q7 convergence
DESCRIPTION
TRANSCRIPT
rajnish-quest7
Quest 7.Com AS A CONVERGENCE POWERHOUSE
INTERNET/ RADIO /TV
SMS/ EVENTS
By Rajnish Narayanan
rajnish-quest7
Preamble
� Perspective of a media company
� New media initiatives required
� Assuming global convergence [no comment on time frame!]
� Content as a fore-runner to Broadband networks
� Cultural sensitivity - a magic ingredient
rajnish-quest7
Convergence
The ability of different network platforms to carry essentially different forms of services
or
The coming together of devices such as the telephone, TV,radio,internet,sms & events!
rajnish-quest7
Electronic Media & Entertainment
FilmMusic
EVENTS /
Entertainment
Radio
FM/Satellite
InternetCable
Content – [TV type]
Fiction,Non-fiction, News,Animation,etc.
Broadcasting -
Satellite/Terrestrial/DTH
rajnish-quest7
Types of Media
� Traditional MediaTelevision
Movies
Theatre
� New MediaInternet
� Emerging MediaRich streaming media
Personalization
rajnish-quest7
Nostradamus on Convergence!
� “Convergence, Interconnectivity, Broadband & Webcasting are the buzz-words of the 21st century”
� Broadband distribution must 1st arrive before any convergence benefits can be realized
� Till then the TV is well set to drive convergence at home as will the PC in the workplace
rajnish-quest7
Promises & Deliveries!
� Broadband access will make things economical (translated as cheap)
� Broadband will bring in interactivity
� The whole world will be wired to 3 million channels [promised early 1999!]
� Yes - for broad-casters. Subscribers still pay a costly tab
� Well yes, it has made Hotmail faster maybe chat too!
� My hometown is not fully wired!
rajnish-quest7
New Economy Paradoxes!
� No single backbone [long distance/national/ international broadband network] – several pockets of broadband enabled networks [Europe/Asia]
� No standardization of digital delivery formats –challenge - to evolve a cross platform format [currently standard content fare of Hollywood]
� Avalanche of content available from traditional and digital media houses – no internet takers!!
rajnish-quest7
Global Convergence Challenges!
� Buzz about iTV (Interactive Television) – yet to see interactive / digital content !
� Struggle to create the media convergence [telecom,broadcasting,satellite,internet, retailing – single services platform]
� The future technology = convergence of devices - net access through multiple devices
� The challenge of iTv = digital content
� WHAT IS THE CONTENT OF THE FUTURE TO BE SERVED ACROSS MEDIA,TELEPHONY AND DEVICES !
rajnish-quest7
Challenges !
1. To create content which is relevant for cross-platform / cross device
2. To keep the content and delivery charges to a subscriber economical
3. To still create a profitable business model
4. To partner / lead the community in realising / evolving this business
rajnish-quest7
Content Production a Strategic Convergence Tool
1. Communities and Commerce are built by a strategic deployment of Content
2. Quality – Creativity – Sustainability –Resource management – Technology –Talent – [bundling of competences!]
rajnish-quest7
.
� New media has overturned conventional
marketing theories on pricing!
� Challenge for producers to create cost effective programming
� content houses adept at quality: price ratio
� TV price points bearing on new media pricing
so what is the subscriber benefit?
rajnish-quest7
So what’s the Asia opportunity?
� Create applications/solutions/production for evolved markets [broadband networks arrived]
� Production back-end for scale-up & maintenance
� Focus on establishing world class creative / human element hubs for� Training
� Know-how [R&D/Prototyping]
rajnish-quest7
Profit Patterns - Convergence
� Industries where ‘supplier convergence’ is evident will find us a strong contender in the “battlefield”.
� Key success factor is to position “QUEST 7.com” at the center of this ‘high-tech high-ground’.
� Initially “bundle” with high and low ground services!
rajnish-quest7
Summary of our Offering
1. Low Cost manpower – technical hub
2. Low Cost production – creative hub
3. Low Cost of Operations – back-office
4. Highly skilled teams – for a project development & execution hub
5. Highly creative team – designer hub
6. ‘High delivery’ managers – for ‘project leading’ back-end solutions
rajnish-quest7
Back-offices in a borderless world!
Global Companies will soon have their marketing / clients in Malaysia; technology from anywhere and execution here etc
rajnish-quest7
Validation of Quest7 Powerhouse Ability – sectors & examples
rajnish-quest7
Opportunities in the making!
Broadcasters “Internet” services
InternetBroadcast
delivery
�
�
� �
� �
?
?
rajnish-quest7
Internet Radio
� 18 Billion US Broadcasting Radio Industry
� Lycos Radio / Yahoo $6.1 Bn / Viacom –Imagine Radio [startup] / Arbitron started ratings
� Microsoft & Real today use radio as a tool build player usage
� Chancellor 469 sites & 80 M audience – AM/FM Interactive – “miniportals”
� Live365.com used by 21000 webcasters
� Content Challenge – linear trad content to be overlayed with applications
� FACE – VOICE – THROAT [eyes ears feet]
rajnish-quest7
International mindset
“ Birds in flight, are not between places, they carry their places with them. We never wonder where they live: they are at home in the sky, in flight. Flight is their way of being in the world.”
rajnish-quest7
The ultimate challenge!
� The ultimate challenge is not just technology or production skills – it is understanding & harmonising culture!!
� Every culture has their own rhythm & “language”! Expectations of different cultures is now a social science that is a prerequisite for business conduct!!
rajnish-quest7
Managing Cultural Context
� Developing business = adept at cross cultural negotiations.
� Professionalism demands knowledge of each culture’s ethics; logic; language; compromise; etc. Affects data gathering styles; use of space & time; leadership; communication patterns; etc.
� multi-active to reactive key customers are linear-reactive
� Unique demands on content….
rajnish-quest7
Cultural situation – leverage for tech hub!
� Accept hierarchy - obligations/duties
� Strong work ethic esp. for own business
� Do not work by the clock!
� Nepotism is a way of life
� Responsive to eloquent, humble & respectful approach. Try to befriend the client!!
rajnish-quest7
Leveraging [2] !
� Repackage energetically to reach an agreement
� Communication patterns are courteous, adaptable, risk-taking.
� Go beyond the written word – operate on the basis of a relationship!
rajnish-quest7
Recommendation
“The more one knows the more one simplifies!!”
1. Build ways to develop cross-cultural business ties
2. Build processes that customise out put while simplifying the “back-end”continuously
3. Remember – even if it’s a factory demonstrate creativity!
rajnish-quest7
Let’s make this “powerhouse”concept fly !!
For information and ideas
rajnish-quest7
Perceptions > Reality ?!
I am an optimist,I am still hopeful – Kenneth Wong, CEO of Pop.com [content perspective]
� To be fair, it took ESPN 12 years to become profitable [distribution perspective]
� I am hopeful for miracle money!
� Television was 30 years old when ESPN was launched!