The Future of ICT / TIME: Futurist Gerd Leonhard in Cologne (NSN)

The Future of ICT: Realizing new economic values in Content, Social

Media and Mobility

Transformation

The global economic fabric has changed

If the misison is

then this is a good question to ask:

are our assumptions still valid?

•Bundle•Filter•Aggregate•Curate•Contextualize•Personalize•Offer a ‘Home’

Broadband Culture: The basic Challenge - and the Opportunities

Source: IBM Institute for Business Value Study

Digital Content is a major growth factor in ICT

Huge potential once licensing is standardized

and 100% collective

Bundles and Flat Rates will boost this

Much larger potential (imho)

Digital Content, Ud&gC & Social Media will be the main drivers of growth in the Telecom space

In ICT / TIME, this transition means Getting involved with building a new Content Ecosystem Getting involved with creating Advertising 2.0 Moving up the Foodchain Embracing Social Media / Social Business & UGC

Starting in 2009:•Total convergence of Telecom & Web Layers•Deep collaboration becomes the KEY requirement for creating new business opps

•Over-the top layers (search, social media...) must come down, telecoms must move up!

This is where Content resides now...

This is also where new $$ reside now...

The Future is in the

Cloud and the

Crowd

http://www.flickr.com/photos/bip/

User Enablement becomes a prime objective

The Future of Content: Attention-based Income Explodes

0

2.5

5.0

7.5

10.0

Was Is Soon Near Future Mid-term Future

Copy Based Revenues Attention Based Revenues

Music: a good example of how not to do this...

Source: kk.org

New collective, blanket licenses for digital content - starting with Music - are inevitable

Copy Economy

Access / Usage / Sharing

Economy

Digital Content Trends

0%

25%

50%

75%

100%

2008 2009 2010 2012 2015

Percentage of Revenues from Digital Services

Music Video Games Books Mags & Print

The biggest opportunities will rely on deep collaboration across the Ecosystem

‘Social’

Search

Media & ContenT

Adver-tising

LocationSocia

l

Socia

l

Remember this one...?

Source: Sander Duivestein

Social Media

Social Business

Social Computing

Have you ever seen an ad that says

“Search with Google”?

The fuel:

http://flickr.com/photos/farquhar/

The Telecom sector needs to

get involved in making ‘free’

web content

monetizable

The switch from Closed to Open: Software

The switch from Closed to Open: News Media

The switch from Closed to Open: Elsewhere

Example: The Future of Television

Don’t prevent.Enable.Engage.Monetize.

The toll-booth challenge in digital content

21st century content economicsinfluenced by Kevin Kelly, Chris Anderson, Don Tapscott, Yochai Benkler...

T r u s tImmediacy

IndividualizationPackagingSelection / Filtering

ConvenienceConversation

Example of creating added value around Content

Turning the USERs into $$

The Redefinition of ‘Telecom’

Data Pipe

Content Pipe

Experience PlatformService Pipe

New Data Economy

New Content

Economy

Next Generation Advertising

0

2.5

5

7.5

10

Calls SMS Data Content Services Experiences

Focus on ControlOpportunities for Growth

Advertising Content

Communications

Content

Ads 2.0

UGCSocial

Platforms

Trust Transparency Conversation Collaboration

MOBILE Applications

Gerd Leonhard www.mediafuturist.com Twitter.com/gleonhard gerd@mediafuturist.com

Thanks for listening