电子商务英文版课件ec13-ch10-accessible

1、E-Commerce 2017: Business. Technology. Society.Thirteenth EditionChapter 10Online Content and MediaSlides in this presentation contain hyperlinks. JAWS users should be able to get a list of links by using INSERT+F7E-Commerce 2017: Business. TecLearning Objectives10.1 Understand the major trends in t

2、he consumption of media and online content, the major revenue models for digital content delivery, digital rights management, and the concept of media convergence.10.2 Understand the key factors affecting the online publishing industry.10.3 Understand the key factors affecting the online entertainme

3、nt industry.Learning Objectives10.1 UndersCord Cutters and Cord Shavers: The Emerging Internet Broadcast System (I B S)Class DiscussionDo you subscribe to any online video streaming services? If so, which ones?What sites have given you the best overall viewing or entertainment experience, and why?Wh

4、at are the advantages of watching traditional television over watching online T V and films?Cord Cutters and Cord Shavers:Trends in Online Content (1 of 2)Mobile platform accelerates the transition to digital contentDistributors become significant players in content production businessContinued grow

5、th of online video and musicE-book sales growth slowsDigital music sales top physical salesConsole games flatten as mobile games soarTrends in Online Content (1 ofTrends in Online Content (2 of 2)Four Internet titans compete for ownership of online content ecosystem: Apple, Google, Amazon, and Faceb

6、ookNetflix the largest consumer of bandwidthCloud storage serves huge market for mobile device contentF C C issues new net neutrality rulesTime spent with digital media exceeds time spent with televisionTrends in Online Content (2 ofContent Audience and MarketAverage American adult spends 4,300 hrs/

7、yr consuming various media2015 U.S. entertainment and media revenues (online and offline): $262 billion50% U.S. population watches T V onlineDesktop and mobile use: 5.7 hrs/day80% television users multitaskContent Audience and MarketAveFigure 10.1 Annual Media ConsumptionFigure 10.1 Annual Media Con

8、suInsight on Society: Are Millennials Really All That Different?Class discussion:What are some of the defining socioeconomic and behavioral patterns of Millennials?In what ways does the hard evidence about Millennials not fit stereotypes about them?Why are Millennials so sought after by advertisers?

9、Do you self-identify as a Millennial? Why or why not?Insight on Society: Are MillenInternet and Traditional MediaCannibalization vs. complementaryDoes time on Internet reduce time spent with other media?Massive shift of audience to Web, tablets, smartphonesTelevision viewing, music consumption remai

10、ns strong, reading has increasedImpact of Internet:Increase in total demand for media, including traditional products like booksPhysical products replaced by digitalInternet and Traditional MediaFigure 10.2 Media Revenues by ChannelFigure 10.2 Media Revenues by Digital Content Revenue ModelsOnline c

11、ontent delivery revenue modelsSubscriptionA la carteAdvertising supported (free/freemium)Free content can drive users to paid contentUsers increasingly paying for high-quality, unique contentDigital Content Revenue ModelsFigure 10.3 Online Content Consumption 2015Figure 10.3 Online Content ConFree o

12、r FeeEarly years: Internet audience expected free content but willing to accept advertisingEarly content was low qualityWith advent of high-quality content, fee models successfuliTunesMillions of users buy from legal music sitesYouTube cooperating with Hollywood and New York film production studiosF

13、ree or FeeEarly years: InternDigital Rights Management (D R M)Technical and legal means to protect digital content from unlimited reproduction and distributionD R M hardware and software encrypts contentStreaming contentDifficult to copyWalled gardenDigital Rights Management (D RMedia Industry Struc

14、tureThree separate segmentsPrintMoviesMusicEach dominated by few key players with little crossoverTransmission industry highly oligopolisticTwo dominant players in each distribution marketA T & Tand Verizon; Comcast and Time WarnerMedia Industry StructureThree Media ConvergenceTechnological converge

15、nceHybrid devicesContent convergenceThree aspects: Design, production, distributionNew tools for digital editing and processingIndustry convergenceMerger of media enterprises into firms that create and cross-market content on different platformsMedia ConvergenceTechnologicalFigure 10.5 Convergence a

16、nd the Transformation of Content: BooksFigure 10.5 Convergence and thOnline Publishing Industry$93 billion based originally in print, moving rapidly to InternetThree segmentsOnline newspapersE-booksOnline magazinesOnline Publishing Industry$93 Online NewspapersMost troubled segment of publishing ind

