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TeleMedia Futures (eComm Amsterdam 2009)

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Futurist Gerd Leonhard's presentation at eComm 2009

Futurist Gerd Leonhard's presentation at eComm 2009

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Transcript

  • 1. Telemedia Futures ‣ Futurist by Gerd Leonhard ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard
  • 2. Media was a simple game... until now
  • 3. The past EGOsystem
  • 4. The Future ECOsystem
  • 5. EgoSystem to EcoSystem Future success in Telecom will not be possible without real & deep engagement in Media & Content (and therefore, Advertising, too)
  • 6. Mobile + Social + Video: Major Game Changers in Telecom & Media
  • 7. Social Media beats eMail ! Video beats Search...?
  • 8. Source: STLPartners / Telco20.net
  • 9. Upstream Downstream Source: STLPartners / Telco20.net
  • 10. Key vortex-speed drivers
  • 11. Expensive Cheaper Flat-Rated New Ecosystem
  • 12. Content: pricing logic will flip Price Users 100 75 50 25 0 Was Will be
  • 13. Content is only ~20% of the Cost Thanks to Flickr.com/alextorrenegra
  • 14. The future: Bundle + ++ ++ High-Def Live Streams Virtual Goods Social Commerce ...
  • 15. Content: where is the value? 100% Content / Copy
  • 16. Content: where is the value? Content Context Curation 10% Timeliness 20% Embodiment Relevance 15% Others 5% 20% 10% 20%
  • 17. 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.
  • 18. Lubricate the system and make content liquid
  • 19. The quickest path towards economic suicide
  • 20. But: the content pricing & licensing issues cannot be solved without the solid engagement of Telecoms, ISPs and Operators (as well as the Advertisers)
  • 21. Source: Techcrunch UK Public, open and standardized Content Licenses
  • 22. Advertising (2.0) Telecom Social Networks
  • 23. Rights holders and content owners have the choice between Control and declining Revenues or ‘Open’ and new Revenues
  • 24. Please: forget most of what you know about Advertising
  • 25. Source: PaidContent.org
  • 26. Friction is Fiction
  • 27. TeleMedia Futures Content & Media Telecom Social Networks Advertising
  • 28. The Opportunity: Lubricate!
  • 29. Telcos can no longer ignore the need to solve the content problem online
  • 30. Free gets you to a place where you can get paid. Quote by Fred Wilson, Union Square Ventures www.avc.com
  • 31. • 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
  • 32. 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
  • 33. It’s not (just) about transporting the bits - it’s about transporting The Meaning.
  • 34. Media as a Service (MaaS)
  • 35. Summary
  • 36. Thanks for your time email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard more presentations at www.mediafuturist.com