Gerd Leonhard Media Futurist Telecoms
and The End of Control By Gerd Leonhard www.mediafuturist.com www.endofcontrol.com

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

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

Gerd Leonhard Media Futurist Telco
Futures: Provide Platform for Experiences Service Pipe Connect People Content Pipe Connect Content Data Pipe

Gerd Leonhard Media Futurist Get
ready for some serious role changes…

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.

Gerd Leonhard Media Futurist Scenes
from the past

Gerd Leonhard Media Futurist Do
you like Control more than new Revenues? Was: More Control = More Money Will be: Less Control = More Growth

Gerd Leonhard Media Futurist Data
SMS Calls

Gerd Leonhard Media Futurist Experiences
Services Content Data SMS / MMS Calls

Gerd Leonhard Media Futurist Instead
of Control: • User empowerment • User participation • User engagement • Transparency • Openness • Collaboration

Gerd Leonhard Media Futurist

Gerd Leonhard Media Futurist

Gerd Leonhard Media Futurist Now,
People will subscribe to People. And to Mass Media.

Gerd Leonhard Media Futurist The
Future: connecting Users to Users is the key

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

Gerd Leonhard Media Futurist

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

Gerd Leonhard Media Futurist The
Future Role of Telcos and Operators: Content, Service, Experience and Data Pipes

Gerd Leonhard Media Futurist Social
Networking and Social Media is the next SMS. X 10 But:

Gerd Leonhard Media Futurist The
rise of Professional Amateurs Now, every user is also a….

Gerd Leonhard Media Futurist Welcome
to the People Formerly Known As … Audience Consumer Listener Customer Buyer

Gerd Leonhard Media Futurist Hello…
Users Creators Contributors Peers Producers …

Gerd Leonhard Media Futurist Authority
? Ownership ? Control ?

Gerd Leonhard Media Futurist Control
Shift Examples

Gerd Leonhard Media Futurist

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

Gerd Leonhard Media Futurist The
result of this new Broadband Culture is the radical disruption of: Production Copyright Ownership Competition Authority Control

Gerd Leonhard Media Futurist Content
Futures: Copy Economy Access & Attention Usage is the new Economy Currency

Gerd Leonhard Media Futurist And
where’s the new money?

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

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

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

Gerd Leonhard Media Futurist Telco
2.0 Content Data Experiences Services Voice

Gerd Leonhard Media Futurist Go
easier on the Control key… Now is the time to Take Share, Transform & Lead

Gerd Leonhard Media Futurist Your
biggest Opportunity is here - and Now.