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20th APDC Congress – New players change content value chain

20th APDC Congress - New players change content value chain

In the near future will users want to pay for the content? And who will hold the «power», will it be the operators, the equipment manufacturers or the content producers? The questions were the basis of yet another panel at the 20th APDC Congress, but there was no single answer, not least because the trends are very undefined.

Erik Kruse, Strategic Marketing Director at Ericsson AB, believes that new generations are more willing to pay for content, but that it is necessary to implement a system of micro payments that makes sense on the Internet and on mobile.

The idea is shared by Joaquim Paiva Chaves, from Edifer, who recalls that 5 years ago nobody paid for the contents, but that the situation is changing because they have become more differentiated and sophisticated.

This differentiation also makes all the difference for LuĂ­s Avelar, director of TMN, who says that the current value chain is more complex but that it is not Nuclear Physics. In fact, the model is simple: understand the user well, give him easy-to-use products, communicate well and ask for a fair value for the contents and services.

A formula that Apple has effectively applied and that TMN and PT are also using, on various platforms.

The success of innovative business models can determine the winners in this «war» between operators, manufacturers and content producers, where there are new «gatekeepers» on different platforms, as pointed out by Vassilis Seferidis, Director of Business Development, Samsung, specifically speaking of the model for connected TVs.

This official also recalls that more than thinking about the winner of this war for power with customers, it is necessary to think that these changes have already brought benefits to users, who now have more options and more power in the creation and distribution of content.

But the doubts are many. Luís Nazaré, professor at ISEG, even wonders about the survival capacity of some content producers in the face of these changes in the scenario, especially broadcasters, even because of the «intruders» of social networks, who make the contents quickly shared, cited and disseminated in other media.