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A Peek into the Future

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Jean-Paul Edwards talk from the conference at Power to the Pixel's Cross-Media Forum in London, 12 October 2010

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A Peek into the Future

  1. 1. Jean-Paul Edwards Exec Director, Futures A peek in to the future: A Media Planner’s perspective on the convergent media landscape
  2. 2. A shifting relationship between content and advertising Content Economics Attention Economics time
  3. 3. The exponential platform
  4. 4. By 2015: A super computer >calculations 1 human brain An ‘iPod’ that can store every song ever recorded: 1gB bandwidth launched, 100mB common place >90% internet access reaching 99.5% of wealth New generation of games consoles
  5. 5. After then things get strange nanotech Robotics and genetics supercomputing
  6. 6. Don’t expect communications to stop changing until these exponential forces slow significantly ( which wont be for at least 10 years)
  7. 7. Today’s dynamics What are people doing now and what do we think they will be doing in the future
  8. 8. Mobile culture is global 53% nomophobia 50 SMS /day
  9. 9. Media is increasingly intimate
  10. 10. Facebook has won and is now a universal platform
  11. 11. Peer-curation
  12. 12. We love to play ‘What makes games fun is their design as formal systems that strip away much of the noise of everyday reality. A good game makes it challenging, but ultimately possible, to discern the essential signal of its interactive pattern.’ Jane McGonigal
  13. 13. Ichige!
  14. 14. Ichige Peer curation Media Intimacy Play Mobile Culture The Social Platform
  15. 15. Where next? What is going to shape the future?
  16. 16. Privacy issues will define all of our futures
  17. 17. The (highly disruptive) semantic age Connected Meaningful
  18. 18. (Trans)Media will transcend new boundaries
  19. 19. So.... • Everything is converging; technologies, ideas, content, revenue streams as Moore’s law marches on • Network effects outweigh scale efficiencies in an attention economy • Privacy issues and potential legislation define multiple scenarios • Consumer’s are looking for experiences that connect ideas and people that mean something to them
  20. 20. FOR MORE INFORMATION PLEASE CONTACT: Twitter: jeanpauledwards E: jp@omd.com

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