The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009

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Information about The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009

Published on March 12, 2009

Author: gleonhard



Futurist Gerd Leonhard talks about the new data-content-advertising economy. Monolog to conversation, dominance to collaboration, ownership to access. More at

“The Future of Media” Presentation by Gerd Leonhard ‣ ★ Futurist ‣ Strategist ★ ‣ Author


Bundles and Flat Rates will drive this MUCH bigger potential (imho) Huge potential - once licensing issues are solved Source: IBM Institute for Business Value Study

Think: Mobile + Content +Social Nets

The Music Industry: a good example of how not to do this...

Larry Lessig (and me, too ;): Compensation not Control

Digital Content Trends Music Video Games Books Mags & Print Percentage of Revenues from Digital Services 100% 75% 50% 25% 0% 2008 2009 2010 2012 2015

Digital Content Trends

Copy Economy Access / Usage / Sharing Economy

Starting in 2009: • Total convergence of Telecom & Web Layers • Deep collaboration becomes the KEY requirement for creating new business opps • Over-the top layers (search, social media...) will come down, telecoms will move up!

2010: ‘Telecom’ and Media = TeleMedia Experience Platform Service Pipe Content Pipe Data Pipe

Media will follow the switch from Closed to Open

From Domination to Collaboration Source: Nokia Google China President Kai Fu Lee: “Mutual Interest, rather than Monopoly, is the key to sustainable growth”

Source: Susan Fassberg

Meet the 2nd biggest music retailer in Indonesia...

Kevin Kelly @

Value of ‘a Copy’ Value of CONTEXT Value of Meta-Content Value of Experiences Value of Packaging Value Trends (by Gerd Leonhard) Value of Context 100% Value of Experience Value of Meta-Content Value of Packaging 75% 50% 25% Value of ‘a Copy’ 0% Was Is Soon The Future

Media $$$: no longer about Distribution

Should ISPs to control what people do online??

In the meantime...

New forms of Reputation and Status?

Social Media is becoming... CRM!

A new driver of commerce: Sharism

The Sharing Economy Logic ...the Output (i.e. publish, re- mix, co-create, life-stream...) the Input (i.e. remuneration in cash, attention, reputation...) ... the Thruput (i.e. usage data, meta content, attention trails >> New Data Economics)

New Data New Content Economy Economy Next Generation Advertising

The new Generatives of Content influenced by Kevin Kelly, Chris Anderson, Don Tapscott, Yochai Benkler... Conversation Convenience Selection / Filtering Packaging Individualization Immediacy Tr u s t

Example: the difference between iStockphoto photos are purchased because of: • Much better metadata. • Better findability. • Faster service. • Low & attractive price-points

New Generatives and The Future of Television

The TV experience is becoming unified across all screens

What’s new about that? • Your own, unique selection of add-ons, widgets and applications on all platforms • This TV knows who you are!

And how will we experience all this?

Turning the USERs into $$


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Thanks for your time! TALK BACK: ★ email me at ★ ★ facebook: gleonhard ★ more presentations at

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