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- 1. Ideas of the Cinema/Home Video business February 26th 2010 foxerus.com
- 2. Here We Go First of all, there兵s no single solution, there are many. A classical postmodern collage illustrates this perfectly. Today the consumer mixing old with new, cheap with expensive etc. The growing trend for consumers looking for cheaper ways to maintain the good life they have become accustomed to have led to a new term being coined "homedulgence". THE FUTURE LABORATORY de鍖nes it as: Consumers around the globe are looking at new ways to maintain the good life they兵ve come to treasure, without the expense of going out all the time. This is not quite the indulgent,cocooning trend of a few years ago, but a savvy and convivial way to style - out the credit crunch. The Homedulgence and localism trends or lifestyle can be tracked back to the shocking 9/11. Before everyone looked forward, travelled all over and where everywhere. After many retreated back home, to the familiar space, to local society, to the neighbourhood. Safety and security was the new mantra and all and everyone (at least in Sweden) started to build and/or restore their homes. A couple of years later, when 鍖nished inside, they continued outside with their garden. Now the safe area is expanded; the local and small-scaled produced products and services are in focus concerning food etc. But to maintain this Homedulgence and my home is my Castle spirit, music and 鍖lm are vital ingredients. The question is how to get them? Download or buy in a shop or what? I will say that this trend is a very good picture of many Swedes and their homes. Today everyone have an own Home-Cinema, a broadband connection and have of course an iPhone. In order to 鍖nd out and get some information, I have asked different people of their thought of today and the future in the cinema/home video 鍖eld. I will say that the only way to 鍖nd out is to get out there and ask, and combine that with desk research. The question was: Give examples of trends, cool products/services and existing as well as forth-coming business possibilities for the Cinema/Home Video business?
- 3. Idea 1 and information from a Ericsson employee in New Delhi, India Watching Avatar with real active 3D glasses in a gold class cinema here in Delhi was really great. Maybe there is a market for 1st class cinemas in Europe as well? Business opportunity This is a very good Idea I will say. Today we have democratizied all and everything in Sweden and also in other Nordic countries in some ways. Then we see this democratisation fade slowly: the educated/richer/xx get more educated/richer/xx and the poorer going even poorer. Individuals want to separate from others, and some want to show it, and having a luxury Cinema salon must be a good and cool thing to show off in. And, at least, in Stockholm it must be a success. Idea 2 and information from a 鍖lm maker in Sweden/Denmark I兵m only watching movies at Vimeo. Who isn兵t out there at a torrent? But don兵t ask me which one :D A really interesting thing to solve is who do advertise when downloading from torrents etc. I can兵t understand why this hasn兵t been solved yet??? I mean: 1: We don兵t want to pay 2: We don兵t want to be fooled by others (big corporations) 3: Welcome into my head!!!!! I don兵t watch TV. The cable-network has a bad technique and bad/old programmes.... Business opportunity Solve the technical issue with advertising on bittorents. It must be a way. Start/Find a new category - don兵t be another record company desperate holding on to the past.... Idea 3 and information from a former head of telecom infra structure at Nokia, that have lived abroad over 10 years in Saudi Arabia, Bulgaria, Belgium, Ukraine and many more countries. As I see it, physical media is dying. I haven兵t bought a DVD, CD etc since 2002. Today, but not in Sweden yet, you can rent a movie in iTunes. All cable-TV companies serve you with video-on-demand. Voddler stream it for free... If you want to download it via bittorrent there are lots of media servers that you can connect with your TV - popcornhour (www.popcornhour.com ) is one. Business opportunity Strategical law and order. Just solve the iTunes dilemma with music and 鍖lm in Sweden!
- 4. Idea 4 and information from a computer technician and musician First of all: The content is all. And the only way is digital. But if they only can make it easy to download.... Ex. Voddler had an own system that didn兵t work, so now they develop for a web application! The distributers must do it easy and simple, so that average person easy can download. Learn from iPhone. iPhone is today the Svensson or mr Smith phone in Sweden, and think of that behaviour the user learn. And then iPhone is a perfect pedagogical artefact for iPad. When the user is known to iPhone, why not an iPad with possibilities to read a book or magazine in the same artefact! The problem today is that the distribution system online doesn兵t work (perfect). To may different systems... Then there are legal aspects that must be solved as geographical rights etc. This obstacles must be solved, and it must be crystal clear and distinct licence rules. If that comes, everyone can have an own shop and be specialised in XY. One funny thing is that today all video game had their own system, but today they got a standard: DVD. The content is all - so 鍖nd a smart way of distribution that WORK! Business opportunity Develop a Bonnier social interaction tool and start a new category! Don兵t forget the human impact. We are still mammals with a long way to learn and act. The way is digital, but with a social agenda. Despite all technique we human need the social interaction. http://www.fhm.com/reviews/gadgets/the-future-of-video- streaming-explained-20100224 Idea 5 and information from a sales assistant in a Video/DVD Shop The sales have increased this year both for rentals and sale of DVD etc. And the total market as increased for the 鍖rst time in eight year. One thing is the legislation, many are afraid to download today. But I will say that the main reason is that folks want to go out, leave the couch, take a walk, go to the shop and in the shop look, feel and get info with the product in their hand. They are not satis鍖ed to choose from a list at their computer. Business opportunity Service rules. More than ever I will say. Develop much deeper going service to end- customer for a better and more complete experience. In Sweden we not that good at this at all.
