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★ 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
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‣ 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:
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(just)
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The Age of Collaboration:
Egosystem becomes
Ecosystem
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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
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Source: The Standard
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TOTAL Mobility EverywhereCONSTANT Peering and Connecting
DEEP Oceans of Content & Information
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•Straight to Digital Content•Straight to Bundled Access•Straight to Mobile•Straight to next-gen Advertising
BRIC:
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But: is ‘Content’ ready for this Future...?
Source: 43 Folders.com
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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
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$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
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This is where Content resides now...
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The Future of Content is in
the Cloud and the
Crowd
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•Collaborative Revenue Models
•The joint development of New Generatives based on Open Access
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•Collaborative Revenue Models
•The joint development of New Generatives based on Open Access
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Listening, Reading or Watching =
Keeping, Copying & Sharing
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‘Free’
‘Free’
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‘Fre
e’
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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!
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The Printing Press brought us
CopyrightThe Internet brings
us Usage-Rights
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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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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?
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New Data Economy
New Content
Economy
Next Generation ‘Advertising’
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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
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The Past:Controlling Content Distribution = $$$$
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The Future: Making Content Available = $$$
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In this world, Permission, Attention and Trust leads to Remuneration
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Do you believe this?
How about this?
Or... this?
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So should we control what People do online in order to protect a traditional business model?
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So should we control what People do online in order to protect a traditional business model?
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‘New Money’ Examples
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‘New Money’ Examples
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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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Creating added value around Content
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To get to the ‘new money’ we urgently need to legalize
what is already a default cultural paradigm:
Accessing, copying and sharing Content
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The Future of Content is...Open
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With a new Internet license for Music we
don’t just sell something - we also
buy something!
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Advertising...?
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Welcome to the Culture of Collaboration•Collaborative value creation: new $$$ together
•Make Money around the content
•Compensation not Control
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‘Free’ gets my Attention...
Merit and Trust gets my Money.
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Permission
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Please talk back★ email me at [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at
www.mediafuturist.com
Thanks for listening!