immediate media futures (presentation at guardian changing media summit 3/18 2010)
DESCRIPTION
This is the PDF of my presentation at the 2010 Guardian CMS event in London. Bottom lines: 1) we are moving from selling 'stuff' to selling services and experiences 2) EGOsystems are becoming ECOsystems because we are all connected now 3) Enforcing control when trust is crucial is a very bad idea 4) In the content industries, the concept of mostly 'selling copies' is toast - new generatives must be created and delivered 5) the future is in selling access, not (just) copies, and the ecology of selling access is UTTERLY DIFFERENT 6) the content 2.0 economy hinges on the new telecom economy, i.e. a new telemedia ecosystem is needed to really solve the key issues that the Internet has constantly amplified, across the board 7) All content is shifting to The Cloud, and Media As A Service (MaaS) will become a standard, very soon 8) therefore, Data is the new Oil (!!) 9) Value, Reason, Price, Ease of Payment and Packaging are the main success factors in selling content online 10) Most business models in the content industry will be based on a constantly changing mix of 'I pay, you pay, they pay' 11) Message to Murdoch et al: Forcing to Buy is like Forcing to Love!TRANSCRIPT
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Immediate Media FuturesWhat does the Future of Media look like -
and how can we adapt to it?
Content ‘1.0’: The Past
Was: sell ‘stuff’
The Past, today...?
Source: PaidContent.org
The Music Industry: What does the Future look like - and how can we prevent it?
“Punish Them”... “Force them”....?
Enforcing Control when Trust is crucial
Do you like Control more than Money?
Source: Flickr/exfordy
Distribution of copies as the main income stream...
The Future is in selling Access
The Ecology of Access is dramatically different
ECOsystem not EGOsystem
Content 2.0 •••• Telecom 2.0
Data Pipe
Service Pipe
Experience Platform
Content Pipe
Content 2.0 •••• Telecom 2.0
Data Pipe
Service Pipe
Experience Platform
Content Pipe
Everything is shifting into...
Media as a Service (MaaS)
0
25
50
75
100
Was Will be
Price UsersContent 2.0: the pricing logic flips
How to get paid for Digital Content
Irresistible Price-Points
& Fair Toll-Booth Placement
Ease of Payment, Packaging & Interface
Strong Values & Compelling Reasons
Again:
1.Value & Reason
2.Right Price / Right Time
3.Ease & Packaging
I pay, you pay, they pay *hat-tip to Shelly Palmer
Advertisers
Bundles
Subscriptions
Flat Rates
Governments
Telecoms
Device Makers
Consumers
Social Payments
Micro-Payments
Forcing to buy is like... forcing to
love
Control ≠ MoneyEgosystem
Ecosystem
The Networks + Content + Advertising 2.0
email me at [email protected]/gleonhard
facebook: gleonhard
Thanks for your attention!
App Store: “Media Futurist”