8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

1/16

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

2/16

Description and Purpose- DiCoDE presents 1 model with 5 key concepts, at the crossroad ofDigital Content, Advertising and Social Networks throughout Media,

Telecom and User Experience universes

- It aims to understand, analyse and decode actors, actions and stakeswithin the Digital Content

Distribution Ecosystem

- DiCoDE explains how users

access, get engaged,

consume and interact withany type of digital content

- It also defines strategies

and tactics accordingly

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

3/16

History of the modelDuring an Advanced Digital Media Strategies Program which Iattended at the Institute for Media and Entertainment in New York City,

Professors Joseph Valor, Sandra Seiber and Jose Luis Nueno analysed

case studies using the "Digital Media Value Chain Model" which I foundinteresting. However, it lacked

some key concepts like

advertising, user interaction &

social networks, user currencies...

After almost 1 year of interactionswith experts, additional

information gathering and

foresight on actuality, heres

DiCoDE, my interpretation of

this model.

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

4/16

Overview of the model- Media : connected to advertising ecosystem, content productionecosystem and, since Web 2.0 has risen, user interactions through

User Generated Content and Social Networks

- Telecom : providing infrastructure to data storage and distribution- User Experience : through the device (and its software-based

components) that allows the user to access this digital content

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

5/16

>Media- Portals, search engine(s?) and social networks drive traffic to digitalcontent

- Advertising, separated or not from digital content, allows (relative)

profitability to digital content providers- Media is at the crossroad of content production, advertising,

social networks and users

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

6/16

>Telecom- Hosting and distribution of data, from content aggregator to user- Several roles among limited amount of players

- Commoditization of these roles leads to a dumb pipe position for

most of these players, not being able providing value to the user

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

7/16

>User Experience- Turning digital content into an experience for the user- Combination of hardware, operating system, software (desktop- or

browser-based) and user credentials

- If this experience is satisfactory, user will be ready to pay through one(or more) of his/her currencies: attention, engagement, data andmoney

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

8/16

5 Key concepts- Each step of the model, for each possible ecosystem can beunderstood and optimized through 5 key concepts

- Standard in an open world

- Substitution in fragmented markets

- Winner-take-all for the lucky one

- Platform logic connecting complementors and users

- Platform utility to create a virtuous circle

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

9/16

>StandardEven though technologies increasingly allow interconnected and open

possibilities, standards are key for positioning, adoption and loyalty of

its digital content and services for any playerStandards can be agreed on a market, forced by regulation or by a

market player

Consider Blu-Ray vs HD-DVD : what made the difference ?

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

10/16

>SubstitutionEntry and exitbarriers level are key for user acquisition and retention.If you can substitute a product/service easily by another, it is called

commoditized

Consider Ebay : Why wouldnt you leave this platform for a competitor ?

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

11/16

>Winner-take-allBy smart use of standard, entry and exitbarriers and often slow orweak regulation, some players can reach a winner-take-all position

Consider Microsoft Office : What made it the most used Office Suite ?

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

12/16

>Platform logicA platform is the meeting point of useraudience (small arrows at thebottom) with complementors (large arrows at the top). First ones use it

to satisfy a desire or a need, the other ones use it to reach thisavailable customer base.

Consider Facebook : Why did they allow companies creating apps ?

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

13/16

>Platform utilityBuild and grow a system where complementors find users and usersfind value. Pamper your complementors by providing them with tools

to innovate within the system and be profitable, which will in turnpamper your users.

The more users you have, the more interested complementors you will

gain which again attracts more interested users.This creates a virtuous circle!

Consider Apple App Store : For what isnt there an app ?

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

14/16

Copyright & RegulationThe entire Digital Content Distribution Ecosystem is governed by

Copyright and RegulationSystems

- There are inadequate regulations to control fast-pacedtechnology capabilities

- But regulation has a increasingly key role in organizing or

reorganizing ecosystems, especially once the technologyevolution ceases to be as critical as it is now. Ask Microsoft and

Google;o)

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

15/16

8/9/2019 DiCoDE Model - Digital Content Distribution Ecosystem

16/16

Thanks for your attention !Do you want to engage in this discussion? Just send me your thoughts

about this model on Slideshare, share it or even enrich it !

Download a 1-pager on http://bit.ly/DiCoDE_pdf

This model is under BY-NC-SA Creative Commons licence terms

Fabian TilmantConsultant in New Media

Mobile Expert

Passionate by Tele-Media Convergence and Media Transformation

Creator of DiCoDE modelwww.fabnet.be - fabian@fabnet.be - twitter: @fabnet_be

http://bit.ly/DiCoDE_pdfhttp://www.fabnet.be/mailto:fabian@fabnet.behttp://bit.ly/DiCoDE_pdfhttp://bit.ly/DiCoDE_pdfmailto:fabian@fabnet.bemailto:fabian@fabnet.behttp://www.fabnet.be/http://www.fabnet.be/http://bit.ly/DiCoDE_pdfhttp://bit.ly/DiCoDE_pdf