Gerd Leonhard    Futurist, Author, CEO              TheFuturesAgency             Basel, SwitzerlandThe Future of Creativit...
Foresights:)
The Re-Imagination of pretty much everything...
The future is already here!                              The complete and total convergence of                            ...
Leaping into uncertaintybecomes standard procedure
Next 3 years: SoLoMo Re-Imagination of...everything:) Source: Mary Meeker State of the Internet Report 2012 / KPCB
A global trend towards screens and flows                         Healthy and converging                         with Intern...
The good part and the scary part: empowerment
Disruption ☯ OpportunityWe are entering an era of explosive growth of informationand media/content, facing a global data s...
Creative Industrie Mindset, pre-SoLoMo
Toxic assumption: controllingdistribution is the key to €$£
Egosystem ☯ Ecosystem
The future is already here!                              Source: http://technopolis.polityka.pl/2011/bunt-bez-pulsu
Message to the content industries:“If you take more out than you put inthe ecosystem eventually fails”Tim O’Reilly
Creative Industries Reboot
Media: “Managed Dissatisfaction” is endingReed Hastings, Netflix CEO on Arrested Development, House of Cards, and the Futur...
The end of Broadcasting as a ‘protected space’
The end of friction as a business model
“Nobody wants to pay for Content online”
Everybody will pay for Content online - but RTP is key, and currencies vary!
Redefinition of Value: Reason to Pay is crucial
The future is already here!          Freemium Futures
Monetization around the core           Content            Media           Creation
The future is already here!             Pay-will not Pay-wall:)
The future is already here!                              “Thanks for your interest. Now, go away”
The distribution strategies of  the Major TV & Film Studioswill soon evolve dramatically to fit Digital Consumer Demands   ...
Redefining the meaning of Selling- in the future, what will it mean to ‘sell content’?
‘Networked’ will beat (most) Empires
Locked   Loose   Liquid
Abundance is inevitable- therefore Curation, Context& Interface becomes crucial
Distribution & Access          Attention &          Experience
Content Industries 2.0
From locks to magnets
Cloud-   Futures...
Context. Packaging. Timeliness.Interface. Relevance. Embodiment...
Broadcasting meets Broadbanding
Broadcasters meet Broadbanders    - huge opportunities for innovation!
2015: Broadcast and Broadband Merge
Because a strictly on-demand, serendipity-free future won’t work, either
Repeat: it’s all about Mobile
Everything is going RealTime RealPlace
With Television, our job was to consume...on Mobile Devices our ‘job’ is to   engage:)
A nirvana for creators and the creative industry *
Mobile content: the next printing press
Us    AudienceContent
The challenge is Attention not Distribution
Being different, unique and indispensable...
How are your Likeonomics skillsImage via Carola Riegler on Flickr
Reputation Economy & Radical Openness                       ‘Rateocracy’
The Longtail is finally becoming real The future is already here!
Media, communications and advertising:increasing fragmentation, unbundling, splintering  * Image via Robert Tercek        ...
“Creativity is the residue of time wasted”   *Albert Einstein       Image via Flickr/burningMan
Turning something into an Experience is crucial for value-creation    Life of Pi Premiere in Paris Dez 2012               ...
3D Printing and ‘Makers’ (Fabbers)will become as common as MP3 players (used to be)
First media, now... stuffCreativity, Design and Emotions are the real assets
Physical Product “Piracy”...?
As creators, we will need more Resilience
Advertising is becoming content (again)
Another big opportunity for creative professionals
Growth is shifting East and South - and you?            Source: Tiffany Shlain Connected the Movie Trailer via Youtube
Social Local Mobile Cloud Video                  Creative Professionals
Social Networks are the new Broadcasters   *really
Content Producers are increasingly ‘going direct’
Brands are increasingly becoming publishers
TV & Telecom SoLoMo Convergence
‘Social’ opens up entirely new ways to go direct
Going Direct / OTT becomes feasible
Over the top services for 5 Billion connected users
Unique Opportunities in digital entertainment
SoLoMo technologies and digital lifestyle changes: entire industries will need to build new            Ecosystems
More data requires even more creativity
Audience Involvement is the key to everything
The future is already here!Cloud-Everything
Sense-Making | Curation | Filtering
Touch has come alive through our phones   *Cognitive Computing
Mobile devices are becoming our external brains
ETA?       Source: Flickr.com/artwerk
How will this effect creators?
