1. The Future of Media
Presentation at Estacio de Sa
Rio de Janeiro June 26 2010
Gerd Leonhard Media Futurist
The Futures Agency

2. What I do:
www.mediafuturist.com
www.twitter.com/gleonhard

3. Business grows when shared

4. The Conversation happens with or without you

5. Tomorrow
Today

6. Going Direct is becoming possible

7. But the Internet is not a Rose Garden

8. Business 2.0

9. Explosive Fragmentation

10. Not just consumption but Sharing and
(Co)-Creation are the key drivers in the
Future of Media

11. Media 2.0: Sharing is not
subject to Renegotiation
Youtube.com/user/ScholzundFriends Source: Fastcompany

12. The World’s OS is Morphing
OS
i al
oc
, S
e w
n
A

13. A Broadcast World
and a Networked World

14. Closed, Controlled, Exclusive = Money

17. Power was about what you can control
Now, Power is about
what you can unleash

18. Welcome to the New Normal

20. The Future is Collaboration
The global, social ‘Brain’

21. On Cable, the Networks ruled

22. In a Broadband World, the Users
- and their Amplifiers - rule *

23. “Business Model Failure”
Image Source: IFPI.org

24. Beware of Toxic Assumptions
Giving
Permission
to use

25. Connected Users
will increasingly - and
exponentially - organize against
what they feel are obsolete and
outmoded structures

26. Legacy Media Social Media

27. The Future

28. Open = Risks. But Closed = Irrelevance

29. Selling ‘copies’ is a shrinking business
Image Source: kk.org / Kevin Kelly

30. Selling ‘access’ is an exploding business

31. Good luck!

32. Everything we like... forbidden?

33. People buy when the value, the
timing and the package is right

34. Media 2.0

35. Yes, people do spend $ on content online!

36. EGOsystem
ECOsystem

37. Whatever I can get
Exactly what / when /
where / how I want

38. Was: “my success - my money”

39. Now:
“Our Success - Our Gains”

40. All future success will be based on
unprecedented hyper-collaboration

41. Such as

42. Image Source: Photobucket
We need to lose our fear of
‘depending too much on others’

43. Businesses - and their leaders -
become Connectors (not just Directors)

44. Privacy is now an action we must take

45. Unintended consequences will occur

46. Privacy is an Action we must take

49. Links are the Currency

50. Content ‘Piracy’ is Market Failure e y
o n
= M
ive
lu s
xc
, E
led
o l
n tr
Co
d,
se
Clo

51. The Future: Flat-rated & bundled Content

52. The Internet is the new Radio

53. Image Source: Ars Electronica 2008
New Social Contracts

54. versus

55. Paying because it’s easier, better, fair-
priced, value, convenience...!

56. The Future of Selling is...
Connecting.

57. Brands are either Networked.
Or Invisible i.e....Dead.

58. Thanks for your attention!
email me at gerd@mediafuturist.com
Twitter: gleonhard
Facebook: gleonhard
LinkedIn: gleonhard