The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009
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“The Future of Media” Presentation by Gerd Leonhard ★ twitter.com/gleonhard ★ www.mediafuturist.com ‣ Futurist ‣ Strategist ‣ Author
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Futurist Gerd Leonhard talks about the new data-content-advertising economy. Monolog to conversation, dominance to collaboration, ownership to access. More at www.mediafuturist.com
Transcript of The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009
“The Future of Media”Presentation by Gerd Leonhard
★ twitter.com/gleonhard★www.mediafuturist.com
‣ Futurist‣ Strategist‣ Author
All of a sudden
MEDIA &
ENTER-TAIN-MENT
COMMU-
NICATION &
TELE-COM
ADVER-TISING
CONTENTSEARCH
Source: IBM Institute for Business Value Study
Huge potential - once licensing issues are
solved
Bundles and FlatRates will drive this
MUCH bigger potential (imho)
Think: Mobile + Content +Social Nets
The Music Industry: a good example of how not to do this...
Larry Lessig (and me, too ;):
Compensation not
Control
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
Digital Content Trends
Copy Economy
Access / Usage / Sharing Economy
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...) will come down, telecoms will move up!
2010: ‘Telecom’ and Media = TeleMedia
Data Pipe
Content Pipe
Experience PlatformService Pipe
Media will follow the switch from Closed to Open
From Domination to Collaboration
Google China President Kai Fu Lee: “Mutual Interest, rather than Monopoly,
is the key to sustainable growth”
Source: Nokia
Source: Susan Fassberg
Meet the 2nd biggest music retailer in Indonesia...
Kevin Kelly @ kk.org
0%
25%
50%
75%
100%
Was Is Soon The Future
Value Trends (by Gerd Leonhard)
Value of ‘a Copy’ Value of CONTEXTValue of Meta-Content Value of ExperiencesValue of Packaging
Value of ‘a Copy’
Value of ContextValue of Experience
Value of Meta-ContentValue of Packaging
Media $$$: no longer about Distribution
Should ISPs to control what people do online??
In the meantime...
New forms of Reputation and Status?
Social Media is becoming... CRM!
A new driver of commerce: Sharism
...the Output (i.e. publish, re-mix, co-create, life-stream...)the Input (i.e. remuneration in cash, attention, reputation...)... the Thruput (i.e. usage data, meta content, attention trails >> New Data Economics)
The Sharing Economy Logic
New Data Economy
New Content Economy
Next Generation Advertising
The new Generatives of Contentinfluenced by Kevin Kelly, Chris Anderson, Don Tapscott, Yochai Benkler...
T r u s tImmediacy
IndividualizationPackagingSelection / Filtering
ConvenienceConversation
Example: the difference between
iStockphoto photos are purchased because of:• Much better metadata.• Better findability.• Faster service.• Low & attractive price-points
New Generatives and The Future of Television
The TV experience is becoming unified across all screens
What’s new about that?•Your own, unique selection of add-ons, widgets and applications on all platforms
•This TV knows who you are!
And how will we experience all this?
Turning the USERs into $$
Summary
Participate or be participated!
TALK BACK:★ email me at [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at
www.mediafuturist.com
Thanks for your time!
