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IBSF Switzerland Institut for media and social research

In the years 2007 and 2008 we examined the CROSS-medial behavior Swiss population at an extensive data record (N=86'608). Owing to the great support of IAM, BAKOM and MEDIAPULSE we knew singular single SOURCE evaluations would drive through, in order to compute the multiple medium use (74.7% Swiss population starting from 15 years on one average day). Beyond that data are possible to the monomedial medium consumption (20,7% Swiss population) and for the refusal of the medium consumption (4,6% Swiss population).

The diagram is the only Crossmedia representation with Swiss numbers, who exists after our knowledge. It considers both different medium kinds and the aspect of the time, which is essential for the computation of Crossmedia. 

Down two Referate about Crossmedia and convergence. From the temporal distance (2006-2009) its own tension results. Older remarks to the topic are in Web archives (left forum history). Unfortunately our appraisal was lost out of the year 1999 in the CyberSpace. To it we recommended to the enterprises not to transfer the Free space model of the new media since the risks were higher than the chances to be able to work at longer term profitably. Perhaps history will quite give us.

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Paper revised read version SGKM 26. March 2009 (study data and tables/diagrams with authors)

Crossmedia - as measure?

Max Mueller 

The NZZ describes Crossmedia at the same time on its on-line platform as communication of a topic, over several channels in several medium kinds. The answer of our question Intermedia and Crossmedia as measure? is therefore: It functions only with time budget studies, because only they can control the aspects different medium kinds and for time . Anyhow Crossmedia can only be measured with time-sensitive studies, because only the dimension permits the time (routine of the day) to determine overlays.

Prefaces

I speak here as a medium researcher for the range, which admits as applied public research is. Medium researchers think about large Swiss medium and social studies and realize these, or parts of it, within the methodical and analytic range or would drive through secondary analyses. Applied research produced with standardised and industrial methods information (medium researcher inside in the media area, socialresearcher inside e.g. with continuous federal studies like the SAKE or the LIK etc.). Those among us, whom is occupied for many many year with profile data, remember certainly the humility, which us in each case attack, if we see the results of our analyses, which nobody wants to see otherwise and which in depressing succession persistent to repeat itself. I remind of the knowledge gap effect, which to us here Professor Heinz Bonfadelli taught at this university before 20 years, at the likewise infinitesimal layer and sex specificities in the education studies or the medium use behavior of broad social classes, which show up amazingly sturdily and stably.

Crossmedia is not an invention of the modern times, it gives there the famous Marcus Ulpius Traianus example, whose execution I saves them now. Newer date however are the implications, which are discussed today under the term of the convergence . To the convergence and one says much. The discourse began end of the eighties of the last century and it to know it all. Usually becomes between technical convergence (the driving moment of the convergence), business convergence (when ability from enterprises to the structural change and Crossmedia planning) and qualifikatorischer convergence (in the form of changed qualification requirements and qualification profiles as challenge to the training centres, e.g. the IAM, which trains today beginning lady journalists and UnternehmenskommunikatorInnen in one medium convergence area ) differentiated.

In the scientific appraisal for the development of the media in Germany between 1998 and 2007 Hans Bredow institute for media research at the University of Hamburg remarkably new is to the business convergence, thus the structural change of the media world, the business models and the ownership structure released by the digitization. In former times we spoke of the ability from enterprises to the structural change and Crossmedia planning , today harvest we the results (medium concentration further too, P. 285 takes). And you know completely exactly: With changes of ownership structure the fun stops in the media world. The appraisal from Hamburg is something from the most intelligent one to the topic, which was lately written.

Do we have to really measure Crossmedia?

The call after Intermedia studies and Crossmedia data exists world-wide and with increasing urgency (footnote 1). The pressure originates from the numbers of the new CROSS Sellers and the established publishing houses guessed by converging media and fragmented markets increasingly in compulsion to act and media companies. It was not Gavin O'Reillys, president of the world union of the newspapers, which demanded 2008 in the autumn implicitly, (it spoke of the growth market newspaper) separate it was following its paper Peter Würtenberger, who said, the media companies would have their total ranges better marked out. The Springer marketing boss demanded a new CROSS-medial currency and called market study and federations to develop a currency the CROSS-medial offers illustrates.

Those in practice transact Medienwissenschafter and medium science gutters must therefore with these questions concern itself whether they want or not. We know: In the current applied media research there are two possibilities of measuring and of proving multi-medium use. Either different data sources will become fused or all data at a source raised.

