Post on 20-Aug-2015
Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
The Future of MediaPresentation @ Google London
July 11 2008
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We are only beginning to understand the huge consequences
of the shift from Disconnected to
Connected3Friday, July 11, 2008
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N E T W O R K E DF r o m ‘ T h e N e t w o r k ’ t o
Example: Music
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A Sharing and Forwarding
Culture6Friday, July 11, 2008
www.mediafuturist.com CHANGE staring in the Face of the Content Industries
Source of Cow Pic: flickr.com/photos/publicenergy
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Now, People
will subscribe to People.(And to Mass Media, too)
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Web1.0: Get (hear & see) ‘Noise’
Web2.0: Make Noise
Web3.0 Filter the Noise
Web4.0: SmartNoise
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All living on the Grid?Walter Mossberg on the Future of the Internet and
Rise of the Cell Phone:
the PC has peaked, and the future of the
internet belongs to pocket computers: The
internet is a grid," he remarked, "and we're
all going to be living on it, and carrying it in
our pocket all day long."
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Content
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A message via the St. Petersburg International
Economic Forum:
Economic Egoism
is not working anymore
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Transparent vs Secretive
Sharing & Collaboration vs Walling
‘Collaborative Competition’
Multi-lateral Consideration vs ‘Egoism’
Skillful Open - Closed Continuum
Trends
Trust & Merit vs Control20Friday, July 11, 2008
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From somewhere on the Net:
“Why does Google insist that it’s goal is to
‘organize the world’s information’?
Because it’s figured out one of the deepest secrets hidden at
the heart of 21st century economics:
Markets, networks, and communities can organize
economic activities radically more efficiently than firms.”21Friday, July 11, 2008
www.mediafuturist.com The story of the New York Times: Less Control... more Revenues?
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And finally... the Britannica!
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www.mediafuturist.com The challenge for Content Owners:Make $$ around the content
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www.mediafuturist.com The End of Scarcity changes everything
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www.mediafuturist.com The End of Scarcity changes everything
Un
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The End of Control as we knew it:
A huge paradigm shift: it’s not total control that wins in tomorrow’s
markets - it’s total empowerment.
It’s no longer about certified and central authority and the ‘select
few authorized professionals’ but also about the combined power of
masses of people.
It’s no longer just about actions guided by one’s own concerns and
immediate gains (economic egoism) but also about considering the
effect on the ecosystem - the network - as a whole
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• Digital content is not the same as physical property• Ownership enforcement is less important than Usage• Listening / viewing now is copying• Searching is getting• Value can no longer be defined just by unit sales
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Making money with Free Content?
BPI chief executive Geoff Taylor told BBC
News that the body was prepared to ... take
ISPs to court. "There is a phenomenal amount
of piracy out there and we believe that the
idea that 95% of content on the net is free is
not sustainable. We don't believe that society can allow the free consumption of content to persist," he said.
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www.mediafuturist.com Old tollbooth logic
http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
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www.mediafuturist.com New tollbooth logic
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But what IS Content?
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TextMusic &
AudioImagesVideo
...
Rating
Tags
Usage History
ContextPackages& ‘Skins’
Edits & Mixes
Click Streams
AttentionKernels
All
IS
CONTENT
Redefining Content
MetaData
Playlists
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Evaporating Distinctions:
Creator and Non-Creator
Professional and Amateur
Now, all of us are both - at different times & in different places
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Many Content Producers will expand into becoming Context Providers,
Curators, Aggregators, Packagers... Curation: Exposing and Seeding, Testing,
Rating, Tagging, Contextualizing, Remixing, (Re-)Framing, Packaging...
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The Internet is essentially forcing us to reinvent advertising
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Advertising
is
PublishingUsers Paying Attention In
Return for Getting Free Content38Friday, July 11, 2008
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The key to the Future of Advertising: the right blend of Sharing vs Privacy
Explicit Permission to temporarily and safely use
Attention-, Sharing- & Clickstream-Data in return
for free Content (Media) and Services
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Media & Content is
in the Network -
and so must
Advertising!40Friday, July 11, 2008
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Brands are Broadcasters
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Context: the Future Role of Telcos and Operators:Content, Service and Data Pipes
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The complete rethinking of
“Education” is next
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Some Future Challenges
๏ Collision of old and new copyright paradigms
๏ Total re-write of the concept of ‘Education’
๏ Constant Privacy Paradoxes
๏ Mental Obesity
๏ Attention Scarcity
๏ Globalization of hereto protected spaces and people
๏ Reducing Economic Egoism
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SummaryEconomic Egoism is so 1.0
Data is Content is King
Advertising is Publishing
Feels Like Free Content is here
Trust is the # 1 mission, across the board
Relevance over Quantity
The End of Control is shaping up everywhere
Summary
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Thanks for listening!Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
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