Creative Industries in the Digital Economy (EU-Observer conference Brussels)

Creative Industries in the Digital Economy Presentation at EU-Observer Event in Brussels, December 1, 2009 by Gerd Leonhard www.mediafuturist.com twitter.com/gleonhard

First: The Internet

It’s about the User and the Creator - not just the industry!

C C R O E N A S T U O M R E S R

C R U E A S T E O R R S S

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

The new content framework • Access now comes before ownership • All-you-can-eat and unlimited offers, flat-fees & bundles are needed to foster legal usage • ‘Feels Like Free’ is a crucial step to conversion • Paying with attention (fka advertising) is still very early but will soon be very real

New Technologies New Behaviors New Standards New Contracts New Remuneration

Key success factors: Permission i.e. Public Licenses, Standards, Transparency, Open Platforms Source: Dontdisconnect.us

Copies don’t equal $$ anymore Access does! Source: kk.org

The Toll-Booth Challenge: how to monetize access rather than copies Source: istockphoto

A TeleMedia Ecosystem Public, open and standardized Content Licenses

Protection & Control = Income? Protection & Control = Income Permission, Engagement, Collaboration and $-Sharing = Income

In Music, first, we urgently need either a voluntary, collective license proposal by the rights- holders, and / or legislation that legalizes and monetizes the usage on the Internet.

Just like...

We have been here before D ! S E E N L I C

Content 2.0: the inevitable Shift to Open Open licenses Open collectives Open distribution Open competition Open partnerships Open technologies Open data standards

Hybrid Models in many variations

Every large audience can be monetized

Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is Scarce

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

2 things are needed New ‘Pools of Money’ (i.e. collective, open, public and standardized rights licenses) Government (& Creators & Industry) New, next-generation revenue streams that ‘up-sell’ on-top Industry & Market Players

Step 1: Permission Step 2: Collaboration Step 3: Co-Creation of new Business Models

“When the Winds of Change are blowing, some People build Shelters, others build Windmills”

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

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Creative Industries in the Digital Economy (EU-Observer conference Brussels)

by Gerd Leonhard on Dec 02, 2009

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Creative Industries in the Digital Economy (EU-Observer conference Brussels) — Presentation Transcript