1. The Future of Media The New Paradigm By One of Three LLC 9/2/2011 1 One of Three LLC / The New Paradigm

2. Transformation of the Media is going to get huge, beyond any imagination, as well as it will have profound influence on society at large, maybe even create a new one. Media, technology and the systems already in play, network infrastructure, convergence and some new economies, changed and shaped how we consume the information, how we use and organize our time, how we communicate etc. Leadbeater (2000), in his Knowledge economy recognizes the phenomenon “Graying of the Calendar”, claiming there is no Sunday any more, which changes our social perception of time, as well as collapses certain institutions of the society. Actually, the convergence we are witnessing is not merely convergence of the media channels, content and the technologies; it is also convergence of social technologies and the creation of the new social system(s). The Attention economy derived from the converged media environment renders the Attention as the most valuable commodity and the resource; in such economic setting old revenue streams are closing and the new are opening, which could also have an impact on an economic infrastructure as such. Cloud technology has already shaped our present as well as our future to some point. Changes at the media industry are also noticeable and challenging: convergence in distribution and even in value-chain (e.g. Telco goes into film and TV); ruptures in a traditional media cash-flow; users no longer storing content locally etc. But the development could be contraintuitive, it could go into metaworlds, or it could go into brain-to-brain communication, and neural networks, with the media without a motive to communicate the message either in broadcasting and narrowcasting. In such a complex environment, any company needs to have a flexible infrastructure, optimized system, and to assume it could take any role in the industry, or even to create new industries and infrastructures. Vision 9/2/2011 2 One of Three LLC / The New Paradigm

3. Newmediaenvironment 9/2/2011 3 One of Three LLC / The New Paradigm

4. future media/tech/social environment 9/2/2011 One of Three LLC / The New Paradigm 4

5. Trends 9/2/2011 One of Three LLC / The New Paradigm 5 Convergence Mass vs individual media Narrowcasting Consumer became spoiled and in a way a dictator: wants the content immediately, with the best possible quality, interactive, with all the info, extra features etc. Push vs pull tehnology Consumer is pulling the content rather that is pushed at the consumer. Packet/file-like consumption instead of stream Consumer is attentive to several different forms of content at the same time, or is switching between them.

6. Trends Cloud Technology Community/Social media Fragmenting of the audience according to trend, preference and context. The Audience of One Further fragmenting of audience to personalized media. Consumer becomes a producer (at least pseudo) Consumer creates the content ot just shares the content. Medium without a motive to communicate message 9/2/2011 6 One of Three LLC / The New Paradigm

7. Statistics (Social Media)source: Social2B; http://www.social2b.com/index.php/2011/04/21/25-social-media-statistics,2011 9/2/2011 One of Three LLC / The New Paradigm 7 Facebook: · Facebook has more than 750 million “active” users worldwide. · People spend over 700 billion minutes per month on Facebook. · The average Facebook user is connected to 80 community pages, groups and events. · More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month on Facebook. Your content should be among these! · Every month, more than 250 million people engage with Facebook on external websites. I “Like” this! · There are more than 200 million active users currently accessing Facebook through their mobile devices. Can your website be viewed on a mobile device? Have you tried viewing it on your own smart phone? · Being mobile-compatible is important because people that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users! · And here’s an interesting fact… About 70% of Facebook users are outside the United States. Is your business global? Twitter: · eMarketer estimates 20.6 million US adults will access a Twitter account at least monthly this year. · There are 200 million Twitter users around the world. · Twitter now comes in English, French, German, Italian, Japanese, and Spanish. · 95M tweets are written per day (Sept. 2010)

8. Statistics (Social Media) source: Social2B; http://www.social2b.com/index.php/2011/04/21/25-social-media-statistics,2011 9/2/2011 One of Three LLC / The New Paradigm 8 Linked In: · LinkedIn has crossed the 100 million user milestone. · LinkedIn said that it is adding 1 million new members every week, which equates to one new member every second. This is astounding to me! · LinkedIn now has presence in 200 countries and territories around the world, with 56 million of the 100 million users being from outside the US. Another reason to make sure your business is part of the global market! · On LinkedIn, there are 997,000 teachers, 1,030 chocolatiers, 74 Elvis tribute artists and 1 Martini Whisperer. Wikipedia: · Over 18 million articles have been written collaboratively by volunteers. · Wikipedia ranks seventh among all websites on Alexa and having 365 million readers. · For the first time in January 2011, Wikipedia cracked the top ten list of the most popular websites in the United States, according to comScore Networks Inc. With 42.9 million unique visitors and rank #9, Wikipedia surpassed New York Times (#10) and Apple Inc. (#11). You Tube: · 35 hours of video are uploaded every minute. · 70% of YouTube traffic comes from outside the US. · YouTube is localized in 25 countries across 43 languages. · YouTube’s demographic is broad: 18-54 years old. · YouTube reached over 700 billion playbacks in 2010. · Over 4 million people are connected and auto-sharing to at least one social network.

