Gerd LeonhardFuturist, Author, CEO

TheFuturesAgency

Remaining relevant

within the shifting framework of Publishing

@gleonhard

The

futu

re is

already h

ere!

There are No

Recipes - but I can share some important learnings,

foresights and hunches:)

The

futu

re is

already h

ere! Reading is a re!ection of Culture

Paying for Content is a re!ection of Culture

The

futu

re is

already h

ere!The Internet just recently made 4 huge leaps:

Social Local Mobile Cloud

The

futu

re is

already h

ere!

Welcome to the

SoLoMo-Cloud

The

futu

re is

already h

ere!

The Future is Mobile. Make this your new mantra:)

The

futu

re is

already h

ere! “Change the instruments, and you will change

the entire Social Theory that goes with them” Bruno Latour 2009

Change the instruments, and you will change the LOGIC OF VALUE that goes with them

The

futu

re is

already h

ere!

People of the Book� People of the Screen

The

futu

re is

already h

ere! Every screen is becoming some

kind of connected TV or Radio

The

futu

re is

already h

ere!

Consequences of Vizuality (hat tip to Kevin Kelly)

via NYtimes.com

wandering minds...?

The

futu

re is

already h

ere!

Soon: £ 10-30 for a cool tablet

Below: Aakash Tablet India

The

futu

re is

already h

ere!

Imagine this in the hands of 5 Billion people

The

futu

re is

already h

ere!

Soon: screens in our brain? Michio Kaku (via Youtube)

The

futu

re is

already h

ere! Next: automated translation

A huge game changer

Source: Microsoft Of"ce Labs on Youtube

The

futu

re is

already h

ere! Voice-Control: search, annotate, share..

what will this mean for digital content...?

The

futu

re is

already h

ere! Technology is also changing what, how,

when and why we Write

The

futu

re is

already h

ere! Reading� Browsing

The

futu

re is

already h

ere! But Reading is a lot more

than browsing or ‘"shing’ for information

The

futu

re is

already h

ere!

Immersion and Actual Experience

The

futu

re is

already h

ere! But of course we want both the

Immersion and Solitude as well as the Socializing and Connecting

The

futu

re is

already h

ere! Our future is not an either/or world ...it’s an

‘AND’- World Short-form ⚇ Long-form

Social ⚇ With Solitude‘Free’ & FLF ⚇ Paid

Planned ⚇ SerendipitousFiltered ⚇ Accidental

Peers & Users ⚇ Experts & Pros

The

futu

re is

already h

ere! Humans need Meaning

- not just cool Technology

The

futu

re is

already h

ere!

Meaning� Money

The

futu

re is

already h

ere!

Social Media is a key traf"c driver - but can it create real Meaning...?

The

futu

re is

already h

ere!There’s more to our future than this!

The

futu

re is

already h

ere! People of the Print � People of the Cloud

The

futu

re is

already h

ere!

Soon: Spotify for Books (well, even better:)

The

futu

re is

already h

ere!

Total Fragmentation:User behavior and preferences, UIs and devices, payment-readiness...

The

futu

re is

already h

ere!

Fragmentation Opportunities:Personalization. Customization. Aggregation.

Curation. Filtering. Sense-Making

Image via Flickr/virtuallysupine

The

futu

re is

already h

ere! But clearly, fragmented users means

Fragmented Business Models

The

futu

re is

already h

ere! Content pricing is increasingly subject to multiple, and changing ‘soft’ factors -

But was is your reason to get paid...?

The

futu

re is

already h

ere! Touch. Use. Connect. Share.

Access not ownership *

The

futu

re is

already h

ere! Access *not ownership

The

futu

re is

already h

ere!

News Paper

News Paper�

�In most but not all cases...

The

futu

re is

already h

ere!

The distribution issue is solved!

Next 3-5 years: TeleMedia convergence

The

futu

re is

already h

ere!

Source: Huf"ngton Post

For the consumer, access to content will become much cheaper

than copies / ownership

The

futu

re is

already h

ere! Pricing will need to signi"cantly adjust

to appeal to users with very low-cost devices and !at rate access

The

futu

re is

already h

ere! eReaders read a lot more -

Innovate NOW to keep them legit!

The

futu

re is

already h

ere!

Sharing is non-negotiable (really)

Image via Flickr user Rubicon

The

futu

re is

already h

ere!

Reading digital content is not a rivalrous activity

-sharing does not create economic damage

The

futu

re is

already h

ere!

�

Lack of sharing options and high prices are the biggest hurdles

The

futu

re is

already h

ere! A success story, an aberration or a love-bubble?

The

futu

re is

already h

ere! Advertisers need large audiences - and large

audiences are hard to get with paywalls

The

futu

re is

already h

ere! The problem is not the ‘pay’ -

it’s the wall!

Source:

The

futu

re is

already h

ere! Ease of use + Choice + Price +

Added Values + Brand = $£#

The

futu

re is

already h

ere!

Build value around the content

The

futu

re is

already h

ere! The Future Role of Publishers

- a gallery of ideas and suggestions

The

futu

re is

already h

ere! The only way forward is to

Engage, Attract and Collaborate

The

futu

re is

already h

ere! It’s a different game now...

The

futu

re is

already h

ere!

Rethink Piracy

CEO of MacMillan UK, April 2011, via PaidContent.org

Image via CE.org

�

The

futu

re is

already h

ere! Content licensing practices need to catch up with the digital natives

All too often, our choice is to be either a Pirate or a Prisoner

The

futu

re is

already h

ere!

wth..?

The

futu

re is

already h

ere! The music industry’s spectacular failure:

Self-interest and monopoly of large middlemen has kept both the creators and the consumers

severely underserved - a perfect recipe for

Piracy

The

futu

re is

already h

ere! Key learning from Music:

Control obsession is deadly

The

futu

re is

already h

ere! 2017: 4 Billion people connected, 70% via mobile

Internet, 50+ major platforms, a #250 Billion advertising market, a # 500 Billion Data-mining industry...

The

futu

re is

already h

ere!

BRICs: 3 Billion new Users, Viewers, Producers... coming online

*Peter Diamandis TED Talk

The

futu

re is

already h

ere! BRICs: traditional, unit-based

content commerce won’t work.

The

futu

re is

already h

ere! A new standard for marketing digital content:

Interaction before transaction

Key points to take home

The

futu

re is

already h

ere!

The

futu

re is

already h

ere!

C R E A T I V E

D E S I G N :

ThankYou!