1. Translating Hollywood's Command of Audience to the Networked Distribution Reality What Hollywood Can Learn from Digital Identity NeoPixSys HPA 2005

2. Patrick Gregston NeoPixSysMaking Content Distribution Networks Work NeoPixSys HPA 2005

3. Patrick Gregston NeoPixSys Frictionless exchange between author and audience. and/or Make piracy kill itself NeoPixSys HPA 2005

4. Joe reminded me- Hollywood has Command of the Audience Original Information industryOriginal Information industry Dominates popular cultureDominates popular culture You will watch a movieYou will watch a movie Only concerned with which movieOnly concerned with which movie Absorbs and co-opts disruptive technologyAbsorbs and co-opts disruptive technology NeoPixSys HPA 2005

5. My friend Doc told me- Markets are conversations.Markets are conversations. Markets consist of human beings, not demographic sectors.Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice.Conversations among human beings sound human. They are conducted in a human voice. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. People recognize each other as such from the sound of this voice.People recognize each other as such from the sound of this voice. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. NeoPixSys HPA 2005

6. Doc has a friend -Andre The three tiers of Identity- 1- Personal (assumed) Who we are as we define it 2- Assigned (corporate) Who we are as they define it 3- Abstracted (marketing) Who they guess we are NeoPixSys HPA 2005

7. Garages are Tier 1 territories Filled with what you put thereFilled with what you put there Not subject to other authoritiesNot subject to other authorities Open to whatever you decideOpen to whatever you decide NeoPixSys HPA 2005

8. Wallets are Tier 2 territories Issuing entity definedIssuing entity defined IsolatedIsolated Pre NetPre Net NeoPixSys HPA 2005

9. Mailboxes are Tier 3 territories Because Marketing is about guessing what you want and who you are NeoPixSys HPA 2005

10. The power is outside in NeoPixSys HPA 2005

11. Peter Guber told me The Hollywood marketing model AwarenessAwareness Intent Intent Action Action NeoPixSys HPA 2005

12. Doc’s friends Eric & Sayo say Markets are: RelationshipsConversationsExchange NeoPixSys HPA 2005

13. What happens when T1 gets equal to T2 in the market? NeoPixSys HPA 2005

14. The network makes new market conditions Two way communicationTwo way communication No limit to who and what people and companies can relate toNo limit to who and what people and companies can relate to Customers instead of consumersCustomers instead of consumers People want ( and can get) what they want anytime, anyway, anyplacePeople want ( and can get) what they want anytime, anyway, anyplace NeoPixSys HPA 2005

15. WIFH? What’s in it for Hollywood? Reach 100% of the marketReach 100% of the market Eliminate rating bracketsEliminate rating brackets Collect at (almost) every price pointCollect at (almost) every price point Apply Amazon/Netflix recommendationsApply Amazon/Netflix recommendations Cost effective availability of catalogueCost effective availability of catalogue Leverage customer capacity*Leverage customer capacity* NeoPixSys HPA 2005

16. What is required? A ‘customer’ orientationA ‘customer’ orientation Customization of productCustomization of product Market relationshipsMarket relationships Be ‘married’ instead of ‘moving content’Be ‘married’ instead of ‘moving content’ Embrace the networked customerEmbrace the networked customer Make better locksMake better locks Have friendly protections like watermarksHave friendly protections like watermarks NeoPixSys HPA 2005

17. Why we need customer capacity Central distribution to equal current box office and/or rental market expensiveCentral distribution to equal current box office and/or rental market expensive Distributed capacity more efficientDistributed capacity more efficient Distributed capacity harder to steal fromDistributed capacity harder to steal from Can support any DRM/formatCan support any DRM/format NeoPixSys HPA 2005

18. Trust is the issue NeoPixSys HPA 2005

19. Thank you! pgregston@cox.net 805.565.4143 NeoPixSys HPA 2005