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Beyond
access
Raising the value
of information in a
cluttered environment
Media and
entertainment
Beyond access
Raising the value of information in a cluttered environment
Executive summary
From carrier pigeons to the advent of mass communications, the business information industry has successfully
adapted to many changes in its long and storied history.
1
Today, however, the US$70 billion industry may face its
toughest transition yet: competing in a digital world with a
digitally savvy user.
New online information providers and free services
including online newspapers, expert blogs, targeted
search engines, low-cost research sites and niche
providers have begun to pull audiences from
incumbents. With knowledge seekers atomizing and
loyalties shifting, new competitive and substitution risks
may be driving the industry toward an inflection point.
Industry players need to adapt swiftly or risk losing
ground in key areas.
Near term, the industrys two historical barriers to entry
proprietary content and proprietary analysis are
expected to hold. But longer term, the opening of
source information will likely drive heightened competition
and erosion of barriers. If these trends continue, future
competitive advantage will go to firms that provide valueadded services and expert insights, not access.
Despite a risk-laden outlook, incumbent players may
be well positioned to leverage user intimacy to deliver
compelling next generation services and solutions.
The following strategies can help them compete in this
emerging environment:
1. Protect the core business by providing solutions. As
access is commoditized, information providers can
protect and grow margins by focusing on solutions
that deliver greater relevancy and expertise, including
workflow integration, ecosystem partnerships and
ontology development.
A pedigreed legacy
The information provider industry has weathered many
changes in its long and storied history. In the 19th century,
Reuters used carrier pigeons to disseminate stock quotes,
and the Associated Press created a collective of rowboat
reporters to scoop news from incoming ships. Later
came decades of industrialization and the advent of the
telephone, radio and television. Through each successive
wave of fundamental change, business information
providers have managed to adapt successfully.
Beyond access
Percent
80
70
South
Korea
Japan
60
US
50
UK
40
France
Germany
30
China
20
10
2005
2006
2007
2008
Figure 2. High dependence on the free, public Internet by corporate users is challenging traditional fee-based information services.
Total corporate Finance, HR
respondents
and Legal
Information
Technology
Sales and
Marketing
Science and
Engineering
77%
71%
79%
76%
82%
73%
70%
71%
76%
71%
72%
72%
71%
73%
67%
69%
75%
70%
66%
51%
Source: Hot Topics: 2001 vs. 2005: Research Study Reveals Dramatic Changes Among Information Consumers. Outsell, Inc. May 2005.
An uncertain outlook
Through 2008, the information provider industry is
7
forecasted to grow a moderate 5.2 percent, a rate
just above the projected consumer price index. Large
players will likely continue to fight for share within the
mature market while grappling with new competitive
dynamics. In the near term, category and geographic
expansion are expected to drive revenues. Existing
Industry issues
Low growth industry history
Legacy culture and business models
Fragmented audience
Shifting user loyalties
Competition and substitution challenges
Suppliers releasing information
Free ad-supported services
Move to open access sources
Business performance
Figure 3. The information provider industry may be approaching an inflection point. Different segments will be impacted at
different rates.
Inflection point
Technology challenges
Legacy technology
Distribution challenges
Source: IBM Institute for Business Value analysis.
Time
Beyond access
Figure 4. Each content category currently derives competitive advantage from two barriers to entry. A companys strength in the
future is dependent on category and portfolio mix.
High
US$19.4B
Marketing
US$17.7B
Business,
trade
Legal and
regulatory
US$11B
US$13.8B
General news
Low and newswires C
Low
Proprietary analysis B
High
Proprietary source content refers to the foundational information used for professional service information; this includes court rulings, breaking news, equity quotes, company
financial returns, technical specifications and scientific research results.
B
Proprietary analysis refers to the level of with analysis/editorial/interpretation wrapped around the source content for the average customer.
C
General news and newswires estimated at US$2.5M-3.5M including only the top subscriber services. All market size data is as of year end 2003.
Source: IBM Institute for Business Value analysis.
A
Beyond access
Figure 5. In the future marketplace, new players will compete for audience mind-share, ultimately affecting spending trends.
Aggregators
Knowledge
users
HighBeam
NIH PubMed Central
Google Scholar
HighWire Press
Niche content
providers
UpToDate.com
Lessigs CyberLaw blog
Emerald
PLoS/Springer
Complinet
Intermediating
tools
Figure 6. Industry participants can move beyond access with the following executive recommendations.
Information provider
challenges today
Beyond access
future characteristics
Executive
recommendations
Technological innovation
Beyond access
Computer files
e-mail/attachments
Instant messages
Third-party
information
Information
providers today
are moving in
limited fashion
into management
of enterprise as
well as third-party
information
Desktop
information
Enterprise
information
Structured data environment
Intranet portals and company
repositories
External Web sites
10
Beyond access
11
Acknowledgements
12
Beyond access
References
1
Ibid.
10
11
12
13
.
G510-6168-01