The Sedona Conference Dublin The Creative Process: Demystifying Digital Media (http: //www. digitalmediaintelligence. com/sedona. html) The Secret Life of Content and The Digital Media Value Chain Presented October 24, 2002 in Dublin, Ireland by Mark Goldstein, International Research Center PO Box 825, Tempe, AZ 85280 -0825 USA, Voice & Fax: 602 -470 -0389, markg@researchedge. com, URL: http: //www. researchedge. com/ © 2002 - International Research Center (Version 1. 0)
The Secret Life of Content and The Digital Media Value Chain By Mark Goldstein, International Research Center The Sedona Conference Dublin, October 24, 2002 Content takes many forms and travels in many ways, yet has a clear value chain even in these transitional and transformative times. As the interlocking elements of content creation, digitization, aggregation, distribution, and consumption continue to drive both converging and diverging distribution channels, enormous confusion and opportunity abound. Content producers, content enablers, and tool makers as well as other digital media players need to clearly understand the value they create or add and the interests and concerns of their upstream and downstream partners and customers. This session will analyze content distribution networks (CDNs) and digital media value chain models, discuss how technology has enabled ever-broader digital media distribution, and illustrate the impact on content producers, the marketplace, legal issues, and consumers.
Transitions in Transportation Modalities Source: Trillium (The Future is Ahead of Schedule)
Growth of Information Technology in the Enterprise Source: Intel (Creating the Possible: The Evolution of Information Technology, 2000)
Adoption of Various Technologies in the U. S.
Growth of Internet Connections Source: Understanding. USA. com
Source: The Death of “e” and the Birth of the New Economy by Peter Fingar & Ronald Aronica, 2001
Evolution of the Modern Supply Chain Source: Accenture Institute for Strategic Change
Open Systems Interconnection (OSI) Reference Model Source: Gartner. Group
Internet Protocol (IP) Value Chain Source: MIT, The Evolution of International Internet Telephony by Terrence Mc. Garty, 2000
Evolution of Companies via the Web
Sun Open Net Environment (Sun ONE) Implementation Matrix
Virtual Enterprise Migration Model Source: KPMG Consulting
E-Impact Across Industry Segments Investment by Leaders Banking Financial Services Insurance Aerospace & Engineering Telecom Logistics Media Electronics Professional Services Retail Food & Beverage Travel Energy Consumer Goods Entertainme nt Healthcare Pharmaceuticals Transportat Metals & Electric ion Natural Utilities Manufacturi Resources ng. E-Impact will transform marketing, selling and customer service Recreation E-Impact will restructure offerings and how they are delivered Gaming Law E-Impact will restructure the entire industry Information as a Percent of Total Offering Source: Gartner Group Publishing Advertisin g
Collaborative Technologies for Enterprise Knowledge Work Source: International Research Center (http: //www. researchedge. com/)
Knowledge Workers in the Modern Enterprise Source: International Research Center (http: //www. researchedge. com/)
High-Performance Customer Relationship Management (CRM) Source: Chordiant Software
e. Business Infrastructure Map Source: Informatica
Source: Lightwave, September 2001
Source: DCI
Enterprise Information System Architecture
The Growing Complexity of Web Solution Interrelationships Source: IDC, 2000
Tools for Enterprise Content Management Source: IDC, 2000
Vendors Move Towards Enterprise Content Management Source: Forrester Research, November 2001
Connect and Communicate Source: International Research Center (http: //www. researchedge. com/)
Telecommunications Market Segmentation Source: Hilliard Lyons
Optical Network Hierarchy Source: Light Reading
New Enterprise Network Simplifies Corporate Architecture Source: Forrester Research, January 2001
Broadband Features & Applications Source: Jupiter
Content Interactivity and Richness are Increasing Source: Gartner. Group
Messaging and Downloads Become the Killer Apps Source: CIBC
Telecom Technologies by Market Segment & Connection Speed Direct Fiber Source: Mc. Kinsey & Company
Content Distribution Network (CDN) Bottlenecks Source: Alcatel
Content Management Eases Network Bottlenecks Source: CIBC World Markets
The Super Peer P 2 P Architecture Source: Cutter Consortium
Source: Network World, September 10, 2001
