Seco

1. Media Disruptions-Second Screen & Application
Economy
A Primer
India
24th Sep, 2012
www.darkhorsemedia.in
nsingh@darkhorsemedia.in
ROADMAP-SECOND SCREEN, E-READER, GAMING, APP STORES
DARK HORSE MEDIA CONFIDENTIAL

2. Second Screen
 A handheld device is called the ‘second screen’
 It constitutes Mobile, Tablet ,eReader or a Gaming device today
 The digital user is now led by the ‘screen’ he is on and not by the destination url
 Second Screen is the BIGGEST channel of content DISCOVERY for the consumer
today
 Monetisation is in In-App advertising, Downloading or streaming today
 Consumer Engagement is the BIGGEST objective of Second sceeen TODAY
 The multi-tasking consumer instead of fast forwarding or pausing on TV with engage
with the second screen if done well
 Most common user behavior on second screen which needs to be harnessed is-Text,
email, surfing of the mobile web or using facebook and twitter
 Polls, contests, buy merchandise and sampling content are other popular engagement
criteria
 Twitter is the MOST successful second screen today
 Standardisation of the content delivery on second screen will be led by METATAGS
which will be controlled by the content creators.
In Cinema Second Screen
 Potential is in the second screen inside movie theaters
 Young theatergoers are going to use their phones anyway, so why not exploit that --
especially in the commercials or previews that precede a feature
 If you can get any information from people who come to that movie, you begin to build a
database.
 The audience is captive.
 Real world examples range from filling out a survey in exchange for a free drink or
popcorn to downloading film clips and instantly buying tickets for an upcoming film.
Application Economy
 Over 600 -thousand apps have been written for the iPhone, with downloads reported at
5.65- million per day.
 On the Android phones, there are over 300 -thousand apps with downloads upwards of
16-billion
 The iPad has over 200 thousand apps to date, and it keeps growing daily.
 Apps can be Film/Show Led
 They can be Network/Studio Led
 They can also be third party
 Apps primarily help in getting Location Data
 In future they will drive Mobile Ticketing
 Apps will replace DVDs and hence release of films on DVD and Blue Ray
 Single Sign on is Critical for usage
Content Discovery/Consumer Experience:
DARK HORSE MEDIA CONFIDENTIAL

3.  55-thousand out of the 500+ thousand iPhone apps are entertainment apps. If one looks
at the Android apps, the figure is about 200-thousand.
 Word of mouth is important in getting viewers to your app.
 Next is distribution; being on every platform is one way to reach the biggest audience.
 Do as many pre-bundled deals as possible too.
 Making an app successful today requires a lot more investment and commitment than in
2008;
 Acquiring customers is a lot more difficult. You have to be willing to invest in continuing
the app, making the user experience the best and then get consumers to spend money
through it
 The app space is crowded and users can find what they want, but there is an
overwhelming amount of choice. Having a broad content catalog, knowing who your
audience is and putting out content based on that is one of the challenges.
 You also have to make it easy for your audience to find the content they want –
metadata tags to show all channels, recommendations and social networking/word of
mouth are a big part of this
 Personalization is important as it allows listeners to put their experience with the content
in their own context related to their life.
 Content is provided by the producer, but curation and organization of the content is up to
the user
 This also allows producers to learn habits, preferences and constants across multiple
users to determine trends, and program the main channel based on these insights.
 Preloading content to the device is the ultimate thing to do
 Consumers should not be expected to create or manage the content lists themselves,
nor invest that much time. They need to be helped in making these decisions.
 Content Creators will have to work with platform owners like Apple, Samsung ,Kindle
and popular App creators like Instagram,Flipboard to get maximum mileage
Syncronised Screening
 Apps that recognize what you’re watching on TV and sync with it hold the promise to
create new Second Screen monetization opportunities.
 This can be done with using audio watermarking or video fingerprinting
 Content on the apps is of two kinds – guidance and the companion element that works
interactively with the show
The Last Word
‘Apps are stories in a different form, and if there isn’t a compelling story, it will not work. They
also evaluate how they would make money and make a decision based on their intuition.’
Conclusion
Second Screen is changing the media landscape in many compelling ways and engaging the
audience in a behavior they created themselves. That applies to broadcast, cable, advertising,
publishing, film, gaming and all forms of entertainment or information.
DARK HORSE MEDIA CONFIDENTIAL