O NLINE A DVERTISING : P OSITIVE P ROGNOSIS N ORDIC I NNOVATION C ENTER ’ S R EPORT New Business Forms in e-Business and Media, ‘e-Media’ 1 Ravi Vatrapu Course Portal: Facebook Group: Etherpad: Thursday, 10-Feb-2011 EB22: Online Marketing: Lecture 03 Auditorium 4, ITU, Copenhagen, Denmark

Project Background  Nordic Focus  E-Business and Media  Predecessor is e-Forum  5 research organizations  3 printing companies  3 E-Business system vendors  2 service providers 2

Scope  ‘e-Media’ refers to the intersection of e-Business and media  Prior Study: Need for new service forms and business models  Scope of the research project is to :  identify, evaluate, and develop new and innovative service forms and products  develop new business models  identify new value chains and business models  define the need for re-organisation.  bring to the market 3

Methods 1.Evaluation of Megatrends (literature studies, and analyses of national research reports) 2.Development of a framework for innovation in e-Media 3.Innovation framework: Market-based industrial business models or informal business models 4.Application of the innovation framework to identify innovation embryos (brainstorming) 5.Pilot studies of eight new e-Media services 4

Main Results-1  Strong print orientation of the Nordic countries  70 % print ads in the recent past  Increased Competition  Digitization of the media  New content providers  Consumers becoming producers  Innovation needs to be an integral part of the corporate strategy  “In the future, for it to be able to collect incomes from advertisements, the media must support consumers’ buying processes” (p. 6) 5

Main Results-2  Trends  E-Business growth makes Online Advertisement important  New marketing networks are both opportunities and threats  Internet access is 75–90 % of the Nordic households  Mobile access is increasing  From standalone desktop applications to cloud computing  From proprietary to open, platform-based services  De-bundling of omnibus services  Terminal-convergence also leads to service-convergence  63 innovation ideas and 8 pilot studies 6

Discussion 7