A Magazine "on" Your Smart Fridge

By: Valerie Thiele  

In recent years, the "Internet of Things" (IOT) has gained enormously in importance in various industries – whether warehouses with transport robots, agricultural vehicles with extensive sensor technology and data processin,g or intelligent everyday objects. One sector that has not yet concentrated on the IOT are publishing houses. On the bright side, they already own the essential component of their potential IOT product: high-quality content. However, publishers need technical know-how to present their product in the IOT: Possible partners could be manufacturers of intelligent everyday objects such as refrigerators, stoves or “smart tables“. The "X-model" by Tzouvaras, Schumann, and Hess shows that cross-media multiple use of media content represents the performance core within the value chain of publishers. With the IOT, this model is suitable for publishers to reuse their existing content with intelligent everyday objects as playout channels. The model serves as an analytical-ideal-scientific approach. The "X-model" aims at successfully introducing the distribution of rights and products. Partnerships with manufacturers of intelligent everyday objects offer great potential to profitably introduce the new technologies of the IOT into a publisher's value chain. The manufacturers are the technological experts, the publishers can concentrate on the content – a win-win situation! The "X model" can be used to identify opportunities for publishers in the IOT to tap new sales potential within the value chain. In addition, it becomes clear that the "X-Model" must be expanded in order to create a competitive value chain for publishers in the IOT.

Internet Of Things, Smart Objects, Media Management, Value Chain
Media Business
Focused Discussion

Ms. Valerie Thiele

Digital Manager, Digital Office, Journal International Experience GmbH

Hi, I am Valerie Thiele, married and was born on October 24th, 1984, in Großburgwedel (Germany). I have two children (1 & 3). After finishing school, I successfully completed my apprenticeship as a publishing clerk at Gruner + Jahr AG & Co KG. Afterwards, I worked in various media houses in the print and online sector, including as an online business analyst, online product manager, sales and editorial staff member. During my studies "Bachelor of Science in International Management, Master and Magister" at the Universidad Mayor in Santiago de Chile and the ESERP Business School in Barcelona in the field of communication and strategic marketing as well as through my Master of Science in Corporate Management, I approached the topics of media management scientifically. I am currently on parental leave as a digital manager at a corporate publishing house in Munich. My activities at this job include the conception and implementation of digital marketing and advertising concepts and market observation for the creation of creative online concepts. I developed the digital strategy for a worldwide customer program of an automobile company, which contributes significantly to the sales and growth of the publishing house. During my employment at Journal International Experience GmbH from 1/2014 until the beginning of my pregnancy and the following maternity leave, I was also involved beyond my actual job description and took part in various conferences and trade fairs in the field of media management. I am currently working on my doctorate, thereby focusing on researching the implications of the "Internet of Things" on existing business models for publishing management. Publishing management is increasingly influenced by the "Internet of Things" and confronted with new issues. Different types of media are increasingly interconnected, wich also brings together formerly separate markets and thus the development of new offers and solutions. Action strategies are therefore necessary for planning and implementing business models for successful publishing products in this environment. Due to the dynamics of the current digital structural change, publishers are focusing on quick strategic solutions in order to be able to react with adapted business models. This creates a dilemma between a detailed strategic approach and fast action. In addition, the growth of dynamic newcomers in the industry - including start-ups - increases the difficulty of focusing on profound strategic thinking and action. The use of tactics for changing goals is nowadays subject to priority and fast action. Newcomers show a significantly higher flexibility to interrupt existing value chains and create new connections. At first glance, the "Internet of Things" offers a significantly higher spectrum of opportunities for start-ups. However, with the "Internet of Things", publishers have the opportunity to use their extensive editorial content and make it available to consumers through modified business models. With my dissertation, I want to pursue my research interes in the field of media management in depth and contribute to new findings in science and social change.