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Meet the
                                                     Future of
                                                     Media Consumption

ADC Management Dialog „Neue Medien, Neue Wege“
14:00 – 15:00 Uhr
Philippe Souidi, Managing Director, CScout Trendberatung GmbH
Wohin geht die Reise im digitalen Zeitalter?
Welche globalen Trends bestimmen die aktuelle Medienlandschaft?



...Convergence
The future is here.
               It‘s just not widely
            distributed yet.
                      Mobile Monday Germany, National Summit
                               William Gibson




ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
Since 1997 CScout reports
directly from
   the global Hot-Spots
 keeping your fingers
              on the pulse.
                       Mobile Monday Germany, National Summit




 ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
CScout is a global Company founded in New
   York...                   Headquarter                            CScout Germany
                              New York                                  Munich
                                                  London
                             Florian Peter
           Toronto
                                                  Paris
                                                                                     Seoul
                                                             Vienna


                                                           Milano
                                                                                 CScout Japan
                                                                                    Tokyo
San Francisco

                                   Mobile Monday Germany, National Summit
                                                                                 CScout China
                                                                                   Beijing



                                                                                      Shanghai
         Rio de Janeiro
                                                                                       Sydney
                                      Cairo
                 Sao Paulo
                                                                                     Melbourne
                                                                    Bangalore
                                        Dubai




     ADC 30. Januar 2009                                                                         © 2008 CScout Trendberatung
CScout is translating
           new market developments
       into new profit opportunities.


                      Mobile Monday Germany, National Summit




ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
We are Screening & Monitoring
                                             Trends from
                                          early signals to
                                              radical innovations.

  High
                                        Climax:
                                       MobileMarket Germany, National Summit
                                        Mass Monday

                           Early Adoptors:
 Impact




                           Trend-Setters           Followers:
                                                   Fast & Late Followers
             Innovators:
             Lead Users
                                                                                  Retro Trends

   Low


                Low                                                        High
                                             Duration




ADC 30. Januar 2009                                                                              © 2008 CScout Trendberatung
The Future
                                          of Media
                      Mobile Monday Germany, National Summit



                                          Con-
                                          sumption

ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
Global Media Trends

                       Today, we are surrounded by a multi-level convergent media world
                       where all modes of communication and information are continually
                       reforming to adapt to the enduring demands of technologies,
                       “changing the way we create, consume, learn and interact with each
                       other”



                       ...Convergence



 ADC 30. Januar 2009                                                      © 2009 CScout Trendberatung
Convergence
means ...

any digital content


    Music              Pictures   Videos          Text



 ADC 30. Januar 2009                       © 2009 CScout Trendberatung
Convergence
means...

any time




 ADC 30. Januar 2009   © 2009 CScout Trendberatung
Convergence
means ...

anywhere




 ADC 30. Januar 2009   © 2009 CScout Trendberatung
Convergence
means ...

on any device




 ADC 30. Januar 2009   © 2009 CScout Trendberatung
Times are changing...
                                                             Time Shifting
                                                   1.
                                                                      ...whenever I want




                             Mobile Monday Germany, National Summit

     Device Shifting
3.
                                        consuming
             ...how I want
                                        Media...

                                                             Place Shifting
                                                        2.
                                                                       ...wherever I want




     ADC 30. Januar 2009                                                                    © 2008 CScout Trendberatung
Mobile Monday Germany, National Summit



Shifting to the Consumer
The Future of TV




 ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
How do people watch TV today?




                       Mobile Monday Germany, National Summit




 ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
This is where people watch TV today




                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
How
                      Who has control
                                                                 should the
                      over the ad?
                                                                 ad be?




                             Mobile Monday Germany, National Summit

                                                                  Where will
                      Who
                                                                  the ad be
                      is the
                                                                  seen?
                      viewer?




ADC 30. Januar 2009                                                            © 2008 CScout Trendberatung
Mobile Monday Germany, National Summit



Time Shifting
watching TV whenever I want




 ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
Video on demand... with DVR




                                  Mobile Monday Germany, National Summit


                       hardware based




                       online based

 ADC 30. Januar 2009                                                       © 2008 CScout Trendberatung
Video on demand... Online




                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
Web Video... at Home


                                                           Boxee

                                                           One of the CES Innovation winners, Boxee allows
                                                           you to access movies, TV shows, as well as
                                                           streaming content from websites like Hulu,
                                                           Netflix, CBS, Comedy Central, Last.fm, and flickr
                       Mobile Monday Germany, National Summit
                                                           on your laptop or on a media center connected to
                                                           a flatscreen TV.

