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Matt Mason - Keynote at nextMEDIA 2010

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Author of 'The Pirates Dilemma' discusses the inevitability of pirates in a digital age.

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Matt Mason - Keynote at nextMEDIA 2010

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  8. 8. “INTELLECTUAL PROPERTY IS THE OIL OF THE 21st CENTURY”<br />- MARK GETTY <br />
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  11. 11. PHOTO BY AKFOTO<br />
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  13. 13. PHOTO BY FRANKOWSKI.COM<br />
  14. 14. London Radio Market<br />
  15. 15. London Radio Market<br />
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  18. 18. “Lax enforcement of the intellectual property laws was the <br />primary engine of the economic miracle. The United States<br />employed pirated know-how to industrialize”<br />Doron S. Ben-Atar, Trade Secrets (Yale University Press, 2004)<br />
  19. 19. “JANKES”<br />
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  24. 24.
  25. 25. ?<br />
  26. 26. HOW PIRACY WORKS<br />
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  28. 28. English Channel<br />Luxembourg<br />
  29. 29. Luxembourg<br />
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  39. 39. THE THREE HABITS OF HIGHLY <br />EFFECTIVE PIRATES<br />LOOK FOR GAPS OUTSIDE<br />THE MARKET<br />CREATE A VEHICLE<br />HARNESS THE POWER OF <br />YOUR AUDIENCE<br />
  40. 40. PIRACY IS A MARKET SIGNAL<br />
  41. 41. MUSIC INDUSTRY<br />
  42. 42. “IF YOU WANT TO STOP PIRACY, THE WAY TO STOP IT IS BY COMPETING WITH IT.”<br />- STEVE JOBS<br />
  43. 43. MUSIC REVENUES BY MEDIA 1991 - 2012 <br />SOURCE: WIRED<br />
  44. 44. MUSIC INDUSTRY<br />
  45. 45. HOW SHOULD YOU RESPOND?<br />FIGHT<br />COMPETE<br />
  46. 46. ?<br />
  47. 47. HOW DO YOU COMPETE <br />WITH PIRATES?<br />COPY THEM<br />
  48. 48.
  49. 49.
  50. 50. Pharmaceutical Industry<br />
  51. 51. Pharmaceutical Industry<br />
  52. 52. Pharmaceutical Industry<br />
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  55. 55.
  56. 56. HOW DO YOU COMPETE <br />WITH PIRATES?<br />COPY THEM<br />LET THEM COPY YOU<br />
  57. 57. REMIX<br />
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  59. 59.
  60. 60. LET THEM COPY YOU<br />- ADDS VALUE TO ORIGINAL<br />
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  63. 63.
  64. 64. LET THEM COPY YOU<br />- ADDS VALUE TO ORIGINAL<br />- CREATES NEW INNOVATIONS<br />
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  72. 72.
  73. 73. LET THEM COPY YOU<br />- ADDS VALUE TO ORIGINAL<br />- CREATES NEW INNOVATIONS<br />- GENERATES DEMAND<br />
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  78. 78.
  79. 79. HOW DO YOU COMPETE <br />WITH PIRATES?<br />COPY THEM<br />LET THEM COPY YOU<br />IF PIRATES ARE GIVING IT AWAY FOR <br />FREE - SELL SOMETHING ELSE.<br />
  80. 80. CONVENIENCE<br />
  81. 81. VS.<br />
  82. 82. TRUST<br />
  83. 83. VS.<br />
  84. 84. EXPERIENCE<br />
  85. 85. VS.<br />
  86. 86. VS.<br />
  87. 87. A VIRTUOUS CIRCLE<br />
  88. 88.
  89. 89.
  90. 90. :<br />:<br />:<br />:<br />:<br />:<br />:<br />
  91. 91. :<br />:<br />:<br />:<br />:<br />:<br />:<br />
  92. 92.
  93. 93. TV <br />SHOW<br />INTEGRATED<br /> ADS<br />MERCH<br />HULU / <br />iTUNES<br />PUBLISHING<br />NBC.COM<br />LICENSING<br />
  94. 94. DON’T LET LEGAL RUIN A GOOD <br />REMIX WITHOUT TALKING TO <br />MARKETING FIRST.<br />
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  98. 98. THE PIRATE’S DILEMMA<br />

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