troland 11-30 suny final

Convergence of Digital Multimedia for Publishers

MEDIA STRATEGYFOR A ONE-SCREEN WORLD

Thomas R TrolandTRT Advisory

30 November 2016 / Session # 6

单屏世界


“THE WORLD, MADE COMPLEX BY

TECHNOLOGY, WAS BECOMING SIMPLE

AGAIN.”– 刘慈欣黑暗森林 , 2OO8

2


3

日常生活

(Daily Life)


“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

4


Four forces creating convergence

5

Source: Mckinsey, No Ordinary Dispruption, 2015

1.Urban

Growth

2.Demographic

Change

3.Mobility

4.Connectedness


1.Urban

Growth

2.Demographic

Change

3.Mobility

4.Connectedness

Four drivers of convergence

6

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

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


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

--Marshall McLuhan

7


1. Urban Growth

8


1. Urban Growth

9


2. Demographic Change: Education

10


2. Demographic Change: Affluence

11


3. Mobility

12


3. Mobility

13


China is leading the world to a“Mobile Mind Shift”

“This is a mobile mind shift, not just ‘mobile first’. It is a complete change in the psychology of consumers: The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need.”

Josh Bernoff, Senior Vice President Forrester Research

14


Mobile: China leads in Adoption and Use.

15


4. Connectedness

16


Growth of Smartphone Use in China

2013 2014 2015 2016 2017* 2018* 2019* 2020* 2021*0

100

200

300

400

500

600

700

800

436.1 482.7 523.6 563.1 601.8 639.2 674.9 708.4 739.7

China Smartphone Users by Year Source: Statista & Ericsson 2016 *Forecast

Mill

ions

of U

sers

17


Expansion of Social Media58% of Internet Users in China also use 1+ Social Networks (2015)

2014 2015 2016 2017* 2018* 2019* 2020* 2021*0

100

200

300

400

500

600

700

800

453.1 483.2 514.5 546.9 579.9 613.4 646.7739.7

China Total Social Network Users by Year Source: Statista & Ericsson 2016 *Forecast

Mill

ions

of U

sers

18


“WE SHAPE OUR TOOLS. THEREAFTER, OUR TOOLS

SHAPE US.”– MARSHALL MCLUHAN, 1964

19


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

2010

2011

2012

2013

201420

15*20

16*20

17*20

18*20

19*

$0

$50

$100

$150

$200

$250

$85.2

$143.1

$235.7

Total E&M SpendingIn China by Year

$ Bi

llion

s U

S / 2

014

Exch

ange

Ra

tes

* 2015-2019 totals are forecasts.20


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

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

Inte

rnet

Acc

ess

Inte

rnet

Adve

rtisin

g

TV Subs

Newsp

aper

s

Books

Video

Gam

es

B to B

TV Adve

rtisin

g

Out of

Hom

e

Mag

azin

esRad

io$0.0

$10.0$20.0$30.0$40.0$50.0$60.0$70.0$80.0$90.0

$100.0

0.0%2.0%4.0%6.0%8.0%10.0%12.0%14.0%16.0%$88.4

$33.5$24.1$20.3$13.1$12.2$11.7 $9.5 $8.6 $6.4 $3.3

13.6%

15.1%

11.4%

6.8%

1.3%

7.6%6.1% 6.6%

9.8%

3.1%

8.7%

Forecast Spending on Media in ChinaTotal: $235.7 Billion in 2019

Total CAGR 2015-2019: 10.5%

$ Bi

llion

US

– 20

14 E

xcha

nge

Rate

CAG

R 20

15-2

019

21

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


Consumers’ Rapid Shift to a One-Screen World

2010 2011 2012 2013 2014 2015 2016* 2017* 2018*0

50

100

150

200

250

300

350

400

173.1 166.2 153.7 144.1 139.4 136 133 130.5 128

54.2 70.1 78.2 60 45.7 36.4 26.3

32.7 46 64.4 104.8 141.2 165.8 179.7

Internet-MobileInternet -- DesktopRadioTelevisionMagazinesNewspapers

Media Consumption by Media Type per Day in China: 2010-2018Source: Zenith Optimedia 2016 *Forecast

Aver

age

Min

utes

per

Indi

vidu

al

22


Advertising Shifts from Traditional Media

23


DES MOINES, IOWA USA

24


Commitment-Support

26


Life Stages…

27


Corporate Strategic Focus on Convergence

28


Meredith Digital History

29


The Best Question

“WHAT JOB IS YOUR CUSTOMER HIRING YOU TO DO?”

--Clayton ChristensenCompeting Against Luck, 2016

30


Mobile Moments

31


Meredith Agrimedia/Successful Farming

Founded 1902390,000

circulation in 2016

32


Strategy: Relentless Media Invention

33


Better Homes and Gardens

7.6 million paid circulation

48 million adult readers/users

34


Strategy: Experimentation & Partnership

35


Revenues beyond advertising

36


Strategy: Apply Unique Skills & Resources

37


Allrecipes: Digital First Model

15 MillionApp Downloads

March 2013

500,000Circulation

November 2013

The Job To Be Done:

Allrecipes, the world’s largest

digital food brand, inspires the world to discover and share

the joy of home cooking.

38


Strategy: Valued Consumer Services

23 Million+

App DownloadsOctober 2015

1,350,000 Circulation

January 2017

51 Million Total Monthly Users/Readers/Viewers 39

2,384,000Video Views

September 2016


International allrecipes

40


Allrecipes.cn

41


Strategy for a One-Screen World1. Love what you do2. Don’t be in love with how you do

it3. Stay Curious 4. Out-read the competition5. Start with questions, not

answers6. Find out and understand the jobs

your customer is “hiring” you to do

7. Constantly look for the new value your customers will want from you

8. Experiment relentlessly

42


20 October 2014

Thomas R TrolandTRT Advisory

[email protected]

慢走43

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