Cross-media platforms as the basis for new business models in the media industry
Today‘s publishers, radio and television broadcasters, and multimedia service providers are turning into media suppliers who distribute their content via various platforms (TV, radio, PC, cell phones, print). If such content is to be available for efficient use by multiple users and across the various customer channels, processes which today often run separately from one another must be incorporated into a network. The technical basis for this unification is the set-up of a standard, networked “cross-media platform”. It serves as the foundation for business models which enable companies to occupy new sections of the value chain.
The expanding utilization of information technologies in production and distribution is changing the media and telecommunications market. Internet protocol television (IPTV), mobile television, or high-definition television (HDTV) are significantly accelerating the dynamics of the market. In comparison with the situation just a few years ago, the technological barriers to market entry for new players have become substantially lower. Strong brand names from outside the traditional media industry such as Google and Amazon are already pushing onto a market which will be the scene of cut-throat competition in the future. Telecommunications companies and cable network operators have been placing their wagers on integrated Triple Play services combining telephone and Internet services with television for some time now. Unique selling points in the service portfolio and greater emphasis on customer orientation are becoming increasingly important competitive advantages for media companies.
Customers pick and choose from a sumptuous media buffet
By 2011, some 30 million households in Germany will have broadband access to the Internet. These customers can enjoy a broad diversity of new media services such as the Web TV platform sevenload, YouTube™, the ZDFmediathek in Germany, or the peer-to-peer TV broadcaster Zattoo, all of whom are by and large involved in the distribution of films and video data.
The acceptance of the Internet continues to grow, and its users are becoming more and more skilled in the procurement of information and content. Customers take advantage of the growing number of various media services and the diversity of access opportunities via TV, radio, Internet, or cell phone and specifically select what they want and need from the available content in various formats from different providers. This newly acquired position of strength for customers is leading to a „fragmentation of demand.“ Users themselves are calling the shots more and more frequently, deciding for themselves what tidbits they will consume from the offered content – the seller‘s market is turning into one dominated by the buyers.Next page