For data fusions there are beginnings, particularly in recent time, which good results show. But with the data fusion or data integration in my opinion a considerable deficit at transparent and in the profile exists tested models. It is missing also at basic and validation studies by theoretically well trained Wissenschafter/inside (there you are of the SGKM at the universities demanded, if you can do that, it are rather difficult). The WEMF (MACH basic) measures the print media use since 1963, and the SRG Forschungsdienst (today: MEDIAPULSE) since 1975 with the medium study (ms) the radio use (starting from 2001 with the radio control system (RC)) and since 1986 with the Telecontrol system (TC) the television use. After the failure of the first totalSwiss Internet research (MMXI Switzerland 2001-2004), a new use research was established as group of the two largest applied institutes for media research (WEMF and MEDIAPULSE) in partnership with Nielsen NetRatings under the name NET METRIX since 2007.

In Switzerland a systematic investigation of Intermedia or Crossmedia connections prevents to today the different traditionally compiled medium use studies and the federal structure of the country. So DATA, (fusion of different data sources) could fulfill still the WEMF Strategy studies (single SOURCE beginning) the different needs after validity of the measurements, after descriptiveness of the connections and after usability at the market to today neither the Intermediastudien of the PUBLICA. Of course exist meanwhile also large number of Crossmedia offers by sales and marketing companies of all possible shades. Some actually maintain, trichloroethylene or Quadmedialer medium consumption plan and to measure to be able. I save them the examples or the foil battles with insufficiently documented study results and adventurous auxiliary constructions, among which also typologies rank, what you all already know.

Crossmedia measure

For the Crossmedianutzungsmessung or multiple use measurement either different data sources must be fused or all data at a source be raised. This can be done with profile or with cross section studies. After the fusion method is still too little matured regarded as, which failed ambitious single SOURCE project Apollo 2008 schmählich, (it wanted to raise Crossmedia use with different measuring methods with the same persons), we believed the medium study in the measurement of multiple medium use by means of a cross section study in the time budget Design, as that 1975-2000 made. 

How is the output situation in purchase to the data situation? It is pleasing in Germany. As all loved the ZUMA, which into the GESIS was then transferred (whether with or without regret is still open), anyhow exists the medium-scientific lehr and research center MLFZ in Cologne, which makes, what we in Switzerland not make cannot. The condition with us is said, gentle, lamentabel for a country, which puts many resources in such a manner into the applied media research. Only we at the IAM were allowed to provide last year of medium profiles and experiment with the data records. At Institut for applied medium science (IAM) in Winterthur therefore only medium profile archives (MLA) exist to Switzerland since 2008, which contain data records for profile evaluations. These (single SOURCE) data permit Intermedia and Crossmedia to analyses with sufficiently large drop numbers and are suitable for the concept (Mueller 2008).

Totally straight two exist serious time budget studies in Switzerland. The old person ms and the new TUS. The TUS calls itself as a descendant of the ms and stands methodically in their tradition. The medium study (ms), initiated by the Swiss radio and television company (SRG), examined the medium behavior of Swiss population since 1975 starting from 15 years and represented thereby one of the largest continuous profile questionings in Switzerland. The study was conceived as profile trade-off study. Since 1994 was seized due to a municipality register selection Sampling so called POINTs and transferred into a master plan. This master SAM-polarizes soziodemografischen conditions was annually adapted. In the yearly rhythm also the transmitter lists and the compositions changed receipt and concession areas particularly within the range of the regional and private TV and radio stations. 

In the following section can only the Zwischentitel be indicated, since that was resumed paper in free speech. The argumentation should be however evident.

Agreed daily activities in minutes on the average per head of the population

Agreed medium use in minutes on the average per head of the population

Further representation of the same connection: the medium kinds are prozentuiert the daily activities assigned.

And in such a way visualization looks. Hereby however still no Crossmedia of connections is represented.

Crossmedia looks in such a way. Here all 12 possibilities of CROSS-medial connections are represented.

However is very difficult the diagram to read. Thus the three double arrows in the center represent the trimedial use. Left down the special cases are specified.

A problem lies in the increase of the combination options during multiple medium use and concomitantly with the analysis and for the Reportingsysteme.

Here the 16 combination options are specified with Quadmedialer medium use.

Additionally combined ranges can be spent. As well as data concerning the multiple medium use in the time budget to be computed.

