Telecom, Media and Technology

“We have been researching our communication campaigns for years and every cooperation with Motivaction contributed positively to the success of the campaign.”
Vera Naber, Sr. Marketing Communications Specialist Telfort

Digitization brings Telecom, Media and Technology closer to each other

These connections have been rapidly digitized in the last 35-40 years. From the end of the 1980s the first digitization wave started : Connecting computers to the world wide web. Something that is now commonplace in the Netherlands. A world without Internet at home is now unthinkable.


At the start of this century the second digitization wave came: The mobile connection of people and with the Internet. With the advent of smartphones we see a shift from voice to data.


In recent years the contours of the third digitization wave is increasingly visible; the network connection of people and equipment (and equipment with each other). Research bureau Gartner estimates that in 2020 no less than 25 billion units will be connected to the IoT.


The worlds of Telecom, Media and Technology are changing and are together getting increasingly more scope. Where in the recent past there was still strict separations between infrastructure, content and hardware, it is now unthinkable in 2016 to not view the three markets as one single connected value chain in which actors make increasingly more “cross-over's”: The telecom provider offering unique content on its own channel, content makers with own telecom labels and the hardware producer as content creator.


Standing still is going backwards

The disquiet in the TMT sector is great; much is already possible on the basis of technological innovations. However the endless political discussions concerning subjects such as net neutrality and geo-blocking content ensure that legislation remains hopelessly behind with the technological development. In the absence of clarity about the legislation, commercial companies are forced to make investments; Should OTT services pay for using infrastructure in the future? Are sold rights of content from a multinational valid in all countries? Can telecom providers offer unique content for their own customers? And when does it concern content which is accessible for everyone (possibly at a cost)? Parties can allow themselves to wait for the result of the discussion; standing still is going backwards.

 

Digitality: The digital culture

Within Motivaction’s TMT (telecom, media and technology) team much attention is paid for the extensive digitization of society; how do technological developments relate to the daily life of the Dutch consumer?
With the rise of social media we noticed that major differences exist in the Netherlands when it concerns attitudes with regard to digitization and the associated digital life. With our Mentality research program we have kept our finger on the pulse in the last 20 years of society in many areas. We have achieved this with not only socio-demographic factors (such as CBS does), but also on attitudes concerning developments in societies (such as emancipation, and therefore also digitization) and social psychological mentalities of groups of consumers.

Upon analysis of the mentality of various groups in Dutch society concerning digitization, it became increasingly clear to us that this domain “acts differently’” than many others societal domains; where we can explain many societal developments (and sometimes predict them) on the basis of “broad mentality profiles” the mentality with regard to digitization appears to be different. It was rapidly apparent that Nicholas Negroponte (founder of MIT’s MediaLab) back in 1995 (!) wrote the book titled Being Digital in which he came to the same conclusion: DIGITALITY.


Digitality is the condition of life in a digital culture. And that it is therefore different than the culture we now live in. This has led to us deciding to highlight the digital culture for the Dutch society by way of our DIGITALITY research program.

 

Digitality, and the Digital Life

In 2014 Motivaction, by way of a major fundamental research (> 2,500 Dutch people) that was carried out under its own management, started highlighting the “digital life” of Dutch people; the manner in which they use telecom and information technology, the way in which they have organized their digital lives, the motivations behind this, etc.

This has resulted in a Digital target group model: Digitality. The model consists of two axes: Digital social engagement and techno-involvement,. The “digital social engagement” axis represents the level of social participating in a community (the level to which people have a digital social life). The second axis shows the level of techno involvement (techno progression and techno affinity). This axis shows the level of which people have a positive basic attitude with regard to technology and confidence in technological progress in the digital domain.
 

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