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: supermarkets, DVD to VOD

The evolution of the U.S. market the video seems to be carried out for mass distribution.
In the years 1980-90, Blockbuster sets up his chain of stores, Walmart and Kmart (supermarkets) sell DVDs, Best Buy (GSS) too. A decade later, Netflix , newcomer uses the post to send and retrieve the rented DVDs to its subscribers. The store is online, the command and management, including payment, takes place on a website. Mixed model, online and off : 20 million subscribers. Newcomer also sells DVDs Amazon (online transaction, postal delivery). Along the lines of machines currency ( self-service coin-counters ) Redbox, Blockbuster and InstaFlix set up dealer networks in DVD (video rental kiosks ).
The retail market is the DVD. She makes her turn now online.

• Best Buy (GSS) enters the market streaming with acquisition CinemaNow end of 2008.
• After a first failed test in 2007 with HP, Walmart, First Global Distributor (9000 stores), bought Vudu ( streaming ) in February 2010. IPhone App for catalog.
• Sears Holdings, which includes Kmart and Sears, launched late 2010 Alphaline Entertainment. The consumer will access a movie at the same time as its DVD release, for rent ($ 4) or buy ($ 20). The service should be multi-platform (mobile, etc.)..
• Amazon Video between market streaming well.
• iTunes plays music video to rent and sell programs but also offers a Web connection box / TV.
• YouTube triumph over the Web, but film and TV series great escape him.
• housings / allow players to transfer what is on the Web to TV (Apple TV, Boxee , Roku , Google TV soon, probably) and relay Vudu, Netflix, Amazon ...

General observations and provisional

1. To conquer this market, supermarkets, or specialty, has many trump cards, easily transferable video distribution: customer relations, consumer insights, consolidated database., billing, loyalty cards, customers regularly attending its outlets, capacity cross promotion (see Vudu / Walmart), experience of selling online. By construction, it is at the heart of the joint on-line and off-line , the next battleground trade.
2. There, at work, the operation of a transition economy (and rather than simple substitution) . The three modes of distribution coexist, and all three remain dynamic. Thus, the distribution "in situ" via DVD continues to grow (see instaFlix, flilale NCR ATMs). Most video distribution companies are active on two or three segments (see . supra, diagram). This articulation of the three modes / segments seem virtuous: Netflix and inviting its subscribers to the progressive transfer of the DVD to VOD online, and assists them in this slow evolution in order not to lose (churn rate very low).
3. multiplatform approach develops : distribution on tablets, smartphones, game consoles, in addition to televisions, computers and digital recorders (TiVo).
4. When this distribution will she the cloud , logical and final step that will facilitate personal storage management, as already practiced among other Amazon and iTunes?
5. In video distribution, TV channels (networks) appear to have stalled. Together they have established hulu (ABC / NBCU / Fox), replicating their model for VOD free advertising (targeting with adSelector, Publicis). They also use their sites to broadcast their programs. Fox has abandoned Bitbot, Broadcast video on smartphones, reselling Fox Mobile Group.
6. Without doubt, ultimately, the initiative she left by the networks to which they are backed studios (Disney / ABC, NBC / Universal, etc.).. The advertising market
7. associable distribution via video streaming is considerable, especially video. There will necessarily be multiplatform (selection, trading and consumption was not on the same platform Surla necessarily made), and will rely on forms most advanced targeting affinity (not to disturb the recipient): behavioral marketing, targeting language, etc..
8. And in France? Should we imagine Carrefour, Leclerc, FNAC, Casino, Darty, etc.. get into this business? They are already established in online distribution. Remain the agreements with the studios ...

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