Future of P 2 P Web Content Delivery - Key Points Even if P 2 P CDNs Don't Deliver on All of Their Claims, Their Cost Advantages Will Shift The Marketplace The Consumer P 2 P Streaming Market is Hot, But Enterprise Delivery is A Bigger Opportunity Network Service Providers and Telcos are the Ultimate P 2 P Streaming Channel The Logical Corollary: Hosting Companies Should Consider Partnering With, Investing In or Acquiring Distributed Computing Companies to Offer Their Own Streaming P 2 P Services "Traditional" Content Delivery Networks Won't Survive The Next Wave of Consolidation And Competition Without An Infrastructure Partner Hybrid "Traditional" Content Delivery Networks with P 2 P Content Delivery at the Edge Will Begin to Form. Security Issues Raised By P 2 P Could Remain Critical for at Least the Next 12 Months; Enterprises, However, Need Not Share These Fears P 2 P CDN Providers Will Need To Own Key Channels Of Their Business P 2 P CDN Public Offerings Are On The Way P 2 P Content Delivery Will Find Consumer Acceptance Quietly, But Widely Source: Peer. To. Peer Central 2002
Twelve New Commandments of Telecom Industry boundaries will crumble and reform New types of companies rapidly emerge, stimulating new technologies, but ultimately are absorbed by larger players Companies not previously thought of as competitors enter the market Customer segmentation grows in strategic importance Customer loyalty grows in strategic importance Prices generally drop, but not for all customer segments Elaborate new packaging and pricing schemes emerge Wide geographic scale and product/technology scope emerge as key weapons Service quality drops as costs are squeezed Companies struggle to maintain profitability at lower revenue levels Customer usage of all telecom services increases dramatically Unit prices fall, on average from America’s Network May 15, 1996
Forces Leading to Possible Industry Consolidation Source: Mc. Kinsey Quarterly, 2001
Content & Media Digital Ecosystem Source: Deloitte Consulting
The Home Gateway and Content Convergence Source: Gartner. Group, November 2001
Modern Home Network Example Source: International Research Center (http: //www. researchedge. com/)
Home Networking Applications Source: Home Automation Systems, Inc.
U. S. Residential Dial-up and Broadband Forecasts (in Millions) Notes: Year 2000 Actuals derived from U. S. DOC & OECD surveys. Other Broadband category includes wireless, satellite, and fiber to the home. Source: e. Marketer, Inc. (http: //www. emarketer. com/)
Residential Data Services Comparisons Source: International Research Center (http: //www. researchedge. com/)
Entertainment and Media Industry Segments Newspaper Publishing Magazine Publishing Book Publishing Recorded Music Radio & Out-of-Home Media Filmed Entertainment Television Content: Broadcast & Cable Networks Television Distribution: Station, Cable & DBS Internet Advertising & Access Spending Theme Parks & Amusement Parks Sports Source: Pricewaterhouse. Coopers
Source: Pricewaterhouse. Coopers
Source: University of Michigan Business School, September 2002
Activities Regularly Performed Online Broadband Narrowband Source: Forrester Research 2001 (Note: Corrected Legend)
Pathfire VOD Digital Media Distribution & Management Source: CED Magazine, February 2002
Keys to the Video On Demand (VOD) Business Model Source: CED Magazine, February 2002
Source: Gartner. Group
Diversity of Mobile Computing Devices and Networks Source: The Mobile Constituent/Cysive
The Hyper-Connected Individual Source: Pricewaterhouse. Coopers
Personal Interactive Service Manager (PRISM) Source: Pricewaterhouse. Coopers (Note: 7 Layers)
Wireless Industry Value Chain Source: Cherry Tree & Co. , November 2000
Next-Generation Wireless Services Evolution Source: The Yankee Group, August 2001
Mobile IP Content Control and Delivery Source: Cisco Systems
Mobile IP Services Architectural Overview Source: Cisco Systems
Online Consumers’ Wireless Web Applications Wish List Source: The Yankee Group, October 2001
U. S. Consumers' Interest in Specific Location-Based Applications Source: Jupiter
Wireless Value Chain for Content Settlement Source: The Yankee Group, August 2001
Source: e. AI Journal
Key Enabling Technologies for Mobile Data Growth (Note: Fails to Anticipate 802. 11 x WLAN as Key Technology - MG)
Comparison of 1 G, 2. 5 G, and 3 G Networks Source: Nokia and 3 G Newsroom
Proxim Wireless Public Access Solution Set Source: Proxim
Wireless Coverage by WLANs Over a City Source: Wired, Illustration by lostinspace
Examples of Mobile Wireless Information Appliances Motorola V 200 Handspring Treo
Nokia 9290 Communicator Sony Clie PEG NR 70 V
Lexus Telematics Example Source: PC Magazine
Source: KMWorld/University of California, Berkeley
Visual Content on the Web is Exploding Source: e. Vision
The Future of Search Technology Source: e. Vision
