Strategy Media Competences Jan Hein Koningsveld Llm Mrs. Drs. Hermien Mijnen

1. StrategyMedia CompetencesJan Hein Koningsveld LlmMrs. Drs. Hermien Mijnen Istanbul, April 2008

2. Project Media competences A collaboration of: CMC - Het Centrum voor Merk en Communicatie www.cmcnet.nl KVGO - Koninklijke Verbond van Grafische Ondernemingen www.kvgo.nl NUV - Nederlands Uitgeversverbond www.nuv.nl Realized by:TNO-ICT www.tno.nl Kenniscentrum GOC www.goc.nl

3. Objectives To take care of • development of • competences of • professionals within the multi-media communication industry (advertising, marketing, graphic and publishing industry)

4. Components of the project B Examination of existing qualifications A Long range survey C Framework of media competences

5. Reconnaissance of the future • Present value web • Scenarios for the future • Vision for the future

6. AdvisinAg Advertising Consuming Aggregation Production of Content Realization Distribution Present value web Distinctly different roles As we will see later on, little changes are expected As to these roles as such.

7. The value web is on the move Digital and online editions are becoming Increasingly important additionsto folio publications • Although print still is the main source of revenues, one can notice an increasing demand for online editions and/or digital additions • Familiar offline trademarks are being used to create an online position and to keep hold of the consumer

8. The value web is on the move Reaching the consumer is becoming increasingly difficult for advertisers and publishers: • Due to disintegration: more titles, more channels in search of more specific target groups • Consumers becoming content producers (user generated content)

9. The value web is on the move Formerly clearly different parties tend to compete with one another and take over each others roles • Advertisers take over the organizing role of agencies • Printers start organizing distribution and sometimes start publishing • Publishers broaden their merchandise to specific target groups (cross-medium)

10. What does the future look like ? • Advertising agencies will loose their grip on the advertising market • Publishers have to deal with user generated content • Printers have to compete with online media • Everybody tries to adopt new roles: more and stronger competition

11. Major uncertainties of the future Physical or virtual What will be the dominant means of communication? Tangible information and physical communication in the “real world” vs. Digital information and communication in an “online world”” How fast will more traditional means of communication move in the virtual direction? Controlled or uncontrolled What will be the level of control? Central control and production of the media and marketing supply vs. Consumer initiative and numerous channels

12. Mass Melissa Niche Nick • ranking bestselling worldwide • emphasis on VISUAL: a lot of • stimuli / print surrounding us on • screens, led curtains etc. • many ‘old’ media in new forms • “business as usual” –mass-economic principles remain dominant niche is no niche but ‘common practise’ • Exchanging everything • recommendations through contacts • reputation based on network, • track record • virtual trials • sponsorships • Orientation on personal habitat • mouth-to-mouth, test-use • personal relations and confidence • importance of physical location and of • geographical nearness: the (modern) Agora • personal encounters, picnics, meet-and- • greet, micro-debates Local Luca Networked Nelly Four scenarios for 2015 • service on the base of ranking best • matches using intelligent • surfprofiles • controlled (on-line) chain • succesfull innovations from within • the “communities” turned into • commercial applications

13. Mass Melissa Niche Nick • Consumers keep on paying for subscriptions on physical publications • Mass media and mass communication keep on attracting advertising money • Consumers are prepared to pay for (real) added value • Perzonalized advertising • Revenue sharing with content providers “Earning money with mass and scale” “Earning money with added value” “Earning money with local activities” “Earning money with relevant content” • Consumers pay for relevant content per item (as recommended by friends) • Sponsored content • Revenu sharing with users • Consumers are prepared to pay for local content • Access to + extra services for certain events • Regionalized advertising Local Luca Networked Nelly Different exploitation models for each scenario

14. What are TNO’s expectations for 2015? • First years: emphasis on small-scale and social networks • Development into a virtually-controlled world • Completely personalized and made to measure reacting on consumers needs • Making money in and from the virtual world

15. Registered Centrally controlled supply Massa Melissa de meerderheid de baas Niche Nick hoe hij surft, zegt wie hij is TNO vision 2015 virtual online communication physical tangible communicatie dominante communicatievorm mate van sturing Verbonden Vera wereld door vrienden van vrienden Locale Luca mijn regio van ons-kent-ons • The Niche Nick scenario comes closest to TNO expectations • People will have a need for organization and (some form of) control • In due time commercial business models seem feasible, assuming that consumers are prepared to pay for value added services ongeregisseerd gebruiker initieert What does TNO expect for 2015?

16. Implications for advertisers, publishers and printers? • Traditional roles will exist • But the way they are realized will change • Examples:development of crossmedia concepts, control of concepts delivered by users, production of hybrid content (combinations of text, image, sound), the ongoing development of (online) paying systems, Digital Rights Management, offering of portals en search engines, online sale of content and distribution • Blur of boundaries • Competences get shared

17. Vocational education • Enormous number of certificates and licenses, some very broad, others amazingly narrow • Confusing • For those already at work: an enormous variety of educational opportunities especially in the fields of communication and marketing

18. Changes in professional life • No standard profiles, but “T-profiles” • Specialismswith 2 - 3 supplementing disciplines (journalist capable of filming, webdesigner editing short texts, printer who advises etc.) • Or all-rounders (narrow knowledge of many things) and super specialists

19. Conclusions • Roles won’t change, unlike activities and tools • Present competences of MBO en HBO remain useful • Instruments, applications and context do change • The diversity of profiles will further increase: not more competencies, but more combinations • Not necessary to develop new competences • But re-arranging and coloring in • We must search for ONE open and flexible model for the media sector

20. For further information Mrs. Hermien Mijnen, project leader Media competences; h.mijnen@goc.nl http://www.goc.nl/mediacompetenties.aspx • AND

21. Framework • For the branch of industry: communication with educators • For companies: management of competencies (recruitment, selection, assessment, career planning) • For educators: drawing up exams and curricula

22. Framework • Communication with educators • Plans for the entire sector/ requests of subsidies relating to educating Branche CMC/KVGO/NUV Framework Media Competences Vocational Education Courses Primary vocational education Companies • Reqruit • Select • Educate and develop • Evaluate • Educate • Qualify • Examinate • Educate • Qualify • Examinate

23. Framework Media Competences

24. To be developed • Not prescribed profiles, but a catalogue for the compilation of a unique personal job- or education profile • Jointly maintained systems • Managed by the branch on the basis of expertise and research • Digital catalogue

25. For further information Ms. Hermien Mijnen, project leader Media competences; h.mijnen@goc.nl http://www.goc.nl/mediacompetenties.aspx