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Creative Industries in the Digital Economy (EU-Observer conference Brussels)


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My presentation from the Online Content and Creative Rights Conference in Brusssels more details at

Published in: Business, Technology, Education

Creative Industries in the Digital Economy (EU-Observer conference Brussels)

  1. 1. Creative Industries in the Digital Economy Presentation at EU-Observer Event in Brussels, December 1, 2009 by Gerd Leonhard
  2. 2. First: The Internet
  3. 3. It’s about the User and the Creator - not just the industry!
  4. 4. C C R O E N A S T U O M R E S R
  5. 5. C R U E A S T E O R R S S
  6. 6. Content is first a Service & an Experience - and only then (maybe) a Product.
  7. 7. The new content framework • Access now comes before ownership • All-you-can-eat and unlimited offers, flat-fees & bundles are needed to foster legal usage • ‘Feels Like Free’ is a crucial step to conversion • Paying with attention (fka advertising) is still very early but will soon be very real
  8. 8. New Technologies New Behaviors New Standards New Contracts New Remuneration
  9. 9. Key success factors: Permission i.e. Public Licenses, Standards, Transparency, Open Platforms Source:
  10. 10. Copies don’t equal $$ anymore Access does! Source:
  11. 11. The Toll-Booth Challenge: how to monetize access rather than copies Source: istockphoto
  12. 12. A TeleMedia Ecosystem Public, open and standardized Content Licenses
  13. 13. Protection & Control = Income? Protection & Control = Income Permission, Engagement, Collaboration and $-Sharing = Income
  14. 14. In Music, first, we urgently need either a voluntary, collective license proposal by the rights- holders, and / or legislation that legalizes and monetizes the usage on the Internet.
  15. 15. Just like...
  16. 16. We have been here before D ! S E E N L I C
  17. 17. Content 2.0: the inevitable Shift to Open Open licenses Open collectives Open distribution Open competition Open partnerships Open technologies Open data standards
  18. 18. Hybrid Models in many variations
  19. 19. Every large audience can be monetized
  20. 20. Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is Scarce
  21. 21. We must focus on the New Generatives Content Context Curation 5% Timeliness 20% Embodiment / Packaging 15% Relevance Others 15% 15% 10% 20% 100% Content / Copy
  22. 22. 2 things are needed New ‘Pools of Money’ (i.e. collective, open, public and standardized rights licenses) Government (& Creators & Industry) New, next-generation revenue streams that ‘up-sell’ on-top Industry & Market Players
  23. 23. Step 1: Permission Step 2: Collaboration Step 3: Co-Creation of new Business Models
  24. 24. “When the Winds of Change are blowing, some People build Shelters, others build Windmills”
  25. 25. Thanks for your time! email me at facebook: gleonhard more presentations at