In one of the most talked about demonstration programs in the industry — Content Encounter — the Communications and Media industries collaborate on new ways to create, deliver and monetize digital media services.

Content Encounter is an innovative environment focused on developing win-win business models and solutions to problems that span the value chain including:

• Content Lifecycle Management
• Personalized Advertising Business Models
• Service Creation and Delivery
• Service Profitability

Companies participating in Content Encounter 4 at Management World 2009 are: Alcatel-Lucent, cVidya, eBiz.mobility, Hollywood Mobile, IBM, Microsoft, Subex, Telcordia Technologies, Tribold and Verizon.

Located in Forumville in Hall 1, Content Encounter consists of three end-to-end demonstration scenarios:

• Business Optimization
• High Value Marketing and Advertising
• Rise of Digital Media and App Stores

Business Optimization: Profitably Operationalize New Business Models in the New Digital Economy

In this Content Encounter Scenario, you will see how to utilize existing network, subscriber and advertising tracking information to generate additional advertising agency revenues using “best in class” campaign effectiveness metrics and detailed reporting.

Business optimization is demonstrated in 2 parts. The first examines the business models that open new Telco revenue streams through targeted advertising delivery. The delivery model focuses on industry and government privacy standards in relation to addressable advertising and enhanced search.

The second part of the Scenario explores data models that enable Telcos to prove real ROI to Ad Agencies and Brand Managers for both campaign and cost analysis in an assured environment. The models leverage industry standards for advertising identification and tracking; format and behavior; and tracking and analysis.

Benefits for Communications Service Providers:

• Enterprise-wide platform to quickly and efficiently launch new business models that bring in new advertising revenue
• Competitive advantage over print, broadcast, and web advertising models
• Cross-product and cross-customer data integration to manage a complex content value chain
•  End-to-end ROI visibility for partners through a Revenue Operations Center (ROC) that monitors revenues, costs and margins in near-real time

Benefits for Advertisers:

• Trust and verify information for campaign analysis, cost justification and advertising “placement”

High Value Marketing and Advertising: Make the Network Relevant and Give the Customer Control

In this Scenario you will see how to make the network an effective and relevant advertising channel whilst giving the customer control and privacy. You will also discover how to improve customer acceptance by delivering targeted adverts in a converged environment and how to increase the value of an end-user search through personalization.

The Scenario is in 3 parts. In the first part a user registers for a service and offers personal information they agree can be used by an advertising subsidized service. The second part demonstrates how behavioral information can be gathered and utilized as the user is offered an enhanced search experience. Finally the information is used to target advertising in a news service that is offered free through the presence of adverts. Money flows are monitored for Revenue Assurance and to explore the alternative business models supported by the Scenario.

Benefits for Advertisers:

• Demonstrates how profile information can be captured and shared in a trusted environment
• Reduces cost by sending fewer ads but improving call-to-action response rates
• Better ROI and higher conversion rate

Benefits for Service Providers:

• Explores privacy and opt-in issues; shows value of private, yet accessible, data
• Offers higher value for advert slots

Benefits for End Users:

• Offers a discounted or free service subsidized by ads
• Reduces spam, end user receives relevant and valuable information

Benefits for the Whole Value Chain

• Demonstrates the business model can be realized today

Rise of Digital Media and App Stores: Partnering Across the Value Chain to Achieve New Revenue Streams

In this Scenario, new revenue streams are created for Application and Content Providers and Network Operators when they work together to deliver innovative new services. The creativity of third parties is leveraged using digital media and composite applications.

The live demonstration includes:

• Onboarding third party applications and digital media into Apps Store
• Content ingestion utilizing media-aware policy-driven SOA-based processes to automate the stocking of third party content
• Lifecycle content and distribution management to multiple channels and devices
• Revenue assurance and partner settlement

TM Forum Best Practices and Standards used in the demonstration are: Content Commerce Interface, eTOM, SID, NGOSS contracts, TR131 and GB941.

Benefits for Service Providers:

• Speed service innovation with Apps Store offering
• Flexible monetization and rapid distribution of digital content
• Dynamic response and adaptation to change while reusing and sharing existing assets
• Blueprint to reduce risk and implementation
• Maximum profits through revenue assurance and partner settlement between all parties