TeleMedia Futures
      by Gerd Leonhard
         TMForum Nice 2010



                             www.mediafuturist.com
...
Fast, cheap, mobile and social
Connectivity changes everything. Literally.
What do you make out of this...?




Source: Slideshare Network
Cable TV Under Fire...?
A Broadcast World
and a Networked World
It’s not the ‘End of the Old.’
It’s the total Convergence of
         Old and New.
Total Convergence

         Print | Digital
           Web | TV
      The Cloud | Storage
Selling Copies | Provide Access
...
Un-Connected



Hyper-Connected
A painful but very promising transition
...and increasing disembodiment of Content
Governments    Telecoms




Authors & Creators               Search Engines




   Advertisers                        Publ...
Preventing the inevitable...?
In 5 years: Education will be 30% digital
Media as a Service (MaaS)
The Cloud ••• The Crowd
Content in the Cloud - $ in the Cloud

• Bundled Content Offerings from
 Mobile Operators, Telcos and
 ISPs (flat-rated, r...
I pay, you pay, they pay   *Inspired by Shelly Palmer




Subscriptions
                                       Micro-Payme...
Data is the new Oil
UGC, shared bookmarks, playlists, social markers,
  click-trails, opt-in information such as location,...
It used to be

Control = Money
Scarcity •• Friction •• Attention = $$$$
Soon: as a Business Model, Control is dead

    Too expensive to dominate

      Too many moving parts

      Too much tra...
Soon: as a Business Model, Control is dead
Advertising
  Telecom
Content
    Device Makers
The biggest opportunities are based
                          Disruption
 on unprecedented Collaboration
    across this n...
Today: a digital Bermuda triangle
Real Monetization
will only be found at the
      Intersections
          Content
       CE / Devices
Advertising      Tel...
Forget most of what you know about Advertising
New kinds of Advertising
will fuel TeleMedia & Content
One of the Futures of Mobile Advertising
30% + of all Advertising will be
 digital / interactive / mobile /
    social within 2-3 years,
              globally.
The Redefinition of ‘Telecom’

Platform for Experiences

       Service Pipe

         Content Pipe
              Data
   ...
TeleMedia Paradigm Shifts
                         Focus on Control
                         Opportunities for Growth
  10...
Not ‘if’ but ‘how’ ‘when’ ‘where’....!
Think ‘cars’ not faster horses
So, to summarize

Control ≠ Money
Lubricate
the digital, mobile, social
   Content Economy



                Source: Scholz & Friends / Youtube
Thanks for your time
   gerd@mediafuturist.com

    twitter.com/gleonhard
    Facebook: gleonhard
   more presentations at...
TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010
TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010
TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010
TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010
TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010
TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010
TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010
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TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010

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My presentation at TMForum 2010 Management 2010 in Nice see http://www.tmforum.org/ManagementWorld2010/KeynotePerspectives/8129/Home.html#leonhard

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TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010

  1. 1. TeleMedia Futures by Gerd Leonhard TMForum Nice 2010 www.mediafuturist.com twitter.com/gleonhard ‣ Futurist (Media & Communications) ‣ CEO The Futures Agency ‣ Author & Think-Tank Leader
  2. 2. Fast, cheap, mobile and social Connectivity changes everything. Literally.
  3. 3. What do you make out of this...? Source: Slideshare Network
  4. 4. Cable TV Under Fire...?
  5. 5. A Broadcast World and a Networked World
  6. 6. It’s not the ‘End of the Old.’ It’s the total Convergence of Old and New.
  7. 7. Total Convergence Print | Digital Web | TV The Cloud | Storage Selling Copies | Provide Access Content | Advertising Control | Trust Producers | Users
  8. 8. Un-Connected Hyper-Connected
  9. 9. A painful but very promising transition
  10. 10. ...and increasing disembodiment of Content
  11. 11. Governments Telecoms Authors & Creators Search Engines Advertisers Publishers Consumers Device Makers
  12. 12. Preventing the inevitable...?
  13. 13. In 5 years: Education will be 30% digital
  14. 14. Media as a Service (MaaS)
  15. 15. The Cloud ••• The Crowd
  16. 16. Content in the Cloud - $ in the Cloud • Bundled Content Offerings from Mobile Operators, Telcos and ISPs (flat-rated, revenue-shared, ad-supported etc) • Flat-rate Access bundled into Cloud-connected Devices (with up-selling build-in!) Source: Comscore 2010
  17. 17. I pay, you pay, they pay *Inspired by Shelly Palmer Subscriptions Micro-Payments Bundles Applications Social Payments Flat Rates Telcos & ISPs Advertisers Device Makers Taxes / Levies Patronage
  18. 18. Data is the new Oil UGC, shared bookmarks, playlists, social markers, click-trails, opt-in information such as location, ratings, comments, tags, like’s & other feedback
  19. 19. It used to be Control = Money
  20. 20. Scarcity •• Friction •• Attention = $$$$
  21. 21. Soon: as a Business Model, Control is dead Too expensive to dominate Too many moving parts Too much transparency Too many people talking Too much disruption by new players
  22. 22. Soon: as a Business Model, Control is dead
  23. 23. Advertising Telecom Content Device Makers
  24. 24. The biggest opportunities are based Disruption on unprecedented Collaboration across this new Ecosystem
  25. 25. Today: a digital Bermuda triangle
  26. 26. Real Monetization will only be found at the Intersections Content CE / Devices Advertising Telecom
  27. 27. Forget most of what you know about Advertising
  28. 28. New kinds of Advertising will fuel TeleMedia & Content
  29. 29. One of the Futures of Mobile Advertising
  30. 30. 30% + of all Advertising will be digital / interactive / mobile / social within 2-3 years, globally.
  31. 31. The Redefinition of ‘Telecom’ Platform for Experiences Service Pipe Content Pipe Data Pipe
  32. 32. TeleMedia Paradigm Shifts Focus on Control Opportunities for Growth 10 7.5 Collaboration 5 Disruption 2.5 0 Calls SMS Data Content Services Experiences
  33. 33. Not ‘if’ but ‘how’ ‘when’ ‘where’....!
  34. 34. Think ‘cars’ not faster horses
  35. 35. So, to summarize Control ≠ Money
  36. 36. Lubricate the digital, mobile, social Content Economy Source: Scholz & Friends / Youtube
  37. 37. Thanks for your time gerd@mediafuturist.com twitter.com/gleonhard Facebook: gleonhard more presentations at www.mediafuturist.com
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