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报告摘要

Summary of "Forces Transforming the Content Landscape" - World Economic Forum Annual Meeting 2012

Core Content

This report from the World Economic Forum Annual Meeting 2012, prepared by Bain & Company, examines the transformative forces reshaping the content landscape. It explores how digital aggregators, personalisation, mobile technology, digital convergence, social media, and the democratisation of content creation are changing the way content is created, distributed, and consumed globally.

Main Forces Transforming the Content Landscape

1. The Rise of Digital Aggregators

Key Takeaways:
- Digital aggregators such as Hulu, Spotify, and The Huffington Post are growing rapidly and exerting significant pressure on content creators.
- These aggregators often operate under different business models than traditional media companies.
- Content creators are vulnerable to disruption and are responding with various strategies.
Key Questions:
- How can content creators co-opt parts of the aggregator value proposition?
- Should aggregators actively curate content or rely on user voting?
- How can distributors partner with aggregators to prevent direct-to-consumer distribution?
Strategies Used by Content Creators:
- Limiting aggregator access: Implementing paywalls or restricting content access to paying customers.
- Creating direct channels: Developing apps or platforms to deliver content directly to consumers.
- Fostering competition: Forming partnerships with multiple aggregators or creating new platforms.
Examples:
- The Wall Street Journal, The New York Times, and Fox have implemented paywalls.
- Financial Times launched an HTML5 app.
- Music labels formed joint ventures for new platforms.

2. Personalisation: The Next Level

Key Takeaways:
- Consumers demand personalised experiences to avoid data overload.
- Micro-segmentation and contextual awareness technologies are enabling more precise targeting.
- Companies must balance personalisation with consumer privacy.
Key Questions:
- How much should content creators let audiences shape content direction?
- How can aggregators balance personalisation with user privacy?
- How can distributors incorporate micro-segmentation effectively?
Components of Personalisation Strategies:
- Micro-segmentation technologies: Used to deliver tailored content.
- Contextual awareness: Leverages user location and behavior.
- Consumer control and transparency: Ensures users feel in control of their data.
Examples:
- Yahoo! uses micro-segmentation for personalised homepages.
- Pepsi uses location-based tech for on-the-go targeting.
- Jinni uses contextual elements to personalise video content.
- Amazon offers recommendations while maintaining user control.

3. Bypassing Fixed, Embracing Mobile

Key Takeaways:
- Emerging economies are skipping wired broadband and moving directly to mobile.
- Mobile is becoming the primary access point for content.
- Content providers must adapt to lower-bandwidth environments.
Key Questions:
- Should creators offer both high- and low-bandwidth versions?
- How should aggregators scale with varying bandwidth constraints?
- Are distributors prepared for a mobile-first world?
Strategies for Lower-Bandwidth Environments:
- Redesign content: Simplify for mobile, such as Facebook's 0.facebook.
- Adopt compression technologies: Partner with platforms like Jigsee to reduce bandwidth usage.
- Utilise low-bandwidth voice networks: As seen with Bubble Motion's voice-based microblog.
Examples:
- Facebook launched a low-bandwidth version of its mobile site.
- Jigsee compresses video for low-bandwidth regions.
- Bubble Motion created a voice-based microblog.

4. Digital Convergence Across Platforms

Key Takeaways:
- Online video is driving "cord cutters" to cancel traditional TV subscriptions.
- Traditional TV distributors are enhancing their digital offerings and expanding into other content areas.
- Digital convergence is reshaping the video ecosystem.
Key Questions:
- Should content be customised for each platform?
- How fine-grained should targeting be in a hyper-segmented market?
- How can distributors hedge against the rise of online video?
Strategies by Distributors:
- Enhancing traditional pay-TV offerings: Improving quality and features.
- Strengthening online video assets: Building streaming platforms and partnerships.
- Expanding ownership across the content ecosystem: Acquiring other content providers.
Examples:
- Numericable enhanced its HD 3D video-on-demand offering.
- Astro introduced a streaming platform and partnered with telcos.
- Comcast acquired NBC Universal, Fandango, and Plaxo.

5. Curation and Discovery with Social Media

Key Takeaways:
- Social media is a major driver of content discovery and curation.
- It is becoming the largest online destination, with Facebook leading the way.
- Companies are using social media to enhance engagement and drive viral marketing.
Key Questions:
- How can creators leverage social media for viral distribution?
- How can aggregators incorporate social tools for user-driven curation?
- How can distributors use social media to improve customer engagement?
Social Media Goals for Content Companies:
- Facilitate viral discovery: Use platforms like StumbleUpon for content recommendations.
- Empower active curation: Allow users to influence content selection.
- Enhance engagement through crowdsourcing: Involve users in content creation and feedback.
Examples:
- Zynga used Facebook for game discovery.
- StumbleUpon uses proprietary algorithms and peer-sourcing.
- TV Globo and BT allowed users to influence show plotlines and ads.

6. Democratisation of Content Creation

Key Takeaways:
- The cost of content production and distribution has dropped significantly.
- This has led to an explosion in content creators and content production.
- Content companies are adapting by using UGC, introducing branded content, and creating exclusive, high-quality content.
Key Questions:
- What should be the relationship between content creators and UGC platforms?
- What is the optimal mix of UGC and professional content?
- Should distributors invest in UGC platforms?
Strategies by Content Creator Companies:
- Utilise UGC model: Incorporate user-generated content into their offerings.
- Introduce branded content: Launch original series on UGC platforms.
- Differentiate through exclusive content: Offer unique, high-quality content.
Examples:
- CNN's iReport initiative features citizen journalism.
- Disney created a co-branded YouTube channel.
- Sports Illustrated uses exclusive access to differentiate.

Key Implications

The content landscape is undergoing rapid transformation due to digital innovation.
Content creators, aggregators, and distributors must adapt to new business models and technologies.
Mobile and social media are playing increasingly central roles in content consumption and distribution.
Personalisation and data privacy are critical challenges for businesses in this space.

Acknowledgments

The report was supported by various industry leaders and institutions, including:

Steering Committee Members:
- Aegis Media
- Bloomberg
- BT
- Burda Media
- comScore
- Dogan Media Group (DYH)
- Edelman
- Federal Communications Commission (FCC)
- Georgia Institute of Technology
- Information Society and Media (INFSO), European Commission
- Kudelski Group
- LVMH
- McGraw-Hill
- Omnicom
- Publicis Groupe
- Telefónica
- Thomson Reuters
- Walt Disney Company
- WPP
- Yahoo!
Project Partner:
- Bain & Company