Testing tools and AI - ideas what to try with some tool examples
The Future of Media in a Networked World
1. The Future of Media
in an Open, Networked and
Always-on World
Gerd Leonhard, Media Futurist
Presentation
at the 2009 Siemens Media Industry SummIT in Rome
11. Some important emerging cultural* practices...
• I want it when I want it [time-shifting]
• I want it how and where I want it
[place-& platform shifting]
• I want to be able to influence, talk-back,
contribute, determine [Control-shifting]
• I’ll always want real value for my attention - or
else...[attention-shifting]
• Total and complete Fragmentation -
as well as Re-Aggregation
13. • I think that up to 85% of the viewers will watch TV on
their schedule, using any content from any archive,
anytime, anywhere
• Mobile devices (streamed and cached) will make up
the majority of usage (but some networks will be hard pressed to deliver)
• Copy protection, 7-day restrictions and UK IP
requirements will be removed sooner or later
• iPlayer success proves that sharing, community,
engaging is key for the Future of TV
• The difference between ‘watching a show’ and
‘owning a copy’ evaporates
• The iPlayer concept opens up many new up-selling
opportunities
• This probably can’t be scaled without using some
form of P2P technology (think Skype...)
17. Content 2.0 Trends
• We don’t consume - we use
• Listening & watching is copying, by
default (legal frameworks will adapt)
• Users are Content, themselves, too
• Advertising is becoming 100%
targeted, integrated, contextualized...
Content!
• All content goes over IP
19. Value of ‘a Copy’ Value of CONTEXT
Value of Meta-Content Value of Experiences
Value Trends (by Gerd Leonhard)
Value of Context
100%
Value of Experience
Value of Meta-Content
75%
50%
25%
Value of ‘a Copy’
0%
Was Is Soon The Future
25. First: what is Content, in the 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
• The Users themselves
• Pro Content ‘appropriated’ by Users
27. Let’s take note: How, when and where can you charge for content?
• We are only at the very beginning of
this new content logic & ecosystem
• There are no recipes to success, yet!
• Content is culture - and by definition
vastly different by location and
constantly changing
•When and how much can
you charge for content?
28. • We are only at the very beginning of
this new content logic & ecosystem
• There are no recipes to success, yet!
• Content is culture - and by definition
vastly different by location and
constantly changing
•When and how much can
you charge for content?
29. The balancing act gets harder... and faster
Attraction
Encourage
Lock-in
Participation Control
Attention Retention
Audience Growth Conversion to $
Engagement
Sales Increases
Fans & Followers
Drive adoption Ownership
Be trusted
Stay relevant Key Position
30. Some opinions
Rupert Murdoch, chairman of
News Corporation, this month
summed up the shift in thinking.
“We are in the midst of an
epochal debate over the value
of content, and it is clear to
many newspapers the current
model is malfunctioning,” he
said, announcing plans to start
charging for online content from
general interest newspapers
such as The Times of London.
31. Google & Free Music in China
• Free / Feels Like Free Music for China!
• Unlimited, unprotected downloads
• Paid with Attention, $-ized via Ads
• In China, Copyright is a ‘lost cause’
• Google is willing to ‘lubricate’ a new logic
32. •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)
33.
34. Freemium and New Generatives: Pandora
Convenience Premium Experience
Personalization ‘Paying for Privacy’
Packaging Convenience
37. The Future: not prevention but smarter toll-booth strategies
38. Stabilizing Piracy....????
• Downloading has simply given
way to streaming on demand
• Everything is moving to the
mobile phone - and sharing
goes x100
• Broadband speeds keep
increasing, costs keep
dropping, everywhere
• Governments can and will not
police the Networks to enforce
scarcity of content or friction in
content acquisition
45. Trends
• Reading off screens will grow
exponentially, everywhere
• Touch-screens will rule
• Innovative UI & great UX is crucial
• Expect device makers to offer subsidy
deals to mobile / data networks (like the
Kindle in the US), and move towards ‘free’
• Content flat rates will explode, UGC will be
crucial to fast adoption
49. Thanks for listening!
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
★ facebook: gleonhard
★ more presentations at
www.mediafuturist.com