P2 - Explain the changing media market place and how its provided the opportunity for the proposed new product.
YouTube
Youtube was launched in 2005, by Jawed Karim, Steve Chen and Chad Hurley. "Me at the zoo" was the first video posted on Youtube which was used during its beta testing in April 2005. The website followed to be released on December 2005 and a year later google bought it for 1.65 billion dollars. The bigger the audience got for youtube, the better the videos became, for example, in 2009 they put in 1080P HD.
The reason for this website to stand at the top along with Google and Wikipedia which are some of the most visited websites, is because Youtube introduced a new platform for the public to publish and distribute whatever kind of video as long as it abides the law. User also have the ability to share, like, dislike and comment on videos.
Although the company gave many different tools for the public to use, the reason that people felt so inspired by YouTube to bring it to where it is today, is the potential revenue for content creators. This was called Youtube Partnership Program (YPP), it meant that youtube could split profits with the content creators at a 55% for the creator and 45% for the platform. This was possible do to Youtube already having an intake of revenue from ads at an estimated 200 million by 2008.
The reason for this website to stand at the top along with Google and Wikipedia which are some of the most visited websites, is because Youtube introduced a new platform for the public to publish and distribute whatever kind of video as long as it abides the law. User also have the ability to share, like, dislike and comment on videos.
Although the company gave many different tools for the public to use, the reason that people felt so inspired by YouTube to bring it to where it is today, is the potential revenue for content creators. This was called Youtube Partnership Program (YPP), it meant that youtube could split profits with the content creators at a 55% for the creator and 45% for the platform. This was possible do to Youtube already having an intake of revenue from ads at an estimated 200 million by 2008.
Evolution of consumer habits and market place
Since the rise of the digital revolution, many companies have been formed to sell the desired products to the consumers. As companies have been doing this for so long such as Microsoft and Apple, they have grown in different ways while always maintaining their suitability to their consumers. This can be seen for example when the large company Apple began to sell iPhones instead of the typical computer, this is because the technology to create such a product was possible and phones with large screens were selling well for 3rd party companies. Apple followed to deliver this mobile phone which led to inspiring other companies to follow similar blueprints because of Apple’s huge success, for example, Samsung's Galaxy phone line collection. Companies that decided to follow a different style such as keeping buttons on the face of the phone such as blackberry ended being outsold as providing new products would be difficult as there were no noticeable improvements.
After the rise of the digital revolution, many people and companies have used this opportunity to build a marketplace for their own services. This can be seen on Youtube where being a Youtube blogger back in 2008 wasn't something people would recognise, but after it rises and beat television in viewership because of its large draw in of audience, Youtube offered to set deals with its content creators to draw in more creators as there is a correlation between people visiting Youtube and creators uploading videos for the audience. Companies saw the changes of the viewership on the market and found that that the best way to reach a certain audience that could be seen active on this platform such as those between the ages of 12-24 was by sponsoring Youtubers and advertising their products in videos.
As can be seen, by the examples I have given, the rise of the digital revolution is presented to be an overwhelmingly good step which markets have moved to. Despite my good comments, there appear to be just as many consequences when introducing a new market place. These can be found within society such as people having platforms to use as they wish, which can lead to cyberbullying, harassment and hacking. Other drawbacks are people creating websites to distribute pirated content which takes away the ability for companies to make money. Internet crime was also brought to light after the public being able to access the internet. While these are valuable concerns to have, the rise of the digital revolution has been a greater advantage for everyone. Technology companies have risen from many different countries such as China, India, and Kenya and provided an escape to the over dependant agricultural economy that many countries have relied on. Cities such as Shenzhen and Silicon Valley have offered companies to build themselves into large tech corporations which have improved the lives of its citizens by providing consumer goods and jobs. The prices of technology have continuously gone down. The search for new innovations is never ending and the market place has let to rise many people out of poverty.
The reason for that my product is viable is because of how the technology industry and consumers habits keep on changing is because my product can easily adapt to the changing market, if there are any necessary changes to be done for bigger success or more customers, I will only be needing to change the app instead of a whole company. Companies will find this more difficult when having to change their product or company as this would place the entire company at risk and there would be too many having difficulty on agreeing on how to change the company for the better. When creating a small product such as an app that can be easily sold off on the Apple and Google app market, there is little risk faced due to the app being malleable over time as new updates can be used to change the product.
