net mediatama core concept, an abstract on new media company at indonesia
DESCRIPTION
This is a core concept for NET Mediatama in Indonesia, in which we outlined their concepts of strategy, from launching to operating. We also laying out their technology core and roadmap. Some language is in Indonesian. We are sharing it to make the media industry much more livelier and encourage all sorts of media entrepreneur (local, regional, international) to make similar and better media company. Feel free to contact us for more details.TRANSCRIPT
v RAIYAN LAKSAMANA"
NET 3.0!
BASIC CONCEPT!
CAUSE!&!
MEDIA REVOLUTION!
INDONESIAN !
TRULY UNDERSTAND !THE LANGUAGE OF!
EXPERIENCE
v PART OF SOMETHING BIG, SECRET & EXCITING : ILLUMINATI, DA VINCI CODE, etc.
v PERGERAKAN / CONSPIRACY YANG SUDAH ADA SEJAK DAHULU, MENJADI SEBUAH RANGKAIAN BESAR PERUBAHAN.
v Konsep “Causes & Revolution” ini yang menjadi dasar bagi setiap blueprint, desain, konten dan activity NET platform ini.
ESSENTIALS"
v Bagaimana NET memposisikan diri sebagai ‘Media With a Cause’. Memfasilitasi berbagai cause publik, selain menjalankan berbagai cause dari internal NET sendiri.
v Bagaimana engage audience sebagai bagian dari sebuah pergerakan dengan ikatan emosional yang kuat.
v Keyword : Pergerakan, Kolektif, Jaringan/Net, ‘We Are You’, ‘We Are Part of You’, Revolusi Media.
VISION!
NET merupakan media company yang bergerak dalam memberikan konten dan service informasi digital, dimanapun & kapanpun, menggunakan berbagai layar/gadget/medium : Terrestrial, Mobile, Desktop, Augmented Reality dan teknologi komunikasi lainnya di masa kini maupun masa yang akan datang."
• Saat evolusi company media nasional lain baru menapaki Media 1.0 dan baru sedikit memasuki Media 2.0, maka NET harus mulai dari 3.0 dan menapaki kearah 4.0 sebagai masa depan."
• Advantage : sebagian besar media company dan advertising masih terlalu terikat dalam comfort zone industri 1.0 dikarenakan model bisnis yang sudah lama berjalan disitu. Sehingga sebagian besar masih memakai strategi 1.0 yang sebenarnya sudah semakin tidak relevan lagi : Rating Nielsen, Strategi Konten berdasarkan metoda rating yang bias, pola produksi dan distribusi konten konvensional."
ULTIMATE GOAL & DREAM!!INTEGRATING MEDIA SEAMLESSLY !INTO THE LIFE & MOVEMENT OF AUDIENCE!
ESSENTIALMARKET INSIGHT!
MEDIA SIDE!
STAGNASI INTERNAL INDUSTRI MEDIA
v Media company Indonesia masih belum bisa menemukan model monetisasi konten new media yang efektif bagi market Indonesia. Industri ini masih berlomba memerah pasar konvensional yang semakin sempit dan mengering.
v Advertiser mulai menyadari bahwa media saat ini seperti ATL dan BTL masih belum efisien dan efektif, karena masih sedikit yang menyediakan integrasi menyeluruh dengan berbagai media
STAGNASI INTERNAL INDUSTRI MEDIA
v Belum ada teamwork yang integrated dan solid antara pelaku industri konten, teknologi, finance, riset & pengembangan, serta audience sendiri.
v Belum ada ekosistem media yang sehat di industri media Indonesia. Artinya hubungan yang sehat antara produsen konten dan distributor. Seperti dalam case Konten-Telco dan TV-PH.
v Audience masih dipandang sebagai massa yang pasif dan cenderung homogen. Padahal audience memiliki kompleksitas preferensi dan niche tersendiri yang perlu diakomodasi.
STAGNASI INDUSTRI MEDIA
v Sebagian Media Companies memiliki pencitraan yang justru menghambat peluang monetisasi langsung ke audience. Audience masih memandang sebagian besar media sebagai over profit seeking company, ketimbang sebuah media yang bisa mereka dukung langsung
v Trend konten semakin dibayangi oleh disruptive media development dari luar : mobile & web, game, dsb. Dan seluruh trend tersebut masih sangat sedikit yang dibidani oleh konten lokal.
