RSA London: The Future Of Content And Creativity Gerd Leonhard @RSA London March 2009

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The internet is radically disrupting most of the traditional content distribution and selling models, starting with music and games, followed by TV, film, books and print publishing. Once everyone is …

The internet is radically disrupting most of the traditional content distribution and selling models, starting with music and games, followed by TV, film, books and print publishing. Once everyone is always-on, mobile and hyper-connected, and everything is available everywhere, how will content be created, distributed, marketed, consumed, and paid for? Who will do what, for whom, and how will the traditional players such as broadcasters, record labels, publishers and distributors adapt? If new players, starting with telecoms, device makers, advertisers and brands, indeed move into the content business, what will be their challenges and opportunities?

Picture 22 Given the challenging financial climate, how do we reconcile the need to reward enterprise and secure sustainable revenue streams, with the expectations and demands of the “freeconomics” generation? What kind of legal, regulatory and cultural framework do we need to ensure that this new eco-system of creators, consumers and intermediaries generates more benefits for all involved? More http://www.mediafuturist.com/2009/04/the-future-of-content-creativity-my-presentation-at-the-rsa-in-london-april-8.html

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  • 1. 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
  • 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
  • 3. (just)
  • 4. The Age of Collaboration: Egosystem becomes Ecosystem
  • 5. 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
  • 6. Source: The Standard
  • 7. TOTAL Mobility Everywhere CONSTANT Peering and Connecting DEEP Oceans of Content & Information
  • 8. BRIC: • Straight to Digital Content • Straight to Bundled Access • Straight to Mobile • Straight to next-gen Advertising
  • 9. But: is ‘Content’ ready for this Future...? Source: 43 Folders.com
  • 10. The Future of Content: Copy $ down, Attention $$ up Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 0 Was Is Soon Near Future Mid-term Future
  • 11. $3 per app to do what people would do for free, anyway: listen to their music A great alternative to getting Radio-Play (i.e. NetPlay) A great way to sell concert tickets and offer other location-based services A direct line of communication - from band to fan - is worth Gold
  • 12. This is where Content resides now...
  • 13. The Future of Content is in Cloud and the the Crowd
  • 14. • Collaborative Revenue Models •The joint development of New Generatives based on Open Access
  • 15. • Collaborative Revenue Models •The joint development of New Generatives based on Open Access
  • 16. Listening, Reading or Watching = Keeping, Copying & Sharing
  • 17. ‘Free’ ‘Free’
  • 18. ’ e re ‘F
  • 19. We need to license Content on the Internet like we license Radio - starting with Music • Online access = music access • Music access = payment included • Create a new ecosystem on-top!
  • 20. The Printing Press brought us Copyright The Internet brings Usage- us Rights
  • 21. Google & Free Music in China • Free / Feels Like Free Music for China! • Unlimited, unprotected downloads • Paid with Attention, $-ized via Ads • In China, little ‘cannibalization’ concerns • Google is willing to ‘lubricate’ • Industry willing because: China is ‘lost’ for traditional Copyright
  • 22. My Translation: where we can still try to control distribution we will not allow this - and where it’s a lost cause we will agree to new models?
  • 23. Next Generation ‘Advertising’ New Content New Data Economy Economy
  • 24. PRS: “Google had revenues of $5.7B in the last Q 08” Source: PaidContent.org Youtube’s hosting costs were estimated at $ 360 Million in 2008 Youtube will stream 100 Billion videos in 2009 0.01 Euro per stream would mean 1 Billion Euros / year in music licensing fees *if all videos had music *for the composers only!
  • 25. The Past:Controlling Content Distribution = $$$$
  • 26. The Future: Making Content Available = $$$
  • 27. In this world, Permission, Attention and Trust leads to Remuneration
  • 28. Or... this? How about this? Do you believe this?
  • 29. So should we control what People do online in order to protect a traditional business model?
  • 30. So should we control what People do online in order to protect a traditional business model?
  • 31. ‘New Money’ Examples
  • 32. ‘New Money’ Examples
  • 33. Quality of Access and Experience, Filtering, Context, Community, Packaging, Relevance, Timeliness, Authenticity.... The New Generatives *read kk.org
  • 34. Creating added value around Content
  • 35. To get to the ‘new money’ we urgently need to legalize what is already a default cultural paradigm: Accessing, copying and sharing Content
  • 36. The Future of Content is...Open
  • 37. With a new Internet license for Music we don’t just sell something - we also buy something!
  • 38. Advertising...?
  • 39. Welcome to the Culture of Collaboration • Collaborative value creation: new $$$ together •Make Money around the content •Compensation not Control
  • 40. ‘Free’ gets my Attention... Merit and Trust gets my Money.
  • 41. Permission
  • 42. Thanks for listening! Please talk back ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com