Ondřej Hlaváček

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Ondřej Hlaváček Vysoká škola ekonomická v Praze Fakulta informatiky a statistiky Katedra informa čních technologií Studijní program: Aplikovaná informatika Obor: Informa ční systémy a technologie Diplomant: Bc. Ond řej Hlavá ček Vedoucí diplomové práce: Ing. Zuzana Šedivá Oponent diplomové práce: Ing. Daniel Kafka Obchodní modely digitální distribuce audia školní rok 2007/2008 -- vym ěnit za zadání DP -- 2 Prohlášení Prohlašuji, že jsem diplomovou práci zpracoval(a) samostatn ě a že jsem uvedl(a) všechny použité prameny a literaturu, ze kterých jsem čerpal(a). V Praze dne ………………………………. podpis 3 Abstrakt, klí čová slova Tato práce se zabývá sou časným stavem trhu hudby a mluveného slova ve sv ětě a v České republice. Zkoumá používané technologie, platební systémy a obchodní modely, p řináší aktuální informace z vývoje hudebního pr ůmyslu. V modelové části je popsán ideální obchodní model, který navazuje na dostupné trendy a vytvá ří vizi obchodování do budoucna. V praktické části je tento model na základ ě zadání fiktivní firmy (avšak vycházející z reálného prost ředí) upraven a p řizp ůsoben českým podmínkám. Záv ěre čná SWOT analýza ukazuje silné a slabé stránky a p říležitosti a faktory ohrožující vytvo řený model. Klí čová slova hudba; hudební pr ůmysl; audiokniha; mluvené slovo; obchodní model; distribuce; internet; obchod This thesis considers current status of recording industry divided into two parts – music and audiobooks, either in the whole world and Czech Republic. Used technologies, payment systems and business models are examined alongside with fresh information from recording industry. The models part describes an ideal business model, which incorporates current trends and creates a vision of the business in the future. Applied part adjusts this model according to real world factors into a model usable in the Czech Republic. A final SWOT analysis describes all strengths, weaknesses, opportunities and threats of the given model. Keywords music; recording industry; audiobook; spoken word; business model; distribution; internet; store Pod ěkování Za pomoc p ři vypracovávání této diplomové práce bych cht ěl pod ěkovat následujícím: Ing. Zuzana Šedivá Dr. Ing. Libor Husník Josef Burkovský Karel Černošek 4 Obsah Abstrakt, klí čová slova............................................................................................................... 4 Pod ěkování................................................................................................................................. 4 Obsah.......................................................................................................................................... 5 1. Úvod................................................................................................................................... 7 2. Stanovení cíl ů..................................................................................................................... 7 3. Technologie........................................................................................................................ 9 3.1. Distribuce p řes internet .............................................................................................. 9 3.1.1 Web .................................................................................................................... 9 3.1.2 Streamování...................................................................................................... 10 3.1.3 Podcast ............................................................................................................. 10 3.1.4 Přenosná za řízení.............................................................................................. 11 3.2. Audiokniha............................................................................................................... 13 3.3. Zvuk a formáty jeho uložení .................................................................................... 14 3.3.1 Záznam zvuku .................................................................................................. 14 3.3.2 Komprese zvuku a formáty.............................................................................. 15 3.3.3 Bezztrátová komprese ...................................................................................... 15 3.3.4 Ztrátová komprese............................................................................................ 18 4. Organizace obchodu......................................................................................................... 22 4.1. Elektronické platební systémy ................................................................................. 22 4.1.1 Převod na ú čet .................................................................................................. 22 4.1.2 Platební karty.................................................................................................... 23 4.1.3 Jiné elektronické platební systémy................................................................... 25 4.1.4 Porovnání ......................................................................................................... 27 4.1.5 Místní platební systémy – výhled do budoucna............................................... 29 4.2. Digital Rights Management ..................................................................................... 32 4.3. Obchodní model....................................................................................................... 36 5. Hudební pr ůmysl.............................................................................................................. 39 5.1. Analýza sv ětového trhu distribuce digitálního audia – hudba ................................. 39 5.1.1 Profilované obchody ........................................................................................ 40 5.1.2 Obchody se širokým záb ěrem .......................................................................... 44 5.2. Analýza sv ětového trhu prodeje audia – mluvené slovo.......................................... 47 5.3. Analýza českého trhu ............................................................................................... 51 5 5.4. Aktuální zm ěny a trendy v hudebním pr ůmyslu ...................................................... 55 5.4.1 Last.fm.............................................................................................................. 56 5.4.2 Hudba zdarma .................................................................................................. 57 5.5. Specifika místního prost ředí..................................................................................... 58 6. Modely ............................................................................................................................. 61 6.1. Ideální model............................................................................................................ 61 6.1.1 Obchodní model............................................................................................... 61 6.1.2 Kritéria ............................................................................................................. 66 7. Model adaptovaný na ČR................................................................................................. 70 7.1. Obchodní model....................................................................................................... 70 7.1.1 Kritéria ............................................................................................................. 73 7.2. SWOT analýza ......................................................................................................... 75 7.3. Stabilita řešení.......................................................................................................... 77 8. Záv ěr................................................................................................................................. 78 Slovník pojm ů .......................................................................................................................... 79 Seznamy ................................................................................................................................... 82 Literatura .................................................................................................................................. 84 6 1. Úvod Žijeme v turbulentním sv ětě, radikální zm ěny na sebe t ěsn ě navazují nebo se dokonce překrývají. Vlivem internetu se otevírají nové možnosti podnikání, jiné, dlouhodob ě prosperující obory, jsou touto nezvladatelnou sítí životn ě ohroženy. Distribuce digitálního audia, nebo také prodej hudby a mluveného slova, spojuje n ěkolik obor ů dohromady. Vyvážením technologií, p řístupu k zákazníkovi a autorovi, marketingu, obsahu a obchodních proces ů se otevírá zbrusu nový trh, kterého se zab ěhnuté nahrávací spole čnosti bojí a snaží se s ním bojovat. D ůležité je uv ědomit si fakt, že motorem pohán ějícím trh je zákazník, který uspokojuje svoje pot řeby, to jest kupuje produkty, o které má zájem – a ť už z vnit řní pot řeby, nebo um ěle vyvolanou poptávkou. Při hledání tématu práce m ě, jakožto aktivního člena hudebn ě-zábavního pr ůmyslu, tématika prodeje hudby a mluveného slova zaujala. První kroky vedly k vyhledávání již existujících prací. Na každé téma, ze kterého je téma mé práce složeno, lze nalézt řadu publikací – jde nap říklad o platební systémy, záznam zvuku a kompresní formáty, internetové p řenosy, aktuální stav hudebního pr ůmyslu, právní problematika
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