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Telemedia Futures
by Gerd Leonhard ‣ Futurist‣ Strategist‣ Author & Blogger
www.mediafuturist.comtwitter.com/gleonhard
Media was a simple game... until now
The pastEGOsystem
The FutureECOsystem
EgoSystem to EcoSystem
Future success in Telecom will not be possible without real & deep engagement in Media &
Content (and therefore, Advertising, too)
Mobile + Social + Video: Major Game Changers in Telecom & Media
Social Media beats eMail !
Video beats Search...?
Source: STLPartners / Telco20.net
Source: STLPartners / Telco20.net
DownstreamUpstream
Key vortex-speed drivers
New
Ecosystem
Expensive Cheaper Flat-Rated Flat-Rated
0
25
50
75
100
Was Will be
Price Users
Content: pricing logic will flip
Thanks to Flickr.com/alextorrenegra
Content is only ~20% of the Cost
The future: Bundle + + + ++High-Def
Live StreamsVirtual Goods
Social Commerce
...
Content: where is the value?
100%
Content / Copy
Content: where is the value?
10%
15%
5%10%
20%
20%
20%
ContentContextCurationTimelinessEmbodimentRelevanceOthers
What matters is no longer that we can actually connect and ‘download‘ all of it but who we connect with and
what we actually get i.e.
Content, Context, Curation,
Community.
Lubricate the system and make
content liquid
The quickest path towards economic suicide
But: the content pricing & licensing issues cannot be solved without the solid
engagement of Telecoms, ISPs and Operators (as well as the Advertisers)
Public, open and standardized Content Licenses
Source: Techcrunch UK
Advertising (2.0)
Social Networks
Telecom
Rights holders and content owners have the choice between
Control and declining Revenues or
‘Open’ and new Revenues
Please: forget most of what you know about Advertising
Source: PaidContent.org
Friction is Fiction
TeleMedia Futures
TelecomAdvertising
Content & Media
Social Networks
The Opportunity: Lubricate!
Telcos can no longer ignore the need to solve the content problem online
Free gets you to a place where you can get paid.Quote by Fred Wilson, Union Square Ventures www.avc.com
• Social Networks are Broadcasters (yes... like Radio & TV)
• These Broadcasts will be mostly mobile• Social Networks are where next Generation
Advertising will go first• Content owners have no choice but to
accommodate these audiences in terms of pricing and usage models
Data is the new Oil...Shared bookmarks, playlists, social markers
Click-trails and digital bread-crumbsOpt-in information such as location
Ratings, comments, tags and other feedback
It’s not (just) about transporting the bits - it’s about transporting The Meaning.
Media as a Service (MaaS)
Summary
email me at [email protected]/gleonhard
facebook: gleonhardmore presentations at
www.mediafuturist.com
Thanks for your time
