The Future of News, Publishing, and Media (INMA 2010 Presentation)

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)

The Future will be a lot less linear

Governments Telecoms Authors & Creators Search Engines Advertisers Publishers Consumers Device Makers

Content 2.0 Collaboration Examples

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

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The Future of News, Publishing, and Media (INMA 2010 Presentation)

by Gerd Leonhard on Apr 27, 2010

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The Future of News, Publishing, and Media (INMA 2010 Presentation) — Presentation Transcript