The best "freebie" white paper I found last year relating to my electronic media responsibilities was IBM's The end of TV as we know it: A future industry perspective, to which I linked in January 2006. It holds up well today. So when David Leroy (thanks) pointed me at a pair of related new ones from the IBM Institute for Business Value and with two of t he same authors, I was hopeful.
The authors (Saul J. Berman, Steven Abraham, Bill Battino, Louisa Shipnuck and Andreas Neus -- Berman and Shipnuck being two of the authors on The end of TV...) didn't disappoint. Navigating the Media Divide: Innovating and Enabling New Business Models and The fight ahead on media's main streets are, as the titles imply, about more than television -- but then last year's report was relevant beyond television also.
The papers explore issues around the familiar scenario framework that creates four quadrants with the X-axis being "Distribution and device platforms" ranging from "proprietary" to "open" and the Y-axis being "Content blend" ranging from "Produced by professionals" to "User/community contribution." They view the upper and rightmost dimensions as being particularly disruptive amd posit that these four quadrants will be the four business models in use over the next 3-4 years. The figure here (click for larger image) depicts these business models.
The authors provide ten specific recommendations for media companies some of which seem pretty obvious (e.g., "Put consumers at the center of your business and boardroom"), while others more insightful (e.g., "Give control to get share").
Also see Saul J. Berman, Adam R. Steinberg and Louisa A. Shipnuck, Beyond access: Raising the value of information in a cluttered environment. Link: IBM (pdf).