Friction is Fiction: The Future of Business & Media (Next10)
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Friction is Fiction: The Future of Business & Media (Next10)

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This is the public version of my presentation at Next10 in Berlin, May 11, 2010, on the topic of "Friction is Fiction - the future of media, business and communications" see www.frictionisfiction.com ...

This is the public version of my presentation at Next10 in Berlin, May 11, 2010, on the topic of "Friction is Fiction - the future of media, business and communications" see www.frictionisfiction.com for more details and the Lulu bookstore with the book with the same title. http://gerd.fm/bon5Kb has more details

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Friction is Fiction: The Future of Business & Media (Next10) Presentation Transcript

  • 1. Friction is Fiction The Future of Media, Content & Business Gerd Leonhard Mediafuturist.com • Twitter: @gleonhard
  • 2. Foresight & Imagination is crucial Back then... Now
  • 3. In the un-connected, Pre-Internet world we made lots of money using Friction, Domination + Control
  • 4. Control was Money
  • 5. Because Scarcity created Friction which enforced Attention and ensured Payment like...?
  • 6. Connectivity + Mobile + Social kills the idea of using Friction to ensure or enforce Payment. Youtube.com/user/ScholzundFriends
  • 7. Note: Connectivity kills the idea of ‘Forcing’ - not the idea of ‘Paying’ Source: Flickr.com/herby_fr
  • 8. The weapons are coming out Source: ABC / Youtube Image via flickr.com/dunechaser
  • 9. Would you vote for anyone that proposes this?
  • 10. In this world... Forcing to buy is like... forcing to love
  • 11. Right now: Transition Trauma *hat tip to Alan Moore
  • 12. As a Business Principle, Friction is dead Too expensive to dominate Too many moving parts Too much transparency Too many people talking Too much disruption by new players
  • 13. Now, it’s about Liquidity. Lubrication Too expensive to dominate Too many moving parts Too much transparency Too many people talking Too much disruption by new players
  • 14. Empowered and Engaged Users - lubricating the ecosystem
  • 15. Not Friction but Liquidity Attention is the new Currency Trust is the new Control
  • 16. We need to make it work with Ubiquity
  • 17. The Future: few walled Gardens more Jungles.
  • 18. We need to hurry up with next-generation Advertising
  • 19. We must With-vertise not @vertise Source:Hugh Mc Leod
  • 20. We need to switch to natively-connected Business Models
  • 21. ...which means to unlock value to receive value...
  • 22. We need to give up Control to gain Trust ...and to possibly be ‘In Command’
  • 23. Think engagement not enforcement Think ‘cars’ not faster horses
  • 24. Lubricate the Digital Economy
  • 25. Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard