The document discusses how the internet is changing media and society. Key points: 1. The internet allows anyone to publish content, not just traditional media. This leads to a culture revolution as opinions come from a wider range of voices. 2. Readers want information anytime online. Publishing becomes continuous. Content can reach a global yet local audience. Performance and specialization improve with direct access to specific topics. Loyalty decreases as switching costs are low. 3. Aggregators may grow more than content creators as they control information flow and add value for readers. New influencers and business models will emerge. 4. The future of media will be personalized, understand individual interests, and recommend new information

1. Future of news
novakdav@gmail.com

2. Corporate strategies grew from military models
It may be essential
but not only one corporate strategy

3. Military models evolved from trivial market situations with very
limited know-how to secure prosperity

4. Typical symptom of "direct confrontation" mindset is giving enormous emphasis
to competitive benchmark in strategic decisions
Where everyone follows what everyone do,
human brain creates its own virtual market boundaries
Deadly arena with limited resources to fight for

6. Your network influence you
much more
than you would think.

7. What if all major players give more emphasis on competitive benchmark instead of customer experience?
market pressure
Grow lazy Get crazy
In low market pressure situations, Driven by fear as market pressure grows
competitive benchmark competitive benchmark spins unwise moves
slows down the innovation cycle becouse what others do is treated supperior to
that leaves opportunity window what customer needs
for unexpected challengers. Challengers have open doors again.

8. How to exit market boundaries
Do you plan to close or incease the gap
with your competitors?

9. Internet is changing media landscape
Dead of deadlines. Readers want online information anytime they want it.
Old news are old. Publishing stories become continous process.
Glocal reach. A Squirrel dying in your front yard may be more relevant to your
interests right now than people dying in Africa.
Driving performance. Reducing the gap between thought and action.
Improving specialisation due direct access to specific content.
Low loyalty. As cost of distribution is almost zero,
oversupply of information and simple switching
decrease reader’s loyalty.
Aggregators, not content providers grow now.
Readers turning in content providers.
More points of view are available to more people
than ever before. The marketplace of ideas is bigger.

10. Amount of content
change the internet Connected web
Triggered by tsunami of
accessible information, trivial
link became obsolete.
More complex relations between
elements evolved and became
more important than documents
itself.
Searchable web
Relevance indicators now defines
unique network structure to
Search box with direct access to each user.
broader range of content brings
more effective exploration of the Alive, moving, proactive, and
Catalogue web online world. intimate experience leaving the
traditional document as buried
Decade was defined by rise of artifact. You can reach it, but
First technique to organise search giants and the searchable someone (something) have to
growing amount of internet content web. Content publishers create give you a clue.
adopted from analogue world. content around top keywords.
Web knows who we are,
Scaling limitations made catalogue Suited as a universal reference, but wherever we go, threads our
obsolete and closed era of hardly a personal experience. The relationships and delivers richer
walled garden portals. unbeatable page rank failed. experiences.

11. How internet is changing society
In the past, the print media had total control over published content
They only accepted articles from people with quality writing skills
from widely acceptable sources
Public opinions were created and formed by these
white collar people.
Now blue collars from all social levels can publish their opinions
and easily find readers in the network
Internet users get used to authentic and firsthand experiences
News written by their peers
This leads into a culture revolution and crisis of education.

12. Magnifier of official institutions?
Carefully publishing widely acceptable messages?
Balanced? Unbiased? Uncommited?

13. Where could traditional publishing house possibly win against blue collars?
Quantity? Speed? Quality?
Millions smartphone users connected People walking in the streets. Journalist is a person who knows
to the internet. Ready to capture any encounter how to make articles.
and share it to the web. Real people knows
how to make real things.

14. 2
3
1
Infiltration, asimilation, confrontation: All these strategies could bring strong benefit, but all share the roots in military mindset ..
the same mindset that slowly gravitates corporates into "grow lazy" or "get crazy" situations..

