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«Crisis, Tecnología y 12 de Diciembre de 2012
Ecosistemas Empresariales»
Valladolid, 12 de Diciembre de 2012

2. The new Reality. Sistemas Operativos & Territorio & Inteligencia.
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3. The Evolution of Media.
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4. From Attention Economy to Attraction Economy
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5. The Individual in an Always Connected World
In the traditional computing
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environment it was necessary to
come to the computer to do some
work on it. All computers were
connected to each other, to
networks, servers, etc. via wires.

6. The Multisided Media&Telco Organisation ...
MEDIA --SERVICES
MEDIA SERVICES
Linear Non Linear Multimedia
(Audio-visual) (Audio-visual) (Data, Text, Pictures, Game)
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Shared 11 22 33
MEDIA - CONTEXT
MEDIA - CONTEXT
(Lean Backward) Media companies:
Media companies:
aaintegrated media service via one brand
integrated media service via one brand
Personal 44 55 66
(Lean Forward)
media experienceMediacompanies expected every public to be
Media companies expectedby tge
media experienceadapted/presented for every public to be
adapted/presented for by tge
active on all platforms:
active on all platforms:
context
context
Different services
Different services
Different networks
Different networks
Mobile 77 88
Different devices
Different devices 99
(On The Move)

7. INTERNET
360 million Internet-connected TVs in 2014
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MEDIA IS “now”
CONSUMED IN 4
COMPUTER
SCREENS TABLETS
8 out of 10 Internet users X3 viewings
watch online video IPad users are 3 times more
videos
MOBILE
+43%
The consumption of
mobile video in 2010

8. Many Platforms are single-sided, with Media Producers & Media
Distributors and Broadcasters at one end and buyers at the other
88 creates value (access
to Contents and creates value
(Contents)
Services) Media
Media
Content
Content
End Users
End Users Distributor/
Distributor/
Producers
Producers
Broadcaster
Broadcaster
Marketing
Cash
Most Media Industries have operated as single-sided platforms serving contents and services Intelligence
users for over several years, but the emergence of the Value Networks will provide the means Value
for a Multi-Sided Applications Platform to develop
Applications

9. A Media information aggregator builds a relationship with end users and
connects them to various retailers and Contents / Services Providers
creates value (links
Non-Incumbent buyers) Application
Non-Incumbent Application
Vendors
Vendors Providers
Providers
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creates value
(applications)
creates value (information
on contents and services)
creates value (physical
devices)
End Users
End Users Broadcasters
Broadcasters Device Providers
Device Providers
creates value
(links to buyers)
Creates value (expertise in
Media Contents) Marketing
Contents
Contents Cash
Providers
Providers
Intelligence
Value
Applications

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10 © 2010 Hewlett Packard Co.

11. A third phase begins for the video industry
Analog TV Digital TV Internet TV
Any time & Anywhere
All Live Theme channels introduce
Personal TV
Usage Collective educated viewers to off-live
Shared in my network
On the TV set On multiple TV sets
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11 On any terminal
Terminal = TV Digital managed networks Network gatekeepers
Network as technical provider Multichannels providers as bypassed by Internet
Access The TV channel is the gatekeepers between services and challenged
gatekeeper TV channels and viewers by device managers
Catch-up & VOD
Services Broadcast television Multichannel television Enriched TV
Video social networking
TV Channels Public funding TV channel subscription Program advertising
Funding TV channels advertising TV package subscription Program purchase
Rightholders
Rightsholders Rightholders Device manufacturers
Key players Broadcast TV channels Packagers/Network operators Search engine
Social networks

12. Advertising Media Investments Increases…
Especially in Online Video
Global advertising
spending in online
Global video
advertising
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12 spending
Online Advertising Media
Multidevice, Multibrowser ..., MultiPlatform
 Consumption of content on different devices.
 Video format for different browsers.
 Different qualities according to the access point.

