Words from the Media Futurist

Gerd Leonhard

[email protected]

www.mediafuturist.com

The Future of MediaPresentation @ Google London

July 11 2008

1Friday, July 11, 2008

mailto:[email protected]


http://www.mediafuturist.com



We are only beginning to understand the huge consequences

of the shift from Disconnected to

Connected3Friday, July 11, 2008



N E T W O R K E DF r o m ‘ T h e N e t w o r k ’ t o

Example: Music


A Sharing and Forwarding

Culture6Friday, July 11, 2008

www.mediafuturist.com CHANGE staring in the Face of the Content Industries

Source of Cow Pic: flickr.com/photos/publicenergy



http://www.flickr.com/photos/publicenergy

http://www.flickr.com/photos/publicenergy



Now, People

will subscribe to People.(And to Mass Media, too)





Web1.0: Get (hear & see) ‘Noise’

Web2.0: Make Noise

Web3.0 Filter the Noise

Web4.0: SmartNoise


All living on the Grid?Walter Mossberg on the Future of the Internet and

Rise of the Cell Phone:

the PC has peaked, and the future of the

internet belongs to pocket computers: The

internet is a grid," he remarked, "and we're

all going to be living on it, and carrying it in

our pocket all day long."




Content


A message via the St. Petersburg International

Economic Forum:

Economic Egoism

is not working anymore




Trust is the key



Transparent vs Secretive

Sharing & Collaboration vs Walling

‘Collaborative Competition’

Multi-lateral Consideration vs ‘Egoism’

Skillful Open - Closed Continuum

Trends

Trust & Merit vs Control20Friday, July 11, 2008


From somewhere on the Net:

“Why does Google insist that it’s goal is to

‘organize the world’s information’?

Because it’s figured out one of the deepest secrets hidden at

the heart of 21st century economics:

Markets, networks, and communities can organize

economic activities radically more efficiently than firms.”21Friday, July 11, 2008



www.mediafuturist.com The story of the New York Times: Less Control... more Revenues?





And finally... the Britannica!




www.mediafuturist.com The challenge for Content Owners:Make $$ around the content




www.mediafuturist.com The End of Scarcity changes everything




www.mediafuturist.com The End of Scarcity changes everything

Un





The End of Control as we knew it:

A huge paradigm shift: it’s not total control that wins in tomorrow’s

markets - it’s total empowerment.

It’s no longer about certified and central authority and the ‘select

few authorized professionals’ but also about the combined power of

masses of people.

It’s no longer just about actions guided by one’s own concerns and

immediate gains (economic egoism) but also about considering the

effect on the ecosystem - the network - as a whole




• Digital content is not the same as physical property• Ownership enforcement is less important than Usage• Listening / viewing now is copying• Searching is getting• Value can no longer be defined just by unit sales


Making money with Free Content?

BPI chief executive Geoff Taylor told BBC

News that the body was prepared to ... take

ISPs to court. "There is a phenomenal amount

of piracy out there and we believe that the

idea that 95% of content on the net is free is

not sustainable. We don't believe that society can allow the free consumption of content to persist," he said.


www.mediafuturist.com Old tollbooth logic

http://www.repmanblog.com/photos/uncategorized/48750_a.jpg














www.mediafuturist.com New tollbooth logic





But what IS Content?





TextMusic &

AudioImagesVideo

...

Rating

Tags

Usage History

ContextPackages& ‘Skins’

Edits & Mixes

Click Streams

AttentionKernels

All

IS

CONTENT

Redefining Content

MetaData

Playlists





Evaporating Distinctions:

Creator and Non-Creator

Professional and Amateur

Now, all of us are both - at different times & in different places





Many Content Producers will expand into becoming Context Providers,

Curators, Aggregators, Packagers... Curation: Exposing and Seeding, Testing,

Rating, Tagging, Contextualizing, Remixing, (Re-)Framing, Packaging...




The Internet is essentially forcing us to reinvent advertising


Advertising

is

PublishingUsers Paying Attention In

Return for Getting Free Content38Friday, July 11, 2008


The key to the Future of Advertising: the right blend of Sharing vs Privacy

Explicit Permission to temporarily and safely use

Attention-, Sharing- & Clickstream-Data in return

for free Content (Media) and Services





Media & Content is

in the Network -

and so must

Advertising!40Friday, July 11, 2008






Brands are Broadcasters





Context: the Future Role of Telcos and Operators:Content, Service and Data Pipes





The complete rethinking of

“Education” is next









Some Future Challenges

๏ Collision of old and new copyright paradigms

๏ Total re-write of the concept of ‘Education’

๏ Constant Privacy Paradoxes

๏ Mental Obesity

๏ Attention Scarcity

๏ Globalization of hereto protected spaces and people

๏ Reducing Economic Egoism




SummaryEconomic Egoism is so 1.0

Data is Content is King

Advertising is Publishing

Feels Like Free Content is here

Trust is the # 1 mission, across the board

Relevance over Quantity

The End of Control is shaping up everywhere

Summary



Thanks for listening!Gerd Leonhard

[email protected]









Entertainment & Humor

Words from the Media Futurist