This is the PDF of my presentation at the 2010 Guardian CMS event in London. Bottom lines: 1) we are moving from selling 'stuff' to selling services and experiences 2) EGOsystems are becoming ECOsystems because we are all connected now 3) Enforcing control when trust is crucial is a very bad idea 4) In the content industries, the concept of mostly 'selling copies' is toast - new generatives must be created and delivered 5) the future is in selling access, not (just) copies, and the ecology of selling access is UTTERLY DIFFERENT 6) the content 2.0 economy hinges on the new telecom economy, i.e. a new telemedia ecosystem is needed to really solve the key issues that the Internet has constantly amplified, across the board 7) All content is shifting to The Cloud, and Media As A Service (MaaS) will become a standard, very soon 8) therefore, Data is the new Oil (!!) 9) Value, Reason, Price, Ease of Payment and Packaging are the main success factors in selling content online 10) Most business models in the content industry will be based on a constantly changing mix of 'I pay, you pay, they pay' 11) Message to Murdoch et al: Forcing to Buy is like Forcing to Love!

1. Immediate Media Futures
What does the Future of Media look like -
and how can we adapt to it?
www.mediafuturist.com
twitter.com/gleonhard

2. Content ‘1.0’: The Past

3. Was: sell ‘stuff’

4. The Past,
today...?
Source: PaidContent.org

5. The Music Industry: What does the Future
look like - and how can we prevent it?

7. “Punish Them”... “Force them”....?
Enforcing Control when Trust is crucial
Do you like Control more than Money?

8. Distribution of copies as the main income stream...
Source: Flickr/exfordy

9. The Future is in selling Access

10. The Ecology of Access is dramatically different

11. ECOsystem not EGOsystem

12. Content 2.0 •••• Telecom 2.0
Experience Platform
Content Pipe
Service Pipe
Data
Pipe

13. Content 2.0 •••• Telecom 2.0
Experience Platform
Content Pipe
Service Pipe
Data
Pipe

14. Everything is shifting into...
Media as a Service (MaaS)

16. Content 2.0: the pricing logic flips
Price Users
100
75
50
25
0
Was Will be

17. How to get paid for Digital Content
Strong Values & Compelling Reasons
Irresistible
Price-Points
& Fair
Toll-Booth
Placement
Ease of Payment,
Packaging & Interface

18. Again:
1.Value & Reason
2.Right Price / Right Time
3.Ease & Packaging

19. I pay, you pay, they pay *hat-tip to Shelly Palmer
Advertisers
Bundles Telecoms
Subscriptions Device Makers
Flat Rates Consumers
Governments Social Payments
Micro-Payments

20. Forcing to
buy is like...
forcing to
love

21. Control ≠ Money
Egosystem 
Ecosystem

22. The Networks + Content + Advertising 2.0

23. Thanks for your attention!
App Store: “Media Futurist”
email me at gerd@mediafuturist.com
twitter.com/gleonhard
facebook: gleonhard