13. 4 key enablers for over the top video
Consumers increasingly familiar with Web video Key players supporting Internet migration
350
300
250
 Consumer Electronics
200
 OS
150
100
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 Search engine
13 50
0
2008 2020
 Computers manufacturers
catch-up TV fixed live TV channels - fixed networks  …
live TV channels - nomad & mobile on-demand video - fixed networks
on-demand video - nomad & mobile
Time spent watching video in France 2008-2020 (mn/day)
Seamless solutions to access Web Video on any terminal Premium content available on the Internet
15%
12%
9%
6%
3%
0%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Live TV channels- fixed networks Catch-up TV
Live TV channels - nomad & mobile On-demand Video - fixed networks
US GB DE IT FR SP On-demand video - nomad & mobile
Share of Internet only households Breakdown of video related advertising in 2020

14. Annotation and Searching for Multimedia Content
Enable users to work with any files (video, audio, images and unstructured text) just
like they currently do with textual documents.
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15. Annotation and Searching for Multimedia Content
Tagging /
Keyword Search XML Questionnaires
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Costs
Defocus from core business Information
Overload

16. La “nueva” nueva economía….
Cloud Computing Smiling Curve
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Multisided
Business Platform
Globalization
Increasing Return

17. Cloud Computing
Cloud is: Cloud enables:
 A new consumption and  On-demand self-service and
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17 delivery model inspired by ‘pay as you go’ Cloud is essentially an efficient
consumer Internet services  Sourcing options and flexible IT consumption
 End-user focused and delivery model enabled by
 Economies of scale
virtualisation and network
technology
Cloud represents: Cloud is delivered as:
 The industrialisation of delivery  A private, public or hybrid
of IT- service
supported services  Workload or programming
model–specific
Essential
Characteristics of
On-demand self service - Broad network access - Resource pooling - Rapid
Cloud elasticity - Measured service

18. Characteristics of IT as a Cloud Mobile Service.
Ubiquity
refers to the attribute of being available at any location at any given time. A mobile
terminal in the form of a smartphone or a PDA offers ubiquity.
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18 Convenience.
It is very convenient for users to operate in the wireless environment. All they need is
an Internet enabled mobile device such as a smartphone.
Instant connectivity.
Mobile devices enable users to connect easily and quickly to the Internet, intranets,
other mobile devices and databases.
Personalization.
Personalization refers to customizing the information for individual consumers.
Localization of products and services.
Knowing the users physically location at any particular moment is key to offering
relevant products and services.

19. eCosistemas Cloud
PROVEEDOR DE SOFTWARE
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PROVEEDOR IT
F ACILITADOR
CONSUMIDOR
DESARROLLADOR EMPRENDEDOR EMPRESA
PROVEEDOR DE SERVICIOS
MENTOR ORGANISMO INVERSOR

20. Multisided Services
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powered by

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24. El “ADN” de la nueva Organización.
Hardware
Hardware Content
Content
-Desktop & notebook -- Music
Music
-Desktop & notebook
-Windows & Mac Based PC`s & -- Movies
Movies
-Windows & Mac Based PC`s &
Mac & Tablet -- Software
Software
Mac & Tablet
-iPod mp3 player
-iPod mp3 player
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24 -iPhone mobile & Android
-iPhone mobile & Android Usage Fee
-TV Set Top Box
-TV Set Top Box
Digital Media
Digital Media Distribution
Fees
Distribution
Platform
Platform
Accesories
Accesories Chanel
Chanel
Software -Stores
-Stores
Appliances
Appliances Operating Software
System Store
Store Subscription -Data Networks
-Data Networks
-Mobile Networks
-Mobile Networks
Any Device
Users
Users

25. The”Smiling Curve” Value Chain.
Value Added Development of
Prototype
High Parts Production After Sales Services
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Module Parts Sales
Production
Assembling
Thin Profts
Thin Profts Operation
Low Process
Design Where we are? Distribution

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26 © 2010 Hewlett Packard Co.

27. Maat Internacional. Presencia en el Mundo
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Santiago Jiménez Barrull
sjimenez@maat-g.com