My presentation at Mobile Monday Munich http://www.mobile-monday.de/events/national-summit-kudos-award

1. Media 2.0: Mobile,
Social, Open...Free?
Gerd Leonhard
Presentation at Mobile Monday Munich
www.mediafuturist.com
twitter.com/gleonhard

2. It’s not either... or!
versus

3. There is no one-fits-all recipe
Not all ‘Content’ is the same
Not all Media is the same
Not all Users are the same
Not all Cultures are the same

4. Murdoch’s imaginary Pay-Walls
@Umairh: “Blocking Google is about as
smart as eating a pound of plutonium”
Source: ABC (Aus)

5. Artificial Scarcity is a one-way
ticket to extinction
You
cannot
put content behind walls
and generate new $$

6. Personal, digital consumer ‘Piracy’
is simply just Market Failure
Source: CEA.org

7. Free gets you to
a place where
you can ask to
get paid*
Quote by Fred Wilson, Union Square Ventures www.avc.com
*or receive other benefits

8. The product: ease, speed, price, convenience
• Good quality images
• Finding the right photo is quick
and easy
• The rights (licenses) are
cleared
• The price is right (well...
mostly)
• I don’t pay just for the content -
I pay for ease of use, peace of
mind, the interface, service &
curation...!

9. Content
is first a Service & an
Experience - and only
then (maybe) a Product.

10. Content 2.0: New Packaging

13. New ways to ‘sell’

14. The virtual goods economy is very real

15. Hybrid Models in many variations

16. Not consumption... Access, Packaging... Service!

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

18. Digital Music: still utterly dysfunctional...
www.dontdisconnect.us

20. Copies don’t equal $$ anymore
Source: kk.org

22. Source: Slideshare

23. What are those new behaviors...?
• Access comes before ownership
• All-you-can-eat / unlimited / flat fees &
bundles are much preferred
• ‘Feels Like Free’ will be part of everything
• Paying with attention (aka advertising) is OK!
Trust the People formerly
known as Consumers

24. And yes... some breakage will occur, too

25. Music: time to accept and adapt!

26. Every large audience can be monetized

27. A wave that Content Owners must learn to ride
Attention - Based Revenues
Was Is Soon Near Future Mid-term F

28. Apps not Ads:
Appvertising not @vertising

29. The rising tide will float everyone’s boat

30. Co nv en ien ce is King
is
ce
an
is
lev
Re
XT
Content is
TE
on
C

31. The New
Premium
The new
Normal

32. We must focus on the New Generatives
Content
Context
Curation 5%
Timeliness 20%
Embodiment / Packaging
15%
Relevance
Others
15%
15%
10% 20%
100%
Content / Copy

33. Filtering & Curation is a huge opportunity

34. TeleMedia is imminent

35. Content<>Cloud<>$

36. ISPs and Mobile Operators will move up the food-chain:
Social Networking
Content Services
Communication 2.0
Money 2.0
eLearning

37. 2010: watch the sea change

38. Content 2.0: the inevitable Shift to Open
Open licenses
Open innovation
Open distribution
Open competition
Open partnerships
Open technologies
Open data standards

39. Ecosystem not Egosystem
Internet Telecom
Content
Social
Networks
Advertising
CE Makers

40. Summary
5%
15% 20%
15% 15%
10% 20%
Content Context
Curation Timeliness
Embodiment / Packaging Relevance
Others

41. Thanks for your attention!
email me at gerd@mediafuturist.com
twitter.com/gleonhard
facebook: gleonhard

42. PS: My free Music 2.0
Book is now mobilized !
www.musicfutures.com