Atos in Media
Pathways to digital
transformation
“The internet disrupted the media and entertainment value chain.
Business, however, is essentially still based on the fundamentals of
a century ago: engaging and retaining audiences. What is changing
dramatically is the way to monetize the products and services you
offer them.”
Mauro Starinieri,
Global Head of Media Portfolio, Atos
For thirty years and more, the media industry has been a true
pioneer in digital transformation. What is different today, is the
degree to which digital media experience has become utterly
enmeshed in people’s private, professional and social lives.
When we ask, ‘What happens next?’, there is no better place to start
than by examining how people behave as consumers of media
products - and thinking about how that behavior already points to
new kinds of consumption and participation.
02
Nothing is untouched
Look across the media landscape and life-cycle. Nothing is untouched by
digital transformation. Print, broadcast TV, film, gaming, music, advertising,
corporate branding: all are being reinvented for the digital age. It’s as true in
the studio as it is on location - as true in the home as it is in the stadium, the
cinema or on the train.
Media companies can no longer separate business strategy from digital strategy: digital is no longer an “add-on”.
Every media company needs to compete for audience-share in a world transformed and transforming – a world in which audience behavior
and expectation is in a state of continuous mutation. Audience behavior is:
Connected Volatile Various
Audiences are always connected. From the Loyalty is fluid. Even the biggest media From mega-screens to micro-screens, fixed or
moment we wake up to the moment we fall brands struggle to hold a live audience for an mobile, scheduled or on-demand, audiences
asleep, access to news, to entertainment, and hour or so. People routinely flip in ten-second consume in more ways than ever before. Fee-
to social media is rarely more than an arm’s bursts. Box set gorging is now a thing. based streaming is now a thing.
length away. Unsurprisingly, the digital detox
is now a thing.
The digital mega-shift
Digital has already had a massive impact across all media sectors - and these are only conservative estimates, according to IDATE*:
Publishing Film and video Previously distinct barriers between sectors
become increasingly blurred. National
30% of all book sales are now digital while 70% of all film and video revenues are public service broadcasters, for example,
10% of press purchase is online. These figures generated over the product lifetime through are learning how to play new roles as global
ignore the deeper impact of the rise of the video-on-demand services. This ignores the media companies, selling digital output to and
spoken book, for example, and a generation extended profitable lifetime of historical assets through Over the Top (OTT) providers and
of news consumers who have never bought that would simply have gathered dust in the inviting active participation from worldwide
a newspaper. pre-online world. audiences.
Music Games and entertainment Atos has been providing both IT and specialist
digital services to the media industry for
60% of music sales now happen online while No surprises here, with online gaming over 40 years. With our current focus on
physical media are losing 15% and more accounting for some 60% sales now digital transformation, we are helping clients
annually. Digital does not just impact recorded happening on personal, usually mobile, from across the media industry identify
music. Audiences for live performance can be devices, What is surprising, perhaps, is that opportunities and define the IT and digital
radically extended through digital. Look, there is still a market for offline anywhere but strategies needed to turn them to practical
for example, at opera houses playing to on the race-course. and differentiating advantage.
regional cinemas.
*Source IDATE: [Link]
Atos in Media | Pathways to digital transformation 03
Six Mega-Trends
In dialog with our media clients around the world, six topics come up again
and again. Although these are not overtly technology themes, they are all
deeply linked to a world in the midst of digital transformation.
Consider these six mega trends, particularly from the perspective of changing audience preference and behavior, and they provide essential
indicators to the new digital skills and capabilities that now become so essential for sustained media success.
To a very large extent, it’s study of these topics which steers our own investment in the resources we need to best serve our media clients.
Client considerations Atos focus
Operational excellence In a period of rapid change and market turbulence, Clear focus on IT outsourcing, offering engagement
media companies must keep operational excellence models that support transformation while delivering
in keen focus. Not only must they ensure that all maximum agility. Rigorous harmonization and
aspects of production, service delivery and customer consolidation, for example, help create a sound
engagement are conducted with the greatest agility foundation from which to plan and implement full-scale
and efficiency. The ongoing shift in broadcast from cloud infrastructure and agile digital workplace models.
bespoke and dedicated infrastructure and network Atos seeks to maximize synergies across media and IT
technology to IT and IP is an indicator of change infrastructures and operations.
driven by the need for business agility and operational
efficiency. Media companies must also continually
monitor the cost of operations, seeking opportunities
for major savings.
Mergers and The media market has always been volatile: many of The success of any merger or acquisition is dictated
acquisitions the world’s leading publishers still use names resulting by the speed and efficiency with which newly united
from historical acquisition. enterprises learn to work together.
