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Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009
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Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009

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PDF from my presentation at Mobile Monday in Amsterdam, March 30, 2009. Some predictions: the next 18 months …

PDF from my presentation at Mobile Monday in Amsterdam, March 30, 2009. Some predictions: the next 18 months
• Twitter will reach 50 Million + Users • Facebook will become the default social utility - and the biggest global Content Broadcaster • Google will double it’s Advertising revenues • The RIAA and the IFPI will run out of cash • Telecoms will get flat-rate content licenses • Skype will re-emerge as content player PDF etc on my blog: http://tinyurl.com/dmaf2w

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  • 1. ★ twitter.com/gleonhard ★ www.mediafuturist.com Mobile Content Futures Gerd Leonhard @ Mobile Monday #10 in Amsterdam March 30 2009
  • 2. TOTAL Mobility CONSTANT Peering and Connecting DEEP & VAST Oceans of Content and Information
  • 3. •Straight to Digital Content •Straight to Mobile •Straight to Advertising 2.0
  • 4. • Adding Location Awareness is like going from dial-up to broadband • Social and cultural challenges are enormous
  • 5. (just) Source: Sander Duivestein
  • 6. I also noticed 3 recent changes ;) • Domination is out - Collaboration is In - Egosystem becomes Ecosystem • Control is out - Openness is In • Monolog is out - Conversation is In
  • 7. It used to be: More Control = More $$
  • 8. Now: Collaboration is REQUIRED Osani Image provided by Susan Fassberg, Connectingdotz.com
  • 9. especially for
  • 10. Command & Control becomes Coordinate & Cultivate *Thomas Malone “The Future of Work” Governments Advertisers & Brands Search Telecoms Engines & Device Makers & Content CE Co’s Social Owners Networks
  • 11. Next Generation ‘Advertising’ New Content Economy New Data Economy
  • 12. Starting in 2009: • Total convergence of Telecom & Web Layers • Over-the top layers (devices, search, social media, content etc) will come down, Telecoms will move up!
  • 13. Image via: kk.org This year, Google will get really involved in making ‘free’ Internet content legitimate and monetizable
  • 14. A decade of Content Control: time to learn!
  • 15. Total Control = Total $ Decline
  • 16. Because this is where Content resides now...
  • 17. Our Future is in the Cloud and the Crowd
  • 18. The Future of Content: Attention-based Income Explodes Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 0 Was Is Soon Near Future Mid-term Future
  • 19. We Brands are Now... Broadcasters Narrowcasters Conversation Leaders Participants Engagers
  • 20. Marketing and Advertising - as we knew it - is just about dead People subscribe to People
  • 21. Going forward, trust and Openness will make more $$$ - and earn
  • 22. And maintaining trust will be hard work
  • 23. It used to be: Yell more - Sell more
  • 24. Now: Talk more = Sell more
  • 25. and this is accelerating very quickly
  • 26. Wired.com http://flickr.com/photos/foxwillow/
  • 27. Centralized Models are becoming hard to maintain Decentralized Centralized>>> Microsoft / Windows Google MTV Youtube Traditional Telco Skype Cable TV Internet TV / IPTV WSJ The Guardian (UK)
  • 28. Digital Content Trends Music Video Games Books Mags & Print Percentage of Revenues from Digital Services 100% 75% 50% 25% 0% 2008 2009 2010 2012 2015
  • 29. Digital Content Trends
  • 30. Digital unit prices should be 1/5 of physical prices because you don’t just sell something - you also buy something
  • 31. ‘Free’ gets my Attention... Merit and Trust gets my Money.
  • 32. Some predictions: the next 18 months • Twitter will reach 50 Million + Users • Facebook will become the default social utility - and the biggest global Content Broadcaster • Google will double it’s Advertising revenues • The RIAA and the IFPI will run out of cash • Telecoms will get flat-rate content licenses • Skype will re-emerge as content player • I will actually publish my next book, and finally make Honor’s Circle at Lufthansa Miles & More!
  • 33. Participate or be participated!
  • 34. Thanks for listening! Please talk back ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com

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