Business Models That Work

Russ Curry, Ministry of New Media

Reluctant as I was to desert my stand to attend a conference, there  was a second presentation in the Digital Media in Retail Conference at Screen Media Expo Europe that was an absolute  must for me –  Cyril Michel, President of Mirane in France.

Mirane has had spectacular success in the last year and I was very much looking forward to gaining some insights on how they achieved such results.

Mirane Presentation 09

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Cyril’s approach is very pragmatic – he deals with a variety of retailers from hypermarkets to banks, each with their own take on what they want out of their networks. So he’s dealing with a variety of different business models with varying degrees of brand-building and ad-funding according to the client’s requirements and the mind-set of the customer.

He identifies 3 possible objectives for a network owner: creating ad revenue; increasing sales; and boosting image. And he divides the public into 3 types of audience which he defines as : mass; retail & captive. He shows how these different objectives can match the types of public, and how the same individual can change status as he moves around a large supermarket. And all this is illustrated with real examples of successful networks operated for Mirane’s various clients – fascinating stuff!

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