The Future of Tele-Media and Digital Content (Telco2.0 Conference)

Tele-Media & Digital Content Futures by Gerd Leonhard www.mediafuturist.com ‣ Futurist twitter.com/gleonhard ‣ Strategist ‣ Author & Blogger

Let’s consider these trends:

Copy Economy Access / Usage / Sharing Economy

From Copy to Access + + + From Product to Service

Source: PaidContent.org

The Future of Content it’s really all just about 2 things: User fka Creator Consumer

New, web-native toll-booth strategies

The Past: Revenues based on controlling Consumers

Enforcing Payment...? Controlling Copies...? Source: ABC (Australia)

The past: revenues based on Controlling Distribution =

The Future: Revenues based on Converting Attention Open Mobile Social ‘Free’

Future success in Content will not be achieved without giving new content licenses to Telecoms, ISPs and Operators Future success in Telecom will not be achieved without real & deep engagement in Media & Content (and therefore Advertising)

Content Futures: where is the value? Content Context Curation 5% Timeliness 20% Embodiment / Packaging 15% Relevance Others 15% 15% 10% 20% 100% Content / Copy

Content owners can’t, shouldn’t and don’t have to compete with Free Copies Instead, content owners can compete with: Authenticity Unique experiences Added Values Packaging and Embodiment Timeliness (Real-Time) Curation Context Personalization & Customization Web-Native Values

Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is Scarce Source: ReadWriteWeb.com

Direct, immediate, certified, personal content delivery How much of a premium would you pay to receive the new song the very moment it is finished, from the creator, himself, certified, personalized... guaranteed?

Relevant, customizable, time-saving Curation How much of a premium would you pay to get the 50 best chapters from the 50 best business books, in a single new eBook?

Bundling music services within Social Networks How much of a premium would you pay to have instant sharing of your peers’ playlists and favorites build-into your mobile, your TV, your car-radio...?

Attractive, unique, premium Packaging How much of a premium would you pay to have your preferred content uniquely available on your favorite mobile device, at all times?

Content Pricing Futures Price of ‘Access to the Copy’ Number of legal, known, engaged Users Premium Buyers (i.e. converted users) 100 75 50 25 0 Was Will be

A fact: flat rates and bundles often work best

Rights holders and content owners now have the choice between: A) The Illusion of Control - and declining Revenues B) ‘Open’ - and new Revenues

We urgently need either a voluntary, collective license proposal by the rights-holders, or legislation that legalizes and monetizes the use of Music on the Internet. Image: TelecomTV

Just like...

Telecoms, Operators ISPs now need to get involved in making ‘free’ web content Monetizable

Step 1: Permission Step 2: Lubrication Step 3: Collaboration Step 4: Co-Creation of new Business Models

Thanks for your attention email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard more presentations at www.mediafuturist.com

http://www.mediafuturist.com	512
http://www.digitalqatar.net	33
http://www.slideshare.net	23
http://translate.googleusercontent.com	3
http://feeds.feedburner.com	2
http://gerdleonhard.typepad.com	2

The Future of Tele-Media and Digital Content (Telco2.0 Conference)

by Gerd Leonhard on Nov 05, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

6 Embeds 575

Statistics

The Future of Tele-Media and Digital Content (Telco2.0 Conference) — Presentation Transcript