friction is fiction: the future of business & media (next10)
DESCRIPTION
This is the public version of my presentation at Next10 in Berlin, May 11, 2010, on the topic of "Friction is Fiction - the future of media, business and communications" see www.frictionisfiction.com for more details and the Lulu bookstore with the book with the same title. http://gerd.fm/bon5Kb has more detailsTRANSCRIPT
Gerd LeonhardMediafuturist.com • Twitter: @gleonhard
Friction is Fiction
The Future of Media, Content & Business
Now
Foresight & Imagination is crucial
Back then...
In the un-connected, Pre-Internet world we made
lots of money using Friction,
Domination +
Control
Control was Money
Because Scarcity created Friction which enforced Attention and ensured Payment
like...?
Connectivity + Mobile + Social kills the idea of using Friction to
ensure or enforce Payment.
Youtube.com/user/ScholzundFriends
Note: Connectivity kills the idea of ‘Forcing’ - not the idea of ‘Paying’
Source: Flickr.com/herby_fr
Image via flickr.com/dunechaser
Source: ABC / Youtube
The weapons are coming out
Would you vote for anyone that proposes this?
Forcing to buy is like... forcing to
love
In this world...
Right now: Transition Trauma *hat tip to Alan Moore
As a Business Principle, Friction is dead
Too expensive to dominate
Too many moving parts
Too much transparency
Too many people talking
Too much disruption by new players
Now, it’s about Liquidity. Lubrication
Too expensive to dominate
Too many moving parts
Too much transparency
Too many people talking
Too much disruption by new players
Empowered and Engaged Users - lubricating the ecosystem
Not Friction but Liquidity
Trust is the new Control
Attention is the new Currency
We need to make it work with Ubiquity
The Future: few walled Gardens more Jungles.
We need to hurry up with next-generation Advertising
Source:Hugh Mc Leod
We must With-vertise not @vertise
We need to switch to natively-connected Business Models
...which means to unlock value to receive value...
We need to give up Control to gain Trust ...and to
possibly be ‘In Command’
Think ‘cars’ not faster horses
Think engagement not enforcement
Lubricate the
Digital Economy