AUDIENCE METRIC TRADISIONAL
v Audience metric masih dimonopoli oleh Nielsen. Dengan metoda sampling yang masih memiliki berbagai bias data dan akurasi aktual audience.
v Rating Nielsen masih tetap dipegang karena memberikan sebuah ‘convenience’ bagi advertising untuk mengukur secara terbatas campaign mereka.
v Tidak ada inovasi konten,baik dari segi konsep maupun kualitas produksi. Karena sebagian besar saling mengekor konten berdasarkan interpretasi rating semata.
TELCO INDUSTRY INSIGHT!
Telco Industry Related to Media Main Issues :
BANDWIDTH
CONTROL
CAPEX
REVENUE
70 % Capex for Data only Contribute to 20% Rev.
Currently Telco’s Have no Control Over OTT Player or Content that Pass Through Their Network
AFFORDABILITY PENETRATION Currently Broadband Still ‘Expensive’, Many Subscribers but Low BW Low BW means cannot have a good Experience in using online media
ABOUT BANDWIDTH Mobile Data Explosion
Effect : Telco Race for FO Infrastructure and High Capacity Radio (LTE) For Media : Bandwidth soon will have no Issue For Both : Telco will seek more ‘pocket’ to increase ARPU = Content
ABOUT CONTROL Birth of CCN (Content Centric Network)
Effect : Telco will be able to Control Content Pass Through Their Network For Media : Strongly have to consider cooperation with Telco in the Future, For Both : Revenue from Content Have to Be Shared with Telco (Lower Margin) * Before CCN : Already Present Content Aware Network Gateways
ABOUT AFFORDABILITY World Benchmark Published : Intel
Effect : Telco will after very low income segment for broadband users (0 - 2 USD /month), war on quantity of broadband users acquisition For Media : Broadband Penetration will be massively growing soon For Both : Telco will cut off margin from basic data package, looking for more shares in Content (possible with CCN or Content Controlling Software)
Possible Anticipation v Built a New Media Platform that is :
v Relatively Low Cost v Easily Integrated with other systems (such as telco billing in the future) v Easily Expandable and Scalable v Hidden Cost Minimum - To anticipate need to share revenue
v Problem with using off the shelf (even cloud based) Media Platform : v Relatively High Cost for both Capex and Opex (sometimes due to
Licensing Model) v Difficult to Map or Identify Hidden Cost in term of Customized
Integration, Expansion and Scalability v Positive side : Faster Implementation
v Using Self Developed Platform : v Relatively Lower Cost - More margin if revenue is shared due to low
CAPEX & OPEX v Predictable Cost for Expansion, Integration and Scaling v Drawback : Longer time to develop
USER BEHAVIOR PER MONTH
YEAR 1!
YEAR 1 EXTERNAL STRATEGY
v Positioning NET sebagai sebuah media pergerakan dengan cause. Dan menggalang audience melalui berbagai media dan aktifitas untuk menyokong cause ini.
YEAR 1 EXTERNAL STRATEGY
v Membentuk komunitas kemitraan dengan pembuat konten. Artinya saling membuka market bagi developer sekaligus memperkuat base market NET.
YEAR 1 EXTERNAL STRATEGY
v Membentuk komunitas kemitraan dengan strategic partners : Google/Youtube, Yahoo, VC, dsb.
v Membangun hubungan dengan advertiser dengan membangun channel , engagement dan platform baru yang mampu mengakomodasi kemitraan ini.
v Membangun jaringan pondasi dasar audience metric sebagai komparasi Nielsen. Melalui desain engagement audience dan implementasi platform second screen dan multiscreen yang diintegrasikan dengan social media.
v Membangun pergerakan sebagai proof-of-concept bagi industri advertising, untuk memperlihatkan pada brand owner bahwa NET mampu menggalang sebuah engagement audience yang signifikan.
YEAR 1 INTERNAL STRATEGY
v Implant secara internal NET , bahwa NET adalah sebuah pergerakan dengan cause. “Not just another media company”.
v Membangun kultur inovasi perusahaan yang fluid, akomodatif dan responsif bagi individu dan team. A la Facebook Hackathon. Hasilnya menjadi milestone pengembangan tahun berikutnya
YEAR 1 INTERNAL STRATEGY
v Membangun library konten : FTA, ‘second screen’, dan meletakan pondasi produksi library multiscreen dalam format digital untuk rilis di akhir tahun pertama.
YEAR 1 INTERNAL STRATEGY
v Membangun Research & Development Division yang kuat, untuk riset teknologi, konten, platform monetisasi, audience metric, strategic development, business model, dsb.