Machines are not quite there yet
Fabricated Realities
But beware the ‘hedonic treadmill’ :)
Remember: Regular Digital Detox & Detech
The future is already here!Content & CreativeIndustriesContent & Creative Business
“If you don’t measure the right thing,     you don’t do the right thing”              Economist Joseph Stiglitz
SUMMARY HERE
The future is already here!
The role of Public Media
Creative Industries 1.0       Creative Industries X.0         Centralized                     Distributed    Scheduled / t...
The future is already here!                              Thanks for your time!                              FuturistGerd.c...
Phare preview gerd web
Phare preview gerd web
Phare preview gerd web
Phare preview gerd web
Phare preview gerd web
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  1. 1. Gerd Leonhard Futurist, Author, CEO TheFuturesAgency Basel, SwitzerlandThe Future of Creativity and the creative industries
  2. 2. Foresights:)
  3. 3. The Re-Imagination of pretty much everything...
  4. 4. The future is already here! The complete and total convergence of Internet and Television
  5. 5. Leaping into uncertaintybecomes standard procedure
  6. 6. Next 3 years: SoLoMo Re-Imagination of...everything:) Source: Mary Meeker State of the Internet Report 2012 / KPCB
  7. 7. A global trend towards screens and flows Healthy and converging with Internet / Mobile Will need help soon :) Explosive growth Seriously challenged
  8. 8. The good part and the scary part: empowerment
  9. 9. Disruption ☯ OpportunityWe are entering an era of explosive growth of informationand media/content, facing a global data storm, the rise ofultra-smart intelligent agents, of all-pervasive mobile andsocial connectivity, of widespread ‘wikilikean’ transparency,of ground-breaking revolutions in interface technologies(gestures, voice-control, nano-technologies etc), of hyper-realtime speed, and of abundant choice in pretty much everysector of commerce, business and learning.
  10. 10. Creative Industrie Mindset, pre-SoLoMo
  11. 11. Toxic assumption: controllingdistribution is the key to €$£
  12. 12. Egosystem ☯ Ecosystem
  13. 13. The future is already here! Source: http://technopolis.polityka.pl/2011/bunt-bez-pulsu
  14. 14. Message to the content industries:“If you take more out than you put inthe ecosystem eventually fails”Tim O’Reilly
  15. 15. Creative Industries Reboot
  16. 16. Media: “Managed Dissatisfaction” is endingReed Hastings, Netflix CEO on Arrested Development, House of Cards, and the Future of Netflix: Movies + TV: GQ via Quartz.com“Hastings call this managed dissatisfaction. The traditional entertainment ecosystem is builton it, and it’s a totally artificial concept...The point of managed dissatisfaction is waiting. You’resupposed to wait for your show that comes on Wednesday at 8 p.m., wait for the new season, see all theads everywhere for the new season, talk to your friends at the office about how excited you are...”
  17. 17. The end of Broadcasting as a ‘protected space’
  18. 18. The end of friction as a business model
  19. 19. “Nobody wants to pay for Content online”
  20. 20. Everybody will pay for Content online - but RTP is key, and currencies vary!
  21. 21. Redefinition of Value: Reason to Pay is crucial
  22. 22. The future is already here! Freemium Futures
  23. 23. Monetization around the core Content Media Creation
  24. 24. The future is already here! Pay-will not Pay-wall:)
  25. 25. The future is already here! “Thanks for your interest. Now, go away”
  26. 26. The distribution strategies of the Major TV & Film Studioswill soon evolve dramatically to fit Digital Consumer Demands in Emerging Economies Netflix House of Cards Trailer
  27. 27. Redefining the meaning of Selling- in the future, what will it mean to ‘sell content’?
  28. 28. ‘Networked’ will beat (most) Empires
  29. 29. Locked Loose Liquid
  30. 30. Abundance is inevitable- therefore Curation, Context& Interface becomes crucial
  31. 31. Distribution & Access Attention & Experience
  32. 32. Content Industries 2.0
  33. 33. From locks to magnets
  34. 34. Cloud- Futures...
