{"id":12453,"date":"2015-02-21T08:24:00","date_gmt":"2015-02-21T08:24:00","guid":{"rendered":"https:\/\/atifunaldi.wordpress.com\/?p=12453"},"modified":"2015-02-21T08:24:00","modified_gmt":"2015-02-21T08:24:00","slug":"genclere-nispet-35-yas-ustu-de-dijital-platform-bagimlisi","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2015\/02\/21\/genclere-nispet-35-yas-ustu-de-dijital-platform-bagimlisi\/","title":{"rendered":"Gen\u00e7lere nispet, 35 ya\u015f \u00fcst\u00fc de dijital platform ba\u011f\u0131ml\u0131s\u0131"},"content":{"rendered":"

D\u00fcnyan\u0131n \u00f6nde gelen dan\u0131\u015fmanl\u0131k \u015firketlerinden\u00a0Bain & Company<\/strong>\u2019nin, Avrupa, Amerika ve BRICS (Brezilya, Rusya, Hindistan, \u00c7in ve G\u00fcney Afrika) \u00fclkelerinde 7 binden fazla ki\u015fi ile ger\u00e7ekle\u015ftirdi\u011fi dijital i\u00e7erik t\u00fcketimi davran\u0131\u015flar\u0131 ara\u015ft\u0131rmas\u0131,\u201c#Hashtag Nesli\u201d\u00a0<\/strong>olarak tan\u0131mlanabilecek ve ya\u015f s\u0131n\u0131r\u0131 tan\u0131mayan bir ku\u015fa\u011f\u0131n geli\u015fti\u011fini g\u00f6steriyor.\u00a0\u2018#Hashtag Neslinin Y\u00fckseli\u015fi\u2019\u00a0<\/strong>ara\u015ft\u0131rmas\u0131 bu nesle hitap edebilmek ve dijital medya pazar\u0131nda s\u00fcrd\u00fcr\u00fclebilir bir ba\u015far\u0131 i\u00e7in, k\u00fcresel bak\u0131\u015f a\u00e7\u0131s\u0131yla yerel ihtiya\u00e7lara g\u00f6re olu\u015fturulmu\u015f yarat\u0131c\u0131 i\u015f modellerine ihtiya\u00e7 oldu\u011funu g\u00f6steriyor. Ara\u015ft\u0131rma, geli\u015fmi\u015f ekonomilerde 35 ya\u015f \u00fcst\u00fc yeti\u015fkinlerin y\u00fczde 63\u2019\u00fcn\u00fcn \u00e7evrimi\u00e7i video izledi\u011fini, y\u00fczde 93\u2019\u00fcn\u00fcn dijital m\u00fczik dinledi\u011fini ortaya koyuyor. Elektronik kitap okuyanlar\u0131n oran\u0131 y\u00fczde 34 iken, oyun kategorisinde ak\u0131ll\u0131 telefonlar ve Facebook \u00fczerinden oynanabilen\u00a0Candy Crash Saga<\/strong>\u00a0bir y\u0131lda 100 milyon tekil kullan\u0131c\u0131dan 350 milyon kullan\u0131c\u0131ya ula\u015farak bir ba\u015far\u0131 \u00f6yk\u00fcs\u00fcne imza at\u0131yor. Mobil cihazlar i\u00e7in geli\u015ftirilen\u00a0Angry Birds<\/strong>\u00a0tarz\u0131 k\u0131sa format oyunlar da en pop\u00fcler oyunlar aras\u0131nda yer al\u0131yor.
