Presentation on the 'Future of Content and Entertainment' held by G. Leonhard in Strasbourg (May 2010).

1. ‘Networked Media -The Future of
Content and Entertainment’
www.mediafuturist.com
twitter.com/gleonhard
‣ Futurist (Media & Communications)
‣ CEO The Futures Agency
‣ Author & Think-Tank Leader

2. Think ‘cars’ not faster horses

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

4. TV
Source: Slideshare Network
Media, Content and
Entertainment in the Cloud

5. TV
Source: Slideshare Network
Media, Content and
Entertainment in the Cloud

6. A Broadcast World
and a Networked World

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

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

9. Un-Connected
Hyper-Connected

10. Media as a Service (MaaS)

11. Increasing disembodiment of Content

13. A painful but very promising transition

16. Developing Countries First!
Source: Comscore 2010

17. 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

18. The TeleMedia Challenge

21. Forget most of what you know about Advertising

22. A huge shift in ‘Getting Attention’ *most is mobile!

23. One of the Futures of Mobile Advertising

24. 30% + of all Advertising will be
digital / interactive / mobile /
social within 2-3 years,
globally.

25. Sharing is the key driver in the Future of TeleMedia

26. Sharing generates Meta-Content: the ‘Oil’ of the Web

27. Was: sell ‘stuff’

28. Distribution of copies as the main income stream...
Source: Flickr/exfordy

29. Copies won’t equal $$ anymore
Source: kk.org

30. The Future: sell Access

31. The New
Premium
The new
Normal

32. Control = Money

33. The Consequences of Total Control?

34. Because Scarcity created Friction which
enforced Attention and ensured Payment

35. Connectivity
qu ir es
re
creates Openness

36. Ubiquity not Scarcity

37. Right now: Transition Trauma *hat tip to Alan Moore

38. How to get paid for Digital Content
Strong Values & Compelling Reasons
Irresistible
Price-Points
& Fair
Toll-Booth
Placement
Ease of Payment,
Packaging & Interface

39. Again:
1.Value & Reason
2.Right Price / Right Time
3.Ease & Packaging

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

41. I pay, you pay, they pay *hat-tip to Shelly Palmer
Advertisers
Bundles Telecoms
Subscriptions Device Makers
Flat Rates Consumers
Governments Social Payments
Micro-Payments

42. New kinds of Advertising
will fund a lot of ‘free’ content

43. Not mere consumption... Access, Packaging... Service!

44. Curation is a real $ Value

45. Social Networks are
the next
Broadcasters

46. It’s not either... or!
versus

47. Personal, digital consumer ‘Piracy’
is simply just Market Failure
Source: CEA.org

48. A connected Audience pays because of
Trust, Value, Peer Recommendation
- not because they are forced to.

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

50. Attention - Based Revenues
Was Is Soon Near Future Mid-term F

51. A Focus on the New Generatives
Content
Context
Curation 5%
Timeliness 20%
Embodiment / Packaging
15%
Relevance
Others
15%
15%
10% 20%
100%
Content / Copy

52. The Future of TV:
Send and
Receive

54. Connected TV Futures

55. TV & Online Video: the battle for Ad $

56. The issue of Control

57. U.S.: Video is at the center of the growth

58. TV 2.0....

60. We need to hurry up with next-generation Advertising

61. We must with-vertise not @vertise
Source:Hugh Mc Leod

62. In the un-connected, pre-Internet world we made
lots of $ with
Friction,
Domination &
Control

63. Open Innovation Examples

64. Command & Control
becomes
Coordinate & Cultivate
*Thomas Malone “The Future of Work”

65. Connected + Mobile + Social
kills the idea of using Friction
to ensure or enforce Payment.

66. The Internet kills the idea of
‘Forcing’ - not the idea of ‘Paying’
Source: Flickr.com/herby_fr

68. When we are really connected,
Curation matters more than volume

69. Increasing Fragmentation is certain

70. The Internet has unbundled Music,
Television, Books, Magazines, News...

71. Broadcast Model Networked Model

72. The Future will be even faster - and a lot less linear

73. Hyper-Competition
 Hyper-Collaboration

74. Control Issues will be huge

75. Defining Social
Media 2.0 Mobile
Immersive
Cross-Media
Participatory
Experiences

76. We must adopt web-native, connected Business Models

77. Thanks for your attention!
email me at gerd@mediafuturist.com
twitter.com/gleonhard
facebook: gleonhard