Gerd Leonhard's presentation at the 2010 INMA World Congress in New York, April 27, 2010 (International News Marketing Association) http://www.inma.org/modules/event/2010WorldCongress/

1. The Future of News, Publishing, and Media:
How to Monetize Content in the next 3 Years
Gerd Leonhard, Media Futurist, CEO: The Futures Agency
www.mediafuturist.com Twitter: @gleonhard

2. Foresight is absolutely crucial
Image via Slideshare.net/unknown

3. Global connectivity will increase faster than you may think
From Wikipedia: By allowing direct connection to core networks and 3G
Cellular/WiMAX towers, the O3b Networks system will completely
change the economics of telecommunications infrastructure in the
world's fastest-growing markets for communications services

4. Fragmentation is one of the chief results
of cheap, fast and mobile Connectivity

5. ...and increasing Disembodiment of Content

6. The other 3 Billion
(O3B) are coming

7. And they will not use Computers to connect

8. Computer = Work
iPhone | Smart Phones = Kind of Work
iPad | Tablets = not Work (mostly)

9. The Future will be a lot less linear

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

11. Content 2.0 Collaboration Examples

12. Right now: Transition Trauma *hat tip to Alan Moore
The old business logic is failing
but new models are still very sketchy

13. A painful but very promising transition

14. And so the weapons are coming out...
Image via flickr.com/dunechaser

15. But Monetization will only
be found at the Intersections
Content
CE / Devices
Advertising Telecom

16. New kinds of Advertising
will fund a lot of ‘free’ content
Video Source: ‘Built by the Factory’ / Youtube

17. Data is the new Oil
$1 Trillion

18. Moving to the Cloud: Content as a Service

19. Content in the Cloud •• $ in the Cloud
•Content Bundles with Mobile
Operators, Telcos and ISPs
(flat-rated, revenue-shared, ad-supported etc)
•Flat-rate Access bundled into
Cloud-Connected Devices

20. Connected
Audiences:
$ from Trust
not Control

21. The reality is that consumers have changed

22. Build new Ecosystems or risk Failure

23. Walled Gardens can be nice - but most will fail
Image via drm.info

24. The connected user pays because of
Trust, Value, Peer Recommendation
- not because they are forced to.

25. Getting paid for Digital Content
Strong Values & Compelling Reasons
Irresistible
Price-Points
i.e fair &
transparent
metering
Ease of Payment,
Packaging & Interface

26. Few will pay for the words, the flow, the
pure information, the copies of 0s and 1s

27. Many will pay for packaging,
curation, filtering, sense-making...

28. Curation & Filtering
Aggregation & Selection
Sense-Making & Relevance
Quality Control (Trust Guarantee)
Customization & Personalization
Cloud-to-Device Management
Interfaces and Packages
Location-based services
A better way to share experiences

29. Curation is a real $ Value

30. Personalization is a real $ Value

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

32. Who will pay, for what, when, how?

33. Defining Content 2.0
Mobile
Immersive
Cross-Media
Participatory
Experiences

34. Immersive

35. Cross-Media

36. Participatory

37. Sharing will drive real $$

38. Experiences
Source: HBR.org

39. Reasons for Optimism

40. It’s not the ‘End of the Old’
It’s the complete convergence
of Old and New.

41. Print & Digital
Web & TV
The Cloud & Smart Devices
Selling Copies & Selling Access
Control & Trust
Experts & Users aka Consumers

42. Things will get better. New $ will flow.

43. Summary
• Think mobile, web-native, social, location
• Solid monetization will only be achieved
via a new, collaborative content ecosystem
• New kinds of ads and ‘data-oil’ will indeed
fund lots of content, going forward
• Getting paid is the result of a careful
balance of value and price
• Bank on trust not control
• Embrace what is not
what should be

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