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Gerd LeonhardFuturist, Author, CEO

TheFuturesAgencyBasel, Switzerland

The Future of Creativity and the creative industries

Foresights:)

The Re-Imagination of pretty much everything...

The

futu

re is

already h

ere! The complete and total convergence of

Internet and Television

Leaping into uncertainty becomes standard procedure

Next 3 years: SoLoMo Re-Imagination of...everything:)

Source: Mary Meeker State of the Internet Report 2012 / KPCB

A global trend towards screens and flows

Seriously challenged

Healthy and converging with Internet / Mobile

Will need help soon :)

Explosive growth

The good part and the scary part: empowerment

Disruption ☯ OpportunityWe are entering an era of explosive growth of information and media/content, facing a global data storm, the rise of ultra-smart intelligent agents, of all-pervasive mobile and social connectivity, of widespread ‘wikilikean’ transparency, of ground-breaking revolutions in interface technologies (gestures, voice-control, nano-technologies etc), of hyper-realtime speed, and of abundant choice in pretty much every sector of commerce, business and learning.

Creative Industrie Mindset, pre-SoLoMo

Toxic assumption: controlling distribution is the key to €$£

Egosystem ☯ Ecosystem

The

futu

re is

already h

ere!

Source: http://technopolis.polityka.pl/2011/bunt-bez-pulsu

Message to the content industries: “If you take more out than you put in the ecosystem eventually fails” Tim O’Reilly

Creative Industries Reboot

Media: “Managed Dissatisfaction” is endingReed Hastings, Netflix CEO on Arrested Development, House of Cards, and the Future of Netflix: Movies + TV: GQ via Quartz.com

“Hastings call this managed dissatisfaction. The traditional entertainment ecosystem is built on it, and it’s a totally artificial concept...The point of managed dissatisfaction is waiting. You’re supposed to wait for your show that comes on Wednesday at 8 p.m., wait for the new season, see all the ads everywhere for the new season, talk to your friends at the office about how excited you are...”

The end of Broadcasting as a ‘protected space’

The end of friction as a business model

“Nobody wants to pay for Content online”

Everybody will pay for Content online - but RTP is key, and currencies vary!

Redefinition of Value: Reason to Pay is crucial

The

futu

re is

already h

ere!

Freemium Futures

ContentMedia

Creation

Monetization around the core

The

futu

re is

already h

ere!

Pay-will not Pay-wall:)

The

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re is

already h

ere!

“Thanks for your interest. Now, go away”

The distribution strategies of the Major TV & Film Studios

will soon evolve dramatically to fit Digital Consumer Demands

in Emerging Economies

Netflix House of Cards Trailer

Redefining the meaning of Selling - in the future, what will it mean to ‘sell content’?

‘Networked’ will beat (most) Empires

Locked LiquidLoose

Abundance is inevitable- therefore Curation, Context & Interface becomes crucial

Distribution & Access

Attention &Experience

Content Industries 2.0

From locks to magnets

Cloud- Futures...

Context. Packaging. Timeliness. Interface. Relevance. Embodiment...

Broadcasting meets Broadbanding

Broadcasters meet Broadbanders- huge opportunities for innovation!

2015: Broadcast and Broadband Merge

Because a strictly on-demand, serendipity-free future won’t work, either

Repeat: it’s all about Mobile

Everything is going RealTime RealPlace

With Television, our job was to consume ...on Mobile Devices our ‘job’ is to engage:)

A nirvana for creators and the creative industry *

Mobile content: the next printing press

UsAudience

C o n t e n t

The challenge is Attention not Distribution

Being different, unique and indispensable...

How are your Likeonomics skills

Image via Carola Riegler on Flickr

Reputation Economy & Radical Openness

‘Rateocracy’

The

futu

re is

already h

ere!The Longtail is finally becoming real

Media, communications and advertising: increasing fragmentation, unbundling, splintering

* Image via Robert Tercek

➲

“Creativity is the residue of time wasted” *Albert Einstein

Image via Flickr/burningMan

Turning something into an Experience is crucial for value-creation

Life of Pi Premiere in Paris Dez 2012

Video

3D Printing and ‘Makers’ (Fabbers) will become as common as MP3 players (used to be)

First media, now... stuffCreativity, Design and Emotions are the real assets

Physical Product “Piracy”...?

As creators, we will need more

Resilience

Advertising is becoming content (again)

Another big opportunity for creative professionals

Growth is shifting East and South - and you?

Source: Tiffany Shlain Connected the Movie Trailer via Youtube

Social Local Mobile Cloud Video

Creative Professionals

Social Networks are the new Broadcasters *really

Content Producers are increasingly ‘going direct’

Brands are increasingly becoming publishers

TV & Telecom SoLoMo Convergence

‘Social’ opens up entirely new ways to go direct

Going Direct / OTT becomes feasible

Over the top services for 5 Billion connected users

Unique Opportunities in digital entertainment

SoLoMo technologies and digital lifestyle changes: entire industries will need to build new

Ecosystems

More data requires even more creativity

Audience Involvement is the key to everything

The

futu

re is

already h

ere!

Cloud-Everything

Sense-Making | Curation | Filtering

Touch has come alive through our phones*Cognitive Computing

Mobile devices are becoming our external brains

ETA?

Source: Flickr.com/artwerk

How will this effect creators?

Machines are not quite there yet

Fabricated Realities

But beware the ‘hedonic treadmill’ :)

Remember: Regular Digital Detox & Detech

The

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re is

already h

ere!

Content &Creative

Industries

Content & Creative Business

“If you don’t measure the right thing, you don’t do the right thing”

Economist Joseph Stiglitz

SUMMARY HERE

The

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The role of Public Media

Creative Industries 1.0

Centralized DistributedScheduled / their time Real-Time / my-time

Produced ‘within’ Produced anywhereOwned Closed Walled Controlled Shared, open, liquid, viral

Hyper-competition Hyper-collaborationPyramids / Hierarchies Nodes / Networks

Large investments needed Lower investments feasibleOne-way / One to many 2-way / Many to Many

Monolithic Networked Proprietary Interoperable

Paid / Walled Free / Freemium / FLF / Paid

Creative Industries X.0

The

futu

re is

already h

ere!

The

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re is

already h

ere!

D E S I G N :

Thanks for your time!

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