Futurist Gerd Leonhard talks about the new data-content-advertising economy. Monolog to conversation, dominance to collaboration, ownership to access. More at www.mediafuturist.com
Why Teams call analytics are critical to your entire business
The Future Of Media Gerd Leonhard Media Futurist @ Plugg 2009
1. “The Future of Media”
Presentation by Gerd Leonhard
‣ ★ twitter.com/gleonhard
Futurist
‣ Strategist ★ www.mediafuturist.com
‣ Author
2.
3. All of a sudden
COMMU-
MEDIA
NICATION
&
ADVER- &
SEARCH CONTENT ENTER-
TISING TAIN-
TELE- MENT
COM
4. Bundles and Flat
Rates will drive this
MUCH bigger
potential (imho)
Huge potential - once
licensing issues are
solved
Source: IBM Institute for Business Value Study
9. 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
12. 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...)
will come down, telecoms will move up!
13. 2010: ‘Telecom’ and Media = TeleMedia
Experience Platform
Service Pipe
Content Pipe
Data
Pipe
15. From Domination to Collaboration
Source: Nokia
Google China President Kai Fu Lee:
“Mutual Interest, rather than Monopoly,
is the key to sustainable growth”
19. Value of ‘a Copy’ Value of CONTEXT
Value of Meta-Content Value of Experiences
Value of Packaging
Value Trends (by Gerd Leonhard)
Value of Context
100%
Value of Experience
Value of Meta-Content
Value of Packaging
75%
50%
25%
Value of ‘a Copy’
0%
Was Is Soon The Future
27. The Sharing Economy Logic
...the Output (i.e. publish, re-
mix, co-create, life-stream...)
the Input (i.e. remuneration in
cash, attention, reputation...)
... the Thruput (i.e. usage
data, meta content, attention
trails >> New Data Economics)
28. New Data New Content
Economy
Economy
Next
Generation
Advertising
29. The new Generatives of Content
influenced by Kevin Kelly, Chris Anderson, Don Tapscott, Yochai Benkler...
Conversation
Convenience
Selection / Filtering
Packaging
Individualization
Immediacy
Tr u s t
30. Example: the difference between
iStockphoto photos are purchased
because of:
• Much better metadata.
• Better findability.
• Faster service.
• Low & attractive price-points
41. Thanks for your time!
TALK BACK:
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
★ facebook: gleonhard
★ more presentations at
www.mediafuturist.com