Creative Industries in the Digital Economy

Presentation at EU-Observer Event in Brussels, December 1, 2009

by Gerd Leonhard

www.mediafuturist.comtwitter.com/gleonhard

T h e I n t e r n e t

First:

It’s about the User and the Creator - not just the industry!

C R E A T O R S

CONSUMER

C R E A T O R S

U S E R S

Content is first a Service & an Experience - and only

then (maybe) a Product.

The new content framework

• Access now comes before ownership

• All-you-can-eat and unlimited offers, flat-fees

& bundles are needed to foster legal usage

• ‘Feels Like Free’ is a crucial step to conversion

• Paying with attention (fka advertising) is still

very early but will soon be very real

New TechnologiesNew Behaviors

New StandardsNew Contracts

New Remuneration

Key success factors: Permission i.e. Public Licenses, Standards, Transparency, Open Platforms

Source: Dontdisconnect.us

Source: kk.org

Copies don’t equal $$ anymore

Access does!

Source: istockphoto

The Toll-Booth Challenge: how tomonetize access rather than copies

A TeleMedia Ecosystem

Public, open and standardized Content Licenses

Protection & Control = Income?

Protection & Control = Income

Permission, Engagement, Collaboration and $-Sharing

= Income

In Music, first, we urgently need either a voluntary, collective

license proposal by the rights-holders, and / or legislation that

legalizes and monetizes the usage on the Internet.

Just like...

We have been here before

LICENSED!

Content 2.0: the inevitable Shift to Open

Open licensesOpen collectivesOpen distributionOpen competitionOpen partnershipsOpen technologies

Open data standards

Hybrid Models in many variations

Every large audience can be monetized

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

Scarce

We must focus on the New Generatives

100%

Content / Copy

5%15%

15%

10% 20%

15%

20%

ContentContextCurationTimelinessEmbodiment / PackagingRelevanceOthers

2 things are needed

New ‘Pools of Money’ (i.e. collective, open, public and

standardized rights licenses)

New, next-generation revenue streams that ‘up-sell’ on-top

Government (& Creators & Industry)

Industry & Market Players

Step 1: Permission

Step 2: Collaboration

Step 3: Co-Creation of newBusiness Models

“When the Winds of Change are

blowing, some People build Shelters, others build Windmills”

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Thanks for your time!