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\nAra\u015ft\u0131rma, \u00e7o\u011fu 25 ya\u015f alt\u0131 ve 25 ya\u015f \u00fcst\u00fc olup dijital medyay\u0131 tercih eden kitleye ait \u00e7ok \u00f6nemli bilgiler i\u00e7eriyor. Ara\u015ft\u0131rma, orijinal olarak dijital formatta \u00fcretilen i\u00e7eri\u011fin sekt\u00f6rde \u00fcst\u00fcnl\u00fc\u011f\u00fcn\u00fc ilan etti\u011fini ortaya koyuyor. Son derece d\u00fc\u015f\u00fck k\u00e2r marjlar\u0131n\u0131n ge\u00e7erli oldu\u011fu bu pazarda ayakta kalmak i\u00e7in dijital formatlara yat\u0131r\u0131m yap\u0131lmas\u0131 ve gelir kalemlerinin yeniden g\u00f6zden ge\u00e7irilmesi gerekiyor. Ara\u015ft\u0131rma ayn\u0131 zamanda, \u00fcretilen i\u00e7eri\u011fin kullan\u0131c\u0131lara ula\u015fabilmesini sa\u011flayacak \u201ch\u0131zl\u0131 a\u011f eri\u015fimi\u201d i\u00e7in yat\u0131r\u0131m yap\u0131lmas\u0131 gerekti\u011fine dikkat \u00e7ekiliyor.
\n\u00a0<\/strong>
\nGen\u00e7ler en az bir ak\u0131ll\u0131 telefona sahip<\/strong>
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\nBain & Company taraf\u0131ndan sonu\u00e7lar\u0131 a\u00e7\u0131klanan \u201c#Hashtag Neslinin Y\u00fckseli\u015fi\u201d ara\u015ft\u0131rmas\u0131 geli\u015fmi\u015f olan \u00fclkelerde t\u00fcketicilerin y\u00fczde 70\u2019inin ak\u0131ll\u0131 telefonu, y\u00fczde 47\u2019sinin ise tablet bilgisayar\u0131 oldu\u011funu g\u00f6steriyor. Ak\u0131ll\u0131 telefon oran\u0131 ya\u015flar\u0131 15 ila 18 olan gen\u00e7ler aras\u0131nda y\u00fczde 84\u2019\u00fc buluyor.Bain & Company T\u00fcrkiye Y\u00f6netici Orta\u011f\u0131 Serhan Nadir<\/strong>, \u201cGeli\u015fmekte olan \u00fclkelerde de penetrasyon art\u0131yor. Brezilya ve Rusya\u2019daki gen\u00e7lerin y\u00fczde 58\u2019inin, \u00c7in ve Hindistan\u2019dakilerin ise y\u00fczde 36\u2019s\u0131n\u0131n en az bir ak\u0131ll\u0131 telefonu bulunuyor. T\u00fcrkiye\u2019ye bak\u0131nca da, benzer bir resim ortaya \u00e7\u0131k\u0131yor. Hane halk\u0131 baz\u0131nda y\u00fczde 40 olan ta\u015f\u0131nabilir bilgisayar ve y\u00fczde 96 olan cep telefonu penetrasyonunda da ak\u0131ll\u0131 telefonlar\u0131n pay\u0131n\u0131n artmas\u0131 bekleniyor\u201d diye konu\u015ftu. Ara\u015ft\u0131rma, daha \u00f6nce hi\u00e7 olmad\u0131\u011f\u0131 kadar h\u0131zl\u0131 ileti\u015fim a\u011flar\u0131na ba\u011flanabilen bu ak\u0131ll\u0131 cihazlar\u0131n, t\u00fcketicilerin medyay\u0131 kullan\u0131\u015f bi\u00e7imlerini de de\u011fi\u015ftirdi\u011fini g\u00f6steriyor.
