This presentation is an initial view that brings together a number of different perspectives on the future of media driven by potential changes within the sector, in adjacent arenas and beyond - it is based on multiple people's perspectives and we welcome other views to add / edit for v2 if you have them

1. Emerging
Shi+s
for
The
Media
Industry
13
September
2013
|
Tim
Jones

2. This
presenta6on
is
an
ini6al
view
that
brings
together
a
number
of
different
perspec6ves
on
the
future
of
media
driven
by
poten6al
changes
within
the
sector,
in
adjacent
arenas
and
beyond
Media
ShiDs
Adjacent
Changes
Macro
Trends

3. Shi+s
Within
The
Media
Industry

4. Instantaneous
Bite-­‐sized
Distribu=on
Mul6ple
media
sources
are
instantly
integrated
at
the
point
of
consump6on
to
provide
us
with
immersive
access
to
tailored,
bite-­‐sized
content

5. Curated
Content
Media
networks
and
crowd-­‐elected
taste-­‐makers
collate
bespoke
content
for
users
both
from
within
their
and
other
organiza6ons’
archives
and
from
related
public
and
individual
sources

6. Differen=ated
Knowledge
As
insight
is
globally
commodi6zed,
the
best
returns
go
to
those
who
can
produce
non-­‐standard,
differen6ated
knowledge
that
has
relevance
for
the
few
and
many

7. Democra=zed
Authorship
The
blur
between
professional
and
amateur
authorship
is
complete
as
content
is
valued
by
merit
and
constant
peer
review
more
than
historical
founda6on

8. Amplifica=on
Overrides
Edi=ng
The
role
of
the
amplifiers
of
opinion
rise
above
original
content
editors
as
crea6ve
talent
seeks
to
beLer
engage
with
audiences
directly
via
amplifica6on
plaMorms

9. Relevance
is
King
The
shiD
from
digital
dimes
to
mobile
pennies
is
reversed
as
contextual
data
is
fully
integrated
into
adver6sing
experiences
that
vary
content,
loca6on
and
personality

10. The
AJen=on
Economy
Content
sharing
is
faster
and
louder
to
build
and
retain
audiences
increasingly
predisposed
to
short,
sharp,
in-­‐moment
insights
rather
than
immersive
experiences

11. Precision
Value
The
total
value
assigned
to
access
is
zero:
The
value
of
content
is
aligned
to
the
content
itself,
not
the
value
of
the
distribu6on
plaMorm.
Value
comes
from
precision,
not
scale

12. Lean
Back
2.0
The
rise
of
tablets
enables
the
revitaliza6on
of
the
solitary,
relaxed,
in-­‐depth
and
immersive
pleasurable
lean
back
experience

13. Mass
Intelligence
Led
by
Pay
TV,
mass
audiences
are
aLracted
to
challenging
narra6ves
that
show
that
value
can
be
created
and
extracted
through
investment
in
high
quality
content

14. Future
of
Free
The
near-­‐zero
‘marginal
costs’
of
digital
distribu6on
creates
new
marketplaces
where
free
pricing
is
prac6cally
a
force
of
economic
gravity

15. Choreographed
Serendipity
Trusted
plaMorms
combine
credible
views
around
the
core
but
also
unveil
new
issues
making
mul6ple
subjects
relevant
for
the
reader

16. Adjacent
Sector
Changes
That
Could
Impact
Media

17. Everything
Niche
Niche
becomes
the
mainstream
as
the
cost
to
connect
those
with
common
interests
drops
to
zero
and
more
of
us
can
pay
aLen6on
to
specialist,
tailored
long-­‐tail
issues

18. Seman=c
Web
Access
Structured
and
unstructured
text,
video
and
image
data
is
automa6cally
processed
by
machines
ac6ng
as
intelligent
agents
without
the
need
for
human
input

19. Personalized
Localized
Presenta=on
Informa6on
is
con6nuously
updated
to
reflect
current
need
states
and
interests
and
provided
for
seamless
cross-­‐plaMorm
consump6on
for
the
individual

20. Less
Variety
The
future
is
one
of
reduced
choice
but
not
less
interest
as
bricks
and
mortar
retailers
provide
an
increasingly
edited
porMolio
of
products
through
ever
more
efficient
channels

21. Retail
Showrooms
Physical
retail
outlets
diverge
in
ac6vity
between
tradi6onal
stores
and
showrooms
where
we
browse
and
research
ahead
of
mobile
online
purchase
and
at-­‐home
delivery

22. Embedded
Gamifica=on
People
interact
with
informa6on
and
each
other
via
blended
digital
/
physical
environments
featuring
mul6ple
game-­‐like
elements
embedded
within
them

23. Live
Experiences
(Re)connec6ng
individuals
with
shared
interests
rises
in
significance
and
value
as
pivotal
live
events
that
create
moments
for
deeper,
richer
connec6ons
are
prized
above
distributed
interac6ons