What changes now is the pace and breadth. Scalability, As different organizational cultures combine, so must
globalization and critical mass now become the key their systems and processes. Atos is particularly
drivers. As established media companies respond to skilled in the logical and technological integration of
new OTT players, for example, new alliances with the ERP systems and the development of shared service
previously distinct telecommunications market also models used to accelerate effective integration.
become normal.
Telco and media It’s not just that the telcos underpin media delivery in a Atos has invested significantly in both media function
convergence connected and mobile world. virtualization and network function virtualization. These
The relationship between media company and telco two fields of expertise represent the meeting point of
also opens access to new audiences and to new ways of media and telecommunications for on-demand and
promoting and marketing products. mobile delivery.
There are huge technology implications too - not only Add expertise in data analytics and cognitive
in terms of handsets and leases, but also in terms of computing, and Atos is expertly positioned to help
dynamic network planning and capacity management. media companies and their telco partners anticipate
and analyze client behavior.
04
Client considerations Atos focus
OTT service delivery Established broadcasters and media service companies Digital strategy consultancy from Atos provides a
naturally see the OTT players as the greatest of all balanced and insightful perspective on these threats
threats. Whether it’s movies, documentaries or music, and opportunities.
OTT companies can address audiences directly without Real-time analytics and agile payment services are
any of the traditional delivery overheads. critical in a media landscape redefined by OTT, and in
The battleground is always going to be content, and as both these specialties, Atos has much to offer.
OTT revenues increase, so too do their production and Depth of behavioral understanding coupled with the
commissioning budgets. ability to personalize contract and consumption with
Although premium content is essential, it does not maximum agility are both winning capabilities.
guarantee great consumer experience and loyalty. All
consumer touch points must be considered for fruitful
360-degree customer management.
But the game is not completely one-sided and
established media players can equally well develop
winning OTT delivery models, competing on both
content and consumer experience.
Digital media A new generation of media executives is moving New digital media models need new media cultures.
business models into position. These are people who have never Atos is not a media guru: we are a partner in digital
experienced a world in which advertising revenues are transformation.
either stable or assured. With analytics, cloud delivery and orchestration, the
These are people who have grown up with click-driven digital workplace, cyber-security and agile payment
metrics and micro-payments, and indeed with an systems, we put the tools in place. When audiences
understanding of the ethics and risks of a world in engage across multiple channels, support and
which all media is social media. management for those channels must be integrated,
Can the incumbent models and processes of established rationalized and secured. There can be no media
media adapt and extend to the world of new digital transformation without digital transformation.
media, or is it time to build from zero?
Sports The world of sport is a multi-billion-dollar industry and it As worldwide IT partner to the Olympic Games since
concentrates all aspects of the digital media revolution. 2001, Atos has been instrumental in transforming the
From subscriber access and live-action offers, through digital experience of sports fans for the world’s largest
additional data services and in-play betting, sport has media and sporting event.
become the showcase for digital entertainment. Our digital transformation consultancy has helped
And with the arrival of OTT services, sports clubs gain shape multi-channel delivery, the growth of media
unprecedented opportunities to take ownership of their analytics in sport, and the provision of new and
media brand and behavior. compelling data services for sports fans both for
the Olympic Games and for many other sports
organizations globally.
Atos in Media | Pathways to digital transformation 05
Atos: a media partner with vision
As a partner in digital transformation to the media industry, Atos has a clear
understanding of how best we can contribute. Our business technology
skills contribute directly to meeting the business challenges faced by our
media clients in this period of dramatic industry change.
Putting the audience first Covering the media supply chain
Every member and potential member of your audience has more The media supply chain is more articulated than it has ever been. The
choice than ever before. People consume content over multiple path from production through to consumption is no longer bound by
devices at home, at work and on the move. Personalized, on-demand single channels and fixed schedules.
services become the norm.
For publishers, broadcasters and entertainment companies, the ability
To satisfy continually shifting audience expectations, media to automate, manage and monitor complex supply chain landscapes
companies must know audiences and their behavior. They must know becomes a pre-requisite for survival and success.
how to craft propositions at an increasingly personal level, and they
must know if they are meeting acceptable quality-of-service levels. Atos is expert at the process optimization and automation which now
becomes the core of effective media supply chain management.
With the arrival of real-time analytics, Atos’ deep experience of CRM and
client engagement are now employed to help media companies gain Most importantly, Atos can help media companies eliminate the
unprecedented insight into their audiences and potential audiences. need to develop and support multiple support systems for multiple
channels. Integration is central to all future efficiency. This is not only
about managing cost. It’s also the key to agility which is so essential to
new product and service development.
