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Gerd Leonhard Media Futurist A
few thoughts on the current crisis • This is indeed a major paradigm shift • Now is a good time to have real, 2-way conversations with your customers, and to maintain / build trust (consider blogs & twitter, video, wikis…) • There is no new Cookbook or Recipe, yet - sorry! • Whoever will empower the USERS the most, will win - especially now! • Great time to exploit latent opportunities • Biggest opportunity is to ‘Lubricate the Digital Economy’ *Simon Torrance, Telco2.0
Gerd Leonhard Media Futurist 3
key aspects: Increasing fragmentation everywhere < Having Conversations becomes more < Collaboration is important than ever before more important than ever before
Don’t be ‘too little too
late’ ! Gerd Leonhard Media Futurist quot;The company reported 3rd quarter net income of $6.5 million, compared to $13.4 million for the same period last year. Advertising declined 16% in the quarter after reporting an 11% fall for the first half of the year. Print advertising took the biggest hit with an 18.3% fall for the quarter, with classified advertising down 28%. Online advertising was up 10.2% …. but the online gains were not enough to offset the decline in print.
Connected Users = Control Shift
Gerd Leonhard Media Futurist We can find out ...anything We decide who gets to market to us We find out we can actually do stuff, too * We are starting to question traditional rules
Gerd Leonhard Media Futurist
We can (could) control Copies - but not ‘Feeding’ We can (could) control PUSH - but not PULL We can (could) control Closed - but not Open We can (could) control Data - but not Community
Gerd Leonhard Media Futurist We
are rapidly moving from a Command-and-Control to Coordinate-and-Cultivate business culture (* Thomas Malone, The Future of Work) Feels Like Free Content (Flat Rates) Serious Competition for Attention & Permission Radical Customization and Personalization Advertising becomes… Content
Gerd Leonhard Media Futurist The
result of this new Broadband Culture is the radical disruption of: Production Copyright Ownership Competition Authority Control
Gerd Leonhard Media Futurist Some
related future predictions: Free Internet access becomes the default in many places A lot of premium content will be bundled (and paid for by 3rd parties) TV, Radio & the Web will converge completely Every single user will be engaged in social networks 50% of the ~850 Billion global advertising budget will shift to digital / interactive / next-generation ‘advertising’ Up to 50% of content will be generated by the Users, within 5 years Open platforms will become the default within 2-3 years
Gerd Leonhard Media Futurist Some
important Issues to solve Privacy becomes almost impossible to maintain Data & Identity Theft become more common Continuous Partial Attention is becoming more common Culture changes as Digital Natives take over However: the economic potential of an Open Network - of ‘Too Much Freedom’ - will always be much larger than that of a Closed, Controlled and Authoritarian Network
Gerd Leonhard Media Futurist Operator
2.0 Keywords Attention not Control Experience Provider Freemium ‘Lifestyle Apps’ & APIs UGC Facilitation Content flat rates & “Feels like Free” New roles & new collaborations