Monetizing the Digital Opportunity Speech. April 2014

Transcription

1 Monetizing the Digital Opportunity Speech April 2014

2 Key Highlights 2

3 Norwegian Media Trends (1/2) Business Model 1 Current Business Models 2 Limitations 3 Conclusion The introduction of rich business-model that includes user payment for content is accelerating in the Nordics and is expected to continue at a high speed But, the innovation on the business model so far is limited. Most of the media companies basically attempt to re-establish the current business model and typically offer the same product in the analog platform as on digital platform Norwegian media companies are still in the early days of identifying sustainable digital business models. Companies have clarity on advantages and disadvantages of available models, however, the strategic position, strength and weaknesses of the publisher determines which model should be applied. Norwegian media companies are also increasingly identifying non-core business models Content: Payment Drivers 1 Videos 2 Content Category 3 Content Genre Video is one of the major driver on digital platform. As a result, classical flow-tv-model is getting under pressure, and distributors and broadcaster and emerging OTT-players are competing among themselves to win the audiences, that wants to view video anywhere, anytime and on any platform Local content, sports and financial information is still assumed to be key drivers for the classical print publishers as they transition to digital In content genres, in-depth and emotional content is considered strong in triggering subscription. However, the findings for these are weak and based on indications 3

4 Norwegian Media Trends (2/2) Payment Trends 1 Content Bundling 2 Pricing 3 Payment Model Norwegian media companies are bundling print and digital content, with pricing strategies more or less similar to existing model Most Norwegian newspapers are pricing their content around the NOK per month per subscription(similar to the 8-10USD) Although, publishers with slightly different strategies are aiming to establish a price point around NOK per month Freemium and porous pay wall are moving closer together, as manyof the offerings in the freemium model are offered for free for a long period of time for free or at a low price. These strategies tend to seek low or lower price points than in the hard bundle. This is slightly new trend 4

5 MBL Report Mandate & Structure 5

6 MBL Report Timeline 2012 Accenture report 2013 February 2013 : Presented a framework for paid content strategy analysis (digital monetization) and covered 128 cases including international and Norwegian July 2013 : Report focused on Norwegian and Scandinavian cases. Survey of Norwegian publishers conducted to understand key developments in Norwegian media 2014 March 2014: Theoretical framework and paid content strategy analysis presented. Survey of Norwegian media market and deep dive on selected Norwegian, Scandinavian and international cases September 2014:Summarizing experiences with the first wave of Norwegian Paid Content offerings specifically focused on key drivers of paid content model 6

7 Digital Content Monetization: Study Overview OBJECTIVE Study of the market-leading digital user-paid products and revenue models for newspaper, magazine and TV publishers in the Norwegian and global media industry BACKGROUND With declining print subscription and advertisement revenues, the media industry is focusing on the opportunity to capitalize on the higher digital usage by consumers. As a result, in the past few years, media companies around the world have been experimenting with various strategies to charge for digital content and services. MBL has been at the forefront of studying the digital paid strategies being applied by various media companies. MBL has issued a report on monetization of digital content and services consecutively in the past three years with the aim of identifying successful digital paid models. STUDY STRUCTURE In order to best understand the key digital monetization strategies, MBL conducted the study with three processes: Designing and conducting survey of Norwegian media leaders Formulating the theoretical framework Identifying key paid content strategies Case analysis within newspapers, magazines, OTT & TV everywhere and online only

8 Study Methodology 1 Survey 2 Theoretical Framework %2% 5% 3% 15% 24% 81% 68% n 2014 =123 ;n 2013 =76 Media house - Newspaper Media House-Magazines Pure online initiative Television Customer journey Business model design Content match with consumer interest Content Layer4 Layer3 Layer2 Layer1 3 Paid Content Strategies 4 Digital Presence Focus area Strategic elements 1 Focus Area I Focus Area II Focus Area III Element I Element II Element III Element IV Element V Presence on digital platform Value added offerings Major initiatives 1 Initiative 2 Initiative 3 Initiative 4 Initiative 5 Initiative 6 Initiative 7 Initiative 8 Initiative User reviews of digital offerings 5 Nordic Cases Case Analysis International Cases 17 Newspaper Cases 5 OTT-TV Cases 2 Magazine Case 4 Online Cases 8 Newspaper Cases 9 OTT -TV Cases 5 Magazine Case 10 Online Cases 8

9 Survey Insights 9

10 Survey Summary Survey Background MBL shared the survey with senior leaders in media industry and successfully received 123 and 76 responses in 2014 and 2013 respectively. Insights from the survey are presented to get a better understanding of key developments and expectations by Norwegian publishers The survey was conducted to understand media companies perspective on five major areas REVENUE EXPECTATION PAID CONTENT MODEL PRODUCT OFFERING DISTRIBUTION CHANNEL& PAYMENT KEY INDUSTRY DEVELOPMENTS Source: 1 Survey conducted in January 2014; Overall 123 responses were received but some questions were not answered by all the respondents; 2 N 2014 =89; 3 N 2014 =109; 4 N 2014 =88; 5 N 2014 =86; 6 N 2014 =86 10

