1. @gleonhard
Gerd Leonhard
Futurist, Author, CEO
TheFuturesAgency
The Future of Media:
Social. Local. Mobile. Cloud

2. The Futures Agency-
The future is already here! what we do...

3. The future is already here!
For
as...
such
clients

4. The future is already here!
Download via Cloudftp

5. The future is already here!

6. Exponential Disruption... Speed

7. The future is already here!
Disrupt...or Be Disrupted

8. The future is already here!
There is
no recipe
- but there are
some important
learnings,
foresights and
hunches:)

9. “Change the instruments, and you will change
The future is already here!
the entire social theory that goes with them”
Bruno Latour 2009

10. The future is already here!
Social Media is Content. Not Marketing

11. My way or the highway...
The future is already here!
Can we enforce payment online?

12. The problem is not the ‘pay’ -
The future is already here!
it’s the wall!
Source:

13. Ease of use + Choice + Price +
The future is already here!
Added Values + Brand = $£€

14. The future is already here!
Convergence will pose serious Challenges
- and offer massive Opportunities
Search « » Social
Television « » Internet
Computer « » Mobile
Online « » Offline
Social Media « » Corp. Comms
Fragmentation « » Aggregation
User « » Producer

15. Next 3-5 years: TeleMedia convergence

16. The future is already here!
Content Devices
Technology / CE
Telecom

17. The future is already here!

18. The future is already here:
The future is already here! Voice Control | Instant Translation | Gestures

19. The future is already here!
Augmented Humans?

20. The future is already here!
Beyond Moore’s Law

21. The future is already here!
The Internet just made another 3 huge leaps
Social Local Mobile

22. The future is already here!

23. Nirvana - and quite possibly a
The future is already here! kind of Madness, as well

24. 2017: 5 Billion people, 75% mobile Internet,
The future is already here!
50+ major platforms, a €250 Billion ad market

25. The future is already here!
By 2017, between 50% to 75% + of all media
consumption will be via mobile devices *

26. Mobile. Social. Cloud. FLF:)
The future is already here!
*Feels Like Free

27. The future is already here!
Curated Mobile Immersion

28. From ‘Stuff’ to Services
The future is already here!
From hard goods to soft goods

29. Media.them ! Media.Us

30. The Social OS. Be networked or be... gone.
The future is already here!

31. The Social OS: we have new powers.
The future is already here!
Now we need to learn new responsibilities

32. The new cult of Publicy...:)

33. The future is already here!
Aren’t humans a
lot more
complex and
non-linear than
Algorithms?

34. Well, it is kind of a game:)

35. The future is already here!
It comes down to control and responsibility

36. The future is already here!
data oil
Many new, first-time-ever issues

37. Every screen is becoming some
The future is already here! kind of ‘connected TV or Radio’

38. The future is already here!
Second Screens: Many ‘New Generatives’

39. Fragmentation
is becoming a massive challenge

40. Touch. Play. Connect. Share.
The future is already here!
Access not ownership *

41. The future is already here!
Access *not ownership

42. The future is already here!
Music is first *

43. The future is already here!
Total Unbundling of Media

44. The end of Distribution as the key
The future is already here!
success factor, metric - and gate-keeper

45. Challenge #1 for the consumer, access to content
The future is already here!
will be much cheaper than copies i.e. ownership
Source: Huffington Post

46. Selling digital ‘Content’:
The future is already here!
70-90% ‘value’ reduction if compared to traditional, offline metrics

47. The future is already here!
Piracy ycariP
CEO of MacMillan UK, April 2011, via PaidContent.org

48. Control consumption?
Make content unavailable?
Enforce payment?
Restrict sharing?
Create artificial scarcity?
Sue fans into submission?

49. The future is already here!

50. So very true:
The future is already here!
It all depends...!

51. The future is already here!
LinkedIn
Skype
Google
Amazon
Dropbox
Evernote
Flickr
...

52. Premium-Services
The future is already here!
Up-Selling Added Values
New Generatives

53. Build income streams around Content.
The future is already here!
Invent added values, pursue collaborative business models

54. The future is already here!
Content
Context

55. The future is already here!
Content
Commerce

56. The future is already here!
Content
Ads

57. The future is already here!
Paper
News
News

58. The New Generatives *Kevin Kelly
The future is already here! Packaging and Interfaces
Curation, Filtering and Selection * Thanks to Kevin Kelly kk.org
Social Context & Relevance
Intelligent Aggregation
Assisted Serendipity
Timeliness and Personal Relevance
Quality and Trust Guarantee
Customization and Personalization
Localization / Contextualization
Cloud-to-Device Management
Advertising as Content (Branded Content)
Gamification
... and many more

59. The future is already here!
Some New Generatives

60. There are many other ways to get paid
The future is already here! (apart from cash)

61. The future is already here!
We are already..
Paying with our Data

62. The future is already here!
A Faustian deal?

63. The future is already here!
and eat it?
Having the cake

64. The future is already here!
Big Data will fund new ‘Big Content’

65. Image via WEF

67. The future is already here!
Digital Content Digital Advertising

68. Going Direct is becoming very real
The future is already here!

69. But Apps will need to open-up, as well
The future is already here!

70. Is this the Net we really want?
The future is already here!

71. The future is already here!
Key points to remember

72. Key points to remember
It’s a MOBILE world now
SoLoMo + Cloud
Disrupt or be disrupted
Access not (just) ownership
Content piracy is unmet demand
Value is derived around the content
Pursue new generatives
Data is the new Oil
Feels Like Free / Freemium is crucial

73. The future is already here! Thank
You!
D E S I G N :
C R E A T I V E