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Media 2.0: Mobile,
Social, Open...Free?
        Gerd Leonhard
Presentation at Mobile Monday Munich

      www.mediafuturis...
It’s not either... or!



                   versus
There is no one-fits-all recipe

  Not all ‘Content’ is the same
    Not all Media is the same
   Not all Users are the sa...
Murdoch’s imaginary Pay-Walls
  @Umairh: “Blocking Google is about as
  smart as eating a pound of plutonium”




        ...
Artificial Scarcity is a one-way
        ticket to extinction



              You
            cannot
    put content behi...
Personal, digital consumer ‘Piracy’
   is simply just Market Failure
                              Source: CEA.org
Free gets you to
a place where
you can ask to
get paid*
Quote by Fred Wilson, Union Square Ventures www.avc.com



       ...
The product: ease, speed, price, convenience



•   Good quality images
•   Finding the right photo is quick
    and easy
...
Content
 is first a Service & an
 Experience - and only
then (maybe) a Product.
Content 2.0: New Packaging
New ways to ‘sell’
The virtual goods economy is very real
Hybrid Models in many variations
Not consumption... Access, Packaging... Service!
Content Commerce 2.0:
 don’t try to sell what is
Ubiquitous - sell what is

  Scarce
Digital Music: still utterly dysfunctional...




                               www.dontdisconnect.us
Copies don’t equal $$ anymore




 Source: kk.org
Source: Slideshare
What are those new behaviors...?

• Access comes before ownership
• All-you-can-eat / unlimited / flat fees &
  bundles ar...
And yes... some breakage will occur, too
Music: time to accept and adapt!
Every large audience can be monetized
A wave that Content Owners must learn to ride
          Attention - Based Revenues




Was        Is         Soon     Near...
Apps not Ads:
Appvertising not @vertising
The rising tide will float everyone’s boat
Co nv en ien ce is   King
                      is
               ce
         an
               is
      lev
 Re
     XT

...
The New
Premium

 The new
  Normal
We must focus on the New Generatives
  Content
  Context
  Curation                        5%
  Timeliness                ...
Filtering & Curation is a huge opportunity
TeleMedia is imminent
Content<>Cloud<>$
ISPs and Mobile Operators will move up the food-chain:

     Social Networking
      Content Services
    Communication 2....
2010: watch the sea change
Content 2.0: the inevitable Shift to Open
         Open licenses
        Open innovation
        Open distribution
       ...
Ecosystem not Egosystem
  Internet          Telecom

                            Content
Social
Networks
                 ...
Summary




                   5%
                15% 20%

              15%            15%

                 10% 20%
    ...
Thanks for your attention!



email me at gerd@mediafuturist.com
  twitter.com/gleonhard
   facebook: gleonhard
PS: My free Music 2.0
Book is now mobilized !



          www.musicfutures.com
Media 2.0: Open, Mobile... and Paid?  Gerd Leonhard at Mobile Monday / Kudos Awards in Munich
Media 2.0: Open, Mobile... and Paid?  Gerd Leonhard at Mobile Monday / Kudos Awards in Munich
Media 2.0: Open, Mobile... and Paid?  Gerd Leonhard at Mobile Monday / Kudos Awards in Munich
Media 2.0: Open, Mobile... and Paid?  Gerd Leonhard at Mobile Monday / Kudos Awards in Munich
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Media 2.0: Open, Mobile... and Paid? Gerd Leonhard at Mobile Monday / Kudos Awards in Munich

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My presentation at Mobile Monday Munich http://www.mobile-monday.de/events/national-summit-kudos-award

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Media 2.0: Open, Mobile... and Paid? Gerd Leonhard at Mobile Monday / Kudos Awards in Munich

  1. 1. Media 2.0: Mobile, Social, Open...Free? Gerd Leonhard Presentation at Mobile Monday Munich www.mediafuturist.com twitter.com/gleonhard
  2. 2. It’s not either... or! versus
  3. 3. There is no one-fits-all recipe Not all ‘Content’ is the same Not all Media is the same Not all Users are the same Not all Cultures are the same
  4. 4. Murdoch’s imaginary Pay-Walls @Umairh: “Blocking Google is about as smart as eating a pound of plutonium” Source: ABC (Aus)
  5. 5. Artificial Scarcity is a one-way ticket to extinction You cannot put content behind walls and generate new $$
  6. 6. Personal, digital consumer ‘Piracy’ is simply just Market Failure Source: CEA.org
  7. 7. Free gets you to a place where you can ask to get paid* Quote by Fred Wilson, Union Square Ventures www.avc.com *or receive other benefits
  8. 8. The product: ease, speed, price, convenience • Good quality images • Finding the right photo is quick and easy • The rights (licenses) are cleared • The price is right (well... mostly) • I don’t pay just for the content - I pay for ease of use, peace of mind, the interface, service & curation...!
  9. 9. Content is first a Service & an Experience - and only then (maybe) a Product.
  10. 10. Content 2.0: New Packaging
  11. 11. New ways to ‘sell’
  12. 12. The virtual goods economy is very real
  13. 13. Hybrid Models in many variations
  14. 14. Not consumption... Access, Packaging... Service!
  15. 15. Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is Scarce
  16. 16. Digital Music: still utterly dysfunctional... www.dontdisconnect.us
  17. 17. Copies don’t equal $$ anymore Source: kk.org
  18. 18. Source: Slideshare
  19. 19. What are those new behaviors...? • Access comes before ownership • All-you-can-eat / unlimited / flat fees & bundles are much preferred • ‘Feels Like Free’ will be part of everything • Paying with attention (aka advertising) is OK! Trust the People formerly known as Consumers
  20. 20. And yes... some breakage will occur, too
  21. 21. Music: time to accept and adapt!
  22. 22. Every large audience can be monetized
  23. 23. A wave that Content Owners must learn to ride Attention - Based Revenues Was Is Soon Near Future Mid-term F
  24. 24. Apps not Ads: Appvertising not @vertising
  25. 25. The rising tide will float everyone’s boat
  26. 26. Co nv en ien ce is King is ce an is lev Re XT Content is TE on C
  27. 27. The New Premium The new Normal
  28. 28. 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
  29. 29. Filtering & Curation is a huge opportunity
  30. 30. TeleMedia is imminent
  31. 31. Content<>Cloud<>$
  32. 32. ISPs and Mobile Operators will move up the food-chain: Social Networking Content Services Communication 2.0 Money 2.0 eLearning
  33. 33. 2010: watch the sea change
  34. 34. Content 2.0: the inevitable Shift to Open Open licenses Open innovation Open distribution Open competition Open partnerships Open technologies Open data standards
  35. 35. Ecosystem not Egosystem Internet Telecom Content Social Networks Advertising CE Makers
  36. 36. Summary 5% 15% 20% 15% 15% 10% 20% Content Context Curation Timeliness Embodiment / Packaging Relevance Others
  37. 37. Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard
  38. 38. PS: My free Music 2.0 Book is now mobilized ! www.musicfutures.com

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