Digital Winners 2013: Morten holst final
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What kind of impact will mobile
internet have on my business? Focus on the media industry change the last 10 years and the
challenges going forward.
Morten Holst
CMDigital AS
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What will change?
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Change is good(?!)
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The media industry need to reinvent itself
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Most industries need to reinvent itself
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-Really!
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Can it be so hard?
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Space is big. You just won't believe how
vastly, hugely, mind- bogglingly big it is.
I mean, you may think it's a long way
down the road to the chemist's, but
that's just peanuts to space. Douglas Adams, The hitchhiker’s Guide to the Galaxy
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Trying to create new business and new
revenues is not really reinventing yourself
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Two inventions with mind-bogglingly impact
has just hit the humanity…
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Mobile is big. You just won't believe how
vastly, hugely, mind- bogglingly big it is.
I mean, you may think online news is
hard to cope with, but that's just peanuts
to mobile.
Inspired by Douglas Adams
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Consumer power
User driven distribution
User generated
Out of control
Personal and relevant
your
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Two inventions with a #&@@$€%# impact
when combined!
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+ =
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It’s only just
started?
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Almost impossible.
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Human beings, who are almost
unique in having the ability to learn
from the experience of others, are
also remarkable for their apparent
disinclination to do so.
Douglas Adams, "Last Chance to See"
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1999 2012
2000 2001 2002 2003 2004 2007
TV2 1997 til 2012
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TV 2 Film
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We knew ten years in advance:
• Mobile video
• User generated content
• Time-shift
• Right owners bypassing the broadcasters
• Movement towards niches
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Old winners fail…
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Always
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Sorry!
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Why?
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Even more problems…
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It is a mistake to think
you can solve any major
problems just with
potatoes.
Douglas Adams
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Oh, and then we want readers to pay…
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Some great opportunities:
• Much cheaper to build new solutions
• Much faster to go from idea to product rollout
• The infrastructure you need is already there
• Users ready to embrace new solutions that solves digital
needs
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The tools is just waiting
for your initiative • Smartphone penetration
• Mobile bandwidth
• Data traffic pricing
• Payment
• ID-solutions
• Sharing and distribution
• Personalization systems
• Mobile and digital user habits
• Social servises
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The major difference between a thing that might go
wrong and a thing that cannot possibly go wrong is
that when a thing that cannot possibly go wrong goes
wrong it usually turns out to be impossible to get at or
repair.
Douglas Adams, Mostly Harmless
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