disruption & delight srinivasan, vp bd, ankeena.pdf · the rebirth of progggramming death by...
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DISRUPTION & DELIGHTCII Brand Summit
th
DISRUPTION & DELIGHT
Feb 19th 2010, Bangalore
Deepak Srinivasan, VP BD, Ankeena
NEW MEDIA INFRASTRUCTURE
1Confidential 3/16/2010Copyright Ankeena 2010
About AnkeenaTechnology for New Media Infrastructure
Massively Scalable Server – Deliver New Media with QoE.
Founded: Feb 2008. www.ankeena.com
Investments: Clearstone, Trinity, Mayfield, Juniper
HQ – Santa Clara. Office in Chennai.
New
Media
Infrastructure
Veteran Entrepreneurs, Execs.
Multiple customers - www break com
Infrastructure
Multiple customers - www.break.com .
Leader for high performance video and media delivery.
23/16/2010Copyright Ankeena 2010
Intro
Deepak Srinivasan, VP BD & Corp Dev at AnkeenaLiving the
Third
!5 years in Digital Media & Devices
d
Broadband
Wave!5 years in Digital Media & Devices
Past –Interactive Ad, IPTV, Consumer Broadband,
www.linkedin.com/in/deepakslinkedin Loving the
Third
Broadband
Wave
3Copyright Ankeena 2010
Disruption & Delight
Dramatic Rise of Online Video
Experiencedisrupt
Growing Availability Of Content
Hifty
p
delightEase of
Playback Devices
Expectationdelight Devices
DisintermediatedServiceService
Providers
4Copyright Ankeena 2010
The Role of Technology
Hifty
CONTENT AUDIENCESERVICE
consumercreator enabler consumercreator enabler
TECHNOLOGYCopyright Ankeena 2010
Expectation & Experience
Get it On Demand
The Shift in Online Media/Video Consumption
Get it. On DemandAny content, Anywhere, Anytime, 3 Screens
Feel it High touchFeel it. High touchUnbroken, Tactile, Anticipatory
In it. ImmersiveHifty
In it. ImmersiveNatural Quality, Perceptual, In Any Device.
With it. Social ViewinggDeportalization, Twitter , FB, iPhone Remotes
Be It. PersonalI am the content, the content is me
6Copyright Ankeena 2010
The Rebirth of Programmingg g
Death by Appointment
Importance of Curation and Mid-Tail Content
Death by Appointment. Dying habits in an On-demand World.
Curation for the DurationCuration for the DurationLinear Tv, Served On-Demand. Steve Rubel
Highly Recommended AlgorithmsHighly Recommended AlgorithmsNetflix, Contextual Targeting
DIY ChannelsDIY ChannelsYouTube, Livestream…
Mid-Tail Wags More
7
gMade for Net, Cross Media Engagement.
Copyright Ankeena 2010
The Fight for Audienceg
Audience Flight
Content Providers and Service Providers – Slug it out
Audience FlightDistracted Viewing, Flight to Online, All Ages
The Zero Sum GameThe Zero Sum GameHulu’s gain is Comcasts Loss.
Entitled Subscribers - IndeedEntitled Subscribers IndeedNeed TV Anywhere, 3-Screen - Servers
Digital Pennies, Analog DollarsDigital Pennies, Analog DollarsControl B/W, Improve Margins
Audience Data & Advertising
8
gNon-PII Data, Geo-dem Advtg,
Copyright Ankeena 2010
Plumbing New Heightsg g
Improved Quality
New Media Infrastructure Rises to the Challenge
Improved QualityTYV Like Quality Across all Devices.
Increasing ScaleIncreasing ScaleA Tenth of the capex and opex,
Systems for Three ScreenSystems for Three ScreenServer Consolidation – Multiple Formats.
Adapt to Social BehaviorAdapt to Social BehaviorSocial Grouping, Hotspots, Viral Videos
Deep Media Intelligence
9
p gNon-PII Data, Dynamic Steering, Logging.
Copyright Ankeena 2010
Unlikely BedFellowsy
Long tail Mid tail and Viral Videos
Content Providers and Service Providers
Long-tail, Mid-tail and Viral VideosDynamic, Adaptive Propagation of Hot Content
QoE and EngagementQoE and EngagementTV like Quality, No Buffering, Extends Viewing Time
Server Side AdvertisingServer Side AdvertisingReduced Breaks, Smooth Viewing, Better Audit
Social IntelligenceSocial IntelligenceKnowledge of Friends Circle – Improved Delivery
Improved Targeting – Context
10
p g gThe Combination of Content and Non-PII Info
Copyright Ankeena 2010
The Role of Technology
Hifty
CONTENT AUDIENCESERVICE
consumercreator enabler consumercreator enabler
TECHNOLOGYCopyright Ankeena 2010
