I’m in the following panel at PC Forum and will be posting notes as we go.
Content: How Users Make it Their Own (moderated by Hank Barry, Partner, Hummer Winblad Venture Partners) Lisa Gansky, Chairman & President, Ofoto, and GM, Digital Imaging Services, Eastman Kodak Rob Glaser, Chairman & CEO, RealNetworks Shane Robison, Executive VP & Chief Technology and Strategy Officer, Hewlett-Packard
Some notes from Hank Barry’s panel follow. Heavy parapharsingthese are not direct quotes.
Hank Barry started with a power point here are the bullet points:
Quoted the PEW study last year 44% of people have contributed content
1.4m active blogs today vs. 100 active blogs technorati
140m camera phones in 2004, 70m last year.
100+ photosharing websites.
Buzznet, 10,000 registered users.
BlueHereNow “Citizen Reports” (sort of cops. Take their camera phones with them and report on events throughout the city).
DeviantArt: 400k artists with > 4m pieces of art.
Protools, Logic and Garageband tools.
CD Baby sells 57k indie cds
Magnatune independent download site.
Creative Commons License
Mash ups: Grey Tuesday, KIIS-FM in Los Angeles had heavy rotation of Nelly’s “Work It” and AC/DC’s “Back in Black” – which is only available online.
Bushin30seconds: 1,000 films
Resistance to “deeply asymmetrical” bandwidth plans only upload 500k are not selling.
Hank: You have the media center, and you have lots of tools for self-expression. Does this self expression impulse figure into your plans strategically?
Shane: One of the things that is hard for people to understand is how this fits into an overall strategy. Authoring and access is the first step. It’s pretty clear that most users that are even doing variations of self authoring are going to have an incredible data in their home a terabyte of data or more. Digital photography, iTunes and the work with Starbucks (not sure what this is). No longer buy an entire album, just the songs you want, make your own collection and burn your own CD. Basic idea: Customization is authoring.
Hank: Do you have to provide these tools? Where does the product end?
Shane: We support multiple different experiences, like iTunes and Musicmatch. You don’t print every photo you take, but you may print one thousand of one.
Rob: There is a difference amongst media types. Digital photography is different then the creation of music. Not everyone who can pick up a camera can pick up a drum set. When you look at music and film, there were 1,000 people for bush in 30 seconds but there are 10’s of million using ofoto. People want to play a role in packaging material, and how they share it. Radio stations where you pick the songs and stream an audience. Sharing your playlist, seeing other people’s collection. Creating content and creating packaging around other people’s data. That whole spectrum is very important to us. You have to look at raw user creation vs. packaging.
Hank: Is there a mechanism in Rhapsody for people to get their tracks up there?
Rob: Open hosting like Mp3.com were very popular with indie artists, but in terms of mainstream consumers they never captured them (i.e. people never came to download the songs). Rhapsody has 48 million unique songs, 600,000 tracks in Rhapsody and in a given month over 80% of those tracks are listened too. Glaser spoke about how Rhapsody is just starting to get the point where they are making artists popular, and in a year or two they might be breaking the artists (interesting).
Hank: What do people do with ofoto? What are your plans for the future?
Lisa Gansky: We launched in December of 1999 and we have 12.5 million members, a billion imagesa THIRD of which are printed. Our most active customers are also printing at home. Photo active households do everything, sharing photos, printing at home and printing them with ofoto.
The demographic skews to women. George Eastman was a very clever guy and he figured out that if he was going ot make consumer photography work he had to market to women. He figured out women have time and the natural role in the family of being the steward of the heritage of the family. Women have been the target at consumer photography from the beginning.
Men buy the digital camera and the men upload them and hold them hostage on their hard drives. Two classes of women take photos: soccer mom, 30-45 couple of kidstends to print more. Then there are 25-45 single women who share like crazy but do no printing. Ofoto tried to sell a service with people when they were leaving the store with a digital camerait didn’t work. Ophoto now has a $2,99 a month mobile photo service.
We were maniacally focused on following a similar pattern of consumer photo.
Q2 and q4 are the big ones for photography (Graduation in q2, Halloween, holidays in Q4). People like to take pictures of babies, pets and sunsets. If you’ll were on my Kodak mobile account my mobile photos would show up on your phone.
Hank: Will there be a marketplace for these digital images?
Rob: There is user creation and sharing, then there is commercial creation. These are not “either or’s” they are on a spectrum. Hybrids will emerge like the Grey Album, things that can’t be commercial but that are based on commercial content. It’s a glorious opportunity. Andy Worhol in commercial art demonstrated that you could create certain types of hybrids. New Andy Worhols will come along, I don’t know what it is.
Lisa: Taking authorship of other people and make it into a story and share. Content is a tofo-esque type of word (laugh=big). What are the rules around this curated content? Who can you distribute it to? How can you change it?
Shane: We sponsor the Sundance film festival, and we announced and interesting thing with Ben Afflect called Project Greenlight. We can all make higher quality images because of the technology. Blur the line between amateur and professional is blurring.
Rob: We worked closely with Kevin Spacy on Trigger Street (second name drop). You are starting to see the highest stature people getting involved in this (prosumer content) all the time. In the past it was one-offs, now it is an ongoing relationship with the commercial side of the film community, as well as the music industry, to bring this fertilization in.
Hank: Quoted Doc saying that every panel the speakers and audience should switch roles.
Audience question: How do I merger my iTunes and my Rhapsody?
Rob: Steve Jobs has decided not to license the API for iPod. Basically, what people say about apple is they are a great innovator but they get caught up in proprietary in their approach. Apple will go down to it’s historic single digital level of market share. #2: the market is slowing down: I bought an ipod and I can use it only in one story “what is this communist Russia?” This is bad for Apple, their market share will go down inexorably.
Hank: What does it mean to own something? Do first use issue rights apply? Generally, although Apple says you own it, realistically you only have a license to those material and you only have a right to use it in that DRM. They will not support you making it portable.