The Future of ICT / TIME: Futurist Gerd Leonhard in Cologne (NSN)

The Future of ICT: Realizing new economic values in Content, Social Media and Mobility Transformation

The global economic fabric has changed

If the misison is then this is a good question to ask: are our assumptions still valid?

Broadband Culture: The basic Challenge - and the Opportunities •Bundle •Filter •Aggregate •Curate •Contextualize •Personalize Offer a ‘Home’

Digital Content is a major growth factor in ICT Bundles and Flat Rates will boost this Much larger potential (imho) Huge potential once licensing is standardized and 100% collective Source: IBM Institute for Business Value Study

Digital Content, Ud&gC & Social Media will be the main drivers of growth in the Telecom space

In ICT / TIME, this transition means Getting involved with building a new Content Ecosystem Getting involved with creating Advertising 2.0 Moving up the Foodchain Embracing Social Media / Social Business & UGC

Starting in 2009: • Total convergence of Telecom & Web Layers • Deep collaboration becomes the KEY requirement for creating new business opps • Over-the top layers (search, social media...) must come down, telecoms must move up!

This is where Content resides now...

This is also where new $$ reside now...

The Future is in the Cloud and the Crowd

User Enablement becomes a prime objective http://www.flickr.com/photos/bip/

The Future of Content: Attention-based Income Explodes Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 0 Was Is Soon Near Future Mid-term Future

Music: a good example of how not to do this...

Source: kk.org New collective, blanket licenses for digital content - starting with Music - are inevitable

Copy Economy Access / Usage / Sharing Economy

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

The biggest opportunities will rely on deep collaboration across the Ecosystem

Media & l ContenT a i Adver- Search c tising a o i ‘Social’ S c o Location

Remember this one...? Source: Sander Duivestein

Media ocial S siness ocial Bu S puting al Com Soci

Have you ever seen an ad that says “Search with Google”?

The fuel: http://flickr.com/photos/farquhar/

The Telecom sector needs to get involved in making ‘free’ web content monetizable

The switch from Closed to Open: Software

The switch from Closed to Open: News Media

The switch from Closed to Open: Elsewhere

Example: The Future of Television

Don’t prevent. Enable. Engage. Monetize.

The toll-booth challenge in digital content

21st century content economics influenced by Kevin Kelly, Chris Anderson, Don Tapscott, Yochai Benkler... Conversation Convenience Selection / Filtering Packaging Individualization Immediacy Tr u s t

Example of creating added value around Content

Turning the USERs into $$

The Redefinition of ‘Telecom’ Experience Platform Service Pipe Content Pipe Data Pipe

Next Generation Advertising New Content Economy New Data Economy

Focus on Control Opportunities for Growth 10 7.5 5 2.5 0 Calls SMS Data Content Services Experiences

Communications Advertising Content

Trust Transparency Conversation Collaboration Social UGC MOBILE Platforms Applications Ads 2.0 Content

Thanks for listening Gerd Leonhard www.mediafuturist.com Twitter.com/gleonhard gerd@mediafuturist.com

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The Future of ICT / TIME: Futurist Gerd Leonhard in Cologne (NSN)

by Futurist Gerd Leonhard

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The Future of ICT / TIME: Futurist Gerd Leonhard in Cologne (NSN) Presentation Transcript