11 01 Revenue Expectations REVENUE EXPECTATION Brief overview Theoutlookforthemediaindustry incomein Norwayoverthenextthree yearscontinues tobebleak o Even thedigital revenue contributiontooverall income islargely expected tobeinthe rangeof0-9%by61%respondentsin 2014 o Anincrease of10%wasnotedin therespondentsexpecting hardlyanychangein thetotalindustryincome Identification of new innovative products and services, increasing the online advertising including search ads and innovative bundling continue to be considered as the main drivers of business growth in both the surveys Revenue Expectation over next 3 years Digital Revenue Contribution 2014 Expected Revenue Drivers Lower income Approximately unchanged 19% 9% 52% 61% -9% +10% Up to 10% only 10-24% Jan 2014 July % +5% -1% 69% 76% 68% 63% 47% 48% Higher income In Jan-14 29% 31% In Jul-13-2%..as per 61% respondents..as per 33% respondents New innovative products and services Online advertising - Innovative bundling of including search ads services and content N 2014 =89 ; N 2013 =59 N 2014 =86; N 2013 =53 N 2014 =88 ; N 2013 =59 11

12 02 Paid Content Model PAID CONTENT MODEL Brief overview Majority of the publishers believe that consumers are willing to pay for online content Pay per issue and partly paid and free subscription model are popular business models among Norwegian publishers Moreandmorepublishersareofferingacombined printanddigitalbundletomakeiteasier fortheconsumertoaccesscontentanywhereandanytime Publishers perception: Consumer willingness to pay Prevalent paid content model Preferred content bundle % 6% 72% 41% 33% 26% Planning to charge over the next 12 months Probably start to charge at some point Charge already Model As per... Pay per issue 41% Partly paid & free 41% N 2014 =105 Completely paid 36% N 2014 =88 1 digital As per 41% respondents 2 or more digital As per 39% respondents N 2014 = % 31% 35% Model As per... 1 digital 2 or more digital 29% 1% 70% Planning to charge over the next 12 months Probably start to charge at some point Charge already Pay per issue 32% Partly paid & free 38% N 2013 =69 Completely paid 36% N 2013 =56 As per 35% respondents As per 27% respondents N 2013 =55 I think individuals are already ready to pay for online content I do not think individuals will ever pay Do not know 12

13 03 Product offering PRODUCT OFFERING Brief overview Large proportion of publishers are focused on developing applications as an extension of the print product o Large proportion of respondents are planning to develop applications and of those o Large proportion of respondents are expected to produce exact replica of print edition, also large respondents are expected to develop custom digital edition Localnewscontentisofhigh interest, whereascontinuousnewsisoflowinterest 2014 Plan to develop applications Digital product development Preferred content bundle 16% Yes If yes, 84% No Within the next 6 months Not sure of the schedule Within the next 12 months 16% 38% Local news (91%) Entertainment (27%) 32% Business economy 57% 52% Classifieds (26%); 28% (85%) Continuous news Special coverage notification (24%) (84%) Exact replica Developed custom digital edition Plans for refined product N 2014 =72 N 2014 =103 N 2014 = Low interest High interest 16% Yes If yes, 73% No Within the next 6 months Not sure of the schedule Within the next 12 months 19% 33% Local news (71%) 21% Entertainment (35%) Business economy 46% 48% Classifieds (37%); (79%) Continuous news Special coverage notification (25%) (77%) 26% Exact replica Developed custom digital edition Plans for refined product N 2013 =45 N 2013 =67 N 2013 =69 13

14 04 Distribution channel & payment DISTRIBUTION CHANNEL & PAYMENT Brief overview Web browser continues to the be the preferred distribution channel for digital products and services by Norwegian publisher followed by Apple Appstore and other App markets Around half of the respondents currently provide an online payment solution; Of those providing an online payment solution, ~94 % provide it for PDF versions highlighting the popularity of PDF versions of print products in Norway Payments through credit cards seemed to be the most popular in Norway as per 76% respondents followed by payments through Appstore 2014 Preferred distribution channels Online payment solutions offering Payment method usage Web Browser Apple Appstore Other app markets 70% 78% 94%for PDF versions/ e-newspapers 35% for SMS services 31%for news on the web Credit Card/ Appstore Payex or 37% 51% Jan 2014 SPID 10% N 2014 =81 N 2014 =56 N 2014 =67 31% 48% 76% 2013 Web Browser Apple Appstore Other app markets 28% 48% 83% 70%for PDF versions/ e-newspapers 30% for SMS services 33%for news on the web Credit Card/ Appstore Payex or 49% Jul 2013 SPID 10% N 2013 =55 N 2013 =33 N 2013 =39 28% 36% 69% 14

