Mobile Content Future Gerd Leonhard Momo Amsterdam Public

★ twitter.com/gleonhard★www.mediafuturist.com

Mobile Content FuturesGerd Leonhard @

Mobile Monday #10 in Amsterdam March 30 2009

TOTAL MobilityCONSTANT 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

Source: Sander Duivestein

(just)

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

It used to be: More Control = More $$

Now: Collaboration is REQUIRED

Osani Image provided by Susan Fassberg, Connectingdotz.com

especially for

Command & Controlbecomes

Coordinate & Cultivate*Thomas Malone “The Future of Work”

Telecoms

Content Owners

Device Makers & CE Co’s

Search Engines &

Advertisers & Brands

Social Networks

Governments

New Data Economy

New Content

Economy

Next Generation ‘Advertising’

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!

Image via: kk.org

This year, Google will get really involved in making ‘free’ Internet

content legitimate and monetizable

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

0

2.5

5.0

7.5

10.0

Was Is Soon Near Future Mid-term Future

Copy Based Revenues Attention Based Revenues

Brands are Now... Broadcasters

Narrowcasters Conversation Leaders

ParticipantsEngagers

We

Marketing and Advertising - as we knew it -

is just about deadPeople 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

http://flickr.com/photos/foxwillow/

Wired.com

Centralized Models are becoming hard to maintain

Microsoft / Windows Google

MTV Youtube

Traditional Telco Skype

Cable TV Internet TV / IPTVWSJ The Guardian (UK)

Centralized>>> Decentralized

Digital Content Trends

0%

25%

50%

75%

100%

2008 2009 2010 2012 2015

Percentage of Revenues from Digital Services

Music Video Games Books Mags & Print

Digital Content Trends

Digital unit prices should be 1/5 of physical prices

because you don’t just sell something

- you also buy something

‘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 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!

Participate or be participated!

Please talk back★ email me at gerd@mediafuturist.com★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at

www.mediafuturist.com

Thanks for listening!