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MoMo #10 - Gerd Leonhard
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Transcript of MoMo #10 - Gerd Leonhard
★ twitter.com/gleonhard★www.mediafuturist.com
Mobile Content FuturesGerd Leonhard @
Mobile Monday #10 in Amsterdam March 30 2009
TOTAL MobilityCONSTANT Peering and Connecting
DEEP & VAST Oceans of Content and Information
•Straight to Digital Content•Straight to Mobile•Straight to Advertising 2.0
•Adding Location Awareness is like going from dial-up to broadband
•Social and cultural challenges are enormous
Source: Sander Duivestein
(just)
I also noticed 3 recent changes ;)
•Domination is out - Collaboration is In - Egosystem becomes Ecosystem
•Control is out - Openness is In
•Monolog is out - Conversation is In
It used to be: More Control = More $$
Now: Collaboration is REQUIRED
Osani Image provided by Susan Fassberg, Connectingdotz.com
especially for
Command & Controlbecomes
Coordinate & Cultivate*Thomas Malone “The Future of Work”
Telecoms
Content Owners
Device Makers & CE Co’s
Search Engines &
Advertisers & Brands
Social Networks
Governments
New Data Economy
New Content
Economy
Next Generation ‘Advertising’
Starting in 2009:•Total convergence of Telecom & Web Layers• Over-the top layers (devices, search, social media, content etc) will come down, Telecoms will move up!
Image via: kk.org
This year, Google will get really involved in making ‘free’ Internet
content legitimate and monetizable
A decade of Content Control: time to learn!
Total Control = Total $ Decline
Because this is where Content resides now...
Our Future is in the
Cloud and the
Crowd
The Future of Content: Attention-based Income Explodes
0
2.5
5.0
7.5
10.0
Was Is Soon Near Future Mid-term Future
Copy Based Revenues Attention Based Revenues
Brands are Now... Broadcasters
Narrowcasters Conversation Leaders
ParticipantsEngagers
We
Marketing and Advertising - as we knew it -
is just about deadPeople subscribe to
People
Going forward, trust and Openness will make more $$$ - and earn
And maintaining trust will be hard work
It used to be: Yell more - Sell more
Now: Talk more = Sell more
and this is accelerating very quickly
http://flickr.com/photos/foxwillow/
Wired.com
Centralized Models are becoming hard to maintain
Microsoft / Windows Google
MTV Youtube
Traditional Telco Skype
Cable TV Internet TV / IPTVWSJ The Guardian (UK)
Centralized>>> Decentralized
Digital Content Trends
0%
25%
50%
75%
100%
2008 2009 2010 2012 2015
Percentage of Revenues from Digital Services
Music Video Games Books Mags & Print
Digital Content Trends
Digital unit prices should be 1/5 of physical prices
because you don’t just sell something
- you also buy something
‘Free’ gets my Attention...
Merit and Trust gets my Money.
Some predictions: the next 18 months• Twitter will reach 50 Million + Users• Facebook will become the default social utility -
and the biggest global Content Broadcaster• Google will double it’s Advertising revenues• The RIAA and the IFPI will run out of cash• Telecoms will get flat-rate content licenses• Skype will re-emerge as content player• I will actually publish my next book, and finally
make Honor’s Circle at Lufthansa Miles & More!
Participate or be participated!
Please talk back★ email me at [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at
www.mediafuturist.com
Thanks for listening!