Accenture Survey Finds Broad Agreement Within Media and Entertainment Industry on Direction of Digital Market
Author:
For example, nearly 80% of executives said that their organizations have a consistent view of intellectual property rights (i.e., have the same understanding of the rights associated with a specific intellectual property across their entire business). In Accenture’s experience, considerably fewer organizations actually have the flexibility necessary to capitalize on fast-developing opportunities.
“We interviewed executives at the very top of their organizations, and at this level it might appear that they share a consistent and flexible view of intellectual property,” Mann said. “However, in many cases we believe this will actually require inordinate manual efforts, or work-arounds, throughout the organization each time a new distribution channel is launched. Such a cost structure is not sustainable over the long run.”
Among the survey’s other key findings:
Digital advertising will drive a large portion of future revenues. Almost every media company is trying to adapt to the reality of digital advertising as a major source of revenue. Fifty-two percent of respondents said they see digital advertising eclipsing traditional advertising within five years, and 62% said they believe that content will be supported by a variety of digital advertising methods, including branded content, search, sponsorships, performance and a mix of all of these within the next five years.
The Web 2.0 phenomenon is here to stay. Two-thirds (66%) of respondents said there is no likelihood of the Web 2.0 “bubble” bursting during the next 24 months, and 71% said they do not see any risk in allowing their brands to be associated with social media.
Uncertainty as to when the mobile market will take off. Whenasked when they believe the nascent mobile market will become a mass market, respondents were split, with slightly more than half (55 percent) saying within three years, while slightly less than half (45%) said they believe it will take longer.
There are several barriers to the mobile market. Consumer readiness continues to be singled out as a barrier to the mass uptake of the mobile market, cited by half (51%) of the executives surveyed. Respondents also cited other barriers, including companies’ ability—or lack thereof—to provide a consistent user experience (cited by 42% of respondents), as well as a lack of readiness among both content owners and mobile operators/networks (cited by 37%).
