July 20, 2009

15 year-old summarizes media trends in Morgan Stanley report. Read. Think. Act.

Download the free report here.

http://twitter.com/gleonhard/status/2734961564

Twitter / Gerd Leonhard: Buzz-Making Morgan Stanley ... via kwout

Morgan Stanley Report on Teenagers and Media summary

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Jul 20, 2009 9:24:21 AM | 21st Century Content Ecology, Advertising Trends, Attention Economy, Broadband Culture, Consumer Insights, Good reads, Interesting, Marketing2.0, Print & Newspapers, Trends

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Music Industry: The Browser is the new iPod, and the Mobile Application is the new CD Access to music - i.e. a simple click-to-play, anywhere, anytime, anything - is replacing ownership. This trend will quickly accelerate due to the massive global build-up in cheap wireless broadband connectivity, leading us swiftly to the point where listening to a song will be exactly the same as downloading it (at least in practical terms, from the users' perspective). Some of us would argue that this is already the case, of course, but in terms of mass-scale user adoption I would say we are about 18 months away from the pivot point in the so-called developing countries. The music industry needs to urgently get ready for this: sell access not (just) copies. Bundle. Package. Develop those new generatives. "When copies are free you need to sell things that can't be copied" (Kevin Kelly, The Technium). Another important trend to embrace is the move to mobile devices that will pretty much replace the computer as primary access point to the Internet i.e. to all digital content. Mobile applications for smart-phones will take the place of sound-carriers; music will be sold as/in/via/with software. Read how Pandora is doing this, in the U.S. Related articles by Zemanta The Future of Content starts with Open Platforms! (mediafuturist.com) The Future of Media: Open, Mobile, Connected, Collaborative (presentation at MPJC 2009) (mediafuturist.com) Gerd Leonhard at Picnic 08: Music 2.0 and the New Music Economy (blip.tv) The Future of Mobile Content (presentation at CMMA 09 in Singapore) (mediafuturist.com) The Future of Content & Telecom: my presentation at the Emerging Communications Conference in San Francisco (mediafuturist.com) Interview & Podcast on Telcos/ISPs and Content 2.0 (prior to speaking at the Emerging Communications Conference next week) (mediafuturist.com)
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Broadband Culture: my favorite Web 2.0 memes and phrases In the past 5 years I came up with - or more to the point - collected, co-created, PFE'd and remixed quite a few memes and phrases that end up surfacing in my work all the time, and therefore must have some sort of value, I reckon. So, below, I am sharing some of my favorite memes - obviously they are all related and interconnected. Feel free to comment and fill-in the blanks. For my 2009/2010 think-tanks I will soon offer keynotes speeches, sessions and presentations based on these topics, as well - please check out my speaking topics list for more details. Most of these memes will be discussed in depth in my next book, "Broadband Culture" (ETA...? who knows - it's still very much work-in-progress, so stay tuned) Gerd's Favorite Memes (July 2009) The End of Control. This was the main riff in my 2007/2008 blog-book and basically describes the fact that no matter which business you are in, having total control is no longer the single most important factor that impacts financial or material success. Yes, more control equalled more money for a long time - but now, in the inter-connected digital economy, the concept sounds like wishful thinking. In fact, it seems much more likely that in the future, the more control we desire and push for the less successful we will be! If this inspires you, by all means, feel free to download all End of Control chapters here, or google for more stories on this juicy meme. Paying with Attention. This is my much-simplified way of expressing a key trend that I have been observing in many industries, worldwide. Yes, of course we have always kind-of paid with attention in order to receive free stuff i.e. mostly content (e.g. free-to-air TV, broadcast-radio). 'Buying Attention'...

Gerd Leonhard

Keynote Speaker, Think-Tank Leader, Futurist, Author & Strategist, Idea Curator, some say Iconoclast | Heretic, CEO TheFuturesAgency, Visiting Prof FDC Brazil, Green Futurist

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