The Role of Advertising in Digital Commerce
The Summit looks at how advertising is changing the fundamentals of the next generation of services. Increasingly personalised advertising will change the way revenue models are being designed with a move away from traditional subscription based models towards services that can be fully or partially supported by advertising. But can these new models survive the test of time? Indeed, far from creating an acceptable nuisance, effective personalisation will ensure that advertising is relevant and useful to the point that the end user sees the advertising as just a part of the content proposition. Not only will this module provide an insight into the online advertising world, led by Ogilvy One, a leader its field but examine the user behaviours that have to be understood for any advertising approach to be successful.
The New Content Value Chain
New content rich services will need to bring together a diverse set of players from content creators to content delivery networks as part of the new value chain. Within this the role of the telco is changing. Here we first examine the value chain and specifically the role that the traditional telco will take – taking two countering views to compare and contrast. Some will see the existing providers of communications services and infrastructure networks as uniquely positioned to exploit this new age and remain the dominant player in the chain. Equally, there is a view that the network provider, while recognised as delivering an essential transport service, will be relegated in the value chain to a purely supporting role. Whichever model you believe in, there will still be a need to understand how to build a content strategy and how to manage the complexities of the new content value chain.
Monetizing Content Based Services
It is always said that the key to any new service is a clear plan for how to monetize that service offering successfully. However, the way that this will be done for content-based services will be quite different to many traditional services. The key here is to first build an effective content strategy and to then derive the maximum value from the content. New business models may succeed or fail but techniques to model and analyze these models may prevent costly mistakes. Content-based services often become offered as part of a bundle extending existing voice and data service offerings to triple and quad play scenarios – how best to achieve optimal bundling will be covered from a variety of perspectives including the service provider, systems integrator and vendor communities.
Managing Content Based Services
Although a part of the Digital Commerce and Advertising Summit, this module covers concepts familiar to those well versed in rolling out existing communications services. However, by applying the implementation to content-based services, we examine how managing and delivering content-based services requires can require some fresh thinking and new techniques to handling familiar topics in a content rich world. This covers topics such as operationalizing partnerships with content providers, extending product catalogs to cover the triple and quad play offerings and the role that standards will play in streamlining the delivery of digital content
Focus on Cable
The cable operators have been a mainstay of the entertainment world for decades and bring a wealth of experience to play here – much like the way the traditional telco has dominated the voice and data services markets. The advent of convergence of services towards a service bundle delivered over a common network infrastructure allows both cable operators and telcos to compete for the converged customer. Here we look at what the means specifically for the cable operator, hearing real life examples from major cable service providers in a bid to use the demand for content and entertainment to play to the traditional strengths of the cable sector. Equally, the traditional telco will want to use the demand for TV and video services as a means of extending the value and usage of existing and new network infrastructure in a move to use higher value content-based services to help replace the legacy and now almost commoditized services.