Transmedia prez masterclass marseilles 2011

Groupe France Télécom

Orange Labs

Jean Devevert, Steeven Plu

May 2011

Transmedia from a scattered experience…

…to an orchestrated authored experience

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Who Are We?

Jean Devevert Hypermedia lab Director – Orange

Labs

Steeven Plu Interactive Entertainment Expert at

Hypermedia lab – Orange Labs

Hypermedia LabR&D laboratory, 9 Teams, 135 peoples

Mission:

• Create, develop and deliver multi-devices portal and web-based services focused on entertainment, CRM and social features.

• Identify new growth opportunities, suggest and develop innovative service concepts for Business Units

Action domains:

• Audiovisual, music, games, transmedia and mediacenter services

• Frameworks for STB, connected TV, mobiles, tablets and desktop services

• Orange portals for STB and connected TV and interactive services on TV

• Messaging suite and social features for portal services

• Mobile WebApps

• Portal and tools for Orange retailing

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Who Are We?

Orange in a few words & numbers

– Telco positioned on:– Quadruple play offers & convergence ;– FTTH & LTE (4G) broadband networks ;– Network & Connected Services innovation (Portfolio of 7800 patents) ;– Retail & distribution of digital contents ;– Transmedia (New Content Division stream)

– Feature 2010– Revenue: 45.5 Billions €– 169 000 employees in 220 countries ;– 210 millions subscribers in 35 countries (Internet + Mobile + Fixed phone) ;– 3G networks in 23 countries ;– B2B: 15% of revenue, 28 Business centre managing 3750 multinational clients

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Summary

Of Media & Men

Technology in Transmedia

Content as a service,

Service as a content

Transmedia stakes

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Of Media & Men

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Of Media & Men

• First, let’s talk about Media

• Media = The « What »: A message for any purpose to be delivered to an audience

+

• Media = The « How »: Intermediate channels involved to deliver the message

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Of Media & Men

Media, a wide and confusing word

• Distribution Spaces: TV Channel, Social Media Sites, Magazines, Catalogue…

• Delivery forms: DVD, Stream On Demand, Print, Live…

• Reception Frames: Screens, Devices, Billboard, Book

• Transmission paths: Internet network, Mobile network, Radio wave broadcasting, Satellite broadcasting...

• Data Encoding: MPEG2, AVI, JPEG, PNG…

• Data forms: Video, Audio, Text...

• Programming formats: Live event, Movie, TV Series, TV Documentary, Webisode, Mobisode…

• Contents: Information, storytelling and experience to provide

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Of Media & Men

Transmedia = Transmedia Storytelling

« A distributed narrative experience among a network of media within each media can be consumed in its own-autonomous way »

Storytelling => the « What »

Narrative Experience = Tell… - a fiction ;- news ;- a documentary ;- a brand ;- …

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Of Media & Men

Our vision: 3 layers of a transmedia experience

Storytelling: recounting a sequence of events

Drama curve

Codex feed

Meta-narration (Intertextuallity, Peripheral storytelling, Ellipsis solving, Parallax storytelling, Diegetic extensions…)

…

Engaging Mechanics: Combination of rules producing an engaging experience & encouraging media exploration (Hypertextality & Hypermedia Gamification Game)

Actions, Collect & craft, hidden objects, Easter Eggs, Trivia… ;

Defining rules on narrative locks & narrative paths ;

Investigation & Association ;

Achievements, Rewards, Badges ;

Scores & Ranking ;

Class & Alignment ;

…

Carrier: Deployment, Infrastructure & logistic instantiating the experience

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Of Media & Men

Transmedia is Techno-Agnostic

No direct relation between « Consuming Transmedia « and Technology

Many franchises can be classified as Transmedia Experiences without involving any tech in is consuming way:

Starwars ;

Matrix ;

Discworld ;

…

So how defining the relation between Transmedia & Technology?

Novel x 39

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Technology in

Transmedia

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A Transmedia Experience is carried among:

The containers qualifying the pool of contents of the storyworld

a network of media to discovery the experience (rabbit hole) + bounce from one media to others (breadcrumb)

3 link category:

Formal: Non ambiguous announcement or direct link to a third media

Blur: Integrated clues showing the path to a third media (Follow the white rabbit)

Narrative lock: must be solved by condition combination, generally a proactive way (Sending an SMS, Dial call, Trivia, Games, Geocached distribution…)


+ Fun- Easy

- Fun+ Easy

a web page as storytelling container

from Heros Show

3 breadcrumbs from Heroes Show(Blur, Formal & Narrative Lock)

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• Transmedia = a new form of meta-media with a global storytelling footprint

A gas expanding its storyworld among available media links & media containers

Digital world is already a daily-used media actor to contain, distribute & link media Natural expansion of Transmedia to Digital world

Hypermedia Content Agregation Media Ubiquity

Rich Media MultiDevice Distribution Social Media comm channels Content Retail User Generated Content