                                                           As a quot;'Social Media Centerquot;, Boxee enables its
                                                           users to view, rate and recommend content to
                                                           their friends through many social networking
                                                           features.




 ADC 30. Januar 2009                                                                      © 2008 CScout Trendberatung
Video on demand... Online




                                          Mobile Monday Germany, National Summit




           Amazon Video on Demand on TV

           Amazon Video On Demand streaming database, with over 40,000 titles, is being added
           to TVs from companies such as Panasonic and Sony.




  ADC 30. Januar 2009                                                                           © 2008 CScout Trendberatung
Mobile Monday Germany, National Summit



Place Shifting
watching TV wherever I want




 ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
Streaming TV from your home to your
laptop and mobile phone.



                            Mobile Monday Germany, National Summit




                        hardware based




  ADC 30. Januar 2009                                                © 2008 CScout Trendberatung
Streaming TV from your home to your
mobile phone.



                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
Mobile Monday Germany, National Summit



Device Shifting
media convergence




 ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
Shifting media content to TV




                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
TV... on the internet
     Making TV content interactive


                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
TV... on the go
            Shifting TV content to
            Mobile Phones

                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
TV... on more devices




                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
...new Player in the Team
Netbooks & The Cloud



                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
Mobile Monday Germany, National Summit



Content
consumer producing the content




 ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
Democratisation: Content is
increasingly created by all



                       Mobile Monday Germany, National Summit




 ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
... and goes beyond Internet




                                           Mobile Monday Germany, National Summit




 Current is a global television network that gives you the opportunity to create
 and influence what airs on TV.


  ADC 30. Januar 2009                                                               © 2008 CScout Trendberatung
Mobile Monday Germany, National Summit



Content
It is lot more than Video




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
... all your Media and Social
Graph



                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
... all your Media and Music




                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
... your Social Graph




                                                Mobile Monday Germany, National Summit




Facebook Mobile

With Facebook Mobile, you can use Facebook on the go. Use Facebook Mobile to
upload photos and notes from your camera phone straight to Facebook. You can also
receive and reply to Facebook messages, pokes and Wall posts using text messages, or
use your phone’s mobile browser at m.facebook.com.


         ADC 30. Januar 2009                                                             © 2008 CScout Trendberatung
... all your Content on any Device




                                                  Mobile Monday Germany, National Summit




Yahoo! Connected TV - Facebook on TV

Yahoo brings its open widgets platform to the TV via set-top-box partners, Intel and built
into Samsung’s Internet@TV.

         ADC 30. Januar 2009                                                                 © 2008 CScout Trendberatung
... all your Content on any Device

Stream content from PC - With the world’s first mobile place-shifting application
for music files Didiom makes it possible to stream content from your home PC to your
mobile phone wherever and whenever.




                                                 Mobile Monday Germany, National Summit




         ADC 30. Januar 2009                                                              © 2008 CScout Trendberatung
...Home entertainment Merge




                                                Mobile Monday Germany, National Summit




Ciscos Vision - EOS

EOS will be the first major product of Cisco's push into helping media companies connect with their customers. It will combine a
delivery system, a social networking platform, and a set of tools to help consumers find the content they want, said Dan Scheinman,
senior vice president and general manager of Cisco's media solutions group.



        ADC 30. Januar 2009                                                                                                    © 2008 CScout Trendberatung
Mobile Monday Germany, National Summit



Democratization of Search
new players in the market




 ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
...Search by Person viewdle &
Face



                       Mobile Monday Germany, National Summit




 ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
...Search by Object




                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
...Semantic Search - Semantinet
Web 3.0?



                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
Mobile Monday Germany, National Summit




ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
All your Content on
                      All your Media
                                                                  any Device.
                      Content merges.




                              Mobile Monday Germany, National Summit

                                                                   Its all about
                      Each
                                                                   Creativity.
                      Device
                      needs its
                      Format.




