New Media Futures:
What’s next for Content and Creativity
Presentation at the RSA London
April 8, 2009
★ twitter.com/gleonhard
★ www.mediafuturist.com
★ www.music20thebook.com
★ www.gerdtube.com & .net

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

(just)

The Age of Collaboration:
Egosystem
becomes
Ecosystem

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

Source: The Standard

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

BRIC:
• Straight to Digital Content
• Straight to Bundled Access
• Straight to Mobile
• Straight to next-gen Advertising

But: is ‘Content’ ready for this Future...?
Source: 43 Folders.com

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

$3 per app to do what
people would do for free,
anyway: listen to their music
A great alternative to
getting Radio-Play (i.e.
NetPlay)
A great way to sell
concert tickets and offer other
location-based services
A direct line of
communication - from band
to fan - is worth Gold

This is where Content resides now...

The Future of Content is in
Cloud and the
the
Crowd

• Collaborative Revenue Models
•The joint development
of New Generatives
based on Open Access

• Collaborative Revenue Models
•The joint development
of New Generatives
based on Open Access

Listening, Reading or Watching
=
Keeping, Copying
& Sharing

‘Free’
‘Free’

’
e
re
‘F

We need to license Content on the Internet like we
license Radio - starting with Music
• Online access = music access
• Music access = payment included
• Create a new ecosystem on-top!

The Printing Press
brought us
Copyright
The Internet brings
Usage-
us
Rights

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

My Translation: where we can still try to
control distribution we will not allow this -
and where it’s a lost cause we will
agree to new models?

Next
Generation
‘Advertising’
New
Content
New Data
Economy
Economy

PRS: “Google had revenues of $5.7B in the last Q 08”
Source: PaidContent.org
Youtube’s hosting costs were estimated at $ 360 Million in 2008
Youtube will stream 100 Billion videos in 2009
0.01 Euro per stream would mean 1 Billion Euros / year in
music licensing fees *if all videos had music *for the composers only!

The Past:Controlling Content
Distribution = $$$$

The Future: Making Content
Available = $$$

In this world, Permission, Attention
and Trust leads to Remuneration

Or... this?
How about this?
Do you believe this?

So should we control what People do online
in order to protect a traditional business model?

So should we control what People do online
in order to protect a traditional business model?

‘New Money’ Examples

‘New Money’ Examples

Quality of Access and Experience, Filtering,
Context, Community, Packaging,
Relevance, Timeliness, Authenticity....
The New Generatives *read kk.org

Creating added value around Content

To get to the ‘new money’
we urgently need to legalize
what is already a default
cultural paradigm:
Accessing, copying
and sharing Content

The Future of Content is...Open

With a new Internet
license for Music we
don’t just sell
something - we also
buy something!

Advertising...?

Welcome to the Culture of Collaboration
• Collaborative value creation: new $$$ together
•Make Money around the content
•Compensation not Control

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

Permission

Thanks for listening!
Please talk back
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
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