The Future of Telecom and The End Of Control by Futurist Gerd Leonhard

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Futurist Gerd Leonhard talks about the future of telecoms in world where control is becoming virtually impossible.

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The Future of Telecom and The End Of Control by Futurist Gerd Leonhard

  1. Gerd Leonhard Media Futurist Telecoms and The End of Control By Gerd Leonhard www.mediafuturist.com www.endofcontrol.com
  2. Gerd Leonhard Media Futurist A few thoughts on the current crisis • This is indeed a major paradigm shift • Now is a good time to have real, 2-way conversations with your customers, and to maintain / build trust (consider blogs & twitter, video, wikis…) • There is no new Cookbook or Recipe, yet - sorry! • Whoever will empower the USERS the most, will win - especially now! • Great time to exploit latent opportunities • Biggest opportunity is to ‘Lubricate the Digital Economy’ *Simon Torrance, Telco2.0
  3. Gerd Leonhard Media Futurist 3 key aspects: Increasing fragmentation everywhere < Having Conversations becomes more < Collaboration is important than ever before more important than ever before
  4. Gerd Leonhard Media Futurist Telco Futures: Provide Platform for Experiences Service Pipe Connect People Content Pipe Connect Content Data Pipe
  5. Gerd Leonhard Media Futurist Get ready for some serious role changes…
  6. Don’t be ‘too little too late’ ! Gerd Leonhard Media Futurist quot;The company reported 3rd quarter net income of $6.5 million, compared to $13.4 million for the same period last year. Advertising declined 16% in the quarter after reporting an 11% fall for the first half of the year. Print advertising took the biggest hit with an 18.3% fall for the quarter, with classified advertising down 28%. Online advertising was up 10.2% …. but the online gains were not enough to offset the decline in print.
  7. Gerd Leonhard Media Futurist Scenes from the past
  8. Gerd Leonhard Media Futurist Do you like Control more than new Revenues? Was: More Control = More Money Will be: Less Control = More Growth
  9. Gerd Leonhard Media Futurist Data SMS Calls
  10. Gerd Leonhard Media Futurist Experiences Services Content Data SMS / MMS Calls
  11. Gerd Leonhard Media Futurist Instead of Control: • User empowerment • User participation • User engagement • Transparency • Openness • Collaboration
  12. Gerd Leonhard Media Futurist
  13. Gerd Leonhard Media Futurist
  14. Gerd Leonhard Media Futurist Now, People will subscribe to People. And to Mass Media.
  15. Gerd Leonhard Media Futurist The Future: connecting Users to Users is the key
  16. Connected Users = Control Shift Gerd Leonhard Media Futurist We can find out ...anything We decide who gets to market to us We find out we can actually do stuff, too * We are starting to question traditional rules
  17. Gerd Leonhard Media Futurist
  18. Gerd Leonhard Media Futurist  We can (could) control Copies - but not ‘Feeding’  We can (could) control PUSH - but not PULL  We can (could) control Closed - but not Open  We can (could) control Data - but not Community
  19. Gerd Leonhard Media Futurist The Future Role of Telcos and Operators: Content, Service, Experience and Data Pipes
  20. Gerd Leonhard Media Futurist Social Networking and Social Media is the next SMS. X 10 But:
  21. Gerd Leonhard Media Futurist The rise of Professional Amateurs Now, every user is also a….
  22. Gerd Leonhard Media Futurist Welcome to the People Formerly Known As … Audience Consumer Listener Customer Buyer
  23. Gerd Leonhard Media Futurist Hello… Users Creators Contributors Peers Producers …
  24. Gerd Leonhard Media Futurist Authority ? Ownership ? Control ?
  25. Gerd Leonhard Media Futurist Control Shift Examples
  26. Gerd Leonhard Media Futurist
  27. Gerd Leonhard Media Futurist We are rapidly moving from a Command-and-Control to Coordinate-and-Cultivate business culture (* Thomas Malone, The Future of Work) Feels Like Free Content (Flat Rates) Serious Competition for Attention & Permission Radical Customization and Personalization Advertising becomes… Content
  28. Gerd Leonhard Media Futurist The result of this new Broadband Culture is the radical disruption of: Production Copyright Ownership Competition Authority Control
  29. Gerd Leonhard Media Futurist Content Futures: Copy Economy Access & Attention Usage is the new Economy Currency
  30. Gerd Leonhard Media Futurist And where’s the new money?
  31. Gerd Leonhard Media Futurist Some related future predictions: Free Internet access becomes the default in many places A lot of premium content will be bundled (and paid for by 3rd parties) TV, Radio & the Web will converge completely Every single user will be engaged in social networks 50% of the ~850 Billion global advertising budget will shift to digital / interactive / next-generation ‘advertising’ Up to 50% of content will be generated by the Users, within 5 years Open platforms will become the default within 2-3 years
  32. Gerd Leonhard Media Futurist Some important Issues to solve Privacy becomes almost impossible to maintain Data & Identity Theft become more common Continuous Partial Attention is becoming more common Culture changes as Digital Natives take over However: the economic potential of an Open Network - of ‘Too Much Freedom’ - will always be much larger than that of a Closed, Controlled and Authoritarian Network
  33. Gerd Leonhard Media Futurist Operator 2.0 Keywords Attention not Control Experience Provider Freemium ‘Lifestyle Apps’ & APIs UGC Facilitation Content flat rates & “Feels like Free” New roles & new collaborations
  34. Gerd Leonhard Media Futurist Telco 2.0 Content Data Experiences Services Voice
  35. Gerd Leonhard Media Futurist Go easier on the Control key… Now is the time to Take Share, Transform & Lead
  36. Gerd Leonhard Media Futurist Your biggest Opportunity is here - and Now.

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