This document contains a presentation by Jo Caudron on fixing the media. Some key points from the presentation include: - Jo Caudron is a founding partner of Dear Media and has been active in interactive media since 1993. His mission is to help clients find a balance between traditional and digital media. - New technologies like social media, mobile devices, and tablets are changing how people consume content and interact with media and each other. Younger generations especially have grown up with these technologies and expect on-demand access to content anywhere. - Traditional media industries like newspapers, magazines, music and television are struggling to adapt their business models to the digital world and risk being disrupted by new forms of content distribution and

1. Fixing The Media
jo@dearmedia.be
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2. • a digital consulting company, working for
European clients
• founded in 2009 by Jo Caudron
• our mission is to help find a new balance
between the certainties of your traditional
business and the opportunities of innovations
in (digital) media
• our scope is everything in the digital space, with
focus on social, mobile, tablets, location,
connected TV, new radio, ...
• We work for large European clients
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3. • Founding Partner of Dear Media (www.dearmedia.be)
• Active in interactive since 1993 as (co-)founder of Dear Media, ONE
Agency, theOriginals, tvAgency, xCA, The Reference, ...)
• Media thinker, innovator & strategist
• Interested in all things digital, social & mobile, new media & connected
TV
• Consultant, Entrepreneur, Speaker, Writer
• Vice-President IAB Belgium
• Contact
• jo@dearmedia.be
Jo • http://jocaudron.me (for the personal stuff)
Caudron • http://www.linkedin.com/in/jocaudron (for the business stuff)
• www.twitter.com/jcaudron (for my technology newsfeed)
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4. Available from October 2011
Already in pre-order on
www.MediaMorgen.com
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5. twitter.com/jcaudron
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6. To get this started...
• Who is using? • Who is using?
- Twitter - an iPhone
- Facebook, Netlog, ... - an Android
- LinkedIn, Plaxo - a Blackberry
- Email - a Nokia, Samsung, Sony
- LBS Ericsson, ...
- Augmented Reality - a tablet (iPad 1, iPad 2,
Android, ...)
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7. Don’t believe anything
you will hear in the
following presentation!
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8. A short history of everything
Analogue Digital
Connected (internet) Social
Everything is getting mobile
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9. The Perfect Storm
Authority Shifting
Shift of
Content Explosion
Place Shifting Control
Time Shifting
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10. What are
social media?
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11. Radio
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TV
Print
Billboards
From ...
DM
Social Media
Marketing & Communication
Sales
The sky is the limit...
Service & Support
HR
... to
IT
Social Business
PR & External Commun.
R&D & Enterprise 2.0
11

12. vrijdag 21 oktober 11 12

13. 7.000.000.000
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14. 2.000.000.000
7.000.000.000
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15. 1.300.000.000
2.000.000.000
7.000.000.000
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16. 5.000.000.000
1.300.000.000
2.000.000.000
7.000.000.000
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17. The Future is
‘Mobile’
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18. Mobile is the
Biggest!
nes.
obile p ho
n m ld o ver
5 billio re so
illio n we n e!
1 b r alo
las t yea
the
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19. vrijdag 21 oktober 11 19

20. 300
225
In Q4 2010 7,3% of all PC’s sold globally, where iPads ...
(source: IDC). 150
By 2014 almost 500.000.000 tablets will be sold.
75
Apple will continue to dominate the market for the next
coming years. 0
2010 2011 2012 2013 2014
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21. So, Traditional Media are Dead?
No, but...
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22. What about newspapers?
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23. What about newspapers?
• Print newspapers are no longer to
best “format” to bring the “latest”
news
• The daily frequency can not
compete to online newspapers
• They have cannibalized on their
own business: free newssites
• Classifieds are lost completely
• Advertisers believe in online and
new advertising formats and are
slowly towards online
• Yet traditional online advertising
does not work as hoped for, is
worth less, thus is not compensating
for offline loss
• Readers are less loyal
(subscriptions) and become
weekend-consumers
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25. Will new technology help?
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26. The future of
Magazines?
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27. And what about the music industry?
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28. It’s not going well...
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29. It’s not going well...
“Jo, read and feel the horror”
(someone at a very big record label)
Bob Lefsetz
talking on Lady GaGa and the 0,99 sales on
Amazon...
“You can't argue about the price. "Born This Way"
was available at Amazon for 99 cents. And then, just
in case you didn't catch it the first time around, they
repeated the promotion a couple of days later. Only
400,000 odd people took Amazon up on this offer.
Meaning for many, they just don't want to hear GaGa
AT ANY PRICE!”
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30. What might impact TV? Timeshifting!
How big is time shifted
viewing today?
• 2,5% (VRT)
• 20% (VTM telenovelas)-
30%
• 10% (RTL)
It IS growing.
How much loss of advertising
can commercial TV digest?
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31. What might impact TV? Direct OTT Distribution!
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33. What might impact TV? The People!
They don’t watch less TV.
But they are changing the very
nature of the DNA of (commercial)
TV.
They might even pay for TV, but
maybe not to you.
They might stay loyal to TV-brands,
(near) linear TV, ...
but if they run away from your
advertising, pay-TV, ... you still have
an issue.
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34. What might impact TV? The People!
Transcript
- Shat are you doing?
- I am watching...
- Why do you rather watch on
the iPad instead of on TV?
- Because I can choose on this and
because there is more
- And can’t you choose on TV?
- Yes, but it’s not on the iPad
- And you prefer it on the iPad?
Don’t believe me?
Watch this... - Yes...
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35. Gen X
• Challenge traditional media
• Looking for qualitative, intelligent,
traditional knowledge and media
• The architects and users of these
traditional media
• Digital immigrants
• Stuck in the old models, and yet: also the
drivers of the first digital and online
revolutions (Jobs, Andreessen, ...)
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36. Gen Y
• Interact with media
• Going for “fast and happiness”, but still going
forward
• Finding and exploring stuff
• Born with newspapers, linear TV, ...
• Masters of the traditional internet (click,
browse, ...)
• Discover the new media channels as they grow
up
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37. OD Generation...
• Born in 2005 (so, a bit later than
Generation Z)
• Are “in the media”: both consumers and
creators
- On Demand
- Over Dose
- Non-linear, going in any direction
- Anything, anyplace, anytime
• Born with OD, iPads, timeshifting
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38. OD Generation...
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39. OD Generation...
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40. OD Generation...
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41. OD Generation...
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42. School Work Media
Boom Present Kid? 1 Consume
X Good Kid? 5 Challenge
Y Smart Kid? 10 Interact
OD Happy Kid? ? “In it”
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43. Things to take away ...
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44. Want to be ready?
Change your view on
advertising
Start using
social networks Get a decent
Get on Twitter
smartphone
Get a tablet
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45. Things to take away
Everything is becoming digital, so is your business, whatever it is
Social is the next logical step in the path of digital evolution
The future of the internet and social will be mobile
The future of mobile will be everything
You need a plan NOW to start dealing with this
Actually, you don’t need a plan, you need to plan (continuously)
Embrace the future now, but don’t overdo it ;-)
Observe the youngest generations
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46. Beware of Macro-Myopia*
*the trend to overestimate the impact of change on the short term
and to underestimate the impact of change on the long term.
Don’t say I didn’t warn you ;-)
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47. Fixing The Media
jo@dearmedia.be
vrijdag 21 oktober 11 47