Future of Mobile Content (CMMA 2009 Gerd Leonhard)

The Future of Mobile Content, TV & Entertainment Gerd Leonhard Media Futurist www.mediafuturist.com

Connected people ‘consume’ differently Sh a ring is the K ey Driver Access t rumps Copy

Will be

Together, Broadband Culture and Mobility will re-define how we think about: • Privacy • Authority • Ownership / Copyright • Value (period) ‘Selling’ and Marketing • R&D, and Production • Work • Education

7 unique factors of Mobile • The first truly personal mass medium • Captures the social context of media consumption • Always within 1 meter reach • Always-on, inter-connected • Available at the exact point and time of inspiration • Built-in payment options • Offers most accurate audience measurement

Access Diversity Control > >> >>> >>>>

From the Xark Blog on Future of News “Rather than changing the existing model publishers are fumbling around for a solution that requires readers to fundamentally change their behavior...”

The Internet

Accessing your content remotely S ay goodbye to S elling Copies!

Not making content available is not a good move

So what is Content, in a Broadband Mobile Future? • Professionally produced and traditionally / legally owned • Created by the Users and shared- alike-commons-public-free-etc • Meta-Content: the Users’ data and click-streams layered around other (professional) content • Pro Content ‘appropriated’ by Users • The Users themselves

Was: It used to be... Producers Networks Distributors Owners

Now: Producers Networks Distributors Owners

Let’s take a look

The Net Generation The TV Generation Reach the perfect Reach Millions of 100 people that people at the same reach another 100 time - with the same people that reach content or message another 100 people... or... advertisement

The TV Generation The Net Generation Switch off Switch On I receive I send & receive Couch Potato Subway Surfer Helpless Powerful Monoculture Multi-culture United Fragmented

The Future of Digital Content Open Mobile Connected Collaborative Interdependent

Soon: Radio X.0 Soon: TV X.0

So will people read like this?

A crucial shift in the content industries: • Content ‘Pre-Web’: Presenting - and selling - professionally produced Content • Content ‘Web-Native’: Presenting - and selling - Context, People, Relevance, Packaging, Timeliness - and all types of Content! N ew Gen eratives

Making $$ out of “Free”

Freemium: a definitive model for mobile content

•Free = nobody pays actual $ anywhere •Feels Like Free = the payment is bundled, or hidden, or absorbed somewhere else, or build-in; but: no individual payment decision is required everytime •Freemium = all users get real value free of charge, but a good percentage selects to buy premium offers beyond the free level •3rd party pays: someone else pays for my usage because they want access to me (and my data)

Freemium and New Generatives: Pandora Convenience Premium Experience Personalization ‘Paying for Privacy’ Packaging Convenience

Direct, ‘free’, hyper-connected, P2P, Word of Mouse...

Mobile Content allows for a Restart of the outdated, broken, unsuccessful Web 1.0 Paradigms & Rules of Content Commerce Open Platforms, Standards, Monopolies Public Licenses Copyright is all! Usage Right I win- you lose Win-Win-Win My money Our money Ego-System Eco-System

The Future Mass Market is... a Mass of Niches Personalization Customization Sharing Engagement Transparency Participation

Content Marketing is reversed

The Future: bundling and flat rates

It’s the packaging - Content as Software

The Mobile Consumption of Digital Goods is the #1 growth story of the next decade

Let’s make this our goal, too

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

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Future of Mobile Content (CMMA 2009 Gerd Leonhard)

by Gerd Leonhard on Jun 19, 2009

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Future of Mobile Content (CMMA 2009 Gerd Leonhard) — Presentation Transcript