Media Innovation Briefing
From Innovaro
via bubblegeneration.com
Ultimately, most media incumbents are caught in classic competence and innovation traps. Though most media markets are still profitable, media business models are obsolete and media strategies are in deep decay – as evidenced by steadily shrinking margins, a lack of new revenue streams, and increasing customer indifference. Unfortunately, it is only by dismantling these business models and uprooting decayed strategies that innovation can have the space it needs to thrive. And so the industry is caught in a muddle: Incumbents have little reason to begin this risky process of dismantling, and cannibalize what shrinking, but nearly sure, cash will flow into their coffers. It’s no surprise, then, that media incumbents focus more on protection than on innovation - and on hindsight rather than insight and foresight.This near-total innovation failure has left a tremendous amount of market space open for a new kind of media revolutionary to discover and then explore.
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