Music 2.0 - The Webinar (July 31 2009)

2,139
-1

Published on

The music industry is resetting - this is where it's going: Copright > Usage Right, Fragmentation, Pay per Copy > Free, paid and bundled access, $ first > attention first. Read more at www.music20thebook.com (free pdf) and www.payingwithattention.com and of course, my blog at www.music20thebook.com

1 Comment
7 Likes
Statistics
Notes
  • 体验为什么那么重要,因为她是链接提供的服务与推出的产品的桥梁,没有体验的服务就没有好产品,同理没有体验的产品就不是好的服务~
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
2,139
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
136
Comments
1
Likes
7
Embeds 0
No embeds

No notes for slide

Music 2.0 - The Webinar (July 31 2009)

  1. Music 2.0 Webinar Presentation by Gerd Leonhard www.mediafuturist.com twitter.com/gleonhard www.gerdtube.com Thursday, July 30, 2009 1
  2. What I do: ‣ Futurist Clients such as Google, Nokia, DDB, Sony BMG, Orange / France ‣ Strategist Telecom, BBC, ITV, RTL, The ‣ Author & Blogger European Commission, TribalDDB, Omnicom, Siemens, Kuoni, Jamendo, COTT... www.mediafuturist.com twitter.com/gleonhard Thursday, July 30, 2009 2
  3. www.mediafuturist.com www.music20book.com www.endofcontrol.com Thursday, July 30, 2009 3
  4. Nope... Thursday, July 30, 2009 4
  5. YOUR Cookbook Thursday, July 30, 2009 5
  6. Thursday, July 30, 2009 6
  7. Total fragmentation is certain - very few models will work for everyone! Thursday, July 30, 2009 7
  8. Thursday, July 30, 2009 8
  9. The Printing Press brought us Copyright The Internet brings Usage- us Rights Thursday, July 30, 2009 9
  10. New Gen eratives 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! Thursday, July 30, 2009 10
  11. Music (Content) is first a Service and an Experience, and only then (maybe) a Product. Thursday, July 30, 2009 11
  12. A new social contract.... Thursday, July 30, 2009 12
  13. Let’s face it: We’ve had a great ride with physical media and Productized Content - but these days are the past. Thursday, July 30, 2009 13
  14. The challenge: Creating New Models! Content Consumption (all) Revenue Potential Success with Traditional Content Models Was Is 2 years 5 years Thursday, July 30, 2009 14
  15. We need to FORGET the value of distribution in the traditional music business model. There is only one question: what is your content worth, when, how, where...? Thursday, July 30, 2009 15
  16. Next Generation ‘Advertising’ New New Data Content Economy Economy Thursday, July 30, 2009 16
  17. Thursday, July 30, 2009 17
  18. Welcome to Thursday, July 30, 2009 18
  19. Our new reality: Use = Copy Thursday, July 30, 2009 19
  20. Soon: = Thursday, July 30, 2009 20
  21. = Thursday, July 30, 2009 21
  22. Social Networks are the next Broadcasters Thursday, July 30, 2009 22
  23. We are living in an age of Attention Challenge - Distribution is now just a default Image via http://flickr.com/photos/parsectraveller/ Thursday, July 30, 2009 23
  24. Decentralization. Pull. Merit. Trust. Thursday, July 30, 2009 24
  25. In: Brand Magnetism Thursday, July 30, 2009 25
  26. What is the value of Content? Thursday, July 30, 2009 26
  27. Asia is teaching us something Thursday, July 30, 2009 27
  28. Thursday, July 30, 2009 28
  29. Google & Free Music in China • Free / Feels Like Free Music for China! • Unlimited, unprotected downloads • Paid with Attention, $-ized via Ads • In China, little ‘cannibalization’ concerns • Google is willing to ‘lubricate’ • Industry willing because: China is ‘lost’ for traditional Copyright Thursday, July 30, 2009 29
  30. Thursday, July 30, 2009 30
  31. Google Examples Gives us great stuff for free - and gets us hooked Never messes with our trust - or apologizes Keeps inventing great stuff that makes life easier for us Puts US in the center of their strategies Asks us to share data in return WE are in charge of Google’s destiny Thursday, July 30, 2009 31
