rsa london: the future of content and creativity gerd leonhard @rsa london march 2009
DESCRIPTION
The internet is radically disrupting most of the traditional content distribution and selling models, starting with music and games, followed by TV, film, books and print publishing. Once everyone is always-on, mobile and hyper-connected, and everything is available everywhere, how will content be created, distributed, marketed, consumed, and paid for? Who will do what, for whom, and how will the traditional players such as broadcasters, record labels, publishers and distributors adapt? If new players, starting with telecoms, device makers, advertisers and brands, indeed move into the content business, what will be their challenges and opportunities?Picture 22 Given the challenging financial climate, how do we reconcile the need to reward enterprise and secure sustainable revenue streams, with the expectations and demands of the “freeconomics” generation? What kind of legal, regulatory and cultural framework do we need to ensure that this new eco-system of creators, consumers and intermediaries generates more benefits for all involved? More http://www.mediafuturist.com/2009/04/the-future-of-content-creativity-my-presentation-at-the-rsa-in-london-april-8.htmlTRANSCRIPT
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New Media Futures: What’s next for Content and Creativity
Presentation at the RSA LondonApril 8, 2009
‣ Futurist‣ Strategist‣ Author & Blogger
www.mediafuturist.comtwitter.com/gleonhard
Clients such as Google, Nokia, DDB, Sony BMG, Orange / France
Telecom, BBC, ITV, RTL, The European Commission, TribalDDB,
Omnicom, Siemens, Kuoni, Jamendo, COTT...
What I do:
(just)
The Age of Collaboration:
Egosystem becomes
Ecosystem
Digital Content Trends
0%
25%
50%
75%
100%
2008 2009 2010 2012 2015
Percentage of Revenues from Digital Services
Music Video Games Books Mags & Print
Source: The Standard
TOTAL Mobility EverywhereCONSTANT Peering and Connecting
DEEP Oceans of Content & Information
•Straight to Digital Content•Straight to Bundled Access•Straight to Mobile•Straight to next-gen Advertising
BRIC:
But: is ‘Content’ ready for this Future...?
Source: 43 Folders.com
The Future of Content: Copy $ down, Attention $$ up
0
2.5
5.0
7.5
10.0
Was Is Soon Near Future Mid-term Future
Copy Based Revenues Attention Based Revenues
$3 per app to do what people would do for free,
anyway: listen to their music A great alternative to
getting Radio-Play (i.e. NetPlay)
A great way to sell concert tickets and offer other
location-based services A direct line of
communication - from band to fan - is worth Gold
This is where Content resides now...
The Future of Content is in
the Cloud and the
Crowd
•Collaborative Revenue Models
•The joint development of New Generatives based on Open Access
•Collaborative Revenue Models
•The joint development of New Generatives based on Open Access
Listening, Reading or Watching =
Keeping, Copying & Sharing
‘Free’
‘Free’
‘Fre
e’
We need to license Content on the Internet like we license Radio - starting with Music
•Online access = music access•Music access = payment included
•Create a new ecosystem on-top!
The Printing Press brought us
CopyrightThe Internet brings
us Usage-Rights
Google & Free Music in China•Free / Feels Like Free Music for China! •Unlimited, unprotected downloads•Paid with Attention, $-ized via Ads• In China, little ‘cannibalization’ concerns•Google is willing to ‘lubricate’• Industry willing because: China is ‘lost’ for
traditional Copyright
My Translation: where we can still try to control distribution we will not allow this -
and where it’s a lost cause we will agree to new models?
New Data Economy
New Content
Economy
Next Generation ‘Advertising’
PRS: “Google had revenues of $5.7B in the last Q 08”
Youtube’s hosting costs were estimated at $ 360 Million in 2008Youtube will stream 100 Billion videos in 2009
0.01 Euro per stream would mean 1 Billion Euros / year in music licensing fees *if all videos had music *for the composers only!
Source: PaidContent.org
The Past:Controlling Content Distribution = $$$$
The Future: Making Content Available = $$$
In this world, Permission, Attention and Trust leads to Remuneration
Do you believe this?
How about this?
Or... this?
So should we control what People do online in order to protect a traditional business model?
So should we control what People do online in order to protect a traditional business model?
‘New Money’ Examples
‘New Money’ Examples
Quality of Access and Experience, Filtering, Context, Community, Packaging,
Relevance, Timeliness, Authenticity.... The New Generatives *read kk.org
Creating added value around Content
To get to the ‘new money’ we urgently need to legalize
what is already a default cultural paradigm:
Accessing, copying and sharing Content
The Future of Content is...Open
With a new Internet license for Music we
don’t just sell something - we also
buy something!
Advertising...?
Welcome to the Culture of Collaboration•Collaborative value creation: new $$$ together
•Make Money around the content
•Compensation not Control
‘Free’ gets my Attention...
Merit and Trust gets my Money.
Permission
Please talk back★ email me at [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at
www.mediafuturist.com
Thanks for listening!