This is the public version of my presentation at Next10 in Berlin, May 11, 2010, on the topic of "Friction is Fiction - the future of media, business and communications" see www.frictionisfiction.com for more details and the Lulu bookstore with the book with the same title. http://gerd.fm/bon5Kb has more details

1. Friction
is Fiction
The Future of Media, Content & Business
Gerd Leonhard
Mediafuturist.com • Twitter: @gleonhard

2. Foresight & Imagination is crucial
Back then...
Now

3. In the un-connected, Pre-Internet world we made
lots of money using
Friction,
Domination +
Control

5. Control was Money

6. Because Scarcity created Friction which
enforced Attention and ensured Payment
like...?

7. Connectivity + Mobile + Social
kills the idea of using Friction to
ensure or enforce Payment.
Youtube.com/user/ScholzundFriends

8. Note: Connectivity kills the idea of
‘Forcing’ - not the idea of ‘Paying’
Source: Flickr.com/herby_fr

9. The weapons are coming out
Source: ABC / Youtube
Image via flickr.com/dunechaser

10. Would you vote for anyone that proposes this?

11. In this world...
Forcing to
buy is like...
forcing to
love

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

13. As a Business Principle, Friction is dead
Too expensive to dominate
Too many moving parts
Too much transparency
Too many people talking
Too much disruption by new players

14. Now, it’s about Liquidity. Lubrication
Too expensive to dominate
Too many moving parts
Too much transparency
Too many people talking
Too much disruption by new players

16. Empowered and
Engaged Users -
lubricating the ecosystem

17. Not Friction but Liquidity
Attention is the new Currency
Trust is the new Control

18. We need to make it work with Ubiquity

19. The Future: few walled Gardens more Jungles.

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

21. We must With-vertise not @vertise
Source:Hugh Mc Leod

22. We need to switch to
natively-connected
Business Models

23. ...which means to unlock value to receive value...

24. We need to give up Control
to gain Trust ...and to
possibly be ‘In Command’

25. Think engagement
not enforcement
Think ‘cars’ not faster horses

26. Lubricate
the
Digital Economy

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