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					>200 mill iPods have sold
& become generic
descriptors for MP3’s       Brave New World
Google
Processes 1.5BN
searches/day…up from
150M 4 years ago
                            Intro
DVR’s made Janet
Jackson’s “wardrobe
malfunction” the most
re-wound moment in TV
history
The Blogosphere doubles
almost every 6 months.
120K new blogs created
every day
Consumer
connection
points are
 exploding
          An Explosion Of Channel Choices
                                India
                                                                  310
                                                            264
                                                      212
                                                185
                                          171

                                    125


                               75
                         66
                    55
               29
5    11   13

91   92   93   94   95   96   97-99 00    02    03    04    05    06/07
     Average Indian CS home receives 115 channels offering
               +30,000 hours/wk of programming.
   …Sometimes To Ridiculous Extremes

Using Your Head                         Birth Of A New Medium




                  CBS 35 million eggs
Reduced Consumption Driven By Net Use
                       Media Evolving - Radio 2.1
                                                        Analog Radio

                                                        Digital Radio
                                            Radio       Mobile Radio
                                                       Satelite Radio
                                                     Hi Definition Radio
Broadcast
  Radio
                                                       Free Streaming
                                                    Subscription Services
                                            www           Podcasts
                                                      Archive Services
                                                    Aggregation Services


   Source: Deloitte Touche Tohmatsu, 2005
                               Interactive OOH




“Turn on your bluetooth! Refresh your mobile”
       TV When Consumers Want It

     DVR/Set top box       & where they want it




50% zip thru commercials           Slingbox
 “I’ve watched
      some
sensational TV
  in the past 8
  weeks & not
once have I sat
in front of a TV
set to do that”.
 John Plutheroe
  CEO Energis



               TV is growing not going
                        All Media Are Becoming Digital
                            Mass Media becoming Digital Media
                            Digital Media becoming Mass Media

                                                                 Today
% digital penetration
                       Gaming

Console Games               Casual Portal On Line Games




                MMOG
                Gaming Extends From…
Collective                             On The Go
  Competition




                 Cafe




             Home



Location Based                         Individual
Understanding Web 2.0 Can Be Daunting




  Western Web 2.0 brands   Chinese Web 2.0 brands
     Social Networks & “Generation We”




>300 Social Networks worldwide with +900 Mil members
                      ( excludes blogs)
  The Blogosphere Is Growing Fast
                                                    186 Million Feb 08
                                                 (Includes 73 Mill blogs in
                                                          China)




          70 Million Apr 07

 50 Million Jul 06

   Jan 06


500K Mar 03

 Source: Technorati Apr 2007. Language as of Jul 06.
                                              Virtual
                                    Brave New ^Worlds
                                                        IBM Palmisano's avatar




Webkinz, where virtual stuffed animals come to life
          Virtual
Brave New ^Worlds
                               Traditional   Non Traditional




                                                                              At Home  Anywhere
Ads   Content




                                         Consumer
                                         connection
                                         points are
                                          exploding




                  On air   On ground                Set Time   Any Time
   More TV channels drive
       more viewing




But far more fragmented viewing
     …And The Hits Became Less Big




                                        Chow Yun Fatt in “Man in the net”




Source: Media Dynamics & Bear Stearns
                   The Need For “Engagement”




                                        Singapore,
                                        Hong Kong,
                                        Australia,
                                        Japan, Korea,
                                        UK, US

Vietnam,
                                                        Consumer as ‘Dictator’
Indonesia,            Thailand,
rural India &         Malaysia, urban
China,                India, & China
Philippines,

      Age of Interruption        Transition                  Engagement
         Asia Adopts Early & Grows Quickly
         Internet Users                         Mobile Handsets                Broadband Subscribers
MEA                                                     59    MEA
Lat Am           6%
                                                        78    Lat Am
 N AM          25%
                                                        198   Europe


                                                                              EMEA
Europe         29%                                      150   N AM

                                                                         America’s
                                                        54    Jap

  Asia          36%
                                                        228       Asia              AP


   322m Asian Internet Users                                                              2006 2009


             Source: Internet World stats.com                             Source: Gartner Forecast
China largest online population at
           >210 million
Spend 10X more time online vs US
Asia Adopts Early & Grows Quickly




                    • China made iPhone
                    • In trade fairs one week of
                      Apple’s launch
                    • US$30
                    • Law suits followed
Popular Mechanics 1950




                             Some
                         guidelines for
                         success in the
                           Brave New
                             World
We need
 a map
                     1. A New Road Map
              How Consumers Interact With Media

Lean Forward               Lean Back               On The Go




  Surf /Search           Limited interaction    Phones, pods, tablets
 E-applications           PVR functionality      Internet, Gaming,
  One to One                One to many        SMS/ Email, downloads
Appliance specific           distribution       permission marketing
2. Create A Communication Platform


Above the Line      Retail space,     Below the Line
   creative         distribution          media



 The central idea or concept used as a foundation
    for communication disciplines to inspire,
         organise & express themselves


                     Sampling
 CRM program                               PR
                      Events
Implemented Using All MarCom Disciplines
      & Appropriate Contact Points
3. Think Like An Entertainer Not A Marketer




…and deliver an experience
3. Think Like An Entertainer Not A Marketer
               Verb Yellowball




…and deliver an experience
         4. They All Have A Need For Content
                      Video, Voice, Music, Text, Image



 Out & About




                            User generated
Lean Forward
                            Brand created
                               Co-opted


   Lean Back



               Scheduled        Demand            Participate
          5. The Message = The Medium



                        Sewer Breath




Toilet Breath

       Listerine Pocket Packs
6. Embrace Communities With Interactive Platforms
            www.sunsilkgangofgirls.com




          534k members, 29k gangs created
Co-opting & Monetising The Community
UGC Caution - Spectacular Blunders
        Chevrolet User Generated Ads
7. Don’t Be Intimidated By Technology
 Wellington Zoo –
Augmented Reality
                                       8. Don’t Panic!

  Mass media & branding are still important as markets
                   are transitioning



                                            Singapore, Hong
                                            Kong, Australia,
                                            Japan, Korea,
                                            UK, US

                     Thailand,
Vietnam,             Malaysia, urban                       Consumer as ‘Dictator’
Indonesia, rural     India, & China
India & China,
Philippines

     Age of Interruption         Transition                     Engagement
  9. Don’t…




do nothing
10. Don’t Listen To Me…




…to understand the
   Brave New World
                 …You Need to Live It

 Buy (or expense) a DVR, a TV enabled mobile phone
 Click on all the tabs on Google (news, maps, etc)
 Play “The World Of Warcraft”
 Sign up with Facebook
 Write your own blog
 Check out the top video’s on Youtube
 Visit Second Life
 Subscribe to a technology magazine or e newsletter
    Live the
Brave New World




…and learn to adapt   Thank You

				
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