“The Future of Media”
Presentation by Gerd Leonhard

‣            ★ twitter.com/gleonhard
  Futurist
‣ Strategist ★ www.me...
All of a sudden

                           COMMU-
                                   MEDIA
                          NICA...
Bundles and Flat
                                          Rates will drive this

 MUCH bigger
potential (imho)




      ...
Think: Mobile + Content +Social Nets
The Music Industry: a good example of
how not to do this...
Larry Lessig (and me, too ;):


Compensation
    not
  Control
Digital Content Trends

       Music     Video     Games       Books       Mags & Print

           Percentage of Revenues...
Digital Content Trends
Copy Economy



Access / Usage /
Sharing Economy
Starting in 2009:
• Total convergence of Telecom & Web Layers
• Deep collaboration becomes the KEY
  requirement for creat...
2010: ‘Telecom’ and Media = TeleMedia


Experience Platform
        Service Pipe
          Content Pipe

              Dat...
Media will follow the switch from Closed to Open
From Domination to Collaboration




                                   Source: Nokia




 Google China President Kai Fu L...
Source: Susan Fassberg
Meet the 2nd
biggest
music retailer
in
Indonesia...
Kevin Kelly @ kk.org
Value of ‘a Copy’            Value of CONTEXT
         Value of Meta-Content        Value of Experiences
         Value of...
Media $$$: no
longer about
 Distribution
Should ISPs to control what people do online??
In the meantime...
New forms of Reputation and Status?
Social Media is becoming... CRM!
A new driver of commerce: Sharism
The Sharing Economy Logic
        ...the Output (i.e. publish, re-
        mix, co-create, life-stream...)
        the Inp...
New Data                 New Content
                          Economy
Economy



              Next
           Generation...
The new Generatives of Content
influenced by Kevin Kelly, Chris Anderson, Don Tapscott, Yochai Benkler...

              C...
Example: the difference between




   iStockphoto photos are purchased
   because of:
  • Much better metadata.
  • Bette...
New Generatives and The Future of Television
The TV experience is becoming
unified across all screens
What’s new about that?
• Your own, unique selection
  of add-ons, widgets and
  applications on all platforms
• This TV
 k...
And how will we experience all this?
Turning the USERs into $$
Summary
Participate or be participated!
Thanks for your time!




TALK BACK:
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
★ facebook: gleonhard
★ ...
The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009
The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009
The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009
The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009
The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009
The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009
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The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009

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Futurist Gerd Leonhard talks about the new data-content-advertising economy. Monolog to conversation, dominance to collaboration, ownership to access. More at www.mediafuturist.com

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The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009

  1. 1. “The Future of Media” Presentation by Gerd Leonhard ‣ ★ twitter.com/gleonhard Futurist ‣ Strategist ★ www.mediafuturist.com ‣ Author
  2. 2. All of a sudden COMMU- MEDIA NICATION & ADVER- & SEARCH CONTENT ENTER- TISING TAIN- TELE- MENT COM
  3. 3. Bundles and Flat Rates will drive this MUCH bigger potential (imho) Huge potential - once licensing issues are solved Source: IBM Institute for Business Value Study
  4. 4. Think: Mobile + Content +Social Nets
  5. 5. The Music Industry: a good example of how not to do this...
  6. 6. Larry Lessig (and me, too ;): Compensation not Control
  7. 7. 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
  8. 8. Digital Content Trends
  9. 9. Copy Economy Access / Usage / Sharing Economy
  10. 10. 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...) will come down, telecoms will move up!
  11. 11. 2010: ‘Telecom’ and Media = TeleMedia Experience Platform Service Pipe Content Pipe Data Pipe
  12. 12. Media will follow the switch from Closed to Open
  13. 13. From Domination to Collaboration Source: Nokia Google China President Kai Fu Lee: “Mutual Interest, rather than Monopoly, is the key to sustainable growth”
  14. 14. Source: Susan Fassberg
  15. 15. Meet the 2nd biggest music retailer in Indonesia...
  16. 16. Kevin Kelly @ kk.org
  17. 17. Value of ‘a Copy’ Value of CONTEXT Value of Meta-Content Value of Experiences Value of Packaging Value Trends (by Gerd Leonhard) Value of Context 100% Value of Experience Value of Meta-Content Value of Packaging 75% 50% 25% Value of ‘a Copy’ 0% Was Is Soon The Future
  18. 18. Media $$$: no longer about Distribution
  19. 19. Should ISPs to control what people do online??
  20. 20. In the meantime...
  21. 21. New forms of Reputation and Status?
  22. 22. Social Media is becoming... CRM!
  23. 23. A new driver of commerce: Sharism
  24. 24. The Sharing Economy Logic ...the Output (i.e. publish, re- mix, co-create, life-stream...) the Input (i.e. remuneration in cash, attention, reputation...) ... the Thruput (i.e. usage data, meta content, attention trails >> New Data Economics)
  25. 25. New Data New Content Economy Economy Next Generation Advertising
  26. 26. The new Generatives of Content influenced by Kevin Kelly, Chris Anderson, Don Tapscott, Yochai Benkler... Conversation Convenience Selection / Filtering Packaging Individualization Immediacy Tr u s t
  27. 27. Example: the difference between iStockphoto photos are purchased because of: • Much better metadata. • Better findability. • Faster service. • Low & attractive price-points
  28. 28. New Generatives and The Future of Television
  29. 29. The TV experience is becoming unified across all screens
  30. 30. What’s new about that? • Your own, unique selection of add-ons, widgets and applications on all platforms • This TV knows who you are!
  31. 31. And how will we experience all this?
  32. 32. Turning the USERs into $$
  33. 33. Summary
  34. 34. Participate or be participated!
  35. 35. Thanks for your time! TALK BACK: ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com
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