‣ Futurist (Media & Communications)‣ CEO The Futures Agency‣ Author & Think-Tank Leader

www.mediafuturist.comtwitter.com/gleonhard

‘Networked Media -The Future of Content and Entertainment’

Think ‘cars’ not faster horses

Fast, cheap, mobile and social Connectivity changes everything.

TV

Source: Slideshare Network

Media, Content and Entertainment in the Cloud

TV

Source: Slideshare Network

Media, Content and Entertainment in the Cloud

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

Un-Connected

Hyper-Connected

Media as a Service (MaaS)

Increasing disembodiment of Content

A painful but very promising transition

Developing Countries First!

Source: Comscore 2010

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

The TeleMedia Challenge

Forget most of what you know about Advertising

A huge shift in ‘Getting Attention’ *most is mobile!

One of the Futures of Mobile Advertising

30% + of all Advertising will be digital / interactive / mobile /

social within 2-3 years, globally.

Sharing is the key driver in the Future of TeleMedia

Sharing generates Meta-Content: the ‘Oil’ of the Web

Was: sell ‘stuff’

Source: Flickr/exfordy

Distribution of copies as the main income stream...

Source: kk.org

Copies won’t equal $$ anymore

The Future: sell Access

The New Premium

The new Normal

Control = Money

The Consequences of Total Control?

Because Scarcity created Friction which enforced Attention and ensured Payment

Connectivity creates Opennessrequires

Ubiquity not Scarcity

Right now: Transition Trauma *hat tip to Alan Moore

How to get paid for Digital Content

Irresistible Price-Points

& Fair Toll-Booth Placement

Ease of Payment, Packaging & Interface

Strong Values & Compelling Reasons

Again:

1.Value & Reason

2.Right Price / Right Time

3.Ease & Packaging

Not ‘if’ but ‘how’ ‘when’ ‘where’....!

I pay, you pay, they pay *hat-tip to Shelly Palmer

Advertisers

Bundles

Subscriptions

Flat Rates

Governments

Telecoms

Device Makers

Consumers

Social Payments

Micro-Payments

New kinds of Advertising will fund a lot of ‘free’ content

Not mere consumption... Access, Packaging... Service!

Curation is a real $ Value

Social Networks are the next

Broadcasters

versus

It’s not either... or!

Source: CEA.org

Personal, digital consumer ‘Piracy’ is simply just Market Failure

A connected Audience pays because of Trust, Value, Peer Recommendation

- not because they are forced to.

Content is first a Service & an Experience - and only

then (maybe) a Product.

Was Is Soon Near Future Mid-term Future

Attention - Based Revenues

A Focus on the New Generatives

100%

Content / Copy

5%15%

15%

10% 20%

15%

20%

ContentContextCurationTimelinessEmbodiment / PackagingRelevanceOthers

The Future of TV:

Send and

Receive

Connected TV Futures

TV & Online Video: the battle for Ad $

The issue of Control

U.S.: Video is at the center of the growth

TV 2.0....

We need to hurry up with next-generation Advertising

Source:Hugh Mc Leod

We must with-vertise not @vertise

In the un-connected, pre-Internet world we made

lots of $ with Friction,

Domination & Control

Open Innovation Examples

Command & Controlbecomes

Coordinate & Cultivate*Thomas Malone “The Future of Work”

Connected + Mobile + Social kills the idea of using Friction

to ensure or enforce Payment.

The Internet kills the idea of ‘Forcing’ - not the idea of ‘Paying’

Source: Flickr.com/herby_fr

When we are really connected, Curation matters more than volume

Increasing Fragmentation is certain

The Internet has unbundled Music, Television, Books, Magazines, News...

Broadcast Model Networked Model

The Future will be even faster - and a lot less linear

Hyper-Competition Hyper-Collaboration

Control Issues will be huge

SocialMobile

Immersive Cross-Media

ParticipatoryExperiences

Defining Media 2.0

We must adopt web-native, connected Business Models

email me at gerd@mediafuturist.comtwitter.com/gleonhardfacebook: gleonhard

Thanks for your attention!