July 11, 2009

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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)

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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