Media billing Content Access Rights Interactive Media

VoD Interactive TV AppShop Video Digital Comics Content Streaming …

Storyworld expansion

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Technology is more & more needed as experience carrier to instantiate content containers & content links

Transmedia coupled with Technology = a meta-media: that can remove media borderlines to enhance all storytelling forms ;

that can break physical world, screen & tech platform frontiers ;

in which « Content as a service » meets « Service as a Content »

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Content as a Service

Service as a Content

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Content as a Service, Service as a Content

A Darwinist vision of Transmedia

Mutation drives to key adaptation that enable to spread & settle the experience on new media environment

Territories = Technical environment

Food = Audience + Revenue opportunities

Last key-evolution = Telcos+information tech companies, more than a pipe, a huge technology provider

From: Passive publishing

Pipe for mass-media: Technologies are merely a medium to access to storytelling media (aggregation, distribution, billing…)

To: Interactive Entertainment

Historia Ex Machina: Technologies are fully integrated within the narrative experience (ARG, Interactive progression, audience implication, geocaching, resonant storytelling, …)

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Content as a Service, Service as a ContentFranchise Productions

Short-story Media Constellation

Alternated Reality Publishing

Personnalization

Interactive services

Community extensions

Informative

Participative

Orchestration of Media PF & Comm

service

Informative

Participative

Use daily-used publishing asset to mimic reality

Use snacking-media channels

Major productions + Legacy of cross-media (including official website)

Federate & value the community

Tuning medias + individual story paths

Call2Act & gain the right to access stories

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Content as a Service, Service as a Content

Telco & InternetAPI

StorytellingIntegration layer

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Transmedia Stakes

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Stakes to perform orchestration

From a software vision to interactive writting

Unified Identity paradigm

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From a software vision to interactive writing

Interactive Transmedia = mechanical structure driving the storytelling progression;

A media map set of interaction & combination of basic elements & actors

Some similarities with adventure games (=interactive drama) First Person Storytelling in a proactive journey

Quests & Missions Objectives

Narrative locks

Scene graph Media graph

Optional & Mandatory storytelling paths

Trigger/Events

Explore/Key/Door Search/Clue/Media Access

Playfield Physical environment + Digital environment

Storytelling Renderer: Virtual world Daily-used Media storytelling

…

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Game Simulation

Transmedia Orchestrati

on

State

VUPState

Storytelling feedbacks-message sent-storytelling media played-Access Granted

Controller

Input

Simulation

Rendering

External Triggers-Sending SMS- Dial a call-geocached action-Access an URL-“Like” a facebook page-Tweet a message-…

Mechanics& Rules

Mechanics & Rules

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Defining a grammar to declare the handler of the experience & how they interact ;

Tokens: Any element in the experience that is manipulated

i.e.: «SMS Messaging», « E-Mail Messaging», Website functions, Character Facebook wall…

Verbs: Discreet actions that can be performed on other tokens

« <SMS Messaging#06xxyyzzww> sends <Text#‘1’> to <SMS-C#JurgenOts>»

«<SMS Messaging#06xxyyzzww> bills <storytelling media#JurgenIsAlive> with <SMS-Center>»

«<SMS Center#JurgenOts> sends <storytelling media#JurgenIsAlive> to < SMS Messaging#06xxyyzzww>»

<VoiceMail PF> play media <storytelling media#JurgenBriefing1> to <Phone number#06xxyyzzww> ;

Rules: The basic rules of interaction between tokens & verbs

On Event (SMS Messaging#VUP to SMS-C#JurgenOts is 1)

Trigger (<Mail-PF;JurgenOts> sends <storytelling media#JurgenClues> to <E-Mail Messaging#VUP> )

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Authoring transmedia

From a grammar, Authoring tools would emerge

"Man is a tool-using animal... Without tools he is nothing, with tools he is all." - Thomas Carlyle

Designing a Content is not designing a PF or a software Abstracting technologies under an engine + Authoring layer

Story composition over technology integration: Story architect Independency (easy scripting, WYSIWYG tools, …) Stories made by storyteller = better prods

Presetting Pervasiveness & tech interoperability: Easier technical assets linkage as integrated in an engine;

Cost Management & fast productions: engine mutualisation architecture (Coded once, writing for many experiences) + capitalizing on tool experience;

Techno

Content

Telco & InternetAPI

TransmediaOrchestration(The Grammar)

AuthorwareTransmedia(The Words)

Storytelling

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Great! We can build an orchestrated transmedia and engagent experience with pervasive continuity among media channels & technologies…

Ok! I will send evidences by E-Mail before tomorrow!

Octopussy is on influence at Rio! Go to www.mi7_vs_kgbi.com/ to access our confidential investigation files about this agent (code: 041KEJ1).

Go to www.dailymotion.com/dfl12to have your mission briefing!