To conclude, introducing a new market place isn’t avoidable, as the world will always move forward in technology. New market places will always change and consumer habits will always change, companies will always move in the consumer's direction to ensure sales, otherwise, the company’s failure would be certain.
After the rise of the digital revolution, many people and companies have used this opportunity to build a marketplace for their own services. This can be seen on Youtube where being a Youtube blogger back in 2008 wasn't something people would recognise, but after it rises and beat television in viewership because of its large draw in of audience, Youtube offered to set deals with its content creators to draw in more creators as there is a correlation between people visiting Youtube and creators uploading videos for the audience. Companies saw the changes of the viewership on the market and found that that the best way to reach a certain audience that could be seen active on this platform such as those between the ages of 12-24 was by sponsoring Youtubers and advertising their products in videos.
As can be seen, by the examples I have given, the rise of the digital revolution is presented to be an overwhelmingly good step which markets have moved to. Despite my good comments, there appear to be just as many consequences when introducing a new market place. These can be found within society such as people having platforms to use as they wish, which can lead to cyberbullying, harassment and hacking. Other drawbacks are people creating websites to distribute pirated content which takes away the ability for companies to make money. Internet crime was also brought to light after the public being able to access the internet. While these are valuable concerns to have, the rise of the digital revolution has been a greater advantage for everyone. Technology companies have risen from many different countries such as China, India, and Kenya and provided an escape to the over dependant agricultural economy that many countries have relied on. Cities such as Shenzhen and Silicon Valley have offered companies to build themselves into large tech corporations which have improved the lives of its citizens by providing consumer goods and jobs. The prices of technology have continuously gone down. The search for new innovations is never ending and the market place has let to rise many people out of poverty.
The reason for that my product is viable is because of how the technology industry and consumers habits keep on changing is because my product can easily adapt to the changing market, if there are any necessary changes to be done for bigger success or more customers, I will only be needing to change the app instead of a whole company. Companies will find this more difficult when having to change their product or company as this would place the entire company at risk and there would be too many having difficulty on agreeing on how to change the company for the better. When creating a small product such as an app that can be easily sold off on the Apple and Google app market, there is little risk faced due to the app being malleable over time as new updates can be used to change the product.
To conclude, introducing a new market place isn’t avoidable, as the world will always move forward in technology. New market places will always change and consumer habits will always change, companies will always move in the consumer's direction to ensure sales, otherwise, the company’s failure would be certain.
P3: Describe roles to support the content with the planned proposal
As my idea requires the application to be produced in order to place the product on the market. I will be needing employees to make the application and manage it.
Having a project manager overlook all the employees to keep track of the project is vital for success, as they will ensure the product is made in time while giving me flexibility by speaking directly to those who will design it, code it and advertise it. With the help of technology, the project manager will find it easy to use programmes such as Google docs, as this will allow them to message, share and track their colleagues work and progress. Another benefit of using google docs is the safety that it provides the users as the admin is required to hand permission to those who wish to view any documents. When hiring a project manager I will be needing to make sure that this persona has shown skills in management, communication, leadership and being proficient in using computer programmes such as google docs. All of these skills will be needed when having to fill the job for the project manager.
Developers and programmers will be needed to code the application and follow the guidance of the app designers, they would be guided by the manager to keep track of deadlines. To produce the best job possible they will be using program such as C#, Java and Objective - C. Using these programmes they will need to code the application from start to finish as nowadays there are many companies placing copyrights on their code, doing so makes the job for programmers harder as following a blueprint isn't an option anymore. Programmers are becoming top in demand in the workplace and finding someone who can work long hours and has skills in computing and programming will be necessary to finish their product when it is due.
Another essential job position is a marketing manager, this job is needed as understanding where my target audience is within the market is crucial for increasing sales. The marketing manager has the job of overseeing where are consumers are most active in different markets such as entertainment. Also keeping a watch on other competition is important as it can often explain the increase and decrease in consumer purchases. Every so often the marketing manager will be having to brief the executives about how the market is currently moving, to know if we are gaining more consumers or loosing to some similar app. The marketing manager will also help the social media representatives on where to find our consumers on other platforms such as Youtube for better advertising.
