Gerd Leonhard

Futurist & Author
CEO of
TheFuturesAgency
Rebooting Media
“It wasn’t raining when Noah built the ark” (Howard Ruff)
Social - Local - Mobile OS
Substantial differences - but a nice couple:)
A tidal wave of game-changing TV/ Video technologies
(Em)brace: new Interfaces
Dr. Michio Kaku via Youtube
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From Text Culture to
Screen Culture
This is not (just) about technology but about behavior changes
“The Old is Dying and the New Cannot be Born;
In this Interregnum a Great Variety of Morbid
Symptoms Appear” 
Antonio Gramsci
We are becoming People of the Screen and the Cloud
Some consequences: Screen | Cloud | SoLoMo Trends
Touch.
Feel. Immerse. Share.
Contribute. Connect.
Involve. Engage.
Creators
Users
(Audience fka Consumers)
What matters:
A new Media Ecosystem
SoLoMo
Social-Local-Mobil SoLoMo
Cloud-Centric and OTT
Distributed
Collaborative
Non-linear
Decentralized
Peer-to/from-Peer
Multi-screen & device
Broadcast and Broadband
Transmedia as the default
http://www.thedailybeast.com/newsweek/2012/07/08/is-the-internet-making-us-crazy-what-the-new-research-says.html
Some really cool tech may also need questioning:
is this still human-centric?
Access not Ownership
Disembodiment
everywhere
New Generatives
being invented:)
Tablets: Content. Social. Commerce.
Devices and broadband and social: new collaborations!
On the TV, our ‘job’ was to consume
On mobile devices and tablets our ‘job’ is to engage
Not negotiable
Scarcity is the past - like it or not.
Curation, Context, Relevance is ...King :)
For tomorrow’s SoLoMo tablet users,
traditional broadcasters may become just one of many Apps
Television⇠➲ Internet ⇠➲ Mobile
Build new values around the content
Build new values around the content
Mobile ie SoLoMo spells the End of Attention Monopolies for TV, Radio, Print
- and the End of Disruption for marketers and advertisers
‘The People formerly known as Consumers’
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About Risks ... and Speed
Realtime everything
Public Media :)
P,c v,a P),o;r.ooµ/on¡.oton
Independence Interdependence
Image via Tumblr.com/unknown
Egosystem (Distribution) Ecosystem (Attention)
Source: WSJ.com
Source: Neil Perkin / TFA
Producers will have many new ways to reach their audiences
Centralized Media ⇠➲ Open Content Ecosystems
Note: Hyper-Collaboration
is a crucial requirement for the creation of all new ecosystems
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Digital Content ‘Piracy’
Source: Neil Perkin / TFA
Toxic assumption: controlling distribution is key to £
The problem is not the pay - it’s the wall!
Source: ClickZ Stats
People pay for value, brand, trust - RTP is crucial
Cable TV without Cable, Shows without Studios
Not to worry:
real experiences
will prevail :)
And we’ll want both , actually:)
Thanks for your time!
D E S I G N :
C R E A T I V E
#askgerd
www.thefuturesagency.com
www.gerdtube.com
www.mediafuturist.com

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