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Author:Stenbäck, Anders
Title:Using road mapping for media convergence strategy formulation - Challenges of multiple media publishing from the perspective of a large media company
Asiakaslähtöisen media-konvergenssistrategian luominen teknologiapolun avulla
Publication type:Master's thesis
Publication year:2010
Pages:81 s. + liitt. 5      Language:   eng
Department/School:Elektroniikan, tietoliikenteen ja automaation tiedekunta
Main subject:Viestintätekniikka   (AS-75)
Supervisor:Oittinen, Pirkko
Instructor:Kyttänen, Jarkko
OEVS:
Electronic archive copy is available via Aalto Thesis Database.
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Location:P1 Ark Aalto  1485   | Archive
Keywords:convergence strategy formulation
technology roadmap
disruptive technologies
mobile content services
media convergence
3G
product development
innovation management
newspaper business model
mobile value added services
Abstract (eng): Media convergence is an investment challenge for a media company - when is the right time to invest in new technology enabling new distribution channels?
To deal with the challenge, in this study a four step process is proposed based on the formulation of a convergence strategy and a technology roadmap.
The convergence strategy is formulated in four steps 1) identifying user needs that defines 2) the service criteria.
These are combined with the currently available and future enabling technologies by establishing a 3) technology roadmap.
The roadmap defines when the enabling technologies reach mass market penetration and hence when to invest in and launch new services. 4) This, combined with a sustainable business model is achieved when user needs, technology and the pricing model meets end-user demands.

The customer centric product development model relies on managing the capabilities of the organization and developing these.
By ana1yzingcustomer needs and how customers use the services insights into fundamental customer needs can be found.
Then by piloting and testing new service concepts together with customers the media convergence can be managed successfully.

This study looks at a case company from 2003 to 2010 and their efforts on defining a mobile service strategy.
As such, we see that only with the introduction of disruptive new technology in the form of intuitive, easy to use mobile devices in mid-2009 mobile content service usage has really taken off.
Abstract (fin): Työssä käsitellään media-konvergenssia investointiongelmana suuren sanomalehtitalon näkökulmasta.
Asiakaslähtöisen konvergenssistrategian luominen tapahtuu neljässä askeleessa: 1) asiakastarpeiden määrittely, josta syntyy 2) palvelukriteerit.
Näitä yhdistetään teknologian tarjoamiin ratkaisuihin 3) teknologiapolun avulla. 4) Kannattava liiketoimintamalli rakentuu asiakastarpeiden, teknologian ja hinnoittelumallin kohdatessa.
Asiakaslähtöisen tuotekehitysmallin keskeinen osa on organisaation sisällä olevien kyvykkyyksien hallinta ja kehittäminen.
Käyttäjien tarpeita analysoimalla saadaan tietoa piilevistä tulevista tarpeista.
Kyvykkyyksien sekä tuotealustojen kehittämisellä sekä pilotoimalla ja testaamalla tuotetta yhdessä asiakkaan kanssa varmistetaan että mediatalo pysyy kilpailukykyisenä media-konvergenssin edetessä.
Työssä tarkastellaan konvergenssistrategian luontia sekä mobiilipalveluiden kehitystä case yrityksessä vuosina 2003 - 2010.
Johtopäätöksenä voidaan todeta, että vasta disruptiivisen mobiili päätelaitteiden markkinoille tulon myötä kesällä 2009 mobiilisisältöpalveluiden käyttö on muuttunut massailmiöksi.
ED:2010-09-14
INSSI record number: 40783
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