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Mobile Content Future Gerd Leonhard Momo Amsterdam Public

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Mobile Content Future Gerd Leonhard Momo Amsterdam Public

  1. 1. ★ twitter.com/gleonhard ★ www.mediafuturist.com Mobile Content Futures Gerd Leonhard @ Mobile Monday #10 in Amsterdam March 30 2009
  2. 2. TOTAL Mobility CONSTANT Peering and Connecting DEEP & VAST Oceans of Content and Information
  3. 3. •Straight to Digital Content •Straight to Mobile •Straight to Advertising 2.0
  4. 4. • Adding Location Awareness is like going from dial-up to broadband • Social and cultural challenges are enormous
  5. 5. (just) Source: Sander Duivestein
  6. 6. I also noticed 3 recent changes ;) • Domination is out - Collaboration is In - Egosystem becomes Ecosystem • Control is out - Openness is In • Monolog is out - Conversation is In
  7. 7. It used to be: More Control = More $$
  8. 8. Now: Collaboration is REQUIRED Osani Image provided by Susan Fassberg, Connectingdotz.com
  9. 9. especially for
  10. 10. Command & Control becomes Coordinate & Cultivate *Thomas Malone “The Future of Work” Governments Advertisers & Brands Search Telecoms Engines & Device Makers & Content CE Co’s Social Owners Networks
  11. 11. Next Generation ‘Advertising’ New Content Economy New Data Economy
  12. 12. Starting in 2009: • Total convergence of Telecom & Web Layers • Over-the top layers (devices, search, social media, content etc) will come down, Telecoms will move up!
  13. 13. Image via: kk.org This year, Google will get really involved in making ‘free’ Internet content legitimate and monetizable
  14. 14. A decade of Content Control: time to learn!
  15. 15. Total Control = Total $ Decline
  16. 16. Because this is where Content resides now...
  17. 17. Our Future is in the Cloud and the Crowd
  18. 18. The Future of Content: Attention-based Income Explodes Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 0 Was Is Soon Near Future Mid-term Future
  19. 19. We Brands are Now... Broadcasters Narrowcasters Conversation Leaders Participants Engagers
  20. 20. Marketing and Advertising - as we knew it - is just about dead People subscribe to People
  21. 21. Going forward, trust and Openness will make more $$$ - and earn
  22. 22. And maintaining trust will be hard work
  23. 23. It used to be: Yell more - Sell more
  24. 24. Now: Talk more = Sell more
  25. 25. and this is accelerating very quickly
  26. 26. Wired.com http://flickr.com/photos/foxwillow/
  27. 27. Centralized Models are becoming hard to maintain Decentralized Centralized>>> Microsoft / Windows Google MTV Youtube Traditional Telco Skype Cable TV Internet TV / IPTV WSJ The Guardian (UK)
  28. 28. Digital Content Trends Music Video Games Books Mags & Print Percentage of Revenues from Digital Services 100% 75% 50% 25% 0% 2008 2009 2010 2012 2015
  29. 29. Digital Content Trends
  30. 30. Digital unit prices should be 1/5 of physical prices because you don’t just sell something - you also buy something
  31. 31. ‘Free’ gets my Attention... Merit and Trust gets my Money.
  32. 32. Some predictions: the next 18 months • Twitter will reach 50 Million + Users • Facebook will become the default social utility - and the biggest global Content Broadcaster • Google will double it’s Advertising revenues • The RIAA and the IFPI will run out of cash • Telecoms will get flat-rate content licenses • Skype will re-emerge as content player • I will actually publish my next book, and finally make Honor’s Circle at Lufthansa Miles & More!
  33. 33. Participate or be participated!
  34. 34. Thanks for listening! Please talk back ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com

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