“One is Glad to Be of Service “ That line, taken from "Bicentennial Man, " starring Robin Williams, suggests at least one aspect of professional and personal life in the early to middle years of the 21 st century. All kinds of devices and appliances, including houses and automobiles, will be able to communicate in order to serve us better. Intelligent, speech-understanding, and synthesis systems will make it easier to interact with computer-based systems by means of voice commands. Free flow of information all around us will be the normal case, as will casual networked interaction by voice, keyboard, mouse, or other three-dimensional means. Vint Cerf, Senior Vice President, Internet Architecture and Technology, World. Com, Inc. , March 2002
Modern Life is Connected and Complicated Source: Hewlett Packard
Personal Assistants Source: Hewlett Packard
Key Roles of a Personal Assistant Key Requirements for a Personal Assistant Source: Hewlett Packard
Software Agents Facilitated By Semantic Content Source: Scientific American, The Semantic Web, May 2001
The Congress shall have the Power to … promote the Progress of Science and useful Arts, by securing for limited Times to Authors and Inventors the exclusive Right to their respective Writings and Discoveries. The "Copyright Provision" of the United States Constitution, Article I, Section 8, ratified 1788
Significant Dates in U. S. Copyright Law Source: The Yankee Group
Potential Copyright Infringement Threats Unauthorized distribution or sale of copyrighted content: Content caching - loss of advertising view revenue Illegal host aggregators or trading communities Documents, music, video, graphics/photos, software Plagiarism in whole or part Sampling content beyond Fair Use guidelines Minor alterations and claiming as ones own Deep linking and framing of web pages Dilution of original content value Unauthorized distribution or sale of consumer goods: Grey market - sold in violation of distribution terms Counterfeit - look and feel of original merchandise Source: International Research Center, © 2002 (http: //www. researchedge. com/)
Major Content Licensing Organizations Source: The Yankee Group
Digital Rights Management (DRM) DRM is the trusted exchange of digital information over the intranet, extranet or Internet. DRM controls users’ rights once they have a file. Users are granted only the privileges the media sender allows. A key characteristic of DRM is the persistent protection of this information. Protection does not stop once the user acquires the information, but follows the information throughout its use. DRM can control the type of access granted to the user of the information, protecting the information from being copied, printed or redistributed without permission. Definition from Gartner. Group, 2000
Secure Content Delivery Methods Proprietary & Confidential Information Expectation of limited distribution/use Guaranteed E-Delivery Secure content hosting & e-mail exchanges Password Control Access granted to authorized users Records Management Track content location Security and retention rules Encryption Files only accessible with decryption key Digital Rights Management Trusted exchange with limited use enforcement Limited copying and printing privileges Steganography & Digital Watermarks Tag for content source or unique owners Source: International Research Center, © 2002 (http: //www. researchedge. com/)
No person shall manufacture, import, offer to the public, provide, or otherwise traffic in any technology, product, service, device, component, or part thereof, that is primarily designed or produced for the purpose of circumventing a technological measure that controls access to a (copyrighted) work. Digital Millennium Copyright Act, Section 1201, October 1998
Source: Gartner. Group
The growing and dangerous intrusion of this new technology threatens an entire industry's economic vitality and future security. The new technology, is to the American film producer and the American public as the Boston Strangler is to the woman alone. Jack Valenti, president of the Motion Picture Association of America, 1982, testifying before the House Judiciary Committee on the advent of videocassette recorders
Traditional Movie Performance Revenue Cycle Source: Gartner. Group
August 7, 2000
Possible Music Performance Revenue Cycle Source: Gartner. Group
DRM & Content Protection Market Evolution Source: Gartner. Group
The Content Life Cycle Source: Gartner. Group
The Content Life Cycle Source: The Yankee Group
Content’s Convergence Scope Source: Gartner Dataquest, November 2001
Content Convergence Value Chain Source: Gartner, November 2001
