matt mason - keynote at nextmedia 2010
DESCRIPTION
Author of 'The Pirates Dilemma' discusses the inevitability of pirates in a digital age.TRANSCRIPT
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“INTELLECTUAL PROPERTY IS THE OIL OF THE 21st CENTURY”
- MARK GETTY
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PHOTO BY AKFOTO
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PHOTO BY FRANKOWSKI.COM
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London Radio Market
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London Radio Market
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“Lax enforcement of the intellectual property laws was the
primary engine of the economic miracle. The United States
employed pirated know-how to industrialize”Doron S. Ben-Atar, Trade Secrets (Yale University Press, 2004)
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“JANKES”
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?
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HOW PIRACY WORKS
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Luxembourg
English Channel
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Luxembourg
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LOOK FOR GAPS OUTSIDE THE MARKET
CREATE A VEHICLE
HARNESS THE POWER OF YOUR AUDIENCE
THE THREE HABITS OF HIGHLY EFFECTIVE PIRATES
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PIRACY IS A MARKET SIGNAL
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MUSIC INDUSTRY
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“IF YOU WANT TO STOP PIRACY, THE WAY TO STOP IT IS BY COMPETING WITH IT.”
- STEVE JOBS
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MUSIC REVENUES BY MEDIA 1991 - 2012 SOURCE: WIRED
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MUSIC INDUSTRY
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HOW SHOULD YOU RESPOND?
FIGHTCOMPETE
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?
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HOW DO YOU COMPETE WITH PIRATES?
COPY THEM
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Pharmaceutical Industry
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Pharmaceutical Industry
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Pharmaceutical Industry
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HOW DO YOU COMPETE WITH PIRATES?
LET THEM COPY YOU
COPY THEM
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REMIX
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- ADDS VALUE TO ORIGINAL
LET THEM COPY YOU
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- ADDS VALUE TO ORIGINAL
- CREATES NEW INNOVATIONS
LET THEM COPY YOU
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- ADDS VALUE TO ORIGINAL
- CREATES NEW INNOVATIONS
- GENERATES DEMAND
LET THEM COPY YOU
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HOW DO YOU COMPETE WITH PIRATES?
LET THEM COPY YOU
IF PIRATES ARE GIVING IT AWAY FOR FREE - SELL SOMETHING ELSE.
COPY THEM
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CONVENIENCE
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VS.
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TRUST
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VS.
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EXPERIENCE
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VS.
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VS.
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A VIRTUOUS CIRCLE
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::
:: :
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:
:
:
:
: ::
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TV SHOW
MERCHINTEGRATED
ADS
LICENSINGNBC.COM
HULU / iTUNES
PUBLISHING
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DON’T LET LEGAL RUIN A GOOD REMIX WITHOUT TALKING TO MARKETING FIRST.
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THE PIRATE’S DILEMMA