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This is the PDF of my presentation at CommunicAsia 2009, "The Future of Mobile Content, TV and Entertainment" . Topics: The content industries are seriously challenged by the Internet's disruptive forces - it may have taken longer but is really hitting home now. Many trusted business models are no longer working, copyright and value traditions are being challenged, and content consumption is drastically changing, everywhere. Now that Internet access is becoming a default part of just about every mobile phone, even more drastic changes are on the horizon. Who will pay for what kind of content on mobile phones, when, why, where and how? Will mobile TV and mobile music finally take off, and what will be the future business models? Where the opportunities are and where are the minefields and myths that need to be discarded.... More details on my blog: http://tinyurl.com/npq2yt
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The Future of Mobile Content, TV & Entertainment
Gerd LeonhardMedia Futurist
www.mediafuturist.com
Connected people ‘consume’ differently
Sharing is the Key DriverAccess trumps Copy
Was:
Will be
Together, Broadband Culture and Mobility will re-define how we think about:
• Privacy• Authority• Ownership / Copyright• Value (period) ‘Selling’ and Marketing• R&D, and Production• Work• Education
7 unique factors of Mobile•The first truly personal mass
medium•Captures the social context of
media consumption•Always within 1 meter reach•Always-on, inter-connected•Available at the exact point and
time of inspiration•Built-in payment options•Offers most accurate audience
measurement
> >> >>> >>>>
Access Diversity Control
From the Xark Blog on Future of News
“Rather than changing the existing model publishers are fumbling around for a
solution that requires readers to fundamentally change their behavior...”
T h e I n t e r n e t
Accessing your content remotely
Say goodbye to Selling Copies!
Not making content available is not a good move
So what is Content, in a Broadband Mobile Future?
• Professionally produced and traditionally / legally owned
• Created by the Users and shared-alike-commons-public-free-etc
• Meta-Content: the Users’ data and click-streams layered around other (professional) content
• Pro Content ‘appropriated’ by Users• The Users themselves
It used to be...
ProducersNetworks
DistributorsOwners
Was:
Now:
ProducersNetworks
DistributorsOwners
Let’s take a look
The TV GenerationThe Net Generation
Reach the perfect 100 people that
reach another 100 people that reach
another 100 people...
Reach Millions of people at the same time - with the same content or message or... advertisement
The TV Generation The Net Generation
Switch off Switch OnI receive I send & receive
Couch Potato Subway SurferHelpless Powerful
Monoculture Multi-cultureUnited Fragmented
The Future of Digital Content
OpenMobile
ConnectedCollaborative
Interdependent
Soon: Radio X.0Soon: TV X.0
So will people read like this?
A crucial shift in the content industries:• Content ‘Pre-Web’: Presenting - and
selling - professionally produced Content
• Content ‘Web-Native’: Presenting - and selling - Context, People, Relevance, Packaging, Timeliness - and all types of Content!
New Generatives
Making $$ out of “Free”
Freemium: a definitive model for mobile content
•Free = nobody pays actual $ anywhere•Feels Like Free = the payment is bundled, or hidden, or absorbed somewhere else, or build-in; but: no individual payment decision is required everytime
•Freemium = all users get real value free of charge, but a good percentage selects to buy premium offers beyond the free level
•3rd party pays: someone else pays for my usage because they want access to me (and my data)
Freemium and New Generatives: Pandora
Convenience
Personalization
Packaging
Premium Experience
‘Paying for Privacy’
Convenience
Direct, ‘free’, hyper-connected, P2P, Word of Mouse...
Mobile Content allows for a Restart of the outdated, broken, unsuccessful Web 1.0 Paradigms & Rules of Content Commerce
Monopolies Open Platforms, Standards, Public Licenses
Copyright is all! Usage Right
I win- you lose Win-Win-WinMy money Our money
Ego-System Eco-System
The Future Mass Market is... a Mass of Niches
Personalization
Customization
Engagement
Participation
Sharing
Transparency
Content Marketing is reversed
The Future: bundling and flat rates
It’s the packaging - Content as Software
The Mobile Consumption of Digital Goods is the #1 growth story of the next decade
Let’s make this our goal, too
★ email me at [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at
www.mediafuturist.com
Thanks for listening!