P2: Explain the changing media marketplace and how this has provided the opportunity for the proposed new product
These are some examples of big conglomerate companies and what they do as a lot of them play a large role in our day to day life whether it's through the media they produce or their products and services.
This is a series of images about google through the years from 2001 - 2019 and how the google home screen has changed as well as the search engine changes over time.
Research about Google:
Google is a huge conglomerate that is owned by Alphabet Inc. and Google’s mission is to “to organise the world’s information and make it universally accessible and useful”. But the company has changed through the years and I’m gonna research how it has changed. Google was founded on the 4th of September 1998, Menlo Park, California, the United States by Larry Page and Sergey Brin who was marketing google search in 1999 Page and Brin had some investors interested but it wasn’t until 1999 where they raised $25 Million from traditional venture capital firms Sequoia Capital, Kleiner Perkins Caufield & Byers and more this is when Google slowly started its way to become the most used search engine in the world. In 2002 Google joins the pop culture vernacular with “Buffy the Vampire Slayer” with a reference to ‘Googling’ someone, after that Yahoo offered to by Google for $3 Billion, Google refused the offer. In 2004 Google goes public in August 2004 at $85 per share raising around $1.9 billion, in 2014 the company split its stock and now trades at around $1,214 an amount that has most likely increased even further in the past 5 years.
In 2006 Google makes its first major purchase by acquiring YouTube for $1.6 billion, even though the price was large YouTube is one of Google's most profitable sources of income through its video advertising revenue. As well as buying YouTube a year later in 2007 Google got their hands on DoubleClick for $3.1 billion who are an advertising service that helps website owners deliver targeted adverts, Google has seen major returns on this investment as most of Google’s profit comes from advertising across their sites as well as others. Then is 2008 Google began distributing early versions of their Android operating system to phone companies such as T-mobile who had the first smartphone to run Android. Then between 2009 - 2012 Google accomplishes, even more, such us becoming the dominant search engine in the U.S with 65% market share as well as launching their first branded smartphone the Nexus One. Then in 2013, the Chromecast is released that allows people to stream content from their computers and phones to a TV, then followed up by buying DeepMind a UK artificial intelligence company for $625 Million.
Then a significant change happened in 2015 when Google restructures itself to Alphabet which became the conglomerate company that owns Google and a plethora of other companies but it’s still the same CEO as the ones that own Google. Google expands its market even more with the launch of its smart home speakers in 2016. However, in 2017 Google was hit with a major fine of $2.7 billion as they promoted their own shopping results over competitors and more recently in 2018 protests have been happening to cancel Google's involvement in a government project called “Maven” that tries to use artificial intelligence to automatically process military drone footage.
Overall Google has seen extraordinary growth within the 20 years the company has been around and constantly expanding into new and existing markets, Google is seen as one of the top 5 technology companies in the world with a plentiful supply R&D funds to help them grow even further it does not seem like Google’s growth will stop any time soon. Thanks to the development of companies like Google and Apple who have created platforms for smaller creators to market their products through the App store, Play store and this created an opportunity for me to have a place where people can access my app if it were to be made were as before this would not be feasible unless you were a large conglomerate.
Sources:
https://www.bizjournals.com/sanjose/news/2018/09/04/google-history-timeline-major-events-goog.html
https://www.businessinsider.com/how-google-went-from-a-simple-search-engine-to-a-pretty-bloated-site-2012-12?r=US&IR=T
https://www.fiftyfiveandfive.com/google-algorithm-change-timeline/
https://moz.com/google-algorithm-change
In 2006 Google makes its first major purchase by acquiring YouTube for $1.6 billion, even though the price was large YouTube is one of Google's most profitable sources of income through its video advertising revenue. As well as buying YouTube a year later in 2007 Google got their hands on DoubleClick for $3.1 billion who are an advertising service that helps website owners deliver targeted adverts, Google has seen major returns on this investment as most of Google’s profit comes from advertising across their sites as well as others. Then is 2008 Google began distributing early versions of their Android operating system to phone companies such as T-mobile who had the first smartphone to run Android. Then between 2009 - 2012 Google accomplishes, even more, such us becoming the dominant search engine in the U.S with 65% market share as well as launching their first branded smartphone the Nexus One. Then in 2013, the Chromecast is released that allows people to stream content from their computers and phones to a TV, then followed up by buying DeepMind a UK artificial intelligence company for $625 Million.
