Gerd Leonhard's presentation at the 2010 INMA World Congress in New York, April 27, 2010 (International News Marketing Association) http://www.inma.org/modules/event/2010WorldCongress/
Gerd Leonhard's presentation at the 2010 INMA World Congress in New York, April 27, 2010 (International News Marketing Association) http://www.inma.org/modules/event/2010WorldCongress/
Lora Gi, Student at UnivNice presentation.. Interesting thoughts...i think social interactivity and trust building (transparency) are vital Lora - http://iphonereviews.org/3 years ago
The Future of News, Publishing, and Media (INMA 2010 Presentation)Presentation Transcript
The Future of News, Publishing, and Media:
How to Monetize Content in the next 3 Years
Gerd Leonhard, Media Futurist, CEO: The Futures Agency
www.mediafuturist.com Twitter: @gleonhard
Foresight is absolutely crucial
Image via Slideshare.net/unknown
Global connectivity will increase faster than you may think
From Wikipedia: By allowing direct connection to core networks and 3G
Cellular/WiMAX towers, the O3b Networks system will completely
change the economics of telecommunications infrastructure in the
world's fastest-growing markets for communications services
Fragmentation is one of the chief results
of cheap, fast and mobile Connectivity
...and increasing Disembodiment of Content
The other 3 Billion
(O3B) are coming
And they will not use Computers to connect
Computer = Work
iPhone | Smart Phones = Kind of Work
iPad | Tablets = not Work (mostly)
Right now: Transition Trauma *hat tip to Alan Moore
The old business logic is failing
but new models are still very sketchy
A painful but very promising transition
And so the weapons are coming out...
Image via flickr.com/dunechaser
But Monetization will only
be found at the Intersections
Content
CE / Devices
Advertising Telecom
New kinds of Advertising
will fund a lot of ‘free’ content
Video Source: ‘Built by the Factory’ / Youtube
Data is the new Oil
$1 Trillion
Moving to the Cloud: Content as a Service
Content in the Cloud •• $ in the Cloud
•Content Bundles with Mobile
Operators, Telcos and ISPs
(flat-rated, revenue-shared, ad-supported etc)
•Flat-rate Access bundled into
Cloud-Connected Devices
Connected
Audiences:
$ from Trust
not Control
The reality is that consumers have changed
Build new Ecosystems or risk Failure
Walled Gardens can be nice - but most will fail
Image via drm.info
The connected user pays because of
Trust, Value, Peer Recommendation
- not because they are forced to.
Getting paid for Digital Content
Strong Values & Compelling Reasons
Irresistible
Price-Points
i.e fair &
transparent
metering
Ease of Payment,
Packaging & Interface
Few will pay for the words, the flow, the
pure information, the copies of 0s and 1s
Many will pay for packaging,
curation, filtering, sense-making...
Curation & Filtering
Aggregation & Selection
Sense-Making & Relevance
Quality Control (Trust Guarantee)
Customization & Personalization
Cloud-to-Device Management
Interfaces and Packages
Location-based services
A better way to share experiences
Curation is a real $ Value
Personalization is a real $ Value
I pay, you pay, they pay *Inspired by Shelly Palmer
Subscriptions
Micro-Payments
Bundles
Applications Social Payments
Flat Rates Telcos & ISPs
Advertisers
Device Makers
Governments
Patronage
Who will pay, for what, when, how?
Defining Content 2.0
Mobile
Immersive
Cross-Media
Participatory
Experiences
Immersive
Cross-Media
Participatory
Sharing will drive real $$
Experiences
Source: HBR.org
Reasons for Optimism
It’s not the ‘End of the Old’
It’s the complete convergence
of Old and New.
Print & Digital
Web & TV
The Cloud & Smart Devices
Selling Copies & Selling Access
Control & Trust
Experts & Users aka Consumers
Things will get better. New $ will flow.
Summary
• Think mobile, web-native, social, location
• Solid monetization will only be achieved
via a new, collaborative content ecosystem
• New kinds of ads and ‘data-oil’ will indeed
fund lots of content, going forward
• Getting paid is the result of a careful
balance of value and price
• Bank on trust not control
• Embrace what is not
what should be
Thanks for your attention!
email me at gerd@mediafuturist.com
twitter.com/gleonhard
Facebook: gleonhard
Donald Cho
Interesting thoughts...i think social interactivity and trust building (transparency) are vital
Lora - http://iphonereviews.org/ 3 years ago
3 years ago