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U1 13 networked media

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Presentation on the 'Future of Content and Entertainment' held by G. Leonhard in Strasbourg (May 2010).

Presentation on the 'Future of Content and Entertainment' held by G. Leonhard in Strasbourg (May 2010).

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Transcript

  • 1. ‘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
  • 2. Think ‘cars’ not faster horses
  • 3. Fast, cheap, mobile and social Connectivity changes everything.
  • 4. TV Source: Slideshare Network Media, Content and Entertainment in the Cloud
  • 5. TV Source: Slideshare Network Media, Content and Entertainment in the Cloud
  • 6. A Broadcast World and a Networked World
  • 7. It’s not the ‘End of the Old.’ It’s the total Convergence of Old and New.
  • 8. Print | Digital Web | TV The Cloud | Storage Selling Copies | Provide Access Content | Advertising Control | Trust Producers | Users
  • 9. Un-Connected Hyper-Connected
  • 10. Media as a Service (MaaS)
  • 11. Increasing disembodiment of Content
  • 12. A painful but very promising transition
  • 13. Developing Countries First! Source: Comscore 2010
  • 14. 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
  • 15. The TeleMedia Challenge
  • 16. Forget most of what you know about Advertising
  • 17. A huge shift in ‘Getting Attention’ *most is mobile!
  • 18. One of the Futures of Mobile Advertising
  • 19. 30% + of all Advertising will be digital / interactive / mobile / social within 2-3 years, globally.
  • 20. Sharing is the key driver in the Future of TeleMedia
  • 21. Sharing generates Meta-Content: the ‘Oil’ of the Web
  • 22. Was: sell ‘stuff’
  • 23. Distribution of copies as the main income stream... Source: Flickr/exfordy
  • 24. Copies won’t equal $$ anymore Source: kk.org
  • 25. The Future: sell Access
  • 26. The New Premium The new Normal
  • 27. Control = Money
  • 28. The Consequences of Total Control?
  • 29. Because Scarcity created Friction which enforced Attention and ensured Payment
  • 30. Connectivity qu ir es re creates Openness
  • 31. Ubiquity not Scarcity
  • 32. Right now: Transition Trauma *hat tip to Alan Moore
  • 33. How to get paid for Digital Content Strong Values & Compelling Reasons Irresistible Price-Points & Fair Toll-Booth Placement Ease of Payment, Packaging & Interface
  • 34. Again: 1.Value & Reason 2.Right Price / Right Time 3.Ease & Packaging
  • 35. Not ‘if’ but ‘how’ ‘when’ ‘where’....!
  • 36. 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
  • 37. New kinds of Advertising will fund a lot of ‘free’ content
  • 38. Not mere consumption... Access, Packaging... Service!
  • 39. Curation is a real $ Value
  • 40. Social Networks are the next Broadcasters
  • 41. It’s not either... or! versus
  • 42. Personal, digital consumer ‘Piracy’ is simply just Market Failure Source: CEA.org
  • 43. A connected Audience pays because of Trust, Value, Peer Recommendation - not because they are forced to.
  • 44. Content is first a Service & an Experience - and only then (maybe) a Product.
  • 45. Attention - Based Revenues Was Is Soon Near Future Mid-term F
  • 46. A Focus on the New Generatives Content Context Curation 5% Timeliness 20% Embodiment / Packaging 15% Relevance Others 15% 15% 10% 20% 100% Content / Copy
  • 47. The Future of TV: Send and Receive
  • 48. Connected TV Futures
  • 49. TV & Online Video: the battle for Ad $
  • 50. The issue of Control
  • 51. U.S.: Video is at the center of the growth
  • 52. TV 2.0....
  • 53. We need to hurry up with next-generation Advertising
  • 54. We must with-vertise not @vertise Source:Hugh Mc Leod
  • 55. In the un-connected, pre-Internet world we made lots of $ with Friction, Domination & Control
  • 56. Open Innovation Examples
  • 57. Command & Control becomes Coordinate & Cultivate *Thomas Malone “The Future of Work”
  • 58. Connected + Mobile + Social kills the idea of using Friction to ensure or enforce Payment.
  • 59. The Internet kills the idea of ‘Forcing’ - not the idea of ‘Paying’ Source: Flickr.com/herby_fr
  • 60. When we are really connected, Curation matters more than volume
  • 61. Increasing Fragmentation is certain
  • 62. The Internet has unbundled Music, Television, Books, Magazines, News...
  • 63. Broadcast Model Networked Model
  • 64. The Future will be even faster - and a lot less linear
  • 65. Hyper-Competition  Hyper-Collaboration
  • 66. Control Issues will be huge
  • 67. Defining Social Media 2.0 Mobile Immersive Cross-Media Participatory Experiences
  • 68. We must adopt web-native, connected Business Models
  • 69. Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard

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