the future of tele-media and digital content (telco2.0 conference)
DESCRIPTION
My presentation at eComm Amsterdam in November 2009, see more details here: http://www.mediafuturist.com/2009/10/pre-ecomm-conference-interview-telemedia-futures.html Basically, the content industry starting with music is rightfully worried about distribution becoming free. This is a global phenomenon. The more broadband we have the better devices, the more the push towards sharing and trading stuff without payment is clearly there. On the other hand, the content industry has, to a very large degree, refused to license the content in so many new ways that are being asked for, starting with imeem and YouTube, and MySpace originally. The refusal to license has essentially created a vacuum to where everyone rightly then also says if we can't actually do it legally, we have two choices which is to quit or to do it without permission. Then you have companies like imeem and MySpace and YouTube initially doing it without permission. ...TRANSCRIPT
Tele-Media & Digital Content
Futuresby Gerd Leonhard
‣ Futurist‣ Strategist‣ Author & Blogger
www.mediafuturist.comtwitter.com/gleonhard
Let’s consider these trends:
Copy Economy
Access / Usage / Sharing
Economy
From Copy to Access + + +From Product
to Service
Source: PaidContent.org
User fka ConsumerCreator
The Future of Content it’s really all just about 2 things:
New, web-native toll-booth strategies
The Past: Revenues based on controlling Consumers
Enforcing Payment...? Controlling Copies...?
Source: ABC (Australia)
=
The past: revenues based on Controlling Distribution
‘Free’ SocialMobile
OpenThe Future: Revenues based on
Converting Attention
Future success in Content will not be achieved without giving new
content licenses to Telecoms, ISPs and Operators
Future success in Content will not be achieved without giving new
content licenses to Telecoms, ISPs and Operators
Future success in Telecom will not be achieved without real & deep engagement in Media &
Content (and therefore Advertising)
Content Futures: where is the value?
100%
Content / Copy
5%15%
15%
10% 20%
15%
20%
ContentContextCurationTimelinessEmbodiment / PackagingRelevanceOthers
Content owners can’t, shouldn’t and don’t have to compete with Free Copies
Instead, content owners can compete with:Authenticity
Unique experiencesAdded Values
Packaging and Embodiment Timeliness (Real-Time)
CurationContext
Personalization & CustomizationWeb-Native Values
Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is
ScarceSource:
ReadWriteWeb.com
Direct, immediate, certified, personal content delivery
How much of a premium would you pay to receive the new song the very moment it
is finished, from the creator, himself, certified, personalized... guaranteed?
Relevant, customizable, time-saving Curation
How much of a premium would you pay to get the 50 best chapters from the 50 best business books, in a single new eBook?
Bundling music services within Social NetworksHow much of a premium would you pay to
have instant sharing of your peers’ playlists and favorites build-into your
mobile, your TV, your car-radio...?
Attractive, unique, premium PackagingHow much of a premium would you pay to
have your preferred content uniquely available on your favorite mobile device, at all times?
0
25
50
75
100
Was Will be
Price of ‘Access to the Copy’Number of legal, known, engaged UsersPremium Buyers (i.e. converted users)
Content Pricing Futures
A fact: flat rates and bundles often work best
Rights holders and content owners now have the choice between:
A) The Illusion of Control - and declining Revenues
B) ‘Open’ - and new Revenues
We urgently need either a voluntary, collective license
proposal by the rights-holders, or legislation that legalizes and monetizes the use of Music on
the Internet.
Image: TelecomTV
Just like...
Telecoms, Operators ISPs
now need to get involved in
making ‘free’ web content
Monetizable
Step 1: Permission
Step 3: Collaboration
Step 4: Co-Creation of newBusiness Models
Step 2: Lubrication
email me at [email protected]/gleonhard
facebook: gleonhardmore presentations at
www.mediafuturist.com
Thanks for your attention