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市場調査レポート
ソーシャルメディアとコンテンツシンジケーション
Social Media and Content Syndication
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Abstract
A New Way to View Internet and Mobile Sites
- Latest Developments
- User-defined Media
- Role of Developer APIs
- Operational Details
- Advertising and Monetisation
- Viral Distribution
This report explains a new way for how online and mobile sites could
distribute their services to end users using a syndicated, social approach.
The report will be of immediate interest to professionals who are involved in
content services, both online and mobile. The report first finds that the
rules which govern how online and mobile services are conceived and
distributed are changing. The old way was to hire creative people who would
then build an online ‘service superstore' which would be attractive to
users because of the breadth and quality of content on offer. Brands like
Yahoo! and Vodafone live! have typified this approach, but thousands of other
companies are also pursuing the same model, albeit on a smaller scale. But the
report explains why trends like social bookmarking, media syndication and
developer APIs- plus many others- mean that the ‘service superstore'
model is not sustainable and so companies like Yahoo and Vodafone will need to
re-think how they conceive and distribute content-based services. Accordingly,
the report presents a detailed step-by-step approach for how a content portal
like Yahoo! could evolve its offer from one that is orthogonal with consumer
trends into one that is in synch with the key forces that are driving the
latest developments on the internet. The report clearly explains how content
owners, service providers and advertisers would benefit from a syndicated,
social approach to the distribution of their material. In addition, the report
contains detailed descriptions of how the underlying technology could work.
Table of Contents
Introduction
- User-defined Media
- Definition: User-generated Content (UGC)
- Definition: User-defined Media (UDM)
- Examples
- Developer APIs
- Portal Model: Key Assumptions
- Problem 1: Internal Resource Bottleneck
- Problem 2: Think Service Delivery Platform, not Service Delivery Portal
- Summary
- Non-linear (Viral) Content Distribution
Market Application
- Step 1: Allow Users to Syndicate Features
- Feature Syndication
- Direct and Indirect Channels
- Step 2: Introduce a Developer API
Further Considerations
- Operational Details
- Feature Reader
- Feature Paglet
- Adding Features
- Publisher Site Considerations
- Cloning and Sharing Features
- Peer to Peer: Using Email and IM
- Publishing to Other Webpages
- Basic Social Distribution: Forward to Groups
- Advanced Social Distribution: Adding a Viral Booster Mechanism
- Commercialisation: Advertising and Branding
- Advertising: Creating New Inventory
- User Targeting
- Other Commercialisation Options
- Branding Considerations
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