5. www.mediafuturist.com
From ‘The Network’ to
NETWORKED
Example: Music
Friday, July 11, 2008 5
6. A
Sharing and
Forwarding
Culture
Friday, July 11, 2008 6
7. CHANGE staring in the Face of the Content Industries
www.mediafuturist.com
www.mediafuturist.com
Source of Cow Pic: flickr.com/photos/publicenergy
Friday, July 11, 2008 7
8. Now, People
will subscribe to People.
(And to Mass Media, too)
Friday, July 11, 2008 8
12. Web4.0: SmartNoise
Web3.0 Filter the Noise
Web2.0: Make Noise
Web1.0: Get (hear & see) ‘Noise’
Friday, July 11, 2008 12
13. All living on the Grid?
Walter Mossberg on the Future of the Internet and
Rise of the Cell Phone:
the PC has peaked, and the future of the
internet belongs to pocket computers: The
internet is a grid,quot; he remarked, quot;and we're
all going to be living on it, and carrying it in
our pocket all day long.quot;
Friday, July 11, 2008 13
20. Trends
Multi-lateral Consideration vs ‘Egoism’
Sharing & Collaboration vs Walling
‘Collaborative Competition’
Skillful Open - Closed Continuum
Transparent vs Secretive
Trust & Merit vs Control
Friday, July 11, 2008 20
21. www.mediafuturist.com
From somewhere on the Net:
“Why does Google insist that it’s goal is to
‘organize the world’s information’?
Because it’s figured out one of the deepest secrets hidden at
the heart of 21st century economics:
Markets, networks, and communities can organize
economic activities radically more efficiently than firms.”
Friday, July 11, 2008 21
22. The story of the New York Times: www.mediafuturist.com
Less Control... more Revenues?
Friday, July 11, 2008 22
28. www.mediafuturist.com
The End of Control as we knew it:
A huge paradigm shift: it’s not total control that wins in tomorrow’s
markets - it’s total empowerment.
It’s no longer about certified and central authority and the ‘select
few authorized professionals’ but also about the combined power of
masses of people.
It’s no longer just about actions guided by one’s own concerns and
immediate gains (economic egoism) but also about considering the
effect on the ecosystem - the network - as a whole
Friday, July 11, 2008 28
29. • Digital content is not the same as physical property
• Ownership enforcement is less important than Usage
• Listening / viewing now is copying
• Searching is getting
• Value can no longer be defined just by unit sales
Friday, July 11, 2008 29
30. Making money with Free Content?
BPI chief executive Geoff Taylor told BBC
News that the body was prepared to ... take
ISPs to court. quot;There is a phenomenal amount
of piracy out there and we believe that the
idea that 95% of content on the net is free is
not sustainable. We don't believe that
society can allow the free consumption of
content to persist,quot; he said.
Friday, July 11, 2008 30
31. Old tollbooth logic www.mediafuturist.com
http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
Friday, July 11, 2008 31
34. Redefining Content
www.mediafuturist.com
All
Click
IS
Streams
Context
Packages
& ‘Skins’
C
Text
Rating
Music & O
Audio
N
Usage
Images
History
T
Tags
Video
E
...
Attention Edits &
N
Mixes
Kernels Meta
T
Playlists
Data
Friday, July 11, 2008 34
35. www.mediafuturist.com
Evaporating Distinctions:
Creator and Non-Creator
Professional and Amateur
Now, all of us are both -
at different times & in different places
Friday, July 11, 2008 35
36. www.mediafuturist.com
Many Content Producers will expand
into becoming Context Providers,
Curators, Aggregators, Packagers...
Curation: Exposing and Seeding, Testing,
Rating, Tagging, Contextualizing, Remixing,
(Re-)Framing, Packaging...
Friday, July 11, 2008 36
37. The Internet is essentially
forcing us to reinvent
advertising
Friday, July 11, 2008 37
38. Advertising
is
Publishing
Users Paying Attention In
Return for Getting Free Content
Friday, July 11, 2008 38
39. www.mediafuturist.com
The key to the Future of Advertising:
the right blend of Sharing vs Privacy
Explicit Permission to temporarily and safely use
Attention-, Sharing- & Clickstream-Data in return
for free Content (Media) and Services
Friday, July 11, 2008 39
40. www.mediafuturist.com
Media & Content is
in the Network -
and so must
Advertising!
Friday, July 11, 2008 40
47. www.mediafuturist.com
Some Future Challenges
Collision of old and new copyright paradigms
Total re-write of the concept of ‘Education’
Constant Privacy Paradoxes
Mental Obesity
Attention Scarcity
Globalization of hereto protected spaces and people
Reducing Economic Egoism
Friday, July 11, 2008 47
48. Summary
Summary
Economic Egoism is so 1.0
Data is Content is King
Advertising is Publishing
Feels Like Free Content is here
Trust is the # 1 mission, across the board
Relevance over Quantity
The End of Control is shaping up everywhere
Friday, July 11, 2008 48
49. www.mediafuturist.com
Thanks for listening!
Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
Friday, July 11, 2008 49
