Futurist Gerd Leonhard's presentation at eComm 2009

1. Telemedia
Futures ‣ Futurist
by Gerd Leonhard
‣ Strategist
‣ Author & Blogger
www.mediafuturist.com
twitter.com/gleonhard

2. Media was a simple game... until now

3. The past
EGOsystem

4. The Future
ECOsystem

5. EgoSystem to EcoSystem
Future success in Telecom will not be possible
without real & deep engagement in Media &
Content (and therefore, Advertising, too)

6. Mobile + Social + Video: Major Game
Changers in Telecom & Media

7. Social
Media
beats
eMail !
Video beats
Search...?

8. Source: STLPartners /
Telco20.net

9. Upstream Downstream
Source: STLPartners /
Telco20.net

10. Key vortex-speed drivers

11. Expensive Cheaper Flat-Rated
New Ecosystem

12. Content: pricing logic will flip
Price Users
100
75
50
25
0
Was Will be

13. Content is only ~20% of the Cost
Thanks to Flickr.com/alextorrenegra

14. The future: Bundle + ++ ++
High-Def
Live Streams
Virtual Goods
Social
Commerce
...

15. Content: where is the value?
100%
Content / Copy

16. Content: where is the value?
Content
Context
Curation 10%
Timeliness 20%
Embodiment
Relevance 15%
Others
5% 20%
10%
20%

17. What matters is no longer that we
can actually connect and ‘download‘
all of it but who we connect with and
what we actually get i.e.
Content, Context,
Curation,
Community.

18. Lubricate the
system and make
content liquid

19. The quickest path towards economic suicide

20. But: the content pricing & licensing
issues cannot be solved without the solid
engagement of Telecoms, ISPs and
Operators (as well as the Advertisers)

21. Source: Techcrunch UK
Public, open and standardized
Content Licenses

22. Advertising
(2.0)
Telecom
Social
Networks

23. Rights holders and content owners
have the choice between
Control and declining Revenues
or
‘Open’ and
new Revenues

24. Please: forget most of what you know
about Advertising

25. Source: PaidContent.org

26. Friction is Fiction

28. TeleMedia Futures
Content
& Media
Telecom
Social
Networks Advertising

29. The Opportunity: Lubricate!

30. Telcos can no longer ignore the need
to solve the content problem online

32. Free gets you to
a place where
you can get
paid.
Quote by Fred Wilson, Union Square Ventures www.avc.com

33. • Social Networks are Broadcasters (yes...
like Radio & TV)
• These Broadcasts will be mostly mobile
• Social Networks are where next Generation
Advertising will go first
• Content owners have no choice but to
accommodate these
audiences in terms
of pricing and
usage models

34. Data is the new Oil...
Shared bookmarks, playlists, social markers
Click-trails and digital bread-crumbs
Opt-in information such as location
Ratings, comments, tags and other feedback

35. It’s not (just) about
transporting the bits -
it’s about transporting
The Meaning.

36. Media as a Service (MaaS)

37. Summary

38. Thanks for your time
email me at gerd@mediafuturist.com
twitter.com/gleonhard
facebook: gleonhard
more presentations at
www.mediafuturist.com