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Source text - English Deep Dive Briefing Material
-- Media and Content
The Global Innovation Outlook is based on the belief that the very nature of innovation is changing in profound ways -- that in the 21st century, innovation is becoming increasingly open, collaborative, multi-disciplined and global.
With that in mind, in early 2004 IBM opened its business and technology forecasting processes for the first time through the creation of the GIO. Today, we gather together business leaders, policy-makers, leading academics, citizens’ groups and other influencers to tackle some of the most vexing problems facing business and society today. We do this through a global series of candid and dynamic conversations called “deep dives.”
To date, 25 GIO deep dives have brought together more than 375 influencers from three dozen countries on four continents, resulting in lasting relationships, new policies, pilot initiatives and an explosion of ideas. The focus areas for discussion have been ambitious: the future of innovation in healthcare, transportation, the environment, the 21st century enterprise, government and the “business of life.”
In 2007, we will explore another diverse and challenging set of issues: Media and Content; Africa; and Security and Society. The criteria for selecting these focus areas was simple – each category:
Represents trillions of dollars of economic activity
Transcends vertical industries and siloed interests
Is rife with urgent societal issues
Appears to be fertile ground for new approaches and innovation.
As with previous GIOs, we will share the insights that emerge openly through publications, special events and a variety of online media. To date, we’ve distributed more than 150,000 copies of GIO findings to businesses, universities and policy makers around the world. And IBM and its partners are currently investing millions of dollars in the outcomes of those first two GIO programs.
To provide some context around our upcoming discussion, this document includes selected research material about the challenges facing every organization and individual as a result of the democratization of content creation, distribution and ownership. In preparation for your deep dive session, please consider new business models, technologies, skills, disciplines and disruptions that might emerge within this space. Where do the richest opportunities for innovation lie? And what needs to happen to make those opportunities real?
We look forward to an exciting and provocative dialogue.
Beyond the Buzz
It used to be so easy.
20th century corporations built empires and accumulated tremendous value around carefully controlled brand images and marketing messages. Elected officials and government bureaucrats shared select information with constituents on a “need-to-know” basis. The news of the day was defined by a handful of television networks and local newspapers. Creative content was available through tightly managed distribution points
– the local theater, low-fidelity radio stations or a shrink-wrapped plastic disc.
Technology changes everything, and fast. Inexpensive and nearly pervasive access to networked digital devices now allow ideas, messages and content to transverse the globe in a matter of seconds. The way we learn, play, work, buy and communicate has been forever changed.
The “democratization” of content has led to the creation of countless user-generated web sites, some of which have evolved into suddenly powerful forces in the market. YouTube was formed just two years ago, and took minimal effort to create. Today, it serves up 100 million videos a day and is part of the social fabric. MySpace signs up over a million new subscribers every week. Wikipedia became the world’s most comprehensive encyclopedia in less than three years and is now available in 182 different languages.
Of course, emerging out of this great upheaval are some tantalizing new opportunities, as organizations and individuals have an unprecedented assortment of new avenues to communicate with one another. The implications go far beyond the obvious impact on the media and entertainment industries. The management of content is now in the hands of every individual on the planet. In the process, the very definition of what a “brand” is, how one is created or maintained, and even who owns it, is called into question.
At the heart of it all is the newfound power and influence of the individual, a phenomenon first surfaced in the findings of GIO 1.0 and recently validated by Time magazine’s selection of “you” as its person of the year for 2006. The average citizen now has a global soapbox – the tools and resources to share their creations and points of view with billions. For the first time, individuals can engage goods and services companies in a public dialogue, participate in the creation and customization of their purchases, and derive added benefit out of the things they ultimate spend money on. The balance between supply and demand will never be the same again.
The pace and scope of the change has taken many by surprise, and is already having a material impact on many a bottom line. But before we get too carried away with hyperbolic visions of a future full of citizen journalists and free content, perhaps it is time to take a deep breath and ask some tough questions.
For example, how can companies or individuals capitalize on their content in this new environment? How does one steward a brand through these uncertain and overcrowded waters? And how do the rapidly shifting constructs of media and content fit into the concept of an “experience economy?” These questions, and countless others, are waiting to be answered now that the world of media is being rebuilt before our eyes. And the answers will point the way to new innovations that will shape the future of human communications and commerce.
The Media and Content Index
People online today: 1 billion People with broadband access: 264,000,000 Blogs created in the time it took to read this sentence: 5 Fake blogs created daily by websites to improve their search-engine rankings: 6,750 Percentage of blogs in written in Japanese: 41 Percentage of blogs written in English: 28 Articles found on Wikipedia: 6,000,000 Languages served by Encyclopedia Britannica: 1 Non-English versions of Wikipedia: 182 Editorial staff members at USA Today: 515 Citizen reporters that contribute to Korean news site Ohmynews.com : 42,000 Percentage of all Internet users who are members of social networking site MySpace: 10 Percentage of YouTube viewers that live outside the U.S.: 80 Percentage of American heads of households who play computer and video games: 69 Annual GDP of Second Life: $150 million (and growing daily) Total spent on advertising in the US (2005): $267 billion Total spent on Internet advertising: $12.5 billion Percent of Top 50 advertiser's budgets spent online in the first half of 2006: 3.8 Percentage of fiber optic capacity that is unused: 86 Wireless multimedia devices sold annually by 2010: 52 million (predicted) Percentage of mobile phone users watching TV on their handsets by 2009: 30 Amount an average 10-year old will spend on mobile services in a lifetime: $30,000 Megabits transferred per second by 4G wireless technology: 100 Songs illegally downloaded each year: 20 billion Total number of records sold by the top-ten selling albums of 2000: 60 million Total number of records sold by the top-ten selling albums in 2006: 34 million Percent of movie studio revenue derived from theater ticket sales in 1948: 100 Percent of movie studio revenue derived from theater ticket sales now: