Ovum Presentation on Defining and Sizing the Media Logistics Market

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A market whose time has come: the Media Logistics Platform

Why the complexities of multi-screen, mass personalized video services demand cloud platforms to manage newly complex content workflows and supply chains

March 2013

Adrian Drury / Lead Analyst, Media & Broadcast

Ovum

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Catalyst for MLP: Viewing of premium on-demand and simulcast content on non-traditional platforms is

growing rapidly


Catalyst for MLP: New market entrants driving any time, any screen, inherently non-linear personalized services into the

market


Competitive response has driven (relative) maturity in the Online Video Platform market


BUT: while the service delivery platform is maturing, the supply chain is broken

Lack of file format standardization

Workflows, that while now file based, still engineered for tape

Legacy broadcast vendors still interoperating poorly

Systems duplications

Process duplication


Creates need for modular platforms and services to help media companies manage this complexity


Key attributes of an MLP

INGEST Management

Asset management

Metadata translation and management

Packaging and delivery

Collaboration

Automation

Content and workflow analytics

Modularity and Configurability

Legacy broadcast vendors still interoperating poorly

Systems duplications

Process duplication


TAM: Media Logistics Platforms for premium media segments (broadcast, studios, and music) in 2014 to be $109.9m, and to grow at a CAGR of 37.9% to reach $397.8m in 2018


TAM: Media Logistics Platforms for the brand segment (retail, FMCG, auto, pharma, and financial services) in 2014 to be $177.6m, and to grow at a CAGR of 30.0% to reach $507.2m in 2018.


Summary & key messages• Mass personalization at scale has created a market for platforms to deliver these

services, the OVP market

• As the market is scaling the choke point has become traditional, tape-era systems and processes for media management, making it challenging to manage file format and platform fragmentation

• The need for platforms to manage the logistics and staging of media before transfer to service platforms created a new market segment that we define as the Media Logistics Platform (MLP).

• Just as the OVP market has seen rapid growth and an accelerated journey to maturity, so the MLP market is now set for growth

• Drivers of growth will be the growth of multi-screen video, the growing complexity of media management, and maturing technology and platform strategy in the sector

• Media companies are not the only applicable market for MLPs. Brands face the same challenges and have the same needs.


Q&A

Technology

Ovum Presentation on Defining and Sizing the Media Logistics Market