Gerd LeonhardFuturist, Author, CEO

TheFuturesAgency

The Future of Media:Social. Local. Mobile. Cloud

@gleonhard

The

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ere! The Futures Agency-

what we do...

The

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For clients such as...

The

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ere!Download via Cloudftp

The

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Exponential Disruption... Speed

The

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Disrupt...or Be Disrupted

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There is no recipe

- but there are some important

learnings, foresights and

hunches:)

The

futu

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already h

ere! “Change the instruments, and you will change

the entire social theory that goes with them” Bruno Latour 2009

The

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Social Media is Content. Not Marketing

The

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ere! My way or the highway...

Can we enforce payment online?

The

futu

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already h

ere! The problem is not the ‘pay’ -

it’s the wall!

Source:

�

The

futu

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already h

ere! Ease of use + Choice + Price +

Added Values + Brand = $£!

The

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Search « » SocialTelevision « » InternetComputer « » Mobile

Online « » Of"ineSocial Media « » Corp. CommsFragmentation « » Aggregation

User « » Producer

Convergence will pose serious Challenges- and offer massive Opportunities

Next 3-5 years: TeleMedia convergence

The

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Content

TelecomTechnology

Devices/ CE

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The

futu

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already h

ere! The future is already here:

Voice Control | Instant Translation | Gestures

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Augmented Humans?

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Beyond Moore’s Law

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The Internet just made another 3 huge leaps

Social Local Mobile

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The

futu

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already h

ere! Nirvana - and quite possibly a

kind of Madness, as well

The

futu

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already h

ere! 2017: 5 Billion people, 75% mobile Internet,

50+ major platforms, a !250 Billion ad market

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By 2017, between 50% to 75% + of all media consumption will be via mobile devices *

The

futu

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already h

ere! Mobile. Social. Cloud. FLF:)

*Feels Like Free

The

futu

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already h

ere! Curated Mobile Immersion

The

futu

re is

already h

ere! From ‘Stuff’ to Services

From hard goods to soft goods

Media.them ! Media.Us

The

futu

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already h

ere!The Social OS. Be networked or be... gone.

The

futu

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already h

ere! The Social OS: we have new powers.

Now we need to learn new responsibilities

The new cult of Publicy...:)

The

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ere!

Aren’t humans a lot more

complex and non-linear than Algorithms?

Well, it is kind of a game:)

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It comes down to control and responsibility

The

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data oil

Many new, #rst-time-ever issues

The

futu

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already h

ere! Every screen is becoming some

kind of ‘connected TV or Radio’

The

futu

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already h

ere! Second Screens: Many ‘New Generatives’

Fragmentation is becoming a massive challenge

The

futu

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already h

ere! Touch. Play. Connect. Share.

Access not ownership *

The

futu

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already h

ere! Access *not ownership

The

futu

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already h

ere! Music is #rst *

The

futu

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Total Unbundling of Media

The

futu

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already h

ere! The end of Distribution as the key

success factor, metric - and gate-keeper

The

futu

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already h

ere! Challenge #1 for the consumer, access to content

will be much cheaper than copies i.e. ownership

Source: Huf#ngton Post

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Selling digital ‘Content’:70-90% ‘value’ reduction if compared to traditional, of"ine metrics

The

futu

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already h

ere! Piracy

CEO of MacMillan UK, April 2011, via PaidContent.org

Piracy

Control consumption?

Make content unavailable?

Enforce payment?

Restrict sharing?

Create arti#cial scarcity?

Sue fans into submission?

The

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The

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ere! So very true:

It all depends...!

The

futu

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ere! LinkedIn

SkypeGoogleAmazonDropboxEvernote

Flickr...

The

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Up-Selling Premium-Services

New GenerativesAdded Values

The

futu

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already h

ere! Build income streams around Content.

Invent added values, pursue collaborative business models

The

futu

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already h

ere! Content � Context

The

futu

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already h

ere! Content � Commerce

The

futu

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already h

ere! Content � Ads

The

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News Paper

News Paper

�

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* Thanks to Kevin Kelly kk.org

Packaging and Interfaces Curation, Filtering and Selection

Social Context & Relevance Intelligent Aggregation

Assisted Serendipity Timeliness and Personal Relevance

Quality and Trust Guarantee Customization and Personalization

Localization / Contextualization Cloud-to-Device Management

Advertising as Content (Branded Content) Gami#cation

... and many more

The New Generatives *Kevin Kelly

The

futu

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ere! Some New Generatives

The

futu

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already h

ere! There are many other ways to get paid

(apart from cash)

The

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ere! We are already..

Paying with our Data

The

futu

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already h

ere! A Faustian deal?

The

futu

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already h

ere! Having the cake and eat it?

The

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Big Data will fund new ‘Big Content’

Image via WEF

The

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Digital Content � Digital Advertising

The

futu

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already h

ere! Going Direct is becoming very real

The

futu

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already h

ere! But Apps will need to open-up, as well

The

futu

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ere! Is this the Net we really want?

The

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Key points to remember

It’s a MOBILE world nowSoLoMo + Cloud

Disrupt or be disruptedAccess not (just) ownership

Content piracy is unmet demandValue is derived around the content

Pursue new generativesData is the new Oil

Feels Like Free / Freemium is crucial

Key points to remember

The

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The

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C R E A T I V E

D E S I G N :

ThankYou!