the future of telecom and the end of control by futurist gerd leonhard
DESCRIPTION
Futurist Gerd Leonhard talks about the future of telecoms in world where control is becoming virtually impossible.TRANSCRIPT
Gerd Leonhard Media Futurist
Telecoms andTelecoms andTheThe End of End of ControlControl
By Gerd Leonhard
www.mediafuturist.comwww.endofcontrol.com
Gerd Leonhard Media Futurist
A few thoughts on the current crisisA few thoughts on the current crisis• This is indeed a major paradigm shift
• Now is a good time to have real, 2-way conversations with your customers, and to
maintain / build trust (consider blogs & twitter, video, wikis…)
• There is no new Cookbook or Recipe, yet - sorry!
• Whoever will empower the USERS the most, will win - especially now!
• Great time to exploit latent opportunities
• Biggest opportunity is to ‘Lubricate theDigital Economy’ *Simon Torrance, Telco2.0
Gerd Leonhard Media Futurist 3 key aspects:3 key aspects:
Increasing fragmentation everywhereIncreasing fragmentation everywhere
< Having< HavingConversationsConversationsbecomes morebecomes more
important than everimportant than everbeforebefore
< Collaboration is< Collaboration ismore important thanmore important than
ever beforeever before
Gerd Leonhard Media Futurist
Data PipeContent PipeService Pipe Connect People
Connect Content
Telco Futures:Provide Platform for Experiences
Gerd Leonhard Media Futurist
Get ready for some serious role changesGet ready for some serious role changes……
Gerd Leonhard Media Futurist DonDon’’t be t be ‘‘too little too latetoo little too late’’ ! !"The company reported 3rd quarter net income of $6.5 million, compared to$13.4 million for the same period last year. Advertising declined 16% in the
quarter after reporting an 11% fall for the first half of the year.Print advertising took the biggest hit with an 18.3% fall for the quarter, with
classified advertising down 28%. Online advertising was up10.2% …. but the online gains were not enough to offset the decline in
print.
Gerd Leonhard Media Futurist
Scenes from the pastScenes from the past
Gerd Leonhard Media Futurist
Do you like Control more thannew Revenues?
Was: More Control = More MoneyWill be: Less Control = More Growth
Gerd Leonhard Media Futurist
CallsSMS
Data
Gerd Leonhard Media Futurist
CallsSMS / MMS
DataContentServices
Experiences
Gerd Leonhard Media Futurist
Instead of Control:Instead of Control:
• User empowerment• User participation• User engagement• Transparency• Openness• Collaboration
Gerd Leonhard Media Futurist
Gerd Leonhard Media Futurist
Gerd Leonhard Media Futurist
Now, People will subscribe to People.And to Mass Media.
Gerd Leonhard Media Futurist
The Future: connecting The Future: connecting Users toUsers to UsersUsers is the is the keykey
Gerd Leonhard Media Futurist Connected Connected Users =Users = Control ShiftControl Shift
We can find out ...anything
We decide who gets to market to us
We find out we can actually do stuff, too *
We are starting to question traditional rules
Gerd Leonhard Media Futurist
Gerd Leonhard Media Futurist
We can (could) control Copies - but not ‘Feeding’
We can (could) control PUSH - but not PULL
We can (could) control Closed - but not Open
We can (could) control Data - but not Community
Gerd Leonhard Media Futurist
The Future Role of Telcos and Operators:Content, Service, Experience and Data Pipes
Gerd Leonhard Media Futurist
Social Networking and SocialMedia is the next SMS.
X 10But:
Gerd Leonhard Media Futurist
The rise of Professional AmateursThe rise of Professional AmateursNow, every user is also a….
Gerd Leonhard Media Futurist
Welcome to the Welcome to the PeoplePeopleFormerlyFormerly KnownKnown AsAs ……
AudienceConsumerListener
CustomerBuyer
Gerd Leonhard Media Futurist
HelloHello……
UsersCreators
Contr ibutorsPeers
Producers…
Gerd Leonhard Media Futurist
Authority ?Ownership ?
Control ?
Gerd Leonhard Media Futurist Control Shift ExamplesControl Shift Examples
Gerd Leonhard Media Futurist
Gerd Leonhard Media Futurist
We are rapidly moving from a Command-and-Control to Coordinate-and-Cultivate business culture
(* Thomas Malone, The Future of Work)
Feels Like Free Content (Flat Rates)
Serious Competition for Attention & Permission
Radical Customization and Personalization
Advertising becomes… Content
Gerd Leonhard Media Futurist
The resultThe result of this new of this new Broadband CultureBroadband Culture is the is theradicalradical disruption of:disruption of:
Production
CopyrightOwnershipCompetition
Authority
Control
Gerd Leonhard Media Futurist
Copy Economy
Access &Usage
Economy
Content Futures:Content Futures:
Attentionis the newCurrency
Gerd Leonhard Media Futurist
And whereAnd where’’s the new money?s the new money?
Gerd Leonhard Media Futurist
Some related future predictions:Some related future predictions:
Free Internet access becomes the default in many places
A lot of premium content will be bundled (and paid for by 3rd parties)
TV, Radio & the Web will converge completely
Every single user will be engaged in social networks
50% of the ~850 Billion global advertising budget will shift to digital /
interactive / next-generation ‘advertising’
Up to 50% of content will be generated by the Users, within 5 years
Open platforms will become the default within 2-3 years
Gerd Leonhard Media Futurist
Some important Issues to solveSome important Issues to solve
However: the economic potential of anOpen Network - of ‘Too Much
Freedom’ - will always be much largerthan that of a Closed, Controlled and
Authoritarian Network
Privacy becomes almost impossible to maintain
Data & Identity Theft become more common
Continuous Partial Attention is becoming more common
Culture changes as Digital Natives take over
Gerd Leonhard Media Futurist
Operator 2.0 KeywordsOperator 2.0 Keywords
Attention not ControlExperience Provider
Freemium‘Lifestyle Apps’ & APIs
UGC FacilitationContent flat rates & “Feels like Free”New roles & new collaborations
Gerd Leonhard Media Futurist
DataDataVoiceVoice
ContentContentExperiencesExperiences
ServicesServices
Telco 2.0Telco 2.0
Gerd Leonhard Media Futurist
Go easier on the Control key…
Now is the time to TakeShare, Transform & Lead
Gerd Leonhard Media Futurist
Your biggestOpportunity is here -
and Now.