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Gerd LeonhardFuturist, Author, CEO
TheFuturesAgency
The Future of Media:Social. Local. Mobile. Cloud
@gleonhard
The
futu
re is
already h
ere! The Futures Agency-
what we do...
The
futu
re is
already h
ere!
For clients such as...
The
futu
re is
already h
ere!Download via Cloudftp
The
futu
re is
already h
ere!
Exponential Disruption... Speed
The
futu
re is
already h
ere!
Disrupt...or Be Disrupted
The
futu
re is
already h
ere!
There is no recipe
- but there are some important
learnings, foresights and
hunches:)
The
futu
re is
already h
ere! “Change the instruments, and you will change
the entire social theory that goes with them” Bruno Latour 2009
The
futu
re is
already h
ere!
Social Media is Content. Not Marketing
The
futu
re is
already h
ere! My way or the highway...
Can we enforce payment online?
The
futu
re is
already h
ere! The problem is not the ‘pay’ -
it’s the wall!
Source:
�
The
futu
re is
already h
ere! Ease of use + Choice + Price +
Added Values + Brand = $£!
The
futu
re is
already h
ere!
Search « » SocialTelevision « » InternetComputer « » Mobile
Online « » Of"ineSocial Media « » Corp. CommsFragmentation « » Aggregation
User « » Producer
Convergence will pose serious Challenges- and offer massive Opportunities
Next 3-5 years: TeleMedia convergence
The
futu
re is
already h
ere!
Content
TelecomTechnology
Devices/ CE
The
futu
re is
already h
ere!
The
futu
re is
already h
ere! The future is already here:
Voice Control | Instant Translation | Gestures
The
futu
re is
already h
ere!
Augmented Humans?
The
futu
re is
already h
ere!
Beyond Moore’s Law
The
futu
re is
already h
ere!
The Internet just made another 3 huge leaps
Social Local Mobile
The
futu
re is
already h
ere!
The
futu
re is
already h
ere! Nirvana - and quite possibly a
kind of Madness, as well
The
futu
re is
already h
ere! 2017: 5 Billion people, 75% mobile Internet,
50+ major platforms, a !250 Billion ad market
The
futu
re is
already h
ere!
By 2017, between 50% to 75% + of all media consumption will be via mobile devices *
The
futu
re is
already h
ere! Mobile. Social. Cloud. FLF:)
*Feels Like Free
The
futu
re is
already h
ere! Curated Mobile Immersion
The
futu
re is
already h
ere! From ‘Stuff’ to Services
From hard goods to soft goods
Media.them ! Media.Us
The
futu
re is
already h
ere!The Social OS. Be networked or be... gone.
The
futu
re is
already h
ere! The Social OS: we have new powers.
Now we need to learn new responsibilities
The new cult of Publicy...:)
The
futu
re is
already h
ere!
Aren’t humans a lot more
complex and non-linear than Algorithms?
Well, it is kind of a game:)
The
futu
re is
already h
ere!
It comes down to control and responsibility
The
futu
re is
already h
ere!
data oil
Many new, #rst-time-ever issues
The
futu
re is
already h
ere! Every screen is becoming some
kind of ‘connected TV or Radio’
The
futu
re is
already h
ere! Second Screens: Many ‘New Generatives’
Fragmentation is becoming a massive challenge
The
futu
re is
already h
ere! Touch. Play. Connect. Share.
Access not ownership *
The
futu
re is
already h
ere! Access *not ownership
The
futu
re is
already h
ere! Music is #rst *
The
futu
re is
already h
ere!
Total Unbundling of Media
The
futu
re is
already h
ere! The end of Distribution as the key
success factor, metric - and gate-keeper
The
futu
re is
already h
ere! Challenge #1 for the consumer, access to content
will be much cheaper than copies i.e. ownership
Source: Huf#ngton Post
The
futu
re is
already h
ere!
Selling digital ‘Content’:70-90% ‘value’ reduction if compared to traditional, of"ine metrics
The
futu
re is
already h
ere! Piracy
CEO of MacMillan UK, April 2011, via PaidContent.org
Piracy
Control consumption?
Make content unavailable?
Enforce payment?
Restrict sharing?
Create arti#cial scarcity?
Sue fans into submission?
The
futu
re is
already h
ere!
The
futu
re is
already h
ere! So very true:
It all depends...!
The
futu
re is
already h
ere! LinkedIn
SkypeGoogleAmazonDropboxEvernote
Flickr...
The
futu
re is
already h
ere!
Up-Selling Premium-Services
New GenerativesAdded Values
The
futu
re is
already h
ere! Build income streams around Content.
Invent added values, pursue collaborative business models
The
futu
re is
already h
ere! Content � Context
The
futu
re is
already h
ere! Content � Commerce
The
futu
re is
already h
ere! Content � Ads
The
futu
re is
already h
ere!
News Paper
News Paper
�
The
futu
re is
already h
ere!
* Thanks to Kevin Kelly kk.org
Packaging and Interfaces Curation, Filtering and Selection
Social Context & Relevance Intelligent Aggregation
Assisted Serendipity Timeliness and Personal Relevance
Quality and Trust Guarantee Customization and Personalization
Localization / Contextualization Cloud-to-Device Management
Advertising as Content (Branded Content) Gami#cation
... and many more
The New Generatives *Kevin Kelly
The
futu
re is
already h
ere! Some New Generatives
The
futu
re is
already h
ere! There are many other ways to get paid
(apart from cash)
The
futu
re is
already h
ere! We are already..
Paying with our Data
The
futu
re is
already h
ere! A Faustian deal?
The
futu
re is
already h
ere! Having the cake and eat it?
The
futu
re is
already h
ere!
Big Data will fund new ‘Big Content’
Image via WEF
The
futu
re is
already h
ere!
Digital Content � Digital Advertising
The
futu
re is
already h
ere! Going Direct is becoming very real
The
futu
re is
already h
ere! But Apps will need to open-up, as well
The
futu
re is
already h
ere! Is this the Net we really want?
The
futu
re is
already h
ere!
Key points to remember
It’s a MOBILE world nowSoLoMo + Cloud
Disrupt or be disruptedAccess not (just) ownership
Content piracy is unmet demandValue is derived around the content
Pursue new generativesData is the new Oil
Feels Like Free / Freemium is crucial
Key points to remember
The
futu
re is
already h
ere!
The
futu
re is
already h
ere!
C R E A T I V E
D E S I G N :
ThankYou!