creative capital presentation
DESCRIPTION
The road to Music 2 Gerd Leonhard Creative Capital LondonTRANSCRIPT
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The Road toMusic 2.0
Presentation by Gerd Leonhard
www.mediafuturist.comtwitter.com/gleonhard
www.gerdtube.com
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Total fragmentation is certain - very few models will work for everyone!
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A new social contract....
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Let’s face it:
We’ve had a great ride with physical media and Productized Content - but these days are the past.
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The challenge: Creating New Models!
Was Is 2 years 5 years
Content Consumption (all)Revenue PotentialSuccess with Traditional Content Models
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Telecoms
Content Owners
Device Makers & CE
Co’s
Search Engines & WebCo’s
Advertisers & Brands
Social Networks
Governments
A jointly defined, new model
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New Data Economy
New Content
Economy
Next Generation ‘Advertising’
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Our new reality: Use = Copy
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We are living in an age of
Attention Challenge - Distribution is now just a default
Image via http://flickr.com/photos/parsectraveller/
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In: Brand Magnetism
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Decentralization. Pull. Merit. Trust.
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Asia is teaching us something
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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
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A Trillion $ USD Marketing & Advertising Spend will support
a lot of ‘free’ content
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Egosystem: My stuff. My ideas. My partners. My distribution. My
customers. My money.
ECOsystem: Our stuff. Our creations.Our distribution. Our users. Our
revenues. Our sharing. Our growth.
A global shift - everywhere
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One of the very few places where this still works
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A Culture of APIs: Build yours on mine
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Marketing as we know is dead
Instead:
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The Browser is the new iPodForrester Research: "Increased adoption of mobile data packages and of connected, dedicated portable media players like the iPod Touch are giving consumers on-the-
go access to previously PC-tethered streaming experiences... Ownership becomes less important if the songs you want are available on demand and on the go."
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What IS the value of Content?
•Quickly changing ways of consumption•Steep premiums for anything physical!•Good electronic UI / UX finally
becomes feasible
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•Free = nobody pays actual $ anywhere
•Feels Like Free = the payment is bundled,
or hidden, or absorbed somewhere else, or
build-in; but: no individual payment decision
is required everytime
•Freemium = all users get a strong value free
of charge, but a certain percentage select to
buy a premium offer beyond the free level
•3rd party pays: someone else pays for my
usage because they want access to me (and
my data)
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Monetizing
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Quality of Access and Experience, Filtering, Context, Community, Packaging,
Relevance, Timeliness, Authenticity.... The New Generatives *read kk.org
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New Generatives: Packaging
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New Generatives: Timeliness
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New Generatives: Direct Relationships
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New Generatives: Added values
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New Generatives: Convenience
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New Generatives: Filtering & Curation
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‘New Money’ Examples
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! email me at [email protected]! twitter.com/gleonhard! facebook: gleonhard! more presentations at
www.mediafuturist.com
Thanks for listening!