Conclusions

Internet use in the year 2006 CROSS-medial measured = 11% Swiss and Swiss used it the day before at least one minute (TUS 2006, thus could become worthy the Web the 10% hurdle exceeded and thus media research , after in the year 2000 the comparative figure amounted to still scarce 5%). Under the surface the bubbling (Professor And Hasebrink in the introduction lecture), dramatic change medium use behavior with the boys seems to be a form ritual enterprise Storytelling . Storytelling is taught by the way also at the IAM and we to have with Professor Vinzenz Wyss a appreciative specialist among us. In my opinion chat in this case (much-sworn to young-old Gap also a Kohorteneffekt can be more normal) simply all all something after and none examines the statements. In the education research we do not determine such effects anyhow. Usually the youth does not do anyway what we want, which does it.

The Internet is strongly overestimated as medium. In the financial industry we had lately models, which did not function. You are so intelligent and spare you us in the media world with if it is not already too late. That is called not very carefully expressed that the publishing houses go down also at the own (wrong) strategies. And that to sale A BUSEs of 20%-30% between 2000 and 2006 not because of the Internet passed, but because of incorrect decisions of ignorant managers.

We recommend to you to accept in the future no medium studies which would not drive methodically cleanly also the NIC htm serving users (longer methodical execution had to be omitted from lack of time).

Research questions for the academic research: Is there actually an increase monocausal of the medium consumption? Or actually does fragment themselves does the medium use differentiate? Develop us discoursable, theoretical models, which explain and make data fusions possible. Specify to rules for the study documentations, i.e. you fool, how data fusions can be documented meaningfully. Initiate method tests over the procedures of medium profile studies and show you us statistic analysis strategies, which are possible either with continuous masses or CROSS Repeated procedure.

(Here that was broken off as it were paper by Mrs. Professor G. Siegert, because the time budget was roughly exceeded and the Lunch was approaching. Since we had prepared the conclusion anyway insufficiently, us the straight came quite.) 

Owing to

The remarks and computations owing to many work, ideas, Fronarbeit, Syntaxen and resources possible made of
BAKOM, project partner
Bertossa, Luca, Mediapulse
Beule, Wolfgang, data analyst
Collenberg, Adrian, medium historian
Hackbarth, Knuth, medium researcher
IAM, project partner
Klug, Stefan, Statistiker
MEDIAPULSE, project partner
Rogger, Esther, Programmiererin
Thaller, Andreas, Statistiker

Literature

Collenberg, Adrian/Mueller, max. one the SRG Medienstudie 1996-2000: Archiving and development. Medium use in the routine of the day. Zurich 2009.

Ms data record with Institut for applied medium science (IAM) the inhabitant of zurich university for applied sciences (ZHAW) research & development.

Time Use Study (Bd. 1-4). Mediapulse. Berne 2007/09. Purchase with www.mediapulse.ch

To the development of the media in Germany between 1998 and 2007. Scientific appraisal to communication and media report of the Federal Government. Hans Bredow institute for media research at the University of Hamburg. Hamburg 2008. 

Indicate source for Zitation please:

Mueller, Max (2009). Crossmedia - as measure? Zurich 2009. (http://mmxa.ch/forschung.htm $date)

Contact
ibsf@usa.net

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Paper read version September 2006 (study data and tables/diagrams with authors)

Convergence of the media and fragmenting the markets

Max Mueller

Dynamic change of the medial consumer behaviour

The telecommunications sector was always coined/shaped of a fast progressing development. The key word of the nineties-years Multimedia (to the memory the NZZ is quoted, which does not fall hopefully the convergence so soon to the victim: before 10 years there M. Müller pleaded for the imminent use from Multimedia, more d.weber made itself nervous over amateur handicraftsman radios in the Internet and D. a Rosenthal problematisierte robbery-copies than active procedure) finds introduction however not until today correct into our society, in a time, in which the Internet acquires itself, the media world to revolutionize. Owing to the technical progress admitted and new media merge that to a only one, constantly growing universe, the user user friendliness, variety, participation and design possibilities offer (convergence - divergence). By the affected social and medium life changes the consumer behavior, which brings also economic consequences with itself.