PR and social media representatives are important as advertising for the target audience is vital to ensure the success of selling the product. In any circumstances, the social media representatives will find the best ways to make both the company and the product more popular. They can use tools such as Facebook, Instagram and Youtube as all three of these have an overwhelming audience reach every day. They will be needing to also better understand what are the likes and dislikes they have such as entertainment, social media stars, fitness related food and so on. This can all help my product as it will be easy to affiliate myself with other companies if potential consumers are found in certain places in the market.
Having a designer is also required as they can improve the aesthetics of the design for the consumer. Consumers prefer to have a simple looking straightforward design with all the key features to their disposal. Before the design is complete, it will be reviewed by the investors and a focus group to ensure it meets the criteria. The designer should also be offering alternative designs that the audience can choose to use such as a dark theme that Youtube and Google offer on their websites.
Having a project manager overlook all the employees to keep track of the project is vital for success, as they will ensure the product is made in time while giving me flexibility by speaking directly to those who will design it, code it and advertise it. With the help of technology, the project manager will find it easy to use programmes such as Google docs, as this will allow them to message, share and track their colleagues work and progress. Another benefit of using google docs is the safety that it provides the users as the admin is required to hand permission to those who wish to view any documents. When hiring a project manager I will be needing to make sure that this persona has shown skills in management, communication, leadership and being proficient in using computer programmes such as google docs. All of these skills will be needed when having to fill the job for the project manager.
Developers and programmers will be needed to code the application and follow the guidance of the app designers, they would be guided by the manager to keep track of deadlines. To produce the best job possible they will be using program such as C#, Java and Objective - C. Using these programmes they will need to code the application from start to finish as nowadays there are many companies placing copyrights on their code, doing so makes the job for programmers harder as following a blueprint isn't an option anymore. Programmers are becoming top in demand in the workplace and finding someone who can work long hours and has skills in computing and programming will be necessary to finish their product when it is due.
Another essential job position is a marketing manager, this job is needed as understanding where my target audience is within the market is crucial for increasing sales. The marketing manager has the job of overseeing where are consumers are most active in different markets such as entertainment. Also keeping a watch on other competition is important as it can often explain the increase and decrease in consumer purchases. Every so often the marketing manager will be having to brief the executives about how the market is currently moving, to know if we are gaining more consumers or loosing to some similar app. The marketing manager will also help the social media representatives on where to find our consumers on other platforms such as Youtube for better advertising.
PR and social media representatives are important as advertising for the target audience is vital to ensure the success of selling the product. In any circumstances, the social media representatives will find the best ways to make both the company and the product more popular. They can use tools such as Facebook, Instagram and Youtube as all three of these have an overwhelming audience reach every day. They will be needing to also better understand what are the likes and dislikes they have such as entertainment, social media stars, fitness related food and so on. This can all help my product as it will be easy to affiliate myself with other companies if potential consumers are found in certain places in the market.
Having a designer is also required as they can improve the aesthetics of the design for the consumer. Consumers prefer to have a simple looking straightforward design with all the key features to their disposal. Before the design is complete, it will be reviewed by the investors and a focus group to ensure it meets the criteria. The designer should also be offering alternative designs that the audience can choose to use such as a dark theme that Youtube and Google offer on their websites.
M2. Compared traditional media roles with new emerging roles and the impact this had on your product proposal.
Traditional media jobs have changes and evolved ever since the digital media came around. This will result in new job roles needed to be filled out with new skills. Some of the traditional media jobs would be the job role of director, producer and editor and some of the modern media role would be the social media manager, app developer and graphic artist.
Here below are some of the traditional media roles
Director : When hiring a director, I will make sure that this person firstly has a background in directing certain products that are similar to mine, this will give me the advantage of being sure that this person I'm hiring will be qualified to perform the job given. A director must have multiple skills such as sharing the vision between the creator and the director, doing so will mean that they will need to produce the product while considering everything that is at their disposal. With the help of the staff such as the accountants and financiers, they will be informed if they’re going over budget or run any risk that will jeopardise the project. In order of maintaining track on the creation of the products the directors will need to be fully focused on every stage of the production, which is why producer will help to director with keeping track of all background tasks such as budgeting, hiring and speaking to the investors.
