What i will address to today is why print media that

still remain the backbone and the centerpiece of our

media industry, with good reason, slowly is accepting

that it's print will be greatly reduced over the coming

15 years, most likely fade out.

There are 3 main clusters of drivers that collaborate

on this murder of what most Norwegians keep as

valuable asset to our everyday lives and our

democracy

Key driver #1• The first key driver is actually about the

hardware.

• The intensity and innovation of compelling handsets is enormous.

• Paper as a platform is losing and the melt down have started.

• The PC was not the digital paper. The smart phone and the tablet is.

Key driver #2• The second driver is about the availibility of rich business models on

digital platforms

• A number of research reports about the big jump to mobile

• 89% agree that mobile platform will be a key info-source within 2 years

• 80% optimize their website for mobile use

• 63% believe e-Readers and tablets will be vital to their distribution

• 62% of magazine owners have app plans

• Above 40% plans to charge for content!

• New rich content and new rich media business models

Key driver #3• The third driver is about social media going mobile.

• 32% access social network via mobile already

• 70% with geo location equipped mobile users, ask friends for opinions before buying

• Mobile phones have the power to become the hub of social computing. Social media on mobile is becoming a disruptive media.

• The killer logic is «to know what and who is nearby»

• Mobile is the ultimate gaming platform

• Mobile is the ultimate call to action-medium

Attention, Interest, Desire and ActionUsers that got inspired and bought a product

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Attention, Interest, Desire and ActionHave you ever bought a product you read about in a blog?

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Takeaways• Free is powerful. But convenience, immediacy, simplicity and context is better.

• Media has a tradition for living great from well established brands and concepts often 10, 20 and 30 years ago.

• This seems now to be changing with a platform and distribution revolution

• A few years ago we had hardly heard of e-Reader and tablets. What happens now? 25% of all households now have plans to buy this new mobile platform device. Only 13% a laptop

• We are now moving into the “Innovation Age”, where more than 50% of revenue will come from products launched less than 5 years ago

• This is a huge challenge that hits the media-sector world wide. Norway may have the most modern media-sector in the world. But it remains uncertain if they are qualified for this shift to the innovation age.