This is the PDF of my presentation at CommunicAsia 2009, "The Future of Mobile Content, TV and Entertainment" . Topics: The content industries are seriously challenged by the Internet's disruptive forces - it may have taken longer but is really hitting home now. Many trusted business models are no longer working, copyright and value traditions are being challenged, and content consumption is drastically changing, everywhere. Now that Internet access is becoming a default part of just about every mobile phone, even more drastic changes are on the horizon. Who will pay for what kind of content on mobile phones, when, why, where and how? Will mobile TV and mobile music finally take off, and what will be the future business models? Where the opportunities are and where are the minefields and myths that need to be discarded.... More details on my blog: http://tinyurl.com/npq2yt

1. The Future of Mobile
Content, TV &
Entertainment
Gerd Leonhard
Media Futurist
www.mediafuturist.com

2. Connected people ‘consume’ differently
Sh a ring is the K ey Driver
Access t rumps Copy

4. Was:

5. Will be

6. Together, Broadband Culture and
Mobility will re-define how we think
about:
• Privacy
• Authority
• Ownership / Copyright
• Value (period) ‘Selling’ and Marketing
• R&D, and Production
• Work
• Education

7. 7 unique factors of Mobile
• The first truly personal mass
medium
• Captures the social context of
media consumption
• Always within 1 meter reach
• Always-on, inter-connected
• Available at the exact point and
time of inspiration
• Built-in payment options
• Offers most accurate audience
measurement

8. Access Diversity Control
> >> >>> >>>>

10. From the Xark Blog on
Future of News
“Rather than changing the
existing model publishers
are fumbling around for a
solution that requires
readers to fundamentally
change their behavior...”

11. The Internet

12. Accessing your content remotely
S ay goodbye to S elling Copies!

13. Not making content available is not a good move

15. So what is Content, in a Broadband Mobile Future?
• Professionally produced and
traditionally / legally owned
• Created by the Users and shared-
alike-commons-public-free-etc
• Meta-Content: the Users’ data and
click-streams layered around other
(professional) content
• Pro Content ‘appropriated’ by Users
• The Users themselves

16. Was:
It used to be...
Producers
Networks
Distributors
Owners

17. Now:
Producers
Networks
Distributors
Owners

18. Let’s take a look

19. The Net Generation The TV Generation
Reach the perfect Reach Millions of
100 people that people at the same
reach another 100 time - with the same
people that reach content or message
another 100 people... or... advertisement

20. The TV Generation The Net Generation
Switch off Switch On
I receive I send & receive
Couch Potato Subway Surfer
Helpless Powerful
Monoculture Multi-culture
United Fragmented

21. The Future of Digital Content
Open
Mobile
Connected
Collaborative
Interdependent

22. Soon: Radio X.0
Soon: TV X.0

23. So will people read like this?

24. A crucial shift in the content industries:
• Content ‘Pre-Web’: Presenting - and
selling - professionally produced
Content
• Content ‘Web-Native’: Presenting -
and selling - Context, People,
Relevance, Packaging, Timeliness
- and all types of Content!
N ew Gen eratives

26. Making $$ out of “Free”

27. Freemium: a definitive model for mobile content

28. •Free = nobody pays actual $ anywhere
•Feels Like Free = the payment is bundled,
or hidden, or absorbed somewhere else, or
build-in; but: no individual payment decision
is required everytime
•Freemium = all users get real value free of
charge, but a good percentage selects to buy
premium offers beyond the free level
•3rd party pays: someone else pays for my
usage because they want access to me (and
my data)

29. Freemium and New Generatives: Pandora
Convenience Premium Experience
Personalization ‘Paying for Privacy’
Packaging Convenience

30. Direct, ‘free’, hyper-connected, P2P, Word of Mouse...

31. Mobile Content allows for a Restart of the
outdated, broken, unsuccessful Web 1.0
Paradigms & Rules of Content Commerce
Open Platforms, Standards,
Monopolies Public Licenses
Copyright is all! Usage Right
I win- you lose Win-Win-Win
My money Our money
Ego-System Eco-System

32. The Future Mass Market is...
a Mass of Niches
Personalization
Customization
Sharing
Engagement
Transparency
Participation

33. Content Marketing is reversed

34. The Future: bundling and flat rates

35. It’s the packaging - Content as Software

36. The Mobile
Consumption of
Digital Goods is
the #1 growth story
of the next decade

37. Let’s make this our goal, too

38. Thanks for listening!
★ email me at gerd@mediafuturist.com
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