The Future of Media & ICT (Bilisim Zervis 2009)

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

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The Future of Media & ICT (Bilisim Zervis 2009)

by Gerd Leonhard on Oct 10, 2009

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The Future of Media & ICT (Bilisim Zervis 2009) — Presentation Transcript