Then a significant change happened in 2015 when Google restructures itself to Alphabet which became the conglomerate company that owns Google and a plethora of other companies but it’s still the same CEO as the ones that own Google. Google expands its market even more with the launch of its smart home speakers in 2016. However, in 2017 Google was hit with a major fine of $2.7 billion as they promoted their own shopping results over competitors and more recently in 2018 protests have been happening to cancel Google's involvement in a government project called “Maven” that tries to use artificial intelligence to automatically process military drone footage.
Overall Google has seen extraordinary growth within the 20 years the company has been around and constantly expanding into new and existing markets, Google is seen as one of the top 5 technology companies in the world with a plentiful supply R&D funds to help them grow even further it does not seem like Google’s growth will stop any time soon. Thanks to the development of companies like Google and Apple who have created platforms for smaller creators to market their products through the App store, Play store and this created an opportunity for me to have a place where people can access my app if it were to be made were as before this would not be feasible unless you were a large conglomerate.
Sources:
https://www.bizjournals.com/sanjose/news/2018/09/04/google-history-timeline-major-events-goog.html
https://www.businessinsider.com/how-google-went-from-a-simple-search-engine-to-a-pretty-bloated-site-2012-12?r=US&IR=T
https://www.fiftyfiveandfive.com/google-algorithm-change-timeline/
https://moz.com/google-algorithm-change
Changes in consumer habits
Companies use to utilise a business model based on consumer consumption of products the model started at the stimulus such as a TV advert or something along those lines, then the first moment of truth would happen, this would be the shelf in a supermarket then it moved on to the second moment of truth which would be the experience of the customer with the product but this was the model back in 2005 but a new step was added, which was before the first moment of truth called the zero moment of truth this is where consumer behaviour began to change as consumers with the use of smartphones and other technology began to research the products by looking at reviews asking friends and more to decide whether they want to but the product or not. An example of this model would be a shampoo bottle in a supermarket you would have around 10 different choices and you would decide on factors such as the label, price and text on the bottle but through the use of the zero moment you would research more in depth with more options and any possible discount codes.
Companies use to utilise a business model based on consumer consumption of products the model started at the stimulus such as a TV advert or something along those lines, then the first moment of truth would happen, this would be the shelf in a supermarket then it moved on to the second moment of truth which would be the experience of the customer with the product but this was the model back in 2005 but a new step was added, which was before the first moment of truth called the zero moment of truth this is where consumer behaviour began to change as consumers with the use of smartphones and other technology began to research the products by looking at reviews asking friends and more to decide whether they want to but the product or not. An example of this model would be a shampoo bottle in a supermarket you would have around 10 different choices and you would decide on factors such as the label, price and text on the bottle but through the use of the zero moment you would research more in depth with more options and any possible discount codes.
Digital media growth
Social media such as YouTube, Twitter, Instagram and more have created a major increase of social media celebrities such as PewDiePie, CaptainSparklez, Dude Perfect from YouTube as well as Instagram, Cristiano Ronaldo and Selena Gomez from Instagram. These celebrities grew in popularity through different periods of time and through different means but these social media platforms allowed them to post their own funny content that people have recognised and supported through their individual growth. This has changed consumer interaction as before we were only consumers absorbing all the digital media but now we can be prosumers with the expansion of the digital revolution and how it’s constantly getting easier and easier to access media all around the world people are able to interact and upload their own content onto the web this links in with web 2.0 and web 3.0.
Social media such as YouTube, Twitter, Instagram and more have created a major increase of social media celebrities such as PewDiePie, CaptainSparklez, Dude Perfect from YouTube as well as Instagram, Cristiano Ronaldo and Selena Gomez from Instagram. These celebrities grew in popularity through different periods of time and through different means but these social media platforms allowed them to post their own funny content that people have recognised and supported through their individual growth. This has changed consumer interaction as before we were only consumers absorbing all the digital media but now we can be prosumers with the expansion of the digital revolution and how it’s constantly getting easier and easier to access media all around the world people are able to interact and upload their own content onto the web this links in with web 2.0 and web 3.0.
