $6.4 $3.3

6.8%

1 3%

6.1% 6.6%

3.1%

0 0%

2.0%

4.0%

6.0%

$0 0$10.0$20.0$30.0$40.0

CA

GR

$ B

illio

n U

S –

1.3% 0.0%$0.0


Source: http://www.pwchk.com/webmedia/doc/635775886983165765_cn_em_outlook_2015_2019.pdf

rapid transformation in Consumers’ Media UseMedia Use


Consumers’ Media Behavior: Adopt and AdjustAdopt and Adjust

Source: Market RaDaR Analysis Forrester Research 2014http://blogs.forrester.com/xiaofeng wang/14-05-


http://blogs.forrester.com/xiaofeng_wang/14 0509-introduce_the_marketing_radar_to_china

Spending Follows AttentionS n ng o ows n on


“We look at the present through a rear view mirror. We march backwards into the f t ”future.”

--Marshall McLuhan


Delighting in the Possible:Thinking and acting on ConvergenceThinking and acting on Convergence

http://www.mckinsey.com/insights/managing_in_uncertainty/delighting_in_the_possible

HABITS OF MIND:• ASK DIFFERENT QUESTIONS

• TAKE MULTIPLETAKE MULTIPLE

PERSPECTIVES

• SEE SYSTEMSS S S S

• EXPERIMENT AT THE

PERIPHERY


Delighting in the Possible:Thinking and acting on ConvergenceThinking and acting on Convergence

ACTIONS:• IDENTIFY PRACTICAL

OPTIONS

• ALIGN KEY STAKEHOLDERS

• DISAGGREGATE ANDS GG G

OPTIMIZE, ONE PIECE AT A

TIME

• DECIDE, PILOT, AND ROLL

OUT


DES MOINES IOWA USADES MOINES, IOWA USA


Commitment support focus…Co n su o ocus…


serving life stages…s v ng s g s…


Centered in BIG Data…C n n G …


Less reliance on advertising…ss nc on v s ng…


Strategic Focus on ConvergenceS g c ocus on Conv g nc


Making Meredith Digitalng g


Better Homes and Gardenso s n G ns

7.6 MILLIONCIRCULATION

3939 MILLIONADULTADULTREADERS


BH&G: Convergence Branding Model &G: Conv g nc n ng o


Allrecipes: Digital First Modelc s: g s o

15 Million A D l dApp Downloads

March 2013


Allrecipes: Digital First Modelc s: g s o

15 Million A D l d

500,000Circulation App Downloads

March 2013

C cu at oNovember 2013


media Brand for the One Screen Worldmedia Brand for the One Screen World

25 Million A D l d

1,300,000Circulation App Downloads

October 2015

C cu at oJanuary 2016

44 Million Users/ReadersTOWARD A ONE-SCREEN WORLD: WHAT DRIVES MEDIA CONVERGENCE?

44 Million Users/Readers

Branding For The One-Screen Worldn ng o On Sc n Wo


GLOBAL allrecipesG O c s


Allrecipes.cnc s.cn


Haier’s Relentless Search for new Valuehttp://www.gaofengadv.com/Cn/ / http://www.strategy-business.com/article/00296?gko=8155b

“THE KEY FACTOR OF TRADITIONALSALES WAS LOCATION. IFYOU HADSTORES IN GOOD LOCATIONS IN A CITY, THAT GAVEYOU THE BIGGESTADVANTAGE. DURING THE PC INTERNET ERA, THE KEY FACTOR WASTRAFFIC –WHOEVER HAD THEGREATEST TRAFFIC WAS THE WINNER. AND NOW IN THE MOBILE INTERNETERA, THE KEY FACTOR IS TIME.

“SO MY STORES ARE CHANGING FROMSEEKING GOOD LOCATIONSTOPURSUING THE TIME OF CUSTOMERS.”++ZHANG RUIMIN, CEO, THE HAIERGROUP


THOMAS R TROLAND

TRT ATRT ADVISORY

[email protected]

TOWARD A ONE-SCREEN WORLD: WHAT DRIVES MEDIA CONVERGENCE?20 October 2014

tom troland suny global center november 12 2015 session 3 final 11-06-2015

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