  35. 35. Context. Packaging. Timeliness.Interface. Relevance. Embodiment...
  36. 36. Broadcasting meets Broadbanding
  37. 37. Broadcasters meet Broadbanders - huge opportunities for innovation!
  38. 38. 2015: Broadcast and Broadband Merge
  39. 39. Because a strictly on-demand, serendipity-free future won’t work, either
  40. 40. Repeat: it’s all about Mobile
  41. 41. Everything is going RealTime RealPlace
  42. 42. With Television, our job was to consume...on Mobile Devices our ‘job’ is to engage:)
  43. 43. A nirvana for creators and the creative industry *
  44. 44. Mobile content: the next printing press
  45. 45. Us AudienceContent
  46. 46. The challenge is Attention not Distribution
  47. 47. Being different, unique and indispensable...
  48. 48. How are your Likeonomics skillsImage via Carola Riegler on Flickr
  49. 49. Reputation Economy & Radical Openness ‘Rateocracy’
  50. 50. The Longtail is finally becoming real The future is already here!
  51. 51. Media, communications and advertising:increasing fragmentation, unbundling, splintering * Image via Robert Tercek ➲
  52. 52. “Creativity is the residue of time wasted” *Albert Einstein Image via Flickr/burningMan
  53. 53. Turning something into an Experience is crucial for value-creation Life of Pi Premiere in Paris Dez 2012 Video
  54. 54. 3D Printing and ‘Makers’ (Fabbers)will become as common as MP3 players (used to be)
  55. 55. First media, now... stuffCreativity, Design and Emotions are the real assets
  56. 56. Physical Product “Piracy”...?
  57. 57. As creators, we will need more Resilience
  58. 58. Advertising is becoming content (again)
  59. 59. Another big opportunity for creative professionals
  60. 60. Growth is shifting East and South - and you? Source: Tiffany Shlain Connected the Movie Trailer via Youtube
  61. 61. Social Local Mobile Cloud Video Creative Professionals
  62. 62. Social Networks are the new Broadcasters *really
  63. 63. Content Producers are increasingly ‘going direct’
  64. 64. Brands are increasingly becoming publishers
  65. 65. TV & Telecom SoLoMo Convergence
  66. 66. ‘Social’ opens up entirely new ways to go direct
  67. 67. Going Direct / OTT becomes feasible
  68. 68. Over the top services for 5 Billion connected users
  69. 69. Unique Opportunities in digital entertainment
  70. 70. SoLoMo technologies and digital lifestyle changes: entire industries will need to build new Ecosystems
  71. 71. More data requires even more creativity
  72. 72. Audience Involvement is the key to everything
  73. 73. The future is already here!Cloud-Everything
  74. 74. Sense-Making | Curation | Filtering
  75. 75. Touch has come alive through our phones *Cognitive Computing
  76. 76. Mobile devices are becoming our external brains
  77. 77. ETA? Source: Flickr.com/artwerk
  78. 78. How will this effect creators?
  79. 79. Machines are not quite there yet
  80. 80. Fabricated Realities
  81. 81. But beware the ‘hedonic treadmill’ :)
  82. 82. Remember: Regular Digital Detox & Detech
  83. 83. The future is already here!Content & CreativeIndustriesContent & Creative Business
  84. 84. “If you don’t measure the right thing, you don’t do the right thing” Economist Joseph Stiglitz
  85. 85. SUMMARY HERE
  86. 86. The future is already here!
  87. 87. The role of Public Media
  88. 88. Creative Industries 1.0 Creative Industries X.0 Centralized Distributed Scheduled / their time Real-Time / my-time Produced ‘within’ Produced anywhereOwned Closed Walled Controlled Shared, open, liquid, viral Hyper-competition Hyper-collaboration Pyramids / Hierarchies Nodes / Networks Large investments needed Lower investments feasible One-way / One to many 2-way / Many to Many Monolithic Networked Proprietary Interoperable Paid / Walled Free / Freemium / FLF / Paid
  89. 89. The future is already here! Thanks for your time! FuturistGerd.com Thefuturesagency.com Gerdtube.com (video) Download my Futurist App D E S I G N :
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