Designing Ubiquitous Media Services - Exploring the Two-Sided Market of Newspapers
Designing Ubiquitous Media Services - Exploring the Two-Sided Market of Newspapers
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设计无处不在的媒体服务——探索报纸的双边市场
DOI：
10.4067/s0718-18762016000300002
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发表时间：
2016
影响因子：
5.6
通讯作者：
J. Lund
中科院分区：
文献类型：
--
作者：
C. Eriksson;Maria Åkesson;J. Lund
拥有读者和广告客户两大客户群的报纸双边市场正在因数字化而发生变化。这个以前稳定和盈利的市场最近受到订阅和广告收入下降的影响。在本文中，我们使用的术语无处不在的媒体环境，以代表未来的媒体环境，使设备独立的大规模分布的无处不在的媒体服务在综合基础设施的愿景。我们建立在一个为期两年的行动研究项目，研究人员与瑞典报业共同设想未来无处不在的媒体服务，并探讨以下研究问题：如何无处不在的媒体服务的设计，以利用和平衡价值的双边市场？五个无处不在的媒体服务的例子合作开发，此后进行了评估。这些服务，然后在电影剪辑中说明，引发讨论如何无处不在的媒体服务可以设计。从广告商和读者的角度来看，无处不在的媒体服务的价值方面和平台所有者的角色，报纸在未来的无处不在的媒体环境中，我们描述和讨论无处不在的媒体服务可以设计为利用价值的广告商和读者，以及报纸组织如何制定无处不在的媒体环境。
The two-sided market of newspapers with its two customer groups, readers and advertisers, is changing due to digitalization. This former stable and profitable market has lately suffered from both decreasing subscription and advertiser revenue. In this paper we use the term ubiquitous media environments to represent the vision of future media environments enabling device independent mass-scale distribution of ubiquitous media services in integrated infrastructures. We build upon a two-year action research project where researchers worked together with the Swedish newspaper industry to envision future ubiquitous media services and explore the following research question: how can ubiquitous media services be designed to leverage and balance value in a two-sided market? Five examples of ubiquitous media services were developed in collaboration and thereafter evaluated. These services were then illustrated in movie clips to trigger discussions on how ubiquitous media services can be designed. Drawing on the value aspects of ubiquitous media services from an advertiser and reader point-of-view and the platform owner role of the newspapers in a future ubiquitous media environments, we describe and discuss how ubiquitous media services can be designed to leverage value for advertisers and readers, and how newspaper organizations can strategize ubiquitous media environments.