TeleMedia Futures (eComm Amsterdam 2009)

Telemedia Futures ‣ Futurist by Gerd Leonhard ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard

Media was a simple game... until now

The past EGOsystem

The Future ECOsystem

EgoSystem to EcoSystem Future success in Telecom will not be possible without real & deep engagement in Media & Content (and therefore, Advertising, too)

Mobile + Social + Video: Major Game Changers in Telecom & Media

Social Media beats eMail ! Video beats Search...?

Source: STLPartners / Telco20.net

Upstream Downstream Source: STLPartners / Telco20.net

Key vortex-speed drivers

Expensive Cheaper Flat-Rated New Ecosystem

Content: pricing logic will flip Price Users 100 75 50 25 0 Was Will be

Content is only ~20% of the Cost Thanks to Flickr.com/alextorrenegra

The future: Bundle + ++ ++ High-Def Live Streams Virtual Goods Social Commerce ...

Content: where is the value? 100% Content / Copy

Content: where is the value? Content Context Curation 10% Timeliness 20% Embodiment Relevance 15% Others 5% 20% 10% 20%

What matters is no longer that we can actually connect and ‘download‘ all of it but who we connect with and what we actually get i.e. Content, Context, Curation, Community.

Lubricate the system and make content liquid

The quickest path towards economic suicide

But: the content pricing & licensing issues cannot be solved without the solid engagement of Telecoms, ISPs and Operators (as well as the Advertisers)

Source: Techcrunch UK Public, open and standardized Content Licenses

Advertising (2.0) Telecom Social Networks

Rights holders and content owners have the choice between Control and declining Revenues or ‘Open’ and new Revenues

Please: forget most of what you know about Advertising

Source: PaidContent.org

Friction is Fiction

TeleMedia Futures Content & Media Telecom Social Networks Advertising

The Opportunity: Lubricate!

Telcos can no longer ignore the need to solve the content problem online

Free gets you to a place where you can get paid. Quote by Fred Wilson, Union Square Ventures www.avc.com

• Social Networks are Broadcasters (yes... like Radio & TV) • These Broadcasts will be mostly mobile • Social Networks are where next Generation Advertising will go first • Content owners have no choice but to accommodate these audiences in terms of pricing and usage models

Data is the new Oil... Shared bookmarks, playlists, social markers Click-trails and digital bread-crumbs Opt-in information such as location Ratings, comments, tags and other feedback

It’s not (just) about transporting the bits - it’s about transporting The Meaning.

Media as a Service (MaaS)

Summary

Thanks for your time email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard more presentations at www.mediafuturist.com

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TeleMedia Futures (eComm Amsterdam 2009)

by Gerd Leonhard on Oct 29, 2009

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TeleMedia Futures (eComm Amsterdam 2009) — Presentation Transcript