Interactive broadband media: a guide for a successful take-off
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Braunschweig ; Wiesbaden
Vieweg
2002
|
| Edition: | 2nd rev. ed. |
| Series: | Edition accenture
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Literaturangaben |
| Physical Description: | XII, 183 S. Ill., graph. Darst. |
| ISBN: | 352815781X |
Staff View
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Record in the Search Index
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| adam_text |
NIKOLAUS MOHR
GERHARD P. THOMAS
INTERACTIV
E
BROADBAND MEDI
A
A
GUIDE FOR A SUCCESSFUL TAKE-OFF
2ND REVISED EDITION
WITH CONTRIBUTIONS BY
DONATA HOPFEN, MARKUS KARRAS, GOTZ ERHARDT,
RICHARD WERNER AND MATHIAS VON BREDOW
VIEWE
G
TABLE OF CONTENTS
1 INTERACTIVE BROADBAND EVOLUTION 1
2 "GET & SELL AUDIENCE" BASIC MECHANICS OF ALL MEDIA BUSINESS 8
2.1 "GET AUDIENCE": CONTENT PRODUCTION, AGGREGATION AND DISTRIBUTION 10
2.2 "SELL AUDIENCE": CUSTOMER INSIGHT, ADVERTISING AND MERCHANDISING 13
2.3 REVENUE PENDULUM FROM "GET" TO "SELL" TO "GET" TO 15
3 GET AUDIENCE 18
3.1 CONTENT PRODUCTION 20
3.1.1 INTERACTIVE BROADBAND CONTENT PRODUCTION 20
3.1.2 THE ART OF INTERACTIVE BROADBAND STORYTELLING 23
3.1.3 CONTENT PRODUCTION DEVELOPS ALONG TECHNICAL NETWORK
DEVELOPMENT STAGES 27
3.1.4 DIFFERENT AREAS OF INTERACTIVE BROADBAND CONTENT 30
3.1.5 REQUIREMENTS FOR ATTRACTIVE FUTURE BROADBAND CONTENT 33
3.1.6 WILLINGNESS TO PAY 35
3.2 CONTENT AGGREGATION 39
3.2.1 WHY DO WE NEED CONTENT AGGREGATION? 39
3.2.2 DEVELOPMENT STAGES OF CONTENT AGGREGATION 41
3.2.3 EVOLUTION TO MCAPS AND EXAMPLES 43
3.2.4 MCAP'S OFFERING IN A BROAD- AND NARROWCAST HEMISPHERE 45
3.2.5 MCAP'S STRUGGLE AND PARTNERING FOR A PREDOMINANT BRAND 47
3.2.6 AGGREGATORS CAN ACT AS MARKET MAKERS OR AS ENTREPRENEURS 48
3.3 CONTENT DISTRIBUTION 51
3.3.1 COAX CABLE 54
3.3.2 DSL 57
3.3.3 DIGITAL TERRESTRIAL 60
3.3.4 FIBRE TO THE HOME (FTTH) 63
3.3.5 POWER LINE COMMUNICATIONS (PLC) 65
3.3.6 SATELLITE 68
3.3.7 UMTS/ 3G MOBILE 70
IX
3.3.8 WIRELESS-LOCAL AREA NETWORK (W-LAN) 74
3.3.9 WIRELESS LOCAL LOOP (WLL) 77
3.3.10 ACCESS TECHNOLOGY OVERVIEW AND TRENDS 80
4 SELL AUDIENCE 82
4.1 CUSTOMER INSIGHT 85
4.1.1 HOW TO OBTAIN CUSTOMER INSIGHT 87
4.1.2 IN-HOUSE USAGE OF CUSTOMER INSIGHT 92
4.1.3 EXTERNAL USAGE OF CUSTOMER INSIGHT 97
4.2 ADVERTISING 103
4.2.1 DEVELOPMENT OF PERMISSION ADVERTISING 106
4.2.2 ADVERTISING TODAY AND TOMORROW 112
4.2.3 MARKET SIZE, TRENDS AND DEVELOPMENT OF DIFFERENT
MEDIA & BROADBAND 116
4.3 MERCHANDISING 119
4.3.1 MERCHANDISING IN THE MEDIA ENVIRONMENT 119
4.3.2 THE IMPORTANCE OF MERCHANDISING IN INTERACTIVE
BROADBAND SERVICES 121
4.3.3 PRE-CLUSTERED COMMUNITIES: THE MARTHA STEWART EXAMPLE 123
4.3.4 THE EVENT- AND INTENTION-CENTRED MERCHANDISING APPROACH 125
4.3.5 MARKET TRENDS 128
5 REVENUE STREAMS AND FUTURE BUSINESS MODELS 130
5.1 REVENUE STREAMS 132
5.1.1 THE GET AUDIENCE SIDE 132
5.1.2 THE SELL AUDIENCE SIDE 134
5.1.3 TRANSACTIONS 136
5.2 BUSINESS MODELS IN THE INTERACTIVE BROADBAND SERVICES ENVIRONMENT.
140
5.2.1 WHAT IS A BUSINESS MODEL? 141
5.2.2 BUSINESS MODEL COMPONENTS OF AN INTERACTIVE
BROADBAND SERVICE PROVIDER 143
5.2.3 CUSTOMER DECISION PROCESS 145
5.2.4 STRATEGIC INTENT 150
5.3 BUSINESS MODELS FOR FUTURE INTERACTIVE BROADBAND SERVICES 151
X
5.3.1 GENERAL IMPLICATIONS 152
5.3.2 TWO GENERIC TYPES OF BUSINESS MODELS 153
