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

Was:

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
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www.mediafuturist.com