The Future of Media: Lecture at Estacio de Sa in Rio de Janeiro June 26 2010

The Future of Media Presentation at Estacio de Sa Rio de Janeiro June 26 2010 Gerd Leonhard Media Futurist The Futures Agency

What I do: www.mediafuturist.com www.twitter.com/gleonhard

Business grows when shared

The Conversation happens with or without you

Tomorrow Today

Going Direct is becoming possible

But the Internet is not a Rose Garden

Business 2.0

Explosive Fragmentation

Not just consumption but Sharing and (Co)-Creation are the key drivers in the Future of Media

Media 2.0: Sharing is not subject to Renegotiation Youtube.com/user/ScholzundFriends Source: Fastcompany

The World’s OS is Morphing OS i al oc , S e w n A

A Broadcast World and a Networked World

Closed, Controlled, Exclusive = Money

Power was about what you can control Now, Power is about what you can unleash

Welcome to the New Normal

The Future is Collaboration The global, social ‘Brain’

On Cable, the Networks ruled

In a Broadband World, the Users - and their Amplifiers - rule *

“Business Model Failure” Image Source: IFPI.org

Beware of Toxic Assumptions Giving Permission to use

Connected Users will increasingly - and exponentially - organize against what they feel are obsolete and outmoded structures

Legacy Media Social Media

The Future

Open = Risks. But Closed = Irrelevance

Selling ‘copies’ is a shrinking business Image Source: kk.org / Kevin Kelly

Selling ‘access’ is an exploding business

Good luck!

Everything we like... forbidden?

People buy when the value, the timing and the package is right

Media 2.0

Yes, people do spend $ on content online!

EGOsystem ECOsystem

Whatever I can get Exactly what / when / where / how I want

Was: “my success - my money”

Now: “Our Success - Our Gains”

All future success will be based on unprecedented hyper-collaboration

Such as

Image Source: Photobucket We need to lose our fear of ‘depending too much on others’

Businesses - and their leaders - become Connectors (not just Directors)

Privacy is now an action we must take

Unintended consequences will occur

Privacy is an Action we must take

Links are the Currency

Content ‘Piracy’ is Market Failure e y o n = M ive lu s xc , E led o l n tr Co d, se Clo

The Future: Flat-rated & bundled Content

The Internet is the new Radio

Image Source: Ars Electronica 2008 New Social Contracts

versus

Paying because it’s easier, better, fair- priced, value, convenience...!

The Future of Selling is... Connecting.

Brands are either Networked. Or Invisible i.e....Dead.

Thanks for your attention! email me at gerd@mediafuturist.com Twitter: gleonhard Facebook: gleonhard LinkedIn: gleonhard

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The Future of Media: Lecture at Estacio de Sa in Rio de Janeiro June 26 2010

by Gerd Leonhard on Jun 26, 2010

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The Future of Media: Lecture at Estacio de Sa in Rio de Janeiro June 26 2010 — Presentation Transcript