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

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 Presentation Transcript

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