Media Futurist Gerd Leonhard's Presentation at the Experience Economy Event in Amsterdam Jan 25 2008: Open Is King - The Future of Media

www.mediafuturist.com Open is King Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Open is King - The Future of Media beyond Control Friday, January 25, 2008 1

www.mediafuturist.com Open is King Digital Society Trends The Past & the Present: obtaining information (data) and communication was (is) important The Present / Immediate Future: Content becomes more important, all the time Soon: Context / Community / The Experience becomes the crucial differentiator Friday, January 25, 2008 2

www.mediafuturist.com From ‘The Network’ to Open is King NETWORKED Friday, January 25, 2008 3

www.mediafuturist.com Open is King Mass Media Decline in terms of PERSONAL relevance Source: Chris Anderson The LongTail Friday, January 25, 2008 4

www.mediafuturist.com Open is King User Generated Content - Context - Conversation is exploding Friday, January 25, 2008 5

Blogging Trends: Open +++ www.mediafuturist.com Open is King Me MultiMedia Moments Mobile Mashed Friday, January 25, 2008 6

www.mediafuturist.com Open is King Open = Engaged Friday, January 25, 2008 7

www.mediafuturist.com Open is King Participate or Be Participated Remix or Be Remixed Friday, January 25, 2008 8

Behind all this change: www.mediafuturist.com Open is King The People formerly known as Consumers Friday, January 25, 2008 9

www.mediafuturist.com Open is King For them, the web is now a canvas, not a newspaper. Not (just) a Broadcast but a Narrowcast. Not (just) a monolog but a conversation Source: Nokia via Youtube Friday, January 25, 2008 10

www.mediafuturist.com Life of 12-24 year olds Will rarely read a newspaper but are attracted to some magazines Will never own a land-line phone Will not watch television on someone else’s schedule much longer Trust unknown peers more than official experts Are actually willing to pay for digital content - but Feels Like Free is first. Perceive community at the center of the Internet experience Like to pretend they are not interested in advertising or affected by brands Will shift everything to mobile Are less interested in television than any generation before Want to move content freely from platform to platform with no restrictions Want to be heard (or...generate) Use IM and Social Nets. Think that e-mail is for their parents Source: MTV Study Friday, January 25, 2008 11

Today, we are here You think media sharing is out of Tomorrow: control SHARING x now ? 1000 Think again..... Gerd Leonhard Music & Media Futurist www.mediafuturist.com Friday, January 25, 2008 12

www.mediafuturist.com Open is King Open is now King. But: Many core, monetizeable assets will remain ‘controlled’ (Example: Google) Friday, January 25, 2008 13

www.mediafuturist.com Open is King On the top layer, Open Systems win, all around • In the networked economy, visibility, transparency and compatibility are becoming a must-have standard • Often, profits are generated more indirectly than before (i.e. the tollbooth may have been moved), and therefore the ‘Measuring- Success’ - Metrics must be adapted, too • Much success will continue to come from disrupting existing products with commoditized open standards • Openness is a risk that -if balanced carefully- is well worth taking Friday, January 25, 2008 14

www.mediafuturist.com Turning Attention into Revenues Friday, January 25, 2008 15

www.mediafuturist.com The Mission: Monetizing Anarchy Friday, January 25, 2008 16

www.mediafuturist.com Now, Attention is the New Distribution Friday, January 25, 2008 17

www.mediafuturist.com ...and it’s also is new Way of Paying for Content Friday, January 25, 2008 18

www.mediafuturist.com quot;One engaged viewer is worth eight regular viewersquot; Friday, January 25, 2008 19

Media... www.mediafuturist.com ...was ...is and will be Linear B Interactive O Text Web T Audio & Video Web H Copyright Usage Right will Advertising Ads as Content C O Professional Creators N User / Usator Content T I Pay with cash N Pay with attention U One way Push E 2-way Pull Friday, January 25, 2008 20

www.mediafuturist.com Open is King Now, People will subscribe to People. And to Mass Media, too. Friday, January 25, 2008 21

