The Experience Economy Game and DRM

Don’t be Vertically Challenged!

The Future of Content Marketing

Wednesday, November 12, 2014

Nolan Heimann LLP and Building 8

Once upon a time, there was a red-headed stepchild…

The Experience Economy

Extract Commodities

Make Goods

Deliver Services

Stage Experiences

Differentiated

Competitive

Position

Undifferentiated

Market Pricing Premium

The Millennial-led Experience Economy

Meaningful experiences versus acquiring stuff

Not a rebellion against consumerism

Redefinition of what is valuable and worth paying for

New economy not driven by “what I have” but by search

for “who I am”

Storytelling in the Millennial-led Experience

Economy

A.K.A. making your company, entertainment, product,

service and content relevant and valuable

Consumer is no longer a consumer; they are an audience

Your audience does not want just to consume and acquire;

they want to adopt and experience

Products must be part of a true narrative experience

Technology and our “phygital” world

This year Accenture declared “Every business is a digital business”

Technological advancement increasingly is enabling blurring of

digital and physical

Explosion of connected devices

Increased bandwidth

Advance robotics and 3D printing and prototyping

Rising real time analytics

Your Omni-Channel Approach…

DON’T FORGET THE STEPCHILD!

Managing Digital Content: Rights Management

(AKA Don’t be Vertically Challenged!)

Business model based on monetizing content must

realize that its core asset is right to access the content

IP Management - think about entire life cycle:

Contracts

Rights

Permitted Uses

Royalties

Best Practices:

Reposition Rights Management as a Core System

Reconstruct Rights Dimensions in a way that facilitates

distribution channels

Reunite Rights Data

Improving IP management will:

Ensure compliance

Reduce costs

Increase rate of sale

Other Important Value of DRM to Your Business

Speed content distribution and innovation

Preserve digital assets for future use

Facilitate development and production process

Open new revenue streams/identify and leverage new

business models

Enhanced licensing and merchandising opportunities

New markets for existing digital assets

Free up resources

Lower development, distribution and management costs

BOTTOM LINE ON BOTTOM LINE

Your company can undertake more rapidly and strategically

(and legally) more immersive, cohesive, agile and

customizable brand and entertainment experiences, enabling

you to be a much more desirable brand, strategic partner and

licensor, thereby more robustly monetizing your assets

And in the end, the red-headed stepchild grew into a

princess knight, beckoning to all who would listen…

“Think Big, Be Brave and Get Ready!”