The Future of Tele-Media and Digital Content (Telco2.0 Conference)
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Transcript of The Future of Tele-Media and Digital Content (Telco2.0 Conference)
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Tele-Media & Digital Content
Futuresby Gerd Leonhard
‣ Futurist‣ Strategist‣ Author & Blogger
www.mediafuturist.comtwitter.com/gleonhard
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Let’s consider these trends:
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Copy Economy
Access / Usage / Sharing
Economy
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From Copy to Access + + +From Product
to Service
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Source: PaidContent.org
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User fka ConsumerCreator
The Future of Content it’s really all just about 2 things:
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New, web-native toll-booth strategies
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The Past: Revenues based on controlling Consumers
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Enforcing Payment...? Controlling Copies...?
Source: ABC (Australia)
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=
The past: revenues based on Controlling Distribution
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‘Free’ SocialMobile
OpenThe Future: Revenues based on
Converting Attention
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Future success in Content will not be achieved without giving new
content licenses to Telecoms, ISPs and Operators
Future success in Content will not be achieved without giving new
content licenses to Telecoms, ISPs and Operators
Future success in Telecom will not be achieved without real & deep engagement in Media &
Content (and therefore Advertising)
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Content Futures: where is the value?
100%
Content / Copy
5%15%
15%
10% 20%
15%
20%
ContentContextCurationTimelinessEmbodiment / PackagingRelevanceOthers
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Content owners can’t, shouldn’t and don’t have to compete with Free Copies
Instead, content owners can compete with:Authenticity
Unique experiencesAdded Values
Packaging and Embodiment Timeliness (Real-Time)
CurationContext
Personalization & CustomizationWeb-Native Values
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Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is
ScarceSource:
ReadWriteWeb.com
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Direct, immediate, certified, personal content delivery
How much of a premium would you pay to receive the new song the very moment it
is finished, from the creator, himself, certified, personalized... guaranteed?
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Relevant, customizable, time-saving Curation
How much of a premium would you pay to get the 50 best chapters from the 50 best business books, in a single new eBook?
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Bundling music services within Social NetworksHow much of a premium would you pay to
have instant sharing of your peers’ playlists and favorites build-into your
mobile, your TV, your car-radio...?
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Attractive, unique, premium PackagingHow much of a premium would you pay to
have your preferred content uniquely available on your favorite mobile device, at all times?
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0
25
50
75
100
Was Will be
Price of ‘Access to the Copy’Number of legal, known, engaged UsersPremium Buyers (i.e. converted users)
Content Pricing Futures
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A fact: flat rates and bundles often work best
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Rights holders and content owners now have the choice between:
A) The Illusion of Control - and declining Revenues
B) ‘Open’ - and new Revenues
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We urgently need either a voluntary, collective license
proposal by the rights-holders, or legislation that legalizes and monetizes the use of Music on
the Internet.
Image: TelecomTV
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Just like...
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Telecoms, Operators ISPs
now need to get involved in
making ‘free’ web content
Monetizable
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Step 1: Permission
Step 3: Collaboration
Step 4: Co-Creation of newBusiness Models
Step 2: Lubrication
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email me at [email protected]/gleonhard
facebook: gleonhardmore presentations at
www.mediafuturist.com
Thanks for your attention