TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010

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

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.

Un-Connected Hyper-Connected

A painful but very promising transition

...and increasing disembodiment of Content

Governments Telecoms Authors & Creators Search Engines Advertisers Publishers Consumers Device Makers

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, revenue-shared, ad-supported etc) • Flat-rate Access bundled into Cloud-connected Devices (with up-selling build-in!) Source: Comscore 2010

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

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

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 transparency Too many people talking Too much disruption by new players

Soon: as a Business Model, Control is dead

Advertising Telecom Content Device Makers

The biggest opportunities are based Disruption on unprecedented Collaboration across this new Ecosystem

Today: a digital Bermuda triangle

Real Monetization will only be found at the Intersections Content CE / Devices Advertising Telecom

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 Pipe

TeleMedia Paradigm Shifts Focus on Control Opportunities for Growth 10 7.5 Collaboration 5 Disruption 2.5 0 Calls SMS Data Content Services Experiences

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 www.mediafuturist.com

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TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010

by Gerd Leonhard on May 17, 2010

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TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010 — Presentation Transcript