Relationship between companies and customers
While researching different companies I found there to be a cycle between consumers and the companies this cycle involves consumers wanted easier lives and through this some consumers become prosumers and create something to fill that gap for the item they need after that larger companies work on it and make it better, this cycle happens on different levels an example is VR technology that has been fantasised in media for a long time and during the 21st century it has seen large development from small companies then big companies jumped on the wagon and also made their own versions. There are many more examples of consumers increasing the demand for progress in certain areas but companies also push progress.
While researching different companies I found there to be a cycle between consumers and the companies this cycle involves consumers wanted easier lives and through this some consumers become prosumers and create something to fill that gap for the item they need after that larger companies work on it and make it better, this cycle happens on different levels an example is VR technology that has been fantasised in media for a long time and during the 21st century it has seen large development from small companies then big companies jumped on the wagon and also made their own versions. There are many more examples of consumers increasing the demand for progress in certain areas but companies also push progress.
Surfacing of new companies
Through the different stages of the digital revolution companies had to respond to customer demand, Netflix is a perfect example of a company that has emerged in response to consumer demand as Netflix emerged when the demand for VoD increased, as people wanted to view films and shows in a easy way and whenever they wanted without worrying about schedules on their TV. Before Netflix came around people had to prepare their streaming devices to record their favourite shows so that they can play them back whenever they want but now since everything is kept on a easily accessible cloud network there is no need for that it’s as simple as logging in and clicking the video you want to watch. Before Netflix became a huge VoD company they use to send people DvDs to their homes back in 1997, this business was doing ok but it wasn’t until 2003 where Netflix slowly started to pick up in the number of subscribers and between 2007 and now it blew up by expanding internationally as well as by partnering up with companies and including more shows as well as their own exclusive ones. |
Organisation Models:
The are many things an organisation has to consider when forming the main being what type of organisation will it by this I mean what approach will they have to their projects as well as how they will manage their HRM (Human Resource Management), I did some research in possible types my organisation could take while working on this project.
The three main types of organisational structures I found to be the most common during my research were functional, divisional and matrix each of them possessing their own strengths and weaknesses starting of with a functional structure, it’s benefits include easier management of specialists, easier control of shared resources such as IT departments it also means all members of the team report to one supervisor making sharing of information easier, however the disadvantages are the project manager has almost no authority. Divisional organisation structure has a benefit of helping established companies who operate in different regions to develop multiple teams however a major downside is if it’s not in check different regions may compete with each other which would be counter intuitive. Lastly the matrix structure this structure is good for smaller companies as it allows the organisation to have a clear goal, with better cooperation and better use of scarce resources but on the other hand this structure is very complex and often can lead to conflict within an organisation as there are multiple leaders for the projects.
With constant changes to these models as well as new and unique models being developed at the same time there are many options to pick from when deciding on a organisation model to follow allowing smaller and bigger companies for easier control over their respective work force.
The are many things an organisation has to consider when forming the main being what type of organisation will it by this I mean what approach will they have to their projects as well as how they will manage their HRM (Human Resource Management), I did some research in possible types my organisation could take while working on this project.
The three main types of organisational structures I found to be the most common during my research were functional, divisional and matrix each of them possessing their own strengths and weaknesses starting of with a functional structure, it’s benefits include easier management of specialists, easier control of shared resources such as IT departments it also means all members of the team report to one supervisor making sharing of information easier, however the disadvantages are the project manager has almost no authority. Divisional organisation structure has a benefit of helping established companies who operate in different regions to develop multiple teams however a major downside is if it’s not in check different regions may compete with each other which would be counter intuitive. Lastly the matrix structure this structure is good for smaller companies as it allows the organisation to have a clear goal, with better cooperation and better use of scarce resources but on the other hand this structure is very complex and often can lead to conflict within an organisation as there are multiple leaders for the projects.
