Comparing and Contrasting the Open Approach and the Walled Garden Approach • Highlighting the differences between the walled garden approach and the open approach • Analysing the benefits of each approach • Examining the challenges of each • Discussing whether we are seeing a migration towards a more open approach

The transaction cost of group activity has fallen through the floor. This creates fundamental change in how value is and can be created. It means the value of hierarchies, gatekeepers… walled gardens falls through the floor too.

The transaction cost of group activity has fallen through the floor.

This creates fundamental change in how value is and can be created.

It means the value of hierarchies, gatekeepers… walled gardens falls through the floor too.

Ideas Ideas Ideas Action

Value Ideas Ideas Ideas Action Value

Value Ideas Ideas Ideas Action Conversation Conversation Conversation Value

Enabling the rapid, real-time evolution of communities of purpose unlocks the value. It turns the potential of group forming network theory into practice .

Enabling the rapid, real-time evolution of communities of purpose unlocks the value.

It turns the potential of group forming network theory into practice .

The value of random friends

Tearing down the walls…

The real 3 Cs? Content > Conversation > Community

Content > Conversation > Community

The real 3 Cs Content > Conversation > Community Conversation is the intersection of ideas. It is where ideas coalesce into action

Content > Conversation > Community

Conversation is the intersection of ideas.

It is where ideas coalesce into action

The real 3 Cs Content > Conversation > Community Conversation is the intersection of ideas. It is where ideas coalesce into action Action is where value is created

Content > Conversation > Community

Conversation is the intersection of ideas.

It is where ideas coalesce into action

Action is where value is created

Content is worthless

Content is worthless Except that it isn’t

Except that it isn’t

Content is worthless Except that it isn’t It gives us something to talk about

Except that it isn’t

It gives us something to talk about

Content is worthless Except that it isn’t It gives us something to talk about Talking about stuff is where ideas turn into action

Except that it isn’t

It gives us something to talk about

Talking about stuff is where ideas turn into action

Content is worthless Except that it isn’t It gives us something to talk about Talking about stuff is where ideas turn into action Action is where value is created

Except that it isn’t

It gives us something to talk about

Talking about stuff is where ideas turn into action

Action is where value is created

Content is valuable Because of the because effect

Because of the because effect

Content is valuable Because of the because effect You won’t make money with it

Because of the because effect

You won’t make money with it

Content is valuable Because of the because effect You won’t make money with it You will make money because of it

Because of the because effect

You won’t make money with it

You will make money because of it

Content is valuable Because of the because effect You won’t make money with it You will make money because of it Eg Prince, Radiohead

Because of the because effect

You won’t make money with it

You will make money because of it

Eg Prince, Radiohead

Value chain is now a value web

Value chain is now a value web Two disruptions

Two disruptions

Value chain is now a value web Two disruptions How, and by whom, content is being created

Two disruptions

How, and by whom, content is being created

Value chain is now a value web Two disruptions How, and by whom, content is being created How, and by whom, content is being distributed

Two disruptions

How, and by whom, content is being created

How, and by whom, content is being distributed

The world we’re witnessing Share Trust Connect Community

The networked world

We Species wants…

To engage with the network

A community is a community…

Always on Always with you Always yours

Starting a fire on the village green

Curate content User-driven customisation Manage the web of peer producers Contribute the hard-to-do

Curate content

User-driven customisation

Manage the web of peer producers

Contribute the hard-to-do

Two advantages Always ready LBS

Always ready

7 th Mass Media 1. It’s truly personal 2. It’s always on 3. It’s always with you 4. Has a built-in payment mechanism 5. Allows creation at the point of inspiration

7 th Mass Media

1. It’s truly personal

2. It’s always on

3. It’s always with you

4. Has a built-in payment mechanism

5. Allows creation at the point of inspiration

Screen size?

What’s wrong with operators? Why don’t they value me?

Itsmy.com

User-centric portals Mippin

Mippin

User-centric portals Mippin Widsets

Mippin

Widsets

User-centric portals Mippin Widsets Squace

Mippin

Widsets

Squace

They show the way

Inside and out Lump it Throw off your chains

Lump it

Throw off your chains

Mash it up!

Our position in this ecosystem? To enable, To understand, To facilitate the connections. To find acceptable ways to share in the value that we have helped to create through both our facilitation and our contributions .

To enable,

To understand,

To facilitate the connections.

To find acceptable ways to share in the value that we have helped to create through both our facilitation and our contributions .

Takeaways Make money with content Understand Your place around The campfire Don’t restrict the view! Don’t restrict the view!

Make money with

content

Understand

Your place

around

The campfire

Don’t restrict the view!

In summary You won’t make money WITH content but you will BECAUSE of it. Focus on content, conversation and communities of purpose to create value. User-Centric Portals (community-enabled aggregators) will aid discovery. Enable communities to self-form and share what they trust. Don’t restrict the view!

You won’t make money WITH content but you will BECAUSE of it.

Focus on content, conversation and communities of purpose to create value.

User-Centric Portals (community-enabled aggregators) will aid discovery.

Enable communities to self-form and share what they trust.

Don’t restrict the view!

David Cushman FasterFuture.blogspot.com Bauer Consumer Media

FasterFuture.blogspot.com