17、ustryRevenues shrunk from $60 billion in 2002 to about $30 billion in 2015Four factors in declineGrowth of Web, mobile devices as alternative mediumAlternative digital sources for newsFailure to develop suitable new business modelsRise of social media and role of directing traffic to newspaper conte

18、ntOnline NewspapersMost troubledFigure 10.6 Newspaper Revenues 19802015Figure 10.6 Newspaper RevenuesFigure 10.7 Online Newspaper Models 1995-2016Figure 10.7 Online Newspaper MOnline Newspaper Industry: Strengths and ChallengesStrength: Newspaper audience size and growthChallenge: Digital ad revenue

19、Strength: Content is kingChallenge: Finding a revenue modelChallenge: Growth of pure digital competitorsChallenge: Can newspapers survive digital disruptionOnline Newspaper Industry: StrInsight on Business: Vox: Native Digital NewsClass discussion:How do you read news online? Which sites do you pref

20、er, and why? Have you visited any Vox sites?How are all digital news sites changing journalism?What unique qualities have made Vox Media be seen as the future of digital news publishing?Insight on Business: Vox: NatiMagazines ReboundPhysical magazine circulation falls after 2001Exception is special

21、interest magazinesDigital replica magazinesAd revenue growingTotal audience size increasingPopular websites drive traffic to online magazinesThe New Yorker Today appiPad Subscription ServiceMagazine aggregatorsMagazines ReboundPhysical magaE-Books and Online PublishingE-book sales have exploded in r

22、ecent years$7.6 billion in 201626% of all consumer book salesNew channel for self-publishing authorsHugh Howeys Wool (2013)Major publishers still dominant source of book contentWhile some large bookstore chains have disappeared, small independent bookstores have grown 27% since 2009.E-Books and Onli

23、ne PublishingEAmazon and Apple: The New Digital Media EcosystemsE-book hardware, software, combined with online megastoresAmazon Kindle: Linked to Amazon store and cloud storageApple iPad: Multipurpose tablet, linked to Apple storesAuthors able to bypass traditional agent, publisher channelsAmazon a

24、nd Apple: The New DigiE-Book Business ModelsE-book industry compositionIntermediary retailers (booksellers), traditional publishers, technology developers, device makers (e-readers), vanity pressesWholesale modelRetailers pay wholesale price and establish retail priceAgency modelDistributor as agent

25、 must charge publishers retail priceApple and book publisher price-fixingAmazon vs. HachetteE-Book Business ModelsE-book iChallenges of E-Book PlatformControl over pricingAmazon controls largest market share for e-booksAmazons own book publishing brandFurther evolution of digital distribution platfo

26、rmKindle Unlimited subscription serviceDigital marketplace exchanges for peer sharing of digital filesConverging technologiesInteractive books, iBook Author, iBook TextbooksChallenges of E-Book PlatformCFigure 10.12 E-Book SalesFigure 10.12 E-Book SalesOnline Entertainment Industry (1 of 2)Four trad

27、itional players, one newcomerTelevisionRadio broadcastingHollywood filmsMusicGames (new arrival)Online Entertainment Industry Online Entertainment Industry (2 of 2)Internet is transforming industry:Mobile devicesSocial networks featuring video streamingDownload and streaming servicesGrowth in broadb

28、and accessClosed streaming platforms reduce need for D R MEmergence of very large-scale, integrated technology media companies Amazon, Google, Apple, and NetflixOnline Entertainment Industry Figure 10.14 Projected Growth in Online EntertainmentFigure 10.14 Projected Growth TelevisionTransition to ne

29、w Internet delivery platformsStreaming and downloading servicesO T T: Over-the-top (Internet) deliveryMobile platformBinge watching vs. linear T VSocial T VF C C sproposed “open set top box plan”Social network influencesUncertain future for cable T V growthTelevisionTransition to new InFeature-Lengt

30、h MoviesHollywood maintaining control of content creation, delivery, and revenueD V D s, rental D V D sElectronic Sell Through (E S T) downloading moviesSubscription streamingVideo On Demand (V O D)ChallengesDigital formats produce less revenue than physicalPressure to change release windowsGrowing

31、strength of online movie distributors like NetflixSites streaming or providing downloads of pirated contentFeature-Length MoviesHollywoodFigure 10.17 Major Online Movie DistributorsFigure 10.17 Major Online MoviInsight on Technology: Hollywood and the Internet: Lets Cut a DealClass DiscussionWhat challenges has the Internet posed to traditional Hollywood movie distribution? What is the biggest challenge?Can Int