David Cushman Bauer Consumer Media How companies can position themselves in the new mobile internet media models
The science bit* *Warning: The value of content can go down, er that’s it actually
Content is worthless
Content is worthless <ul><li>Except that it isn’t </li></ul>
Content is worthless <ul><li>Except that it isn’t </li></ul><ul><li>It gives us something to talk about </li></ul>
Content is worthless <ul><li>Except that it isn’t </li></ul><ul><li>It gives us something to talk about </li></ul><ul><li>...
Content is  worthless <ul><li>Except that it isn’t </li></ul><ul><li>It gives us something to talk about </li></ul><ul><li...
Content is  valuable <ul><li>Because of the  because effect </li></ul>
Content is  valuable <ul><li>Because of the  because effect </li></ul><ul><li>You won’t make money  with it </li></ul>
Content is valuable <ul><li>Because of the  because effect </li></ul><ul><li>You won’t make money  with it </li></ul><ul><...
Content is valuable <ul><li>Because of the  because effect </li></ul><ul><li>You won’t make money  with it </li></ul><ul><...
Value chain is now a value web
Value chain is now a value web <ul><li>Two disruptions </li></ul>
Value chain is now a value web <ul><li>Two disruptions </li></ul><ul><li>How, and by whom,  content is being created </li>...
Value chain is now a value web <ul><li>Two disruptions </li></ul><ul><li>How, and by whom,  content is being created </li>...
The world we’re witnessing Share Trust Connect Community
The networked world
We Species wants…
To engage with the network
New rules for media? <ul><li>Communities First </li></ul><ul><li>Niche NOT mass </li></ul><ul><li>2-way flow NOT broadcast...
A community is a community…
Always on Always with you Always yours
What makes great community? <ul><li>Think Community First. </li></ul><ul><li>Encourage self-forming, adhoc, non-directed g...
Starting a fire on  the village green
<ul><li>Curate content </li></ul><ul><li>Allow customisation </li></ul><ul><li>Manage the web of peer producers </li></ul>...
Two advantages <ul><li>Always ready </li></ul>LBS
<ul><li>7 th  Mass Media </li></ul><ul><li>1. It’s truly personal </li></ul><ul><li>2. It’s always on </li></ul><ul><li>3....
Screen size?
 
Mobile first
 
Itsmy.com
 
 
 
 
User-centric portals <ul><li>Mippin </li></ul>
User-centric portals <ul><li>Mippin </li></ul><ul><li>Widsets </li></ul>
User-centric portals <ul><li>Mippin </li></ul><ul><li>Widsets </li></ul><ul><li>Squace </li></ul>
They show the way
Our position in this ecosystem? <ul><li>To enable,  </li></ul><ul><li>To understand, </li></ul><ul><li>To facilitate the c...
Takeaways <ul><li>Make money  with </li></ul><ul><li>content </li></ul><ul><li>Understand </li></ul><ul><li>Your place </l...
In summary <ul><li>You won’t make money WITH content but you will BECAUSE of it. </li></ul><ul><li>Portals (sites) which f...
David Cushman <ul><li>FasterFuture.blogspot.com </li></ul>Bauer
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How Companies Can Position Themselves In the New Mobile Internet Models

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David Cushman's presentation for Informa's Mobile Internet Portal Strategies to be presented on May 20, 2008 in London.

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  • Intro me and Bauer, Note that I’m going to talk in quite general terms about the position we need to take in the emerging mobile internet ecology.
  • How Companies Can Position Themselves In the New Mobile Internet Models

