accenture 2017 vision trends technology by people for people

MEDIA AND ENTERTAINMENT

2017 VISION TRENDS

The Accenture Technology Vision 2017 identifies five

technology trends that will empower people to achieve

more in the era of the intelligent enterprise.

3www.accenture.com/technologyvision

Technology changes are all around us, and coming faster than ever. But no longer are we waiting and wondering how the latest digital technology advances will change things; rather, we’re taking control and shaping technology to fit our needs, large and small.

TECHNOLOGY FOR PEOPLE


TREND 1


ARTIFICIAL INTELLIGENCE (AI)

IS EVERYWHERE

The success of digital assistants, starting with Siri on the iPhone to in-home applications

with Google Home and Amazon Echo, is propagating the use of AI in our everyday lives.

The implications for media companies comes inherently from the companies driving AI –

Amazon, Apple, Google and Microsoft. All four have major investments in media and

entertainment.

AI is being used to solve the age old challenge of simplifying search and discovery. AI

helps consumers access their media with voice control, whether it be playing a favorite

playlist via Alexa on Echo or searching for all movies by Woody Allen on the Apple TV.

AI is what powers the voice search capabilities that have extended beyond the internet

companies to the likes of cable providers like Comcast with its X1 platform.

TREND 1

TREND 2


ECOSYSTEMS ARE BECOMING

INCREASINGLY IMPORTANT FOR

MEDIA COMPANIES AS THEY

SEEK TO KEEP PACE WITH THE

ONGOING DISRUPTION

Successful media companies need to be fluid and flexible with the selection of ecosystem

partners that enable core products or services or help them redefine competition.

For example, AT&T invested in Invidi, an addressable TV platform, to help improve its

ability to optimize advertising revenue. The investment gave AT&T a controlling stake in

Invidi allowing them to help control the direction of platform improvements.

TREND 2


TREND 3


WITH CONTINUOUS DISRUPTION,

FORWARD-THINKING MEDIA

COMPANIES WILL NEED TO

CONTINUE TO ALTER THEIR

TRADITIONAL OPERATING MODELS

It will be imperative to hire new talent pools to build additional capabilities that support the branding,

marketing and service launch of new digital experiences.

Winning media companies will optimize the use of workforce marketplaces as a differentiator to ensure

that they have access to talent to build out capabilities needed for emerging modes of entertainment

such as augmented and virtual reality.

TREND 3


TREND 4


AS M&E OPTIONS AVAILABLE TO

CONSUMERS MULTIPLY INEXORABLY,

THERE’S A RISK OF OVERWHELMING

THEM WITH CHOICE.

Beyond the various forms of content – be it video, social or videogames – there is increasing complexity in

the availability of content on different services, such as Netflix versus Amazon. While companies manage

their businesses around this complexity, consumers shouldn’t have to think about it. Successful media

companies will design for humans by creating simple, easy to use interfaces that enable consumers to

access their content when, how and where they want.

A great example of this is Comcast’s Xfinity platform, which integrates live TV, video on demand, DVR

content and 3rd party content all within one interface accessible through native voice control. The

integration of Netflix and the announcement of YouTube soon to be available via Xfinity on the set-top-box

eliminates the need for consumers to switch TV inputs from one box to another. This type of design thinking

takes into account activities that consumers were already engaging in but makes it easier and more

intuitive.

TREND 4


TREND 5


NEW BUSINESS MODELS AND NEW DELIVERY

MODELS ARE BEING DEFINED IN MEDIA AND

ENTERTAINMENT TODAY AND WILL DEFINE

NEW STANDARDS AND RULES OF

ENGAGEMENT TOMORROW.

For example, the video value chain has seen ongoing disruption since the advent of Netflix and

YouTube. Netflix redefined subscription models to be advertising free while YouTube redefined content

to be user generated and semi-professional. Both companies have broken down geographic barriers

and created a lower cost expectation for access to desirable content. These changes have redefined

the game for content acquisition, from the type of content, the breadth of rights and new creative

freedom.

In the music industry, streaming subscription based music has become the dominant form of

consumption, again changing how labels and artists approach the business. Expect to see more rule

changing and redefinition as the dust settles in the migration to digital and with its ongoing evolution.

TREND 5


GLOBAL SURVEY DEMOGRAPHICS


SURVEY DEMOGRAPHICS – CROSS INDUSTRY

Headquarters n=5,466

Argentina 121

Australia 274

Austria 90

Brazil 270

Chile 128

China 275

France 318

Germany 310

India 226

Ireland 99

Italy 241

Japan 300

Portugal 50

Qatar 111

Russia 98

Saudi Arabia 111

Respondent Location

(Continued)n=5,466

South Africa 249

Spain 273

Switzerland 256

Turkey 101

United Arab Emirates 113

United Kingdom 360

United States 740

Denmark 16

Finland 19

Norway 16

Sweden 14

Indonesia 60

Malaysia 62

Singapore 65

Thailand 61

Respondent Location n=5,466

Argentina 122

Australia 263

Austria 85

Brazil 283

Chile 134

China 286

France 299

Germany 317

India 267

Ireland 106

Italy 246

Japan 273

Portugal 55

Qatar 110

Russia 106

Saudi Arabia 109

Headquarters

(Continued)n=5,466

South Africa 233

Spain 262

Switzerland 272

Turkey 97

United Arab Emirates 115

United Kingdom 372

United States 777

Denmark 17

Finland 18

Norway 17

Sweden 15

Indonesia 59

Malaysia 59

Singapore 69

Thailand 62

THANK YOU

#TECHVISION2017www.accenture.com/technologyvision

https://www.accenture.com/us-en/insight-disruptive-technology-trends-2017?src=SOMS&c=cmt_comdatechss_10000007&n=smc_0416