gerd leonhard presentation at emerging communication conference & awards 2009 europe

2 0 0 9 | W e s t e r g a s f a b r i e k | A m s t e r d a m | http://eComm.ec

Monday, 16 November 2009

Telemedia Futures

by Gerd Leonhard

Telemedia Futures

by Gerd Leonhard ‣ Futurist‣ Strategist‣ Author & Blogger

Telemedia Futures

by Gerd Leonhard ‣ Futurist‣ Strategist‣ Author & Blogger

www.mediafuturist.comtwitter.com/gleonhard

What I do: www.mediafuturist.comwww.twitter.com/gleonhard

... but who could have predicted something like this?

Media was a simple game... until now

The past

EGOsystem

The Future

The FutureECOsystem

EgoSystem to EcoSystem

Future success in Telecom will not be possible without real & deep engagement in Media & Content

(and therefore, Advertising, too)Monday, 16 November 2009

Mobile + Social + Video: Major Game Changers in Telecom & Media

Social Media beats eMail !

Video beats Search...?

Source: STLPartners / Telco20.net

Upstream

DownstreamUpstream

Key vortex-speed drivers

Flat-Rated

Expensive Flat-Rated

Expensive Cheaper Flat-Rated

Expensive Cheaper Flat-Rated Flat-Rated

Ecosystem

ExpensiveMonday, 16 November 2009

Price Users

Content: pricing logic will flip

Was Will be0

100Price Users

Was Will be0

100Price Users

Was Will be0

100Price Users

Was Will be0

100Price Users

Was Will be0

100Price Users

Was Will be0

100Price Users

Thanks to Flickr.com/alextorrenegra

Content is only ~20% of the Cost

The future: Bundle + + + ++

The future: Bundle + + + ++High-Def

Live Streams

Live StreamsVirtual Goods

Social Commerce

...Monday, 16 November 2009

Content: where is the value?

Content / Copy

ContentContextCurationTimelinessEmbodimentRelevanceOthers

Content / Copy

10%20%

Content / Copy

What matters is no longer that we can actually connect and ‘download‘ all of it but who we connect with and

what we actually get i.e.

Content, Context, Curation,

Community.Monday, 16 November 2009

Lubricate the system and make

content liquid

Enforcing payment?

Enforcing payment?Empowering users that elect to pay!

The quickest path towards economic suicide

But: the content pricing & licensing issues cannot be solved without the solid

engagement of Telecoms, ISPs and Operators (as well as the Advertisers)

Source: Techcrunch UKMonday, 16 November 2009

Source: Techcrunch UK

Telecom

Advertising (2.0)

Telecom

Advertising (2.0)

Social Networks

Telecom

Advertising (2.0)

Social Networks

Public, open and standardized Content Licenses

Telecom

Advertising (2.0)

Social Networks

Public, open and standardized Content Licenses

Telecom

Rights holders and content owners have the choice between

Control and declining Revenues or

‘Open’ and new Revenues

Please: forget most of what you know about Advertising

Friction is Fiction

Source: Charlie Rose ShowMonday, 16 November 2009

MusicNews

MusicNewsGames

MusicNews BooksGames

MusicNewsBooksFilms & TVGames

TeleMedia Futures

Telecom

TeleMedia Futures

Content & MediaTelecom

TeleMedia Futures

Content & Media

Advertising

Telecom

TeleMedia Futures

Content & Media

Social Networks Advertising

Telecom

TeleMedia Futures

Content & Media

Telecom

TeleMedia Futures

Content & Media

Telecom

TeleMedia Futures Content & Media

Telecom

Social Networks

Advertising

Telecom

Social Networks

Advertising

Telecom

Who is fishing in the Telecom bowl?

The Opportunity: Lubricate!

Telcos can no longer ignore the need to solve the content problem online

Free gets you to a place where you can get paid.Quote by Fred Wilson, Union Square Ventures www.avc.com

So what does this mean...?

So what does this mean...?• Social Networks are Broadcasters (yes...

like Radio & TV)

like Radio & TV)• These Broadcasts will be mostly mobile

like Radio & TV)• These Broadcasts will be mostly mobile• Social Networks are where next Generation

Advertising will go first

like Radio & TV)• These Broadcasts will be mostly mobile• Social Networks are where next Generation

Advertising will go first• Content owners have no choice but to

accommodate these audiences in terms of pricing and usage models

Data is the new Oil...

Data is the new Oil...Shared bookmarks, playlists, social markers

Click-trails and digital bread-crumbs

Click-trails and digital bread-crumbsOpt-in information such as location

Ratings, comments, tags and other feedback

It’s not (just) about transporting the bits - it’s about transporting The Meaning.

Media as a Service (MaaS)

Summary

Thanks for your time

email me at gerd@mediafuturist.comtwitter.com/gleonhard

facebook: gleonhardmore presentations at

www.mediafuturist.com

email me at gerd@mediafuturist.comtwitter.com/gleonhard

facebook: gleonhardmore presentations at

www.mediafuturist.com

2 0 0 9 | W e s t e r g a s f a b r i e k | A m s t e r d a m | http://eComm.ec

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gerd leonhard presentation at emerging communication conference & awards 2009 europe

media content

upstream source

pricing logic

upstream downstream

expensive cheaper flatrated

telecom media

key vortexspeed drivers

ecosystem future success

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