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\nAra\u015ft\u0131rmaya g\u00f6re, geli\u015fmi\u015f \u00fclkelerdeki 15 ile 25 ya\u015f aras\u0131ndaki gen\u00e7lerin \u00fc\u00e7te ikisi video, m\u00fczik ve kitap se\u00e7imlerinde sosyal a\u011flardaki tavsiyeleri dikkate al\u0131yor; 35 ya\u015f \u00fczeri t\u00fcketicilerde bu oran y\u00fczde 50\u2019nin alt\u0131nda. Veri gizlili\u011fine yakla\u015f\u0131m da ya\u015fa g\u00f6re farkl\u0131l\u0131k g\u00f6steriyor. 15-25 aras\u0131 gen\u00e7ler, internet \u00fczerinden daha iyi bir tavsiye almak i\u00e7in veri gizlili\u011finden \u00f6d\u00fcn vermeyi d\u00fc\u015f\u00fcnebiliyor. \u00d6te yandan ara\u015ft\u0131rma, i\u00e7erik t\u00fcketimi konusundaki e\u011filimleri g\u00f6stermek i\u00e7in ya\u015f\u0131n \u00e7ok da yeterli bir \u00f6l\u00e7\u00fct olmad\u0131\u011f\u0131n\u0131 ortaya koyuyor. 35 ya\u015f alt\u0131 t\u00fcketiciler i\u00e7eri\u011fi dijital olarak daha \u00e7ok t\u00fcketmeye e\u011filimli iken, 35 ya\u015f ve \u00fcst\u00fc t\u00fcketiciler de \u00f6zellikle video, m\u00fczik ve oyun konusunda bu a\u00e7\u0131\u011f\u0131 h\u0131zla kapataca\u011fa benziyor.\u00a0
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\nDo\u011fu\u015ftan dijital formatlar y\u00fckseli\u015fte<\/strong>
\n\u00a0<\/strong>
\nDijital format medya pazar\u0131na girip dominant olma yolunda ilerlerken, ilk a\u015famada pazara sunumu fiziksel medyaya benzerlik g\u00f6sterdi. K\u0131saca, dijitalle\u015ftirilmi\u015f medya olarak da tan\u0131mlanacak bu formatta, i\u00e7erik \u00fcretimi hala sekt\u00f6r\u00fcn g\u00fc\u00e7l\u00fc film st\u00fcdyolar\u0131n\u0131n, belli ba\u015fl\u0131 m\u00fczik \u015firketlerinin, oyun yaz\u0131l\u0131m\u0131 geli\u015ftiren firmalar\u0131n ve kitap yay\u0131nc\u0131lar\u0131n\u0131n elinde kalmaya devam etti. \u0130\u015f modeli olarak da geleneksel medyan\u0131n kulland\u0131\u011f\u0131 \u201csat\u0131n alma\u201d ve \u201csahip olma\u201d odakl\u0131 modeller temel al\u0131nd\u0131.
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\nBuna kar\u015f\u0131l\u0131k, orijinal olarak dijital formatta \u00fcretilen i\u00e7erik ise sekt\u00f6r\u00fcn t\u00fcm\u00fcyle dijitale do\u011fru \u015fekillenmesine neden oluyor. Start-up \u015firketler \u201c#Hashtag Nesli\u201dnin ilgisini \u00e7ekecek i\u00e7eri\u011fi \u00fcretmek i\u00e7in bilgisayar a\u011flar\u0131,\u00a0 sosyal medya, kullan\u0131c\u0131lar taraf\u0131ndan \u00fcretilen i\u00e7erik ve kitleyi kaynak (crowdsourcing) olarak kullan\u0131yorlar. Bu \u015fekilde de, i\u00e7erik \u00fcretimi, da\u011f\u0131t\u0131m\u0131 ve bunun paraya d\u00f6n\u00fc\u015ft\u00fcrmenin kurallar\u0131n\u0131 da t\u00fcm\u00fcyle de\u011fi\u015ftiriyorlar.