Agent Q’’ has extra-information

Call Q’’ at 36807

Agent KL007, Don’t believe Octopussy! She is a double agent! Would you like to know more?

Yes

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Unified identity paradigm

The Ideal Digital Identy in an interoperable network…

Human beings evoluting in a integrated tech environment

1 Natural Person = 1 unified cyber-identity for all device & service frames

Internet PF & Services

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But Network Identity is related to the context:

credential logins (Web Page login, Service account, Forum login, …)

Identity Providers (Orange Authentication API, FB Connect, Open ID, IDaaS…)

Device & PF contacts (Mobile Num (MSISDN Sim), Fixed Phone, E-Mail, STB ID, …)

Device usage (STB = family, Mobile = personal)

Company ID for a line-up of services (Google, ITunes…)

This non-interoperable state results in a set of scattered services


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Stake: Unified Identity, useful on many way:

Multi-device Authenticated features & services ;

Thin Cross-channel Statistic & Better audience knowledge ;

Individual Immersion by being able to switch channel-to-channel as in daily life ;

The write message in the right channel to reach the best way audience ;

Transversal Community features ;

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Method 1: No orchestration

Interactivity = surface interaction without identity involvement

That, Lebron, is how you shoot a free throw. Hey, Barney Stinson speaking. A recording? No, this is really me! Anyway, glad you called 'cause you sound really special. Let's get to know each other. What are your hobbies? Oh my god, I like that too! Wow, I'm really feeling a connection here. You know, I never do this but what the heck. Let's meet up at MacLaren's Bar at oh, say, 3:45 a.m. on Monday, Oct. 12, 2016. I can't wait to meet you. I love you.

Superbowl Commercial

= Short story as episode plot

+ AR ¨Publishing

TV Episode (s05e15: Rabbit or Duck)= Franchise ProductionSuper bowl & Barney Phone is used as a plotBarney is flooded by phone call & each time Barney is about to bed a hotter woman, another woman calls the phone.

Stand-alone interaction

Voice Mail PF= AR ¨Publishing

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Method 2: Orchestration per identity

Interactivity = Assuming channel are split

SMS Channel

E-M

ail C

hannel

FB C

hann

el

TV-VoDChannel

Offi

cia

l w

eb

sit

e

Ch

an

nel

Core

Story

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Method 3: Formal Registration aggregating all identities to enable Orchestration

Orchestration of channels enabled but registration process =

- a single registration point but maybe many entry point.

- a barrier for audience ;

- Formal <> Immersive.

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Method 4: Progressive registration

Using audience migration to build an on-fly identity

Spectating VUP (Viewer/User/Player)

Passive, satisfied by the core content

Curious VUP

An audience interested in knowing more

Interacting VUP

Need interaction with the experience

Acting VUP

Need to act & be inside the story

Participative VUP

Action as an incidence on productions

+ emotional link+ immersionFanReady to give personal data for a deeper experience

- emotional link-immersionCasualNot ready to givepersonal data


Progressive Identity aggregation phasis

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Building On-fly identity gluing Platform & Services profiles

enhancing service interactions is now possible

but some constraints: need a smart strategy + can mix profiles + hard to update

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A future candidate as method 5: Surf on Ubicomp trend (Ubiquitous computing)

Mobile = the everyday nomad identity

NFC+SIM use cases (Near Field Communication) =

Mobile as a Interoperable and standardize ID Card for service providers

3 global use cases:

Card mode: Electronic Identity providers

Reader mode: Distribution from passive objects

P2P mode: Exchange data & interact with third smart-objects

For many services: Authentication key, Billing, Tickets & Tokens wallet, ubi-history, geocaching distribution , geocaching by tag, Proximity trade, TV2Mobile Interactivity, Computer2Mobile Interactivity, Everyday object scans…

GSMA NFC Initiative = 40 telcos (including Orange) representing 40% of the global market

More & more NFC-enabled handsets:

2011 France previsions = 1M NFC-ready mobiles

2015 France previsions = 45% of sold devices would be NFC-enabled

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Conclusion

Transmedia has existed, is existing but still in mutation

Pure Publishing

Interactive entertainment

Interactive & Ubiquitous entertainment

Telco would be more & more involved as the story will embed more & more technologies

Close-Working telco/content providers to mature transmedia industry:

Getting easier & cheaper deployment of experiences inside the network ;

Standard/Normalization of API, Framework, Engines (driving to Authorware), Unified Identity ;

Scouting New Tech opportunities together:

Prospective: « What content writer need » meets « what telco can offer »

Anticipation & Innovation: « What we can do » meets « what Content writers will use»

Futurology: « What Content writers would like » meets « What we will do »

36 confidentiel Groupe France Télécom

Orange Labs – Activités Recherche Jeux 2010

Merci

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Questions?

Transmedia prez masterclass marseilles 2011

Technology

Transcript of Transmedia prez masterclass marseilles 2011