matt mason - keynote at nextmedia 2010

“INTELLECTUAL PROPERTY IS THE OIL OF THE 21st CENTURY”

- MARK GETTY

PHOTO BY AKFOTO

PHOTO BY FRANKOWSKI.COM

London Radio Market

London Radio Market

“Lax enforcement of the intellectual property laws was the

primary engine of the economic miracle. The United States

employed pirated know-how to industrialize”Doron S. Ben-Atar, Trade Secrets (Yale University Press, 2004)

“JANKES”

?

HOW PIRACY WORKS

Luxembourg

English Channel

Luxembourg

LOOK FOR GAPS OUTSIDE THE MARKET

CREATE A VEHICLE

HARNESS THE POWER OF YOUR AUDIENCE

THE THREE HABITS OF HIGHLY EFFECTIVE PIRATES

PIRACY IS A MARKET SIGNAL

MUSIC INDUSTRY

“IF YOU WANT TO STOP PIRACY, THE WAY TO STOP IT IS BY COMPETING WITH IT.”

- STEVE JOBS

MUSIC REVENUES BY MEDIA 1991 - 2012 SOURCE: WIRED

MUSIC INDUSTRY

HOW SHOULD YOU RESPOND?

FIGHTCOMPETE

?

HOW DO YOU COMPETE WITH PIRATES?

COPY THEM

Pharmaceutical Industry

Pharmaceutical Industry

Pharmaceutical Industry

HOW DO YOU COMPETE WITH PIRATES?

LET THEM COPY YOU

COPY THEM

REMIX

- ADDS VALUE TO ORIGINAL

LET THEM COPY YOU

- ADDS VALUE TO ORIGINAL

- CREATES NEW INNOVATIONS

LET THEM COPY YOU

- ADDS VALUE TO ORIGINAL

- CREATES NEW INNOVATIONS

- GENERATES DEMAND

LET THEM COPY YOU

HOW DO YOU COMPETE WITH PIRATES?

LET THEM COPY YOU

IF PIRATES ARE GIVING IT AWAY FOR FREE - SELL SOMETHING ELSE.

COPY THEM

CONVENIENCE

VS.

TRUST

VS.

EXPERIENCE

VS.

VS.

A VIRTUOUS CIRCLE

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TV SHOW

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PUBLISHING

DON’T LET LEGAL RUIN A GOOD REMIX WITHOUT TALKING TO MARKETING FIRST.

THE PIRATE’S DILEMMA