My presentation from the Online Content and Creative Rights Conference in Brusssels http://conferences.euobserver.com/creative09/index/ more details at http://www.mediafuturist.com/2009/12/the-future-of-content-in-the-digital-economy-euobserver.html

1. Creative Industries in
the Digital Economy
Presentation at EU-Observer Event in Brussels, December 1, 2009
by Gerd Leonhard
www.mediafuturist.com
twitter.com/gleonhard

2. First:
The Internet

3. It’s about the User and the Creator - not just the industry!

4. C C
R O
E N
A S
T U
O M
R E
S R

5. C
R U
E
A
S
T E
O
R
R
S S

6. Content
is first a Service & an
Experience - and only
then (maybe) a Product.

7. The new content framework
• Access now comes before ownership
• All-you-can-eat and unlimited offers, flat-fees
& bundles are needed to foster legal usage
• ‘Feels Like Free’ is a crucial step to conversion
• Paying with attention (fka advertising) is still
very early but will soon be very real

8. New Technologies
New Behaviors
New Standards
New Contracts
New Remuneration

9. Key success factors: Permission
i.e. Public Licenses, Standards,
Transparency, Open Platforms
Source: Dontdisconnect.us

10. Copies don’t equal $$ anymore
Access does!
Source: kk.org

11. The Toll-Booth Challenge: how to
monetize access rather than copies
Source: istockphoto

12. A TeleMedia Ecosystem
Public, open and standardized
Content Licenses

13. Protection & Control = Income?
Protection & Control = Income
Permission, Engagement,
Collaboration and $-Sharing
= Income

14. In Music, first, we urgently need
either a voluntary, collective
license proposal by the rights-
holders, and / or legislation that
legalizes and monetizes the
usage on the Internet.

15. Just like...

16. We have been here before
D !
S E
E N
L I C

17. Content 2.0: the inevitable Shift to Open
Open licenses
Open collectives
Open distribution
Open competition
Open partnerships
Open technologies
Open data standards

18. Hybrid Models in many variations

19. Every large audience can be monetized

20. Content Commerce 2.0:
don’t try to sell what is
Ubiquitous - sell what is
Scarce

21. We must focus on the New Generatives
Content
Context
Curation 5%
Timeliness 20%
Embodiment / Packaging
15%
Relevance
Others
15%
15%
10% 20%
100%
Content / Copy

22. 2 things are needed
New ‘Pools of Money’ (i.e.
collective, open, public and
standardized rights licenses)
Government (& Creators & Industry)
New, next-generation revenue
streams that ‘up-sell’ on-top
Industry & Market Players

23. Step 1: Permission
Step 2: Collaboration
Step 3: Co-Creation of new
Business Models

24. “When the Winds of
Change are
blowing, some People
build Shelters, others
build Windmills”

25. Thanks for your time!
email me at gerd@mediafuturist.com
twitter.com/gleonhard
facebook: gleonhard
more presentations at
www.mediafuturist.com