Friction
  is Fiction
The Future of Media, Content & Business

                 Gerd Leonhard
    Mediafuturist.com • Twit...
Foresight & Imagination is crucial
  Back then...



                           Now
In the un-connected, Pre-Internet world we made

    lots of money using
            Friction,
   Domination +
       Cont...
Control was Money
Because Scarcity created Friction which
enforced Attention and ensured Payment

               like...?
Connectivity + Mobile + Social
kills the idea of using Friction to
  ensure or enforce Payment.


 Youtube.com/user/Scholz...
Note: Connectivity kills the idea of
‘Forcing’ - not the idea of ‘Paying’




                   Source: Flickr.com/herby_...
The weapons are coming out




                                          Source: ABC / Youtube




                       ...
Would you vote for anyone that proposes this?
In this world...



     Forcing to
    buy is like...
     forcing to
        love
Right now: Transition Trauma   *hat tip to Alan Moore
As a Business Principle, Friction is dead
     Too expensive to dominate

       Too many moving parts

       Too much tr...
Now, it’s about Liquidity. Lubrication
    Too expensive to dominate

      Too many moving parts

      Too much transpar...
Empowered and
Engaged Users -
lubricating the ecosystem
Not Friction but Liquidity


Attention is the new Currency



  Trust is the new Control
We need to make it work with Ubiquity
The Future: few walled Gardens more Jungles.
We need to hurry up with next-generation Advertising
We must With-vertise not @vertise




                 Source:Hugh Mc Leod
We need to switch to
natively-connected
 Business Models
...which means to unlock value to receive value...
We need to give up Control
  to gain Trust ...and to
possibly be ‘In Command’
Think engagement
     not enforcement

Think ‘cars’ not faster horses
Lubricate
        the
Digital Economy
Thanks for your attention!
           email me at
    gerd@mediafuturist.com
     twitter.com/gleonhard
      facebook: gl...
Friction is Fiction: The Future of Business & Media (Next10)
Friction is Fiction: The Future of Business & Media (Next10)
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Friction is Fiction: The Future of Business & Media (Next10)

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This is the public version of my presentation at Next10 in Berlin, May 11, 2010, on the topic of "Friction is Fiction - the future of media, business and communications" see www.frictionisfiction.com for more details and the Lulu bookstore with the book with the same title. http://gerd.fm/bon5Kb has more details

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Friction is Fiction: The Future of Business & Media (Next10)

  1. 1. Friction is Fiction The Future of Media, Content & Business Gerd Leonhard Mediafuturist.com • Twitter: @gleonhard
  2. 2. Foresight & Imagination is crucial Back then... Now
  3. 3. In the un-connected, Pre-Internet world we made lots of money using Friction, Domination + Control
  4. 4. Control was Money
  5. 5. Because Scarcity created Friction which enforced Attention and ensured Payment like...?
  6. 6. Connectivity + Mobile + Social kills the idea of using Friction to ensure or enforce Payment. Youtube.com/user/ScholzundFriends
  7. 7. Note: Connectivity kills the idea of ‘Forcing’ - not the idea of ‘Paying’ Source: Flickr.com/herby_fr
  8. 8. The weapons are coming out Source: ABC / Youtube Image via flickr.com/dunechaser
  9. 9. Would you vote for anyone that proposes this?
  10. 10. In this world... Forcing to buy is like... forcing to love
  11. 11. Right now: Transition Trauma *hat tip to Alan Moore
  12. 12. As a Business Principle, Friction is dead Too expensive to dominate Too many moving parts Too much transparency Too many people talking Too much disruption by new players
  13. 13. Now, it’s about Liquidity. Lubrication Too expensive to dominate Too many moving parts Too much transparency Too many people talking Too much disruption by new players
  14. 14. Empowered and Engaged Users - lubricating the ecosystem
  15. 15. Not Friction but Liquidity Attention is the new Currency Trust is the new Control
  16. 16. We need to make it work with Ubiquity
  17. 17. The Future: few walled Gardens more Jungles.
  18. 18. We need to hurry up with next-generation Advertising
  19. 19. We must With-vertise not @vertise Source:Hugh Mc Leod
  20. 20. We need to switch to natively-connected Business Models
  21. 21. ...which means to unlock value to receive value...
  22. 22. We need to give up Control to gain Trust ...and to possibly be ‘In Command’
  23. 23. Think engagement not enforcement Think ‘cars’ not faster horses
  24. 24. Lubricate the Digital Economy
  25. 25. Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard

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