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CHAPTER FOUR
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A new wave of cultural exchange is breaking all around us, spurred by digital advances In the evolving digital landscape, content can go anywhere, thanks to wireless technology Content can get personal with the integration of consumer information, and even interpersonal with the help of networked devices Content from different sources can become interactive via broadband channels The cumulative impact of all this is a radical transformation in the consumer s experience of content itself But are we ready to play And how much will consumers pay Will technology drive the market, or will the digital consumer command and control it And what precisely does the consumer want It was to answer such questions that Accenture commissioned this study As publishers, music labels, and TV and cable channels collectively work toward their digital density, Accenture looked to the consumer, because that s who will ultimately decide winners and losers This study interviewed more than 600 people, asking them to project their buying preferences onto the digital entertainment devices and digital content expected to be commonplace by 2005 Accenture showed them eBooks and explained how they worked; asked the consumers to imagine a new kind of digital audio device, capable of accessing almost any music, anytime, anywhere; and then asked them to envision a new type of interactive television service Then we asked them what they thought
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THE CONSUMER CALLS THE SHOTS: OVERALL FINDINGS
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Here are some fundamental results of the study:
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Regardless of the medium, consumers are saying, I want what I want when, where, and how I want it Not interested in tricky technical features or hard-to-understand functions, consumers want easy access to the content they know and love Controlling the entertainment, information, or educational experience is the top issue for the digital consumer
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THE NEW DIGITAL CONTENT CONSUMER
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With over half of consumers interested in using digital content, large, valuable mass markets can be achieved quickly, provided key requirements are met Content companies can best develop the market by meeting consumer needs for simplicity, convenience, comprehensive choice, and experiential control This can be a big wave, not a slow swell, if industry leaders create conditions that optimize the dissemination and adoption of digital content Content companies can succeed by delivering on three imperatives: Consumerize Think about what the consumer wants, rather than what you have Collaborate Work with others in your industry to create the right climate for digital adoption Configure Rethink and reshape your content for the digital frontier As the digital consumer assumes control over the entertainment experience, there will be a new focus on intent-based content consumption ( Tonight I m going to catch the game we missed last Sunday ), as opposed to passive exposure ( I wonder what s on tonight ) Choices centered on consumer preference will displace choices driven by media availability and formats
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ARE CONTENT COMPANIES READY TO LISTEN
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In this new environment, the a priori existence of content companies or media formats does not guarantee their continuation Established companies will have to move fast to defend themselves against new digital challengers As firms work through a range of unresolved issues, from interoperability across multiple platforms and devices to digital rights management, they will need to understand the true scope of the consumers newfound power
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CHAPTER FOUR
THE THREE C S OF DIGITAL ENTERTAINMENT: CHOICE, CONVENIENCE, CONTROL
One of the most surprising findings from the study was the large number of people who consider themselves likely to buy digital devices and content Everyone is interested in digital media and entertainment, even though the first generation of these devices lacks many of the features most desired by consumers What is more, the number of likely purchasers does not vary by age group When consumers were shown a futuristic eBook reading device, or considered a television entertainment service that let them control the viewing experience, or envisioned a digital audio device that gave them the ability to listen to any music of their choosing, anywhere and anytime, the response was largely enthusiastic (see Figure 4-1) Based on consumer responses and all other available data on adoption trends, Accenture estimates that, with the right conditions prevailing over the next five years:
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