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U1 13 networked media

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Presentation on the 'Future of Content and Entertainment' held by G. Leonhard in Strasbourg (May 2010).

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U1 13 networked media

  1. 1. ‘Networked Media -The Future of Content and Entertainment’ www.mediafuturist.com twitter.com/gleonhard ‣ Futurist (Media & Communications) ‣ CEO The Futures Agency ‣ Author & Think-Tank Leader
  2. 2. Think ‘cars’ not faster horses
  3. 3. Fast, cheap, mobile and social Connectivity changes everything.
  4. 4. TV Source: Slideshare Network Media, Content and Entertainment in the Cloud
  5. 5. TV Source: Slideshare Network Media, Content and Entertainment in the Cloud
  6. 6. A Broadcast World and a Networked World
  7. 7. It’s not the ‘End of the Old.’ It’s the total Convergence of Old and New.
  8. 8. Print | Digital Web | TV The Cloud | Storage Selling Copies | Provide Access Content | Advertising Control | Trust Producers | Users
  9. 9. Un-Connected Hyper-Connected
  10. 10. Media as a Service (MaaS)
  11. 11. Increasing disembodiment of Content
  12. 12. A painful but very promising transition
  13. 13. Developing Countries First! Source: Comscore 2010
  14. 14. Data is the new Oil UGC, shared bookmarks, playlists, social markers, click-trails, opt-in information such as location, ratings, comments, tags, like’s & other feedback
  15. 15. The TeleMedia Challenge
  16. 16. Forget most of what you know about Advertising
  17. 17. A huge shift in ‘Getting Attention’ *most is mobile!
  18. 18. One of the Futures of Mobile Advertising
  19. 19. 30% + of all Advertising will be digital / interactive / mobile / social within 2-3 years, globally.
  20. 20. Sharing is the key driver in the Future of TeleMedia
  21. 21. Sharing generates Meta-Content: the ‘Oil’ of the Web
  22. 22. Was: sell ‘stuff’
  23. 23. Distribution of copies as the main income stream... Source: Flickr/exfordy
  24. 24. Copies won’t equal $$ anymore Source: kk.org
  25. 25. The Future: sell Access
  26. 26. The New Premium The new Normal
  27. 27. Control = Money
  28. 28. The Consequences of Total Control?
  29. 29. Because Scarcity created Friction which enforced Attention and ensured Payment
  30. 30. Connectivity qu ir es re creates Openness
  31. 31. Ubiquity not Scarcity
  32. 32. Right now: Transition Trauma *hat tip to Alan Moore
  33. 33. How to get paid for Digital Content Strong Values & Compelling Reasons Irresistible Price-Points & Fair Toll-Booth Placement Ease of Payment, Packaging & Interface
  34. 34. Again: 1.Value & Reason 2.Right Price / Right Time 3.Ease & Packaging
  35. 35. Not ‘if’ but ‘how’ ‘when’ ‘where’....!
  36. 36. I pay, you pay, they pay *hat-tip to Shelly Palmer Advertisers Bundles Telecoms Subscriptions Device Makers Flat Rates Consumers Governments Social Payments Micro-Payments
  37. 37. New kinds of Advertising will fund a lot of ‘free’ content
  38. 38. Not mere consumption... Access, Packaging... Service!
  39. 39. Curation is a real $ Value
  40. 40. Social Networks are the next Broadcasters
  41. 41. It’s not either... or! versus
  42. 42. Personal, digital consumer ‘Piracy’ is simply just Market Failure Source: CEA.org
  43. 43. A connected Audience pays because of Trust, Value, Peer Recommendation - not because they are forced to.
  44. 44. Content is first a Service & an Experience - and only then (maybe) a Product.
  45. 45. Attention - Based Revenues Was Is Soon Near Future Mid-term F
  46. 46. A Focus on the New Generatives Content Context Curation 5% Timeliness 20% Embodiment / Packaging 15% Relevance Others 15% 15% 10% 20% 100% Content / Copy
  47. 47. The Future of TV: Send and Receive
  48. 48. Connected TV Futures
  49. 49. TV & Online Video: the battle for Ad $
  50. 50. The issue of Control
  51. 51. U.S.: Video is at the center of the growth
  52. 52. TV 2.0....
  53. 53. We need to hurry up with next-generation Advertising
  54. 54. We must with-vertise not @vertise Source:Hugh Mc Leod
  55. 55. In the un-connected, pre-Internet world we made lots of $ with Friction, Domination & Control
  56. 56. Open Innovation Examples
  57. 57. Command & Control becomes Coordinate & Cultivate *Thomas Malone “The Future of Work”
  58. 58. Connected + Mobile + Social kills the idea of using Friction to ensure or enforce Payment.
  59. 59. The Internet kills the idea of ‘Forcing’ - not the idea of ‘Paying’ Source: Flickr.com/herby_fr
  60. 60. When we are really connected, Curation matters more than volume
  61. 61. Increasing Fragmentation is certain
  62. 62. The Internet has unbundled Music, Television, Books, Magazines, News...
  63. 63. Broadcast Model Networked Model
  64. 64. The Future will be even faster - and a lot less linear
  65. 65. Hyper-Competition  Hyper-Collaboration
  66. 66. Control Issues will be huge
  67. 67. Defining Social Media 2.0 Mobile Immersive Cross-Media Participatory Experiences
  68. 68. We must adopt web-native, connected Business Models
  69. 69. Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard

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