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The PDF with my presentation at the Turkish Cebit, Bilisim Zervisi, on the Future of Media & ICT. Topics: Top trends: fixed to mobile. Top-down to social. Consumers to users. Physical to digital. eBooks Plus: the convergence of media, telecom, advertising, social networking, content & media. Why telecoms and mobile operators must get involved with content and advertising. Media is a now Service - and only then becomes product. Read more at www.mediafuturist.com A Turkish review of my speech is here: http://bit.ly/Nar4z (no idea what it says, though).
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Media 2.0 - The Future of the Media, Content &
Entertainment Industries
‣ Futurist‣ Strategist‣ Author & Blogger
www.mediafuturist.comtwitter.com/gleonhard
From Consumers to Users
From Fixed to MobileFrom Physical to Digital
From Top-Down to SocialFrom One-Way to Interactive
How will this c
hange YOUR business?
Next: the Mobile becomes ‘The Internet’
Convergence
TV
Internet Mobile
Telecom
Media
Advertising
Why Telecoms & Mobile Operators must get involved
• SMS and MMS will be greatly reduced by increasing social network activities, fueled by data flat rates for mobile devices
• Users will increasingly use Internet-based tools to make phone & video calls
• Google becomes a major communications player: GTalk, Wave, Google Voice...
• Mobile phone applications on open platforms are bypassing the operators entirely
It used to be...
“Option”“Extra”
Default
Soon:
The new ‘Normal’
The New Premium
AccessEmbodiment
Experience
Take note: Content is first a Service &
an Experience - and only then
(maybe) a Product.
How I read now
Don’t repeat the mistakes of the music industry:DRM will not work (but will drastically reduce adoption)Open formats and cross-platform standards are crucial
Prices should be 20-50% of the physical producteBooks are a Service not a Product
New formats and $ models need to be created (e.g. chapter compilations)
Bundles, flat-rates and subscriptions will be crucial
So will eBooks be pirated?
Protection is
in the
Business
Model
Content ‘Piracy’ issues•Piracy is a business problem •Piracy is often also a driver of new business•We don’t compete with ‘Free’ - we compete on Service and Added Values!
From Stuff to Bits
Enormous Value Shifts
3.75
7.5
11.25
15
Traditional, Offline Content RevenuesRevenues of Offline Content Formats & Models simply moved OnlinePotential Revenues of Web-Native Content Formats & Models
Sales, Distribution & Marketing CostsContent Ceration Costs
Thanks to Flickr.com/alextorrenegra
Content is only ~20% of the Cost
New
Ecosystem
Expensive Cheaper Flat-Rated Flat-Rated
The Mission: reinvent how to get the $$
Source: Universal McCann
The Success Formula: Content + Context + Connectivity +
Community + Convenience
The Mobile ‘Consumption’
of Digital Goods is the #1 Growth Story of the next
Decade
Irresistible: ‘All you can eat’
Every abundance creates new scarcities - and these are what
you can sell
Social Media beats eMail,
Video beats Search
The Future: Engaging the user is crucial
Free gets you to a place where you can get paid.Quote by Fred Wilson, Union Square Ventures www.avc.com
‘Feels Like Free’ Content >> Paid Services
Media as a Service (MaaS)
MaaSBundling
Flat-RatesFreemium
User-GeneratedNew Partnerships
Social Nets + Content
Opportunities
•email me at [email protected]• twitter.com/gleonhard•Facebook: gleonhard•more presentations at
www.mediafuturist.com
Thanks for listening!
