Media Futurist Gerd Leonhard's Presentation at the Experience Economy Event in Amsterdam Jan 25 2008: Open Is King - The Future of Media

www.mediafuturist.com
Open is King

Gerd Leonhard
gerd@mediafuturist.com

Open is King - The Future of Media beyond Control

Friday, January 25, 2008 1

Open is King

Digital Society Trends
The Past & the Present: obtaining information
(data) and communication was (is) important
The Present / Immediate Future: Content
becomes more important, all the time
Soon: Context / Community / The Experience
becomes the crucial differentiator



From ‘The Network’ to
Open is King

NETWORKED


Open is King

Mass Media Decline in terms of PERSONAL relevance

Source: Chris Anderson The LongTail

Open is King

User Generated Content - Context - Conversation is exploding


Blogging Trends: Open +++
Open is King

Me

MultiMedia

Moments

Mobile

Mashed

Open is King

Open = Engaged


Open is King

Participate or Be Participated

Remix or Be Remixed


Behind all this change: www.mediafuturist.com
Open is King

The People
formerly
known as
Consumers

Open is King
For them, the web is now a canvas, not a newspaper.
Not (just) a Broadcast but a Narrowcast.
Not (just) a monolog but a conversation

Source: Nokia via Youtube



Life of 12-24 year olds
Will rarely read a newspaper but are attracted to some magazines
Will never own a land-line phone
Will not watch television on someone else’s schedule much longer
Trust unknown peers more than official experts
Are actually willing to pay for digital content - but Feels Like Free is first.
Perceive community at the center of the Internet experience
Like to pretend they are not interested in advertising or affected by brands
Will shift everything to mobile
Are less interested in television than any generation before
Want to move content freely from platform to platform with no restrictions
Want to be heard (or...generate)
Use IM and Social Nets. Think that e-mail is for their parents

Source: MTV Study


Today, we
are here

You think
media
sharing is
out of Tomorrow:
control SHARING x
now ? 1000
Think
again.....

Gerd Leonhard Music & Media Futurist www.mediafuturist.com

Open is King

Open is now King.
But: Many core, monetizeable assets will remain
‘controlled’ (Example: Google)


Open is King

On the top layer, Open Systems win, all around
• In the networked economy, visibility, transparency and
compatibility are becoming a must-have standard
• Often, profits are generated more indirectly than before (i.e. the
tollbooth may have been moved), and therefore the ‘Measuring-
Success’ - Metrics must be adapted, too
• Much success will continue to come from disrupting existing
products with commoditized open standards
• Openness is a risk that -if balanced carefully- is well worth taking



Turning Attention into Revenues



The Mission: Monetizing Anarchy



Now, Attention is the New Distribution



...and it’s also is new Way of Paying for Content



quot;One engaged viewer is worth eight regular viewersquot;


Media... www.mediafuturist.com

...was ...is and will be
Linear B Interactive
O
Text Web T Audio & Video Web
H
Copyright Usage Right
will
Advertising Ads as Content
C
O
Professional Creators N User / Usator Content
T
I
Pay with cash N Pay with attention
U
One way Push E 2-way Pull

Open is King

Now, People will subscribe to People.
And to Mass Media, too.


From........ To www.mediafuturist.com
Open is King

All Access More ’Wisdom’
1000s of ‘Friends’ A few real friends
Millions of free songs 30-40 good songs / month
All movies for free Those really good movies
Give me everything, all
Give me the right thing, at
the time the right time
I want to meet the right
Now I can meet anyone
people
Always multitasking, with
Focus, Paying Attention
short attention


The Future of Media Services is about Relevance Open is King

Not: where can I get this, how much can
I get, where is the best deal....?
But: what is relevant? Meaningful?
Enriching? A good fit? Time-worthy?



The Web is becoming a Canvas
Open is King


Open is King

Nokia predicts 25% of entertainment by 2012 will be created and consumed within peer communities


An expanded UGC definition
Open is King

User Based:

✦Content
✦Conversation
✦Context
✦Commerce

Open is King

Mainstream Media is about Hit Content

UGC is about Facilitation and

User Empowerment
.

The new ‘Sell’
Open is King


Open is King

The great shift in Selling Content:
Example: Music


It used to be that Revenues were www.mediafuturist.com
Open is King

generated WITH Music

Music


Now: new revenues are generated primarily www.mediafuturist.com
Open is King

AROUND Music

Music

Source of stats: Emarketer.com



3 ways of paying for Content Open is King

• Money A la Carte /
per Unit
Subscriptions Flat Rates
Revenue
Shares
Freemium Syndication

Commissions

Re-
• Attention (Time) Ads: Ads: Ads: Packaging Branding
Customized
Feeds
CPM CPC CPT (Alt Out)

Sponsorships
Up-Selling

• Engagement / Co-creation / Sharing / Viral / Peer Distribution

Affiliate
Revenues
Lead
Generation
Data
Minining
(w/Opt-In)
Commissions Many
Others!

There are different payment models along each Content Curve, and as content changes in popularity so does the curve (and the mix!)


Cultural Expertship Required...
Open is King

Niche Experts Required

Open is King

Content
Consumption is now
Device Agnostic

- and so is Advertising

Open is King

The Evolution of the car as a Media Space


The Mobility Explosion www.mediafuturist.com
Open is King

Outside of the U.S., mobile devices will become the #1 channel for Direct Marketing



The power of the mobile phone
Open is King

The phone is the first truly

Personal Medium

The phone has Payment built-in

The phone is a Communication and

Creation tool that’s always with you


Open is King

Imagine 4
Billion people trading
CONTENT on mobile devices
that can hold terabytes of data,
connecting via high speed
networks - and fully paid-for
with ADVERTISING



Personalization versus Privacy Open is King

Personalization, Opt-Ins and deep Data Mining are definitely a

requirement for successful next-generation marketing, advertising

and branding concepts.

Marketers must become more aware of Digital Intrusion Issues

and related worries, and consider them when devising campaigns

Safeguarding privacy will be one of the biggest challenges for the

Future of Advertising


Open is King

New horizons in Trust


Open is King

The Truth Travels Fast

Open must be win-win-win.


Open is King

Gerd Leonhard
gerd@mediafuturist.com

Thanks for your time and attention!


Media Futurist Gerd Leonhard's Presentation at the Experience Economy Event in Amsterdam Jan 25 2008: Open Is King - The Future of Media

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Media Futurist Gerd Leonhard's Presentation at the Experience Economy Event in Amsterdam Jan 25 2008: Open Is King - The Future of Media