New Media Futures:
What’s next for Content and Creativity
  Presentation at the RSA London
            April 8, 2009
     ...
What I do:




‣ Futurist                Clients such as Google, Nokia,
                         DDB, Sony BMG, Orange / F...
(just)
The Age of Collaboration:

  Egosystem
    becomes
Ecosystem
Digital Content Trends
       Music     Video     Games       Books       Mags & Print

           Percentage of Revenues ...
Source: The Standard
TOTAL Mobility Everywhere
 CONSTANT Peering and Connecting
DEEP Oceans of Content & Information
BRIC:
• Straight to Digital Content
• Straight to Bundled Access
• Straight to Mobile
• Straight to next-gen Advertising
But: is ‘Content’ ready for this Future...?

                      Source: 43 Folders.com
The Future of Content: Copy $ down, Attention $$ up
             Copy Based Revenues    Attention Based Revenues

10.0



...
$3 per app to do what
  people would do for free,
 anyway: listen to their music
         A great alternative to
    getti...
This is where Content resides now...
The Future of Content is in

      Cloud and the
the


      Crowd
• Collaborative Revenue Models
•The joint development
 of New Generatives
 based on Open Access
• Collaborative Revenue Models
•The joint development
 of New Generatives
 based on Open Access
Listening, Reading or Watching
              =
 Keeping, Copying
    & Sharing
‘Free’




  ‘Free’
’
     e
   re
‘F
We need to license Content on the Internet like we
      license Radio - starting with Music

• Online access = music acce...
The Printing Press
brought us
Copyright
The Internet brings
 Usage-
us
Rights
Google & Free Music in China
• Free / Feels Like Free Music for China!
• Unlimited, unprotected downloads
• Paid with Atte...
My Translation: where we can still try to
control distribution we will not allow this -
   and where it’s a lost cause we ...
Next
             Generation
            ‘Advertising’
             New
           Content
New Data
           Economy
Eco...
PRS: “Google had revenues of $5.7B in the last Q 08”


                                                   Source: PaidCont...
The Past:Controlling Content
    Distribution = $$$$
The Future: Making Content
     Available = $$$
In this world, Permission, Attention
 and Trust leads to Remuneration
Or... this?




How about this?



  Do you believe this?
So should we control what People do online
in order to protect a traditional business model?
So should we control what People do online
in order to protect a traditional business model?
‘New Money’ Examples
‘New Money’ Examples
Quality of Access and Experience, Filtering,
     Context, Community, Packaging,
  Relevance, Timeliness, Authenticity.......
Creating added value around Content
To get to the ‘new money’
we urgently need to legalize
  what is already a default
     cultural paradigm:
Accessing, copy...
The Future of Content is...Open
With a new Internet
license for Music we
    don’t just sell
something - we also
buy something!
Advertising...?
Welcome to the Culture of Collaboration
 • Collaborative value creation: new $$$ together
 •Make Money around the content
...
‘Free’ gets my Attention...




Merit and Trust gets my Money.
Permission
Thanks for listening!



Please talk back
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
★ facebook: gleonha...
RSA London: The Future Of Content And Creativity Gerd Leonhard @RSA London March 2009
RSA London: The Future Of Content And Creativity Gerd Leonhard @RSA London March 2009
RSA London: The Future Of Content And Creativity Gerd Leonhard @RSA London March 2009
RSA London: The Future Of Content And Creativity Gerd Leonhard @RSA London March 2009
RSA London: The Future Of Content And Creativity Gerd Leonhard @RSA London March 2009
RSA London: The Future Of Content And Creativity Gerd Leonhard @RSA London March 2009
RSA London: The Future Of Content And Creativity Gerd Leonhard @RSA London March 2009
RSA London: The Future Of Content And Creativity Gerd Leonhard @RSA London March 2009
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RSA London: The Future Of Content And Creativity Gerd Leonhard @RSA London March 2009

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The internet is radically disrupting most of the traditional content distribution and selling models, starting with music and games, followed by TV, film, books and print publishing. Once everyone is always-on, mobile and hyper-connected, and everything is available everywhere, how will content be created, distributed, marketed, consumed, and paid for? Who will do what, for whom, and how will the traditional players such as broadcasters, record labels, publishers and distributors adapt? If new players, starting with telecoms, device makers, advertisers and brands, indeed move into the content business, what will be their challenges and opportunities?

