my keynote speech on power of digital technologies to transform media & entertainment
Post on 13-Sep-2014
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This is my first keynote speech after me taking over the role of CEO at BT&BT. I delivered this speech at CIOs conference held at Goa, by Greyhead http://www.dynamiccio.com/ME/agenda.phpTRANSCRIPT
UNLEASH THE POWER OF DIGITAL TECHNOLOGIES TO TRANSFORM M&EV. Srinivasa Rao (VSR)CEOBT & BT Management Consultancy
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NEW BUSINESS BATTLE FIELD
Experience Economy
Digital Economy • SELL Moments of
Experience not products
• MEET the needs of Digital Natives
• LEVERAGE Convergence of Physical & Digital World
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TRADITIONAL M&E ENTERPRISES FAIL TO SURVIVE IN NEW BUSINESS BATTLEFIELD
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EMERGENCE OF DIGITAL M&E ENTERPRISES
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BUILDING DIGITAL M&E ENTERPRISE IS BEYOND
SET-TOP BOXES
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DIGITAL M&E ENTERPRISE
Superior Experience
Collaborative Intelligence
Contextual Predictability
Omni Present Lean
Environment Friendly
Preventive Safety &_x000d_ Secuirty
0
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SEVEN CHARACTERSTICS
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SUPERIOR EXPERIENCE
UNDERSTAND CONSUMER BEHAVIOR & MOOD TO PROVIDE
SUPERIOR EXPERIENCE
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SUPERIOR EXPERIENCE
27% AVERAGE POTENTIAL REVENUE LOSS DUE TO POOR
CUSTOMER EXPERIENCE
Source: Oracle
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SUPERIOR EXPERIENCE
1. Recommendation Engines
2. Personalization using Set-top Box Data
3. Social Sentiment Analysis on TV Shows
4. Personalization of Music
5. Mood Navigators
FEW EXAMPLES
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SUPERIOR EXPERIENCERappler Mood Navigator
• Tell stories that resonate with people• Click on an emotion for a list of mood-customized content
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SUPERIOR EXPERIENCENetflix Recommendation
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SUPERIOR EXPERIENCEBBC Connected Red Button
INTERNET TV INTERNET RADIO SOFTWARE
APPLICATION• Access BBC iPlayer• Discover more shows• Catch up with the latest BBC News text
and video clips at any time of the day• Check the weather forecast in your area
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COLLABORATIVE INTELLIGENCE
Assignments , Live News Tie-Ins, Open Suggestions, User Generated Ads, Crowd produced Films
COMMON PEOPLE GET ROOM IN MAINSTREAM MEDIA
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COLLABORATIVE INTELLIGENCE
EMPLOYEES BRING COLLECTIVE INTELLIGENCE FOR INNOVATION, PRODUCTIVITY & BETTER
CUSTOMER SERVICE
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COLLABORATIVE INTELLIGENCECoca-Cola’s User Generated TV Ad
"This Is AHH”
Theme: What it feels like when you take a sip of Coke• 400 submissions from
teens all over the world
• 40 clips made the final • To be featured in teen
favorite TV networks
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COLLABORATIVE INTELLIGENCEGaurdianwitness
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COLLABORATIVE INTELLIGENCEFirst Crowd Sourced Movie
• 80,000 people • 192 different countries • Submitted over 4500 hours
footage • Final 334 people • 95 min documentary movie
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COLLABORATIVE INTELLIGENCEHealth Alert by Crowd
developing a local map of
Dengue fever cases that tend
to occur in tropical regions
during their rainy seasons.
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CONTEXTUAL PREDICTABILITY
REAL TIME INSIGHT & FORESIGHT
THROUGHOUT THE M&E
VALUE CHAIN
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Financial Analytics
Procurement Analytics
BEYOND CUSTOMER INSIGHT &
FORESIGHTHR Analytics
Marketing Analytics
CONTEXTUAL PREDICTABILITY
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Multi Source Content
Acquisition
Collaborative Aggregation
Multi Channel Distribution
Marketing & Brand
Management
Customer Experience
Management
Human Resource Management
Procurement Management
Innovation Management
Rights & Assets Management
Finance, Legal, Regulatory
Capture Data at different points of M&E Value Chain, mine the data, get insights and create algorithms to simulate future to get Foresight
CONTEXTUAL PREDICTABILITY
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CONVERGENCE OF STRUCTURED, UNSTRUCTURED & SEMI
STRUCTURED DATA TO GET
REAL TIME INSIGHT &
FORESIGHTRIGHT Decisions, Corrective & Preventive actions at RIGHT time
CONTEXTUAL PREDICTABILITY
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CONTEXTUAL PREDICTABILITYBluefin Social TV Analytics
For the 2014 Super Bowl: 24.9 million tweets, 381,605 tweets per minute, 50 million people & 185 million interactions on Facebook
Create innovative new Ad products and consumer experiences in the exciting intersection of Twitter and TV
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CONTEXTUAL PREDICTABILITYNielsen Twitter TV Ratings
Assist agencies and advertisers in making data-driven media planning and buying decisions that incorporate the full impact of Twitter TV
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CONTEXTUAL PREDICTABILITYNBCU+ Powered by Comcast
1. Delivers Suite of New Advertising Products 2. Advertisers to enhance their media plans by matching their own consumer data, and
third party consumer data, with anonymized Comcast subscriber data 3. Advertisers optimize national campaigns across the NBCUniversal portfolio on linear
television and target them at the household level on video on demand (VOD) inventory.
