My presentation at eComm Amsterdam in November 2009, see more details here: http://www.mediafuturist.com/2009/10/pre-ecomm-conference-interview-telemedia-futures.html Basically, the content industry starting with music is rightfully worried about distribution becoming free. This is a global phenomenon. The more broadband we have the better devices, the more the push towards sharing and trading stuff without payment is clearly there. On the other hand, the content industry has, to a very large degree, refused to license the content in so many new ways that are being asked for, starting with imeem and YouTube, and MySpace originally. The refusal to license has essentially created a vacuum to where everyone rightly then also says if we can't actually do it legally, we have two choices which is to quit or to do it without permission. Then you have companies like imeem and MySpace and YouTube initially doing it without permission. ...

1. Tele-Media &
Digital Content
Futures
by Gerd Leonhard
www.mediafuturist.com
‣ Futurist
twitter.com/gleonhard
‣ Strategist
‣ Author & Blogger

2. Let’s consider these trends:

3. Copy Economy
Access /
Usage /
Sharing
Economy

4. From Copy to
Access + + +
From Product
to Service

5. Source: PaidContent.org

6. The Future of Content it’s really all just about 2 things:
User fka
Creator
Consumer

7. New, web-native toll-booth strategies

8. The Past: Revenues based on controlling Consumers

9. Enforcing Payment...? Controlling Copies...?
Source: ABC (Australia)

10. The past: revenues based on Controlling Distribution
=

11. The Future: Revenues based on
Converting Attention
Open
Mobile
Social
‘Free’

12. Future success in Content will not
be achieved without giving new
content licenses to Telecoms, ISPs
and Operators
Future success in Telecom will
not be achieved without real &
deep engagement in Media &
Content (and therefore Advertising)

13. Content Futures: where is the value?
Content
Context
Curation 5%
Timeliness 20%
Embodiment / Packaging
15%
Relevance
Others
15%
15%
10% 20%
100%
Content / Copy

14. Content owners can’t, shouldn’t and
don’t have to compete with Free Copies
Instead, content owners can compete with:
Authenticity
Unique experiences
Added Values
Packaging and Embodiment
Timeliness (Real-Time)
Curation
Context
Personalization & Customization
Web-Native Values

15. Content Commerce 2.0:
don’t try to sell what is
Ubiquitous - sell what is
Scarce
Source:
ReadWriteWeb.com

17. Direct, immediate, certified, personal content delivery
How much of a premium would you pay to
receive the new song the very moment it
is finished, from the creator, himself,
certified, personalized... guaranteed?

18. Relevant, customizable, time-saving Curation
How much of a premium would you pay to
get the 50 best chapters from the 50 best
business books, in a single new eBook?

19. Bundling music services within Social Networks
How much of a premium would you pay to
have instant sharing of your peers’
playlists and favorites build-into your
mobile, your TV, your car-radio...?

20. Attractive, unique, premium Packaging
How much of a premium would you pay to
have your preferred content uniquely available
on your favorite mobile device, at all times?

21. Content Pricing Futures
Price of ‘Access to the Copy’
Number of legal, known, engaged Users
Premium Buyers (i.e. converted users)
100
75
50
25
0
Was Will be

22. A fact: flat rates and bundles often work best

23. Rights holders and content owners now
have the choice between:
A) The Illusion of Control - and
declining Revenues
B) ‘Open’ - and new Revenues

24. We urgently need either a
voluntary, collective license
proposal by the rights-holders,
or legislation that legalizes and
monetizes the use of Music on
the Internet.
Image: TelecomTV

25. Just like...

26. Telecoms, Operators ISPs
now need to get involved in
making ‘free’ web content
Monetizable

27. Step 1: Permission
Step 2: Lubrication
Step 3: Collaboration
Step 4: Co-Creation of new
Business Models

28. Thanks for your attention
email me at gerd@mediafuturist.com
twitter.com/gleonhard
facebook: gleonhard
more presentations at
www.mediafuturist.com