9. Broadcasting market US 9/2/2011 One of Three LLC / The New Paradigm 9 The industry continues to experience strong competition from the digital cable and satellite TV industries. The cable TV industry, in particular, represents a significant threat to future industry growth, though broadcasters are increasingly negotiating with cable networks to get a portion of profit from viewers. New media is also posing competition, with greater numbers of viewers opting for the internet. Successful firms will make adjustments to changing consumer preferences and deliver a more interactive and customized service. Source: Television Broadcasting in the US; Jul 25 2011

10. Challenges 9/2/2011 One of Three LLC / The New Paradigm 10 Traditional media distributors (broadcasters)are losing audiences because of: The internet and social media The new players on the scene utilizing on networking infrastructure; like Apple TV which doesn’t deal with the content, but posses a technology (cloud) and the environment. Convergence – Telco companies moving into film and TV (even KFC moved into media!) IMAX movie theaters But mostly because of they didn't adapt to new distribution infrastructures and converged environment; the traditional infrastructure for distribution is no more; there is unlimited amount of content as well as numerous platforms and distribution solutions and technologies. There is no more TV, as there soon will be no Internet as such, since the infrastructure and value-chain converged. New IPTV solutions and technology offer far more optimized infrastructure for delivering content than cable and satellite distribution All the media are becoming Social Media, not only by the influence the trend has, but by the new distribution pattern, and the new infrastructure that it deployed. Yet we have to perceive Social Media as merely a beginning, a simplified infrastructure developing towards quantum universe, in an eccentric trajectory. What is fundamental is to stay competitive by creating new environments, creating relationship with digital communities/tribes and by optimizing distribution technology.

11. The solution 9/2/2011 One of Three LLC / The New Paradigm 11 Cloud-based technology which can grab content from anywhere, and deliver it to virtually any platform, in the best possible quality. Self-regulatory Content, without Gate-keeper. Interactive and Dynamic content with the mission to create an ultimate interaction platform which becomes a service for any information, communication and interaction. .

12. Cloud Technology Cloud computing is a style of computing in which dynamically scalable and often virtualised resources are provided as a service over the Internet. In simple words cloud computing can be defined as getting the work done by sharing and using resources and applications of a network environment without being concerned who is the owner and manager of these resources and applications. The concept incorporates infrastructure as a service (IaaS), platform as a service (PaaS) and software as a service (SaaS) as well as Web 2.0 and other recent (ca. 2007-2009) technology trends One of the cloud computing news now days is that the revenue for the server hardware is about to increase. International Data Corporation has predicted that the revenue expect to grow from $582 million, which was in 2009 to about $718 million in 2014 9/2/2011 12 One of Three LLC / The New Paradigm

13. Mayor Cloud technology trends Cloud is getting huge Killer app of the Cloud is an integrated ecosystem The user has no longer a motive to own or store any content, if they could just grab it from the Cloud 9/2/2011 13 One of Three LLC / The New Paradigm

14. The action To create a relationship with the consumer and to create communities. To optimize architecture and infrastructure of distribution. To make content available on every imaginable platform (which transforms any media industry player into a multiplatform interactive console provider.) To enable platform for a interaction; communication, voting, interactive advertising, TV e-commerce, personalized TV/media channels Self-regulatory communities 9/2/2011 14 One of Three LLC / The New Paradigm

15. Technology for content distribution (on the market, based on Cloud) HDTV Streaming Solution End-to-end HD H.264 streaming solution. Stream over the Internet without QoS and at low bitrate. Complete H.264 HD streaming over the Internet solution allowing service providers to offer HD videos over the Internet without QoS using streaming protocol IPTV Solution IPTV middleware servers, IPTV streaming servers, IPTV SD video encoders, IPTV HD video encoders, HD IPTV H.264 set top boxes and IPTV HD PC viewers. “In some localities and some countries, IPTV represents the missing link in the quest for distributing low-cost, triple, and quadruple plays to customers. IPTV can leverage some video equipment that already exists for traditional head-ends, but also requires specialized compression equipment and additional equipment at the network edge. Major efforts are underway to develop the equipment sets and infrastructure to support mass deployment of IPTV. Real-time, high-quality video delivery over IP requires unique capabilities such as minimizing packet loss, robust retry and fill, ameliorating effects of network delay and jitter, maintaining rock-solid audio/video (A/V) synchronization, and reducing video artifacts and macroblocking. IPTV is also broadening the horizon by making features like accelerated channel change, highly targeted ad insertion, and interactive multi-stream applications feasible.” Source (www.altera.com/end-markets/broadcast/industry/bro-industry.html#creation, 2011) 9/2/2011 15 One of Three LLC / The New Paradigm

