TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010
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‣ Futurist (Media & Communications) ‣ CEO The Futures Agency ‣ Author & Think-Tank Leader TeleMedia Futures by Gerd Leonhard TMForum Nice 2010 www.mediafuturist.com twitter.com/gleonhard
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Transcript of TeleMedia Futures: Gerd Leonhard Talk at TMForum Nice 2010
‣ Futurist (Media & Communications)‣ CEO The Futures Agency‣ Author & Think-Tank Leader
TeleMedia Futuresby Gerd Leonhard
TMForum Nice 2010
www.mediafuturist.comtwitter.com/gleonhard
Fast, cheap, mobile and social Connectivity changes everything. Literally.
What do you make out of this...?
Source: Slideshare Network
Cable TV Under Fire...?
A Broadcast World and a Networked World
It’s not the ‘End of the Old.’It’s the total Convergence of
Old and New.
Print | DigitalWeb | TV
The Cloud | StorageSelling Copies | Provide Access
Content | AdvertisingControl | Trust
Producers | Users
Total Convergence
Un-Connected
Hyper-Connected
A painful but very promising transition
...and increasing disembodiment of Content
Governments
Authors & Creators
Advertisers
Device Makers Consumers
Publishers
Search Engines
Telecoms
Preventing the inevitable...?
In 5 years: Education will be 30% digital
Media as a Service (MaaS)
The Cloud ••• The Crowd
Content in the Cloud - $ in the Cloud
•Bundled Content Offerings from
Mobile Operators, Telcos and
ISPs (flat-rated, revenue-shared, ad-supported etc)
•Flat-rate Access bundled into
Cloud-connected Devices (with up-selling build-in!)
Source: Comscore 2010
I pay, you pay, they pay *Inspired by Shelly Palmer
Advertisers
Bundles
Subscriptions
Flat Rates
Applications
Telcos & ISPs
Device Makers
Taxes / Levies
Social Payments
Micro-Payments
Patronage
Data is the new OilUGC, shared bookmarks, playlists, social markers,
click-trails, opt-in information such as location, ratings, comments, tags, like’s & other feedback
It used to be
Control = Money
Scarcity •• Friction •• Attention = $$$$
Soon: as a Business Model, Control is dead
Too expensive to dominate
Too many moving parts
Too much transparency
Too many people talking
Too much disruption by new players
Soon: as a Business Model, Control is dead
ContentTelecom
Advertising
Device Makers
The biggest opportunities are based
on unprecedented Collaboration
across this new Ecosystem
Disruption
Today: a digital Bermuda triangle
Real Monetization will only be found at the
Intersections Content
Telecom AdvertisingCE / Devices
Forget most of what you know about Advertising
New kinds of Advertising will fuel TeleMedia & Content
One of the Futures of Mobile Advertising
30% + of all Advertising will be digital / interactive / mobile /
social within 2-3 years, globally.
The Redefinition of ‘Telecom’
Data Pipe
Content Pipe
Platform for Experiences
Service Pipe
0
2.5
5
7.5
10
Calls SMS Data Content Services Experiences
Focus on ControlOpportunities for Growth
TeleMedia Paradigm Shifts
DisruptionCollaboration
Not ‘if’ but ‘how’ ‘when’ ‘where’....!
Think ‘cars’ not faster horses
So, to summarize
Control ≠ Money
Source: Scholz & Friends / Youtube
Lubricate the digital, mobile, social
Content Economy
twitter.com/gleonhardFacebook: gleonhardmore presentations at
www.mediafuturist.com
Thanks for your time
