Topics: # The consequences of what I call 'Broadband Culture' # Why and how digital content, UGC and Social Media are the biggest growth factors for the ICT industries, going forward # Why telecoms and ICT companies need to get involved with Content, and move up the foodchain # Why content flat-rates, starting with music, are the way forward, and need to be regulated # The copy economy vs the access / usage / sharing economy More on my blog http://tinyurl.com/dx9q2s

1. The Future of ICT:
Realizing new economic
values in Content, Social
Media and Mobility
Transformation

2. The global economic fabric has changed

5. If the misison is
then this is a good question to ask:
are our assumptions still valid?

6. Broadband Culture: The basic
Challenge - and the Opportunities
•Bundle
•Filter
•Aggregate
•Curate
•Contextualize
•Personalize
Offer a ‘Home’

7. Digital Content is a major growth factor in ICT
Bundles and Flat Rates will
boost this
Much larger potential
(imho)
Huge potential once
licensing is standardized
and 100% collective
Source: IBM Institute for Business Value Study

8. Digital Content, Ud&gC & Social Media will be
the main drivers of growth in the Telecom space

9. In ICT / TIME, this transition means
Getting involved with
building a new Content
Ecosystem
Getting involved with
creating Advertising 2.0
Moving up the Foodchain
Embracing Social Media /
Social Business & UGC

10. Starting in 2009:
• Total convergence of Telecom & Web Layers
• Deep collaboration becomes the KEY
requirement for creating new business opps
• Over-the top layers (search, social media...)
must come down, telecoms must move up!

12. This is where Content resides now...

13. This is also where new $$ reside now...

14. The Future is in the
Cloud and the
Crowd

15. User Enablement becomes a prime objective
http://www.flickr.com/photos/bip/

16. The Future of Content: Attention-based Income Explodes
Copy Based Revenues Attention Based Revenues
10.0
7.5
5.0
2.5
0
Was Is Soon Near Future Mid-term Future

17. Music: a good example of how not to do this...

18. Source: kk.org
New collective, blanket licenses for digital
content - starting with Music - are inevitable

19. Copy Economy
Access /
Usage / Sharing
Economy

20. Digital Content Trends
Music Video Games Books Mags & Print
Percentage of Revenues from Digital Services
100%
75%
50%
25%
0%
2008 2009 2010 2012 2015

22. The biggest opportunities will
rely on deep collaboration
across the Ecosystem

23. Media &
l
ContenT
a
i
Adver-
Search
c
tising
a
o i
‘Social’
S c
o
Location

24. Remember this one...?
Source: Sander Duivestein

25. Media
ocial
S
siness
ocial Bu
S
puting
al Com
Soci

26. Have you ever seen an ad that says
“Search with Google”?

27. The fuel:
http://flickr.com/photos/farquhar/

28. The Telecom sector needs to
get involved in making ‘free’
web content
monetizable

30. The switch from Closed to Open: Software

31. The switch from Closed to Open: News Media

32. The switch from Closed to Open: Elsewhere

34. Example: The Future of Television

35. Don’t prevent.
Enable.
Engage.
Monetize.

36. The toll-booth challenge in digital content

37. 21st century content economics
influenced by Kevin Kelly, Chris Anderson, Don Tapscott, Yochai Benkler...
Conversation
Convenience
Selection / Filtering
Packaging
Individualization
Immediacy
Tr u s t

38. Example of creating added value around Content

39. Turning the USERs into $$

40. The Redefinition of ‘Telecom’
Experience Platform
Service Pipe
Content Pipe
Data
Pipe

41. Next
Generation
Advertising
New
Content
Economy
New Data
Economy

42. Focus on Control
Opportunities for Growth
10
7.5
5
2.5
0
Calls SMS Data Content Services Experiences

43. Communications
Advertising Content

44. Trust Transparency Conversation Collaboration
Social
UGC
MOBILE
Platforms
Applications
Ads 2.0
Content

45. Thanks for listening
Gerd Leonhard
www.mediafuturist.com
Twitter.com/gleonhard
gerd@mediafuturist.com