TeleMedia Futures (eComm Amsterdam 2009)

Telemedia Futures

by Gerd Leonhard ‣ Futurist‣ Strategist‣ Author & Blogger

www.mediafuturist.comtwitter.com/gleonhard

Media was a simple game... until now

The pastEGOsystem

The FutureECOsystem

EgoSystem to EcoSystem

Future success in Telecom will not be possible without real & deep engagement in Media &

Content (and therefore, Advertising, too)

Mobile + Social + Video: Major Game Changers in Telecom & Media

Social Media beats eMail !

Video beats Search...?

Source: STLPartners / Telco20.net

Source: STLPartners / Telco20.net

DownstreamUpstream

Key vortex-speed drivers

New

Ecosystem

Expensive Cheaper Flat-Rated Flat-Rated

0

25

50

75

100

Was Will be

Price Users

Content: pricing logic will flip

Thanks to Flickr.com/alextorrenegra

Content is only ~20% of the Cost

The future: Bundle + + + ++High-Def

Live StreamsVirtual Goods

Social Commerce

...

Content: where is the value?

100%

Content / Copy

Content: where is the value?

10%

15%

5%10%

20%

20%

20%

ContentContextCurationTimelinessEmbodimentRelevanceOthers

What matters is no longer that we can actually connect and ‘download‘ all of it but who we connect with and

what we actually get i.e.

Content, Context, Curation,

Community.

Lubricate the system and make

content liquid

The quickest path towards economic suicide

But: the content pricing & licensing issues cannot be solved without the solid

engagement of Telecoms, ISPs and Operators (as well as the Advertisers)

Public, open and standardized Content Licenses

Source: Techcrunch UK

Advertising (2.0)

Social Networks

Telecom

Rights holders and content owners have the choice between

Control and declining Revenues or

‘Open’ and new Revenues

Please: forget most of what you know about Advertising

Source: PaidContent.org

Friction is Fiction

TeleMedia Futures

TelecomAdvertising

Content & Media

Social Networks

The Opportunity: Lubricate!

Telcos can no longer ignore the need to solve the content problem online

Free gets you to a place where you can get paid.Quote by Fred Wilson, Union Square Ventures www.avc.com

• Social Networks are Broadcasters (yes... like Radio & TV)

• These Broadcasts will be mostly mobile• Social Networks are where next Generation

Advertising will go first• Content owners have no choice but to

accommodate these audiences in terms of pricing and usage models

Data is the new Oil...Shared bookmarks, playlists, social markers

Click-trails and digital bread-crumbsOpt-in information such as location

Ratings, comments, tags and other feedback

It’s not (just) about transporting the bits - it’s about transporting The Meaning.

Media as a Service (MaaS)

Summary

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Thanks for your time