Content Delivery Evolves with e-Business Commerce Content Commerce Business Value Content Business • Dynamic caching -- customized pages -- data-level caching • Streaming -- audio, video • Caching -- static images, html • Distributed delivery -- applications • Web services infrastructure -- personalized • Syndicated services • Web and Syndicated Services • e-Commerce applications • E-Business components and platforms • e-Business components and platforms • Stand-alone Web Sites • Stand-alone Web sites 1995 1997 Source: Aberdeen Group 1999 2001 2003 2005
Functions in the Content Delivery Value Chain Content Delivery • Network-Side Cache • Server-Side Cache • Hosting and Serving • Acceleration/ Optimization • Switching/ Routing Content Management • En/De/Transcoding • Digital Asset Management • Publishing Solutions • Syndication • Storage Content Monetization • Audience Management • Event Management • Digital Rights Management • Billing and OSS Network/Bandwidth Provisioning and Management Source: Aberdeen Group
Information Engineering (Info. E) Layers Model Source: Arizona State University (ASU, Note: 7 Layers)
Intranet Content Management Seven Layer Model Source: Inmagic/Mc. Queen Consulting (Note: 7 Layers)
Content Delivery Value Chain Source: Alcatel
Content Delivery Solution Chain Source: Alcatel (Note: 7 Layers)
Streaming Media Digital Distribution Cycle http: //www. gotoanalysts. com/piperpublic/goto/assets/pdfs/features/streamingmedia. pdf
From Reality to Reality Reproduction Source: Divx Networks
Streaming Media Value Chain Source: The Yankee Group, 2001
Reciprocal Digital Clearing Service
Source: IDC & NQL
Market Drivers for the Application Service Provider Model Source: Cherry Tree & Co. , September 2000
IDC x. SP - Value Added at Each Step Source: IDC (Note: 7 Layers)
The Current State of the Content Industry Print Publishers, Electronic Publishers & Content Creators Indexers, Abstractors, Secondary Publishers Document Delivery Syndicators & Infomediaries Established Aggregators Vertical Portals, Web-based Archives & Search Engines Information Centers Market Intelligence Training & Learning Web Site Mgrs. Academic & Public Libraries Employee Portals Intranets Extranets Corporate Portals Users Source: Outsell Inc. Open Web Sites Learning Portals
Syndicators Concentrate on Service More Than Product or Audience Source: Forrester Research
Managing Content as Knowledge Source: Gartner. Group
New Media Aspects of Business Source: Gartner. Group
Assessment of Emerging Business Technologies & Trends (Note: Mark Goldstein/IRC predicts Enterprise Instant Messaging will have most impact by 2010) Source: Gartner Research, July 2001 (Note: * Estimations for OECD Nations)
Emerging Technologies Hype Cycle Source: Gartner Group, June 2002
Pervasive Content Value Chain Source: The Yankee Group
Content Technologies Hype Cycle Source: Gartner. Group
Simplified Content Value Chain Model Create Creation Tools Author/Create Edit/Enhance Components Objects Modules Metadata Assemble Transform Package License/Sell Aggregate/ Manage License/Acquire Syndicate/Sell Catalog/Tag Metadata/Objects Retrieve/Rights Organize/Store Dynamic Prep Localize Personalize Transform Package/Deliver Transactions Distribute Schedule, Sequence Secure, Encapsulate Tunnel/VPN Access Control Authentication Rights Management Web Hosting CDN/Storage Managed Services Transport, Peering OSS, Settlement Consume Last Mile Delivery Secure, Filter Personalize, Prepare Insertions/Adds Home Network Local Caching Payments ($) Presentation Layer Navigate, Interact Download, Share Feedback, Track Metrics, Adjust Source: International Research Center, © 2002 (http: //www. researchedge. com/)
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter, and getting smarter faster than most companies. The Cluetrain Manifesto (http: //www. cluetrain. com/) Photons have neither morals or visas. David J. Farber, 1996, Former FCC Chief Technologist (http: //www. cis. upenn. edu/~farber/) Electric circuitry has overthrown the regime of "time" and "space" and pours upon us instantly and continuously the concerns of all other men. We now live in a global village. Marshall Mc. Luhan, 1967 (http: //www. beaulieuhome. com/Mc. Luhan/)
The Sedona Conference Dublin The Creative Process: Demystifying Digital Media (http: //www. digitalmediaintelligence. com/sedona. html) The Secret Life of Content and The Digital Media Value Chain Ireland Data Points & Stats © 2002 - International Research Center
CNRI Map of Dublin 802. 11 x Wi. Fi Public Hotspots
Harvard Global Info Tech Report - United States
Harvard Global Info Tech Report - United States
Harvard Global Info Tech Report - Ireland
Harvard Global Info Tech Report - Ireland
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