Media ID at the European Media Management Conference in Hamburg

Media ID, an iMinds Media project, has been presented at this year’s conference of the European Media Management Association (EMMA) in Hamburg (May 27-29). Marlen Komorowski and Paulien Coppens presented their research about the collaborative and innovative initiative of Belgian media companies, Media ID.
The EMMA conference focused on “Development and Sustainability in Media Business”. The conference aims to bring together media management, media economics and communication scholars to discuss the possible challenges that media organisations and their leaders are facing.
Media ID is a common federated identity management framework for user authentication and user management for Belgian media companies, a so-called single sign on service. It was launched in Belgium at the start of 2015. The ID would function as a general account for all online media services.
"It does not only include websites and mobile apps of magazines and newspapers in Belgium but also television and radio, covering an estimated 80 % of the Belgian media market," says Marlen Komorowski. "This innovative service has the potential to disrupt the whole media market of Belgium, enabling longer and easier login sessions and easier and more secure online payments."
The ease of use benefits both online media users, but also the media companies who can profit from getting to know their users better and create a more lucrative online environment.
In order to assess the impact of Media ID on both the Belgian media companies and on users’ online consumption practices, we developed possible future scenarios.
In the interdisciplinary study, the media stakeholders of Media ID, we used interviews and focus groups with media users to get insights in their expectations for the new service.
There were four developed scenarios giving insight in the impact of consumers’ adopting the service and the impact of the level of integration of (additional) online services in Media ID by the media stakeholders.

Additionally, the study found that certain requirements need to be fulfilled for large scale adoption. For potential users this means user-friendliness, privacy measures, added value (like new services and content), easy payment mechanisms and security of the service are needed. For media companies, integrating customizable and dynamic content are required to use consumers’ insights and to integrate additional digital revenue streams.

You can download the presentation here.

Created by Elias Van Dingenen on 9/06/2015