From........ To www.mediafuturist.com Open is King All Access More ’Wisdom’ 1000s of ‘Friends’ A few real friends Millions of free songs 30-40 good songs / month All movies for free Those really good movies Give me everything, all Give me the right thing, at the time the right time I want to meet the right Now I can meet anyone people Always multitasking, with Focus, Paying Attention short attention Friday, January 25, 2008 22

www.mediafuturist.com The Future of Media Services is about Relevance Open is King Not: where can I get this, how much can I get, where is the best deal....? But: what is relevant? Meaningful? Enriching? A good fit? Time-worthy? Friday, January 25, 2008 23

www.mediafuturist.com The Web is becoming a Canvas Open is King Friday, January 25, 2008 24

www.mediafuturist.com Open is King Nokia predicts 25% of entertainment by 2012 will be created and consumed within peer communities Friday, January 25, 2008 25

An expanded UGC definition www.mediafuturist.com Open is King User Based: ✦Content ✦Conversation ✦Context ✦Commerce Friday, January 25, 2008 26

www.mediafuturist.com Open is King Mainstream Media is about Hit Content UGC is about Facilitation and User Empowerment . Friday, January 25, 2008 27

The new ‘Sell’ www.mediafuturist.com Open is King Friday, January 25, 2008 28

www.mediafuturist.com Open is King The great shift in Selling Content: Example: Music Friday, January 25, 2008 29

It used to be that Revenues were www.mediafuturist.com Open is King generated WITH Music Music Friday, January 25, 2008 30

Now: new revenues are generated primarily www.mediafuturist.com Open is King AROUND Music Music Source of stats: Emarketer.com Friday, January 25, 2008 31

www.mediafuturist.com 3 ways of paying for Content Open is King • Money A la Carte / per Unit Subscriptions Flat Rates Revenue Shares Freemium Syndication Commissions Re- • Attention (Time) Ads: Ads: Ads: Packaging Branding Customized Feeds CPM CPC CPT (Alt Out) Sponsorships Up-Selling • Engagement / Co-creation / Sharing / Viral / Peer Distribution Affiliate Revenues Lead Generation Data Minining (w/Opt-In) Commissions Many Others! There are different payment models along each Content Curve, and as content changes in popularity so does the curve (and the mix!) Friday, January 25, 2008 32

Cultural Expertship Required... www.mediafuturist.com Open is King Niche Experts Required Friday, January 25, 2008 33

www.mediafuturist.com Open is King Content Consumption is now Device Agnostic - and so is Advertising Friday, January 25, 2008 34

www.mediafuturist.com Open is King The Evolution of the car as a Media Space Friday, January 25, 2008 35

The Mobility Explosion www.mediafuturist.com Open is King Outside of the U.S., mobile devices will become the #1 channel for Direct Marketing Friday, January 25, 2008 36

www.mediafuturist.com The power of the mobile phone Open is King The phone is the first truly Personal Medium The phone has Payment built-in The phone is a Communication and Creation tool that’s always with you Friday, January 25, 2008 37

www.mediafuturist.com Open is King Imagine 4 Billion people trading CONTENT on mobile devices that can hold terabytes of data, connecting via high speed networks - and fully paid-for with ADVERTISING Friday, January 25, 2008 38

www.mediafuturist.com Personalization versus Privacy Open is King Personalization, Opt-Ins and deep Data Mining are definitely a requirement for successful next-generation marketing, advertising and branding concepts. Marketers must become more aware of Digital Intrusion Issues and related worries, and consider them when devising campaigns Safeguarding privacy will be one of the biggest challenges for the Future of Advertising Friday, January 25, 2008 39

www.mediafuturist.com Open is King New horizons in Trust Friday, January 25, 2008 40

www.mediafuturist.com Open is King The Truth Travels Fast Open must be win-win-win. Friday, January 25, 2008 41

www.mediafuturist.com Open is King Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Thanks for your time and attention! Friday, January 25, 2008 42

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Media Futurist Gerd Leonhard's Presentation at the Experience Economy Event in Amsterdam Jan 25 2008: Open Is King - The Future of Media

by Gerd Leonhard on Feb 12, 2008

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Media Futurist Gerd Leonhard’s Presentation at the Experience Economy Event in Amsterdam Jan 25 2008: Open Is King - The Future of Media — Presentation Transcript