15. And how react your fellow colleagues?
Facebook integration
2 Integration into Facebook
Buy MySpace
1
3
Murdoch says $580 Million MySpace Buy
was a "Huge Mistake"

16. Media experience of the future
Personal edition anywhere you go, available on any device. It will know what I have already read or
viewed, including how deep was my engagement with particular topics.
Understanding my preferences and interests based on tracking every bit of my activity for many years.
Featuring powerfull recommendation engine capable to predict what major news and events I do not yet
know about, but I should.
Offering various level of detail on broad range of topics justified to my personal taste - ranging from
afternoon grandson's fotball photos to molecular structure of new protein just discovered in Australia.
As the information overload will continue, new indicators of what should I pay attention to must
emerge to fit growing speed of live.
Role of content creators and such aggregators might separate as each of them features different
disciplines.
But in connected web overloaded with generated content, those aggregators controlling information flow
and developing value to readers will become the new media.
New influencers
Magnet for advertisers
that will dismiss traditional advertising model

17. What you think is outcome of equation
Sacrifice
Value
In order to achieve happiness, humans' choices result from trading off
its percieved value with sacrifice.
Value management understands, that the enterprise needs to focus on providing
a better value proposition than competitors.
Customer's willingness to sacrifice (spent time, tolerate advertising, subscription)
is given by overall value that product generates. Minus opportunity costs.

18. And here are the milion dollar questions!
Brain teaser

19. Brain teaser
When will be readers willing to pay for content?

20. Brain teaser
When will be readers willing to pay for content?
When its total value can outweigh the money.

21. Brain teaser
Why they do not generate more pageviews?

22. Brain teaser
Why they do not generate more pageviews?
The opportunity cost grows over time.

23. Brain teaser
Why you still read the presentation?

24. Brain teaser
Why you still read the presentation?
Your brain realised that value you can get
is worth the few minutes of sacrifice.

25. Alternative content sources
In-house creation
Free lancers
Example of value proposition Partnerships
in content creation. Crowd-sourced
Advertising partners
Libraries
Universities
What are the overcrowded "red oceans"
and what are the unexplored "blue oceans"?

26. Online education
Education provides positive impact on media brand.
Allows to achieve higher levels of specialisation
(remember the 12-years hackers)
Brings new business partnerships and opportunities
Accounts for $34 billion business with government
support
Valueable content people are even willing to pay for
(which is not true in case of traditional online outcomes)
MORE FACTS
75% of public learning institution have online education in long term plans
By 2020 it is projected that more than 50% of classes thougt will be online
Education-Specific URL will be submitted to search engines soon

27. All what matters is value to a reader
The more he can personaly benefit
The more he remebers from
(earn, save) from consuming your
your article, the more value is
content.
being generated.
It determinates success of
typography and inforgraphics. The more he can personally
contribute to your content.
The better he understands the
causes and consequences
The easier he can access the
content on various platforms.
The more point of view he will
consume, the better his mind The better you recognise his
can evolve. activity and drive actions
around it.
The more relevant content
(topic selection, location, age) The better you help him
you can expose to him. render experience
Encourage him to better decisions
the more valuable he will feel it
Don't just serve informations,
but guide how to use them or
even help to use them. The more you can overdeliver
on his expectation.

28. DANGER
of personalisation
Sofware agents tailor search results,
setup facebook page
and control content flows
We encounter only what we "Liked" in past
not what we need to see
and we enjoy it so much!
We are trapped by reminiscence of our past identity
and the death squirrels could easily
replace the democracy

29. Ultimate mission
Everyone wants to be someone who saw latest play by Vaclav Havel,
but now he wants to see Spiderman for the third times.
Let's fight an epic battle
for our future aspirational selves
versus our present spontaneus ones.
If media fails on being unconfortable, challenging and bringing opposite
perspectives,
over time, it will be very hard for human
to accept informations that have not been tailored for them.

30. Official authorities are loosing control over information flow
Decide on strategy how to reborn as connected web
Future generations must not remember your brand
as the white collars club

31. Focus on core related value innovation as it is the
only strategy that makes a whole more valuable
than sum of its parts
You want invest limited resources ...and not to end-up with this, which is
over time to end-up with this. destiny of your persuers,
who do not have the plans of engine.

32. Embrace the online education as single biggest "blue ocean"
opportunity for traditional media.
Product that will greatly benefit from global recession
as growing number of connected unemployed readers will seek
the opportunity for tapping new resources

33. Answer the awaken demmand for authentic stories
Rendering experiences
and development