The keys to the Kingdom are mine. How digitalisation put the 'me' into media | SMLXL - Business and Communication Innovation from Alan Moore

The keys to the Kingdom are mine. How digitalisation put the ‘me’ into media

July 22nd, 2005

Ed Richards, Senior partner strategy & Market Development at OfCom talking at the Westminster media forum had some very interesting things to say, about the evolving nature of media and communications .
Ed Richards says:

The traditional means of control, which have rested squarely on scarce spectrum and mono functional distribution systems are gradually facing challenges, not least from each other, from the increasing flexibility of different distribution systems, either through network enhancement (DSL, cable, mobile), reception device capability (PVRs, PCs, Televisions) or through a combination of these systems and devices.
We see consumers enjoying their new freedoms:
Not only greater flexibility around listening, viewing and communicating, but downloading, podcasting self selection. They are blogging and becoming providers of their own content or becoming part of the journalistic/creative process in collaboration with formal organisations. SMS/ring-tones illustrate where consumers decided what they valued and how they wanted to use mobiles, contrary to the expectations of the Companies. For companies, for businesses, it is also a time of change.

The Economist on April 2 used the word 'survival' when discussing how companies need to realign not only what they make but also their go-to-market strategies in the face as Ed Richards says

A gentle, gradual, evolving, historic act of liberation.

I wish I had said that.
But then I also wish I had said

Image advertising is the junk mail of the 21st century

John Grant in his book After Image . A must read people
But that is the point for businesses. The situation is this:
Product parity rules – Amen
The cost of marketing communications has risen to a point of absurdity
I can get it cheaper online AND increasingly online
I can edit my life and I can edit you out
I can search
And, I can get richness and reach
Both the demand and supply side of the equation has changed – fundamentally
Your business models are under threat.
The old rules don't really appply anymore
The consumer is King/Queen/:President. Anointed by The Economist 2nd April 2005.
I think that'll do for now

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