gerd leonhard futurist at jakarta broadband summit "open is king - the future of media

www.mediafuturist.com

Gerd Leonhard

[email protected]


Open is King -

a Future of Media powered by Broadband

@ 1st Indonesia Broadband Summit

April 1 2008

1Tuesday, April 1, 2008

mailto:[email protected]

mailto:[email protected]

http://www.mediafuturist.com



A broadband culture...

"The illiterate of the 21st Century will not be those who cannot read and write, but those

who cannot learn, unlearn, and relearn." Alvin Toffler





Soon, there will be no distinction between ʻOnlineʼ or ʻOfflineʼ





The European Commission: Broadband is a major Driver of the Economy




NarrowbandLinear Interactive

Monologs Conversations

Copyright Usage Right

Advertising Ads = Content

Professional Creators User / Usator Content

Pay with cash Pay with attention

Push Marketing Pull Pull Pull!

Own & restrict Share

Media...BOTH

will

CO- EXIST

B r o a d b a n d




www.mediafuturist.com “Sharing” is key



Read

Watch

Listen

Write

MakeWhy is sharing important?

Change



Empower the users to

create and share - and

success is inevitable





The Users become content, too...





Engaged users are worth infinitely more than passive or restricted users

Revenues are generated not (just) with content but around content

“Paying with Attention” is real !




Gerd Leonhard Music & Media Futurist www.mediafuturist.com

Today, we are here

People are sharing using technology

Tomorrow: SHARING x

1000




www.mediafuturist.com Henry Jenkins, director of the MIT Comparative Media Studies Program: "In a hunting society, children [People] play with bows and arrows. In an

information society, children [People] play with information.”

Photo via http://flickr.com/photos/sherlock77/Gathered by www.mediafuturist.com


http://flickr.com/photos/sherlock77/

http://flickr.com/photos/sherlock77/




Get your children to play with information and

media... and see innovation

explode





Mass Collaboration creates many new benefits





Bhinneka tunggal ika - Many, yet one





Open

Engaged

Mobile

ConvergedThe success of Broadband Media depends on being:





Mobility



Going Online and ‘Using the Internet’ no longer means using computers




www.mediafuturist.com Content

Consumption

is becoming

Device Agnostic





It used to be: Telcos and Operators as Data PipesIt will be: Telcos and Operators as

Data Pipes + Service & Content Pipes





Media & Content is in the Network

New $$$$$ are in the Network, too!




www.mediafuturist.com How the world has changed!





The less control you seek the

more loyal customers / users /

viewers / listeners you will have




www.mediafuturist.com The new ‘Sell’





1) Getting Attention 2) Turning Attention into

Revenues



Social Networks: The new Radio +TV

Friendster Facebook Myspace Cyworld Mixi QQ... are

BROADCASTERS28Tuesday, April 1, 2008




Now, People will subscribe to People.

And to Mass Media, as well





The web has changed the dominance of anglo-centric media

Source MTV Asia



N E T W O R K E DF r o m ‘ T h e N e t w o r k ’ t o

Example: Music



The Music Industry had it upside down for a long time

The Key is

Content Engagement

not Content Protection





Instead of Control, Trust is the key to success in a

Broadband World





Transparency creates Trust Trust gives Influence Influences gives... Sales




www.mediafuturist.com And who do People trust?

A Person Like Themselves. A Peer.35Tuesday, April 1, 2008




A few examples on what used to be... and what will be





Was

Is / Will be





Search IS Media




Pursue a built-in, network-wide

license for content

Instead of worrying about what content is copied where...

The Danish Telco TDC just announced a music flat rate on Monday.





Was

Is / Will be





‘Me-Media’


www.mediafuturist.com Open is King

Mainstream Media is about Hit Content

User-Generated-Content is about Facilitation

and User Empowerment

T h e F u t u r e o f

M e d i a i s

p r o b a b l y

a b o u t BOTH .42Tuesday, April 1, 2008




Was

Is / Will be




www.mediafuturist.com Is / Will be: Niche Media

Was (and is): Mass Media





The Future: Hits in the Niches





Source: Omnicom Media Group Germany




www.mediafuturist.com The Future of Broadband Content *Inspired by Kevin Kelly

Mere ‘copies’ of most digital content will

Feel Like FreeContext will not

The Experience will not

Packaging will not

Curation & Recommendation will not47Tuesday, April 1, 2008




Kevin Kelly: “The key is to offer valuable

intangibles that cannot be reproduced at

zero cost, and will thus be paid for...”





Attention In Return for Content





The key to the Future of Advertising

Explicit Permission to use Attention Data &

Clickstream-Data in return for Content (Media

& Entertainment) and Services

The new deal?





Advertising 1.0: interruptive out-of-context Monologs

Images: Flickr kla 4067




Advertising 2.0: meaningful conversational content

Images: Flickr kla 4067



gerd leonhard futurist at jakarta broadband summit "open is king - the future of media

Technology

mediafuturist

april 1

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