06
The data game Virtualizing media infrastructure
All media business is increasingly data-driven, from infrastructure and The rapid rise of OTT players, the new agility required for rapid
content supply chain through to audience engagement. But how do new product go-to-market, and the need to reduce operational
you transform a media company to give it an edge through new data costs all point to the power of fully virtualized infrastructures. As
analytics? media companies build increasingly dynamic relationships with
communications companies and extend their geographic reach
With our Atos Codex offering for data analytics, we deliver the capabilities to serve global audiences, mastery of fully virtualized media
and resources needed by forward-thinking media enterprises. infrastructure becomes a prerequisite for profitable growth.
We provide the realtime tracking and analysis needed to understand Atos has developed a groundbreaking Network Function Virtualization
audience behavior; we offer the analytical tools needed to monitor proposition for our communications clients. A similar approach,
content consumption from the latest streamed event to the oldest combined with the required media skills, is now offered to media
archive asset; and we deliver the IoT smarts and Artificial Intelligence clients seeking the benefits of fully virtualized infrastructures.
(AI) skills needed to ensure that virtualized and physical media
infrastructures can sustain optimal performance levels by improving, The Atos Media Functions Virtualization proposition includes both
for instance, their efficiency with predictive maintenance. a reference framework and technology partner ecosystem. We
are equipped to support media clients through the transition from
dedicated broadcast media technologies to virtualized infrastructure.
Virtualization gives media companies the flexibility and scalability they
need to compete effectively in the new digital media landscape.
The virtual media infrastructure becomes particularly important,
for example, when seeking to exploit the peak demand for one-off
sporting or cultural events. By virtualizing, media companies can scale
up to meet exceptional service demand, confident that the quality-of-
experience will satisfy audience demand.
Atos in Media | Pathways to digital transformation 07
Atos in action
1. Cognitive Media Analytics 2. Media Function Virtualization 3. Orchestrated Hybrid Cloud 4. Digital Workplace for Media
and Artificial Intelligence
8. Media Supply Chain 7. Digital Transformation Factory 6. Payments and 5. Cybersecurity
Transactions
9. Broadcast Network 10. Help and 11. IT Transformation and
Control System Interaction Center Outsourcing
1. Cognitive Media Analytics 5. Cybersecurity 9. Broadcast Network Control System
and Artificial Intelligence In a world of social media, interconnected As every media device in the production
Covering realtime analytics, AI and technologies and internet-based delivery environment becomes internet-enabled,
cognitive computing, Atos Codex helps platforms, every media company faces Atos BNCS eliminates the need for
deliver media insight on everything, from rapidly mutating threats. Atos provides costly dedicated platforms for managing
audience behavior to quality-of-service. the integrated managed security services hybrid legacy and IT/IP-based media
It is used in predictive maintenance for needed to protect assets, customers’ data, infrastructures.
media infrastructures and for tracking and infrastructures and reputation.
optimizing the digital supply chain 10. Help and Interaction Center
6. Payments and Transactions New generation media audiences expect
2. Media Function Virtualization With the rise of personalized services and instant and personal support. Advanced
By virtualizing media functions, Atos helps highly articulated service bundles, Atos robotics and AI help Atos create the media
media companies achieve unparalleled provides agile platforms for effective digital contact centers of the future.
scalability and responsiveness. micro-payment and client engagement.
11. IT Transformation and Outsourcing
3. Orchestrated Hybrid Cloud 7. Digital Transformation Factory Every established media company
As cloud delivery becomes the norm, With our industrialized approach to struggles to manage heritage IT platforms
Atos orchestrates services from multiple digital transformation, Atos puts media in the face of continuous change. As
providers for seamless media operation. companies on the fast-track to new digital an ITO partner, Atos is committed to a
practice with a growing library of media program of continuous optimization and
4. Digital Workplace for Media use cases. cost-effective service delivery.
For both media company employees and
extended partnerships of independents, 8. Media Supply Chain
the new media workplace, is agile, cloud Atos automates the media processes
based, mobile, personalised, and omni- needed to create, manage and distribute
channel. This makes rigid and costly content with deployment on-premise or
corporate networks a thing of the past. in-cloud for maximum agility.
08
A direct pathway to
digital transformation
The milestones in media digital transformation are clear: virtualization in
infrastructure and value chain; an agile and enabling digital workplace;
data-driven intelligence and business insight; and an increasingly
personalized audience experience. How can media companies embrace
these changes for increased differentiation while minimizing risk?
