Download - Matt Mason - Keynote at nextMEDIA 2010
“INTELLECTUAL PROPERTY IS THE OIL OF THE 21st CENTURY”
- MARK GETTY
PHOTO BY AKFOTO
PHOTO BY FRANKOWSKI.COM
London Radio Market
London Radio Market
“Lax enforcement of the intellectual property laws was the
primary engine of the economic miracle. The United States
employed pirated know-how to industrialize”Doron S. Ben-Atar, Trade Secrets (Yale University Press, 2004)
“JANKES”
?
HOW PIRACY WORKS
Luxembourg
English Channel
Luxembourg
LOOK FOR GAPS OUTSIDE THE MARKET
CREATE A VEHICLE
HARNESS THE POWER OF YOUR AUDIENCE
THE THREE HABITS OF HIGHLY EFFECTIVE PIRATES
PIRACY IS A MARKET SIGNAL
MUSIC INDUSTRY
“IF YOU WANT TO STOP PIRACY, THE WAY TO STOP IT IS BY COMPETING WITH IT.”
- STEVE JOBS
MUSIC REVENUES BY MEDIA 1991 - 2012 SOURCE: WIRED
MUSIC INDUSTRY
HOW SHOULD YOU RESPOND?
FIGHTCOMPETE
?
HOW DO YOU COMPETE WITH PIRATES?
COPY THEM
Pharmaceutical Industry
Pharmaceutical Industry
Pharmaceutical Industry
HOW DO YOU COMPETE WITH PIRATES?
LET THEM COPY YOU
COPY THEM
REMIX
- ADDS VALUE TO ORIGINAL
LET THEM COPY YOU
- ADDS VALUE TO ORIGINAL
- CREATES NEW INNOVATIONS
LET THEM COPY YOU
- ADDS VALUE TO ORIGINAL
- CREATES NEW INNOVATIONS
- GENERATES DEMAND
LET THEM COPY YOU
HOW DO YOU COMPETE WITH PIRATES?
LET THEM COPY YOU
IF PIRATES ARE GIVING IT AWAY FOR FREE - SELL SOMETHING ELSE.
COPY THEM
CONVENIENCE
VS.
TRUST
VS.
EXPERIENCE
VS.
VS.
A VIRTUOUS CIRCLE
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DON’T LET LEGAL RUIN A GOOD REMIX WITHOUT TALKING TO MARKETING FIRST.
THE PIRATE’S DILEMMA