With constant changes to these models as well as new and unique models being developed at the same time there are many options to pick from when deciding on a organisation model to follow allowing smaller and bigger companies for easier control over their respective work force.
After researching the three main types and more I think mixing them might give my company the best advantage when creating my product as there are good elements in all of them and if I could combine those good elements and strengthen them even further it would greatly benefit my product.
An example of what I could combine to help me in creating my new app would be using the functional structures method of having all team members reporting to a single person, as this way it would be easier to direct all team members in the correct direction, this would help establish the foundations for the goal of the app. Utilising the matrix structure would be important too since it’s a model that has been designed for smaller companies but the only thing that I would consider a good advantage from matrix is that it would also make managing the small amount of resources more efficient.
Overall through researching changes in consumer habits, how new companies grow, company and consumer relations, digital media potential and company models it has allowed me to find out more about how the current media market works, and how I can make a product that the modern digital native will enjoy and use, this would help it become successful as well as including desired features to stay competitive.
An example of what I could combine to help me in creating my new app would be using the functional structures method of having all team members reporting to a single person, as this way it would be easier to direct all team members in the correct direction, this would help establish the foundations for the goal of the app. Utilising the matrix structure would be important too since it’s a model that has been designed for smaller companies but the only thing that I would consider a good advantage from matrix is that it would also make managing the small amount of resources more efficient.
Overall through researching changes in consumer habits, how new companies grow, company and consumer relations, digital media potential and company models it has allowed me to find out more about how the current media market works, and how I can make a product that the modern digital native will enjoy and use, this would help it become successful as well as including desired features to stay competitive.
P3 describe roles required to support content within the production proposal
Before thinking about my app I have to consider some of the job roles that would be required to make my app possible, one of these roles would be a project manager as they are required to keep the team going as they are the ones who manage the whole team and doing the time management, budgeting and many more tasks that are required to be completed by the project manager, so they will play a vital role in the team and will have to be very dependable.
Developers otherwise referred to as programmers or IT would be required for the actual code that makes the app tick, as without it the app wouldn’t function. The main function of the developers would be closer to the stage of publishing as after all the ideas are collected and agreed on then the programmers start to do their work where they use varying programing language such as C#, Java, C and C++.
Another key figure that I would need in my team would be the sales and marketing manager as they would play a large role by being the person who researched all the details on the target audience, market trends, pricing, competition, demographic data and more. The sales and marketing manager would also be the person who researched the best way of infiltrating the market of health and fitness apps and more.
A PR and social media representative would be important as they would be the bridge between consumer and publisher allowing the company to grow in popularity over social media. PR people are normally the people who are the face of a company they are also the people who deal with any reporters and press.
Designers will also be required as they will the people who will be designing and planning the aesthetic look of my app and any social media/ websites that would go along with my app to keep a brand image to look more professional. Designers are necessary as without a interesting and unique UI (user interface) the customers would not enjoy using the app as much as they could.
Overall there are many roles that need to be filled both old roles like sales managers, project managers to new job roles that have come around thanks to the developing media such as graphic designers and app programmers, this means I will need a wide and diverse team with most likely multiple skill sets to save costs of the production, they would require good communication skills as with smaller teams that is vital to ensure that the app development progresses smoothly.
Developers otherwise referred to as programmers or IT would be required for the actual code that makes the app tick, as without it the app wouldn’t function. The main function of the developers would be closer to the stage of publishing as after all the ideas are collected and agreed on then the programmers start to do their work where they use varying programing language such as C#, Java, C and C++.
Another key figure that I would need in my team would be the sales and marketing manager as they would play a large role by being the person who researched all the details on the target audience, market trends, pricing, competition, demographic data and more. The sales and marketing manager would also be the person who researched the best way of infiltrating the market of health and fitness apps and more.
A PR and social media representative would be important as they would be the bridge between consumer and publisher allowing the company to grow in popularity over social media. PR people are normally the people who are the face of a company they are also the people who deal with any reporters and press.