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\nBir \u00e7ok start-up \u015firket daha \u015fimdiden y\u00fcksek kullan\u0131c\u0131 say\u0131lar\u0131 ve pazar b\u00fcy\u00fckl\u00fcklerine eri\u015fti. Milyonlarca \u015fark\u0131ya eri\u015fim imkan\u0131 sunan dijital m\u00fczik hizmeti\u00a0Spotify<\/strong>, sadece 6 y\u0131lda 40 milyondan fazla kullan\u0131c\u0131y\u0131 kendine ba\u011flad\u0131. T\u00fcrkiye pazar\u0131na da 2013 sonunda girdi. Oyun kullan\u0131c\u0131lar\u0131 i\u00e7in video payla\u015f\u0131m sitesi olarak 2011\u2019de kurulan ve 2014 y\u0131l\u0131nda Amazon taraf\u0131ndan sat\u0131n al\u0131nan\u00a0Twitch\u00a0<\/strong>de \u015fimdiden ayda 45 milyon tekil kullan\u0131c\u0131y\u0131 kendine \u00e7ekiyor. Ak\u0131ll\u0131 telefonlar ve Facebook’ta oynanabilen bulmaca t\u00fcr\u00fcnde bir video oyunu olanCandy Crash Saga<\/strong>\u00a0sadece bir y\u0131lda ayda 100 milyon tekil kullan\u0131c\u0131dan 350 milyona ula\u015ft\u0131. Dijital d\u00f6n\u00fc\u015f\u00fcm t\u00fcm h\u0131z\u0131yla devam ederken, bu de\u011fi\u015fimde geri gelen kitap kategorisinde de bir hareketlenme g\u00f6zlendi. \u00d6zellikle e\u011fitim ama\u00e7l\u0131 kitap veya \u00e7ocuk kitab\u0131 kategorilerinde yaz\u0131, video, m\u00fczik ve okuyucular\u0131n dahil oldu\u011fu interaktif uygulamalar harmanlanarak yeni bir format olu\u015fturuldu ve pazara sunulmaya ba\u015fland\u0131. Dijital i\u00e7erik \u00fcretimi konusunda en \u00f6nde gelen oyun kategorisinde de, mobil cihazlar i\u00e7in geli\u015ftirilen\u00a0Angry Birds<\/strong>\u00a0tarz\u0131 k\u0131sa format oyunlar en ba\u015far\u0131l\u0131 i\u015fler aras\u0131nda yerini ald\u0131.
\n\u00a0<\/strong>
\nBelirsiz k\u00e2rl\u0131l\u0131k<\/strong>
\n\u00a0
\nOrijinal olarak dijital formatta i\u00e7erik sunan start-up \u015firketler pazar\u0131 yeniden \u015fekillendirseler de, hala k\u00e2rl\u0131l\u0131k konusunda kendilerini ispat etmeleri gerekiyor. \u015eu ana kadar, farkl\u0131 kategoriler \u00e7ok farkl\u0131 k\u00e2rl\u0131l\u0131k seviyeleri g\u00f6sterdi. Dijital dosya indirmekten, kesintisiz ses ve g\u00f6r\u00fcnt\u00fc yay\u0131n\u0131na (streaming) ge\u00e7en m\u00fczik end\u00fcstrisinde Spotify rakiplerinden \u00e7ok daha b\u00fcy\u00fck \u00f6l\u00e7ekli bir yat\u0131r\u0131m yapt\u0131 ve dinleyicilerini \u00fccretsiz ve reklam destekli \u00fcyelikten, \u00fccretli \u00fcyeli\u011fe ge\u00e7i\u015f i\u00e7in \u00f6zendirdi.