15 05 Key Industry Developments INDUSTRY DEVELOPMENTS Brief Overview Norwegian publishers are focused on developing products to be accessed on smartphones, tablets, Web TV to provide access to consumers anytime and anywhere Largely Norwegian publishers expect providing a better digital experience for customers which can be monetized further as the key challenge for the industry over the next months Scope of innovation and product development in the next 12 months Biggest expected challenge for the digital content business in the next months Smartphones Tablets (e.g. ipad) Web TV PC (via the Internet) New print editions E-Reader (excl. Kindle) 41% 36% 25% 18% 15% 14% Jan 2014 July % 57% 74% 71% 71% 75% Provide a better digital experience for customers Identify new business models Speed/opportunity to transform your digital operating model Descending demand Competition from new industries and players Competition from new entrants Changes in political conditions Change in the location in the value chain 18% 13% 15% 27% 24% 37% 34% 38% 32% 36% 48% 42% 55% 60% 62% N Jan 2014 July =80 ; N 2013 =51 N 2014 =82 ; N 2013 =55 71% 15

16 Theoretical Framework 16

17 Theoretical Framework Brief Overview Media houses are focused to identify content features that would promote and encourage consumer willingness to pay Publisher could profit by a better match of high interest content with targeted consumers stimulating higher payments Niche Category, Rich presentation, Emotionally touching, Exclusive characters Content Matching Content Genre with Consumer Interest Excellent design or user-friendly logic, Use of recommendation engines Customer journey Business Model Design Customer journey has evolved as a key consideration for consumers to pay for content on digital platforms Publishers are increasingly considering redesigning business model and consolidation alternatives Frictionless, great user experience, granulated insights, cross platform usage Re-design Model: Content consumption low, infrequent Consolidations: Smaller but growing digital businesses Key Findings Characteristics 17

18 Paid Content Strategies 18

19 Digital Content Paid Strategies Paid Content Strategies Media companies globally are focusing on three fundamental areas for paid content strategies. We further segregated these fundamental drivers into eight key initiatives to facilitate formulation of monetization strategies Fundamental Areas Address a well- designed customer journey experience Create a logical and accessible content offering on all platforms Give the paying subscriber a clear and valuable proposition Key Strategic Elements Adding digital value Offer related products Offer exclusive content Design value propositions Bundle products Innovative monetizing Increase availability Bundle products Design value propositions Main Initiatives Offer exclusive content Added value Offer Value proposition to paid subscribers Offer related products 19

20 Paid Content Strategy Analysis: Eight initiatives Innovative monetizing Strategies to create low barriers for users to become subscribers and to increase their convenience Increase availability Content is available anytime, anywhere and on any device, also as often as financially possible to incentivize freshness, relevance and timeliness Bundle products In order to make package more attractive to subscribers with hardly any additional spending by the publisher Clusters Design value propositions Value propositions is responsiveness of the offering, indicated through behavior and sign-in process in order for the subscriber to understand well to his or her content requirement Offer related products Related product offerings can help in increasing monetizing opportunities Give the paying subscriber and clear, valuable proposition It is about clarity and crispness of the positioning statement, the promises and the offered insights into theproducts that are offered to the customer 06 Added value It is about developing a strategy that educates the Reader to understand that digital is not less, but more and richer than analog Offer exclusive content It is about offering exclusive content, which is of high quality or relevance and which is copyright protected

21 Case Analysis 21

22 Overview of Case Representation Case Representation by Country Norway Finland Sweden USA UK Denmark Germany Japan Italy Newspaper Magazines Online OTT & TV Everywhere 22

23 Paid Content Strategies by Cases Paid Content Strategies Added Digital Value Bundle Products Design value propositions Increase Availability Innovating Monetizing Offer Exclusive Content Offer Related Products Offer Clear Value Proposition to Paid Subscribers 23

24 Nordic Digital Presence Analysis 24

25 Nordic Cases- Digital Presence Analysis Nordic Case Analysis - Digital Presence* Presence on Digital Platform Value Added Offerings User Reviews of Digital Offerings Low Medium High Note: * Illustrative List 25

26 Key Media Developments 26

27 Key Media Developments- Magazines Magazine Aggregators & Social Magazines 1 7 More partnership Innovative models 2 6 Consolidation Magazines Introduction of new titles & revival of select closed titles 3 5 Transition from print to online Cost cutting 4 27

28 Key Media Developments- Newspapers Transition from print to online 1 6 Focus on improved advertisement platform Lowering meter limit 2 Newspapers 5 Expansion of digital content availability Consolidation 3 Consideration of new revenue streams 4 28

29 Key Media Developments- OTT & TV Everywhere Original Content Creation 1 5 High Quality Video Streaming Diversifying on Digital platforms 2 OTT & TV Everywhere 4 International Expansion Live video streaming 3 29