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In this emerging multi screen world - who controls who?

£35.00 seemed reasonable to hear about technology convergence development between TV, devices and social media. I knew the audience would be primarily drawn from the tech development sector, as it was held at Innovation Warehouse in Smithfield, London, a new digital start up hub. I did not recognise any TV people that I know. Tony Fish of MashUp* did a good job playing Devils Advocate.

The Speakers were:

Anthony Rose - Co-Founder and COO of Zeebox - www.zeebox.com

Anthony was previously responsible for iPlayer development for the BBC and worked on the YouView project. The development and broadcasting community is keen to see what he comes up with. He has spoken at various conferences this year, and I was pleased to meet him and hear about his work. Anthony's business is due to launch an innovative service this autumn. The free zeebox app automatically syncs your iPad, phone or computer with your TV, shares your viewing and shows you what your friends are watching in real time. You can connect and chat around any TV programme, interact with live shows and get more info about any person, thing or topic on air. You can even buy anything on screen with a single click. We call this "augmented TV".

David Bloom - Commercial Director of IP Vision - www.ipvision-uk.tv

Owners of Fetchtv.com, www.fetchtv.co.uk. An additional set top box offering consumers on demand options, BBC iPlayer access and distribution of some Sky services.

Tom Weiss - CEO of TV Genius

A TV recommendation engine, a personalised, digital TV/Radio times

The discussion was about who owns who in a multi device world. First run broadcast material (also plus channels and first re-runs), remains a very valuable commodity, with TV audiences ever stronger. Broadcasters are firmly in control of TV screens. But who owns who on second devices, tablets, mobiles etc? Again, so long as the rights are in place, and the distribution deals are well negotiated, I cannot see how content owners cannot win out on time shifted viewing and personal scheduling of their content. But others, like all the Panel member companies, will build up subscription revenue streams from their new services, maybe ad revenue too, particularly as social ad revenue grows, but others like FaceBook, Google +, Twitter etc will do well here.

I'm sure that Advertisers and their Agencies are reassessing engagement during ad breaks now that some consumers are multi tasking with tablets and mobiles at the same time. Consumers are savvy about fast forwarding through recorded content. I would seriously look at reducing ad minutage/sponsorship idents in prime time, recoup losses by increasing prices, and create even more relevant ad breaks for consumers to engage with, plus work on new innovative interactive options for Advertisers on 2nd screens.

It is more than 10 years since digital TV launched in the UK, and my service provider, Sky EPG is looking rather dated. In my house, with big sports fans, Sky is essential. The SkyPlus service was a step forward, but has not kept up with consumer demand, for example limitations on watching a third programme whilst 2 others are being recorded on the living room TV, and woe betide the person who deletes an item to make space to record what they want to view, as storage is limited! So loads of room for improvement, which might come from Broadcasters, after all it was the BBC who brought us the iPlayer, and Sky that has brought so much innovation over the past 20 years, or perhaps it will be that new Broadcaster, Google?

The discussion touched on Google's intention to move their tanks further from the digital market (13% share of global advertising 2011), into the 46% share of global advertising that TV currently enjoys (source Carat). Google are extending their assets further with the recent launch of User friendly Google+, their social product. Search was not considered to be a suitable tool for finding content, as consumers are more likely to be put off by not finding what they want, hence the development of services like ZeeBox, but I'm sure that Google is working on something similar.

Tess Alps, CEO of ThinkBox, the central marketing body for commercial TV in the UK, is right to be wary of "Greeks bearing gifts" with regard to her recent open letter to Eric Schmidt CEO of Google, http://bit.ly/nAxEjV. From no fault of their own, except their superior technical genius, Google does tend to marginalise partners. I once worked for Ask.com, then Google's largest global search partner, later on trumped by AOL. Both partner organisations now have a much smaller share of their respective markets, but still revenue growth through their Google partnerships. Google have signalled their intention to become a original content producer, (they are already a Broadcaster via YouTube). They have the expertise to design access tools to update the entire ecosystem, that's if innovators like ZeeBox and others are not run away successes first.

The latest TV Wall technology was mentioned, as this was unveiled at IBC in Amsterdam recently. It's certainly created quite a buzz.

IBC: Wall-sized displays suggest higher-def TV

I don't think there were any conclusions drawn from the event, but I enjoyed the discussion about existing and upcoming disruption, and hope that they follow this up in a few months time.

“Understanding Social Marketing”

I attended a presentation on social marketing, featuring:

  • Comufy, a enterprise social marketing business that I have advised,
  • Agillic, a technology company, (previously unknown to me) providing marketing communication tools to reach consumers across multiple online & offline channels
  • eConsultancy, the Online research business.

There seemed to be a lot of Brand Marketers and Agencies in the audience. Last week I was involved in a discussion with a senior digital manager from the Greater London Authority, so I wondered if anyone from the public sector was invited along today. Post the summer riots, significant consideration of social marketing issues is underway in the public sector, and it would be great for them to find out about companies like Comufy, Agillic and others, and to consider their tools as part of their social communications strategy. Great opportunities exist in the public sector too for social marketing tech businesses.

First off, Jake Hird of eConsultancy set the scene with research, followed by Phil Mohr CEO of Comufy, and then Turlough Martin, MD Agillic.

