MFW12: Gerd Leonhard

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MFW12: Gerd Leonhard

  1. 1. @gleonhardGerd Leonhard Futurist, Author, CEO TheFuturesAgency The Future of Media:Social. Local. Mobile. Cloud
  2. 2. The Futures Agency-The future is already here! what we do...
  3. 3. The future is already here! For as... suchclients
  4. 4. The future is already here! Download via Cloudftp
  5. 5. The future is already here!
  6. 6. Exponential Disruption... Speed
  7. 7. The future is already here! Disrupt...or Be Disrupted
  8. 8. The future is already here! There is no recipe - but there are some important learnings, foresights and hunches:)
  9. 9. “Change the instruments, and you will changeThe future is already here! the entire social theory that goes with them” Bruno Latour 2009
  10. 10. The future is already here! Social Media is Content. Not Marketing
  11. 11. My way or the highway...The future is already here! Can we enforce payment online?
  12. 12. The problem is not the ‘pay’ -The future is already here! it’s the wall! Source:
  13. 13. Ease of use + Choice + Price +The future is already here! Added Values + Brand = $£€
  14. 14. The future is already here! Convergence will pose serious Challenges - and offer massive Opportunities Search « » Social Television « » Internet Computer « » Mobile Online « » Offline Social Media « » Corp. Comms Fragmentation « » Aggregation User « » Producer
  15. 15. Next 3-5 years: TeleMedia convergence
  16. 16. The future is already here!Content Devices Technology / CE Telecom
  17. 17. The future is already here!
  18. 18. The future is already here:The future is already here! Voice Control | Instant Translation | Gestures
  19. 19. The future is already here! Augmented Humans?
  20. 20. The future is already here!Beyond Moore’s Law
  21. 21. The future is already here! The Internet just made another 3 huge leaps Social Local Mobile
  22. 22. The future is already here!
  23. 23. Nirvana - and quite possibly aThe future is already here! kind of Madness, as well
  24. 24. 2017: 5 Billion people, 75% mobile Internet,The future is already here! 50+ major platforms, a €250 Billion ad market
  25. 25. The future is already here! By 2017, between 50% to 75% + of all media consumption will be via mobile devices *
  26. 26. Mobile. Social. Cloud. FLF:)The future is already here! *Feels Like Free
  27. 27. The future is already here! Curated Mobile Immersion
  28. 28. From ‘Stuff’ to ServicesThe future is already here! From hard goods to soft goods
  29. 29. Media.them ! Media.Us
  30. 30. The Social OS. Be networked or be... gone. The future is already here!
  31. 31. The Social OS: we have new powers.The future is already here! Now we need to learn new responsibilities
  32. 32. The new cult of Publicy...:)
  33. 33. The future is already here! Aren’t humans a lot more complex and non-linear than Algorithms?
  34. 34. Well, it is kind of a game:)
  35. 35. The future is already here! It comes down to control and responsibility
  36. 36. The future is already here! data oilMany new, first-time-ever issues
  37. 37. Every screen is becoming someThe future is already here! kind of ‘connected TV or Radio’
  38. 38. The future is already here! Second Screens: Many ‘New Generatives’
  39. 39. Fragmentationis becoming a massive challenge
  40. 40. Touch. Play. Connect. Share.The future is already here! Access not ownership *
  41. 41. The future is already here! Access *not ownership
  42. 42. The future is already here! Music is first *
  43. 43. The future is already here! Total Unbundling of Media
  44. 44. The end of Distribution as the keyThe future is already here! success factor, metric - and gate-keeper
  45. 45. Challenge #1 for the consumer, access to contentThe future is already here! will be much cheaper than copies i.e. ownership Source: Huffington Post
  46. 46. Selling digital ‘Content’: The future is already here!70-90% ‘value’ reduction if compared to traditional, offline metrics
  47. 47. The future is already here! Piracy ycariP CEO of MacMillan UK, April 2011, via PaidContent.org
  48. 48. Control consumption?Make content unavailable? Enforce payment? Restrict sharing?Create artificial scarcity?Sue fans into submission?
  49. 49. The future is already here!
  50. 50. So very true:The future is already here! It all depends...!
  51. 51. The future is already here! LinkedIn Skype Google Amazon Dropbox Evernote Flickr ...
  52. 52. Premium-ServicesThe future is already here! Up-Selling Added Values New Generatives
  53. 53. Build income streams around Content.The future is already here! Invent added values, pursue collaborative business models
  54. 54. The future is already here! Content Context
  55. 55. The future is already here! Content Commerce
  56. 56. The future is already here! Content Ads
  57. 57. The future is already here!Paper News News
  58. 58. The New Generatives *Kevin Kelly The future is already here! Packaging and Interfaces Curation, Filtering and Selection * Thanks to Kevin Kelly kk.org Social Context & Relevance Intelligent Aggregation Assisted Serendipity Timeliness and Personal Relevance Quality and Trust Guarantee Customization and Personalization Localization / Contextualization Cloud-to-Device Management Advertising as Content (Branded Content) Gamification ... and many more
  59. 59. The future is already here! Some New Generatives
  60. 60. There are many other ways to get paidThe future is already here! (apart from cash)
  61. 61. The future is already here! We are already.. Paying with our Data
  62. 62. The future is already here! A Faustian deal?
  63. 63. The future is already here! and eat it? Having the cake
  64. 64. The future is already here! Big Data will fund new ‘Big Content’
  65. 65. Image via WEF
  66. 66. The future is already here! Digital Content Digital Advertising
  67. 67. Going Direct is becoming very realThe future is already here!
  68. 68. But Apps will need to open-up, as wellThe future is already here!
  69. 69. Is this the Net we really want?The future is already here!
  70. 70. The future is already here! Key points to remember
  71. 71. Key points to remember It’s a MOBILE world now SoLoMo + Cloud Disrupt or be disrupted Access not (just) ownership Content piracy is unmet demand Value is derived around the content Pursue new generatives Data is the new OilFeels Like Free / Freemium is crucial
  72. 72. The future is already here! Thank You! D E S I G N : C R E A T I V E

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