Streaming Forum Preview: Expanding Your Market from Europe to the USA

Article Featured Image

The streaming media space continues to defy gravity, seeing double-digit annual growth in times of double-dip recession. Yet even these companies want to take advantage of economic uncertainty by extending their leads into different markets and key market verticals

This is especially true for European companies, many of which focus on language-specific markets limited to two to three countries. To grow the business, these companies often set their sights on expanding beyond Europe to other key markets. One market many European companies consider is North America, with the majority focusing on the United States of America.

A new Streaming Forum session will focus on this very issue. "Expanding your Market from Europe to the USA" will offer advice and tips to companies that want to expand their presence beyond Europe.

As the presenter for this session, my goal is to help companies—from device manufacturers to service providers to rights holders—consider their options within the United States market, emphasizing the opportunities and pitfalls within the USA.

While many readers of Streaming Media magazine and mainly know my work with Information Today and a few other media publications, my background is in strategic marketing, technology transfer, and technology development.

Through Transitions, Inc., a consulting company I co-founded in 2003, I've had the honor of working on both European multi-institution framework package projects as well as with numerous Fortune 50 and startup companies. Transitions consults to a number of companies, offering go-to-market strategy, competitive landscape analysis, and white paper services.

In addition, I've helped launch a World Trade Center in the southeastern USA, in conjunction with the World Trade Center Association, and two business incubators designed to help launch both low- and high-tech products.

The USA is actually made up of at least five distinct geographic markets, yet my past experience in assisting European and Asian companies is that they tend to focus on one or both of the extremities—the East or West Coasts—ignoring potential windfalls in underserved heartland markets.

In the session we'll explore examples of companies that have taken a one- or two-coast approach, look at areas of opportunity within the five distinct geographic markets, and flesh out opportunities for companies to target language-specific secondary markets within the USA.

We'll also talk briefly about the difference between CE and UL certifications for device manufacturers, exploring some of the technical differences between 50/60 Hz devices, and dissect the question of universally appealing products designed in Europe, sourced in China or India, and sold into the USA.

Finally, we'll look at service providers and rights holders, exploring issues such as third-party billing and micro payments, which differ widely between the EU and the USA. With a number of changes occurring, such as ESPN's decision to exit the European broadcast market, we'll also briefly explore potential opportunities to license rights beyond both the USA and Europe into emerging markets.

While this session is the last event of the second day of Streaming Forum Europe, I hope to be able to assist a number of attendees with their specific questions on expanding into the USA.

Streaming Covers
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Streaming Forum Preview: Successful Video Distribution and ROI

What defines a successful YouTube marketing campaign? Whether it's 100,000 views or 5,500, brands can achieve tremendous ROI from YouTube if they employ the right strategy for their goals, and Streaming Forum users will learn from both a global market leader (AGCO) and a small startup (Droplet) that success means different things for different campaigns.

Streaming Forum Preview: Video and the Future of Education

No longer lagging behind the enterprise, the education market is seeing some of the most innovative applications of video, from MOOCs to advances in lecture capture. These sessions at Streaming Forum will bring you up to speed on the latest innovations you can apply to your video education and training efforts.

Streaming Forum Preview: Encoding for Multiple Devices

Jan Ozer will present four sessions at the Streaming Forum, including a how-to session designed to help attendees establish an encoding workflow to produce a single set of files for the three primary delivery platforms: PC, mobile, and OTT.

Streaming Forum Preview: MPEG-DASH and HEVC Take Center Stage

The Streaming Forum programme is loaded with sessions exploring MPEG-DASH and HEVC from every possible angle. Here's a look at who'll be speaking and what they'll be talking about.

Streaming Forum Preview: Does (Screen) Size Matter for Advertisers?

YuMe will present the results of a survey it undertook with UK research firm Decipher into consumer behaviour on laptops, tablets, and smartphones, and how advertisers and content owners alike can maximise their distribution and campaigns

Streaming Forum Preview: HBO Europe Case Study

HBO Europe's new media director will offer a glimpse behind the scenes of how a major broadcaster takes on online and mobile delivery for its content across 15 countries in Europe. Hint: It's complicated.

Streaming Forum Preview: The Power of Storyshowing

Jason Thibeault of Limelight Networks will keynote Day 2 of the Streaming Forum in London, presenting a talk called "The Power of Storyshowing" that will both present practical advice for successful digital storytelling and offer inspiration for attendees to get out there and tell their own stories with video

Streaming Forum Preview: Netflix Aims to "Delight" Customers

Netflix will kick off Streaming Forum 2013 with a panel discussion highlighting the unique challenges—and opportunities—for SVOD providers to build a content and service supply chain in Europe