The internet is radically disrupting most of the traditional content distribution and selling models, starting with music and games, followed by TV, film, books and print publishing. Once everyone is always-on, mobile and hyper-connected, and everything is available everywhere, how will content be created, distributed, marketed, consumed, and paid for? Who will do what, for whom, and how will the traditional players such as broadcasters, record labels, publishers and distributors adapt? If new players, starting with telecoms, device makers, advertisers and brands, indeed move into the content business, what will be their challenges and opportunities? Picture 22 Given the challenging financial climate, how do we reconcile the need to reward enterprise and secure sustainable revenue streams, with the expectations and demands of the “freeconomics” generation? What kind of legal, regulatory and cultural framework do we need to ensure that this new eco-system of creators, consumers and intermediaries generates more benefits for all involved? More http://www.mediafuturist.com/2009/04/the-future-of-content-creativity-my-presentation-at-the-rsa-in-london-april-8.html

1. New Media Futures:
What’s next for Content and Creativity
Presentation at the RSA London
April 8, 2009
★ twitter.com/gleonhard
★ www.mediafuturist.com
★ www.music20thebook.com
★ www.gerdtube.com & .net

2. What I do:
‣ Futurist Clients such as Google, Nokia,
DDB, Sony BMG, Orange / France
‣ Strategist Telecom, BBC, ITV, RTL, The
‣ Author & Blogger
European Commission, TribalDDB,
Omnicom, Siemens, Kuoni,
Jamendo, COTT...
www.mediafuturist.com
twitter.com/gleonhard

3. (just)

4. The Age of Collaboration:
Egosystem
becomes
Ecosystem

6. Digital Content Trends
Music Video Games Books Mags & Print
Percentage of Revenues from Digital Services
100%
75%
50%
25%
0%
2008 2009 2010 2012 2015

7. Source: The Standard

8. TOTAL Mobility Everywhere
CONSTANT Peering and Connecting
DEEP Oceans of Content & Information

9. BRIC:
• Straight to Digital Content
• Straight to Bundled Access
• Straight to Mobile
• Straight to next-gen Advertising

10. But: is ‘Content’ ready for this Future...?
Source: 43 Folders.com

11. The Future of Content: Copy $ down, Attention $$ up
Copy Based Revenues Attention Based Revenues
10.0
7.5
5.0
2.5
0
Was Is Soon Near Future Mid-term Future

12. $3 per app to do what
people would do for free,
anyway: listen to their music
A great alternative to
getting Radio-Play (i.e.
NetPlay)
A great way to sell
concert tickets and offer other
location-based services
A direct line of
communication - from band
to fan - is worth Gold

13. This is where Content resides now...

14. The Future of Content is in
Cloud and the
the
Crowd

15. • Collaborative Revenue Models
•The joint development
of New Generatives
based on Open Access

16. • Collaborative Revenue Models
•The joint development
of New Generatives
based on Open Access

17. Listening, Reading or Watching
=
Keeping, Copying
& Sharing

18. ‘Free’
‘Free’

19. ’
e
re
‘F

20. We need to license Content on the Internet like we
license Radio - starting with Music
• Online access = music access
• Music access = payment included
• Create a new ecosystem on-top!

21. The Printing Press
brought us
Copyright
The Internet brings
Usage-
us
Rights

23. Google & Free Music in China
• Free / Feels Like Free Music for China!
• Unlimited, unprotected downloads
• Paid with Attention, $-ized via Ads
• In China, little ‘cannibalization’ concerns
• Google is willing to ‘lubricate’
• Industry willing because: China is ‘lost’ for
traditional Copyright

24. My Translation: where we can still try to
control distribution we will not allow this -
and where it’s a lost cause we will
agree to new models?

25. Next
Generation
‘Advertising’
New
Content
New Data
Economy
Economy

27. PRS: “Google had revenues of $5.7B in the last Q 08”
Source: PaidContent.org
Youtube’s hosting costs were estimated at $ 360 Million in 2008
Youtube will stream 100 Billion videos in 2009
0.01 Euro per stream would mean 1 Billion Euros / year in
music licensing fees *if all videos had music *for the composers only!

29. The Past:Controlling Content
Distribution = $$$$

30. The Future: Making Content
Available = $$$

31. In this world, Permission, Attention
and Trust leads to Remuneration

32. Or... this?
How about this?
Do you believe this?

33. So should we control what People do online
in order to protect a traditional business model?

34. So should we control what People do online
in order to protect a traditional business model?

35. ‘New Money’ Examples

36. ‘New Money’ Examples

37. Quality of Access and Experience, Filtering,
Context, Community, Packaging,
Relevance, Timeliness, Authenticity....
The New Generatives *read kk.org

38. Creating added value around Content

39. To get to the ‘new money’
we urgently need to legalize
what is already a default
cultural paradigm:
Accessing, copying
and sharing Content

40. The Future of Content is...Open

41. With a new Internet
license for Music we
don’t just sell
something - we also
buy something!

42. Advertising...?

45. Welcome to the Culture of Collaboration
• Collaborative value creation: new $$$ together
•Make Money around the content
•Compensation not Control

48. ‘Free’ gets my Attention...
Merit and Trust gets my Money.

49. Permission

50. Thanks for listening!
Please talk back
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
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