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2013 | OriginalPaper | Chapter

Managing Social Media Value Networks: From Publisher (Broadcast) to User-Centric (Broadband-Narrowcast) Business Models

Author : Zvezdan Vukanovic

Published in: Handbook of Social Media Management

Publisher: Springer Berlin Heidelberg

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Abstract

The author argues that the media value networks in the twenty-first century have shifted from a traditional publisher (broadcast) to more innovative and digitally based user-centric (broadband-narrowcast) business models. Accordingly, in order to attain the sustainable competitive advantage of the user-centric business models media executives and companies are required to strategically adopt, implement and utilize increasingly interactive, mobile, wireless, pervasive, augmented, immersive, ubiquitous and digital business models of production, distribution as well as consumption. Furthermore the future of the media appears to be specifically oriented towards the establishment of networked, 3D, on-demand, broadband and unicast as well as multimedia and hypermedia models of distribution, communication and content creation. Thus, specific financial, technological, advertising, consumer and economic applications that need further implementations include: Micropayments; VoD, PPV—Pay-Per-View model, B2C and B2B marketing; 3D TV; sharing and usability of media content; mass personalization (customization) including more interactive and accessible as well as wireless and mobile user interfaces; long-tail economics; experience economy; market nicheization; tipping point; crowd sourcing; mesh company strategy; media content repurposing and UGC—User Generated Content (question–answer databases, digital video, blogging, podcasting, mobile phone photography and wikis).

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Title: Managing Social Media Value Networks: From Publisher (Broadcast) to User-Centric (Broadband-Narrowcast) Business Models
Author: Zvezdan Vukanovic
Publisher: Springer Berlin Heidelberg
Book: Handbook of Social Media Management
Print ISBN: 978-3-642-28896-8

Electronic ISBN: 978-3-642-28897-5

Copyright Year: 2013
DOI: https://doi.org/10.1007/978-3-642-28897-5_16