Positioning online and offline media services in me/we space
2007 (English)In: Expanding the knowledge economy / [ed] Cunningham, P. & M., Amsterdam: IOS Press, 2007, 1564-1571 p.Conference paper (Refereed)
Traditional mass media seem to be losing market shares to new forms of online social media such as blogs, virtual communities, and user generated content services. This paper discusses the positioning of media services and products, media consumption devices, and media content according to an analysis of user needs and roles as well as of usage context. We propose the use of an analysis model – the me/we space – defined by the dimensions of solitary/social media use, active/passive consumer attitude, and online/offline connectivity. In this space, we position a sample of successful media services and products, identifying the spectra of user needs that they address. Analysing user media needs based on consumption characteristics in me/we space can help content providers and device developers to position their services and products within the media spectrum. The model identifies opportunities for business development within social media but the analysis also indicates that there is also a viable market niche for traditional offline media.
Place, publisher, year, edition, pages
Amsterdam: IOS Press, 2007. 1564-1571 p.
IdentifiersURN: urn:nbn:se:kth:diva-107840OAI: oai:DiVA.org:kth-107840DiVA: diva2:578174
QC 201201102013-01-102012-12-172013-01-10Bibliographically approved