gerd leonhard media20
DESCRIPTION
Presentation given by Gerd Leonhard, MediaFuturist at MobileMonday National Summit in Munich, November, 30, 2009.TRANSCRIPT
Media 2.0: Mobile, Social, Open...Free?
Gerd LeonhardPresentation at Mobile Monday Munich
www.mediafuturist.comtwitter.com/gleonhard
versus
It’s not either... or!
There is no one-fits-all recipe
Not all ‘Content’ is the same
Not all Media is the same
Not all Users are the same
Not all Cultures are the same
Murdoch’s imaginary Pay-Walls
@Umairh: “Blocking Google is about as smart as eating a pound of plutonium”
Source: ABC (Aus)
Youcannot
put content behind walls and generate new $$
Artificial Scarcity is a one-way ticket to extinction
Source: CEA.org
Personal, digital consumer ‘Piracy’ is simply just Market Failure
Free gets you to a place where you can ask to get paid*Quote by Fred Wilson, Union Square Ventures www.avc.com
*or receive other benefits
The product: ease, speed, price, convenience
• Good quality images• Finding the right photo is quick
and easy• The rights (licenses) are
cleared• The price is right (well...
mostly)• I don’t pay just for the content -
I pay for ease of use, peace of mind, the interface, service & curation...!
Content is first a Service & an Experience - and only
then (maybe) a Product.
Content 2.0: New Packaging
New ways to ‘sell’
The virtual goods economy is very real
Hybrid Models in many variations
Not consumption... Access, Packaging... Service!
Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is
Scarce
Digital Music: still utterly dysfunctional...
www.dontdisconnect.us
Source: kk.org
Copies don’t equal $$ anymore
Source: Slideshare
What are those new behaviors...?
• Access comes before ownership• All-you-can-eat / unlimited / flat fees &
bundles are much preferred• ‘Feels Like Free’ will be part of everything• Paying with attention (aka advertising) is OK!
Trust the People formerly known as Consumers
And yes... some breakage will occur, too
Music: time to accept and adapt!
Every large audience can be monetized
A wave that Content Owners must learn to ride
Was Is Soon Near Future Mid-term Future
Attention - Based Revenues
Apps not Ads: Appvertising not @vertising
The rising tide will float everyone’s boat
Content is King
ConTEXT isRelevance is
Convenience is
The New Premium
The new Normal
We must focus on the New Generatives
100%
Content / Copy
5%15%
15%
10% 20%
15%
20%
ContentContextCurationTimelinessEmbodiment / PackagingRelevanceOthers
Filtering & Curation is a huge opportunity
TeleMedia is imminent
Content<>Cloud<>$
ISPs and Mobile Operators will move up the food-chain:
Social Networking
Content Services
Communication 2.0
Money 2.0
eLearning
2010: watch the sea change
Content 2.0: the inevitable Shift to Open
Open licensesOpen innovationOpen distributionOpen competitionOpen partnershipsOpen technologies
Open data standards
Ecosystem not Egosystem
Content
Internet Telecom
Advertising
CE Makers
Social Networks
Summary
5%15%
15%
10% 20%
15%
20%
Content ContextCuration TimelinessEmbodiment / Packaging RelevanceOthers
PS: My free Music 2.0 Book is now mobilized !
www.musicfutures.com