YEAR 1 LAUNCH STRATEGY
v Membangun basic / temporary sistem streaming untuk handle live streaming pada bulan Mei 2013, sementara main system dibangun. Memakai berbagai turn key system yang available
IOS Devices
Web Portal
5 Month Plan For ‘Soft Launch’
Android Devices
Man
ual
Upl
oad
white label cloud video platform
YEAR 1 LAUNCH STRATEGY
v Pembangunan platform multiscreen delivery NET. Dengan agenda tahun pertama sebagai ‘second screen experience’ bagi main screen FTA sambil mematangkan platform dan network hingga siap sesuai dengan milestone pembangunan sistem. Web, IOS & Android.
IOS Devices
Web Portal
Android Devices
Long Term Plan for The Complete Platform
Team Recruitment Formation and Consolidation
System Requirement Gathering
1 - 2 Month 3 - 3.5 Month
System Development
6 - 8 Month
Alpha Testing
Cycle
High Level Platform ‘Complete’ Architecture Concept Draft
News Filtering Curatory Engine / Platform / Interface
Re-programming Re - purposing
Inte
grat
ion
Plat
fotm
Analytic Engine
Commercial Platform
Knowledge Management
INTERNAL Feed-back / Dash-board
Tra
nsm
it
/ U
ploa
d
New
s
Cra
wle
r
Customer Profiling
Rating System
Ad Counting Billing
3rd Party Integration
Content Owner
Inge
st
Web based Collaborative
Smartphones / Tab Apps
Web Portal
Smart TV / FTA w/ Return Channel
FTA Programs web
Marketing
Publishing Engines
Web Publishing
3 Screen Social Network
Online Store Gaming Others
Payment
Ad Insert-ion
Other Devices
Media Asset Management
Con
tent
Del
iver
y
Fre
elan
ce
Con
trib
. or
UG
C
Web based Collaborative
EXTERNAL Dashboard Ad Agency
Content Delivery Content Delivery
Tra
nsm
it
/ U
ploa
d
Tra
nsm
it
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d
Sample
Workflow
SALES & MARKETING!
CONTENT TEAM!
ACTION !"
PROGRAMMING!
WORKFLOW INTERNAL!
Implementation Roadmap Stage 1
News Filtering Curatory Engine / Platform / Interface
Re-programming Re - purposing
Inte
grat
ion
Plat
fotm
Analytic Engine
Commercial Platform
INTERNAL Feed-back / Dash-board (Basic)
Tra
nsm
it
/ U
ploa
d
New
s
Cra
wle
r
Customer Profiling
Ad Counting
Inge
st
Web based Collaborative
Smartphones / Tab Apps
Web Portal
FTA Programs web
Marketing
Publishing Engines
Web Publishing
3 Screen
Ad Insert-ion
Media Asset Management
Con
tent
Del
iver
y
Fre
elan
ce
Con
trib
. or
UG
C
Web based Collaborative
Content Delivery Content Delivery
Workflow (Basic)
Device Integration Development Roadmap
IOS Devices
Web Portal
Android Devices
1st Stages 2nd Stages 3rd Stages 4th Stages
TV with OTT Set Top Boxes Smart TV
Blackberry Devices
Windows Mobile Devices
Other Mobile Devices
Samsung
LG
Panasonic - Others
Later Stages
Gaming Platform
Augmented Reality
Home Appliances
YEAR 2!
YEAR 2 EXTERNAL STRATEGY
v Rolling out :
v Implementasi sistem multiscreen delivery NET Stage 2.
v Rolling out Komunitas Content Developer NET. Organisasi, Aktifitas Monetisasi, Lobby Governmental, Standarisasi (Iteration over time).
v Rolling out sistem NET Audience Metric pertama, sebagai alpha & beta launch pertama. Proof-of-concept bagi advertising industry.
Implementation Roadmap Stage 2
News Filtering Curatory Engine / Platform / Interface
Re-programming Re - purposing
Inte
grat
ion
Plat
fotm
Analytic Engine
Commercial Platform
Knowledge Management
INTERNAL Feed-back / Dash-board (Enriched)
Tra
nsm
it
/ U
ploa
d
New
s
Cra
wle
r
Customer Profiling
Rating System
Ad Counting Billing
3rd Party Integration
Content Owner
Inge
st
Web based Collaborative
Smartphones / Tab Apps
Web Portal
FTA Programs web
Marketing
Publishing Engines
Web Publishing
3 Screen Social Network
Ad Insert-ion
Media Asset Management
Con
tent
Del
iver
y
Fre
elan
ce
Con
trib
. or
UG
C
Web based Collaborative
EXTERNAL Dashboard Ad Agency
Content Delivery Content Delivery
Tra
nsm
it
/ U
ploa
d
Tra
nsm
it
/ U
ploa
d
Sample
Workflow (Improved)
Trial
Trial
YEAR 2 EXTERNAL STRATEGY
v Setting new industry standard dalam multiscreen delivery content Indonesia. (format, durasi, engagement, monetisasi, dsb).
v Membangun extension platform multiscreen delivery NET. Dalam platform Windows Mobile& Blackberry.
