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L`e c`adden_e o^ neo business eo\eds @qbri\iration o^ are t h e revenu e sou rces. S ome CCI is st ill predominant , cont rib u t ing almost econoeic eo\eds sect ors are really h y b rid — it means 9 7 % of t ot al revenu es. diverkified È kmc` ak _aein_ oit` kip M oreover, h y b ridiz at ion is u ndou b t edly T oday , in a period of rapid ch ange, economic models fu nct ioning in parallel link ed t o digit aliz at ion: if a sect or is t h e CCI are facing a ph enomenon of ( ph y sical or digit al pay ment , su b script ion, digit iz ed, t h en it is also h y b rid, as sh ow n “ economic models’ h y b ridiz at ion, ” free- t o- play inclu ding P ay miu m, b elow . H ow ever, t h e mu sic indu st ry is w h ich ent ails t h e mu lt iplicit y of fu nding advert ising and micropay ment ) . an ex cept ion. and revenme komrcek& Oit`in a khecific O n t h e cont rary , t h e b ook indu st ry cmltmral kector$ t`e eore diverkified present s, w it h an index of 2 3 , a very low economic models are, t h e more varied h y b ridiz at ion. In fact , t radit ional pay ment V ideo games M usic M ovies B ooks Digitalization rate 7 2 % 5 0 % 3 0 % 1 5 % H ybridization index 8 0 4 1 5 6 2 3 S ou rce: K u rt S almon, 2 0 1 5 T h ere is no dou b t t h at every cu lt u ral E volution of the digitalization rate between 2 0 1 0 and 2 0 1 8 indu st ry is impact ed b y digit aliz at ion. 9 0 % F or inst ance, t h e movie indu st ry , w it h a 1 5 % digit aliz at ion rat e in 2 0 1 0 , w ill 8 0 % ex perience digit aliz at ion at 5 3 % in 2 0 1 8 . Also, t h ere is no argu ment ab ou t t h e 7 0 % import ance of digit aliz at ion for cu lt u ral 6 0 % act ivit ies. O ne w ay of ident ify ing t h e effect s of digit aliz at ion is t o k eep in mind 5 0 % t h at it radically ch anges dist rib u t ion cost s and, b y redu cing t h em, mak es it 4 0 % possib le t o reach a su b st ant ially larger 3 0 % nu mb er of pot ent ial consu mers. O n t h e cont ent delivery side, t h e cont rib u t ion 2 0 % of compu t ers and t elecommu nicat ions indu st ries, t oget h er w it h t h e spread of 1 0 % digit al t ech nologies, h as enab led new 0 % economies of scope and int egrat ion 2 0 1 0 2 0 1 4 2 0 1 8 t h at ch ange t h e economics of cont ent dist rib u t ion. M u sic M ovies V ideo games B ook s T o conclu de, once it is cou pled w it h S ou rce: University of the future, E Y 2 0 1 2 digit aliz ed sect ors, t h e h y b ridiz at ion mech anism is posit ive and creat es valu e. Neo econoeq$ neo rudes )& L`e É^ree custoeerÊ2 no \i^^erence +& L`e Éhirate eana_eeentÊ2 Cou pled w it h h y b ridiz at ion, new st rat egies betoeen a haqin_ an\ a re\eÕnin_ execution emerge w it h t h e t riu mph of G oogle, Apple, non%haqin_ one Creat ing an innovat ion- friendly F aceb ook and Amaz on. In fact , t h e fu t u re E very one is a cu st omer, even w it h ou t environment t o su perch arge of every company seems t o follow t h e w ay money ; in fact , t h e cu st omer b ase is performance and pioneer t h e fu t u re, t h ese fou r evolve. F u ndament al st rat egic essent ial for all grow t h . ensu ring freedom of t h ou gh t , creat ion st eps h ave led t h em t o mak e decisions *& L`e Éutiditq nadue eo\ed2Ê t`inkin_ and act ion w it h no apparent economic sense, b u t in teres o^ custoeer coeeiteent w h ich h ave cont rib u t ed t o developing rat`er t`an Õnanciads t h eir posit ion as t h e w orld’ s largest valu e D elivering su st ainab le cu st omer valu e providers. T h ese inclu de: hrevailk over k`ort%tere hrofitaZility& | Cultural times L`e Õrst _dobad eah o^ cudturad an\ creatine in\ustries 8 9

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