    1. 1. David Cushman Bauer Consumer Media How companies can position themselves in the new mobile internet media models
    2. 2. The science bit* *Warning: The value of content can go down, er that’s it actually
    3. 3. Content is worthless
    4. 4. Content is worthless <ul><li>Except that it isn’t </li></ul>
    5. 5. Content is worthless <ul><li>Except that it isn’t </li></ul><ul><li>It gives us something to talk about </li></ul>
    6. 6. Content is worthless <ul><li>Except that it isn’t </li></ul><ul><li>It gives us something to talk about </li></ul><ul><li>Talking about stuff is where ideas turn into action </li></ul>
    7. 7. Content is worthless <ul><li>Except that it isn’t </li></ul><ul><li>It gives us something to talk about </li></ul><ul><li>Talking about stuff is where ideas turn into action </li></ul><ul><li>Action is where value is created </li></ul>
    8. 8. Content is valuable <ul><li>Because of the because effect </li></ul>
    9. 9. Content is valuable <ul><li>Because of the because effect </li></ul><ul><li>You won’t make money with it </li></ul>
    10. 10. Content is valuable <ul><li>Because of the because effect </li></ul><ul><li>You won’t make money with it </li></ul><ul><li>You will make money because of it </li></ul>
    11. 11. Content is valuable <ul><li>Because of the because effect </li></ul><ul><li>You won’t make money with it </li></ul><ul><li>You will make money because of it </li></ul><ul><li>Eg Prince, Radiohead </li></ul>
    12. 12. Value chain is now a value web
    13. 13. Value chain is now a value web <ul><li>Two disruptions </li></ul>
    14. 14. Value chain is now a value web <ul><li>Two disruptions </li></ul><ul><li>How, and by whom, content is being created </li></ul>
    15. 15. Value chain is now a value web <ul><li>Two disruptions </li></ul><ul><li>How, and by whom, content is being created </li></ul><ul><li>How, and by whom, content is being distributed </li></ul>
    16. 16. The world we’re witnessing Share Trust Connect Community
    17. 17. The networked world
    18. 18. We Species wants…
    19. 19. To engage with the network
    20. 20. New rules for media? <ul><li>Communities First </li></ul><ul><li>Niche NOT mass </li></ul><ul><li>2-way flow NOT broadcast </li></ul><ul><li>Node OVER hierarchy </li></ul><ul><li>Networks NOT silos </li></ul><ul><li>Conversations NOT captured ID </li></ul><ul><li>Self-forming OVER directed </li></ul><ul><li>Real time, niche UGC OVER ‘news’ </li></ul><ul><li>Relevance over ‘quality’ </li></ul><ul><li>Cherish Reed’s Law (GFNT) </li></ul>
    21. 21. A community is a community…
    22. 22. Always on Always with you Always yours
    23. 23. What makes great community? <ul><li>Think Community First. </li></ul><ul><li>Encourage self-forming, adhoc, non-directed groups of shared interest/purpose. </li></ul><ul><li>Recognise the crucial role of ratings/reputation </li></ul><ul><li>Activate co-creation of value </li></ul><ul><li>Enable synchronous communication . </li></ul><ul><li>Treat people as converged individuals </li></ul><ul><li>Make tech barriers low. </li></ul><ul><li>Enable discovery of people with shared interests </li></ul><ul><li>Flow rather than focus </li></ul><ul><li>Put individual in control </li></ul><ul><li>Understand the distinction between audience and community . </li></ul><ul><li>A community is a community because of the connections formed between its members. </li></ul>
    24. 24. Starting a fire on the village green
    25. 25. <ul><li>Curate content </li></ul><ul><li>Allow customisation </li></ul><ul><li>Manage the web of peer producers </li></ul><ul><li>Contribute the hard-to-do </li></ul>
    26. 26. Two advantages <ul><li>Always ready </li></ul>LBS
    27. 27. <ul><li>7 th Mass Media </li></ul><ul><li>1. It’s truly personal </li></ul><ul><li>2. It’s always on </li></ul><ul><li>3. It’s always with you </li></ul><ul><li>4. Has a built-in payment mechanism </li></ul><ul><li>5. Allows creation at the point of inspiration </li></ul>
    28. 28. Screen size?
    29. 30. Mobile first
    30. 32. Itsmy.com
    31. 37. User-centric portals <ul><li>Mippin </li></ul>
    32. 38. User-centric portals <ul><li>Mippin </li></ul><ul><li>Widsets </li></ul>
    33. 39. User-centric portals <ul><li>Mippin </li></ul><ul><li>Widsets </li></ul><ul><li>Squace </li></ul>
    34. 40. They show the way
    35. 41. Our position in this ecosystem? <ul><li>To enable, </li></ul><ul><li>To understand, </li></ul><ul><li>To facilitate the connections. </li></ul><ul><li>To find acceptable ways to share in the value that we have helped to create through both our facilitation and our contributions . </li></ul>
    36. 42. Takeaways <ul><li>Make money with </li></ul><ul><li>content </li></ul><ul><li>Understand </li></ul><ul><li>Your place </li></ul><ul><li>around </li></ul><ul><li>The campfire </li></ul><ul><li>Don’t restrict the view! </li></ul>Don’t restrict the view!
    37. 43. In summary <ul><li>You won’t make money WITH content but you will BECAUSE of it. </li></ul><ul><li>Portals (sites) which focus on content, conversation and communities of purpose will create value. </li></ul><ul><li>User-Centric Portals (community-enabled aggregators) will aid discovery. </li></ul><ul><li>Enable communities to self-form and share what they trust. Don’t restrict the view! </li></ul>
    38. 44. David Cushman <ul><li>FasterFuture.blogspot.com </li></ul>Bauer
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