Media 2.0: Open, Mobile... and Paid? Gerd Leonhard at Mobile Monday / Kudos Awards in Munich

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My presentation at Mobile Monday Munich http://www.mobile-monday.de/events/national-summit-kudos-award

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Media 2.0: Open, Mobile... and Paid? Gerd Leonhard at Mobile Monday / Kudos Awards in Munich

  1. 1. Media 2.0: Mobile, Social, Open...Free? Gerd Leonhard Presentation at Mobile Monday Munich www.mediafuturist.com twitter.com/gleonhard
  2. 2. It’s not either... or! versus
  3. 3. There is no one-fits-all recipe Not all ‘Content’ is the same Not all Media is the same Not all Users are the same Not all Cultures are the same
  4. 4. Murdoch’s imaginary Pay-Walls @Umairh: “Blocking Google is about as smart as eating a pound of plutonium” Source: ABC (Aus)
  5. 5. Artificial Scarcity is a one-way ticket to extinction You cannot put content behind walls and generate new $$
  6. 6. Personal, digital consumer ‘Piracy’ is simply just Market Failure Source: CEA.org
  7. 7. Free gets you to a place where you can ask to get paid* Quote by Fred Wilson, Union Square Ventures www.avc.com *or receive other benefits
  8. 8. The product: ease, speed, price, convenience • Good quality images • Finding the right photo is quick and easy • The rights (licenses) are cleared • The price is right (well... mostly) • I don’t pay just for the content - I pay for ease of use, peace of mind, the interface, service & curation...!
  9. 9. Content is first a Service & an Experience - and only then (maybe) a Product.
  10. 10. Content 2.0: New Packaging
  11. 11. New ways to ‘sell’
  12. 12. The virtual goods economy is very real
  13. 13. Hybrid Models in many variations
  14. 14. Not consumption... Access, Packaging... Service!
  15. 15. Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is Scarce
  16. 16. Digital Music: still utterly dysfunctional... www.dontdisconnect.us
  17. 17. Copies don’t equal $$ anymore Source: kk.org
  18. 18. Source: Slideshare
  19. 19. What are those new behaviors...? • Access comes before ownership • All-you-can-eat / unlimited / flat fees & bundles are much preferred • ‘Feels Like Free’ will be part of everything • Paying with attention (aka advertising) is OK! Trust the People formerly known as Consumers
  20. 20. And yes... some breakage will occur, too
  21. 21. Music: time to accept and adapt!
  22. 22. Every large audience can be monetized
  23. 23. A wave that Content Owners must learn to ride Attention - Based Revenues Was Is Soon Near Future Mid-term F
  24. 24. Apps not Ads: Appvertising not @vertising
  25. 25. The rising tide will float everyone’s boat
  26. 26. Co nv en ien ce is King is ce an is lev Re XT Content is TE on C
  27. 27. The New Premium The new Normal
  28. 28. 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
  29. 29. Filtering & Curation is a huge opportunity
  30. 30. TeleMedia is imminent
  31. 31. Content<>Cloud<>$
  32. 32. ISPs and Mobile Operators will move up the food-chain: Social Networking Content Services Communication 2.0 Money 2.0 eLearning
  33. 33. 2010: watch the sea change
  34. 34. Content 2.0: the inevitable Shift to Open Open licenses Open innovation Open distribution Open competition Open partnerships Open technologies Open data standards
  35. 35. Ecosystem not Egosystem Internet Telecom Content Social Networks Advertising CE Makers
  36. 36. Summary 5% 15% 20% 15% 15% 10% 20% Content Context Curation Timeliness Embodiment / Packaging Relevance Others
  37. 37. Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard
  38. 38. PS: My free Music 2.0 Book is now mobilized ! www.musicfutures.com

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