Picture 22 Given the challenging financial climate, how do we reconcile the need to reward enterprise and secure sustainable revenue streams, with the expectations and demands of the “freeconomics” generation? What kind of legal, regulatory and cultural framework do we need to ensure that this new eco-system of creators, consumers and intermediaries generates more benefits for all involved? More http://www.mediafuturist.com/2009/04/the-future-of-content-creativity-my-presentation-at-the-rsa-in-london-april-8.html

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RSA London: The Future Of Content And Creativity Gerd Leonhard @RSA London March 2009

  1. 1. New Media Futures: What’s next for Content and Creativity Presentation at the RSA London April 8, 2009 ★ twitter.com/gleonhard ★ www.mediafuturist.com ★ www.music20thebook.com ★ www.gerdtube.com & .net
  2. 2. What I do: ‣ Futurist Clients such as Google, Nokia, DDB, Sony BMG, Orange / France ‣ Strategist Telecom, BBC, ITV, RTL, The ‣ Author & Blogger European Commission, TribalDDB, Omnicom, Siemens, Kuoni, Jamendo, COTT... www.mediafuturist.com twitter.com/gleonhard
  3. 3. (just)
  4. 4. The Age of Collaboration: Egosystem becomes Ecosystem
  5. 5. 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
  6. 6. Source: The Standard
  7. 7. TOTAL Mobility Everywhere CONSTANT Peering and Connecting DEEP Oceans of Content & Information
  8. 8. BRIC: • Straight to Digital Content • Straight to Bundled Access • Straight to Mobile • Straight to next-gen Advertising
  9. 9. But: is ‘Content’ ready for this Future...? Source: 43 Folders.com
  10. 10. The Future of Content: Copy $ down, Attention $$ up Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 0 Was Is Soon Near Future Mid-term Future
  11. 11. $3 per app to do what people would do for free, anyway: listen to their music A great alternative to getting Radio-Play (i.e. NetPlay) A great way to sell concert tickets and offer other location-based services A direct line of communication - from band to fan - is worth Gold
  12. 12. This is where Content resides now...
  13. 13. The Future of Content is in Cloud and the the Crowd
  14. 14. • Collaborative Revenue Models •The joint development of New Generatives based on Open Access
  15. 15. • Collaborative Revenue Models •The joint development of New Generatives based on Open Access
  16. 16. Listening, Reading or Watching = Keeping, Copying & Sharing
  17. 17. ‘Free’ ‘Free’
  18. 18. ’ e re ‘F
  19. 19. We need to license Content on the Internet like we license Radio - starting with Music • Online access = music access • Music access = payment included • Create a new ecosystem on-top!
  20. 20. The Printing Press brought us Copyright The Internet brings Usage- us Rights
  21. 21. Google & Free Music in China • Free / Feels Like Free Music for China! • Unlimited, unprotected downloads • Paid with Attention, $-ized via Ads • In China, little ‘cannibalization’ concerns • Google is willing to ‘lubricate’ • Industry willing because: China is ‘lost’ for traditional Copyright
  22. 22. My Translation: where we can still try to control distribution we will not allow this - and where it’s a lost cause we will agree to new models?
  23. 23. Next Generation ‘Advertising’ New Content New Data Economy Economy
  24. 24. PRS: “Google had revenues of $5.7B in the last Q 08” Source: PaidContent.org Youtube’s hosting costs were estimated at $ 360 Million in 2008 Youtube will stream 100 Billion videos in 2009 0.01 Euro per stream would mean 1 Billion Euros / year in music licensing fees *if all videos had music *for the composers only!
  25. 25. The Past:Controlling Content Distribution = $$$$
  26. 26. The Future: Making Content Available = $$$
  27. 27. In this world, Permission, Attention and Trust leads to Remuneration
  28. 28. Or... this? How about this? Do you believe this?
  29. 29. So should we control what People do online in order to protect a traditional business model?
  30. 30. So should we control what People do online in order to protect a traditional business model?
  31. 31. ‘New Money’ Examples
  32. 32. ‘New Money’ Examples
  33. 33. Quality of Access and Experience, Filtering, Context, Community, Packaging, Relevance, Timeliness, Authenticity.... The New Generatives *read kk.org
  34. 34. Creating added value around Content
  35. 35. To get to the ‘new money’ we urgently need to legalize what is already a default cultural paradigm: Accessing, copying and sharing Content
  36. 36. The Future of Content is...Open
  37. 37. With a new Internet license for Music we don’t just sell something - we also buy something!
  38. 38. Advertising...?
  39. 39. Welcome to the Culture of Collaboration • Collaborative value creation: new $$$ together •Make Money around the content •Compensation not Control
  40. 40. ‘Free’ gets my Attention... Merit and Trust gets my Money.
  41. 41. Permission
  42. 42. Thanks for listening! Please talk back ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com

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