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Media 2.0 - The Future of the Media, Content &
Entertainment Industries
‣ Futurist‣ Strategist‣ Author & Blogger
www.mediafuturist.comtwitter.com/gleonhard
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From Consumers to Users
From Fixed to MobileFrom Physical to Digital
From Top-Down to SocialFrom One-Way to Interactive
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How will this c
hange YOUR business?
Next: the Mobile becomes ‘The Internet’
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Convergence
TV
Internet Mobile
Telecom
Media
Advertising
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Why Telecoms & Mobile Operators must get involved
• SMS and MMS will be greatly reduced by increasing social network activities, fueled by data flat rates for mobile devices
• Users will increasingly use Internet-based tools to make phone & video calls
• Google becomes a major communications player: GTalk, Wave, Google Voice...
• Mobile phone applications on open platforms are bypassing the operators entirely
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It used to be...
“Option”“Extra”
Default
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Soon:
The new ‘Normal’
The New Premium
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AccessEmbodiment
Experience
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Take note: Content is first a Service &
an Experience - and only then
(maybe) a Product.
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How I read now
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Don’t repeat the mistakes of the music industry:DRM will not work (but will drastically reduce adoption)Open formats and cross-platform standards are crucial
Prices should be 20-50% of the physical producteBooks are a Service not a Product
New formats and $ models need to be created (e.g. chapter compilations)
Bundles, flat-rates and subscriptions will be crucial
So will eBooks be pirated?
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Protection is
in the
Business
Model
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Content ‘Piracy’ issues•Piracy is a business problem •Piracy is often also a driver of new business•We don’t compete with ‘Free’ - we compete on Service and Added Values!
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From Stuff to Bits
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Enormous Value Shifts
3.75
7.5
11.25
15
Traditional, Offline Content RevenuesRevenues of Offline Content Formats & Models simply moved OnlinePotential Revenues of Web-Native Content Formats & Models
Sales, Distribution & Marketing CostsContent Ceration Costs
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Thanks to Flickr.com/alextorrenegra
Content is only ~20% of the Cost
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New
Ecosystem
Expensive Cheaper Flat-Rated Flat-Rated
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The Mission: reinvent how to get the $$
Source: Universal McCann
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The Success Formula: Content + Context + Connectivity +
Community + Convenience
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The Mobile ‘Consumption’
of Digital Goods is the #1 Growth Story of the next
Decade
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Irresistible: ‘All you can eat’
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Every abundance creates new scarcities - and these are what
you can sell
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Social Media beats eMail,
Video beats Search
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The Future: Engaging the user is crucial
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Free gets you to a place where you can get paid.Quote by Fred Wilson, Union Square Ventures www.avc.com
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‘Feels Like Free’ Content >> Paid Services
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Media as a Service (MaaS)
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MaaSBundling
Flat-RatesFreemium
User-GeneratedNew Partnerships
Social Nets + Content
Opportunities
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•email me at [email protected]• twitter.com/gleonhard•Facebook: gleonhard•more presentations at
www.mediafuturist.com
Thanks for listening!