U1 13 networked media

‘Networked Media -The Future of Content and Entertainment’ www.mediafuturist.com twitter.com/gleonhard ‣ Futurist (Media & Communications) ‣ CEO The Futures Agency ‣ Author & Think-Tank Leader

Think ‘cars’ not faster horses

Fast, cheap, mobile and social Connectivity changes everything.

TV Source: Slideshare Network Media, Content and Entertainment in the Cloud

A Broadcast World and a Networked World

It’s not the ‘End of the Old.’ It’s the total Convergence of Old and New.

Un-Connected Hyper-Connected

Media as a Service (MaaS)

Increasing disembodiment of Content

A painful but very promising transition

Developing Countries First! Source: Comscore 2010

Data is the new Oil UGC, shared bookmarks, playlists, social markers, click-trails, opt-in information such as location, ratings, comments, tags, like’s & other feedback

The TeleMedia Challenge

Forget most of what you know about Advertising

A huge shift in ‘Getting Attention’ *most is mobile!

One of the Futures of Mobile Advertising

30% + of all Advertising will be digital / interactive / mobile / social within 2-3 years, globally.

Sharing is the key driver in the Future of TeleMedia

Sharing generates Meta-Content: the ‘Oil’ of the Web

Was: sell ‘stuff’

Distribution of copies as the main income stream... Source: Flickr/exfordy

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

The Future: sell Access

The New Premium The new Normal

Control = Money

The Consequences of Total Control?

Because Scarcity created Friction which enforced Attention and ensured Payment

Connectivity qu ir es re creates Openness

Ubiquity not Scarcity

Right now: Transition Trauma *hat tip to Alan Moore

How to get paid for Digital Content Strong Values & Compelling Reasons Irresistible Price-Points & Fair Toll-Booth Placement Ease of Payment, Packaging & Interface

Again: 1.Value & Reason 2.Right Price / Right Time 3.Ease & Packaging

Not ‘if’ but ‘how’ ‘when’ ‘where’....!

I pay, you pay, they pay *hat-tip to Shelly Palmer Advertisers Bundles Telecoms Subscriptions Device Makers Flat Rates Consumers Governments Social Payments Micro-Payments

New kinds of Advertising will fund a lot of ‘free’ content

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

Curation is a real $ Value

Social Networks are the next Broadcasters

It’s not either... or! versus

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

A connected Audience pays because of Trust, Value, Peer Recommendation - not because they are forced to.

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

Attention - Based Revenues Was Is Soon Near Future Mid-term F

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

The Future of TV: Send and Receive

Connected TV Futures

TV & Online Video: the battle for Ad $

The issue of Control

U.S.: Video is at the center of the growth

TV 2.0....

We need to hurry up with next-generation Advertising

We must with-vertise not @vertise Source:Hugh Mc Leod

In the un-connected, pre-Internet world we made lots of $ with Friction, Domination & Control

Open Innovation Examples

Command & Control becomes Coordinate & Cultivate *Thomas Malone “The Future of Work”

Connected + Mobile + Social kills the idea of using Friction to ensure or enforce Payment.

The Internet kills the idea of ‘Forcing’ - not the idea of ‘Paying’ Source: Flickr.com/herby_fr

When we are really connected, Curation matters more than volume

Increasing Fragmentation is certain

The Internet has unbundled Music, Television, Books, Magazines, News...

Broadcast Model Networked Model

The Future will be even faster - and a lot less linear

Hyper-Competition  Hyper-Collaboration

Control Issues will be huge

Defining Social Media 2.0 Mobile Immersive Cross-Media Participatory Experiences

We must adopt web-native, connected Business Models

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

U1 13 networked media

by etma on May 21, 2010

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 3

Statistics

U1 13 networked media Presentation Transcript