DCM - Digital Content Marketing
DCM - Digital Content MarketingThe DCM project explores consumer behavior regarding digital content distribution over the Internet. Digital content can be music, videos, games, etc. In this project the emphasis is on how consumers behave when they like to acquire digital music or other content by using the Internet.
Currently, the Internet has been widely adopted as the primary means for distributing digital content. Although the sales of digital contents is growing fast, there are several problems to overcome before the business models can be successful. One of the main problems is unauthorized use of digital contents which has occurred as a result of proliferating peer-to-peer networks. User acceptance for digital content delivery and marketing techniques as well as for digital rights management (DRM) has been low due to various problems related to contemporary systems and business models used.
Potential new approaches suggested for overcoming these problems include peer-to-peer marketing and fair use techniques, but so far they have not been evaluated in real-life environments.
This project analyzes user behavior, technical means, and business models of marketing digital content products (especially music) in a test environment that is based on real-life situations. The project implements a set of virtual content distributors (VCD) corresponding alternative business models for digital content marketing to selected target groups. User behavior is analyzed and various result parameters (market volume, user count, user demographics, gate keeper statistics) are compared with business model parameters of the VCD (fair use support, customer sales rewarding model etc.)
The research activity is performed by the University of Jyväskylä in collaboration with Helsinki Institute for Information Technology during 1/2009 - 12/2010. The project is funded by the Finnish National Technology Agency (TEKES), Teosto and DrElma.
University of Jyväskylä
Scientific lead Assistant Professor Lauri Frank, firstname.lastname@example.org
Project Manager Veikko Halttunen, email@example.com
Professor Pasi Tyrväinen, firstname.lastname@example.org
Researcher Markus Makkonen, email@example.com
Helsinki Institute for Information Technology
Dr. Olli Pitkänen, firstname.lastname@example.org
Researcher Erika Leinonen, email@example.com