Published on March 12, 2009
“The Future of Media” Presentation by Gerd Leonhard ‣ ★ twitter.com/gleonhard Futurist ‣ Strategist ★ www.mediafuturist.com ‣ Author
All of a sudden COMMU- MEDIA NICATION & ADVER- & SEARCH CONTENT ENTER- TISING TAIN- TELE- MENT COM
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 @ kk.org
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 $$$: no longer about Distribution
Should ISPs to control what people do online??
In the meantime...
New forms of Reputation and Status?
Social Media is becoming... CRM!
A new driver of commerce: Sharism
The Sharing Economy Logic ...the Output (i.e. publish, re- mix, co-create, life-stream...) the Input (i.e. remuneration in cash, attention, reputation...) ... the Thruput (i.e. usage data, meta content, attention trails >> New Data Economics)
New Data New Content Economy Economy Next Generation Advertising
The new Generatives of Content influenced by Kevin Kelly, Chris Anderson, Don Tapscott, Yochai Benkler... Conversation Convenience Selection / Filtering Packaging Individualization Immediacy Tr u s t
Example: the difference between iStockphoto photos are purchased because of: • Much better metadata. • Better findability. • Faster service. • Low & attractive price-points
New Generatives and The Future of Television
The TV experience is becoming unified across all screens
What’s new about that? • Your own, unique selection of add-ons, widgets and applications on all platforms • This TV knows who you are!
And how will we experience all this?
Turning the USERs into $$
Participate or be participated!
Thanks for your time! TALK BACK: ★ email me at email@example.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com
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