The increasing availability and rapid take up of sophisticated connected devices is changing the way we live our lives, the way we communicate, and the way we consume media. The convergence of telecommunications, broadcast, and Internet markets has created a burden of choice for consumers – the choice to consume more than ever before, anywhere, anytime, and anyhow. Consequently the consumer’s behavior, needs, and desires are changing, and business models have to change with them if telcos, vendors, and online service providers are to capture the value arising from consumers’ changing demands.
Ovum’s Consumer practice is focused on this rapidly evolving marketplace. It combines consumer survey analysis with in-depth strategic research of online communication and media application markets and players. The research examines trends across the whole market, detailing how different types of players (with a particular focus on telecommunication service providers) can maximize new revenue opportunities. To achieve this we carry out extensive research into business model optimization, service development strategies, and consumer behavior trends.
The consumer’s road to 2020
In 2010 Ovum set out its vision for the consumer communication and digital media market in 2020. This annual report draws on Ovum’s research over the year and plots where we are on the road that was set out in the original vision report. The report then provides an updated view on whether we feel the destination that we set out in 2010 remains the same, or whether some new developments have meant we are starting to change course.
Strategies for the connected consumer
As part of Ovum’s theme on “Managing the explosion of connected devices” we track the take up of connected devices and how people are accessing media content and applications through them, via our Consumer Insights Analyzer survey tool. Key themes covered in 2012 will include:
- Explosion in connected devices
- Take up of applications by device type
- Connected TVs and applications
- Interest in pay-TV, online video, and 3D
- Willingness to pay for digital media
As well as demand-side analysis, Ovum carries out in-depth supply-side research, exploring how key players are approaching spaces such as consumer M2M, connected home, and home automation.
As consumer behavior changes due to increased exposure to digital media and applications, so the old segmentation moulds are becoming obsolete. Understanding how to segment these new markets will be essential for successful monetization of future products. In 2012, Ovum will produce a series of reports analyzing these new segments and consumer behavior patterns within them.
Monetizing the migration to digital services
If players are to succeed in this new world, it will be essential to understand not just how new online business models work but also how individual companies can best utilize them to their advantage. As part of the themes “Profiting from new revenue opportunities” and “Adapting to cloud business models,” Ovum will continue its analysis into which business models will succeed under which circumstances. This will include the development of a business modeling tool to help our clients navigate through this complex new business landscape.
As well as the business models reports and tools, Ovum will continue to produce reports around e-payments, advertising opportunities, e- commerce, and packaging of content services.
Measuring the impact of new communication platforms
People will always enjoy communicating. As part of Ovum’s research around the road to 2020, we will look at how communication habits will shift due to new technology and what impact this will have on today’s communication platforms.
At the center of this research will be reports on the future of social media, detailing how this expands and develops to form the basis of the new communications network. This research will feed into the
scenarios of existing forecasts (such as mobile messaging), as Ovum tracks and predicts the impact of social networking on the future of some of the most important revenue sources within today’s telecommunications operator portfolio. We will also explore new revenue opportunities, such as high-quality video-conferencing technology, flexible video screens, and the single ID concept, to analyze where future revenues lie and for whom.
Taking advantage of developments within digital media and content
The online content and application markets are growing rapidly. However, online and over-the-top players are starting to dominate, leaving little space for the broadband service provider. In order to take advantage of this potential revenue opportunity, service providers must continue to innovate and move quickly as end-user preferences come and go.
As part of our theme on “Profiting from new revenue opportunities,” Ovum will publish in-depth analyst reports, player case studies, forecasts, and consumer insights reports in a number of key content areas, including:
- TV and video
- gaming / gambling
- social networking
- application stores
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