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Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009

PDF from my presentation at Mobile Monday in Amsterdam, March 30, 2009. Some predictions: the next 18 months • Twitter will reach 50 Million + Users • Facebook will become the default social utility - and the biggest global Content Broadcaster • Google will double it’s Advertising revenues • The RIAA and the IFPI will run out of cash • Telecoms will get flat-rate content licenses • Skype will re-emerge as content player PDF etc on my blog: http://tinyurl.com/dmaf2w

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Mobile Content Futures
        Gerd Leonhard @
 Mobile Monday #10 in Amsterdam
         March 30 2009
Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009
TOTAL Mobility
CONSTANT Peering and Connecting
 DEEP & VAST Oceans of Content
        and Information
•Straight to Digital Content
•Straight to Mobile
•Straight to Advertising 2.0
• Adding Location
  Awareness is like
  going from dial-up to
  broadband
• Social and cultural
  challenges are
  enormous
(just)




    Source: Sander Duivestein

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Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009

  • 1. ★ twitter.com/gleonhard ★ www.mediafuturist.com Mobile Content Futures Gerd Leonhard @ Mobile Monday #10 in Amsterdam March 30 2009
  • 3. TOTAL Mobility CONSTANT Peering and Connecting DEEP & VAST Oceans of Content and Information
  • 4. •Straight to Digital Content •Straight to Mobile •Straight to Advertising 2.0
  • 5. • Adding Location Awareness is like going from dial-up to broadband • Social and cultural challenges are enormous
  • 6. (just) Source: Sander Duivestein
  • 7. I also noticed 3 recent changes ;) • Domination is out - Collaboration is In - Egosystem becomes Ecosystem • Control is out - Openness is In • Monolog is out - Conversation is In
  • 8. It used to be: More Control = More $$
  • 9. Now: Collaboration is REQUIRED Osani Image provided by Susan Fassberg, Connectingdotz.com
  • 11. Command & Control becomes Coordinate & Cultivate *Thomas Malone “The Future of Work” Governments Advertisers & Brands Search Telecoms Engines & Device Makers & Content CE Co’s Social Owners Networks
  • 12. Next Generation ‘Advertising’ New Content Economy New Data Economy
  • 13. Starting in 2009: • Total convergence of Telecom & Web Layers • Over-the top layers (devices, search, social media, content etc) will come down, Telecoms will move up!
  • 14. Image via: kk.org This year, Google will get really involved in making ‘free’ Internet content legitimate and monetizable
  • 15. A decade of Content Control: time to learn!
  • 17. Because this is where Content resides now...
  • 18. Our Future is in the Cloud and the Crowd
  • 19. The Future of Content: Attention-based Income Explodes Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 0 Was Is Soon Near Future Mid-term Future
  • 20. We Brands are Now... Broadcasters Narrowcasters Conversation Leaders Participants Engagers
  • 21. Marketing and Advertising - as we knew it - is just about dead People subscribe to People
  • 22. Going forward, trust and Openness will make more $$$ - and earn
  • 23. And maintaining trust will be hard work
  • 24. It used to be: Yell more - Sell more
  • 25. Now: Talk more = Sell more
  • 26. and this is accelerating very quickly
  • 30. Centralized Models are becoming hard to maintain Decentralized Centralized>>> Microsoft / Windows Google MTV Youtube Traditional Telco Skype Cable TV Internet TV / IPTV WSJ The Guardian (UK)
  • 31. Digital Content Trends Music Video Games Books Mags & Print Percentage of Revenues from Digital Services 100% 75% 50% 25% 0% 2008 2009 2010 2012 2015
  • 33. Digital unit prices should be 1/5 of physical prices because you don’t just sell something - you also buy something
  • 36. ‘Free’ gets my Attention... Merit and Trust gets my Money.
  • 37. Some predictions: the next 18 months • Twitter will reach 50 Million + Users • Facebook will become the default social utility - and the biggest global Content Broadcaster • Google will double it’s Advertising revenues • The RIAA and the IFPI will run out of cash • Telecoms will get flat-rate content licenses • Skype will re-emerge as content player • I will actually publish my next book, and finally make Honor’s Circle at Lufthansa Miles & More!
  • 38. Participate or be participated!
  • 40. Thanks for listening! Please talk back ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com