1. FROM MOBILE TO TV
DAWN OF NEW MEDIA ERA
2012.Dec.13rd
Peter Xie 謝哲豪
Co-Founder & Product Marketing Director
PAFERS Tech
peter.xie@pafers.com

2. I AM NOT HERE TO TEACH
I AM HERE TO TELL YOU
WHAT’S HAPPENING
IN THE WORLD

4. MARRYING FITNESS WITH
MODERN TECHNOLOGY

5. It all starts
from here.

7. Source: 2012 KPCB Internet Trends Report

8. Source: 2012 KPCB Internet Trends Report

9. Source: 2012 KPCB Internet Trends Report

10. Source: 2012 KPCB Internet Trends Report

11. CONNECTED
TO THE INTERNET
TO SOMETHING BIGGER
ALL THE TIME

12. Source: 2012 KPCB Internet Trends Report

13. Source: 2012 KPCB Internet Trends Report

14. Source: 2012 KPCB Internet Trends Report

15. TWO MEGATRENDS HAPPENING
IN MEDIA WORLD
REDEFINITION DEMOCRATIZATION
OF OF CONTENT
EXPERIENCES CREATION AND
DISTRIBUTION

16. TWO KEY SUCCESS FACTORS
UNIFICATION & ACCESSIBILITY &
PENETRATION OF MONETISATION
EXPERIENCES OF CONTENT
•WHATEVER WORKS BEST FOR CONSUMERS
STANDS OUT
•WHOEVER DOES THE BEST JOB ON THESE FACTORS
WINS

17. SUCCESS OF MODERN MOBILE
DEVICES HAS OPENED A WINDOW
FOR BIG SCREEN
THE REVOLUTION IS HERE

18. TRENDS OF TV IN NEXT 5 YEARS

19. 1. CONNECTED TV ADOPTION WILL BE
FASTER THAN EVER (THANKS TO MOBILE
PHONES)
•It took radio 38 years to reach 50M listeners
•TV took 13 years to reach 50M viewers
•Internet took 4 years, iPod took 3 years
•Facebook had 100M users in less than 9 months
•iPhone app downloads hit 1 billion in 9 months
•Most likely in 2014, there will be 100M tablets and
smartphones appear in front of 100M smart TVs...

20. SAMSUNG SMART TV
•built-in Wi-Fi
•apps based
•motion sensor
control
•AllShare Play

21. 2. SECOND SCREEN ENGAGEMENT WILL DRIVE
CURATED, INTERACTIVE EXPERIENCES AND NEW
MONETISATION MODELS
•Second screen is your mobile device, it will fundamentally
change the game of 200 billion global ad spend and
another 200 billion pay tv revenue
•Payments/micropayments becomes so easy
•It allows for deep social integration
•70% of tablet owners and 68% of smartphone owners
said they use devices while watching tv, according to one
Nielsen study

22. NEW MARKETING WAYS FOR SECOND SCREEN
ARE BEING USED
•leveraging second screen
during live events
•gamifying tv ads
•syncing e-commerce
with tv content
•s p o n s o r i n g s e c o n d -
screen extras
•e n a b l i n g r e a l - t i m e
interactivity

23. 3. TV AD BUSINESS WILL BE RE-DEFINED.
•Data mining from second screen and connected tvs will
change the game of TV metrics. Web-style analytics will give
data from VOD servers, TV browser pages, TV and second
screen devices.
•Connected TV and second screen Ad injection system will
be invented and manipulated.
•New second screen systems will also enable the audience
to buy merchandise specifically related to what they are
watching on TV or in relation to a brand or sponsor of the
show.

24. 4 . F I G H T I N G W I L L B E C O N S TA N T F O R
EVERYTHING.
•Global TV market is too big. There will be many old and
new players in the game to change the rules constantly.
•The old “brands-agencies-broadcasters-consumers” will be
changed.
•The 30 second spot is dead (other than for Live). Second
screen behavior on the rise will acerbate tradition 30-second
spot structure as more people move to multiplatform and
engage second screen during commercials.
•Brands are more likely to go direct-to-consumer
relationship.

25. NEW CONTENT GATEKEEPERS IN THE
LIVING ROOM

26. BIG GUYS WILL FIGHT TO BECOME THE STANDARD
AND THE PLATFORMS FOR CONSUMERS

27. The future isn’t either traditional or digital: it’s a feedback
loop between the two.
Televisions fans want to get involved and be counted. It’s
how creative we are in engaging those fans - and keeping
them connected even as they may move away from the
traditional network - that will determine how potent and
profitable we will be in the future.
Kevin Reilly, President of Entertainment, Fox Broadcasting

28. Q&A