Mobile Content Future Gerd Leonhard Momo Amsterdam Public
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Mobile Content Future Gerd Leonhard Momo Amsterdam Public






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Mobile Content Future Gerd Leonhard Momo Amsterdam Public Mobile Content Future Gerd Leonhard Momo Amsterdam Public Presentation Transcript

  • ★ ★ Mobile Content Futures Gerd Leonhard @ Mobile Monday #10 in Amsterdam March 30 2009
  • TOTAL Mobility CONSTANT Peering and Connecting DEEP & VAST Oceans of Content and Information
  • •Straight to Digital Content •Straight to Mobile •Straight to Advertising 2.0
  • • Adding Location Awareness is like going from dial-up to broadband • Social and cultural challenges are enormous
  • (just) Source: Sander Duivestein
  • I also noticed 3 recent changes ;) • Domination is out - Collaboration is In - Egosystem becomes Ecosystem • Control is out - Openness is In • Monolog is out - Conversation is In
  • It used to be: More Control = More $$
  • Now: Collaboration is REQUIRED Osani Image provided by Susan Fassberg,
  • especially for
  • Command & Control becomes Coordinate & Cultivate *Thomas Malone “The Future of Work” Governments Advertisers & Brands Search Telecoms Engines & Device Makers & Content CE Co’s Social Owners Networks
  • Next Generation ‘Advertising’ New Content Economy New Data Economy
  • Starting in 2009: • Total convergence of Telecom & Web Layers • Over-the top layers (devices, search, social media, content etc) will come down, Telecoms will move up!
  • Image via: This year, Google will get really involved in making ‘free’ Internet content legitimate and monetizable
  • A decade of Content Control: time to learn!
  • Total Control = Total $ Decline
  • Because this is where Content resides now...
  • Our Future is in the Cloud and the Crowd
  • The Future of Content: Attention-based Income Explodes Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 0 Was Is Soon Near Future Mid-term Future
  • We Brands are Now... Broadcasters Narrowcasters Conversation Leaders Participants Engagers
  • Marketing and Advertising - as we knew it - is just about dead People subscribe to People
  • Going forward, trust and Openness will make more $$$ - and earn
  • And maintaining trust will be hard work
  • It used to be: Yell more - Sell more
  • Now: Talk more = Sell more
  • and this is accelerating very quickly
  • Centralized Models are becoming hard to maintain Decentralized Centralized>>> Microsoft / Windows Google MTV Youtube Traditional Telco Skype Cable TV Internet TV / IPTV WSJ The Guardian (UK)
  • Digital Content Trends Music Video Games Books Mags & Print Percentage of Revenues from Digital Services 100% 75% 50% 25% 0% 2008 2009 2010 2012 2015
  • Digital Content Trends
  • Digital unit prices should be 1/5 of physical prices because you don’t just sell something - you also buy something
  • ‘Free’ gets my Attention... Merit and Trust gets my Money.
  • Some predictions: the next 18 months • Twitter will reach 50 Million + Users • Facebook will become the default social utility - and the biggest global Content Broadcaster • Google will double it’s Advertising revenues • The RIAA and the IFPI will run out of cash • Telecoms will get flat-rate content licenses • Skype will re-emerge as content player • I will actually publish my next book, and finally make Honor’s Circle at Lufthansa Miles & More!
  • Participate or be participated!
  • Thanks for listening! Please talk back ★ email me at ★ ★ facebook: gleonhard ★ more presentations at