In the 2001 paper "Vying for Attention," IBM media and entertainment strategists contended that because human attention is bombarded relentlessly with media and messaging, it has become an increasingly scarce and valuable resource. The battle to capture consumer attention has now become entrenched. For media and entertainment companies, the leading edge of success over the next several years will be cost-effectiveness in gaining and retaining attention. We foresee a continuing onslaught of new kinds of content, media forms and devices. Successful media companies will vie for attention by allowing business partners, customers and consumers more freedom to manage their own media and entertainment experiences. They must also be able to negotiate rapid shifts in markets, economic climates and technology innovations. Key enablers of the media business we envision in 2010 are:
- Open standard information technology that enables virtually seamless interoperability with legacy and partner infrastructure
- Digital content management and distribution systems that open protected pathways deep in the media organization to index, catalog, meta-tag, search, retrieve and track digital content usage based on access rights -- around the clock, with little need for human intervention
- Advanced data analytics that create vital business intelligence, helping media firms develop value for business partners, customers and consumers
- Strategic deployment of an "attention loop" that will evolve in step with significant developments in consumer behaviors and media business models
Between now and 2010, digital technologies will become more powerful and affordable at every user level, in digital networks and in product offerings. An increasing segment of consumers will be able to compile, program, edit, create and share content; as a result, they will gain more control and become more immersed in media experiences. We foresee growing participation in media experiences well beyond traditional media, in three additional sectors we have labeled multimedia, big media and pervasive media. Successful companies, in transforming their business models to serve these four distinct channels and behaviors, will continue to reposition and restructure. They will focus on the core components that create value for their customers and consumers, divest unneeded properties, improve the monetization of assets -- and importantly, join with other players to achieve scale, lower costs and offer value-added products and services. To read the entire report, download the pdf file at the top of this page. Learn more about IBM Global Services' business and IT services for the media and entertainment industry or explore complete industry solutions offered by IBM. |