\nSonu\u00e7 olarak, 2011 y\u0131l\u0131nda 253 milyon dolar olan gelirini sadece bir y\u0131l i\u00e7inde ikiye katlayarak 576 milyon dolara \u00e7\u0131kard\u0131. Fakat ayn\u0131 s\u00fcrede, yazd\u0131\u011f\u0131 zarar da 60 milyon dolardan 77 milyona y\u00fckseldi. Netfix\u2019in de kullan\u0131c\u0131 say\u0131s\u0131n\u0131 artt\u0131rma ve kendini rakiplerinden ayr\u0131\u015ft\u0131rmak i\u00e7in yapt\u0131\u011f\u0131 yat\u0131r\u0131mlarla eskiden \u00e7ift hanelerde seyreden k\u00e2r marj\u0131 2013 y\u0131l\u0131nda y\u00fczde 5,2\u2019ye d\u00fc\u015ft\u00fc. Ama 2009 ve 2013 aras\u0131 y\u0131ll\u0131k y\u00fczde 27 b\u00fcy\u00fcme ve k\u00e2rl\u0131l\u0131\u011f\u0131n da artaca\u011f\u0131na inanan yat\u0131r\u0131mc\u0131lar sayesinde hisseleri 10 kat de\u011ferlendi.\u00a0\u00a0
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\nM\u00fczik ve video kategorilerinin tersine, baz\u0131 \u00fc\u00e7\u00fcnc\u00fc ak\u0131m video oyun \u00fcreticileri de ciddi oranda k\u00e2rl\u0131l\u0131k yakalad\u0131lar.\u00a0 Candy Crush Saga\u2019y\u0131 yaratan King isimli \u015firket, 2012 y\u0131l\u0131nda 164 milyon dolar olan sat\u0131\u015flar\u0131n\u0131 1,88 milyar dolara \u00e7\u0131kartarak 2013 gelirlerini on kattan fazla art\u0131rd\u0131. Clash of Clans oyununun \u00fcreticileri 2013 y\u0131l\u0131nda sat\u0131\u015flar\u0131n\u0131 dokuz kat\u0131na \u00e7\u0131kar\u0131rken, y\u00fczde 52 faiz, amortisman ve vergi \u00f6ncesi k\u00e2r marj\u0131 yakalad\u0131lar. Fakat oyun \u00fcreticileri i\u00e7in as\u0131l sorun, gelirin tehlikeli bir bi\u00e7imde de\u011fi\u015fken olmas\u0131yd\u0131. Yak\u0131n ge\u00e7mi\u015fin pop\u00fcler oyunu Farmville\u2019in yarat\u0131c\u0131s\u0131 Zynga gelirinde, Farmville\u2019e azalan ilgi ve yeni oyunlara ilginin beklentilerin alt\u0131nda kalmas\u0131yla 2013 y\u0131l\u0131nda y\u00fczde 32\u2019lik bir d\u00fc\u015f\u00fc\u015f ya\u015fad\u0131.
\n\u00a0
\nDijital medya sekt\u00f6r\u00fcnde i\u015f modelinin paraya d\u00f6n\u00fc\u015ft\u00fcr\u00fclmesinde ya\u015fanan sorunlar hala devam ediyor. Elde edilen pazar pay\u0131 gelire oranla daha \u00f6nemli say\u0131ld\u0131\u011f\u0131 i\u00e7in, t\u00fcketiciler i\u00e7erik i\u00e7in ya \u00e7ok az \u00f6d\u00fcyor veya hi\u00e7 \u00f6demiyor.
\n\u00a0
\nKal\u0131c\u0131 ba\u015far\u0131 i\u00e7in 3 anahtar<\/strong>
\n\u00a0
\nAra\u015ft\u0131rma, Bat\u0131 Avrupa, Kuzey Amerika ve Japonya gibi geli\u015fmi\u015f ekonomilerde medya pazar\u0131n\u0131n \u00e7ok daha odakl\u0131 hareket etti\u011fini ortaya koyarken, geli\u015fmekte olan pazarlarda da f\u0131rsatlar giderek b\u00fcy\u00fcyor. Gerek gen\u00e7 nesil, gerekse ak\u0131ll\u0131 telefonlar\u0131n ve internet ba\u011flant\u0131s\u0131 olan cihazlar\u0131n eskiye oranla daha kolay eri\u015filir olmas\u0131 geli\u015fmekte olan \u00fclkelerde\u00a0 \u201c#hashtag nesli\u201dnin giderek b\u00fcy\u00fcmesine neden oluyor.
