The Future of Tele-Media and Digital Content (Telco2.0 Conference)


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My presentation at eComm Amsterdam in November 2009, see more details here: Basically, the content industry starting with music is rightfully worried about distribution becoming free. This is a global phenomenon. The more broadband we have the better devices, the more the push towards sharing and trading stuff without payment is clearly there. On the other hand, the content industry has, to a very large degree, refused to license the content in so many new ways that are being asked for, starting with imeem and YouTube, and MySpace originally. The refusal to license has essentially created a vacuum to where everyone rightly then also says if we can't actually do it legally, we have two choices which is to quit or to do it without permission. Then you have companies like imeem and MySpace and YouTube initially doing it without permission. ...

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The Future of Tele-Media and Digital Content (Telco2.0 Conference)

  1. 1. Tele-Media & Digital Content Futures by Gerd Leonhard ‣ Futurist ‣ Strategist ‣ Author & Blogger
  2. 2. Let’s consider these trends:
  3. 3. Copy Economy Access / Usage / Sharing Economy
  4. 4. From Copy to Access + + + From Product to Service
  5. 5. Source:
  6. 6. The Future of Content it’s really all just about 2 things: User fka Creator Consumer
  7. 7. New, web-native toll-booth strategies
  8. 8. The Past: Revenues based on controlling Consumers
  9. 9. Enforcing Payment...? Controlling Copies...? Source: ABC (Australia)
  10. 10. The past: revenues based on Controlling Distribution =
  11. 11. The Future: Revenues based on Converting Attention Open Mobile Social ‘Free’
  12. 12. Future success in Content will not be achieved without giving new content licenses to Telecoms, ISPs and Operators Future success in Telecom will not be achieved without real & deep engagement in Media & Content (and therefore Advertising)
  13. 13. Content Futures: where is the value? Content Context Curation 5% Timeliness 20% Embodiment / Packaging 15% Relevance Others 15% 15% 10% 20% 100% Content / Copy
  14. 14. Content owners can’t, shouldn’t and don’t have to compete with Free Copies Instead, content owners can compete with: Authenticity Unique experiences Added Values Packaging and Embodiment Timeliness (Real-Time) Curation Context Personalization & Customization Web-Native Values
  15. 15. Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is Scarce Source:
  16. 16. Direct, immediate, certified, personal content delivery How much of a premium would you pay to receive the new song the very moment it is finished, from the creator, himself, certified, personalized... guaranteed?
  17. 17. Relevant, customizable, time-saving Curation How much of a premium would you pay to get the 50 best chapters from the 50 best business books, in a single new eBook?
  18. 18. Bundling music services within Social Networks How much of a premium would you pay to have instant sharing of your peers’ playlists and favorites build-into your mobile, your TV, your car-radio...?
  19. 19. Attractive, unique, premium Packaging How much of a premium would you pay to have your preferred content uniquely available on your favorite mobile device, at all times?
  20. 20. Content Pricing Futures Price of ‘Access to the Copy’ Number of legal, known, engaged Users Premium Buyers (i.e. converted users) 100 75 50 25 0 Was Will be
  21. 21. A fact: flat rates and bundles often work best
  22. 22. Rights holders and content owners now have the choice between: A) The Illusion of Control - and declining Revenues B) ‘Open’ - and new Revenues
  23. 23. We urgently need either a voluntary, collective license proposal by the rights-holders, or legislation that legalizes and monetizes the use of Music on the Internet. Image: TelecomTV
  24. 24. Just like...
  25. 25. Telecoms, Operators ISPs now need to get involved in making ‘free’ web content Monetizable
  26. 26. Step 1: Permission Step 2: Lubrication Step 3: Collaboration Step 4: Co-Creation of new Business Models
  27. 27. Thanks for your attention email me at facebook: gleonhard more presentations at