Social Marketing offers 3 things:

  • A Listening Platform
  • Interaction
  • A Sales Channel

All of this provides data. Data is the new oil, but to be put to good use it needs refining and to be processed, and for that to happen you need businesses like Comufy and Agillic. These two companies are collaborating by combining Comufy’s targeted social marketing tools into Agillic’s data rich streams from multiple channels. Comufy requires consumers to opt in just once, to allow brands to communicate personally with them on a broadcast, segmented, but importantly an individual targeted relevant basis, offering dynamic content and incentives like prize draws, VIP Clubs, discounts etc., from brands in return. It provides trackable links so ROI is easily available, and it allows for e-commerce prompts for abandoned baskets and reminders on interested items.

It also provides a rich stream of customer data back to Marketers, from the information supplied by users via their Facebook and other profiles. Agillic have offered a free trial for Marketers, to test out the Agillic Online services for up selling and cross selling. The end game is a dashboard joining all interactive channels together, both online and offline, with fast communication of consumer feedback across all interested data points up to reaction to stock prices. Ambitious perhaps, given how many companies and organisations still do not integrate social information, but at the other end of the spectrum sophisticated consumers expect marketers to join up the dots and ensure that all their consumer communications are relevant and targeted today. In the bar afterwards, this was certainly the view of Agency people I talked to, from their brand clients. Innovation means staying close to customer feedback.

In the Q & A, issues of security arose. With so much data going through one system, this is an area of great sensitivity, with some financial businesses regarding social data not to be compliant with their “risk” code. Upcoming change in EU cookie legislation was also discussed, with mixed views of whether this would have a negative impact or not. Consensus from the discussion yesterday is that there is time to consider this, as it is over a year until this change will take place. However, a participant working on this, recommended careful consideration of T’s & C’s now to avoid problems down the line. Lovely to see Claire Paterson, Managing Partner of Proximity London, a former colleague, at this event.

The Preview Theatre at The Charlotte Street Hotel is a great venue. I’m sure they will sort out the technical hitches that occurred, and I look forward to going back there again.

Launch 48 held a fantastic conference in June this year in London. I highly recommend it next year, a mini Ted in London, a big picture view of new trends.

I attended the first of 2 days, and I am delighted that they have posted up the videos of the event today, so that I can catch up on missing presentations.

Of the sessions I did attend I can recommend Rory Sutherland of Ogilvy, Parag Khanna, and Stephen Shakespeare

http://launch48.com/videos/

.foxnetworks.com 21st Century Growth Ad Monsters Adaptly.com adconion Agillic amazon andiamo.io AOL apps aQuantive Ask.com astia.org BallouPR BBC Online behavioural science Bladerston Capital blog-ola Bloggers blogosphere BookingBug.com Bootlaw Brainient Brandcast Media BraveNewTalent.com BSkyB buddy.com Channel 4 Charlotte Street Hotel Ciklum City Am Claire Paterson COADEC Codility CognitiveMatch com comscore inc Comufy comufy.com Cowboy Ventures customers David Cameron digital Digital London digital marketing digital revolution dot.com bubble Doubleclick Dreamstake.net e-commerce Eagle Eye Ebay Email Eric Schmidt Erply EU cookie legislation everywoman.com Eyewonder FaceBook Facebook FCC Fetchtv.com Figaro Flattr Forrester Foursquare.com FT Games General Motors generator global economic crisis Google Google+ Group M hive.com http://en.wikipedia.org/wiki/Smarter_Planet http://www.coadec.com/ Professor Hargreaves http://www.level39.co/ https://twitter.com/IBMSmartCamp Hulu i-level IAB IBC IBM SmartCamp independent Innovation Warehouse InSkin Media Inspire Conference IP IPvision-uk.tv ITV jelastic.com kinetise Launch 48 location targeting technology Luca Media magick.nu martin sorrell MashUP* Microsoft Mind Candy momit.com MoshiMonsters Multiple channels Naked Play Neo@Ogilvy nest.com Netflix Now For The Long Term Ogilvy online danger online sales Online T's & C's online video Oodle OpenX Orange Oxford Martin Commission for Future Generations Parag Khanna PatientKnowsBest people Policy Exchange; smart cities ; GLA; Catapault; Bristol Futures; UK Broadband: Camden Council; Bartlett Centre for Advanced Spatial Analysis Postmates process Propel London Proximity London PWC recession revenue Rory Sutherland secludit.com Seedcamp Shuttle Sky SkyPlus social marketing ROI social marketing systems social media Social networks socialbullguard.com Soundcloud Spotify Springboard.com Start Ups Stephen Shakespeare Stradbroke Advisors Sunday Times Tech Hub techallstars.com TechCity Techcrunch techcrunch Tess Alps The Europa awards ThinkBox Timesonline tiramizoo.com TV Genius Tweets Twitter Twitter.com Uber UCL; Sharing Economy; Love Home Swap; unknown unknowns; Uber.com; Airbnb.com; UK Trade & Industry Unanimis Unicorn Club upperstreet.com User behaviour VAST wakingapp.comClearreturns.com web security Webinar White Bear Yard wordpress WPP www.lucamedia.com/searching-for-unicorns Yieldex YouTube Zeebox Zeebox.com Zonerider