- 5. Idea 6 and information from a sales assistant in a Video Game Shop We haven兵t noticed any decrease or increase in sales, bur maybe our customers are special. The kids and students are price sensitive, others not. Our game often have a book were rules and characters are described. This book often downloads illegal, but after a while the buy this book. They can兵t have several PDF兵s to read from and play at the same time, they want the book ... So the social pattern is to download and check it out, and if it兵s ok they buy it. Another thing is the question of free or not free. Video game had always cost something, direct or in-direct. But many kids have been used to download music and 鍖lm for free. In their world Internet, and what you 鍖nd there is free. Trying to charge for this services afterwards make no sense to them - just a question: Why!! I know many friends that downloaded before and don兵t now. Many of them have better economy and buy, but mostly they don卒t have the time and interest anymore to download illegal. Today we don兵t compete with downloading, it兵s Supermarket chains that兵s our worst competitors. They sell everything, and had been much better in their knowledge in 鍖lm, books, video games etc. WALMART enter movie distribution http://money.cnn.com/2010/02/23/technology/walmart_acquires_vudu/index.htm? source=cnn_bin&hpt=Sbin STATOIL sells more music (SE) http://www.dagenshandel.se/dh/DagensH.nsf/0/ F1DEA1D8723F805FC12576D50033A3EF?open Business opportunity Other distribution channels for the old stuff. Supermarkets selling more 鍖lms... Idea 7 and information from a consumer I want to go to the video store and choose there. I don兵t want to sit in front of the computer and choose. Maybe I兵m old-fashion, but I want it in my hand before I rent/ buy. Business opportunity Once again, service and hands-on rules. According to the consumer the physical movement is vital. See what the Sales assistant in a Video store above mention. Act harder and deeper in the distribution, despite all the new technique the consumer want it in its hand before buying/rental. Old fashion psychology!
- 6. Bonnier should own the video/DVD shops, and thereby have full control = have the whole product-chain, from A to Z. To let other sell the products - you let go of the control Idea 8 According to Danish Film Industry their effort in new Danish Film had given a rise in viewers. http://www.d鍖.dk/English/FILM-Magazine/Artikler-fra-tidsskriftet-FILM/ Archive/Risk-and-Renewal-in-Danish-Cinema.aspx Business opportunity So here is one thing for Bonnier to do. They own SF and other end-businesses, and in order to supply the whole chain, feed them that make the start products! Or, don兵t cut of the arm that feed you, so to say. Idea 9 The nano-technique and other inventions offer new possibilities. Soon a screen will be soft and 鍖exible and maybe glued to your arm, or built-in in your glasses, for example. This together with faster mobile connections http://www.dagensps.se/artiklar/2010/02/23/28679091/index.xml?referred_from=/ nyhetsbrev/ps-morgon-kvall/2010/02/23/62747723/index.xml (SE) will give us new ways to see 鍖lms. But as always with new inventions, the pre-early technical adopters will be 鍖rst. Business opportunity What does Bonnier do here? Again, develop new ways to looking at 鍖lms. Bonniers need to take the lead in R&D, just don兵t sit and own the rights of 鍖lms etc. Windup I will say that the there are to ways to act in the Cinema/home video business in the future: the digital and the traditional. And both will work! The digital must get it work easy; otherwise it will not be adopted of the mass. The traditional ways will remain, we are still that old biological creature, and our genes have not developed that much the last couple of thousand years. Just compare with the explosion of Internet and all said that Newspaper and books soon will only be digital. This was only 15 years ago. What happened was that we got more newspapers and magazines! The main point is to have the holistic approach, and a collage strategy: both in digital and in traditional artefacts. And in order to hold control over the whole chain, product portfolio, Bonniers (may) need to go into new areas such as digital development. As one respondent said: The content is all, but to serve the right content you may need to go outside your core business.
