Content 2.0: Free vs Paid: Futurist Gerd Leonhard @ Tokyo 2.0

Free vs Paid: the Future of Digital Content Gerd Leonhard at Tokyo 2.0 August 24, 2009 ‣ Futurist ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard

What I do: www.payingwithattention.com for free downloads ‣ Understand Clients such as Google, Nokia, DDB, Sony BMG, Orange / ‣ Imagine France Telecom, BBC, ITV, RTL, ‣ Design The European Commission, IBM, Omnicom, Siemens... www.mediafuturist.com twitter.com/gleonhard

Connected people ‘consume’ differently! Real-Time E verything C ult(ure) of P articipation The Li nk Economy Sh aring is the key driver

In the Content Industries, Command & Control is irreversibly becoming Cordinate & Cultivate

Content Futures: Copy $ down, Attention $$ up Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 0 Was Is Soon Near Future Mid-term Future

The challenge: Creating New Models! Content Consumption (all) Revenue Potential Success with Traditional Content Models Was Is 2 years 5 years

Mobile: Great User Interface & User Experience changes everything

So will people read like this? 2012 Book Publishing Revenues: $43 Billion in U.S. (BISG) $120 Billion Global (est)

Only an average of 20% a newspaper’s income is spend on CONTENT CREATION. Thanks to Flickr.com/alextorrenegra

Our new reality: Listen / Use = Copy

Flat-rated & Bundled Content

What are we paying for, here...? Not to eat all the food... but to get Access!

Now, Content is first a Service & Experience, and only then (maybe) a Product.

Bundling is the Future

It used to be... Premium “Option” “Extra” Default

Soon: The New Premium The new ‘Normal’

If Access replaces Ownership as Default...

Experience Embodiment Access

How will access to content be paid for? Paid by 3rd Parties Flat-Rates Bundles Access

Attention Transfer

A key task now - and even more so, in the future:

A crucial shift in the content industries: New Generatives • Content ‘Pre-Web’: Presenting - and selling - professionally produced Content • Content ‘Web-Native’: Presenting - and selling - Context, People, Relevance, Packaging, Timeliness - and many different kinds of Content!

Free gets you to a place where you can get paid. Quote by Fred Wilson, Union Square Ventures www.avc.com

Free gets you to a place where you can get paid.

• Provide free and easy access to content to anyone that is interested * • Subsidize the free content with next- generation advertising, affiliates, data-mining and other ‘New Generatives’ • Addict the users to the offerings by providing more and more values all the time * • Offer a myriad of ways of getting further engaged & attracted to Premium offerings • Convert between 5%-40% of free users to paying users

(Trans)Action Data Creation Engagement Attention Conversations ‘Feels Like Free’ Content

Crucial: the right when, how, where!

We need web-native toll-booth strategies

The 2-sided TeleMedia Model - starting with Digital Music Content Content Owners & Users (fka Creators Consumers)

It’s hard to ‘own’ copies now but You can still own the Context, the Meaning, the Relevance, the Experience, the Embodiment, the Timing...

The Future of Content Open Mobile Freemium Connected Collaborative Interdependent

Thanks for listening! ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com

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Content 2.0: Free vs Paid: Futurist Gerd Leonhard @ Tokyo 2.0

by Gerd Leonhard on Aug 23, 2009

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Content 2.0: Free vs Paid: Futurist Gerd Leonhard @ Tokyo 2.0 — Presentation Transcript