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 [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at
www.mediafuturist.com
Thanks for listening!