Producer : The producer and director always go hand in hand when making media products. The producer has the job to make sure that all the background tasks such as the budget of the products, relations with staff, relations with investors and progress of the product is always kept on track. When required to producer will speak to those needed when any problem arises for the project. While the director is the leader of the creation of the product, the producer is the leader when managing the progress of the product which means to keep track of everyone and speak in behalf of the investors.
Video Editor : Once the director gathered enough footage, video editor will have to edit the footage as the director would want it. Doing so helps the director better in vision of how the product will look and sound before is shown to focus audience and the investors. The video editor has many applications and programmes at their disposal such as Final Cut Pro X, Adobe premiere pro or DaVinci Resolve, all of these editing software's are below £300 and have the ability to produce professional work. Before starting the video editor will need to have knowledge on how to use their preferred editing program.
Here bellow are some of the new emerging roles in the media industry
Graphic Designer : When creating the design, graphic designers will produce a design that meets the standards of the creator and investors. Once made the product will need to be developed, which is why the job of an app developer is necessary for the creation of the product. The app developer will follow the instructions of the graphic designer when creating the application. Once the product is finished and released, the company will still need to maintain their app developers as they are necessary when and if the product is found with bugs. The company will be needing them to fix the bugs and then update it for the consumers.
Social Media Manager : When wanting to distribute my product, using social media manager will be necessary as social media nowadays is crucial if you want to distribute a products while minimising costs. The social media manager will make sure that when advertising the products is seen by the largest audience as possible, doing so many there are many techniques that the social media manager can follow. This would include techniques such as affiliating the company with other similar products that benefit both companies. Example would involve my products being advertised on a workout equipment company’s social media, this would help both my company and the other as I am advertising ways to use workout equipment while the other is selling workout equipment. When following this technique the social media manager can use and speak to the other social media managers to use each other's platforms for advertising.
App Developer : App developers will be needed to code the application and follow the guidance of the app designers, they would be guided by the manager to keep track of deadlines. Programmers are becoming top in demand in the workplace as many industries are growing to be very dependent on their skills.
Comparison : As the new emerging roles stemmed from the use of technology, this gave the new job roles an advantage over the traditional roles as using technology increase the efficiency of the company such as being able to produce better quality products in less time, reduces costs as this new roles can be done by contractors and by workers from anywhere. Where as traditional jobs usually take more time to perform, staff would be needing to go to a specific location for work and costs would need to be hire as more staff members would be needed. After the digital revolution came by, they needed to adapt to using newer technologies to keep their companies intact as other companies did the same thing to compete against one another. Today we have digital media which is a combination of the older traditional jobs and the new emerging roles.
From the traditional job roles above, I found that the managerial position of producer and the video editor changed the most after the digital revolution. The producer job role is required to learn how to use technology to better communicate with the workers, contractors and investors. The producer would also need to keep tabs on the progress on the product and ensure it is going to how the production company and investors agreed, this will require writing up documents on a regular base using Google docs. The job role of the video editor changed allot as well as using technology for editing is essential. Before video editing would be done by cutting and rearranging bits of film, today the use of technology is necessary as the process is much faster and needs to handle very large seized video files.
In conclusion more traditional media roles will not be relevant for my production proposal as new emerging digital roles will be much more important. I can also see that people fulfilling these new roles will have to be flexible and stay up to date with current trends and systems unlike more traditional roles where jobs might not have changed for several years.
Here below are some of the traditional media roles
Director : When hiring a director, I will make sure that this person firstly has a background in directing certain products that are similar to mine, this will give me the advantage of being sure that this person I'm hiring will be qualified to perform the job given. A director must have multiple skills such as sharing the vision between the creator and the director, doing so will mean that they will need to produce the product while considering everything that is at their disposal. With the help of the staff such as the accountants and financiers, they will be informed if they’re going over budget or run any risk that will jeopardise the project. In order of maintaining track on the creation of the products the directors will need to be fully focused on every stage of the production, which is why producer will help to director with keeping track of all background tasks such as budgeting, hiring and speaking to the investors.
