Background: During the last years, the boom of the Internet has carried along with it new possibilities for communication, in addition, other technological developments of society together act to form a new reality in which companies have to rethink their means for communicating with consumers.
Problem and Purpose: In a new reality where consumers seem to reap all the benefits of the technological changes, how then, should companies adjust to the changing environment? The authors first investigated the modern media environment and found some trends in how it is evolving, and after listening to what some experts within the field think about the future and of what should be done, they them-selves endeavoured to generate some guidance for companies in this matter…
Contents
1 Introduction
1.1 Background
1.2 Problem discussion
1.3 Purpose
1.4 Dissecting the purpose
1.5 Disposition
1.6 Target Readers
2 Underlying Assumptions
2.1 The Big Picture
2.2 The Matrix of Change
3 Theoretical Framework
3.1 The Change of the Matrix
3.1.1 Digitization and Convergence
3.1.2 The Economics of the Information Age
3.1.2.1 Network Externalities
3.1.2.2 Increasing Returns to Scale
3.1.2.3 Path Dependence
3.1.2.4 Lock-In
3.1.3 Communication Technologies
3.1.3.1 Pull vs. Push
3.1.3.2 The Internet
3.1.3.3 Streaming Audio and Video
3.1.3.3.1 YouTube
3.1.3.3.2 Joost
3.1.3.3.3 MySpace
3.1.3.4 RSS
3.1.3.5 Webcasting
3.1.3.6 Podcasting
3.1.3.7 Blogs
3.1.3.8 Peer-to-Peer (P2P) Computing
3.1.4 Mobile Internet
3.1.4.1 M-Commerce
3.1.4.2 Wireless Advertising
3.2 Consumer Behavior
3.2.1 Moving from Mass Production to Customization
3.3 Convergence & the Converging Consumer
3.3.1 Converging to the End Consumer
3.4 Media’s Impact on the Consumer
3.4.1 The Cyber Consumer
3.4.2 Measuring Consumer Activity
3.4.3 Consumer Use of Word of Mouth
3.4.4 Viral Marketing
3.5 The New Reality of the Global Digital World
4 Methodology
4.1 Gathering Data
4.2 Qualitative vs. Quantitative Research Methods
4.2.1 Qualitative Research
4.2.2 The Delphi Study Method
4.3 Primary & Secondary sources
4.4 Primary Data
4.5 Secondary Data
4.6 Selection Criteria’s
4.7 Snowball sampling
4.8 Interviews
4.8.1 Face-to-Face Interviews
4.8.2 E-mail Interviews
4.8.3 Contacted Experts
4.9 Interpretation
4.10 Analyzing the Data
4.11 Reliability
4.12 Validity
4.13 Short Summary of the Methodology
5 Empirical Findings
5.1 Karl-Erik Gustafsso
5.1.1 The changes
5.1.2 The Consumers
5.1.3 The Future
5.2 Annette Johansson
5.2.1 The Changes
5.2.2 The Consumers
5.2.3 The Future
5.3 Albert Maruggi
5.3.1 The Changes
5.3.2 The Consumers
5.3.3 The Future
5.4 Nils Enlund
5.4.1 The Changes
5.4.2 The Consumers
5.4.3 The Future
5.5 Bertil Thorngren
5.6 Maria Norbäck
5.6.1 The Changes
5.6.2 The Consumers
5.6.3 The Future
5.7 Per-Erik Wolff
5.7.1 The Changes
5.7.2 The Consumers
5.7.3 The Future
5.8 Cinzia Dal Zotto
5.8.1 The Changes
5.8.2 The Consumer
5.8.3 The Future
5.9 Robert G. Picard
5.9.1 The Changes
5.9.2 The Consumers
5.9.3 The future
5.10 Mikael Nyström @ Nyström Media
5.10.1 The Changes
5.10.2 The Consumer
5.10.3 The Future
5.11 Niklas Elmgren @ Infrakultur
5.11.1 The Changes
5.11.2 The Consumer
5.11.3 The Future
5.12 Kristofer Mencák @ GoViral
5.12.1 The Changes
5.12.2 The Consumer
5.12.3 The Future
6 Analysis
6.1 Current Trends and What Lies Ahead
6.1.1 Convergence
6.1.2 User Generated Content
6.1.3 Communicating Through the Internet
6.2 Summarizing the Trends
6.3 The New World Elements
6.4 The Paradigm
6.5 B2Cn
6.6 The Blueprint Concept
6.6.1 Blueprint & Material
6.6.2 The Medium
6.7 Taking the Leap
6.7.1 Customization
6.7.2 Speed
6.7.3 Flexibility
6.7.4 Sustainability
6.7.5 = VALUE
7 Conclusions
8 Limitations and Outroduction
References
Author: Saleh, Leo,Storck, Angelica
Source: Jönköping University
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