CTM At a Glance - USC Marshall - University of Southern California

USC CTM: The world’s foremost Institute at the intersection of tech and content.
•CROSSROADS of Silicon Valley and Hollywood
About USC CTM:
CTM is an industry-supported Center of
Excellence within USC’s Marshall School
•INTEGRATION of corporations and of Business. It provides cutting-edge
academia
research, educational programs, and a
unique, private forum for experts from
•DIVERSITY of stakeholders allow a leading technology firms to engage with
broader, richer, view of the developing their creative counterparts to predict
business environment
future trends and identify key business
opportunities.
•PLATFORM for new ideas and practices.
RESEARCH
Lucy Hood
Executive Director
GLOBAL MOBILE STUDY
The USC CTM Global Mobile Survey Study examines customer’s attitudes and behavior with regard to mobile service usage.
The study consists of data collected from over a dozen countries including the US, India, Japan, Taiwan, China, Hong Kong,
Korea, Singapore, Germany, Australia, Finland and Egypt.
The 2011 study explores mobile service use in the US including recent trends in the consumption of communications,
information, entertainment and commerce services. In particular, Internet browsing and social networking activities stand out
and highlight the emerging value of mobile data services.
DIGITAL HOME
The Digital Home study provides insights for understanding, articulating, and designing viable business models for the digital
home entertainment ecosystem, including:
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Value propositions that will encourage adoption of the connected digital home. Inhibitors, obstacles and challenges to end-user adoption of digital home services and applications.
Consumers’ willingness to pay for new interactive multimedia services.
SOCIAL MEDIA IN THE ENTERPRISE
CTM is initiating a pilot study to explore the role and impact of social media in the enterprise. Key areas of focus include:
• What companies lead in using social media as a channel in B2C and B2B communications? Why?
• How much social media use is there (traffic volume), over what channels and devices (social network usage), over what
user populations? What are the appropriate metrics to measure usage, traffic and effect?
• What are the key growth rates and 1-3 yr trend lines? What are the implications of this growth?
CORPORATE MEMBERS OF CTM:
EXECUTIVE EDUCATION (see http://www.marshall.usc.edu/ctm/executive-education for program details)
CTM Advanced Management Program (AMP) May 22-26 2011, Los Angeles, CA
The Advanced Management Program is a five-day program that provides high-potential middle managers with the tools and
perspective needed to manage and lead in an environment transformed by the convergence of telecommunications, technology
and media. Topics covered in the program include:
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An overview of telecommunications, technology, and media, including key domestic and global leaders
The role and impact of disruptive technology advances
Generational impacts on customers and employees
Digital and Social media and their implications for the enterprise
CTM Executive Leadership Program (ELP) Fall 2011, Los Angeles, CA - [dates TBD, 4 days]
The Executive Leadership Program helps senior executives envision a desired future state for their organization and then “Walk
the Cat Backwards” to the present to help determine an effective course of action. Program attendees will gain the frameworks,
insights, and tools necessary to analyze the environment, communicate the changes to their colleagues, and lead their team
through the uncharted waters of a rapidly evolving industry. Topics covered in the program include:
• Strategic analysis of of partners, employees, customers, competition, technology, regulation, and markets in
telecommunications, technology and media
• The evolving landscape for mobile devices and digital content
• Leading in a turbulent world: frameworks for exploring alternative industry futures
• The role and impact of social media and the use of personal blogging
USC CTM FACULTY
Steve Shepard, Resident Director, Education, USC CTM
Steve Shepard is a professional author and educator with more than 25 years of experience in the telecommunications industry,
network technologies, and leadership. He has written more than 30 books and consults with clients in more than 70 countries.
Clients include AT&T, Verizon, Disney, IBM, and Qualcomm.
Morley Winograd
Morley Winograd is the co-author of “Millennial Makeover: MySpace, YouTube, and the Future of American Politics.” He served
as senior policy advisor to Vice President Al Gore and director of the National Partnership for Reinventing Government (NPR)
from December 1997 until January 2001.
Lokesh Sehgal
Lokesh Sehgal is an industry expert in business strategy, global transformation and competitive marketing for companies in the
communications industry. Mr. Sehgal’s book, “Mirages, Oases, and Roadkill on the Information Highway” analyzes the
competitive dynamics of the communications industry. He has also authored papers and reports on a diverse range topics in
the information industry.
EVENTS & FORUMS
Next Generation Networks: Applications, Content & the User Experience - Spring 2011 Executive Roundtable
March 10th, 2011 - USC Campus, Los Angeles, CA
The Executive Roundtable is an exclusive gathering of industry leaders in technology, telecommunications, data,
and content. Our Spring 2011 Roundtable will explore a number of the technologies that serve as the key platforms
for new business models and the rapidly evolving user experience.
(see http://www.marshall.usc.edu/ctm/networking/ctm-networking-events.htm for program details)
CONTACT US:
Institute for Communication Technology Management
Marshall School of Business, University of Southern California
444 S. Flower St, Suite 1000
Los Angeles, CA 90089-8204
PHONE: (213) 740 -0980 | FAX: (213) 740 -1602 EMAIL: lucy.hood@marshall.usc.edu | jay.tucker@marshall.usc.edu
WEB: http://www.marshall.usc.edu/ctm