‣ Futurist (Media & Communications)‣ CEO The Futures Agency‣ Author & Think-Tank Leader

TeleMedia Futuresby Gerd Leonhard

TMForum Nice 2010

www.mediafuturist.comtwitter.com/gleonhard

Fast, cheap, mobile and social Connectivity changes everything. Literally.

What do you make out of this...?

Source: Slideshare Network

Cable TV Under Fire...?

A Broadcast World and a Networked World

It’s not the ‘End of the Old.’It’s the total Convergence of

Old and New.

Print | DigitalWeb | TV

The Cloud | StorageSelling Copies | Provide Access

Content | AdvertisingControl | Trust

Producers | Users

Total Convergence

Un-Connected

Hyper-Connected

A painful but very promising transition

...and increasing disembodiment of Content

Governments

Authors & Creators

Advertisers

Device Makers Consumers

Publishers

Search Engines

Telecoms

Preventing the inevitable...?

In 5 years: Education will be 30% digital

Media as a Service (MaaS)

The Cloud ••• The Crowd

Content in the Cloud - $ in the Cloud

•Bundled Content Offerings from

Mobile Operators, Telcos and

ISPs (flat-rated, revenue-shared, ad-supported etc)

•Flat-rate Access bundled into

Cloud-connected Devices (with up-selling build-in!)

Source: Comscore 2010

I pay, you pay, they pay *Inspired by Shelly Palmer

Advertisers

Bundles

Subscriptions

Flat Rates

Applications

Telcos & ISPs

Device Makers

Taxes / Levies

Social Payments

Micro-Payments

Patronage

Data is the new OilUGC, shared bookmarks, playlists, social markers,

click-trails, opt-in information such as location, ratings, comments, tags, like’s & other feedback

It used to be

Control = Money

Scarcity •• Friction •• Attention = $$$$

Soon: as a Business Model, Control is dead

Too expensive to dominate

Too many moving parts

Too much transparency

Too many people talking

Too much disruption by new players

Soon: as a Business Model, Control is dead

ContentTelecom

Advertising

Device Makers

The biggest opportunities are based

on unprecedented Collaboration

across this new Ecosystem

Disruption

Today: a digital Bermuda triangle

Real Monetization will only be found at the

Intersections Content

Telecom AdvertisingCE / Devices

Forget most of what you know about Advertising

New kinds of Advertising will fuel TeleMedia & Content

One of the Futures of Mobile Advertising

30% + of all Advertising will be digital / interactive / mobile /

social within 2-3 years, globally.

The Redefinition of ‘Telecom’

Data Pipe

Content Pipe

Platform for Experiences

Service Pipe

0

2.5

5

7.5

10

Calls SMS Data Content Services Experiences

Focus on ControlOpportunities for Growth

TeleMedia Paradigm Shifts

DisruptionCollaboration

Not ‘if’ but ‘how’ ‘when’ ‘where’....!

Think ‘cars’ not faster horses

So, to summarize

Control ≠ Money

Source: Scholz & Friends / Youtube

Lubricate the digital, mobile, social

Content Economy

gerd@mediafuturist.com

twitter.com/gleonhardFacebook: gleonhardmore presentations at

www.mediafuturist.com

Thanks for your time