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cover story Lucy Küng One of the strengths of companies like Google, Amazon and Apple is that they are not constricted by past models, Küng says. Why was it Apple that managed to find a workable model for music downloads? Because they came from outside the music industry and could sidestep all the legacy assumptions that dogged the attempts of the major music groups. 14 EBR #3 2010
Murdoch was able to think around the dominant free TV paradigm and came up with an incredibly robust pay-TV model. a mass of strategically critical competencies relating to individual billing and charging. The media is still in mourning for the demise of the advertising-funded model, and hasn’t quite realized what it really needs to be doing. All that most media companies have right now is their control of this ethereal realm of creating content. That said, the media hold a tremendous card in their ability to manage this black art. It’s an expertise not so easily learned or acquired, since so much content relies on loose coalitions of freelancers that require know-how and connections to manage. What about the iPad as a bridge? Rupert Murdoch seems to think it could save the traditional print businesses. Murdoch is trying through sheer force of will to influence the emerging business model for newspapers, which are caught in a vice between falling per copy sales, the migration of classified advertising to the web, and an oversupply of news on the web. I believe Murdoch’s response to the iPad is driven by two things: a huge emotional attachment to the newspaper industry; and the fact that his broadcast networks have mastered pay-tv business models to a degree no other organization has managed. Look at just about any pay-tv platform in Europe, and they are all clones of Murdoch’s Sky – in most cases rather imperfect clones. MURDOCH SIMPLY DOESN’T accept that News International’s content should be available free on the internet. I guess his hope is that if the iPad becomes as popular as the iPhone this will provide a mass-market platform for selling newspaper content, as the iPad offers two new revenue sources: subscription and paying for the app. However Enders Analysis in the uk has estimated that even if newspapers migrate every print reader to paying online, they will still make large losses. Annual income per paywall subscriber on thetimes.co.uk and wsj.com is just a quarter of the income the company gets from subscribers to the papers’ print editions. Switching off the presses, after a hypothetical future print-to-digital tipping point, might save newspapers 25 percent of their total costs, but this is not enough to make up the gap from the smaller online income. Even adding iPad income to web paywall revenue would only total half the income newspapers are currently making from print. Murdoch was able to think around the dominant free tv paradigm and come up with an incredibly robust pay-tv model. This has many interesting dimensions, such as prioritizing technology over content, understanding the power of killer content to drive uptake, and giving away hardware REVENUE LOSS – EVEN FASTER THAN EXPECTED Projected 2009 Actual 2009 Internet access TV subscriptions and license fees Internet advertising Filmed entertainment Video games Consumer and educational books Recorded music Radio TV advertising Business-to-business Consumer magazine publishing Newspaper publishing Out-of-home -15 -10 -5 0 5 10 % Growth Most traditional media outlets lost revenue even faster than expected in 2009, according to PricewaterhouseCoopers, with radio, newspapers, consumer magazines and out-of-home advertising suff ering the most. Meanwhile, most digital media categories grew faster than predicted, highlighted by an unexpected 4 percent rise in internet advertising. Source: PriceWaterhouseCoopers EBR #3 2010 15
Page 1 and 2: USD 25 • EUR 20 • JPY 2,300 Eri
Page 4 and 5: contents 4 EBR #3 2010 Ericsson ERI
Page 6 and 7: photo Jann Lipka 6 EBR #3 2010
Page 8 and 9: details JUST ONE QUESTION ...to Sam
Page 10 and 11: cover story Lucy Küng Basic facts
Page 12 and 13: The media and telecom industries ar
Page 16 and 17: Essentially, nobody paid attention
Page 18 and 19: details Femtocells overtake macroce
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Page 22 and 23: THEME »» connecting machines »»
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Page 30 and 31: THEME «« connecting machines ««
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Page 40 and 41: THEME »» why we need them now »
Page 44 and 45: Xperia X10 Xperia X10 mini pro Th
Page 46 and 47: strategy broadband Australia Popula
Page 48 and 49: details Attention grabber Facing co
Page 50 and 51: management how to share with a comp
Page 52 and 53: management how to share with a comp
Page 54 and 55: the future of devices strategy The
Page 56 and 57: the future of devices strategy Birt
Page 58 and 59: � Send your contribution to the e
Page 60 and 61: � Send your contribution to the e
Page 62 and 63: details 8 ▶ … OF 10 SPOTS occup
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executive summary »»» 64 EBR #3
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executive summary »»» 66 EBR #3
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Välj. No one fl ies to Scandinavia
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