Comparing and Contrasting the Open Approach and the

Walled Garden Approach• Highlighting the differences between the walled garden approach and

the open approach• Analysing the benefits of each approach

• Examining the challenges of each• Discussing whether we are seeing a migration towards a more open

approach

• The transaction cost of group activity has fallen through the floor.

• This creates fundamental change in how value is and can be created.

• It means the value of hierarchies, gatekeepers… walled gardens falls through the floor too.

Ideas Ideas

Ideas

Action

Ideas Ideas

Ideas

Action

ValueValue

Ideas Ideas

Ideas

Action

Conversation

Conversation

Conversation

ValueValue

• Enabling the rapid, real-time evolution of communities of purpose unlocks the value.

• It turns the potential of group forming network theory into practice.

The value of random friends

Tearing down the walls…

The real 3 Cs?

Content > Conversation > Community

The real 3 Cs

Content > Conversation > Community

Conversation is the intersection of ideas. It is where ideas coalesce into action

The real 3 Cs

Content > Conversation > Community

Conversation is the intersection of ideas.It is where ideas coalesce into actionAction is where value is created

Content is worthless

Content is worthless

• Except that it isn’t

Content is worthless

• Except that it isn’t• It gives us something to talk about

Content is worthless

• Except that it isn’t• It gives us something to talk about• Talking about stuff is where ideas turn into

action

Content is worthless• Except that it isn’t• It gives us something to talk about• Talking about stuff is where ideas turn into

action• Action is where value is created

Content is valuable• Because of the because effect

Content is valuable• Because of the because effect• You won’t make money with it

Content is valuable

• Because of the because effect• You won’t make money with it• You will make money because of it

Content is valuable

• Because of the because effect• You won’t make money with it• You will make money because of it• Eg Prince, Radiohead

Value chain is now a value web

Value chain is now a value web

Two disruptions

Value chain is now a value web

Two disruptions• How, and by whom,

content is being created

Value chain is now a value web

Two disruptions• How, and by whom,

content is being created• How, and by whom, content is being

distributed

The world we’re witnessing

Share

Trust

Connect

Community

The networked world

We Species wants…

To engage with the network

A community is a community…

Always on

Always with you

Always yours

Starting a fire on the village green

• Curate content

• User-driven customisation

• Manage the web of peer producers

• Contribute thehard-to-do

Two advantages

Always ready LBS

7th Mass Media1. It’s truly personal2. It’s always on3. It’s always with you4. Has a built-in payment

mechanism5. Allows creation

at the pointof inspiration

Screen size?

What’s wrong with operators?

Why don’t they value me?

Itsmy.com

User-centric portals

• Mippin

User-centric portals

• Mippin• Widsets

User-centric portals

• Mippin• Widsets• Squace

They show the way

Inside and out

Lump it Throw off your chains

Mash it up!

Our position in this ecosystem?

• To enable, • To understand,• To facilitate the connections.• To find acceptable ways to share in the

value that we have helped to create through both our facilitation and our contributions.

Takeaways

Make money withcontent

UnderstandYour placearoundThe campfire

Don’t restrict the view!

Don’t restrict the view!

In summary

• You won’t make money WITH content but you will BECAUSE of it.

• Focus on content, conversation and communities of purpose to create value.

• User-Centric Portals (community-enabled aggregators) will aid discovery.

• Enable communities to self-form and share what they trust.

• Don’t restrict the view!

David CushmanFasterFuture.blogspot.com Bauer Consumer Media