Phase 6: User experience adaptation

Content service providers want to modify the user experience to be consistent with their brand style guidelines, to provide specific functionality, and to create a unique, distinguished user experience. Also, users want to configure the user interface to their liking, with color templates and layout schemes. While these customization and personalization options cater to the needs of different service providers and user personas such as Miguel and Adia, the look and feel of the client needs to meet industry standards and at the same time should deliver a differentiated user experience.

Microsoft Expression Studio gives user experience designers the professional design and

development tools necessary to build next-generation user experiences required for online video services. This includes the entire Expression product line and Microsoft Visual Studio 2008. Expression Web can be used for designing industry-standards compliant Web sites that work in any browser and look good. Expression Media Encoder allows users to deliver high-quality video across the Web using the Silverlight plug-in. Visual Studio 2008 can be used for developing high- performance Windows, Web, and mobile device-based software applications.

110 Table of Figures

Figure 1: Example of an end-user interface based on this blueprint ... 9

Figure 2: Business functions in online video ... 11

Figure 3: Different types of video ads, as defined by the Interactive Advertising Bureau (2008) .... 16

Figure 4: Example for contextual placement of a display ad ... 17

Figure 5: Example of inserting topic keywords at specific time code markers...17

Figure 7: Example for the contextual placement of a pre-roll video ad ... 18

Figure 8: Example for the contextual placement of display ads ... 18

Figure 9: Adia Navarro, a consumer user persona ... 20

Figure 10: Example for the targeted placement of a picture-in-picture video ad ... 20

Figure 11: Example for combining contextual and targeted placement of a display ad ... 21

Figure 12: Example for contextual placement of a display ad, with targeted product offerings ... 21

Figure 13: Example for contextual placement of a display ad with a video mini player ... 22

Figure 14: Example of affiliate marketing FINAL ... 24

Figure 15: Ad revenue growth for an online video service ... 25

Figure 16: A passive viewing experience ... 28

Figure 17: An interactive viewing experience... 28

Figure 18: Ability to switch between a passive and interactive experience ... 29

Figure 19: Player in full-screen mode with playback controls, mute button, and tabs ... 30

Figure 20: Electronic program guide ... 31

Figure 21: Media brand selector ... 32

Figure 22: Promoted content selector ... 32

Figure 23: Discovering content with the content navigator ... 33

Figure 24: Finding content with search ... 34

Figure 25: Color codes for internal, external, and end (consumer) users ... 36

Figure 26: End-user persona: Miguel, a media explorer, and his behavioral dimensions ... 36

Figure 27: End-user persona: Adia, a discerning content consumer ... 37

Figure 28: End-user persona: Carles, an immersed dweller, and his behavioral dimensions ... 37

Figure 29: Back-office user role: Ad Sales Manager ... 38

Figure 30: External user role: Media Buyer ... 38

Figure 31: Back-office user role: Content Manager ... 39

Figure 32: Back-office user role: Executive Producer ... 39

Figure 33: Back-office user role: Content Marketer ... 40

Figure 34: Back-office user role: User Experience Designer ... 40

Figure 35: Key business functions and user roles in operating an online video service ... 42

Figure 36: Digital content management processes ... 43

Figure 37: Digital content distribution processes ... 46

Figure 38: End-user processes ... 47

Figure 39: User experience adaptation processes ... 47

Figure 40: Advertising—Media Buyer processes ... 48

Figure 41: Advertising—Ad Sales processes ... 48

Figure 42: E-commerce processes ... 50

Figure 43: Digital rights management and related business functions ... 51

111

Figure 45: Processes for attracting and retaining users ... 53

Figure 46: Analytics and reporting uses data from other business functions ... 55

Figure 47: Microsoft‘s blueprint for online video solutions ... 58

Figure 48: Presentation, services, and data storage layers of the proposed architecture ... 60

Figure 49: An online video service using a Silverlight Web client ... 62

Figure 50: Microsoft Expression Blend 2 with workflow integration and support for comments .... 64

Figure 51: Creating themes and skins with Microsoft Expression Blend ... 65

Figure 52: Media Library, Media Viewer, and Annotations Web parts ... 69

Figure 53: Rough Cut Editor Web part ... 69

Figure 54: Internet Information Services—Configuring Bit Rate Throttling ... 74

Figure 55: Internet Information Services—creating a simple Web Playlist... 75

Figure 56: Internet Information Services—smooth streaming ... 76

Figure 57: A Content Distribution Network ... 77

Figure 58: FAST AdMomentum welcome page ... 79

Figure 59: FAST AdMomentum pages for advertisers ... 79

Figure 60: FAST AdMomentum ad performance reporting—account dashboard ... 80

Figure 61: Microsoft Commerce Server 2007, or ―Mojave,‖ logical architecture diagram ... 84

Figure 62: Illustration of how content and licenses flow between PlayReady servers and clients ... 85

Figure 63: Microsoft Dynamics CRM – Customer Profile ... 89

Figure 64: Microsoft Dynamics CRM – Tracking Customer Interactions ... 90

Figure 65: Adapting and integrating Microsoft Dynamics CRM with other systems ... 91

Figure 66: Topic Pages aggregate content to improve ability to discover... 94

Figure 67: Descriptors help users explore content collection ... 95

Figure 68: Windows Live services ... 97

Figure 69: Windows Live Login using Windows Live Contacts... 97

Figure 70: Windows Live Essentials ... 98

Figure 71: Windows Live Messenger ... 99

Figure 72: Windows Movie Maker ... 100

Figure 73: Scorecard and Strategy Map in Microsoft PerformancePoint Server ... 103 Figure 74: Combining existing systems and third-party services into the proposed architecture 105

112 Table of tables

Table 1: Global outlook on pay-for-content revenue in video on-demand (in U.S.$ millions) ... 14

Table 2: Monetization model for an ad-funded online video service ... 27

Table 3: Contractual rights of content owners, content distributors, and end users ... 50

Table 4: Scorecard for an Executive Producer ... 55

Table 5: Web parts in Microsoft Services‘ Digital Content Management offering ... 68

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