Producer : The producer and director always go hand in hand when making media products. The producer has the job to make sure that all the background tasks such as the budget of the products, relations with staff, relations with investors and progress of the product is always kept on track. When required to producer will speak to those needed when any problem arises for the project. While the director is the leader of the creation of the product, the producer is the leader when managing the progress of the product which means to keep track of everyone and speak in behalf of the investors.
Video Editor : Once the director gathered enough footage, video editor will have to edit the footage as the director would want it. Doing so helps the director better in vision of how the product will look and sound before is shown to focus audience and the investors. The video editor has many applications and programmes at their disposal such as Final Cut Pro X, Adobe premiere pro or DaVinci Resolve, all of these editing software's are below £300 and have the ability to produce professional work. Before starting the video editor will need to have knowledge on how to use their preferred editing program.
Here bellow are some of the new emerging roles in the media industry
Graphic Designer : When creating the design, graphic designers will produce a design that meets the standards of the creator and investors. Once made the product will need to be developed, which is why the job of an app developer is necessary for the creation of the product. The app developer will follow the instructions of the graphic designer when creating the application. Once the product is finished and released, the company will still need to maintain their app developers as they are necessary when and if the product is found with bugs. The company will be needing them to fix the bugs and then update it for the consumers.
Social Media Manager : When wanting to distribute my product, using social media manager will be necessary as social media nowadays is crucial if you want to distribute a products while minimising costs. The social media manager will make sure that when advertising the products is seen by the largest audience as possible, doing so many there are many techniques that the social media manager can follow. This would include techniques such as affiliating the company with other similar products that benefit both companies. Example would involve my products being advertised on a workout equipment company’s social media, this would help both my company and the other as I am advertising ways to use workout equipment while the other is selling workout equipment. When following this technique the social media manager can use and speak to the other social media managers to use each other's platforms for advertising.
App Developer : App developers will be needed to code the application and follow the guidance of the app designers, they would be guided by the manager to keep track of deadlines. Programmers are becoming top in demand in the workplace as many industries are growing to be very dependent on their skills.
Comparison : As the new emerging roles stemmed from the use of technology, this gave the new job roles an advantage over the traditional roles as using technology increase the efficiency of the company such as being able to produce better quality products in less time, reduces costs as this new roles can be done by contractors and by workers from anywhere. Where as traditional jobs usually take more time to perform, staff would be needing to go to a specific location for work and costs would need to be hire as more staff members would be needed. After the digital revolution came by, they needed to adapt to using newer technologies to keep their companies intact as other companies did the same thing to compete against one another. Today we have digital media which is a combination of the older traditional jobs and the new emerging roles.
From the traditional job roles above, I found that the managerial position of producer and the video editor changed the most after the digital revolution. The producer job role is required to learn how to use technology to better communicate with the workers, contractors and investors. The producer would also need to keep tabs on the progress on the product and ensure it is going to how the production company and investors agreed, this will require writing up documents on a regular base using Google docs. The job role of the video editor changed allot as well as using technology for editing is essential. Before video editing would be done by cutting and rearranging bits of film, today the use of technology is necessary as the process is much faster and needs to handle very large seized video files.
In conclusion more traditional media roles will not be relevant for my production proposal as new emerging digital roles will be much more important. I can also see that people fulfilling these new roles will have to be flexible and stay up to date with current trends and systems unlike more traditional roles where jobs might not have changed for several years.
D1. Evaluate the evolution of historically large companies to meet the challenges of a converging media market
Apple Computers, Inc. was founded on April 1, 1976, by college dropouts Steve Jobs and Steve Wozniak, who brought to the new company a vision of changing the way people viewed computers. Jobs and Wozniak wanted to make computers small enough for people to have them in their homes or offices. Simply put, they wanted a computer that was user-friendly.
