Media 2.0: Mobile, Social, Open...Free?

Gerd LeonhardPresentation at Mobile Monday Munich

www.mediafuturist.comtwitter.com/gleonhard

versus

It’s not either... or!

There is no one-fits-all recipe

Not all ‘Content’ is the same

Not all Media is the same

Not all Users are the same

Not all Cultures are the same

Murdoch’s imaginary Pay-Walls

@Umairh: “Blocking Google is about as smart as eating a pound of plutonium”

Source: ABC (Aus)

Youcannot

put content behind walls and generate new $$

Artificial Scarcity is a one-way ticket to extinction

Source: CEA.org

Personal, digital consumer ‘Piracy’ is simply just Market Failure

Free gets you to a place where you can ask to get paid*Quote by Fred Wilson, Union Square Ventures www.avc.com

*or receive other benefits

The product: ease, speed, price, convenience

• Good quality images• Finding the right photo is quick

and easy• The rights (licenses) are

cleared• The price is right (well...

mostly)• I don’t pay just for the content -

I pay for ease of use, peace of mind, the interface, service & curation...!

Content is first a Service & an Experience - and only

then (maybe) a Product.

Content 2.0: New Packaging

New ways to ‘sell’

The virtual goods economy is very real

Hybrid Models in many variations

Not consumption... Access, Packaging... Service!

Content Commerce 2.0: don’t try to sell what is Ubiquitous - sell what is

Scarce

Digital Music: still utterly dysfunctional...

www.dontdisconnect.us

Source: kk.org

Copies don’t equal $$ anymore

Source: Slideshare

What are those new behaviors...?

• Access comes before ownership• All-you-can-eat / unlimited / flat fees &

bundles are much preferred• ‘Feels Like Free’ will be part of everything• Paying with attention (aka advertising) is OK!

Trust the People formerly known as Consumers

And yes... some breakage will occur, too

Music: time to accept and adapt!

Every large audience can be monetized

A wave that Content Owners must learn to ride

Was Is Soon Near Future Mid-term Future

Attention - Based Revenues

Apps not Ads: Appvertising not @vertising

The rising tide will float everyone’s boat

Content is King

ConTEXT isRelevance is

Convenience is

The New Premium

The new Normal

We must focus on the New Generatives

100%

Content / Copy

5%15%

15%

10% 20%

15%

20%

ContentContextCurationTimelinessEmbodiment / PackagingRelevanceOthers

Filtering & Curation is a huge opportunity

TeleMedia is imminent

Content<>Cloud<>$

ISPs and Mobile Operators will move up the food-chain:

Social Networking

Content Services

Communication 2.0

Money 2.0

eLearning

2010: watch the sea change

Content 2.0: the inevitable Shift to Open

Open licensesOpen innovationOpen distributionOpen competitionOpen partnershipsOpen technologies

Open data standards

Ecosystem not Egosystem

Content

Internet Telecom

Advertising

CE Makers

Social Networks

Summary

5%15%

15%

10% 20%

15%

20%

Content ContextCuration TimelinessEmbodiment / Packaging RelevanceOthers

email me at gerd@mediafuturist.comtwitter.com/gleonhard

facebook: gleonhard

Thanks for your attention!

PS: My free Music 2.0 Book is now mobilized !

www.musicfutures.com