- 7. Some Facts & info Some shops in USA etc http://www.videoezy.com.au/ http://dvdrentalcharts.com/ http://www.game鍖y.com/ spel mm Some actors in the rental-post-back-business as Redbox www.love鍖lms.se http://dvd.easycinema.com http://www.net鍖ix.com http://www.tescodvdrental.com/ (LOVEFILMS??) Some actors in the streaming business http://web.voddler.com/ http://www.net鍖ix.com www.headweb.com/sv/ http://www.鍖lm2home.se/sv.aspx Some actors in the download business www.headweb.com/sv/ http://sfanytime.com/ http://www.cinegratis24h.com/ http://www.ameibo.com/movie http://www.鍖lm2home.se/sv.aspx Some 鍖gures Runt 42% av Net鍖ix 11,1 miljoner kunder anv辰nde sig av deras streamingtj辰nst (i minst 15 minuter) under det tredje kvartalet (2009). Det 辰r en 旦kning med 22% mot samma kvartal f旦rra 奪ret. (www.bloggywood.se) Some thoughts of the Homedulgence trend Social (changed attitudes and social patterns) More easy-to-use technical products Internet and buying behaviour: my girlfriend hates computers! A few months ago she said: I just love internet! I can sit at home and buy whatever I want when I want Locked doors before you didn兵t locked the door when you left home, today we use two Stress the stress factor increases every year: Today children at age ten are stressed due to society 鍖xation to thinness, getting the highest grade to enter university etc. At age 10!!!! Stress if you got a job today it includes more duties.
- 8. Stress - not having a job, unemployment, Travelling = new insights. OK, they can do X or Y s well, and they do it in another and better way. The 鍖nding out that other兵s also can Tired of the career: You can兵t do all simultaneously: career, have children, be a good parent, build a house, ski holiday in the mountains, sailing courses in the summer NO, NO, NO! You have to choose. Some choose career (the common way at least to men. But today we see younger females (they got higher grades, higher education etc than males but still lower wages!), especially with not a Swedish background, over-achieve to get a position in the Swedish society. They are lowest in the hierarchy (female, young, foreign etc) and have to 鍖ght hardest - and they do! Modern life sucks: i.e stress, stress, stress It兵s simply not worth it. Not seldom career dropouts leave cities and move to small villages and start an own web-shop, a caf辿 or whatever (often a combination) despite losing 50-75% of their income. They simply want quality in life, quality to feel and live the life. Artefacts are not important, experiences and time are. The possibility to decide your own time is the luxury of today. Today in most developed high-tax societies it兵s possible to drop out Before you couldn兵t afford it today you can choose to work part-time, sell the car, live in a smaller 鍖at etc Today materialism is less important to younger. Ok, elder still want to compensate for their poor childhood without items, but The caf辿 culture moves home! Be your own barista! Tired hanging in bars/restaurants/etc - family establishments Technical improvements Undercover lifestyles can socialites a bit. (There兵s no end to out-coming lifestyles today :D) Psychological The human race is a herd animal. Can兵t you 鍖nd your herd in the city - create it yourself back home! (doers getting more..) More egoistic: It兵s mine! The MeWe generation combine egoism with a collective mindset interesting combination. Two opposites in a conjunction. Collage! Narcissism: A possibility to get the self a veri鍖cation - both your own self and of your home. In your home you got lots of identity carriers We see more examples of a social narcissism. Safety - a logical action (re-action) to 9/11: Out there is war back home I safe. I 鍖x my home, stay there and daydream with take-away, internet, chatting Safety - Swedish/Volvo vs Italian/ AlfaRomeo etc. Anecdote: Volvo say they made cars that you can crash with and survive - Italian says: we made cars to avoid crashes Home, sweet home - Home is best! Stress, economical crises, war etc makes you hide in your own world. Lots of possibilities to hide in a 鍖ctive world where you can live out feelings, emotions and dreams etc. Second Life and many more Regionalism: We vs. them. All kind of foreign people or objects is bad. A raising pride of own local culture. Why travel when it兵s better home? (but this is mostly them that have travelled the globe for xx years that come to this conclusion, so I think it兵s more of a kind of maturing getting new angles in life etc ) Children. When raising a family a focus is established caring for the family (in the
- 9. home/garden) Psychologist: Normally, we react to the problem nearest to us, animals dying or airplanes crashing never mind. It兵s the most local thing that shouts out loudest (with or with-out PR agencies) that get most attention. But if this danger is in鍖ltrating as the 9/11/Taliban/islam/?? with connections all over the world this comes to all. The localism trend or lifestyle can be tracked back to the shocking 9/11. Before everyone looked forward, travelled all over and where everywhere. After many retreated back home, to the familiar space, to local society, to the neighbourhood. Safety and security was the new mantra and all and everyone (at least in Sweden) started to build and/or restore their home. A couple of years later, when 鍖nished inside, they continued outside with their garden. Now the safe area is expanded; the local and small-scaled produced products and services are in focus = Homedulgence in a nutshell? Financial The economy turns down, but behavioural patterns are established. X don兵t want to go down in the consumption patterns, but can兵t proceed the outgoing city life at bars and restaurants etc. downtown. What remains is to create it at home! Better and cheaper technical products The old fashion marketing mix of 4 P is gone! There are just 2 left - Product and Promotion (Price and Place is totally gone). In a transparent world there we can instantly, with help of internet, see the price all over the world, and order something from home it兵s just 2 P:s left to compete with for the producer/seller. Today we have more millionaires and billionaires the world than ever. We CAN buy a perfect home