  32. A Culture of APIs: Build yours on mine Thursday, July 30, 2009 32
  33. Marketing as we know is dead Thursday, July 30, 2009 33
  34. Well... Thursday, July 30, 2009 34
  35. But thankfully Thursday, July 30, 2009 35
  36. Key trends Thursday, July 30, 2009 36
  37. The Browser is the new iPod Forrester Research: "Increased adoption of mobile data packages and of connected, dedicated portable media players like the iPod Touch are giving consumers on-the- go access to previously PC-tethered streaming experiences... Ownership becomes less important if the songs you want are available on demand and on the go." Thursday, July 30, 2009 37
  38. Creating added value around your core business Monetizing around your core business Thursday, July 30, 2009 38
  39. What IS the value of Content? • Quickly changing ways of consumption • Steep premiums for anything physical! • Good electronic UI / UX finally becomes feasible Thursday, July 30, 2009 39
  40. Nobody wants to pay anymore? Thursday, July 30, 2009 40
  41. Thursday, July 30, 2009 41
  42. •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 a strong value free of charge, but a certain percentage select to buy a premium offer beyond the free level •3rd party pays: someone else pays for my usage because they want access to me (and my data) Thursday, July 30, 2009 42
  43. Wisdom of crowds told me: Thursday, July 30, 2009 43
  44. How to get those $$ Thursday, July 30, 2009 44
  45. Thursday, July 30, 2009 45
  46. Freemium: a definitive model for mobile content Thursday, July 30, 2009 46
  47. Freemium and New Generatives: Pandora Convenience Premium Experience Personalization ‘Paying for Privacy’ Packaging Convenience Thursday, July 30, 2009 47
  48. Monetizing Thursday, July 30, 2009 48
  49. Quality of Access and Experience, Filtering, Context, Community, Packaging, Relevance, Timeliness, Authenticity.... The New Generatives *read kk.org Thursday, July 30, 2009 49
  50. The challenge: toll-booth moving Thursday, July 30, 2009 50
  51. New Generatives: Packaging Thursday, July 30, 2009 51
  52. New Generatives: Timeliness Thursday, July 30, 2009 52
  53. New Generatives: Direct Relationships Thursday, July 30, 2009 53
  54. New Generatives: Authenticity Thursday, July 30, 2009 54
  55. New Generatives: Added values Thursday, July 30, 2009 55
  56. New Generatives: Convenience Thursday, July 30, 2009 56
  57. New Generatives: Filtering & Curation Thursday, July 30, 2009 57
  58. ‘New Money’ Examples Thursday, July 30, 2009 58
  59. The B(r)and that Pulls Thursday, July 30, 2009 59
  60. Generating Attention •People want to get to know you •People must hear about you in many different places (not just your own) •People must hear about you repeatedly •Fish where the fish are Thursday, July 30, 2009 60
  61. The Future of Content: Copy $ down, Attention $$ up Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 0 Was Is Soon Near Future Mid-term Future Thursday, July 30, 2009 61
  62. Music Marketing Futures Thursday, July 30, 2009 62
  63. Kevin Kelly @ kk.org: When an offering becomes commoditized the solution is to offer valuable intangibles: 1. Immediacy - priority access, immediate delivery 2. Personalization - tailored just for you... ʻMeCastʼ 3. Interpretation & Filtering - support and guidance 4. Authenticity - making sure itʼs the real thing 5. Accessibility - wherever, whenever, however 6. Embodiment, Experience & Packaging 7. Community (i.e. the Tribes) 8. Findability & Curation Thursday, July 30, 2009 63
  64. Thursday, July 30, 2009 64
  65. Thanks for listening! Please talk back ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com Thursday, July 30, 2009 65
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×