FinNode USA - Next Screen
Digital living room is starting to bloom – and various companies are looking to tap into the third screen opportunities. Apple just relaunched AppleTV, Google came out with GoogleTV – and electonic giants like Samsung is tapping into this. More traditional TV players like Comcast, AT&T, Netflix etc are very heavily bombarding consumers with various offerings – you can play unlimited movies from Netflix through your Wii game consol now. On the other hand tablet (like iPads etc) sales will reach $54.8M in 2011 (this year $19.5M), and $208M in 2014. Consumers will be buying tablets instead of other devices. The all-in-one nature of media tablets will result in the cannibalization of other consumer electronics devices such as e-readers, gaming devices and media players. As a category, the tablet is undeniably going to be the winning category in mobile computing in the next decade. App stores will become a norm for both tablets and eventually for TVs. Operators and service providers are searching their business models in all these new market opportunities.
The goal is to map the ‘Next Screen’ ecosystem, mechanisms and the market opportunities. Finland has not been strong in ‘digital livingroom’ but here could be new unexplored opportunities for the Finnish gaming, mobile and Internet/Digital Media companies. Very important for the National Innovation Strategy, Tekes (Media Activation/OHME, Mobile Consumer Applications, Digital Productization Process), Finpro, VTT, Tivit and OSKEs related software and digital media – and for all the companies in Finland related to gaming/mobile/digital media. Market Opportunity Map will point to the direction what measures Finland should take in order to be competitive in this new market opportunity and to provide an understanding of new needs.
Next actions
Next Screen dissemination event on November 20, 2012
Evaluating new media / next screen related products at CES 2013
Change in media authoring might need more studying
New ways of advertising might need more studying
Key findings
Multi-tasking around media (watching TV when using laptop, tablet, phone) causes changes in media authoring.
• Need to integrate and synchronize many channels and feeds
• Attention span is getting shorter
• Media companies still need to engage the audience
• 3D is there to stay but only for certain types of content
• Movies and movie theaters are driving the adoption
• Multiple technologies in use -> consumer confusion
• Advertising still has a big role but it needs to adapt (see above)
• Tablets are now mainstream, E-Readers will live, but as niche products
FinNodeUSA NextScreen 2012 (pdf) (277.9 KB)
Pekka Pärnänen
Finpro Santa Clara
+1 408 748 7400
pekka.parnanen@finpro.fi