Before fifteen years the phase of the commercialization of the Internet began, before eleven years published Microsoft first Internet Explorer. Today do the presence and the use of an Internet connection belong in the household to (almost) the everyday matter of course (stagnation approx. 70%? Stratification/knowledge gap). A fast market penetration in combination with strong competition leads to deeper costs as well as a higher achievement, in case of the Internet: a larger range. Thus can be spread now no longer only text and image files, but also audio, video and software world-wide fast. The technological reality overhauled the vision. Which early utopia was, can be realised today owing to the highly developed infrastructure, becomes however by most telecommunications offerers and producers of medial contents still stiefmütterlich treats. Many competition forces are overtaxed of this rapid development. A punctual, progressive reorientation and adaptation of the business models are however critical in this dynamic surrounding field.

Medial consumer behaviour: Different types of use of the consumers

The fact that the changes of telecommunications affect also the consumer behavior is undisputed. Perfectly new services and offers win continuously the attention of broad Kundensegmente. The definition of these target groups with increasingly more differentiated offer becomes ever more difficult. The consumer can raussuchen from one ever more largely becoming pot that consumer bundle, which corresponds to its individual preferences best. These are again not fixed defined by certain value types, but can vary from situation to situation. The consumer becomes the hybrid consumer, for which a bipolar behavior is appropriate to reason. Therefore the consumer behavior and the acceptance of new medial offers will calculate ever more difficult.

In order to become fair and remain thus competitive this Hybridität of the demand, the offerers must their program develop and/or diversify. Existing markets grow together, new are to be opened. This saves naturally certain risks. The cause of this uncertainty of the decisions is ironical way the industry. The changes in the information and communication technology made faster, more efficient communication possible. The influence of the consumers by permanent admission of other opinions, attitudes and convictions led to a complexity increase of the behavior.

Three different use types of the medium consumption (and various combinations of types) can general be differentiated:

The passive one: The classical, to today still far-broadest (and) medium use behavior visibly made by research is characterized probably by a passive and reactive Konsumption. Best example is for this the conventional television. The user deals selectively with contents, consumes these however without her in any form to affect to be able. It selects from the offer ordered in the time window, without looking for alternatives.

The interactive one: The user interacts with contents or other consumers. It searches purposefully after the programs, which correspond to its preferences best. By its participation in the form of discussions (e.g. calls in the radio/television or forum contributions in the Internet), Votings, evaluations, Quizteilnahme etc. it becomes part of the medium happening. Contents are affected and adapted by interaction to the now better measurable taste of the public.

The creative one: The private user produces contents, which are consumed by others. It arranged thus the medial offer actively along and can become the competition in such a way from commercially aligned enterprises. The independent production of contents becomes increasingly more attractive by the technical development, the increased user friendliness and the progressive standardisation also for private authors with small budget. The Internet is for this the ideal distribution channel.

Is valid also here that the individual consumer was not subject inevitably to a type of use, but also up to all three in itself to have united can and it depending upon current need realizes.

Television consumption in the change

The current medium consumption by television a temporally rigid program sequence is the basis. On the one hand it is coined/shaped by coincidental finding and staying, the Zappen. The more limit and more inflexible the time budget is, the more strongly is contentwise reduced the spectator. On the other hand the user has the need to consume certain contents which correspond to its preferences best. Who would not like to miss its favourite program, must be today well-planned and temporally flexible, since contents are available only within the rigid program schema. Both forms of the television consumption restrict the spectator, television become increasingly more unattractive. While the offerers want to protect control, the demanding parties wish themselves more time sovereignty and selectivity. New technologies, which stand at the beginning of their life cycle, however would be fast mass suited, meet these desires and point the future development out of the television which can be expected.

The television of the future promises a clearly more extensive, more versatile offer. Fragmented formats, functionalities and target groups make navigation more difficult by the program jungle. The television consumer needs a guideline assistance. An electronic program leader (EPG) offers these in form of an intelligent planning possibility (a kind preview on the coming program, with background information and evaluations) and a simplified search for desired topics and contents. EPGs have a large substitution potential opposite classical program magazines and are at present as net-based version or merged into a hardware (e.g. digital video recorder) on the market.

Deferred television (time Shifting) is one of the most important functions of digital video recorders (or also personnel Viderecorder/PVR). A transmission can be taken up parallel during the consumption and stopped at any time or started. The point most important for the television consumers is however the possibility for manual or automatic jumping over of the advertisement (Ad-Skipping). Different studies analyzed the threat potential of this advertising avoidance and to come usually in the clear end: the longer the spectators a digital video recorder possess, the more frequently use them these possibilities. A high readiness for the Ad-Skipping is clearly provable, which reflects itself in a large market potential for digital video recorders. This will have negative consequences for the classical financing of private television by advertisement.