Designers will also be required as they will the people who will be designing and planning the aesthetic look of my app and any social media/ websites that would go along with my app to keep a brand image to look more professional. Designers are necessary as without a interesting and unique UI (user interface) the customers would not enjoy using the app as much as they could.
Overall there are many roles that need to be filled both old roles like sales managers, project managers to new job roles that have come around thanks to the developing media such as graphic designers and app programmers, this means I will need a wide and diverse team with most likely multiple skill sets to save costs of the production, they would require good communication skills as with smaller teams that is vital to ensure that the app development progresses smoothly.
M2: Compared traditional media roles with new emerging roles and the impact this has had on your product proposal
Traditional media roles have changed progressively with the digital age coming around with there being plenty of new job roles that need to be filled, which leaves the question of how the traditional job roles compare to the new and upcoming jobs. Some of these traditional media roles include director/producer, video editor and camera operator which are the key three roles needed to create a product.
Director/Producer: The producer plays a vital role in the industry as they are responsible for overseeing the different projects as well as making sure that the product is being made how the client asked, they do this by taking the lead communicating with all members of the team, and being an all rounder with good communication skills as well as leadership and technical knowledge varying from different medias.
Video editor: The video editor is responsible for the compilation and amalgamation of all the raw footage and cutting it together to create the final product which would be suitable for distribution with a requirement of skill and precision as well as having a keen eye to notice any mistakes that would have to be corrected. |
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Camera operator: The camera operator normally would work directly with the director to ensure are shots go with what was in the storyboard with any additional shots being noted down. The camera operator is required to have technical knowledge of the equipment they are using as well as theoretical knowledge for all the different shot types they would have to shoot.
Those were the traditional job roles in the industry but through the development of digital technology it has enabled new job roles to appeared with it some of these job roles include graphic artists/designer, GUI programmers, social media manager which are only some of the new roles that were created thanks to the development of digital technology.
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Graphic artists/designer: The graphic artists/designer is responsible for the creation of visual concepts this is normally done through the use of computer software but it can also be done by hand, they help design layouts for applications as well as websites to ensure they are easy to navigate and also look appealing to the consumers.
GUI programmers: GUI programmers are responsible for the programming of what the graphic designer planned out and ensuring it all works by using varying programming languages depending on their task, there job is important as without them the applications and websites would not work properly. Social media manager: A Social media manager is necessary in the modern media industry since they create the online image of the brand since they are responsible for interacting with people online as well as any of the companies marketing campaigns and all image, video and written content on the different social media. |
A clear difference between traditional jobs and new emerging job roles is the technology that is used for them as the new emerging jobs make use of all the modern equipment to maximise the efficiency of the companies in the industry they are working in with a focus on being innovative and being cost effective. Where as the traditional jobs had much more technological restrictions and had to make up with creativity to ensure their companies did well. But traditional jobs are still very prevalent even in a more modern society, with the convergence of media these jobs evolved and adapted to the development of the digital media, they did this through a number of ways either adapting and integrating the new technology or combining certain job roles to save costs.
One job role that has seen major change is the producer/ director as this job role as merged into one with a general theme of ensuring the production goes along smoothly and managing all members of the team but the producer has to also be capable in most areas to some extent so that they are able to assess all the work that is being done as well as suggest improvements
I would have to consider changing job roles for my proposal as a when I would be selecting individuals to become a part of my team I would have to consider that nowadays most people have a large mix of multiple skills with a main focus but also being capable to do other jobs, good communication as that what is required in a small app which is still growing since there would not be enough money to pay a large staff of people.
One job role that has seen major change is the producer/ director as this job role as merged into one with a general theme of ensuring the production goes along smoothly and managing all members of the team but the producer has to also be capable in most areas to some extent so that they are able to assess all the work that is being done as well as suggest improvements
I would have to consider changing job roles for my proposal as a when I would be selecting individuals to become a part of my team I would have to consider that nowadays most people have a large mix of multiple skills with a main focus but also being capable to do other jobs, good communication as that what is required in a small app which is still growing since there would not be enough money to pay a large staff of people.
