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★ twitter.com/gleonhard
     ★ www.mediafuturist.com
Mobile Content Futures
        Gerd Leonhard @
 Mobile Monday #10 in ...
TOTAL Mobility
CONSTANT Peering and Connecting
 DEEP & VAST Oceans of Content
        and Information
•Straight to Digital Content
•Straight to Mobile
•Straight to Advertising 2.0
• Adding Location
  Awareness is like
  going from dial-up to
  broadband
• Social and cultural
  challenges are
  enormous
(just)




    Source: Sander Duivestein
I also noticed 3 recent changes ;)

• Domination is out - Collaboration is In
 - Egosystem becomes Ecosystem
• Control is ...
It used to be: More Control = More $$
Now: Collaboration is REQUIRED




                    Osani Image provided by Susan Fassberg, Connectingdotz.com
especially for
Command & Control
     becomes
Coordinate & Cultivate
          *Thomas Malone “The Future of Work”




        Government...
Next
               Generation
              ‘Advertising’
             New
           Content
           Economy
New Data...
Starting in 2009:
• Total convergence of Telecom & Web Layers
• Over-the top layers (devices, search, social
 media, conte...
Image via: kk.org



   This year, Google will get really
  involved in making ‘free’ Internet
content legitimate and mone...
A decade of Content Control: time to learn!
Total Control =
Total $ Decline
Because this is where Content resides now...
Our Future is in the

Cloud and the
  Crowd
The Future of Content: Attention-based Income Explodes
             Copy Based Revenues    Attention Based Revenues

10.0
...
We
Brands are Now... Broadcasters




         Narrowcasters
      Conversation Leaders
          Participants
           ...
Marketing and
Advertising - as we knew it -
  is just about dead
People subscribe to

     People
Going forward, trust and Openness
 will make more $$$ - and earn
And maintaining trust will be hard work
It used to be: Yell more - Sell more
Now: Talk more = Sell more
and this is accelerating very quickly
Wired.com




http://flickr.com/photos/foxwillow/
Centralized Models are becoming hard to maintain

                           Decentralized
     Centralized>>>

 Microsoft...
Digital Content Trends
       Music     Video     Games       Books       Mags & Print

           Percentage of Revenues ...
Digital Content Trends
Digital unit prices
  should be 1/5 of
   physical prices
 because you don’t
just sell something
 - you also buy
    somet...
‘Free’ gets my Attention...




Merit and Trust gets my Money.
Some predictions: the next 18 months
• Twitter will reach 50 Million + Users
• Facebook will become the default social uti...
Participate or be participated!
Thanks for listening!




Please talk back
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
★ facebook: gleonh...
Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009
Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009
Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009
Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009
Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009
Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009
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Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009

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PDF from my presentation at Mobile Monday in Amsterdam, March 30, 2009. Some predictions: the next 18 months
• Twitter will reach 50 Million + Users • Facebook will become the default social utility - and the biggest global Content Broadcaster • Google will double it’s Advertising revenues • The RIAA and the IFPI will run out of cash • Telecoms will get flat-rate content licenses • Skype will re-emerge as content player PDF etc on my blog: http://tinyurl.com/dmaf2w

Publié dans : Technologie

Mobile Content Futures: Gerd Leonhard at Mobile Monday Amsterdam March 30 2009

  1. 1. ★ twitter.com/gleonhard ★ www.mediafuturist.com Mobile Content Futures Gerd Leonhard @ Mobile Monday #10 in Amsterdam March 30 2009
  2. 2. TOTAL Mobility CONSTANT Peering and Connecting DEEP & VAST Oceans of Content and Information
  3. 3. •Straight to Digital Content •Straight to Mobile •Straight to Advertising 2.0
  4. 4. • Adding Location Awareness is like going from dial-up to broadband • Social and cultural challenges are enormous
  5. 5. (just) Source: Sander Duivestein
  6. 6. I also noticed 3 recent changes ;) • Domination is out - Collaboration is In - Egosystem becomes Ecosystem • Control is out - Openness is In • Monolog is out - Conversation is In
  7. 7. It used to be: More Control = More $$
  8. 8. Now: Collaboration is REQUIRED Osani Image provided by Susan Fassberg, Connectingdotz.com
  9. 9. especially for
  10. 10. Command & Control becomes Coordinate & Cultivate *Thomas Malone “The Future of Work” Governments Advertisers & Brands Search Telecoms Engines & Device Makers & Content CE Co’s Social Owners Networks
  11. 11. Next Generation ‘Advertising’ New Content Economy New Data Economy
  12. 12. Starting in 2009: • Total convergence of Telecom & Web Layers • Over-the top layers (devices, search, social media, content etc) will come down, Telecoms will move up!
  13. 13. Image via: kk.org This year, Google will get really involved in making ‘free’ Internet content legitimate and monetizable
  14. 14. A decade of Content Control: time to learn!
  15. 15. Total Control = Total $ Decline
  16. 16. Because this is where Content resides now...
  17. 17. Our Future is in the Cloud and the Crowd
  18. 18. The Future of Content: Attention-based Income Explodes Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 0 Was Is Soon Near Future Mid-term Future
  19. 19. We Brands are Now... Broadcasters Narrowcasters Conversation Leaders Participants Engagers
  20. 20. Marketing and Advertising - as we knew it - is just about dead People subscribe to People
  21. 21. Going forward, trust and Openness will make more $$$ - and earn
  22. 22. And maintaining trust will be hard work
  23. 23. It used to be: Yell more - Sell more
  24. 24. Now: Talk more = Sell more
  25. 25. and this is accelerating very quickly
  26. 26. Wired.com http://flickr.com/photos/foxwillow/
  27. 27. Centralized Models are becoming hard to maintain Decentralized Centralized>>> Microsoft / Windows Google MTV Youtube Traditional Telco Skype Cable TV Internet TV / IPTV WSJ The Guardian (UK)
  28. 28. Digital Content Trends Music Video Games Books Mags & Print Percentage of Revenues from Digital Services 100% 75% 50% 25% 0% 2008 2009 2010 2012 2015
  29. 29. Digital Content Trends
  30. 30. Digital unit prices should be 1/5 of physical prices because you don’t just sell something - you also buy something
  31. 31. ‘Free’ gets my Attention... Merit and Trust gets my Money.
  32. 32. Some predictions: the next 18 months • Twitter will reach 50 Million + Users • Facebook will become the default social utility - and the biggest global Content Broadcaster • Google will double it’s Advertising revenues • The RIAA and the IFPI will run out of cash • Telecoms will get flat-rate content licenses • Skype will re-emerge as content player • I will actually publish my next book, and finally make Honor’s Circle at Lufthansa Miles & More!
  33. 33. Participate or be participated!
  34. 34. Thanks for listening! Please talk back ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com

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