Large interest on sides of the consumers exists also with the TV/Video on and offers, since they offer the highest measure of temporal sovereignty and contentwise selectivity. Consumers are today already ready, alternatives to the rigid TV program in the form of video bars to use and also pay for it Pay TV and purchase from DVDs to. The idea of a custom-made program composition existed for a long time, until recently was however unattractive owing to the high costs of the technical realization of the ordinary consumer it.

Far fewer interests exists for the medium Handy TV. The majority of the consumers of it has knowledge, but places itself many the sense and use question of the mobile television. The determinant mobility represents no felt increase in value in the television market alone. Only at the youngest target group to approx. 20 years seems to some extent attractive the concept. The reason for this is less contents or the advantages of the medium, separates rather the role of the mobile phone than status symbol within the group.

The Internet as substitute and complement

The Internet was established as alternative for the medium consumption of most different kind: first the print media by freely accessible new portals were competed, whereupon followed the radio, which offers a gigantic offer to the user today by innumerable Web radio stations. This development continues to progress and makes also before the television no stop: already today the Internet substitutes the TV-consumption in a market-relevant extent. The advantages of the Internet are obvious: a competitionless topicality, selectivity and a time sovereignty tempt ever more user to the medium change.

Not only the complete substitution, but also an extensive addition of the existing medium offer by the Internet are possible. With the CROSS-medial consumption two media are simultaneously used. E.G. the user pursues from the television or radio a specified left in the Internet, loads themselves background informations to a current program down, or regards a transmission on the television, to which he became attentive by an advertisement in the Internet. Which medium thereby the role of the primary and which those of the secondary medium takes, the user decides. The television and the Internet generally compete themselves here. There are significant differences between the age segments, which was selected medium with a complete convergence as prominent medium. While at target groups in the higher age segment still the television enjoys the larger attention, it was replaced at the younger consumers already than prominent medium. The passive use paradigm of the traditional television is suitable evenly also for the simultaneous (inter) active use of the WorldWideWebs. The television is displaced increasingly from the Internet to the Nebenmedium, which an irreversible process represents, since the eingeübte medium use of the younger consumers coins/shapes also the further behavior in the future. The effect of the declining TV-use in favor of the Internet is represented at present of TV-offerers however as a little critical, since the total utilization period of the television increases still. A rash judgement. On the one hand to the television by the simultaneous use of the Internet less attention is given (which will affect the efficiency of the advertisement again negatively) and on the other hand the substitution effect will become more strongly apparent, if the growth of the TV-consumption should slow down. Thus the television as maintenance, information and advertising platform remains attractive must TV-offerer and advertising industry change itself synchronously to each other. Each channel must concentrate on its specific strengths, production as well as the programming must develop and differentiate. Thus the Inhalteportfolio will shift noticeably. Generally the chances of the television stand better to address the consumer by an emotional and eventbezogenes program while the role of the information channel comes to the Internet.

Leap board Internet

The production and spreading of information was before the break-through of the Internet the activity of professional media companies. Owing to the WorldWideWebs now also private user in the position is to produce contents (user Created CONTENTS) and these world-wide and free of charge to publish. User-generated contents become ever more popular owing to advanced technology (in former times only picture and text files, today however also audio/video and interactive environments) and increased user friendliness and compete with commercial offers. The enterprises become thus ever more Enabler than producers, i.e. they make the Usern possible the production and publication of own contents by for the order place to a platform (e.g. Wikipedia, MySpace, YouTube). The quality and popularity of the platform depends alone on the contributions of the users. It is the transition from the passive to the creative medium use, where the commitment of the consumer determines the difference between consumption and production. The consumer achieved its social surrounding field in its need hierarchy on the stage of the self implementation and wants and to present itself.

The Internet changes itself from the pure information channel to multimedia experience worlds, in which the user can take part formatively. There are different possibilities for the personal Web presence. Apart from already already nearly traditional providing of its own homepage there are new technologies, whose use exhibits unbelievable growth rates and which point the future development out.

