Telemedia
 Futures ‣             Futurist
  by Gerd Leonhard
                     ‣ Strategist
                     ‣ Auth...
Media was a simple game... until now
The past
           EGOsystem
The Future
             ECOsystem
EgoSystem to EcoSystem




Future success in Telecom will not be possible
 without real & deep engagement in Media &
   Co...
Mobile + Social + Video: Major Game
  Changers in Telecom & Media
Social
   Media
   beats
   eMail !
Video beats
 Search...?
Source: STLPartners /
     Telco20.net
Upstream Downstream

              Source: STLPartners /
                   Telco20.net
Key vortex-speed drivers
Expensive   Cheaper   Flat-Rated




                                   New Ecosystem
Content: pricing logic will flip
      Price         Users

100



 75



 50



 25



  0
              Was            W...
Content is only ~20% of the Cost




                        Thanks to Flickr.com/alextorrenegra
The future: Bundle +   ++   ++
                          High-Def
                       Live Streams
                    ...
Content: where is the value?




                     100%


                      Content / Copy
Content: where is the value?
          Content
          Context
          Curation           10%
          Timeliness    ...
What matters is no longer that we
can actually connect and ‘download‘
all of it but who we connect with and
        what w...
Lubricate the
system and make
  content liquid
The quickest path towards economic suicide
But: the content pricing & licensing
issues cannot be solved without the solid
   engagement of Telecoms, ISPs and
  Opera...
Source: Techcrunch UK




Public, open and standardized
  Content Licenses
Advertising
        (2.0)
Telecom
        Social
       Networks
Rights holders and content owners
     have the choice between
Control and declining Revenues
                or

    ‘Ope...
Please: forget most of what you know
          about Advertising
Source: PaidContent.org
Friction is Fiction
TeleMedia Futures

                    Content
                    & Media
      Telecom
  Social
 Networks           Adve...
The Opportunity: Lubricate!
Telcos can no longer ignore the need
 to solve the content problem online
Free gets you to
a place where
you can get
paid.
Quote by Fred Wilson, Union Square Ventures www.avc.com
• Social Networks are Broadcasters (yes...
  like Radio & TV)
• These Broadcasts will be mostly mobile
• Social Networks a...
Data is the new Oil...
  Shared bookmarks, playlists, social markers
      Click-trails and digital bread-crumbs
       Op...
It’s not (just) about
transporting the bits -
it’s about transporting
The Meaning.
Media as a Service (MaaS)
Summary
Thanks for your time




email me at gerd@mediafuturist.com
 twitter.com/gleonhard
  facebook: gleonhard
  more presentati...
TeleMedia Futures (eComm Amsterdam 2009)
TeleMedia Futures (eComm Amsterdam 2009)
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TeleMedia Futures (eComm Amsterdam 2009)

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TeleMedia Futures (eComm Amsterdam 2009)

  1. 1. Telemedia Futures ‣ Futurist by Gerd Leonhard ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard
  2. 2. Media was a simple game... until now
  3. 3. The past EGOsystem
  4. 4. The Future ECOsystem
  5. 5. EgoSystem to EcoSystem Future success in Telecom will not be possible without real & deep engagement in Media & Content (and therefore, Advertising, too)
  6. 6. Mobile + Social + Video: Major Game Changers in Telecom & Media
  7. 7. Social Media beats eMail ! Video beats Search...?
  8. 8. Source: STLPartners / Telco20.net
  9. 9. Upstream Downstream Source: STLPartners / Telco20.net
  10. 10. Key vortex-speed drivers
  11. 11. Expensive Cheaper Flat-Rated New Ecosystem
  12. 12. Content: pricing logic will flip Price Users 100 75 50 25 0 Was Will be
  13. 13. Content is only ~20% of the Cost Thanks to Flickr.com/alextorrenegra
  14. 14. The future: Bundle + ++ ++ High-Def Live Streams Virtual Goods Social Commerce ...
  15. 15. Content: where is the value? 100% Content / Copy
  16. 16. Content: where is the value? Content Context Curation 10% Timeliness 20% Embodiment Relevance 15% Others 5% 20% 10% 20%
  17. 17. What matters is no longer that we can actually connect and ‘download‘ all of it but who we connect with and what we actually get i.e. Content, Context, Curation, Community.
  18. 18. Lubricate the system and make content liquid
  19. 19. The quickest path towards economic suicide
  20. 20. But: the content pricing & licensing issues cannot be solved without the solid engagement of Telecoms, ISPs and Operators (as well as the Advertisers)
  21. 21. Source: Techcrunch UK Public, open and standardized Content Licenses
  22. 22. Advertising (2.0) Telecom Social Networks
  23. 23. Rights holders and content owners have the choice between Control and declining Revenues or ‘Open’ and new Revenues
  24. 24. Please: forget most of what you know about Advertising
  25. 25. Source: PaidContent.org
  26. 26. Friction is Fiction
  27. 27. TeleMedia Futures Content & Media Telecom Social Networks Advertising
  28. 28. The Opportunity: Lubricate!
  29. 29. Telcos can no longer ignore the need to solve the content problem online
  30. 30. Free gets you to a place where you can get paid. Quote by Fred Wilson, Union Square Ventures www.avc.com
  31. 31. • Social Networks are Broadcasters (yes... like Radio & TV) • These Broadcasts will be mostly mobile • Social Networks are where next Generation Advertising will go first • Content owners have no choice but to accommodate these audiences in terms of pricing and usage models
  32. 32. Data is the new Oil... Shared bookmarks, playlists, social markers Click-trails and digital bread-crumbs Opt-in information such as location Ratings, comments, tags and other feedback
  33. 33. It’s not (just) about transporting the bits - it’s about transporting The Meaning.
  34. 34. Media as a Service (MaaS)
  35. 35. Summary
  36. 36. Thanks for your time email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard more presentations at www.mediafuturist.com

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