ADC 30. Januar 2009                                                                © 2008 CScout Trendberatung
If you want to see the ground breaking
stuff, get your company the trendpool



                        Mobile Monday Germany, National Summit




  ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
trendpool
                                               is
                                              your source for global
                                            Media & Marketing Trends
                                            feeding your Innovation
                                            Process.

                      Mobile Monday Germany, National Summit


                                            Request your
                                            membership today.




ADC 30. Januar 2009                                            © 2008 CScout Trendberatung
Let‘s get it started....
CScout thank you for listening




                      CScout USA, Headquarters
                                                       CScout Trendberatung
                                 Mobile Monday Germany, National Summit
                                                       GmbH
                                                       Tumblingerstr. 2
                                                       80337 München, Germany
                                 CScout Japan
                                                       Philippe Souidi
                                                       Trend Director
                                                       eMail: munich@cscout.com
                                                       Tel:. +49 (0) 89 - 23 22 56 77

                                                        TrendBlog & Newsletter
                                 CScout China
                                                        www.cscout.com


ADC 30. Januar 2009                                                                     © 2008 CScout Trendberatung
What we also do...
                                                                   TrendPool - Trend
Innovation Management System    Executive Trend Tours
                                                                   Management System




                          Mobile Monday Germany, National Summit




                                                                       Trend Reports




 ADC 30. Januar 2009                                                            © 2008 CScout Trendberatung

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C Scout Philippe Souidi The Futureof Media