Podcasting was the word of the yearly 2005 in Great Britain. Among them one understands a producing and an offering of medium contents in a new feed over the Internet. Individual Podcast is thus a series of medium contributions (episodes), which are mostly present in the form of audio files. These audio CONTENTS cannot be downloaded and not needed free of charge for production any more than one microphone and a digital recorder. The market penetration is considerable: In March 2006 Forrester Research Institut announced a study that in the last 3 months Podcasting used already 2 per cent of all asked Internet users in Europe. After only approx. two years after the invention of the medium it is equally used today by amateurs and professional offerers.

Videocasting follows on the whole the same principle as Podcasting only that video files for the download or Stream to be offered here. Amateur work like the fan film Star Wars Revelations or Elephants Dream in March 2006 set new professionalism degrees in the private film production. It can be assumed the use of the Videocasting will in the future immensely increase, after model of the Podcasting both from offerer as well as demanding party side. Also platforms for publication the user Created CONTENTS are in boom. The website www.youtube.com has the slogan broadcast yourself , which could more appropriate not be. On the platform the user can its videos publish and from a difficult-to-understand number of video tie-clip other user its personal program arrange. Daily 65 ' 000 new videos are high-loaded and 100 million tie-clip are regarded. YouTube ascended since its establishment in February 2005 fast to the prominent video portal in the Internet. At present one proceeds from a market share with approximately 47 per cent.

On-line Gaming: Computer games are for a long time no more leisure activities for Geeks stayed socially, but a mass phenomenon, and over all age groups away. Lure rapidly increasing number of Usern and conversions ever more player into the recent market. The reason for this development is that plays are that most interactive medium at all. In on-line plays (e.g. World OF Warcraft or Second Life, in addition, the popular MP Egoshooters) the user with like-minded ones in a digital parallel world, which is given by the programmers in their outlines, moves their whole potential however only by the interaction with the user exhausts.

A generation conflict (?)

That consumer behavior which can be calculated with difficulty is the most frequent reason for the failure of new medial concepts. The age groups differ in their behavior significantly. Older consumers face the newest developments in the telecommunications sector critically. The younger medium users play however the more central role: As Early Adopters of new technological possibilities are them the trendsetters and have crucial influence on success or failure of new medium offers.

The age effect in the Internet use is differently high in the different types of use. Thus dispatch can be determined or with the purposeful information search via Internet a small difference with the email. The different Altersgrupen up to 50 years practically equivalent often uses these. Other ranges are clearly repeatedly used however by the younger Usern than of the older. Among them fall the use of the Internet as reference channel for digital products (software/pictures/audio/video), the use of the Internet for the group and real time communication (chat) and playing on-line Games. In all these categories the older target groups are substantially more reservedly than those whole boys up to 20 years. For it this medium behavior belongs to the learned matter of course and will also in the future not change itself.

In connection with the age also the discussion must be addressed via the quality of the information in the Internet. During young consumers and Kosumentinnen both contents of professional as well as respectablly arranged user Created content sides (e.g. Wikipedia) trust and these also as sources call, rather rely the older target groups on them well-known off-line marks. They accuse the younger Usern that they use the Internet with a too large Unbekümmertheit. Fact is however, which several studies the quality of user-generated contents regard in the meantime as competitive to commercial products. Straight control by innumerable other user offers a comprehensive quality assurance.

New business models and advertising concepts

The classical forms of the medium financing lose permanently at attractiveness for the recruit-rubbing. On the one hand relevant target groups move away to alternative media, on the other hand one are more and more the reached consumers ready to pay for advertising avoidance. Technologies like digital video recorders or TV on and make the purposeful jumping over possible of advertising blocks by time Shifting. Past is thus the time of the disturbing interruption advertisement. Also newer advertising forms such as SplitScreen, Product Placement and other Special Ads, which merge advertising messages into contents, will however not slow the change down of the business models at the most, to stop are it.

But also new, many promising concepts present themselves, where advertisement is accepted by the Usern. E.G. in on-line plays, with which relevant costs (the monthly basic charges) could be reduced by advertisement, without interrupting the interactive experience. Advertisement can lead in a virtual world even to an intensified reality feeling, which means an increase in value also for the user. Also in electronic program leaders and video on and offers can be brought in to advertisement, without she must disturb the consumer compellingly. Advertisement will thus not in principle rejected, it must only skillfully be produced and be placed. A further very interesting concept of on-line plays is the liable to pay the costs download of accessory and extension software, like e.g. new levels, vehicles or Items. The payment takes place either via genuine money, or via points of credit, which are earned in the play. Not only for the manufacturers, but also for the user, that resell their acquired virtual goods, this is a profitable business model. A trade of Cybergütern develops against genuine currency.

