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The Relatioship is the Medium

Understanding Media in a Mobile Age
by

Juan Miguel Aguado

on 25 April 2013

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Transcript of The Relatioship is the Medium

The RELATIONSHIP is the MEDIUM Understanding Media in a Mobile Age Juan Miguel Aguado
Inmaculada J. Martínez University of Murcia (Spain) jmaguado@um.es
inmartin@um.es
mobmediaresearch.wordpress.com MOBILE MEDIA EVOLUTION 4 year research project
Model of Mobile Ecosystem
Evolution of mobile content formats
Business models and value networks
Impact of Mobile ecosystem in digital and legacy content industries EXPERTS PANELS 1 3 STRUCTURAL
ANALYSIS IN-DEPTH
INTERVIEWS WITH
USERS AND
DEVELOPERS 2 APP ANALYSIS 4 FOCUS GROUPS
WITH USERS 5 SCENARIO
EVALUATION 6 LEGACY MEDIA DIGITAL COMPANIES Cross-media
environment PERSONAL
INFORMATION
ECONOMY DIGITAL
COMPANIES LEGACY MEDIA
&
CONTENT INDUSTRIES SOCIAL APPROPRIATION
OF MOBILE TECHNOLOGY MOBILE PLATFORMS DOMINATE MOBILE ECOSYSTEM They control the distribution channel
(access, discovery and management of mobile content & services) App store based Mobile platforms are the new intermediaries
They are the gateway for users, content producers and ad players.
From mobile to cross-device environment Why content distribution? Content and actions around it have become a major source of information about users. Data mining of user profiles and behavior is a core asset for digital business models Mobile devices pose an unambiguous relation between device, user profile, user behavior and context Why mobile? THE STRUCTURE OF MOBILE USER INFORMATION (BY SOURCE) IT'S NOT ONLY ABOUT (MOBILE) CONTENT MOBILE APPLICATIONS merge content and intervention
People (want and expect to) do things with content A CONCEPTUAL SPACE FOR A TAXONOMY OF MOBILE CONTENT APPLICATIONS (1) A CONCEPTUAL SPACE FOR A TAXONOMY OF MOBILE CONTENT APPLICATIONS (2) How this affects content industries Content is not the end of the process
Social integration of content expands content value chain
What people do with content Gathering big wholesale audiences
Control over production & distribution structures Capturing big amounts of data about hyper-segmented audiences
Control over access, metrics and processing What people DO with (mobile) content Consumer studies + micro-sociology

SHARING IS UTTERING: Mobile mediated online social interactions in the frame of impression managament

Demonstrative identity + affiliative identity

Building game of Me and WE

Digital content as a mediating factor ME-SPHERES Relationship becomes THE object of consumption Digital content becomes a symbolic medium in social interactions Content + intervention + interactions = personal information Gathering large wholesale audiences
Control of production and distribution Gathering big amounts of data about hyper-segmented audiences
Control of access, metrics and processing COMMENTS ARE WELLCOME THANK YOU THE STRUCTURE OF MOBILE USER INFORMATION (BY DATA SETS)
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