My presentation at TMForum 2010 Management 2010 in Nice see http://www.tmforum.org/ManagementWorld2010/KeynotePerspectives/8129/Home.html#leonhard

1. TeleMedia Futures
by Gerd Leonhard
TMForum Nice 2010
www.mediafuturist.com
twitter.com/gleonhard
‣ Futurist (Media & Communications)
‣ CEO The Futures Agency
‣ Author & Think-Tank Leader

3. Fast, cheap, mobile and social
Connectivity changes everything. Literally.

4. What do you make out of this...?
Source: Slideshare Network

6. Cable TV Under Fire...?

7. A Broadcast World
and a Networked World

8. It’s not the ‘End of the Old.’
It’s the total Convergence of
Old and New.

9. Total Convergence
Print | Digital
Web | TV
The Cloud | Storage
Selling Copies | Provide Access
Content | Advertising
Control | Trust
Producers | Users

10. Un-Connected
Hyper-Connected

11. A painful but very promising transition

12. ...and increasing disembodiment of Content

13. Governments Telecoms
Authors & Creators Search Engines
Advertisers Publishers
Consumers
Device Makers

15. Preventing the inevitable...?

16. In 5 years: Education will be 30% digital

17. Media as a Service (MaaS)

18. The Cloud ••• The Crowd

19. Content in the Cloud - $ in the Cloud
• Bundled Content Offerings from
Mobile Operators, Telcos and
ISPs (flat-rated, revenue-shared, ad-supported etc)
• Flat-rate Access bundled into
Cloud-connected Devices (with up-selling build-in!)
Source: Comscore 2010

20. I pay, you pay, they pay *Inspired by Shelly Palmer
Subscriptions
Micro-Payments
Bundles
Applications Social Payments
Flat Rates Telcos & ISPs
Advertisers
Device Makers
Taxes / Levies
Patronage

21. Data is the new Oil
UGC, shared bookmarks, playlists, social markers,
click-trails, opt-in information such as location,
ratings, comments, tags, like’s & other feedback

22. It used to be
Control = Money

23. Scarcity •• Friction •• Attention = $$$$

24. Soon: as a Business Model, Control is dead
Too expensive to dominate
Too many moving parts
Too much transparency
Too many people talking
Too much disruption by new players

25. Soon: as a Business Model, Control is dead

26. Advertising
Telecom
Content
Device Makers

27. The biggest opportunities are based
Disruption
on unprecedented Collaboration
across this new Ecosystem

29. Today: a digital Bermuda triangle

32. Real Monetization
will only be found at the
Intersections
Content
CE / Devices
Advertising Telecom

33. Forget most of what you know about Advertising

34. New kinds of Advertising
will fuel TeleMedia & Content

35. One of the Futures of Mobile Advertising

36. 30% + of all Advertising will be
digital / interactive / mobile /
social within 2-3 years,
globally.

37. The Redefinition of ‘Telecom’
Platform for Experiences
Service Pipe
Content Pipe
Data
Pipe

38. TeleMedia Paradigm Shifts
Focus on Control
Opportunities for Growth
10
7.5 Collaboration
5 Disruption
2.5
0
Calls SMS Data Content Services Experiences

40. Not ‘if’ but ‘how’ ‘when’ ‘where’....!

41. Think ‘cars’ not faster horses

42. So, to summarize
Control ≠ Money

43. Lubricate
the digital, mobile, social
Content Economy
Source: Scholz & Friends / Youtube

44. Thanks for your time
gerd@mediafuturist.com
twitter.com/gleonhard
Facebook: gleonhard
more presentations at
www.mediafuturist.com