YEAR 2 INTERNAL STRATEGY
v Membangun library tahun ketiga dengan upgrade experience, competitive edge dan strategi engagement baru.
v Implementasi atau mulainya hasil dari hackathon tahun pertama.
YEAR 3 AND ON!
YEAR 3 AND ON EXTERNAL STRATEGY
v Implementasi sistem multiscreen delivery NET Stage 3 dan selanjutnya.
v Rolling out sistem audience metric V1.0 , yang akan dipasarkan menjadi dashboard bagi advertiser secara langsung menggantikan Nielsen rating.
v Membangun extension platform multiscreen delivery NET. Dalam platform Smart TV, Set Top Box, etc.
v Membangun dan implementasi riset teknologi Augmented Reality dan lainnya.
YEAR 3 AND ON INTERNAL STRATEGY
v Implementasi Sistem inkubasi internal untuk berbagai ide services & product baru yang berpotensi.
v Riset & Setting up crowdfunding & startup investment untuk komunitas & inkubasi internal.
Implementation Roadmap Stage 3
News Filtering Curatory Engine / Platform / Interface
Re-programming Re - purposing
Inte
grat
ion
Plat
fotm
Analytic Engine
Commercial Platform
Knowledge Management
INTERNAL Feed-back / Dash-board (Advanced)
Tra
nsm
it
/ U
ploa
d
New
s
Cra
wle
r
Customer Profiling
Rating System
Ad Counting Billing
3rd Party Integration
Content Owner
Inge
st
Web based Collaborative
Smartphones / Tab Apps
Web Portal
FTA Programs web
Marketing
Publishing Engines
Web Publishing
3 Screen Social Network
Online Store
Payment
Ad Insert-ion
Media Asset Management
Con
tent
Del
iver
y
Fre
elan
ce
Con
trib
. or
UG
C
Web based Collaborative
EXTERNAL Dashboard Ad Agency
Content Delivery Content Delivery
Tra
nsm
it
/ U
ploa
d
Tra
nsm
it
/ U
ploa
d
Sample
Workflow (Complete)
Trial
Smart TV / FTA w/ Return Channel
Implementation Roadmap Stage 4
News Filtering Curatory Engine / Platform / Interface
Re-programming Re - purposing
Inte
grat
ion
Plat
fotm
Analytic Engine
Commercial Platform
Knowledge Management
INTERNAL Feed-back / Dash-board (Complete)
Tra
nsm
it
/ U
ploa
d
New
s
Cra
wle
r
Customer Profiling
Rating System
Ad Counting Billing
3rd Party Integration
Content Owner
Inge
st
Web based Collaborative
Smartphones / Tab Apps
Web Portal
Smart TV / FTA w/ Return Channel
FTA Programs web
Marketing
Publishing Engines
Web Publishing
3 Screen Social Network
Online Store Gaming AR & Other
Payment
Ad Insert-ion
Other Devices
Media Asset Management
Con
tent
Del
iver
y
Fre
elan
ce
Con
trib
. or
UG
C
Web based Collaborative
EXTERNAL Dashboard Ad Agency
Content Delivery Content Delivery
Tra
nsm
it
/ U
ploa
d
Tra
nsm
it
/ U
ploa
d
Sample
Workflow (Complete)
NET LAUNCH!
v 10-15 Desember : Print ad recruitment. Web & Viral In-Production & Ready some.
v January (full) : 4 Kota besar, Surabaya, Jogja, Bandung, Jakarta. = Tiap weekend test & interview. Activity menjaga momentum supaya ambient tetap terjaga
v February : pengumuman penerimaan. No more HR. Membuat activity.
v Feb – May : TBA
v 25 May : Big Launch. H-7 & H+7 membangun ambient full force. And launching multiplatform pertama.
November – December v Print ad & viral recruitment 10 Dec 2012
v Web & mobile flash ad viral first launch. 10 Dec 2012
v Viral youtube video ad. 10-15 Dec 2012
v Facebook Viral ad production & launching : production team, shooting, post & programming. 10-15 Dec 2012 launch.
v Recruitment Website & Mobile Launch.