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OMNI PRESENCE
SMARTPHONE
TABLET
INTERNET TV
Television programming reformatted for multiple devices
Synchronization between screens is key
Omni platform programming is complex
LAPTOP
DESKTOP
TRADITIONAL TV
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LEAN
LEVERAGE THE POWER OF CONVERGENCE OF SOCIAL, MOBILE, ANALYTICS, CLOUD TECHNOLOGIES
TO BUILD LEAN M&E ENTERPRISES
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LEAN
Eliminate Eight Wastes in M&E
Bring Certainty in M&E Workflow
Bring Predictability in M&E Workflow
Create & Aggregate Just In Time Content
Continuously Improve & Innovate
LEAN M&E ENTERPRISES
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ENVIRONMENT FRIENDLY
TO SAVE TREES & WATER
TO REDUCE CARBON EMISSIONS
TO REDUCE TRAVEL
TO SAFEGUARD ANIMALS
BECOME DIGITAL
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PREVENTIVE SAFETY & SECURITY
THE NEED• VIDEO BASED SECURITY• MOOD MONITORING• NETWORK SECURITY• CYBER SECURITY
DIGITAL = MORE SECURITY VULNERABILITIES
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HENCE M&E HAS TO EMBRACE SEVEN CHRACTERSTICS TO
BECOME DIGITALSuperior Experience
Collaborative Intelligence
Contextual Predictability
Omni Present Lean
Environment Friendly
Preventive Safety &_x000d_ Secuirty
0
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DIGITALIZING M&E IS A TRANSFORMATION JOURNEY
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DIGITALIZE TWELVE BUILDING BLOCKS
Digital Business Model
Digital Business Processes/ Value
Chain
Digital Business Skills
Digital Content/ Digital Programs
Digital Business Operating Model
Digital Technology
Strategy
Digital Technology Architecture
Digital Infrastructure
Digital Technology Governance
Digital Applications
Digital Business Culture
Digital Technology Skills
COLLABORATIVE TRANSFORMATION OF BUSINESS & IT
TE
CH
NO
LOG
Y B
LOC
KS
BU
SIN
ES
S B
LOC
KS
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DIGITALIZE TWELVE BUILDING BLOCKS
LEVERAGING SMAC++
Social
AnalyticsMobile
• CLOUD (ELASTIC COMPUTING, ELASTIC STORAGE, ELASTIC NETWORKS)
• UNIFIED SECURITY
• INTERNET OF THINGS
SM
AC
SM
AC
++
DIGITALIZING M&E
ENTERPRISE MEANS
REIMAGINING BUSINESS &
IT USING SMAC++
• NETWORKS (Wired, Wireless)
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ATTAIN DIGITALIZATION MATURITY OVER
A PERIOD OF TIME
Digital Visionaries
Digital Leaders
Digital Laggards
Digital Beginners
Digital Technology Maturity
Dig
ital B
usi
ness
Matu
rity
Source: BT&BT
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DIGITALIZING M&E IN INDIAWHERE ARE WE?
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STATUS ON SET-TOP BOXES
156 MILLION TV HOUSE HOLDS
105 MILLION HOUSE HOLDS DO NOT HAVE SET-TOP BOXES
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DIGITAL TRENDS IN INDIA
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MOBILE USAGE IN INDIA
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THERE IS SOME GOOD NEWS
Connected Gram Panchayats
4G Broadband by Reliance in 22 Areas
Affordable smart devices
Digital India dream by PM
Government Mandate for Set-Top Boxes
In next 24 – 36 months, we will see CONNECTED INDIA
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GET READY FOR
DIGITALIZATION
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DIGITALIZATION &NEW FACE OF M&E CIO
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CIOs IN COLLOABORATION WITH BUSINESS LEADERS HAVE TO CREATE M&E
DIGITALIZATION BLUE PRINT NOW TO BUILD
FUTURE PROOF & FUTURE READY M&E
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MORPHING FROM CIO TO CDO
CIO HAS TO BECOME
CHIEF DIGITAL OFFICER (CDO) TO DIGITALIZE M&E
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CDO FOCUS
CDO USES TECHNOLOGY AS KEY BUSINESS DRIVER
MANAGING IT APPLICATIONS & INFRASTRUCTURE IS HYGIENE
FACTOR TODAY
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CDO CORE COMPETENCIES
Co-Create digital business strategy
Identify new sources of customer value
Create Digital Transformation Roadmap
Create Execution Governance for Digitalization
Embed digital capabilities into Enterprise
Quantify the success of a digital enterprise
Establish Customer Experience Management
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RECOMMENDATIONS TO CIO/CDO FOR NEXT TWELVE MONTHS
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NINE STEPS TO PREPARE FOR FUTURE
1. CREATE DIGITAL TECHNOLOGY STRATEGY
2. BUILD DIGITAL TECHNOLOGY ARCHITECTURE
3. ESTABLISH DIGITAL TECHNOLOGY FOUNDATION
4. CO-CREATE DIGITIAL BUSINESS BLUEPRINT
5. IDENTIFY PILOT DIGITAL INITIATIVES
6. IDENTIFY DIGITAL APPSTORE
7. ESTABLISH DIGITAL CENTERS OF EXCELLENCE
8. ESTABLISH NEW PARTNERSHIPS
9. FINALIZE NEW SOURCING METHODS
VSR@[email protected]://btbt.co.in
THANK YOU!
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