Creative Industries in the Digital Economy (EU-Observer conference Brussels)
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My presentation from the Online Content and Creative Rights Conference in Brusssels http://conferences.euobserver.com/creative09/index/ more details at http://www.mediafuturist.com/2009/12/the-future-of-content-in-the-digital-economy-euobserver.html
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Creative Industries in the Digital Economy (EU-Observer conference Brussels)
- 1. Creative Industries in the Digital Economy Presentation at EU-Observer Event in Brussels, December 1, 2009 by Gerd Leonhard www.mediafuturist.com twitter.com/gleonhard
- 2. First: The Internet
- 3. It’s about the User and the Creator - not just the industry!
- 4. C C R O E N A S T U O M R E S R
- 5. C R U E A S T E O R R S S
- 6. Content is first a Service & an Experience - and only then (maybe) a Product.
- 7. The new content framework • Access now comes before ownership • All-you-can-eat and unlimited offers, flat-fees & bundles are needed to foster legal usage • ‘Feels Like Free’ is a crucial step to conversion • Paying with attention (fka advertising) is still very early but will soon be very real
- 8. New Technologies New Behaviors New Standards New Contracts New Remuneration
- 9. Key success factors: Permission i.e. Public Licenses, Standards, Transparency, Open Platforms Source: Dontdisconnect.us
- 10. Copies don’t equal $$ anymore Access does! Source: kk.org
- 11. The Toll-Booth Challenge: how to monetize access rather than copies Source: istockphoto
- 12. A TeleMedia Ecosystem Public, open and standardized Content Licenses
- 13. Protection & Control = Income? Protection & Control = Income Permission, Engagement, Collaboration and $-Sharing = Income
- 14. In Music, first, we urgently need either a voluntary, collective license proposal by the rights- holders, and / or legislation that legalizes and monetizes the usage on the Internet.
- 15. Just like...
- 16. We have been here before D ! S E E N L I C
- 17. Content 2.0: the inevitable Shift to Open Open licenses Open collectives Open distribution Open competition Open partnerships Open technologies Open data standards
- 18. Hybrid Models in many variations
- 19. Every large audience can be monetized
- 20. Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is Scarce
- 21. We must focus on the New Generatives Content Context Curation 5% Timeliness 20% Embodiment / Packaging 15% Relevance Others 15% 15% 10% 20% 100% Content / Copy
- 22. 2 things are needed New ‘Pools of Money’ (i.e. collective, open, public and standardized rights licenses) Government (& Creators & Industry) New, next-generation revenue streams that ‘up-sell’ on-top Industry & Market Players
- 23. Step 1: Permission Step 2: Collaboration Step 3: Co-Creation of new Business Models
- 24. “When the Winds of Change are blowing, some People build Shelters, others build Windmills”
- 25. Thanks for your time! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard more presentations at www.mediafuturist.com