rsa london: the future of content and creativity gerd leonhard @rsa london march 2009

★ twitter.com/gleonhard

★ www.mediafuturist.com

★ www.music20thebook.com

★ www.gerdtube.com & .net

New Media Futures: What’s next for Content and Creativity

Presentation at the RSA LondonApril 8, 2009

‣ Futurist‣ Strategist‣ Author & Blogger

www.mediafuturist.comtwitter.com/gleonhard

Clients such as Google, Nokia, DDB, Sony BMG, Orange / France

Telecom, BBC, ITV, RTL, The European Commission, TribalDDB,

Omnicom, Siemens, Kuoni, Jamendo, COTT...

What I do:

(just)

The Age of Collaboration:

Egosystem becomes

Ecosystem

Digital Content Trends

0%

25%

50%

75%

100%

2008 2009 2010 2012 2015

Percentage of Revenues from Digital Services

Music Video Games Books Mags & Print

Source: The Standard

TOTAL Mobility EverywhereCONSTANT Peering and Connecting

DEEP Oceans of Content & Information

•Straight to Digital Content•Straight to Bundled Access•Straight to Mobile•Straight to next-gen Advertising

BRIC:

But: is ‘Content’ ready for this Future...?

Source: 43 Folders.com

The Future of Content: Copy $ down, Attention $$ up

0

2.5

5.0

7.5

10.0

Was Is Soon Near Future Mid-term Future

Copy Based Revenues Attention Based Revenues

$3 per app to do what people would do for free,

anyway: listen to their music A great alternative to

getting Radio-Play (i.e. NetPlay)

A great way to sell concert tickets and offer other

location-based services A direct line of

communication - from band to fan - is worth Gold

This is where Content resides now...

The Future of Content is in

the Cloud and the

Crowd

•Collaborative Revenue Models

•The joint development of New Generatives based on Open Access

•Collaborative Revenue Models

•The joint development of New Generatives based on Open Access

Listening, Reading or Watching =

Keeping, Copying & Sharing

‘Free’

‘Free’

‘Fre

e’

We need to license Content on the Internet like we license Radio - starting with Music

•Online access = music access•Music access = payment included

•Create a new ecosystem on-top!

The Printing Press brought us

CopyrightThe Internet brings

us Usage-Rights

Google & Free Music in China•Free / Feels Like Free Music for China! •Unlimited, unprotected downloads•Paid with Attention, $-ized via Ads• In China, little ‘cannibalization’ concerns•Google is willing to ‘lubricate’• Industry willing because: China is ‘lost’ for

traditional Copyright

My Translation: where we can still try to control distribution we will not allow this -

and where it’s a lost cause we will agree to new models?

New Data Economy

New Content

Economy

Next Generation ‘Advertising’

PRS: “Google had revenues of $5.7B in the last Q 08”

Youtube’s hosting costs were estimated at $ 360 Million in 2008Youtube will stream 100 Billion videos in 2009

0.01 Euro per stream would mean 1 Billion Euros / year in music licensing fees *if all videos had music *for the composers only!

Source: PaidContent.org

The Past:Controlling Content Distribution = $$$$

The Future: Making Content Available = $$$

In this world, Permission, Attention and Trust leads to Remuneration

Do you believe this?

How about this?

Or... this?

So should we control what People do online in order to protect a traditional business model?

So should we control what People do online in order to protect a traditional business model?

‘New Money’ Examples

‘New Money’ Examples

Quality of Access and Experience, Filtering, Context, Community, Packaging,

Relevance, Timeliness, Authenticity.... The New Generatives *read kk.org

Creating added value around Content

To get to the ‘new money’ we urgently need to legalize

what is already a default cultural paradigm:

Accessing, copying and sharing Content

The Future of Content is...Open

With a new Internet license for Music we

don’t just sell something - we also

buy something!

Advertising...?

Welcome to the Culture of Collaboration•Collaborative value creation: new $$$ together

•Make Money around the content

•Compensation not Control

‘Free’ gets my Attention...

Merit and Trust gets my Money.

Permission

Please talk back★ email me at gerd@mediafuturist.com★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at

www.mediafuturist.com

Thanks for listening!