Media 2.0 - The Future of the
Media, Content &
Entertainment Industries
‣ Futurist
‣ Strategist
‣ Author & Blogger
www.mediafuturist.com
twitter.com/gleonhard

From Fixed to Mobile
From Physical to Digital
From Consumers to Users
From Top-Down to Social
From One-Way to Interactive

Next: the Mobile becomes ‘The Internet’
s ?
e s
s in
b u
U R
Y O
g e
a n
ch
is
ll th
wi
ow
H

Convergence
Telecom
TV
Advertising
Internet Mobile
Media

Why Telecoms & Mobile Operators must get involved
• SMS and MMS will be greatly reduced by
increasing social network activities, fueled
by data flat rates for mobile devices
• Users will increasingly use Internet-based
tools to make phone & video calls
• Google becomes a major
communications player: GTalk,
Wave, Google Voice...
• Mobile phone applications on
open platforms are bypassing
the operators entirely

It used to be...
“Option”
“Extra”
Default

Soon:
The New
Premium
The new
‘Normal’

Experience
Embodiment
Access

Take note: Content
is first a Service &
an Experience -
and only then
(maybe) a Product.

How I read now

So will eBooks be pirated?
Don’t repeat the mistakes of the music industry:
DRM will not work (but will drastically reduce adoption)
Open formats and cross-platform standards are crucial
Prices should be 20-50% of the physical product
eBooks are a Service not a Product
New formats and $ models need to be created (e.g.
chapter compilations)
Bundles, flat-rates and subscriptions will be crucial

t h e
i n el
s d
i o
o
i sn M
t
c s
e e
t n
o si
r
P u

Content ‘Piracy’ issues
• Piracy is a business problem
• Piracy is often also a driver of new business
• We don’t compete with ‘Free’ - we compete
on Service and Added Values!

From Stuff to Bits

Enormous Value Shifts
Sales, Distribution & Marketing Costs
Content Ceration Costs
Traditional, Offline Content Revenues
Revenues of Offline Content Formats & Models simply moved Online
Potential Revenues of Web-Native Content Formats & Models
15
11.25
7.5
3.75

Content is only ~20% of the Cost
Thanks to Flickr.com/alextorrenegra

Expensive Cheaper Flat-Rated
New Ecosystem

The Mission: reinvent how to get the $$
Source: Universal McCann

The Success Formula:
Content + Context + Connectivity +
Community + Convenience

The Mobile
‘Consumption’
of Digital Goods
is the #1 Growth
Story of the next
Decade

Irresistible: ‘All you can eat’

Every abundance
creates new scarcities
- and these are what
you can sell

Social
Media
beats
eMail,
Video beats
Search

The Future: Engaging the user is crucial

Free gets you to
a place where
you can get
paid.
Quote by Fred Wilson, Union Square Ventures www.avc.com

‘Feels Like Free’ Content >> Paid Services

Media as a Service (MaaS)

Opportunities
MaaS
Bundling
Flat-Rates
Freemium
User-Generated
New Partnerships
Social Nets + Content

Thanks for listening!
• email me at
gerd@mediafuturist.com
• twitter.com/gleonhard
• Facebook: gleonhard
• more presentations at
www.mediafuturist.com