Telco 2.0™ Executive Brainstorm

Created by
STL Partners Ltd

Platinum Partners

Ericsson

Cisco

Gold Partners

Connectiva

Credit Suise

Intel

Oracle

Ubiquisys

Silver Partners

Aricent

Blyk

Globecast

Bronze Partners

Huawei

Juniper

In partnership with

Bain & Company

28th October 2010

» Introduction
» Focus
» Participants
» Speakers
» Format
» Agenda
» Register
» Contact

Introduction

Building on output from the 1st Hollywood-Telco International Executive Brainstorm held in Los Angeles on 5th May 2010 and new research and ‘use case’ development from STL and its events partners Bain & Co and Comscore, the Digital Entertainment 2.0 Executive Brainstorm (co-located with Telco 2.0 AMERICAS) explores new strategic opportunities for players in the Film, TV, Gaming, Advertising industries to collaborate with Telecoms and Technology players on new commercial models for ‘digital entertainment’. (More info contact tom.davies@stlpartners.com).

Focus

Stimulated by specially prepared presentations, and supported by the events’ interactive ‘Mindshare’ format, the Digital Entertainment 2.0 Executive Brainstorm focuses on:

Participants

Up to 120 invited senior strategy execs from the major Film, TV and Gaming studios, advertising agencies, technology and internet companies and international telcos.

Speakers

Click here

Format

The ‘Executive Brainstorm’ uses a special interactive process called ‘Mindshare’. This mixes short, specially briefed stimulus presentations, with newly commissioned market analysis, interactive technology to enable everyone’s voice to be heard and to support voting on key issues, and panel discussions with leading experts.

AGENDA

0745 Registration & Continental Breakfast

0830 Welcome, Introductions & Warm Up
Simon Torrance, CEO, STL Partners, Telco 2.0 Initiative (event facilitator/moderator)

0900 Online Video: new disruptive strategies and business models

Latest international market developments in the four key emerging ‘digital entertainment’ business models

Companies in the digital entertainment industry are currently in a state of flux as traditional business models come under pressure from piracy and new competitors. What business models are being tried today and which are most likely to be successful?

 

Hypothesis being tested

  • There are broadly four business models being experimented with in delivering online video:
    • "Content anywhere" - extending DSAT/MSO subscription services onto multiple devices eg TV Anywhere, Netflix
    • "Content storefront" - integrating shops onto specific devices and the web. eg Apple iTunes, Amazon, BestBuy, Xbox
    • "Content channel" - controlling consumption with new online portals eg Hulu, YouTube
    • "Content storage" - providing digital lockers for storing & playback of personal content collections eg Tivo, DECE/KeyChest
  • These are not mutually exclusive and there are important developments which combine elements of the above, eg. Project Canvas in the UK.

  • A key tension point is emerging around whether content owners should collaborate on distribution to compete with new players in the ecosystem, or go it alone to differentiate from each other.
  • Telco operators have an opportunity to support specific business models and enhance the value created for content players in different scenarios

Key questions for debate

  • How fast will old "analogue" eyeballs migrate online? What will the future mix be?
  • What will future mix of revenue be? subscription, ad-funded, e-commerce?
  • What is the outlook for these emerging business models and what key factors will drive success or failure?
  • How could the telecoms industry add value to the current approaches?
  • Should telcos look to help media companies develop stronger business models or create one of their own with the telco as an intermediary between content owners and media service providers, aggregating rights and connectivity?

Presenters and Panelists
Short stimulus presentations x 2, followed by discussion between, and feedback from, participants using our ‘Mindshare’ interactive technology, followed by a panel discussion, finishing with some voting on ‘next steps’.

