How Companies Can Position In New Mobile Internet Models

David Cushman Bauer Consumer Media How companies can position themselves in the new mobile internet media models

The science bit* *Warning: The value of content can go down, er that’s it actually

Content is worthless

Except that it isn’t

It gives us something to talk about

Talking about stuff is where ideas turn into action

Talking about stuff is where ideas turn into action
Action is where value is created

Content is valuable
Because of the because effect

Content is valuable
You won’t make money with it

Content is valuable
You will make money because of it

Content is valuable
You will make money because of it
Eg Prince, Radiohead

Value chain is now a value web

Two disruptions

Two disruptions
How, and by whom, content is being created

Two disruptions
How, and by whom, content is being created
How, and by whom, content is being distributed

The world we’re witnessing Share Trust Connect Community

The networked world

We Species wants…

To engage with the network

New rules for media?
Communities First
Niche NOT mass
2-way flow NOT broadcast
Node OVER hierarchy
Networks NOT silos
Conversations NOT captured ID
Self-forming OVER directed
Real time, niche UGC OVER ‘news’
Relevance over ‘quality’
Cherish Reed’s Law (GFNT)

A community is a community…

Always on Always with you Always yours

What makes great community?
Think Community First.
Encourage self-forming, adhoc, non-directed groups of shared interest/purpose.
Recognise the crucial role of ratings/reputation
Activate co-creation of value
Enable synchronous communication .
Treat people as converged individuals
Make tech barriers low.
Enable discovery of people with shared interests
Flow rather than focus
Put individual in control
Understand the distinction between audience and community .
A community is a community because of the connections formed between its members.

Starting a fire on the village green

Curate content
Allow customisation
Manage the web of peer producers
Contribute the hard-to-do

Two advantages
Always ready
LBS

7 th Mass Media
1. It’s truly personal
2. It’s always on
3. It’s always with you
4. Has a built-in payment mechanism
5. Allows creation at the point of inspiration

Screen size?

Mobile first

Itsmy.com

User-centric portals
Mippin

Mippin
Widsets

Mippin
Widsets
Squace

They show the way

Our position in this ecosystem?
To enable,
To understand,
To facilitate the connections.
To find acceptable ways to share in the value that we have helped to create through both our facilitation and our contributions .

Takeaways
Make money with
content
Understand
Your place
around
The campfire
Don’t restrict the view!
Don’t restrict the view!

In summary
You won’t make money WITH content but you will BECAUSE of it.
Portals (sites) which focus on content, conversation and communities of purpose will create value.
User-Centric Portals (community-enabled aggregators) will aid discovery.
Enable communities to self-form and share what they trust. Don’t restrict the view!

David Cushman
FasterFuture.blogspot.com
Bauer

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How Companies Can Position In New Mobile Internet Models

by guest16382c on May 19, 2008

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How Companies Can Position In New Mobile Internet Models — Presentation Transcript