D1 Evaluate the evolution of historically large companies to meet the challenges of a converging media market
Here I will be discussing the evolution of historically large companies and the methods they used to meet the challenges of a converging media market. With the digital revolution many of the existing media’s converged which resulted in mostly large conglomerates having to adapt to these changes to ensure that their businesses still thrived an example of such a business is Google.
Google
Google who is now a subsidiary of Alphabet Inc after Google chose to restructure in 2015 is a global conglomerate which is very successful. Google was founded in september 1998 in the US by Larry Page, Sergey Brin and it has seen many substantial changes between when it was made and now. Google maps which was released in 2005 was Google's first step in progressing with the converging media market which allowed users to be able to have a map of the world at their disposal where users could look at the city streets and find their way around places they me unformiliar with but it took Google till 2009 to create an accurate “GPS navigation for Maps on smartphones” this made Google Maps a really valuable tool for people who travel a lot. This was quite revolutionary as it was the start to when everything began to become available throughout the web and having an online map was a huge step forward since it allowed for much easier navigation without the old fashioned maps and sat navs. |
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Google launched its own browser to compete with Firefox and Internet Explorer in 2008 which they called Google chrome which became “the world’s dominant we browser” with a substantial 60% of users worldwide which blows out of the water all of the other web browsers making it the most relevant web browser even till this day. Google Chrome came with a number of its own features that developed over the years such as Google docs, sheets and slides which are all alternatives to Microsoft office which work almost exactly the same except they are connected to your google account which enables you to access them anywhere that you are logged in.
In 2011 Google creates Google+ as a result of Facebook’s immense popularity at the time, attempted to get into the social media market however this attempt was not very successful due to the many shortcomings of Google+ such as how it was an invitation only network where you could share content but it never took off. And as of 2019 Google+ is no longer available and it has been removed. Google+ had a number of features similar to Facebook but since Facebook was already established people were hesitant of the change.
Google in 2013 also announced the Google Chromecast which allowed an easy method of “streaming videos from a phone or computer to a TV” but Google has not touched the product ever since. Google also acquired an AI research lab called DeepMind back in 2014 since around that time there was a huge AI boom resulting in this purchase. These developments where smaller parts of the Google history but still important ones since the AI industry is still very much thriving meaning the purchase was a good one, it lead to the development of google assistant which is similar to other AI assistants like Alexa which can look things up for you and remind you of things.
In 2011 Google creates Google+ as a result of Facebook’s immense popularity at the time, attempted to get into the social media market however this attempt was not very successful due to the many shortcomings of Google+ such as how it was an invitation only network where you could share content but it never took off. And as of 2019 Google+ is no longer available and it has been removed. Google+ had a number of features similar to Facebook but since Facebook was already established people were hesitant of the change.
Google in 2013 also announced the Google Chromecast which allowed an easy method of “streaming videos from a phone or computer to a TV” but Google has not touched the product ever since. Google also acquired an AI research lab called DeepMind back in 2014 since around that time there was a huge AI boom resulting in this purchase. These developments where smaller parts of the Google history but still important ones since the AI industry is still very much thriving meaning the purchase was a good one, it lead to the development of google assistant which is similar to other AI assistants like Alexa which can look things up for you and remind you of things.
Looking back at Google’s history they have evolved in many ways not only through making their products better and updating them but also by expanding into new horizons and acquiring assets that could help them with other projects for example the AI development lab could help them with developing the Google assistant as well as the Google self driving car they created in 2010, through this maximising the potential of their company. All of this shows how the people working at Google are quick to respond to changes in the digital industry and integrating them into their own company.
As for how this could affect me and my product it would give me examples of some of the possible challenges that come from the convergence of the media market and that my company will have to be flexible as the digital market is constantly evolving, it can change overnight so GoFit will have to be able to adapt to the converging media to ensure my customers are pleased and so that I’m keeping up with trends that could help me grow my company.
As for how this could affect me and my product it would give me examples of some of the possible challenges that come from the convergence of the media market and that my company will have to be flexible as the digital market is constantly evolving, it can change overnight so GoFit will have to be able to adapt to the converging media to ensure my customers are pleased and so that I’m keeping up with trends that could help me grow my company.