PRINT CONCEPT
Print Ad v Recruitment for a “Game Changing Media” :
v “Media yang akan mengubah Indonesia”
v Rise !
v Bangkit !
v Membawa ambient : Revolusi, Perubahan, V for Vendetta, Provokatif. Art dan eksekusi harus terasa “activist made” tapi credible di mainstream.
v Link menuju viral website desktop & mobile. Login dengan email, facebook dan twitter.
MASA SELEKSIDECEMBER - JANUARY!
Web & Mobile
v Merupakan landing pertama dari setiap user yang melihat ad dan virals.
v Dimulai dengan media untuk memancing keterlibatan audience : Video mengenai revolusi media.
v login menggunakan e-mail, facebook , atau twitter. Login ini untuk mengumpulkan seluruh data dan kontak potential recruit, sekaligus setup sistem komunikasi via e-mail, facebook dan twitter. Di saat setelah launching , data bisa di-convert menjadi setting up content developer community.
BERBICARA MENGENAI MASA DEPAN MEDIA INDONESIA, CAUSE &
PERUBAHAN
JOB OPENING & QUIZZES
v Di saat user diminta submit, ada quiz kecil yang dipakai untuk menseleksi individu tertentu. Quiz ini berisi pertanyaan dengan jawaban simple yang hanya diketahui oleh individu dengan skill tertentu.
v Bagi yang bisa menjawab, maka resume-nya akan di-tag sebagai ‘Priority’, dengan kesempatan untuk diterima lebih besar. Sementara yang memilih tidak menjawab atau salah akan masuk ke queue normal.
MASA PENERIMAAN FEBRUARY!
WELCOMING THE NEW MEMBER OF THE REVOLUTION
MASA JEDA ANTARA PENERIMAAN & LAUNCHING
(FEBRUARY MAY)!
BERISI KONTEN VIRAL DAN SNEAK PREVIEW NET
BERISI KONTEN VIRAL DAN SNEAK PREVIEW NET
LIVE STREAMING LAUNCH MAY 25th!
IMMERSIVE MEDIA IMPLEMENTATION
LIBRARY OF LIVE EVENTS!
Video Platform Needs v Video Server Infrastructure & Data Centre for Stream
v Dedicated clear channel connection.
v Streaming Infrastructure & Post Integration
v Software Platform for streaming & future VOD
Human Resource Needed v Software Architect v System Analyst v Project Manager v System Engineer v Network Engineer v Senior Programmers v Junior Programmers v Lead Programmers v Web/UI Designers v Specialists Engineers
v Video/Media Compression
v Security / Encryption v Datamining - SEO v Social Media v Web Monetization
High Level Stages
IOS Devices
Web Portal
5 Month Plan For ‘Soft Launch’
Android Devices
IOS Devices
Web Portal
Android Devices
Man
ual
Upl
oad
Long Term Plan for The Complete Platform
white label cloud video platform
Team Recruitment Formation and Consolidation
System Requirement Gathering
1 - 2 Month 3 - 3.5 Month
System Development
6 - 8 Month
Alpha Testing
Cycle Stages (Features Upgrade)
2 3 Screen Demo 1 Recruitment Portal (Basic)
Login and Register
Bio/ Basic Profile
CV Upload
Select Job Posting
Simple Screening Test
Review and Notif.
Cloud Talent Management Platform
Welcome Video
High Level Platform ‘Complete’ Architecture Concept Draft
News Filtering Curatory Engine / Platform / Interface
Re-programming Re - purposing
Inte
grat
ion
Plat
fotm
Analytic Engine
Commercial Platform
Knowledge Management
INTERNAL Feed-back / Dash-board
Tra
nsm
it
/ U
ploa
d
New
s
Cra
wle
r
Customer Profiling
Rating System
Ad Counting Billing
3rd Party Integration
Content Owner
Inge
st
Web based Collaborative
Smartphones / Tab Apps
Web Portal
Smart TV / FTA w/ Return Channel
FTA Programs web
Marketing
Publishing Engines
Web Publishing
3 Screen Social Network
Online Store Gaming Others
Payment
Ad Insert-ion
Other Devices
Media Asset Management
Con
tent
Del
iver
y
Fre
elan
ce
Con
trib
. or
UG
C
Web based Collaborative
EXTERNAL Dashboard Ad Agency
Content Delivery Content Delivery
Tra
nsm
it
/ U
ploa
d
Tra
nsm
it
/ U
ploa
d
Sample
Workflow