5.4 OUTLOOK: INTERACTIVE BROADBAND MEDIA SCENARIOS 158
6 SOURCES 163
INDEX 177
XI |
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| discipline | Allgemeines Elektrotechnik / Elektronik / Nachrichtentechnik Wirtschaftswissenschaften |
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| id | DE-604.BV015736555 |
| illustrated | Illustrated |
| indexdate | 2024-07-20T06:08:42Z |
| institution | BVB |
| isbn | 352815781X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010122011 |
| oclc_num | 248750392 |
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| physical | XII, 183 S. Ill., graph. Darst. |
| publishDate | 2002 |
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| publishDateSort | 2002 |
| publisher | Vieweg |
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| series2 | Edition accenture |
| spelling | Mohr, Nikolaus Verfasser aut Interactive broadband media a guide for a successful take-off Nikolaus Mohr ; Gerhard P. Thomas. With contributions by Donata Hopfen ... 2nd rev. ed. Braunschweig ; Wiesbaden Vieweg 2002 XII, 183 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Edition accenture Literaturangaben Interaktive Medien - Breitbandkommunikation - Medienwirtschaft Medienwirtschaft (DE-588)4129410-5 gnd rswk-swf Interaktive Medien (DE-588)4642838-0 gnd rswk-swf Breitbandkommunikation (DE-588)4008113-8 gnd rswk-swf Interaktive Medien (DE-588)4642838-0 s Breitbandkommunikation (DE-588)4008113-8 s Medienwirtschaft (DE-588)4129410-5 s DE-604 Thomas, Gerhard P. Verfasser aut DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010122011&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Mohr, Nikolaus Thomas, Gerhard P. Interactive broadband media a guide for a successful take-off Interaktive Medien - Breitbandkommunikation - Medienwirtschaft Medienwirtschaft (DE-588)4129410-5 gnd Interaktive Medien (DE-588)4642838-0 gnd Breitbandkommunikation (DE-588)4008113-8 gnd |
| subject_GND | (DE-588)4129410-5 (DE-588)4642838-0 (DE-588)4008113-8 |
| title | Interactive broadband media a guide for a successful take-off |
| title_auth | Interactive broadband media a guide for a successful take-off |
| title_exact_search | Interactive broadband media a guide for a successful take-off |
| title_full | Interactive broadband media a guide for a successful take-off Nikolaus Mohr ; Gerhard P. Thomas. With contributions by Donata Hopfen ... |
| title_fullStr | Interactive broadband media a guide for a successful take-off Nikolaus Mohr ; Gerhard P. Thomas. With contributions by Donata Hopfen ... |
| title_full_unstemmed | Interactive broadband media a guide for a successful take-off Nikolaus Mohr ; Gerhard P. Thomas. With contributions by Donata Hopfen ... |
| title_short | Interactive broadband media |
| title_sort | interactive broadband media a guide for a successful take off |
| title_sub | a guide for a successful take-off |
| topic | Interaktive Medien - Breitbandkommunikation - Medienwirtschaft Medienwirtschaft (DE-588)4129410-5 gnd Interaktive Medien (DE-588)4642838-0 gnd Breitbandkommunikation (DE-588)4008113-8 gnd |
| topic_facet | Interaktive Medien - Breitbandkommunikation - Medienwirtschaft Medienwirtschaft Interaktive Medien Breitbandkommunikation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010122011&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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