Gerd Leonhard Media20

Media 2.0: Mobile, Social, Open...Free? Gerd Leonhard Presentation at Mobile Monday Munich www.mediafuturist.com twitter.com/gleonhard

It’s not either... or! versus

There is no one-fits-all recipe Not all ‘Content’ is the same Not all Media is the same Not all Users are the same Not all Cultures are the same

Murdoch’s imaginary Pay-Walls @Umairh: “Blocking Google is about as smart as eating a pound of plutonium” Source: ABC (Aus)

Artificial Scarcity is a one-way ticket to extinction You cannot put content behind walls and generate new $$

Personal, digital consumer ‘Piracy’ is simply just Market Failure Source: CEA.org

Free gets you to a place where you can ask to get paid* Quote by Fred Wilson, Union Square Ventures www.avc.com *or receive other benefits

The product: ease, speed, price, convenience • Good quality images • Finding the right photo is quick and easy • The rights (licenses) are cleared • The price is right (well... mostly) • I don’t pay just for the content - I pay for ease of use, peace of mind, the interface, service & curation...!

Content is first a Service & an Experience - and only then (maybe) a Product.

Content 2.0: New Packaging

New ways to ‘sell’

The virtual goods economy is very real

Hybrid Models in many variations

Not consumption... Access, Packaging... Service!

Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is Scarce

Digital Music: still utterly dysfunctional... www.dontdisconnect.us

Copies don’t equal $$ anymore Source: kk.org

Source: Slideshare

What are those new behaviors...? • Access comes before ownership • All-you-can-eat / unlimited / flat fees & bundles are much preferred • ‘Feels Like Free’ will be part of everything • Paying with attention (aka advertising) is OK! Trust the People formerly known as Consumers

And yes... some breakage will occur, too

Music: time to accept and adapt!

Every large audience can be monetized

A wave that Content Owners must learn to ride Attention - Based Revenues Was Is Soon Near Future Mid-term F

Apps not Ads: Appvertising not @vertising

The rising tide will float everyone’s boat

Co nv en ien ce is King is ce an is lev Re XT Content is TE on C

The New Premium The new Normal

We must focus on the New Generatives Content Context Curation 5% Timeliness 20% Embodiment / Packaging 15% Relevance Others 15% 15% 10% 20% 100% Content / Copy

Filtering & Curation is a huge opportunity

TeleMedia is imminent

Content<>Cloud<>$

ISPs and Mobile Operators will move up the food-chain: Social Networking Content Services Communication 2.0 Money 2.0 eLearning

2010: watch the sea change

Content 2.0: the inevitable Shift to Open Open licenses Open innovation Open distribution Open competition Open partnerships Open technologies Open data standards

Ecosystem not Egosystem Internet Telecom Content Social Networks Advertising CE Makers

Summary 5% 15% 20% 15% 15% 10% 20% Content Context Curation Timeliness Embodiment / Packaging Relevance Others

Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard

PS: My free Music 2.0 Book is now mobilized ! www.musicfutures.com

Gerd Leonhard Media20

by MobileMonday on Dec 01, 2009

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Gerd Leonhard Media20 — Presentation Transcript