The Future of ICT / TIME: Futurist Gerd Leonhard in Cologne (NSN)
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The Future of ICT: Realizing new economic values in Content, Social Media and Mobility Transformation
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Topics: # The consequences of what I call 'Broadband Culture' # Why and how digital content, UGC and Social Media are the biggest growth factors for the ICT industries, going forward # Why telecoms and ICT companies need to get involved with Content, and move up the foodchain # Why content flat-rates, starting with music, are the way forward, and need to be regulated # The copy economy vs the access / usage / sharing economy More on my blog http://tinyurl.com/dx9q2s
Transcript of The Future of ICT / TIME: Futurist Gerd Leonhard in Cologne (NSN)
The Future of ICT: Realizing new economic values in Content, Social
Media and Mobility
Transformation
The global economic fabric has changed
If the misison is
then this is a good question to ask:
are our assumptions still valid?
•Bundle•Filter•Aggregate•Curate•Contextualize•Personalize•Offer a ‘Home’
Broadband Culture: The basic Challenge - and the Opportunities
Source: IBM Institute for Business Value Study
Digital Content is a major growth factor in ICT
Huge potential once licensing is standardized
and 100% collective
Bundles and Flat Rates will boost this
Much larger potential (imho)
Digital Content, Ud&gC & Social Media will be the main drivers of growth in the Telecom space
In ICT / TIME, this transition means Getting involved with building a new Content Ecosystem Getting involved with creating Advertising 2.0 Moving up the Foodchain Embracing Social Media / Social Business & UGC
Starting in 2009:•Total convergence of Telecom & Web Layers•Deep collaboration becomes the KEY requirement for creating new business opps
•Over-the top layers (search, social media...) must come down, telecoms must move up!
This is where Content resides now...
This is also where new $$ reside now...
The Future is in the
Cloud and the
Crowd
http://www.flickr.com/photos/bip/
User Enablement becomes a prime objective
The Future of Content: Attention-based Income Explodes
0
2.5
5.0
7.5
10.0
Was Is Soon Near Future Mid-term Future
Copy Based Revenues Attention Based Revenues
Music: a good example of how not to do this...
Source: kk.org
New collective, blanket licenses for digital content - starting with Music - are inevitable
Copy Economy
Access / Usage / Sharing
Economy
Digital Content Trends
0%
25%
50%
75%
100%
2008 2009 2010 2012 2015
Percentage of Revenues from Digital Services
Music Video Games Books Mags & Print
The biggest opportunities will rely on deep collaboration across the Ecosystem
‘Social’
Search
Media & ContenT
Adver-tising
LocationSocia
l
Socia
l
Remember this one...?
Source: Sander Duivestein
Social Media
Social Business
Social Computing
Have you ever seen an ad that says
“Search with Google”?
The fuel:
http://flickr.com/photos/farquhar/
The Telecom sector needs to
get involved in making ‘free’
web content
monetizable
The switch from Closed to Open: Software
The switch from Closed to Open: News Media
The switch from Closed to Open: Elsewhere
Example: The Future of Television
Don’t prevent.Enable.Engage.Monetize.
The toll-booth challenge in digital content
21st century content economicsinfluenced by Kevin Kelly, Chris Anderson, Don Tapscott, Yochai Benkler...
T r u s tImmediacy
IndividualizationPackagingSelection / Filtering
ConvenienceConversation
Example of creating added value around Content
Turning the USERs into $$
The Redefinition of ‘Telecom’
Data Pipe
Content Pipe
Experience PlatformService Pipe
New Data Economy
New Content
Economy
Next Generation Advertising
0
2.5
5
7.5
10
Calls SMS Data Content Services Experiences
Focus on ControlOpportunities for Growth
Advertising Content
Communications
Content
Ads 2.0
UGCSocial
Platforms
Trust Transparency Conversation Collaboration
MOBILE Applications