With its Digital Transformation Factory, Atos has developed an business continuity, for example, must be secured. Atos has strong
industrialized approach to effective innovation. We serve clients from cyber-security solutions, skills and best practices that we already apply
many sectors and are continually extending our repository of use- in many large media and entertainment organizations, including the
cases, exploring ways in which innovation in one sector can bring Olympic Games.
benefits in another.
By putting use-cases at the core of our approach to digital
Investments made in Network Function Virtualization for the transformation, we ensure that things happen fast. We take ideas
telecommunications sector, for example, are now bringing direct to a fully-functioning proof-of-value, often using actual datasets,
benefits in accelerating the design and implementation of networks in just a couple of months. Speed is critical in achieving business
for virtualized media infrastructures. differentiation.
Growing media adoption of IP and IT brings many benefits but also
creates new challenges: content and customer data protection and
ITO remains critical
Atos has provided IT Outsourcing services to many of the world’s analytics. It becomes more important than ever before to ensure core
foremost media companies for many years. As we make shift towards IT systems are agile, cost-effective and fit-for-purpose.
partnership in digital transformation, we maintain an acute professional
focus on ITO. This becomes especially important when mergers and acquisitions
occur. In these situations, the speed and efficiency with which core
Over the years, our media clients have made significant investments in business systems can be integrated makes a fundamental contribution
the IT solutions and services needed to manage their businesses and to success.
customer relationships. We now look towards virtual models for core
media processes and operations with a strong emphasis on cloud and
Atos in Media | Pathways to digital transformation 09
Atos and the Olympics
Atos has been the Worldwide IT Partner to the Olympic Games since 2001.
Our contribution to the Olympic Games is particularly relevant for our
clients in the media sector: the Games are the world’s largest media event.
From the start, Atos has worked to bring the benefits of digital innovation
to the Games, and we are now showing how digital transformation adds
value to the experience of sports fans around the world, while making
operations as agile and efficient as possible.
At the PyeongChang 2018 Winter Olympics, for example, Atos introduced
the “build once – use many” approach to media infrastructure. Using
only cloud models, Atos eliminated the need to set-up hardware on site,
delivering all media services without a glitch by triangulating services
between South Korea, Spain and London.
During the Games, we delivered realtime results to over 8 billion devices.
We are looking forward to Tokyo 2020 as the most digitally enabled Games
in history.
10
Next steps
For over 40 years, Atos has built its reputation as a responsive
and innovative business technology partner to the world’s leading
media brands.
For the Olympic Games we have crafted a repeatable and innovative
approach to servicing the world’s greatest media and sporting event.
Across publishing, broadcast and entertainment we have delivered
consistently advanced service as a technology partner, and today are
actively influencing the industry-wide drive to digital transformation.
As a digital transformation partner, we are eminently practical. Our ability
to move quickly from digital transformation discovery sessions to working
proofs-of-concept and actual implementations is an indicator of how we
work together with our clients in the rapidly changing media markets.
A day spent in one of our worldwide network of Business Technology
Innovation Centers is a great place to start.
Make Atos your partner, as you plot your pathway to digital transformation.
Atos in Media | Pathways to digital transformation 11
About Atos
Atos is a global leader in digital transformation
with approximately 100,000 employees in
73 countries and annual revenue of around
€ 13 billion. The European number one in
Big Data, Cybersecurity, High Performance
Computing and Digital Workplace, The Group
provides Cloud services, Infrastructure &
Data Management, Business & Platform
solutions, as well as transactional services
through Worldline, the European leader
in the payment industry. With its cutting-
edge technologies, digital expertise and
industry knowledge, Atos supports the
digital transformation of its clients across
various business sectors: Defense, Financial
Services, Health, Manufacturing, Media,
Energy & Utilities, Public sector, Retail,
Telecommunications and Transportation.
The Group is the Worldwide Information
Technology Partner for the Olympic &
Paralympic Games and operates under the
brands Atos, Atos Consulting, Atos Worldgrid,
Bull, Canopy, Unify and Worldline. Atos SE
(Societas Europaea) is listed on the CAC40
Paris stock index.
Find out more about us
[Link]
Let’s start a discussion together
CT_J921_180606_RY_B_ATOSINMEDIA
All trademarks are the property of their respective owners. Atos, the Atos logo, Atos Codex, Atos Consulting, Atos Worldgrid, Bull, Canopy,
equensWorldline, Unify, Worldline and Zero Email are registered trademarks of the Atos group. Atos reserves the right to modify this document
at any time without notice. Some offerings or parts of offerings described in this document may not be available locally. Please contact your
local Atos office for information regarding the offerings available in your country. This document does not represent a contractual commitment.
June 2018. © 2018 Atos
