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Words from the Media Futurist

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Gerd Leonhard is the man. He shows us where the media industry is going

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Words from the Media Futurist

  1. 1. Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com The Future of Media Presentation @ Google London July 11 2008 Friday, July 11, 2008 1
  2. 2. Friday, July 11, 2008 2
  3. 3. We are only beginning to understand the huge consequences of the shift from Disconnected to Connected Friday, July 11, 2008 3
  4. 4. Friday, July 11, 2008 4
  5. 5. www.mediafuturist.com From ‘The Network’ to NETWORKED Example: Music Friday, July 11, 2008 5
  6. 6. A Sharing and Forwarding Culture Friday, July 11, 2008 6
  7. 7. CHANGE staring in the Face of the Content Industries www.mediafuturist.com www.mediafuturist.com Source of Cow Pic: flickr.com/photos/publicenergy Friday, July 11, 2008 7
  8. 8. Now, People will subscribe to People. (And to Mass Media, too) Friday, July 11, 2008 8
  9. 9. Friday, July 11, 2008 9
  10. 10. Friday, July 11, 2008 10
  11. 11. Friday, July 11, 2008 11
  12. 12. Web4.0: SmartNoise Web3.0 Filter the Noise Web2.0: Make Noise Web1.0: Get (hear & see) ‘Noise’ Friday, July 11, 2008 12
  13. 13. All living on the Grid? Walter Mossberg on the Future of the Internet and Rise of the Cell Phone: the PC has peaked, and the future of the internet belongs to pocket computers: The internet is a grid,quot; he remarked, quot;and we're all going to be living on it, and carrying it in our pocket all day long.quot; Friday, July 11, 2008 13
  14. 14. Friday, July 11, 2008 14
  15. 15. Friday, July 11, 2008 15
  16. 16. Content Friday, July 11, 2008 16
  17. 17. A message via the St. Petersburg International Economic Forum: Economic Egoism is not working anymore Friday, July 11, 2008 17
  18. 18. Friday, July 11, 2008 18
  19. 19. www.mediafuturist.com Trust is the key Friday, July 11, 2008 19
  20. 20. Trends Multi-lateral Consideration vs ‘Egoism’ Sharing & Collaboration vs Walling ‘Collaborative Competition’ Skillful Open - Closed Continuum Transparent vs Secretive Trust & Merit vs Control Friday, July 11, 2008 20
  21. 21. www.mediafuturist.com From somewhere on the Net: “Why does Google insist that it’s goal is to ‘organize the world’s information’? Because it’s figured out one of the deepest secrets hidden at the heart of 21st century economics: Markets, networks, and communities can organize economic activities radically more efficiently than firms.” Friday, July 11, 2008 21
  22. 22. The story of the New York Times: www.mediafuturist.com Less Control... more Revenues? Friday, July 11, 2008 22
  23. 23. www.mediafuturist.com And finally... the Britannica! Friday, July 11, 2008 23
  24. 24. The challenge for Content Owners: www.mediafuturist.com Make $$ around the content Friday, July 11, 2008 24
  25. 25. The End of Scarcity changes everything www.mediafuturist.com Friday, July 11, 2008 25
  26. 26. The End of Scarcity changes everything www.mediafuturist.com n Friday, July 11, 2008 26
  27. 27. www.mediafuturist.com Friday, July 11, 2008 27
  28. 28. www.mediafuturist.com The End of Control as we knew it: A huge paradigm shift: it’s not total control that wins in tomorrow’s markets - it’s total empowerment. It’s no longer about certified and central authority and the ‘select few authorized professionals’ but also about the combined power of masses of people. It’s no longer just about actions guided by one’s own concerns and immediate gains (economic egoism) but also about considering the effect on the ecosystem - the network - as a whole Friday, July 11, 2008 28
  29. 29. • Digital content is not the same as physical property • Ownership enforcement is less important than Usage • Listening / viewing now is copying • Searching is getting • Value can no longer be defined just by unit sales Friday, July 11, 2008 29
  30. 30. Making money with Free Content? BPI chief executive Geoff Taylor told BBC News that the body was prepared to ... take ISPs to court. quot;There is a phenomenal amount of piracy out there and we believe that the idea that 95% of content on the net is free is not sustainable. We don't believe that society can allow the free consumption of content to persist,quot; he said. Friday, July 11, 2008 30
  31. 31. Old tollbooth logic www.mediafuturist.com http://www.repmanblog.com/photos/uncategorized/48750_a.jpg Friday, July 11, 2008 31
  32. 32. New tollbooth logic www.mediafuturist.com Friday, July 11, 2008 32
  33. 33. www.mediafuturist.com But what IS Content? Friday, July 11, 2008 33
  34. 34. Redefining Content www.mediafuturist.com All Click IS Streams Context Packages & ‘Skins’ C Text Rating Music & O Audio N Usage Images History T Tags Video E ... Attention Edits & N Mixes Kernels Meta T Playlists Data Friday, July 11, 2008 34
  35. 35. www.mediafuturist.com Evaporating Distinctions: Creator and Non-Creator Professional and Amateur Now, all of us are both - at different times & in different places Friday, July 11, 2008 35
  36. 36. www.mediafuturist.com Many Content Producers will expand into becoming Context Providers, Curators, Aggregators, Packagers... Curation: Exposing and Seeding, Testing, Rating, Tagging, Contextualizing, Remixing, (Re-)Framing, Packaging... Friday, July 11, 2008 36
  37. 37. The Internet is essentially forcing us to reinvent advertising Friday, July 11, 2008 37
  38. 38. Advertising is Publishing Users Paying Attention In Return for Getting Free Content Friday, July 11, 2008 38
  39. 39. www.mediafuturist.com The key to the Future of Advertising: the right blend of Sharing vs Privacy Explicit Permission to temporarily and safely use Attention-, Sharing- & Clickstream-Data in return for free Content (Media) and Services Friday, July 11, 2008 39
  40. 40. www.mediafuturist.com Media & Content is in the Network - and so must Advertising! Friday, July 11, 2008 40
  41. 41. www.mediafuturist.com Friday, July 11, 2008 41
  42. 42. www.mediafuturist.com Brands are Broadcasters Friday, July 11, 2008 42
  43. 43. www.mediafuturist.com Context: the Future Role of Telcos and Operators: Content, Service and Data Pipes Friday, July 11, 2008 43
  44. 44. www.mediafuturist.com Friday, July 11, 2008 44
  45. 45. www.mediafuturist.com The complete rethinking of “Education” is next Friday, July 11, 2008 45
  46. 46. www.mediafuturist.com Friday, July 11, 2008 46
  47. 47. www.mediafuturist.com Some Future Challenges Collision of old and new copyright paradigms Total re-write of the concept of ‘Education’ Constant Privacy Paradoxes Mental Obesity Attention Scarcity Globalization of hereto protected spaces and people Reducing Economic Egoism Friday, July 11, 2008 47
  48. 48. Summary Summary Economic Egoism is so 1.0 Data is Content is King Advertising is Publishing Feels Like Free Content is here Trust is the # 1 mission, across the board Relevance over Quantity The End of Control is shaping up everywhere Friday, July 11, 2008 48
  49. 49. www.mediafuturist.com Thanks for listening! Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Friday, July 11, 2008 49

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