  • 1. Meet the Future of Media Consumption ADC Management Dialog „Neue Medien, Neue Wege“ 14:00 – 15:00 Uhr Philippe Souidi, Managing Director, CScout Trendberatung GmbH Wohin geht die Reise im digitalen Zeitalter? Welche globalen Trends bestimmen die aktuelle Medienlandschaft? ...Convergence
  • 2. The future is here. It‘s just not widely distributed yet. Mobile Monday Germany, National Summit William Gibson ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 3. Since 1997 CScout reports directly from the global Hot-Spots keeping your fingers on the pulse. Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 4. CScout is a global Company founded in New York... Headquarter CScout Germany New York Munich London Florian Peter Toronto Paris Seoul Vienna Milano CScout Japan Tokyo San Francisco Mobile Monday Germany, National Summit CScout China Beijing Shanghai Rio de Janeiro Sydney Cairo Sao Paulo Melbourne Bangalore Dubai ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 5. CScout is translating new market developments into new profit opportunities. Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 6. We are Screening & Monitoring Trends from early signals to radical innovations. High Climax: MobileMarket Germany, National Summit Mass Monday Early Adoptors: Impact Trend-Setters Followers: Fast & Late Followers Innovators: Lead Users Retro Trends Low Low High Duration ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 7. The Future of Media Mobile Monday Germany, National Summit Con- sumption ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 8. Global Media Trends Today, we are surrounded by a multi-level convergent media world where all modes of communication and information are continually reforming to adapt to the enduring demands of technologies, “changing the way we create, consume, learn and interact with each other” ...Convergence ADC 30. Januar 2009 © 2009 CScout Trendberatung
  • 9. Convergence means ... any digital content Music Pictures Videos Text ADC 30. Januar 2009 © 2009 CScout Trendberatung
  • 10. Convergence means... any time ADC 30. Januar 2009 © 2009 CScout Trendberatung
  • 11. Convergence means ... anywhere ADC 30. Januar 2009 © 2009 CScout Trendberatung
  • 12. Convergence means ... on any device ADC 30. Januar 2009 © 2009 CScout Trendberatung
  • 13. Times are changing... Time Shifting 1. ...whenever I want Mobile Monday Germany, National Summit Device Shifting 3. consuming ...how I want Media... Place Shifting 2. ...wherever I want ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 14. Mobile Monday Germany, National Summit Shifting to the Consumer The Future of TV ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 15. How do people watch TV today? Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 16. This is where people watch TV today Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 17. How Who has control should the over the ad? ad be? Mobile Monday Germany, National Summit Where will Who the ad be is the seen? viewer? ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 18. Mobile Monday Germany, National Summit Time Shifting watching TV whenever I want ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 19. Video on demand... with DVR Mobile Monday Germany, National Summit hardware based online based ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 20. Video on demand... Online Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 21. Web Video... at Home Boxee One of the CES Innovation winners, Boxee allows you to access movies, TV shows, as well as streaming content from websites like Hulu, Netflix, CBS, Comedy Central, Last.fm, and flickr Mobile Monday Germany, National Summit on your laptop or on a media center connected to a flatscreen TV. As a quot;'Social Media Centerquot;, Boxee enables its users to view, rate and recommend content to their friends through many social networking features. ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 22. Video on demand... Online Mobile Monday Germany, National Summit Amazon Video on Demand on TV Amazon Video On Demand streaming database, with over 40,000 titles, is being added to TVs from companies such as Panasonic and Sony. ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 23. Mobile Monday Germany, National Summit Place Shifting watching TV wherever I want ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 24. Streaming TV from your home to your laptop and mobile phone. Mobile Monday Germany, National Summit hardware based ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 25. Streaming TV from your home to your mobile phone. Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 26. Mobile Monday Germany, National Summit Device Shifting media convergence ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 27. Shifting media content to TV Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 28. TV... on the internet Making TV content interactive Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 29. TV... on the go Shifting TV content to Mobile Phones Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 30. TV... on more devices Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 31. ...new Player in the Team Netbooks & The Cloud Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 32. Mobile Monday Germany, National Summit Content consumer producing the content ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 33. Democratisation: Content is increasingly created by all Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 34. ... and goes beyond Internet Mobile Monday Germany, National Summit Current is a global television network that gives you the opportunity to create and influence what airs on TV. ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 35. Mobile Monday Germany, National Summit Content It is lot more than Video ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 36. ... all your Media and Social Graph Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 37. ... all your Media and Music Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 38. ... your Social Graph Mobile Monday Germany, National Summit Facebook Mobile With Facebook Mobile, you can use Facebook on the go. Use Facebook Mobile to upload photos and notes from your camera phone straight to Facebook. You can also receive and reply to Facebook messages, pokes and Wall posts using text messages, or use your phone’s mobile browser at m.facebook.com. ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 39. ... all your Content on any Device Mobile Monday Germany, National Summit Yahoo! Connected TV - Facebook on TV Yahoo brings its open widgets platform to the TV via set-top-box partners, Intel and built into Samsung’s Internet@TV. ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 40. ... all your Content on any Device Stream content from PC - With the world’s first mobile place-shifting application for music files Didiom makes it possible to stream content from your home PC to your mobile phone wherever and whenever. Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 41. ...Home entertainment Merge Mobile Monday Germany, National Summit Ciscos Vision - EOS EOS will be the first major product of Cisco's push into helping media companies connect with their customers. It will combine a delivery system, a social networking platform, and a set of tools to help consumers find the content they want, said Dan Scheinman, senior vice president and general manager of Cisco's media solutions group. ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 42. Mobile Monday Germany, National Summit Democratization of Search new players in the market ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 43. ...Search by Person viewdle & Face Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 44. ...Search by Object Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 45. ...Semantic Search - Semantinet Web 3.0? Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 46. Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 47. All your Content on All your Media any Device. Content merges. Mobile Monday Germany, National Summit Its all about Each Creativity. Device needs its Format. ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 48. If you want to see the ground breaking stuff, get your company the trendpool Mobile Monday Germany, National Summit ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 49. trendpool is your source for global Media & Marketing Trends feeding your Innovation Process. Mobile Monday Germany, National Summit Request your membership today. ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 50. Let‘s get it started.... CScout thank you for listening CScout USA, Headquarters CScout Trendberatung Mobile Monday Germany, National Summit GmbH Tumblingerstr. 2 80337 München, Germany CScout Japan Philippe Souidi Trend Director eMail: munich@cscout.com Tel:. +49 (0) 89 - 23 22 56 77 TrendBlog & Newsletter CScout China www.cscout.com ADC 30. Januar 2009 © 2008 CScout Trendberatung
  • 51. What we also do... TrendPool - Trend Innovation Management System Executive Trend Tours Management System Mobile Monday Germany, National Summit Trend Reports ADC 30. Januar 2009 © 2008 CScout Trendberatung