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Explore solutions for media and entertainment
Remember “watch parties,” where people would gather together at a certain time on a certain evening to see a new TV episode? Well, the party’s over. Now, the television-watching experience is becoming an individual, online endeavor—and the “binge viewing” trend is upon us. Indeed, to satisfy such viewers, Netflix took the unprecedented step of releasing all 13 episodes of the dramatic series House of Cards at the same time. And it’s important to note that Netflix, which began as a streaming service, created and produced House of Cards—a clear demonstration of just how much a business model can transform when the goal is to use content to connect with customers.
Use cloud technology to help transform your business model
As leaders of media and entertainment companies reassess positioning to create a sustainable business model in today’s digital-content era, cloud technology offers tremendous opportunities to support them. They can use infrastructure-as-a-service for rapid prototyping, faster time to market and adoption of innovative ideas. And platform-as-a-service gives teams a single-solution environment to develop and deploy apps to multiple domains—a great way to let consumers access digital content on smartphones or tablets.
For example, Tennis Australia uses a private cloud solution to increase visibility for the Australian Open event, opening up new web and mobile communications channels in a way that scales to accommodate a constantly changing number of viewers. Multiple servers help ensure that the matches are available without interruption—precisely what fans expect. With cloud technology, media and entertainment companies can “spread their wings” to transform business models in a competitive environment. And remember, for many company leaders, a dollar not spent on content is a dollar wasted—and cloud solutions can be written off as an operating expense.
To truly know your customers, employ big data and analytics
Media and entertainment teams are particularly keen to identify, gain and retain their best customers—both advertisers and consumers—while they manage relationships with a range of channel partners. And this industry, more than most others, must deal with large amounts of unstructured data. So to truly know your customers, let big data and analytics technologies do the heavy lifting. Instead of surveys and focus groups, use social media metrics to measure brand recall, product preference and purchase intent. The IBM Social Media Analytics solution delivers premium value in this arena, because The tools are specifically created to help teams use metrics to better understand their entire universe of users.
And don’t overlook the power of the latest hardware appliances to support analytics: one large online content provider deployed an IBM data warehouse appliance to power the multi-terabyte data analysis required for behavioral targeting, lookalike modeling and content targeting. The company used this data to create finely targeted content for a new advertising-based revenue model. As a result, advertising revenue grew by 30 percent, and ad response increased more than tenfold.
Feed the need: let consumers access content on their preferred devices
People are ravenous for content, and it’s up to you to help them consume as much of it as they desire. Use mobile technology to deliver high scalability to mobile devices such as smartphones and tablets—without sacrificing security. The organizer of the Wimbledon Championships, the All England Club, used IBM solutions to create closer relationships with fans when it put real-time, media-rich information at their fingertips. By integrating multiple sources of structured and unstructured data and then distributing it to analytical tools, mobile apps and global TV broadcasters, the All England Club was able to deepen relationships with fans. “The shift in the digital landscape has been enormous over the past four or five years, with more and more people now accessing our website on mobile devices,” says Mick Desmond, the organization’s commercial director. “So we need to innovate and ensure that we give fans the information they want, via the channel they prefer.”
In this business, security is never an afterthought
Security is paramount for media and entertainment companies, and leaders are rightfully protective of the content that is the “life blood” of the company. Digital consumers are concerned about security, too—but they still want an integrated experience that is based on their preferences, intentions and real-time needs. Today’s security technology helps create a foundation of trust—and IBM has been positioned as a leader in the Magic Quadrant for Security Information and Event Management by analyst firm Gartner. With well-considered security solutions, media and entertainment teams can take action to protect content with strong access-governance solutions, and customers can feel confident that their information is secure.
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