RESEARCH REPORT

In brief

In brief

  • An introduction to ecosystems and their growing role across all parts of the video marketplace
  • Practical recommendations by type of company (paths vary significantly here)
  • An exploration of technologies like AR, VR, cloud tools and the Smart Home


Ecosystems open new worlds of partnership, product extension and customer interaction. Power players within them can drive vast amounts of new value. How to grab the opportunity?

Few recognized just how ground-breaking Apple’s App Store would be when it launched. Now we understand it as the best contemporary example of ecosystem innovation: a new world of content and method of monetization, on top of core device revenue. It also created a new niche market, changed mobile software and drove a cultural phenomenon. There’s room to do something similar in other markets.

Industry food for thought

The benefits for you are clear: a broader proposition and increased customer engagement, incremental revenue and low risk. Your path to achieving this sort of innovation differs depending on your starting point.

Content creators and broadcasters

Ecosystem innovation could come from how these companies manage their distribution partners for content (either clips or full shows), content production partners, technology partners, advertisers or within emerging spaces like AR and VR to build new ecosystems of creatives. Another angle for ecosystem innovation is the business model around IP usage, including potential rewards programs for consumers (with appropriate tracking mechanisms in place). New licensing models within AR and VR, and the ecosystem within them, could be interesting. Thinking outside of the box is key to providing incentives for both broadcaster and partner to benefit from an ecosystem relationship.

Operators and CSPs

Connecting other products and services with video is the logical innovation here. Operators and CSPs must develop a multi-sided business model to better compete with platform companies that already have that advantage. They should look to create the right value exchange with high speed internet services and smart connectivity … both within and outside the home … to drive ecosystem partnerships. They can do this by leveraging concepts like outcome-based connectivity monetization and smart connectivity (for both wholesale and retail).

Platforms

Platforms typically are ecosystems already, so the challenge here is to innovate on what you’re already doing. For example, YouTube is a platform that supports a network of content creators and advertisers. YouTube collects revenue from providing tools for creation, upload, playback and monetization without ever having to create content. As everyone tries to copy their model, they need to do new, better things to stay ahead.

"Smart ecosystem players will leave competitors in the dust. It’s not too late to be one of them."

– BIKASH MISHRA, North America Consulting Lead- Accenture Digital Video

Bikash Mishra

North America Consulting Lead – Accenture Digital Video


Liam Friel

Principal Director – Accenture Digital Video


Matt Gay

Advertising and Marketing Services Lead

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