A Wave of Disruption: the Increasing Diversity
Consumers are complex and never confined to one type of content. Digital technology not only disrupts the content of traditional media but also enables innovation and transformations in all dimensions, including presentation, distribution, and profitability.
Scene 1
Expression
Words, pictures, animations, videos, and virtual reality (VR) are all crucial ways of expression. To obtain a more pleasant and satisfying experience, users will opt for their preferred way to receive content.
Scene 2
Spread
Interactivity becomes more prominent. The unpredictable one-way linear pattern from publishers to audiences has been turned into interactive and individualized two-way communication.
Scene 3
Profitability
Breaking dependencies--ad sponsors enjoy remarkably more freedom, users are willing to pay for quality content, and content providers can also be service providers.
Interactivity
Content providers and audiences should collaborate with each other.
Consumers are entitled to opt for their own experience and access the content that interests them. Among media users, there is a huge number of existing and potential consumers who are willing to pay for quality content but would expect real value out of it.
On the other hand, if the need is not met, frustration comes up. One could lose a loyal customer.
Over the past decade, while media have become more sophisticated, they have also turned out to be more expensive, complex, difficult to use, and unreliable in the eyes of consumers and users. Collecting user traffic does not always guarantee a satisfying experience, nor does it achieve sustainable benefits.
Understanding users' frustration, therefore, is crucial to maximize the benefits.
We provide solutions for the daily operation of new media
We understand the importance of technology and the complexity of media users. To innovate or reshape in such an uncertain environment, we uphold three essential principles—unlocking a resilient business model, establishing a close connection between the market and users, and developing agile and timely solutions—to manage the complexity and difficulty that our leaders are currently facing.
No matter how new media evolves in the future, the top priority is to understand different user groups as much as possible. Treating users as a single group to guide decision-making is undoubtedly a growing risk.
The digitalization of New Media has helped companies complete the preparation for intelligent advertising. Thanks to the substantial amounts of visual data, companies are able to observe and analyze consumer behavior. As a result, companies have gained unprecedented opportunities to examine their own products and sales channels, to analyze their own brand and enhance value, and to drive their own business revolution based on data.