Tele-Media & Digital Content

Futuresby Gerd Leonhard

‣ Futurist‣ Strategist‣ Author & Blogger

www.mediafuturist.comtwitter.com/gleonhard

Let’s consider these trends:

Copy Economy

Access / Usage / Sharing

Economy

From Copy to Access + + +From Product

to Service

Source: PaidContent.org

User fka ConsumerCreator

The Future of Content it’s really all just about 2 things:

New, web-native toll-booth strategies

The Past: Revenues based on controlling Consumers

Enforcing Payment...? Controlling Copies...?

Source: ABC (Australia)

=

The past: revenues based on Controlling Distribution

‘Free’ SocialMobile

OpenThe Future: Revenues based on

Converting Attention

Future success in Content will not be achieved without giving new

content licenses to Telecoms, ISPs and Operators

Future success in Content will not be achieved without giving new

content licenses to Telecoms, ISPs and Operators

Future success in Telecom will not be achieved without real & deep engagement in Media &

Content (and therefore Advertising)

Content Futures: where is the value?

100%

Content / Copy

5%15%

15%

10% 20%

15%

20%

ContentContextCurationTimelinessEmbodiment / PackagingRelevanceOthers

Content owners can’t, shouldn’t and don’t have to compete with Free Copies

Instead, content owners can compete with:Authenticity

Unique experiencesAdded Values

Packaging and Embodiment Timeliness (Real-Time)

CurationContext

Personalization & CustomizationWeb-Native Values

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

ScarceSource:

ReadWriteWeb.com

Direct, immediate, certified, personal content delivery

How much of a premium would you pay to receive the new song the very moment it

is finished, from the creator, himself, certified, personalized... guaranteed?

Relevant, customizable, time-saving Curation

How much of a premium would you pay to get the 50 best chapters from the 50 best business books, in a single new eBook?

Bundling music services within Social NetworksHow much of a premium would you pay to

have instant sharing of your peers’ playlists and favorites build-into your

mobile, your TV, your car-radio...?

Attractive, unique, premium PackagingHow much of a premium would you pay to

have your preferred content uniquely available on your favorite mobile device, at all times?

0

25

50

75

100

Was Will be

Price of ‘Access to the Copy’Number of legal, known, engaged UsersPremium Buyers (i.e. converted users)

Content Pricing Futures

A fact: flat rates and bundles often work best

Rights holders and content owners now have the choice between:

A) The Illusion of Control - and declining Revenues

B) ‘Open’ - and new Revenues

We urgently need either a voluntary, collective license

proposal by the rights-holders, or legislation that legalizes and monetizes the use of Music on

the Internet.

Image: TelecomTV

Just like...

Telecoms, Operators ISPs

now need to get involved in

making ‘free’ web content

Monetizable

Step 1: Permission

Step 3: Collaboration

Step 4: Co-Creation of newBusiness Models

Step 2: Lubrication

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

facebook: gleonhardmore presentations at

www.mediafuturist.com

Thanks for your attention