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| 11 January 2010
In yesterdays blog post i talked about the future mobility of music from PC's, to phones, to cars due to the improved technology and culture shift. So today i will take that a little bit further, with this article from Nielson Online .
"You can take it with you - future trends in media" - Dec 15, 2009 -Nielson Online
Here is an extract
"Nielsen data shows that time spent on each of the three screens—TV, PC and Mobile—is increasing. In particular, the consumption of video content is on the rise across all platforms. Since the mainstreaming of the Internet about 10 years ago, TV viewing is up by about 20%...."
It goes onto breakdown the three areas of change - and then suggests the future (next 3-5 years, based on the current trends and technological advance and climate) trends of media.
- TV Everywhere: A cable MSO initiative to make TV content available to paying customers online took notable steps in 2009. The approach enhances viewers’ value proposition by taking content currently available only on TV to any screen, anywhere.
- Net Neutrality: The big question before the FCC: Should Internet Service Providers offer all content, no matter the source or bandwidth requirements, to users with the same priority? Content companies want it. Access providers want to have some control over what flows through the network they have built to optimize performance. The legislative outcome will have a significant impact on content available online and mobile networks.
- Tiered Pricing for Internet: “All you can eat” access plans—now the norm for broadband—changed the “pay as you go” model. With increasingly rich content available online, heavy video online consumes use much more bandwidth than a light or occasional user. Should both pay the same amount since the cost to deliver Internet content is variable? The counter argument is that TV is a fixed price model and with cost of bandwidth dropping fast, the incremental expense associated with a heavy user should not warrant higher prices.
- Interactive TV: Various companies are rolling out interactive services to enrich the TV viewing experience and to enable viewers to interact with programming and advertising messages. While this is in the very early stages of rollout, if successful, TV can be expected to take an even larger share of people’s screen time.
- Over-the-Top TV: With wireless Internet access now common, device manufacturers are introducing DVD players, TVs and Video Game consoles with built-in wireless connectivity. These devices piggy back on an existing wireless network and pull content from the Internet straight to the TV set with no additional hardware, wires or advanced degree in electronics required. And there is content that is well suited for TV that can be delivered via the Internet—NetFlix is just one example. Some providers are making applications like Facebook available on the TV sets. Not all of the experiments will succeed as consumers will not want some applications on the TV. Expect TV in 3-5 years to be quite different from what it is today.
There will be additions in technology that may slightly sway the trends (e.g. Apple tablets) - however one thing is clear, the future in marketing will be less traditional and more digital. Digital marketers will have information and analytics on customers/users like never before - advertising will be more suggestive based, accurate and dynamic.
