IBM has released a new study "Navigating the Media Divide: Innovating and Enabling New Business Models" according to a recent AdWeek article. The 35 page report developed by IBM's Institute for Business Value is available as a PDF on IBM's web site.
The report focuses on what they call the media divide between content owners and content distributors, certainly an interesting topic given the recent public conflict we've seen between YouTube and a number of traditional content developers like Viacom.
The results of the study led to predictions of four diverging business models through 2010. The models are:
- Traditional Media - "walled conditional access with dedicated devices"
- Walled communities - "distribution of niche and user generated content with conditional access through dedicated devices"
- Content hyper-syndication- "professionally produced content available through open and portable channels"
- New platform aggregation - "User generated content and an open distibution platform"
Page 11 of the report has a nice visual representation using our favorite 4 box strategic overview for each of these models with content source on the y axis ranging from user/community contribution to produced by professionals and on the y axis distribution and device platforms from proprietary to open.
Among the drivers for this content innovation according to the study are the growth of high speed access (both mobile and fixed), new device adoption, evolving regulations and new consumer behavior.
The analysis led to the following recommendations for media companies
- Put consumers at the center of your business
- Convert consumer data into competitive advantage
- Give controal to get share
- Deliver experiences, not content
- Leverage virtual worlds
- Innovate business models
- Invest in interatctive, measurable advertising serrvices and platforms
- Redefine partnerships, while mitigating fallout
- Shift investments from traditional business to new models
- Create a flexible design
Each of these are further expanded on in the study.