Apart from the offer of liable to pay the costs programs, is for the order e.g. place to a free platform, Social networks so called like MySpace, a further possibility for reaching a large number of Usern. Here the consumers can communicate with one another and exchange their experiences to on and off Topic topics. This is not only an attractive advertising platform but maintains also the image of the enterprise and leads in such a way to a larger customer connection. However here, as already further above explained, the quality of the contributions is the user for the popularity of the website crucially and withdraws itself thus from the sphere of influence of the offerer.

Channels such as Pod or Videocasting make a new business and license model possible that with the Amatuerfilm elephant was established's dream: Creative Commons (http://creativecommons.org/). Contents of films, audio, software, texts etc. are commercially re-usable by third without license costs, under the condition that the authors are called, e.g. in bracing. Even individual components of contents (like e.g. music or textures) can be used, in the sense Open Source software as open content in other productions again. This promotes the fame and the spreading of contents uncommonly, which has again a positive effect on the advertising efficiency.

The change dynamics of the media world require the ability from the offerers of contents and services for the innovation and transformation. This can be achieved by combination offers between terminals, services and contents. So for example Handy TV is innovative as distribution channel alone not yet. Apple's IPod however with a combination of terminal (IPod), services (ITunes) and contents of (exclusive of download on ITunes) however already. Under way the competition of the combination offers, which is denied in Switzerland by the main competitors Swisscom and Cablecom, is full. Tripolarize Play and/or Quadruple of Play offers are consisting multimedia consumer bundles, of Internet, fixed net telephone IE, television and Mobiltelefoniediensten. The customer connection won thereby opens possibility of the Upselling and/or CROSS Selling. Generally large interest exists its status of information at the consumers after combination offers, leaves to however still be desired.

A relevant point for the success of future advertising concepts is their individualizing. An early advantage often mentioned of the Internet for private user emerges ever more to the chance for commercially acting enterprises: anonymity. Anywhere the customer and its behavior are not as observable as in the Internet. From it completely new possibilities for the Customer Relationship marketing result. The identifiable customers can by individualized messages to a long-term connection and a higher loyalty with the offerer become accustomed. On-line shops like e.g. Amazon use this principle for a long time, in that them the purchase habits of the individual consumer to analyze and it so further articles, which could correspond to its taste, present.

Consumers are also ready to pay for contents and services. Price sensitivity is however high, i.e. that in the future most different payment and financing models will be established. The increase in value felt by the personal preferences is decisive. For the enterprises two steps are indispensable: first of all a clear decision for market positioning and secondly the knowledge around the necessary differentiation characteristics. On which channel are the manufacturers to offer which contents? General advantages of the E-Commerce like deep entrance barriers, high transparency, Ortslosigkeit, Ubiquität of the offerers and demanding parties or the Commitment of the customer increased by the interactivity are valid also for the telecommunications sector and their development will further noticeably affect.

Result

Appreciably the desire of the consumers for more self-check faces the desire of the medium and telecommunications offerers for controllableness of the markets. The convergence of the medium and telecommunications technologies (distribution platforms, services and terminals) leads to a fragmenting of the offers, the medium consumption, the target groups, the use complexity and in the long run also the business models. Communication and media sector are in the reversal, and still we do not know all winners and losers.



Bibliography

Chewing man, R./Neus, A./Pörschmann, F.: Convergence or divergence, IBM global Business services, 2006

Kotler, P. /Bliemel, F.: Marketing management, 10th edition, Stuttgart 2001

Neus, A./Pörschmann, F. /Scherf, P.: Medium study 2005, IBM global Business services, 2006 

NZZ CDROM: 1993-2005 (years 1996 and 1997)





Websites

http://creativecommons.org/, 11.10.2006

http://www.youtube.com, 8.10.2006

http://www.wikipedia.org, 8.10.2006

http://de.wikipedia.org/wiki/Youtube, 8.10.2006

http://de.wikipedia.org/wiki/Myspace, 8.10.2006

http://www.apple.com/itunes/, 8.10.2006

http://www.amazon.com, 8.10.2006



Publication

As text in revised version publishes in: Radiotele. TV on the move. Berne 2006. 

Indicate source for Zitation please:

Mueller, Max (2006). Convergence of the media and fragmenting the markets. Zurich 2006. (http://mmxa.ch/forschung.htm $date)



Contact
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