The
Forum d’Avignon, in partnership with l’Atelier BNP-Paribas leads
interviews to enhance the study on the new prescribers, the new
referencings of cultural contents on the Internet, that will be
published in November 2011.
Mats Carduner, president of fifty-five
What is the goal of the company “fifty-five”?
55%
of the individuals who go to a store, complete a purchase. On the
Internet, this rate of “conversion” represents less than 2%. The goal
is to improve this figure, that is to say to increase the number of
users who become “involved” on the website: consultation of the
content, engagement with the brand, act of purchase or development of
the relationship with the client.
The company fifty-five was strongly influenced by Google – controller
of the Internet traffic – after the following observations: advertising
brings traffic relatively efficiently, but the visitor, once on the
website, does not « transform ». There is a loss of efficiency after
the acquisition of the audience. In addition, the acquisition channels
are becoming more numerous, porous and complex to understand.
The aim is to determine if the traffic achieved the conversion goal of
a company and if this conversion is not financially charged several
times to the company.
The other questions asked to Mats Carduner :
According to you, what are the main mechanisms used for referencing
works and cultural services? ; To what extent the cultural offer should
be structured according to new mechanism of referencing and
prescription? ; Do the social media restore a human form of
prescription?
Read the article
Annina Svensson, Country manager, Spotify France
What is the role of Spotify in the referencing and prescription mechanisms of cultural works and services?
The
two founders of Spotify, Daniel Ek, technical director of Stardoll and
entrepreneur and Martin Lorentzon, cofounder of TradeDoubler, wanted to
create a viable alternative to piracy, with a platform giving the
access to a catalogue as large as possible. Since 2006, they have been
working on the development of their software and the negotiation of the
copyrights with the majors, the labels and all the rights owners.
Today, Spotify is a music platform which allows listening to music in
streaming and downloading music one at the time or in number, with a
quite impressive catalogue. Indeed, Spotify has the catalogues of the
four majors and more than 30,000 independent labels. Today, Spotify,
is one of the most exhaustive music platforms in the market,
giving the access to more than 13 millions of titles, with all kind of
musical genre.
The other questions asked to Annina Svensson:
What are the main mechanisms used by Spotify to reference or prescribe
the cultural services it provides? What is the business model of
Spotify ?To what extent does your cultural offer structure itself
regarding the new referencing and prescription mechanisms?
Read the article
Marc Tessier, Président de Video Futur Entertainment Group SA
What kind of referencing proposes an editor of VoD? Are there several types of offers and different ways to prescribe?
The VoD sector is not an example in the sector of referencing
and recommendation engine. There is a little number of determining
innovations, in a transactional mode (fee for service) or by
subscription (Svod).
Some are making an effort of editorialization or specialize themselves
in a genre. But in overall, the Internet users are critic towards the
presented offers: not enough choices, incomplete proposals, too small
catalogues, unobtainable movies, in any websites.
We are finishing a five-year period when the actors (especially the main
US studios and the European producers) have clearly privileged the DVD
market, the most lucrative for the rights owners. Remember that the
price of a 48-hour renting of VoD is equivalent to the price of a DVD
location five years ago: the digital content has the price as the
physical one, it is a unique case in the world of cultural goods! That
is why most of the business models are showing a deficit, or are not
meeting the results expected.
The other questions asked to Marc Tessier: At your opinion, what are the major effects of digital networks on the way that cultural services and products are referenced?
Read the article
CULTURE IS FUTURE !
Always Further - Music - Grandcrew, concerts and online experience, low price and quality: a new business model?
Founded
in 2008 by Christopher Escalpez, a Franco-American music enthusiast
engineer, the website Grand Crew offers hundreds of filmed concerts.
This innovative project allows, after a simple registration, to
(re)live concerts. Users, fans, artists, labels can download or stream
concerts and music recordings, sometimes even broadcast live.
Read the article
Always Further - The British Library opens its doors to Google: two centuries of documents will be soon online
40
million pages from one of the biggest collections of historic books,
pamphlets and periodicals are to be made available on the Internet.
Indeed, the British Library announced last week a program to digitize
250,000 books as part of an agreement with Google Books.
Read the article
Always Further - The social Netbook
While
Facebook already proposed to create your visual bookshelf to list and
recommend books to all your friends, the numbers of social networks
dedicated to books are increasing.
Read the article
Always further - the development of digital publishing in China
Although
it was launched fairly late, digital publishing is growing quickly in
Chine, as the data published for 2009 highlight: the net annual output
value surpasses the traditional publications’ one for the first time,
with the annual output value of RMB79.94 billion Yuan (around 50% more
than in 2008).
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Who is Richard-David Precht?
Singled
out from contemporary intellectuals, Richard David Precht distinguishes
himself by the philosopher position he calls for: “we have to accept
the assignment of the philosopher, which is to open himself and take an
interest in important issues of our society”.
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Always further-Digitalization : the new renaissance of the Comité des Sages
In
a report called "the new Renaissance", the Comité des Sages recommands
an always greater effort from the European countries to put online the
collections of theirs librairies, archives and museums. The group of
reflection on the digitalization of European cultural heritage,
composed of Maurice Lévy, Elisabeth Niggemann and Jacques de Decker
Read the article
Always further-social networks
Online social networking has become a whole part of new generations’
social activities. In this landscape, Facebook holds a particularly
important place, having been one of the pioneers and remaining a major
actor.
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