Stimulus Presenters:

  • Andre James, Partner, Bain & Co
  • Simon Torrance, CEO, STL Partners/Telco 2.0 Initiative

Panellists:

  • Steve McGaw, SVP Corporate Strategy, AT&T
  • Brian Grant, VP, Mobile & Advanced Platforms, FOX Sports
  • Sean Carey, SVP Strategic Content Initiatives, Sony Corporation of America
  • David Gale, EVP New Media, MTV

Telco 2.0 background reading:

 

1030 Break

1100 Defining the next TV experience

Fully exploiting 3-screen capabilities, ‘content anywhere’ (digital locker) and creating a differentiated online experience
Time and place shifting are mega trends for TV and the ability to deliver complete flexibility of viewing is a major point of competition for the various players in the TV value chain are all looking to build on traditional methods of differentiation based on content and new TV technologies such as HD and 3D. Increasingly distribution to multiple screens – TV, PC, mobile, tablet – is becoming a must have for TV companies and those online distributors competing with broadcasters. However, rights become even more complicated in this scenario and need to be simplified.

This session will focus in detail on two discrete approaches to creating a high-quality 3-screen capability where users buy once and use anywhere. The proprietary digital locker approach from the likes of Sky, Apple or Disney, will be compared and contrasted with the collaborative approach taken by the Digital Entertainment Content Ecosystem (DECE) where several companies have come together to define how entertainment content should be distributed across different formats.

Hypothesis being tested

  • The integrated approach to the distribution of content across the TV, mobile and internet is only available on a standalone basis to large content players with strong distribution in a specific market (including at least some customer premises equipment) such as Sky or Comcast
  • As well as being capital intensive, such an approach requires strong partnerships across different distribution formats
  • Alternative collaborative approaches such as DECE reduce the capital burden on any individual company but it is difficult to coordinate and manage companies with different visions, goals and strategies

Key questions to debate

  • When should content players ‘go it alone’ and develop their own proprietary digital locker strategy?
  • What are the vision and goals of the DECE consortium and how successful will it be in delivering content anywhere to consumers?
  • More broadly, when and how should players in the ecosystem collaborate for mutual benefit?
  • What is the role for telcos and other ICT players within the ‘digital locker’ space and what collaboration is needed amongst telcos to maximise this?
  • What happens to advertising revenue when content is time and place shifted? How do you measure viewers of content and advertising and how do you tie advertising to ‘shifted content?’

Presenters and Panelists
Short stimulus presentations x 4, followed by discussion between, and feedback from, participants using our ‘Mindshare’ interactive technology, followed by a panel discussion, finishing with some voting on ‘next steps’.

Stimulus Presenters:

  • Keith McMahon, Senior Analyst, STL Partners/Telco 2.0 Initiative
  • Joan Fitzgerald, VP TV, ComScore
  • Stacey Schulman, SVP Ad Research, Turner Entertainment
  • Michael Adams, VP, Ericsson TV

Panellists:

  • Joan Fitzgerald, VP TV, ComScore
  • Mark Teitell, Executive Director, DECE
  • Tony Rallo, CTO, Grupo Televisa
  • Stacey Schulman, SVP Ad Research, Turner Entertainment
  • Michael Adams, VP, Ericsson TV

Telco 2.0 background reading:

 

1300 LUNCH

Afternoon Overview

These sessions bring together the Digital Entertainment sessions and the Consumer 2.0 sessions to look at how to take advantage of the telco subscriber base to enhance entertainment services and business models.

 

1400 Optimising international online content distribution

New methods for content delivery and monetisation that leverages customer data
As established in the two previous sessions, the two main areas of differentiation are the content itself and the ability to deliver that content in ever more convenient and engaging ways for the consumer. Therefore content owners are in need of support from telcos for content delivery, particularly for live events, on the one hand and more effective content discovery and access on the other.

Hypothesis being tested

  • Content owners are currently wrestling with two competitive threats. One comes from their traditional competitors, other content owners; the other from new aggregators or other players in the value chain looking for a greater share. Competing effectively against these requires content owners to do what they already do better as well as engaging with new services.
  • Operators have specific assets and capabilities that can help content owners tackle their strategic issues including:
    • Live production support capabilities to improve the delivery of TV content
    • Media distribution, asset management and workflow software for broadcast services
    • Identity-based content delivery to improve content discovery
    • Large quantities of customer data that can be used to improve content owner marketing
    • Payment capabilities for the unbanked (including the young) via premium SMS and a global payment exchange (originally developed for roaming)
  • Telco customer data and reach can be used to enhance media company’s search and discovery services; to engage with more customers, build customer loyalty and cross/upsell
  • Operators and content owners could and should be doing more to work together. They should develop a number of specific use cases to drive collaboration

Key questions to debate

  • How can telcos help broadcasters improve their efficiency?
  • What are the key capabilities that content owners need to become more competitive with new market entrants and can telcos support these?
  • How important will discovery be as time and place shifting reduce the value and impact of the TV schedule
  • When offering upstream services to content owners, is interoperability between operators desirable or even essential?

