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

1. “The Future of Media”
Presentation by Gerd Leonhard
‣ ★ twitter.com/gleonhard
Futurist
‣ Strategist ★ www.mediafuturist.com
‣ Author

3. All of a sudden
COMMU-
MEDIA
NICATION
&
ADVER- &
SEARCH CONTENT ENTER-
TISING TAIN-
TELE- MENT
COM

4. Bundles and Flat
Rates will drive this
MUCH bigger
potential (imho)
Huge potential - once
licensing issues are
solved
Source: IBM Institute for Business Value Study

5. Think: Mobile + Content +Social Nets

7. The Music Industry: a good example of
how not to do this...

8. Larry Lessig (and me, too ;):
Compensation
not
Control

9. Digital Content Trends
Music Video Games Books Mags & Print
Percentage of Revenues from Digital Services
100%
75%
50%
25%
0%
2008 2009 2010 2012 2015

10. Digital Content Trends

11. Copy Economy
Access / Usage /
Sharing Economy

12. 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!

13. 2010: ‘Telecom’ and Media = TeleMedia
Experience Platform
Service Pipe
Content Pipe
Data
Pipe

14. Media will follow the switch from Closed to Open

15. From Domination to Collaboration
Source: Nokia
Google China President Kai Fu Lee:
“Mutual Interest, rather than Monopoly,
is the key to sustainable growth”

16. Source: Susan Fassberg

17. Meet the 2nd
biggest
music retailer
in
Indonesia...

18. Kevin Kelly @ kk.org

19. Value of ‘a Copy’ Value of CONTEXT
Value of Meta-Content Value of Experiences
Value of Packaging
Value Trends (by Gerd Leonhard)
Value of Context
100%
Value of Experience
Value of Meta-Content
Value of Packaging
75%
50%
25%
Value of ‘a Copy’
0%
Was Is Soon The Future

20. Media $$$: no
longer about
Distribution

21. Should ISPs to control what people do online??

22. In the meantime...

24. New forms of Reputation and Status?

25. Social Media is becoming... CRM!

26. A new driver of commerce: Sharism

27. The Sharing Economy Logic
...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)

28. New Data New Content
Economy
Economy
Next
Generation
Advertising

29. The new Generatives of Content
influenced by Kevin Kelly, Chris Anderson, Don Tapscott, Yochai Benkler...
Conversation
Convenience
Selection / Filtering
Packaging
Individualization
Immediacy
Tr u s t

30. Example: the difference between
iStockphoto photos are purchased
because of:
• Much better metadata.
• Better findability.
• Faster service.
• Low & attractive price-points

31. New Generatives and The Future of Television

33. The TV experience is becoming
unified across all screens

34. What’s new about that?
• Your own, unique selection
of add-ons, widgets and
applications on all platforms
• This TV
knows
who you
are!

35. And how will we experience all this?

37. Turning the USERs into $$

38. Summary

40. Participate or be participated!

41. Thanks for your time!
TALK BACK:
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
★ facebook: gleonhard
★ more presentations at
www.mediafuturist.com