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The road to Music 2 Gerd Leonhard Creative Capital London
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The Road toMusic 2.0
Presentation by Gerd Leonhard
www.mediafuturist.comtwitter.com/gleonhard
www.gerdtube.com
Total fragmentation is certain - very few models will work for everyone!
A new social contract....
Let’s face it:
We’ve had a great ride with physical media and Productized Content - but these days are the past.
The challenge: Creating New Models!
Was Is 2 years 5 years
Content Consumption (all)Revenue PotentialSuccess with Traditional Content Models
Telecoms
Content Owners
Device Makers & CE
Co’s
Search Engines & WebCo’s
Advertisers & Brands
Social Networks
Governments
A jointly defined, new model
New Data Economy
New Content
Economy
Next Generation ‘Advertising’
Our new reality: Use = Copy
=
=
We are living in an age of
Attention Challenge - Distribution is now just a default
Image via http://flickr.com/photos/parsectraveller/
In: Brand Magnetism
Decentralization. Pull. Merit. Trust.
Asia is teaching us something
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
A Trillion $ USD Marketing & Advertising Spend will support
a lot of ‘free’ content
Egosystem: My stuff. My ideas. My partners. My distribution. My
customers. My money.
ECOsystem: Our stuff. Our creations.Our distribution. Our users. Our
revenues. Our sharing. Our growth.
A global shift - everywhere
One of the very few places where this still works
A Culture of APIs: Build yours on mine
Marketing as we know is dead
Instead:
The Browser is the new iPodForrester Research: "Increased adoption of mobile data packages and of connected, dedicated portable media players like the iPod Touch are giving consumers on-the-
go access to previously PC-tethered streaming experiences... Ownership becomes less important if the songs you want are available on demand and on the go."
What IS the value of Content?
•Quickly changing ways of consumption•Steep premiums for anything physical!•Good electronic UI / UX finally
becomes feasible
•Free = nobody pays actual $ anywhere
•Feels Like Free = the payment is bundled,
or hidden, or absorbed somewhere else, or
build-in; but: no individual payment decision
is required everytime
•Freemium = all users get a strong value free
of charge, but a certain percentage select to
buy a premium offer beyond the free level
•3rd party pays: someone else pays for my
usage because they want access to me (and
my data)
Monetizing
Quality of Access and Experience, Filtering, Context, Community, Packaging,
Relevance, Timeliness, Authenticity.... The New Generatives *read kk.org
New Generatives: Packaging
New Generatives: Timeliness
New Generatives: Direct Relationships
New Generatives: Added values
New Generatives: Convenience
New Generatives: Filtering & Curation
‘New Money’ Examples
! email me at [email protected]! twitter.com/gleonhard! facebook: gleonhard! more presentations at
www.mediafuturist.com
Thanks for listening!