Presenters and Panelists
Short stimulus presentations x 2, followed by discussion between, and feedback from, participants using our ‘Mindshare’ interactive technology, followed by a panel discussion, finishing with some voting on ‘next steps’.

Stimulus Presenters:

  • Keith McMahon Senior Analyst, STL Partners/Telco 2.0 Initiative
  • Marc Davis Partner Architect, Consumer & Online, Microsoft  (and representative of the World Economic Forum’s ‘Re-thinking Personal Information’ project)

Panellists:

  • Stephanie Comfort, EVP Chief Strategy Officer, Qwest Communications
  • Eric Klinker, CEO, BitTorrent
  • Jeff Casey, VP Media Management, Globecast
  • Keith McMahon Senior Analyst, STL Partners/Telco 2.0 Initiative
  • Marc Davis Partner Architect, Consumer & Online, Microsoft  (and representative of the World Economic Forum’s ‘Re-thinking Personal Information’ project)

Telco 2.0 background reading:

 

1515 Break

1545 New Direct-to-Consumer Entertainment Services

  • Exploring the practicalities of new ‘use cases’

To make an impact on the market any media company will have to differentiate its offering through: the quality of its content; place and time shifting; the effectiveness of its user interface/guide/discovery capability; and the ability to interact with apps and online services including social networking. The first is a pure content play, the next two have already been discussed, but the last is also needed to create a differentiated customer experience. Understanding the customer, their environment and linking their entertainment content with their other apps are central to this. Includes new Telco 2.0 use cases.

Hypothesis being tested

  • There is value in the data surrounding the telco user and his activities that can be monetised for entertainment
  • A major opportunity lies in using the information around the user to enhance the entertainment experience and add new value propositions to the market.
  • Entertainment experiences can be enhanced, differentiated and even further monetised through integration with apps, such as social networking for enhanced recommendation/discovery engine or apps that work with the content – discussion boards, additional data, voting on outcomes, creation of new characters, episodes etc, etc.
  • Customer Care and Account Management are seen as weak areas for many media service providers – cable companies, etc., but these can become effective customer retention tools if linked to customer information and used as a proactive service rather than always a reactive measure

Key questions to debate

  • What are the most important differentiators for a media company looking to improve its online distribution?
  • What data do telcos hold that is of greatest value to content owners and how readily available is it? Does this need to be made available in a standardised way?
  • What sort of apps will drive customer engagement and add value to the entertainment experience?
  • How can content owners engage more effectively with the app developer community to develop apps that enhance their content experience?
  • What is the business model for complimentary apps? How does money flow between content owner, app developer, distributor, advertiser and telco?
  • Should telcos look to use its customer’s data to differentiate their own entertainment services or offer them as upstream services to other content owners? Can they do both?

Presenters and Panelists

Short stimulus presentations x 4, followed by discussion between, and feedback from, participants using our ‘Mindshare’ interactive technology, followed by a panel discussion, finishing with some voting on ‘next steps’.
 
Stimulus Presenters:

  • Mathew Papish, CEO, Cinsay         
  • Thomas Fellger, CEO, IconMobile
  • Frank Chindamo, President & Chief Creative Officer, Fun Little Movies

Panellists:

  • Mitch Singer, EVP & CTO, Sony Pictures Entertainment
  • Mathew Papish, CEO, Cinsay        
  • Thomas Fellger, CEO, IconMobile
  • Frank Chindamo, President & Chief Creative Officer, Fun Little Movies

Telco 2.0 background reading:

 

1800 Close (and drinks)