My presentation at eComm Amsterdam in November 2009, see more details here: http://www.mediafuturist.com/2009/10/pre-ecomm-conference-interview-telemedia-futures.html Basically, the content industry starting with music is rightfully worried about distribution becoming free. This is a global phenomenon. The more broadband we have the better devices, the more the push towards sharing and trading stuff without payment is clearly there. On the other hand, the content industry has, to a very large degree, refused to license the content in so many new ways that are being asked for, starting with imeem and YouTube, and MySpace originally. The refusal to license has essentially created a vacuum to where everyone rightly then also says if we can't actually do it legally, we have two choices which is to quit or to do it without permission. Then you have companies like imeem and MySpace and YouTube initially doing it without permission. ...
12. Future success in Content will not
be achieved without giving new
content licenses to Telecoms, ISPs
and Operators
Future success in Telecom will
not be achieved without real &
deep engagement in Media &
Content (and therefore Advertising)
13. Content Futures: where is the value?
Content
Context
Curation 5%
Timeliness 20%
Embodiment / Packaging
15%
Relevance
Others
15%
15%
10% 20%
100%
Content / Copy
14. Content owners can’t, shouldn’t and
don’t have to compete with Free Copies
Instead, content owners can compete with:
Authenticity
Unique experiences
Added Values
Packaging and Embodiment
Timeliness (Real-Time)
Curation
Context
Personalization & Customization
Web-Native Values
15. Content Commerce 2.0:
don’t try to sell what is
Ubiquitous - sell what is
Scarce
Source:
ReadWriteWeb.com
16.
17. Direct, immediate, certified, personal content delivery
How much of a premium would you pay to
receive the new song the very moment it
is finished, from the creator, himself,
certified, personalized... guaranteed?
18. Relevant, customizable, time-saving Curation
How much of a premium would you pay to
get the 50 best chapters from the 50 best
business books, in a single new eBook?
19. Bundling music services within Social Networks
How much of a premium would you pay to
have instant sharing of your peers’
playlists and favorites build-into your
mobile, your TV, your car-radio...?
20. Attractive, unique, premium Packaging
How much of a premium would you pay to
have your preferred content uniquely available
on your favorite mobile device, at all times?
21. Content Pricing Futures
Price of ‘Access to the Copy’
Number of legal, known, engaged Users
Premium Buyers (i.e. converted users)
100
75
50
25
0
Was Will be
23. Rights holders and content owners now
have the choice between:
A) The Illusion of Control - and
declining Revenues
B) ‘Open’ - and new Revenues
24. We urgently need either a
voluntary, collective license
proposal by the rights-holders,
or legislation that legalizes and
monetizes the use of Music on
the Internet.
Image: TelecomTV