TeleMedia Futures (eComm Amsterdam 2009)
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The document discusses how telecommunications companies must engage with media and content to succeed in the future. It outlines how social media, mobile technology, and video are major drivers of change in telecom and media. Specifically, social networks are becoming broadcasters and the place where new forms of advertising will emerge. For content owners, the options are open content licenses that enable new revenue streams or maintaining control but risking declining revenues. The document argues that telecom companies can no longer ignore solving the online content problem and that "lubricating" the system by making content more liquid and open is the quickest path towards success.
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TeleMedia Futures (eComm Amsterdam 2009)
- 1. Telemedia Futures ‣ Futurist by Gerd Leonhard ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard
- 2. Media was a simple game... until now
- 3. The past EGOsystem
- 4. The Future ECOsystem
- 5. EgoSystem to EcoSystem Future success in Telecom will not be possible without real & deep engagement in Media & Content (and therefore, Advertising, too)
- 6. Mobile + Social + Video: Major Game Changers in Telecom & Media
- 7. Social Media beats eMail ! Video beats Search...?
- 8. Source: STLPartners / Telco20.net
- 9. Upstream Downstream Source: STLPartners / Telco20.net
- 11. Expensive Cheaper Flat-Rated New Ecosystem
- 12. Content: pricing logic will flip Price Users 100 75 50 25 0 Was Will be
- 13. Content is only ~20% of the Cost Thanks to Flickr.com/alextorrenegra
- 14. The future: Bundle + ++ ++ High-Def Live Streams Virtual Goods Social Commerce ...
- 15. Content: where is the value? 100% Content / Copy
- 16. Content: where is the value? Content Context Curation 10% Timeliness 20% Embodiment Relevance 15% Others 5% 20% 10% 20%
- 17. What matters is no longer that we can actually connect and ‘download‘ all of it but who we connect with and what we actually get i.e. Content, Context, Curation, Community.
- 18. Lubricate the system and make content liquid
- 19. The quickest path towards economic suicide
- 20. But: the content pricing & licensing issues cannot be solved without the solid engagement of Telecoms, ISPs and Operators (as well as the Advertisers)
- 21. Source: Techcrunch UK Public, open and standardized Content Licenses
- 22. Advertising (2.0) Telecom Social Networks
- 23. Rights holders and content owners have the choice between Control and declining Revenues or ‘Open’ and new Revenues
- 24. Please: forget most of what you know about Advertising
- 28. TeleMedia Futures Content & Media Telecom Social Networks Advertising
- 30. Telcos can no longer ignore the need to solve the content problem online
- 32. Free gets you to a place where you can get paid. Quote by Fred Wilson, Union Square Ventures www.avc.com
- 33. • Social Networks are Broadcasters (yes... like Radio & TV) • These Broadcasts will be mostly mobile • Social Networks are where next Generation Advertising will go first • Content owners have no choice but to accommodate these audiences in terms of pricing and usage models
- 34. Data is the new Oil... Shared bookmarks, playlists, social markers Click-trails and digital bread-crumbs Opt-in information such as location Ratings, comments, tags and other feedback
- 35. It’s not (just) about transporting the bits - it’s about transporting The Meaning.
- 36. Media as a Service (MaaS)
- 37. Summary
- 38. Thanks for your time email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard more presentations at www.mediafuturist.com