\n\u00a0
\nAra\u015ft\u0131rmada, \u201c#hashtag nesli\u201dne hitap edebilmek ve hem geli\u015fmi\u015f hem de geli\u015fmekte olan pazarlardaki f\u0131rsatlar\u0131n de\u011ferlendirilebilmesi i\u00e7in medya \u015firketlerinin a\u015fa\u011f\u0131daki \u00fc\u00e7 alana odaklanmalar\u0131 gerekti\u011fi belirtiliyor:
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\n1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Do\u011fu\u015ftan dijital formatlara yat\u0131r\u0131m yap\u0131lmal\u0131:\u00a0<\/strong>B\u00fcy\u00fck ba\u015far\u0131 kazanan oyunlar aras\u0131nda olan\u00a02048<\/strong>\u00a0ve\u00a0Flappy Bird<\/strong>, birer yaz\u0131l\u0131mc\u0131 taraf\u0131ndan sadece birka\u00e7 g\u00fcn i\u00e7inde yarat\u0131ld\u0131. Bir webcam ile okul yatakhanesinde \u00e7ekilen g\u00f6r\u00fcnt\u00fcler Youtube y\u0131ld\u0131zlar\u0131na k\u00fcresel \u015f\u00f6hret sa\u011flad\u0131. Bu \u00f6rneklere dayanarak, pazarda ba\u015far\u0131l\u0131 olmak kolay g\u00f6r\u00fcnse de, ara\u015ft\u0131rma asl\u0131nda \u00e7ok az b\u00fcy\u00fck medya \u015firketinin son derece d\u00fc\u015f\u00fck k\u00e2r marjlar\u0131ndan bahsedilen ve deneme yan\u0131lma y\u00f6nteminin hakim oldu\u011fu bu pazarda nas\u0131l i\u015f yapaca\u011f\u0131n\u0131 bildi\u011fini ortaya koyuyor. Ara\u015ft\u0131rma, \u015firketlerin bundan sonra b\u00fcy\u00fck projelerin yan\u0131nda bir\u00e7ok inovatif ama daha k\u00fc\u00e7\u00fck projeleri de portf\u00f6ylerine eklemesi gerekti\u011fini ortaya koyuyor. \u015eirket sat\u0131n alman\u0131n izlenen yollardan birisi oldu\u011fu belirtilen ara\u015ft\u0131rmada, yat\u0131r\u0131mc\u0131lar bu y\u00f6ntemle sadece sat\u0131n al\u0131nan \u015firketin abonelerine de\u011fil, dijital hedef kitle i\u00e7in uygulanan i\u015f modelleri ile bunun ard\u0131ndaki i\u015f deneyimine de sahip olmay\u0131 hedefliyorlar.
\n\u00a0
\n2.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Gelir yaratan unsurlar yeniden de\u011ferlendirilmeli:\u00a0<\/strong>Daha y\u00fcksek marjlara al\u0131\u015fm\u0131\u015f medya \u015firketleri i\u00e7in \u201c#hashtag nesli\u201dne hitap eden bedava ya da \u00e7ok d\u00fc\u015f\u00fck fiyatl\u0131 \u00fcyelik prensibine dayanan gelir modelleri \u00e7ok cazip gelmeyebilir. Fakat hem geli\u015fmi\u015f hem de geli\u015fmekte olan pazarlarda, t\u00fcketicilerin h\u0131zla b\u00fcy\u00fcmesi reklam verenlerin i\u015ftah\u0131n\u0131 art\u0131rmaya devam ediyor. \u00d6te yandan, Facebook ve LinkedIn gibi \u015firketlerin ba\u015far\u0131l\u0131 bir bi\u00e7imde kulland\u0131klar\u0131 ve B2B pazar\u0131nda \u00f6nemli bir de\u011fer olan zengin veri havuzlar\u0131, \u00f6zellikle medyaya harcayacak \u00e7ok paras\u0131 olmayan geli\u015fmekte olan \u00fclkelerde b\u00fcy\u00fck \u00f6nem kazan\u0131yor. Ara\u015ft\u0131rma, medya end\u00fcstrisinin bu pazarlardaki f\u0131rsatlar\u0131 hakk\u0131yla de\u011ferlendirebilmesi i\u00e7in, \u201cm\u00fc\u015fteri-\u00f6demeli\u201d ve \u201creklam\u201d \u00fczerinden gelir getiren i\u015f modelleri aras\u0131nda hassas bir denge kurman\u0131n gereklili\u011fine dikkat \u00e7ekiyor.
