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