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

★ twitter.com/gleonhard ★ www.mediafuturist.com Mobile Content Futures Gerd Leonhard @ Mobile Monday #10 in Amsterdam March 30 2009

TOTAL Mobility CONSTANT Peering and Connecting DEEP & VAST Oceans of Content and Information

•Straight to Digital Content •Straight to Mobile •Straight to Advertising 2.0

• Adding Location Awareness is like going from dial-up to broadband • Social and cultural challenges are enormous

(just) Source: Sander Duivestein

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

It used to be: More Control = More $$

Now: Collaboration is REQUIRED Osani Image provided by Susan Fassberg, Connectingdotz.com

especially for

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

Next Generation ‘Advertising’ New Content Economy New Data Economy

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!

Image via: kk.org This year, Google will get really involved in making ‘free’ Internet content legitimate and monetizable

A decade of Content Control: time to learn!

Total Control = Total $ Decline

Because this is where Content resides now...

Our Future is in the Cloud and the Crowd

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

We Brands are Now... Broadcasters Narrowcasters Conversation Leaders Participants Engagers

Marketing and Advertising - as we knew it - is just about dead People subscribe to People

Going forward, trust and Openness will make more $$$ - and earn

And maintaining trust will be hard work

It used to be: Yell more - Sell more

Now: Talk more = Sell more

and this is accelerating very quickly

Wired.com http://flickr.com/photos/foxwillow/

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)

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

Digital Content Trends

Digital unit prices should be 1/5 of physical prices because you don’t just sell something - you also buy something

‘Free’ gets my Attention... Merit and Trust gets my Money.

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!

Participate or be participated!

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

by Gerd Leonhard on Mar 31, 2009

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