The Future of Mobile Content, TV & Entertainment

Gerd LeonhardMedia Futurist

www.mediafuturist.com

Connected people ‘consume’ differently

Sharing is the Key DriverAccess trumps Copy

Was:

Will be

Together, Broadband Culture and Mobility will re-define how we think about:

• Privacy• Authority• Ownership / Copyright• Value (period) ‘Selling’ and Marketing• R&D, and Production• Work• Education

7 unique factors of Mobile•The first truly personal mass

medium•Captures the social context of

media consumption•Always within 1 meter reach•Always-on, inter-connected•Available at the exact point and

time of inspiration•Built-in payment options•Offers most accurate audience

measurement

> >> >>> >>>>

Access Diversity Control

From the Xark Blog on Future of News

“Rather than changing the existing model publishers are fumbling around for a

solution that requires readers to fundamentally change their behavior...”

T h e I n t e r n e t

Accessing your content remotely

Say goodbye to Selling Copies!

Not making content available is not a good move

So what is Content, in a Broadband Mobile 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

• Pro Content ‘appropriated’ by Users• The Users themselves

It used to be...

ProducersNetworks

DistributorsOwners

Was:

Now:

ProducersNetworks

DistributorsOwners

Let’s take a look

The TV GenerationThe Net Generation

Reach the perfect 100 people that

reach another 100 people that reach

another 100 people...

Reach Millions of people at the same time - with the same content or message or... advertisement

The TV Generation The Net Generation

Switch off Switch OnI receive I send & receive

Couch Potato Subway SurferHelpless Powerful

Monoculture Multi-cultureUnited Fragmented

The Future of Digital Content

OpenMobile

ConnectedCollaborative

Interdependent

Soon: Radio X.0Soon: TV X.0

So will people read like this?

A crucial shift in the content industries:• Content ‘Pre-Web’: Presenting - and

selling - professionally produced Content

• Content ‘Web-Native’: Presenting - and selling - Context, People, Relevance, Packaging, Timeliness - and all types of Content!

New Generatives

Making $$ out of “Free”

Freemium: a definitive model for mobile content

•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)

Freemium and New Generatives: Pandora

Convenience

Personalization

Packaging

Premium Experience

‘Paying for Privacy’

Convenience

Direct, ‘free’, hyper-connected, P2P, Word of Mouse...

Mobile Content allows for a Restart of the outdated, broken, unsuccessful Web 1.0 Paradigms & Rules of Content Commerce

Monopolies Open Platforms, Standards, Public Licenses

Copyright is all! Usage Right

I win- you lose Win-Win-WinMy money Our money

Ego-System Eco-System

The Future Mass Market is... a Mass of Niches

Personalization

Customization

Engagement

Participation

Sharing

Transparency

Content Marketing is reversed

The Future: bundling and flat rates

It’s the packaging - Content as Software

The Mobile Consumption of Digital Goods is the #1 growth story of the next decade

Let’s make this our goal, too

★ email me at gerd@mediafuturist.com★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at

www.mediafuturist.com

Thanks for listening!