16. Gate-keeping vs. Self-regulation 10 years ago Korea launched Oh my News, made entirely by the users, but it had an editorial panel and the users were paid 20 USD per piece. The other example is the CNN with its iReport, as there are other examples; however it is a still the same media distribution, with nothing new in the infrastructure, and without paradigm shift or a new one created. Self-regulation is the new paradigm, The main point why the content should be self-regulated and not processed through gate keeping is so called “media framing”, which actually means every gate-keeper has an agenda (puts information in a frame of its own agenda). Self-regulation bears within a new paradigm;without gate-keeper it is possible to see what users are really interested in, and it could be completely contraintuitive, because it will be clear from the start that angles and perceptions of reality are completely different (as well as values)from those gate-keepers have and are pushing inside their frames. Self-regulation creates an opportunity (and a platform)for generatingnot only completely new media per se, but to alsonew universes that could have an impact on any imaginable social institution. Furthermore, by hypermultiplying possible agendas (of users and others), the agendas cease to exist, per se. 9/6/2011 16 One of Three LLC / The New Paradigm

17. Revenue – ROI New revenue streams Since the roles in the media and technology industry have shifted and converged, and the player in the media industry is merely one of the distributors of content in a digitally converged environment the, ruled by a dictator user, traditional cash-flow has been ruptured, closing some revenue streams and opening others. However, we could also argue that there is no stream any more. Recognizing communities, and becoming a cult has became new business model. Service based infrastructure – converting the technology into service for any need of a user. New business models Pay per view Pay per piece Set top box advertising/sales and product placement with flexible infrastructure Brokerage 9/2/2011 17 One of Three LLC / The New Paradigm

18. Future business models 9/2/2011 One of Three LLC / The New Paradigm 18 Since the infrastructure is network and technology is Cloud The attention would be the most wanted resource, and valuable commodity. Furthermore, if the Cloud presupposes ”no ownership” and integrated ecosystem, how the revenue stream would be created?One solution is the possibility to constantly change roles withinthe industry, or even create new industries. Advertising/marketing becomes ad hoc created art by users, left in the cyberspace to be found or not. The attention could be a difficult commodity to monetize, as there is also a possibility for the attention as a resource to create new economy infrastructure; as well as we will see the deconstuction of revenue stream as as system, and creation of a more complex infrastructure or a system.

19. Theoretical backgroud The System theory The Theory of Entropy The Attention Economy The attention economy recognizes what is a commodity and what is scarce in a digitally converged media environment, and that is the attention. The Network theory The new infrastructure is not hierarchical, it is a flexible network environment composed of week links, which are capable of constant shifting between the elements. 9/2/2011 19 One of Three LLC / The New Paradigm

20. References 9/2/2011 One of Three LLC / The New Paradigm 20 Systems theory (von Foerster, 1960) Chaos theory (Gleick, 1991) Network Theory (Buchanan, 2003; Newman, Barabasi, Watts, 2006) Media extension of human body (McLuhan, 1964) Network vs. Hierarchical infrastructure (Galloway, 2002; PricewaterhouseCoopers, 2002) Hyperreality (Baudrillard, 1981) The Mirror of Production (Baudrillard, 1975) The Attention Economy (Davenport & Beck, 2001; Goldhaber, 1997; Barbrook, 1997; Berman & McClellan, 2001; Ghosh, 1997) Mass vs. Individual media (Kompare, 2002) Convergence (Forman & Saint John, 2000) Autopoiesis (Maturana & Varela, 1987) Knowledge Economy (Leadbeater, 2000) Gift Economy (Barbrook, 1997) Self-management (Petras & Veltmeyer, 2002) Etc.

21. Contact 9/2/2011 One of Three LLC / The New Paradigm 21 Ana Soric / MA in Communications / CEO @ One of Three LLC / / +385 92 1475491 / soric@jednaodtri.hr/ / ceo@oneofthree.biz / www.oneofthree.biz