电子商务英文版课件ec13--ch10-accessible.pptx

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+F7Learning Objectives10.1 Understand the major trends in the consumption of media and online

2、 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 entertainment industry.Cord Cutters and Cord Sha

3、vers:The Emerging Internet Broadcast System(I B S)Class Discussion Do 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?What are the advantages of watching traditional television over watching

4、online T V and films?Trends in Online Content(1 of 2)Mobile platform accelerates the transition to digital content Distributors become significant players in content production business Continued growth of online video and music E-book sales growth slows Digital music sales top physical sales Consol

5、e games flatten as mobile games soarTrends in Online Content(2 of 2)Four Internet titans compete for ownership of online content ecosystem:Apple,Google,Amazon,and Facebook Netflix the largest consumer of bandwidth Cloud storage serves huge market for mobile device content F C C issues new net neutra

6、lity rules Time spent with digital media exceeds time spent with televisionContent Audience and Market Average American adult spends 4,300 hrs/yr consuming various media 2015 U.S.entertainment and media revenues(online and offline):$262 billion 50%U.S.population watches T V online Desktop and mobile

7、 use:5.7 hrs/day 80%television users multitaskFigure 10.1 Annual Media ConsumptionInsight 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

8、 fit stereotypes about them?Why are Millennials so sought after by advertisers?Do you self-identify as a Millennial?Why or why not?Internet and Traditional Media Cannibalization plementary Does time on Internet reduce time spent with other media?Massive shift of audience to Web,tablets,smartphones T

9、elevision viewing,music consumption remains strong,reading has increased Impact of Internet:Increase in total demand for media,including traditional products like books Physical products replaced by digitalFigure 10.2 Media Revenues by ChannelDigital Content Revenue Models Online content delivery re

10、venue models Subscription A la carte Advertising supported(free/freemium)Free content can drive users to paid content Users increasingly paying for high-quality,unique contentFigure 10.3 Online Content Consumption 2015Free or Fee Early years:Internet audience expected free content but willing to acc

11、ept advertising Early content was low quality With advent of high-quality content,fee models successful iTunes Millions of users buy from legal music sites YouTube cooperating with Hollywood and New York film production studiosDigital Rights Management(D R M)Technical and legal means to protect digi

12、tal content from unlimited reproduction and distribution D R M hardware and software encrypts content Streaming content Difficult to copy Walled gardenMedia Industry Structure Three separate segments Print Movies Music Each dominated by few key players with little crossover Transmission industry hig

13、hly oligopolistic Two dominant players in each distribution market A T&Tand Verizon;Comcast and Time WarnerMedia Convergence Technological convergence Hybrid devices Content convergence Three aspects:Design,production,distribution New tools for digital editing and processing Industry convergence Mer

14、ger of media enterprises into firms that create and cross-market content on different platformsFigure 10.5 Convergence and the Transformation of Content:BooksOnline Publishing Industry$93 billion based originally in print,moving rapidly to Internet Three segments Online newspapers E-books Online mag

15、azinesOnline Newspapers Most troubled segment of publishing industry Revenues shrunk from$60 billion in 2002 to about$30 billion in 2015 Four factors in decline Growth of Web,mobile devices as alternative medium Alternative digital sources for news Failure to develop suitable new business models Ris

16、e of social media and role of directing traffic to newspaper contentFigure 10.6 Newspaper Revenues 19802015Figure 10.7 Online Newspaper Models 1995-2016Online Newspaper Industry:Strengths and Challenges Strength:Newspaper audience size and growth Challenge:Digital ad revenue Strength:Content is king

17、 Challenge:Finding a revenue model Challenge:Growth of pure digital competitors Challenge:Can newspapers survive digital disruptionInsight on Business:Vox:Native Digital News Class discussion:How do you read news online?Which sites do you prefer,and why?Have you visited any Vox sites?How are all dig

18、ital news sites changing journalism?What unique qualities have made Vox Media be seen as the future of digital news publishing?Magazines Rebound Physical magazine circulation falls after 2001 Exception is special interest magazines Digital replica magazines Ad revenue growing Total audience size inc

19、reasing Popular websites drive traffic to online magazines The New Yorker Today app iPad Subscription Service Magazine aggregatorsE-Books and Online Publishing E-book sales have exploded in recent years$7.6 billion in 2016 26%of all consumer book sales New channel for self-publishing authors Hugh Ho

20、weys Wool(2013)Major publishers still dominant source of book content While some large bookstore chains have disappeared,small independent bookstores have grown 27%since 2009.Amazon and Apple:The New Digital Media Ecosystems E-book hardware,software,combined with online megastores Amazon Kindle:Link

21、ed to Amazon store and cloud storage Apple iPad:Multipurpose tablet,linked to Apple stores Authors able to bypass traditional agent,publisher channelsE-Book Business Models E-book industry composition Intermediary retailers(booksellers),traditional publishers,technology developers,device makers(e-re

22、aders),vanity presses Wholesale model Retailers pay wholesale price and establish retail price Agency model Distributor as agent must charge publishers retail price Apple and book publisher price-fixing Amazon vs.HachetteChallenges of E-Book Platform Control over pricing Amazon controls largest mark

23、et share for e-books Amazons own book publishing brand Further evolution of digital distribution platform Kindle Unlimited subscription service Digital marketplace exchanges for peer sharing of digital files Converging technologies Interactive books,iBook Author,iBook TextbooksFigure 10.12 E-Book Sa

24、lesOnline Entertainment Industry(1 of 2)Four traditional players,one newcomer Television Radio broadcasting Hollywood films Music Games(new arrival)Online Entertainment Industry(2 of 2)Internet is transforming industry:Mobile devices Social networks featuring video streaming Download and streaming s

25、ervices Growth in broadband access Closed streaming platforms reduce need for D R M Emergence of very large-scale,integrated technology media companies Amazon,Google,Apple,and NetflixFigure 10.14 Projected Growth in Online EntertainmentTelevision Transition to new Internet delivery platforms Streami

26、ng and downloading services O T T:Over-the-top(Internet)delivery Mobile platform Binge watching vs.linear T V Social T V F C C sproposed“open set top box plan”Social network influences Uncertain future for cable T V growthFeature-Length Movies Hollywood maintaining control of content creation,delive

27、ry,and revenue D V D s,rental D V D s Electronic Sell Through(E S T)downloading movies Subscription streaming Video On Demand(V O D)Challenges Digital formats produce less revenue than physical Pressure to change release windows Growing strength of online movie distributors like Netflix Sites stream

28、ing or providing downloads of pirated contentFigure 10.17 Major Online Movie DistributorsInsight on Technology:Hollywood and the Internet:Lets Cut a Deal Class Discussion What challenges has the Internet posed to traditional Hollywood movie distribution?What is the biggest challenge?Can Internet dis

29、tribution work with the“release window”strategy?Do you think Hollywood is doing a better job of protecting its content than the music industry?What is the most realistic and profitable path forward for the Hollywood film industry?Music Most disrupted of content industries Move from physical to digit

30、al product Distributor market dominated by Apples iTunes Digital revenues:70%of all revenues Two types of digital music services Streaming subscription services(Internet radio)Digital download(download to own)Increasingly uses cloud storage 33%of all digital music industry revenueFigure 10.18 U.S.Music Revenues:Digital Vs.PhysicalGames Online gaming has had explosive growth Pokemon GO Mobile platform Types of digital gamers Casual Social Mobilefastest growing market Massively multiplayer online(M M O)Console Business models in flux E-sports,Twitch.tvFigure 10.21 Online Gaming Audience