When Virtual Worlds Collide

Presentation by Rowley MossopResearch assistance by Peter ToccalinoPresented at Technology in the Arts 2008 Waterloo, Ontario

www.songza.com

In combination, new media technologies have an impact on key aspects of value:

• Rarity

• Defined markets

• Price

May 9, 2008 3

What do commercial media have in common with cultural producers?

Both produce aesthetic experiences and products which they hope will prove valuable to “buyers”

• Public users

• Advertisers

• Funders

May 9, 2008 4

Why does it make sense to observe changes in commercial media?

Your central challenge is the same as theirs:

• How can we use emerging technologies to create experiences valuable enough to attract and retain users and revenue?

May 9, 2008 5

What is the central dynamic in the world of commercial media?

• Incumbent media are innovating to protect the value of their existing experiences and products

• Entrant media are innovating to build new businesses from new experiences and products

• Innovations will impact how audiences expect to experience culture

May 9, 2008 6

Rarity

May 9, 2008 7

Emerging technology combinations are replacing rarity with ubiquity.

• Nothing is hard to find www.songza.com

• Everything is affordable www.youtube.com

• It’s all do-able www.therealnews.com

In a world where anyone can experience anything online, consider what you offer to users online and live that is distinct, valuable and pleasurable.

May 9, 2008 8

Defined markets

May 9, 2008 9

Emerging technology combinations are forcing changes in market definitions.

• Geography is disappearing www.cbc.ca• Time is disappearing www.cbc.ca• Definitions shifting

www.theglobeandmail.com

In a world where a newspaper can easily become a broadcaster, and you rely on geography or genre for value, consider other ways of defining what you do.

May 9, 2008 10

Price

May 9, 2008 11

Emerging technology combinations are forcing a search for new revenues.

• New tariffs www.songza.com

• New ways to pay www.z100.com

• New products www.metopera.com

In a world where users are beginning to expect to receive content for free, consider other ways of earning revenue beyond tickets and memberships.

May 9, 2008 12

Small group discussion

What’s your experience of changes in rarity, defined markets and price?

• Identify top 3 technology combinations

• Identify top 3 impacts on your work

• Raise 1 potential solution

May 9, 2008 13

Large group discussion

How has the Metropolitan Opera responded to the core question:

How can we use emerging technologies to create experiences valuable enough to attract and retain users and revenue?

www.metopera.com

May 9, 2008 14

Large group discussion

How has the Metropolitan Opera responded to the core question?

Rarity – Branding reinforces value of experience

Distinct markets – Redefined as ‘world’s opera company’

Price – Created valuable, revenue-earning HD Opera broadcasts presented globally in cinemas

May 9, 2008 15