Internet Brings the

Power to the People

Merging Media & Mobile Advertising

Session 1- Individual Report by Borislav Kiprin (IE MDMK10)

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We used to be like that…

Our music consumption
was delivered by the:
• TV
•Radio
• Tapes
• Vinyl

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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We used to be like that…

Our news consumption

was delivered by
• TV
• Radio
• Newspapers
• Magazines

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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We used to be like that…

 Our movie consumption
was delivered by the TV,
cinemas and video
cassettes

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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We used to be like that…

We took a note of what‟s around us using a

notepads, dad‟s film cameras, John‟s
newspaper or granny„s phone…

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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We used to be like that…

Point of Consumption Requirements
We were at home
Equipment - TV
set, Radio Set,
a
At work Electricity
couch/armchai
r/beer/junk
food…
At school

At a friend‟s house

At a bar

Newsstan
Antenna
d nearby

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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We used to be like that…

Content & Advertisement We were
 Was pushed to us  Filming

 Chosen for us  Scathing

 The short head was served  Writing

 We lived offline  Broadcasting

 We were doing one, max  Listening

two things in the same time

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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The user listened….

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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Now we are more like…
Virtually all information can be accessed, researched, purchased and in
some cases consumed online…

News
And so
much Video
more

Travel Music

Portals
Socialize Shopping

Dating Research

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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Video on Demand

 You want video? - You got

video.

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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Music on Demand

 You want music? – You got

music… And you don‟t have
to leave the apartment

The music industry still struggles to find the right business model, but
consumption has grown tremendously and 95% is downloaded illegally…

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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News on Demand

 You want news? – You got news…

Tailored to your interests news…
Late „08 Rupert Murdoch said that all
News Corp. media will be made available
online for a access fee basis.

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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Now we are more like…

Point of Consumption Requirements

At
At a bar grandfath
er's porch
At a
In the
friend‟s
field
house
Equipment :
Computer/
Handheld/
At the bus Internet
At school Console…
station Access

All Electricity

At work Can On the

Plane
Do!

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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Where we are…
Content & Advertisement Now we …
 Google things
 We appreciate the long tails  Twitter thoughts
as much as the short head

 We are pulled to content

 Facebook friends

 We share, collaborate and  YouTube phone captures

cooperate
 Skype mom & dad
 We live online just as much as
we live offline  Flickr our photos
 We multitask  Digg/Reddit web spaces

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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Britain now

If we have to make a cloud of Britain‟s contemporary life , the word “Digital” will be the biggest tag…

Unfortunately, the rest of the world is to travel a lot to reach this level…

Source: Digital Britain report: business reactions

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009
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The user talks….

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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But what the future holds?...

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009
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Pronunciation
Rhymes: -ɛnd
Noun
Singular
trend
Plural
trends

trend (plural trends)

An inclination in a particular direction The trend of stock-
market prices is generally upwards.
A tendency There is a trend, these days, for people in films
not to smoke.

A fad or fashion style

(mathematics) A line drawn on a graph that approximates
the trend of a number of disparate points
Source: www.wikipedia.com

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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4 + 2 Things to Keep an Eye on

Now

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

 And an eye on this one… 20

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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Will it really be like this?

Will we trade the real life feel

and touch for the virtual one?
In “Demolition Man” Sly was not ready, but Sandra Bullock was…

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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Or more like that?

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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And we will most

likely be like…

Technology

• Handheld

• All around compatibility

• Interactive

• Multi-purpose & multi-use

10/12/2009
Borislav Kiprin - IE MDMK2010- Emerging Media &
Mobile Advertising
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And we will most

likely be like…

Wi-Fi here, there… It is everywhere

Source: www.websiteoptimization.com

10/12/2009
Borislav Kiprin - IE MDMK2010- Emerging Media &
Mobile Advertising
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And we will most

likely be like…

Virtual ID

A single point of access (login

details) for the whole web
space…

10/12/2009
Borislav Kiprin - IE MDMK2010- Emerging Media &
Mobile Advertising
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And we will most

likely be like…
Streamlined Conversations
Platforms

• Languages won‟t matter

• Places won‟t matter

• The user is the social object

10/12/2009
Borislav Kiprin - IE MDMK2010- Emerging Media &
Mobile Advertising
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And we will most likely be like…

Traditional Media will be… Media Platforms
 One that the user can  Mega syndicated news
interact with portals

 The user is the prosumer  100% Digital platform

 Optimized formats for  Customization

content delivery
 Personalization
 Live news serving
 Optimization

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

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The user delivers,

optimizes, personalizes,
customizes &
consumes….

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009

Tags we should keep an eye on in the near future…. 29

Source: Digital Standards Organization

Borislav Kiprin - IE MDMK2010- Emerging Media & Mobile Advertising 10/12/2009