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This is a summary of my presentation I held at the Nokia-Siemens / Mastel sponsored Indonesian Broadband event in Jakarta, today (April 1, 2008); riffing on my favorite theme "Open is King" and touching on issues such as the rise of niche media, the culture of participation, content commerce models of the future, broadband content versus narrowband content, the power of sharing, a new definition of UGC, telco trends, control versus trust etc.
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www.mediafuturist.com
Gerd Leonhard
www.mediafuturist.com
Open is King -
a Future of Media powered by Broadband
@ 1st Indonesia Broadband Summit
April 1 2008
1Tuesday, April 1, 2008
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A broadband culture...
"The illiterate of the 21st Century will not be those who cannot read and write, but those
who cannot learn, unlearn, and relearn." Alvin Toffler
2Tuesday, April 1, 2008
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Soon, there will be no distinction between ʻOnlineʼ or ʻOfflineʼ
3Tuesday, April 1, 2008
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The European Commission: Broadband is a major Driver of the Economy
4Tuesday, April 1, 2008
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NarrowbandLinear Interactive
Monologs Conversations
Copyright Usage Right
Advertising Ads = Content
Professional Creators User / Usator Content
Pay with cash Pay with attention
Push Marketing Pull Pull Pull!
Own & restrict Share
Media...BOTH
will
CO- EXIST
B r o a d b a n d
5Tuesday, April 1, 2008
www.mediafuturist.com “Sharing” is key
6Tuesday, April 1, 2008
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Read
Watch
Listen
Write
MakeWhy is sharing important?
Change
7Tuesday, April 1, 2008
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Empower the users to
create and share - and
success is inevitable
8Tuesday, April 1, 2008
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The Users become content, too...
9Tuesday, April 1, 2008
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Engaged users are worth infinitely more than passive or restricted users
Revenues are generated not (just) with content but around content
“Paying with Attention” is real !
10Tuesday, April 1, 2008
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
Today, we are here
People are sharing using technology
Tomorrow: SHARING x
1000
11Tuesday, April 1, 2008
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12Tuesday, April 1, 2008
www.mediafuturist.com Henry Jenkins, director of the MIT Comparative Media Studies Program: "In a hunting society, children [People] play with bows and arrows. In an
information society, children [People] play with information.”
Photo via http://flickr.com/photos/sherlock77/Gathered by www.mediafuturist.com
13Tuesday, April 1, 2008
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Get your children to play with information and
media... and see innovation
explode
14Tuesday, April 1, 2008
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Mass Collaboration creates many new benefits
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Bhinneka tunggal ika - Many, yet one
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Open
Engaged
Mobile
ConvergedThe success of Broadband Media depends on being:
17Tuesday, April 1, 2008
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Mobility
18Tuesday, April 1, 2008
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Going Online and ‘Using the Internet’ no longer means using computers
19Tuesday, April 1, 2008
www.mediafuturist.com Content
Consumption
is becoming
Device Agnostic
20Tuesday, April 1, 2008
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It used to be: Telcos and Operators as Data PipesIt will be: Telcos and Operators as
Data Pipes + Service & Content Pipes
21Tuesday, April 1, 2008
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Media & Content is in the Network
New $$$$$ are in the Network, too!
22Tuesday, April 1, 2008
www.mediafuturist.com How the world has changed!
23Tuesday, April 1, 2008
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The less control you seek the
more loyal customers / users /
viewers / listeners you will have
24Tuesday, April 1, 2008
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25Tuesday, April 1, 2008
www.mediafuturist.com The new ‘Sell’
26Tuesday, April 1, 2008
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1) Getting Attention 2) Turning Attention into
Revenues
27Tuesday, April 1, 2008
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Social Networks: The new Radio +TV
Friendster Facebook Myspace Cyworld Mixi QQ... are
BROADCASTERS28Tuesday, April 1, 2008
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Now, People will subscribe to People.
And to Mass Media, as well
29Tuesday, April 1, 2008
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The web has changed the dominance of anglo-centric media
Source MTV Asia
30Tuesday, April 1, 2008
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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
31Tuesday, April 1, 2008
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The Music Industry had it upside down for a long time
The Key is
Content Engagement
not Content Protection
32Tuesday, April 1, 2008
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Instead of Control, Trust is the key to success in a
Broadband World
33Tuesday, April 1, 2008
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Transparency creates Trust Trust gives Influence Influences gives... Sales
34Tuesday, April 1, 2008
www.mediafuturist.com And who do People trust?
A Person Like Themselves. A Peer.35Tuesday, April 1, 2008
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A few examples on what used to be... and what will be
36Tuesday, April 1, 2008
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Was
Is / Will be
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Pursue a built-in, network-wide
license for content
Instead of worrying about what content is copied where...
The Danish Telco TDC just announced a music flat rate on Monday.
39Tuesday, April 1, 2008
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Was
Is / Will be
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‘Me-Media’
41Tuesday, April 1, 2008
www.mediafuturist.com Open is King
Mainstream Media is about Hit Content
User-Generated-Content is about Facilitation
and User Empowerment
T h e F u t u r e o f
M e d i a i s
p r o b a b l y
a b o u t BOTH .42Tuesday, April 1, 2008
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Was
Is / Will be
43Tuesday, April 1, 2008
www.mediafuturist.com Is / Will be: Niche Media
Was (and is): Mass Media
44Tuesday, April 1, 2008
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The Future: Hits in the Niches
45Tuesday, April 1, 2008
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Source: Omnicom Media Group Germany
46Tuesday, April 1, 2008
www.mediafuturist.com The Future of Broadband Content *Inspired by Kevin Kelly
Mere ‘copies’ of most digital content will
Feel Like FreeContext will not
The Experience will not
Packaging will not
Curation & Recommendation will not47Tuesday, April 1, 2008
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Kevin Kelly: “The key is to offer valuable
intangibles that cannot be reproduced at
zero cost, and will thus be paid for...”
48Tuesday, April 1, 2008
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Attention In Return for Content
49Tuesday, April 1, 2008
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The key to the Future of Advertising
Explicit Permission to use Attention Data &
Clickstream-Data in return for Content (Media
& Entertainment) and Services
The new deal?
50Tuesday, April 1, 2008
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Advertising 1.0: interruptive out-of-context Monologs
Images: Flickr kla 4067
51Tuesday, April 1, 2008
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Advertising 2.0: meaningful conversational content
Images: Flickr kla 4067
52Tuesday, April 1, 2008