24. End
of
Intellectual
Property
In
a
flaLened
world
where
China’s
domes6c
market
increasingly
sets
the
global
standards,
formal
intellectual
property
frameworks
are
replaced
by
know-­‐how
and
appeals
to
honesty

25. Performance-­‐Based
Adver=sing
With
Google
as
the
dominant
catalyst
for
change,
all
mainstream
media
adver6sing
moves
to
reward
measurable
‘effec6veness
per
view’
rather
than
number
and
segmenta6on
of
views

26. Small
and
Distributed
Local
at
home
produc6on
matches
consump6on
with
3D
and
digital
scanning
and
prin6ng
providing
highly
efficient
and
good
quality
instant
physical
outputs

27. Informa=on
is
S=ll
Power
Knowledge
and
informa6on
remains
a
source
of
compe66ve
advantage
but
retaining
control
is
more
complex
as
mobility
and
the
democra6za6on
of
everything
increases

28. Owning
Your
Digital
Shadow
Increasing
consumer
awareness
of
the
value
of
their
digital
footprints
drives
the
desire
for
greater
control
of
personal
data
balancing
convenience
and
benefit

29. Everything
Digi=zed
By
2020
all
the
world’s
informa6on
is
digi6zed,
storage
is
nearly
free
and
the
volume
of
data
in
the
world
is
doubling
monthly
–
we
can
all
access
the
21st
century
archive

30. End
of
Country
Borders
Ci6es
are
more
important
that
countries,
cultural
connec6ons
predominate
over
na6onal
iden66es
and
new
markets
link
together
dispersed
groups
around
common
issues

31. Perfectly
Informed
Consumers
BeLer
transparency
of
cost,
quality,
benefit
and
availability
enables
consumers
to
set
the
right
price
for
products
and
services
and
buyers
pay
sellers
what
they
want

32. Macro
Trends
Impac=ng
Many
Sectors

33. Mass
Customiza=on
Consumers’
expecta6ons
of
unique
and
bespoke
are
met
through
the
apparent
delivery
of
individual
combina6ons
drawn
from
choreographed
choice
architectures

34. Everyday
Leisure
With
increased
part-­‐6me
working
for
the
many
and
blurring
of
the
work-­‐life
balance,
leisure-­‐6me
shiDs
from
being
an
occasional
luxury
or
end
of
week
commodity
to
become
a
core
part
of
every
day

35. Pervasive
Mobile
PlaXorms
The
any6me,
anywhere
experience
is
delivered
via
increasingly
wearable
devices
that
connect
to
the
cloud
via
wireless
networks
whether
in
mo6on
or
staying
put

36. Open
Business
Models
Value
is
created,
shared
and
distributed
via
a
mix
of
use-­‐driven
metrics
and
underlying
informa6on
exchange
and
reuse
mechanisms
and
rewards

37. Dynamic
Pricing
Real-­‐6me
consump6on
paLerns
and
data
seamlessly
drive
the
marginal
value
of
content,
the
cost
of
access
for
adver6sing
and
the
underlying
cost
to
produce

38. Con=nuously
Earned
Trust
Inherited
and
historical
status
of
brands
and
icons
is
subsumed
into
a
world
where
trust
goes
to
the
most
credible
source
in
the
moment
and
many
fight
for
authen6city

39. Global
Talent
Networks
The
best
talent
operates
as
free
agents
across
mul6ple
networks
aLracted
not
to
employers
but
to
the
commissioners
that
can
provide
projects
worth
working
on
with
peers
of
note

40. Internet
of
Things
Every
device
and
consumable
product
has
an
integrated
unique
IP
address
that
enables
everything
to
become
an
ac6ve
node
in
the
shared
network

41. Self-­‐Organizing
Communi=es
Increasingly
decentralized,
self-­‐managing
and
semi-­‐autonomous
communi6es
created
on
the
basis
of
trust
and
shared
value
crea6on
work
together
to
deliver
projects

42. Redefining
Value
Consumers
want
to
par6cipate
in
value
crea6on,
shiDing
the
mindset
to
“made
with
me”
-­‐
Value
is
about
“shared
with
me”
as
the
ownerless
economy
expands

43. Openly
Shared
Insight
Knowledge
is
nothing
if
not
freely
shared
as
value
crea6on
shiDs
from
insight
ownership
to
insight
use
and
applica6on
while
content
sources
compete
to
share

44. Micro
Leisure
Moments
In
the
always-­‐on
world
where
we
sleep
with
our
devices,
short-­‐burst
6mes
to
disconnect
become
increasingly
integrated
into
a
maelstrom
of
mul6-­‐layered
experiences

45. Privacy
Backlash
Breaches
in
personal
and
societal
data
use
result
in
less
not
more
sharing
of
data
as
many
turn
off
loca6on
tracking
while
some
choose
to
opt-­‐in
to
a
privacy
marketplace

46. Layers
of
Time
Technology
evolves
faster
than
culture
and
values
with
different
genera6ons
leap-­‐frogging
each
other
in
their
means
of
communica6on,
interac6on
and
informa6on
access

47. Future
Agenda
84
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