Online Advertising: Positive Prognosis Nordic Innovation Center’s Report New Business Forms in e-Business and Media, ‘e

1. Online Advertising: Positive PrognosisNordic Innovation Center’s ReportNew Business Forms in e-Business and Media, ‘e-Media’

2. 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

3. 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

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

5. 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)

6. 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

7. Discussion