Digital Entertainment Services jenseits von “Pay per Download” - Praxisbeispiele & Ideen Sven Visscher (Vice President Product Management, arvato mobile, Hamburg)

1. arvato mobile
n Founded 1999, more than 250 employees in 12 locations
n arvato mobile is owned by AMME, a digital media investment company
owned by Mondia and the Abu Dhabi Group, one of the Middle East's
largest investment holding companies
n Enables Digital Entertainment Services by offering “white label” solutions
Media Symposium 2009
Stuttgart, 09. Juli 2009
Digital Entertainment Services
jenseits von “Pay per Download”
Praxisbeispiele & Ideen
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Value Chain Market: Digital Content Business (PWC)
Global Mobile Entertainment
2008 2012 Growth
Music 5,83 10,25 75,75 % 2008
2012
Games 7,25 13,47 85,67 %
Video 6,7* 18,2* 171,6 %*
Total 19,79 41,92 111,86 %
Source: PWC Global Entertainment and Media Outlook 2008-2012; Music Games Video
*Portio Research / in Billion USD
Global Online Entertainment
2008 2012 Growth
Music 3,52 8,58 143,51 % 2008
2012
Games 8,06 14,36 78,13%
Video 3,89 10,84 178,43
Total 23,9 47,2 97,49
Source: PWC Global Entertainment and Media Outlook 2008-2012 / Music Games Video
in Billion USD
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2. Market: Digital Music Downloads (Bitkom) The Changing Market
Download to own Business model
DRM protected
flexible business models
…
Devices and Usability
bigger display | more memory |
| gps | camera | touch screen |
Content
New kinds of digital content are
the rising stars of tomorrow
Player
OEM‘s, labels and other players enter
the market for digital content aggressively
… Which business model will generate revenues in the next 5 years?
Paid content, ad funded services, events or …..
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What enables your business model? Apple: iTunes
Content n Strong –well known- brand, great usability, cross content, fully integrated
n Proprietary (mobile = only iPhone/iPod Touch!), no subscription service (until now)
Usage License
DRM (optional)
Parameter
Channel
Delivery
Business Model
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3. Nokia: OVI arvato mobile: GETMO
n Cross content
n Proprietary (only NOKIA), services are not integrated completely
n Offers all kinds of digital content; online and mobile
n Offers advertising based as well as payment based business models
n For music it is a mixture of „DTO“ & „Tethered Subscription“
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Digital Entertainment…”a means to an end” Acquisition of new customers…in a long term view?
Hardware Loyalty Program Access Provider n Does physical bonus ensure customers loyalty in the long term?
Media Brands Manufacturer Provider (ISPs, MNOs…)
n Can you stay in contact with the customer by offering “prize reduced coffee
machines”?
extend reach,
get new customers keep customers corporate image
get traffic
brand sell products … earn money :-)
all you can eat / virtual currencies content preloaded /
subscriptions bundled
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4. Telefonica Music Flatrate TDC Danmark
n Since May 2008 Telefonica offers the music flat rate in combination with a DSL contract n In 2008, TDC launched PLAY, a service that provides DSL, cable and mobile customers with
n Customers can download an unlimited amount of music tracks, based on gnab 2.0 unlimited music download – as part of their monthly subscription
n Service is temporary and ends after 12 month n TDC reduces churn by 50 percent by giving away music for free!
n Music Flat Extension is possible in addition to the renewed DSL contract or by paying a n 70 million downloads in one year
monthly fee
n Success: increased base of DSL customers, minimized churn rate (after 12 month)
700
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Loyalty Programs Voucher
n Will the required minimum amount of points are convince the customer to n Credit Voucher (e.g. 10 €) free choice, limited value
enter the program, especially if the availability of prizes are limited?
(beside the fact, unused points are part of the business model) n Article Voucher for specific article, artists etc.
n Catalog Voucher for the full or limited catalogue
n Subscription Voucher time based usage of the service or
content
Measurement of campaigns is possible using individual vouchers
Endless
Source: HipHop
4free „hy13kaldp192“
100 Tracks
„hy13kaldp192“
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5. CokeFridge getmo.ae
Source:
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getmo.ae Samsung mobile & GETMO.ae
n Scratch-cards are ad-funded or can be purchased as well n Scratch-card bundled with specific SAMSUNG phones in the targeted region
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6. Content Preloaded or Bundled
Preloaded Bundled
Example:
Example: how to offer such complex services easily?
„COLDPLAY inside
Get the latest album of Coldplay
preinstalled on XYZ“
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Shop API Scenarios to delivery content services…
§Complete shop
§API to backend
solution (content &
§XML export of services incl.
backend & frontend)
structure & meta data content delivery
(opt. binaries) §Partner integrates
Shop API
Access to single moduls (flexible version) / Access to defined modul bundles §Partner integrates into his frontend
(comfort version) into his backend
§Partner integrates
Backend moduls into his frontend
Intermedia Shop
User Delivery Payment Metadata Information Advertisment
Frontend
User License Mobile PC Shop API
Service
Data Wallet
Factoring Voucher Offline Online Handset MSISDN Ad ad flex
Network Content Gateway Backend Backend
Sub- Dual Operations
scription Delivery Service Service
Operations
Content Content Content
Operations
Service Service Service
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7. Thank you!
Sven Visscher
VP Product & Solution Management
arvato mobile GmbH
Kehrwieder 8
20457 Hamburg
Germany
sven.visscher@arvato-mobile.de
fon +49 40 38617 616
cell +49 172 294 40 01
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