Woz produced the the first computer with a typewriter-like keyboard and the ability to connect to a regular TV as a screen. Later christened the Apple I, it was the archetype of every modern computer, but Wozniak wasn't trying to change the world with what he'd produced - he just wanted to show off how much he'd managed to do with so few resources. Sculley became the de facto head of Apple in May 1985. Over the next few months, Apple was forced to lay off a fifth of its work force, some 1,200 employees. The company also posted its first quarterly loss. All this, and the resignation of Jobs, served to erode confidence in Sculley's abilities as CEO of Apple. In 1994 Apple announced the PowerMac family, the first Macs to be based on the PowerPC chip, an extremely fast processor co-developed with IBM and Motorola. The PowerPC processor allowed Macs to compete with, and in many cases surpass, the speed of Intel's newer processors. |
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Amelio made a strong effort to bring Apple back to profitability, but his efforts would prove to be largely unsuccessful. Following his first 100 days as CEO, Amelio announced broad changes in the corporate structure of the company. The company was to be split into 7 separate divisions, each responsible for its own profit or loss. He has also made an effort to keep developers and customers better informed about the day-to-day affairs of the company. Although the company announced a staggering $740 million loss, they brought that loss down to $33 million, beating all estimates by the best financial experts. Apple profited nearly $30 million, again astounding financial experts, who had predicted a loss of as much.
With no CEO and Apple Stock lower than it had been in 5 years, there were many decisions to be made, and not much time to make them. Jobs began to make striking changes in the structure of Apple, including the canceling of the Newton spin-off.
In 1996, Apple announced that it would buy Next for $427 million. The deal was finalised in February 1997, bringing Jobs back to the company he had cofounded. Jobs became de facto chief after then-CEO Gil Amelio was ousted in July 1997. He was formally named interim chief executive in September.
In May 2001, Steve Jobs announced that Apple would be opening a number of retail stores across America, selling not only Apple computers, but various third-party "digital lifestyle" products, such as mp3 players, digital still and video cameras, and PDAs. Apple also announced a major update to the iBooks line, a smaller and lighter design that borrowed heavily from the PowerBook G4. Now Apple stands at the top being the first company to hit value over 1 trillion dollars.
With no CEO and Apple Stock lower than it had been in 5 years, there were many decisions to be made, and not much time to make them. Jobs began to make striking changes in the structure of Apple, including the canceling of the Newton spin-off.
In 1996, Apple announced that it would buy Next for $427 million. The deal was finalised in February 1997, bringing Jobs back to the company he had cofounded. Jobs became de facto chief after then-CEO Gil Amelio was ousted in July 1997. He was formally named interim chief executive in September.
In May 2001, Steve Jobs announced that Apple would be opening a number of retail stores across America, selling not only Apple computers, but various third-party "digital lifestyle" products, such as mp3 players, digital still and video cameras, and PDAs. Apple also announced a major update to the iBooks line, a smaller and lighter design that borrowed heavily from the PowerBook G4. Now Apple stands at the top being the first company to hit value over 1 trillion dollars.
After the rise of the digital revolution, big companies such as Google decided to take advantage of the new technology that could be made for phones, in response to this Google made the Google play store available for Android phones in 2008. Google play store offered a place for new developers to market their products for Android users. Once the idea gained enough success Apple decided to create the App Store in 2010, which would already be pre-installed in all iPhone 4s. In that same year, Apple had their biggest competition against Samsung galaxy when making hardware for phones, this meant that Apple had to improve their hardware for their phones as software alone would not beat the competition. From 2005 to 2010, new companies became very popular such as YouTube, Google, and Spotify. Because of this, the public wanted to be able to access these websites through their phones without having to pull up the search engine, that is how apps came to be.
Apple’s reaction to the digital revolution and decision to make the App Store wasn’t because they wanted to invent something new for their Apple users, it was because they wanted to remain as a big company and compete against their two biggest competitors in software and hardware. The company Apple isn’t known for inventing anything new, instead, they are known for perfecting inventions and implementing their own unique styles such as the iPod and MacBook. In conclusion, I can see that Apple as a historically large corporation has had to change overtime and meet the challenges of a converging media market, even do apple could be considered a digital company, if you look at how they started from and where they are now, you can see they are is a big difference. Apple will be one of those companies that is able to look into the future and respond to a new changing media and technology market. |