\n\u00a0<\/strong>
\n3.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u0130\u00e7erik ve ileti\u015fim a\u011flar\u0131 aras\u0131ndaki ba\u011f g\u00fc\u00e7lendirilmeli:<\/strong>Y\u00fcksek kaliteli \u00fc\u00e7\u00fcnc\u00fc ak\u0131m video, oyun ve m\u00fczikler yeni teknoloji yat\u0131r\u0131mlar\u0131n\u0131 gerektiriyor. Amerika\u2019da pop\u00fcler diziler ve filmlerin online olarak izlenebildi\u011fi Netflix\u2019de internet kullan\u0131m\u0131n\u0131n en y\u00fcksek oldu\u011fu saatlerde izlenen videolar fiber ve 4G teknolojilerine ra\u011fmen telekom operat\u00f6rlerinin kapasitesini zorluyor. 4K teknolojisine sahip videolar ise telekom a\u011flar\u0131n\u0131n \u00e7ok daha y\u00fcksek bir kapasite ile hareket etmesini gerektiriyor. Bain & Company\u2019nin \u201c#Hashtag Neslinin Y\u00fckseli\u015fi\u201d raporu telekom ve medya \u015firketlerinin cesaret k\u0131ran hukuki d\u00fczenlemeler ve a\u015f\u0131r\u0131 serbestlik aras\u0131nda bir denge kurmak \u00fczere birlikte \u00e7al\u0131\u015fmalar\u0131 gerekti\u011fine dikkat \u00e7ekiyor. Ara\u015ft\u0131rmaya geli\u015fmekte olan ekonomilerden kat\u0131lanlar\u0131n y\u00fczde 46\u2019s\u0131 farkl\u0131 a\u011f h\u0131zlar\u0131na farkl\u0131 fiyatland\u0131rma kullanmaya s\u0131cak bakt\u0131klar\u0131n\u0131 s\u00f6ylerken, y\u00fczde 31\u2019\u00fc y\u00fcksek h\u0131zda bir ba\u011flant\u0131 i\u00e7in ekstra para \u00f6deyebilece\u011fini, y\u00fczde 23\u2019\u00fc ise daha az \u00f6demek i\u00e7in ba\u011flant\u0131 kalitesinden feragat edebilece\u011fini ifade ediyor<\/p>\n","protected":false},"excerpt":{"rendered":"

D\u00fcnyan\u0131n \u00f6nde gelen dan\u0131\u015fmanl\u0131k \u015firketlerinden\u00a0Bain & Company\u2019nin, Avrupa, Amerika ve BRICS (Brezilya, Rusya, Hindistan, \u00c7in ve G\u00fcney Afrika) \u00fclkelerinde 7 binden fazla ki\u015fi ile ger\u00e7ekle\u015ftirdi\u011fi dijital i\u00e7erik t\u00fcketimi davran\u0131\u015flar\u0131 ara\u015ft\u0131rmas\u0131,\u201c#Hashtag Nesli\u201d\u00a0olarak tan\u0131mlanabilecek ve ya\u015f s\u0131n\u0131r\u0131…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-12453","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\nGen\u00e7lere nispet, 35 ya\u015f \u00fcst\u00fc de dijital platform ba\u011f\u0131ml\u0131s\u0131 - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2015\/02\/21\/genclere-nispet-35-yas-ustu-de-dijital-platform-bagimlisi\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gen\u00e7lere nispet, 35 ya\u015f \u00fcst\u00fc de dijital platform ba\u011f\u0131ml\u0131s\u0131 - 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Su ve Toprak isminde iki \u00e7ocu\u011fu vard\u0131r.","sameAs":["http:\/\/atif.unaldi.org\/blog","https:\/\/www.facebook.com\/atifunaldi","https:\/\/www.instagram.com\/atifunaldi\/","https:\/\/www.linkedin.com\/in\/atifunaldi","https:\/\/x.com\/https:\/\/twitter.com\/atifunaldi","https:\/\/www.youtube.com\/c\/atifunaldi","https:\/\/soundcloud.com\/atif-unaldi","https:\/\/atifunaldi.tumblr.com"],"url":"http:\/\/atif.unaldi.org\/blog\/author\/atifunaldi\/"}]}},"jetpack_featured_media_url":"","_links":{"self":[{"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts\/12453","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/comments?post=12453"}],"version-history":[{"count":0,"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts\/12453\/revisions"}],"wp:attachment":[{"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/media?parent=12453"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/categories?post=12453"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/tags?post=12453"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}