MediaFuturist

Announcing my new Kindle book "The Future of Content"

Today is a very big day for me. My new Kindle book "The Future of Content" just went online at Amazon, and is already gaining a lot of traction. You can view a very short video greeting about the book on my GerdTube channel (Youtube:) 

Of course I would be very happy if you would consider buying the book for yourself (only $3.90, Kindle-only) but beyond that it would be really great if you could help me spread the word via rating and / or 'liking' the book on the Amazon.com page, tweeting about it or just forwarding this mail to some friends that may be interested.

As you probably know, I have published my last 3 books as free pdfs (which are quite popular) but really wanted to try something new with this book; after all reading on the Kindle is a much better experience than reading a PDF, and thus is, to quote Kevin Kelly, one of those "New Generatives" :)

"The future of content" will also be available in dead-tree-versions aka print, via my Lulu store, soon - please stay tuned.    Happy reading!

Gerd Leonhard
(Media Futurist and CEO of The Futures Agency),
Basel /  Switzerland
http://twitter.com/#!/gleonhard
My public Amazon / Kindle profile
(sharing all my book highlights there)

 

Update October 25 2011: this nice review may be helpful:

Increases brain power for content creators, October 25, 2011

By 

Suzanna Stinnett

This review is from: The Future of Content (Kindle Edition)

"I challenge you to expand your brain and read this book. What Gerd Leonhard is always doing is informing the global brain (or the collective brain) in ways that help us all get where we're trying to go. He builds the buildings in front of us.

This collection points toward several compelling answers for content creators. As a writer who is already swimming in the changing currents of "content," I found it intensely informative.  Leonhard shores up my courage to continue embracing a digital world without DRM, and ebook prices "for the masses." He makes the all-important concept of curation crystal clear. If you are providing any kind of content in print or on the web, it's relevant. If you want to stay on the front edge of content creation and publishing, it's basic. I'm making this book mandatory reading for my epublishing circles"

Amazon Kindle German Store
Amazon Kindle French Store
Amazon Kindle UK Store

ABOUT "THE FUTURE OF CONTENT"
Futurist Gerd Leonhard has been writing about the future of content i.e. music, film, TV, books, newspapers, games etc, since 1998. He has published 4 books on this topic, 2 of them on music (The Future of Music, with David Kusek, and Music 2.0). For the past 10 years Leonhard has been deeply involved with many clients in various sectors of the content industry, in something like 17 countries, and it’s been a great experience, he says. “I have learned a lot, I have listened a lot, I have talked even more (most likely:) and I think I have grown to really understand the issues that face the content industries - and the creators, themselves - in the switch from physical to digital media.”

This Kindle book is a highly curated collection of the most important essays and blog posts Leonhard has written on this topic, and even though some of it was written as far back as 2007 - “I believe it still holds water years later. I have tried to only include the pieces that have real teeth. Please note that the original date of each piece is shown here in order to allow for contextual orientation.” Leonhard’s intent to publish this via the amazing Amazon Kindle platform, exclusively, and at a very low price, is to make these ideas and concepts as widely available as possible while still trying to be an example of what digital, paperless distribution can look like, going forward.

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Complete video and audio from my appearance on Roda Viva / TV Cultura (Brazil), April 2010

This is the complete, 75-minute video of my appearance on Brazil's most popular talk show on Public TV, called Roda Viva (on the TV Cultura channel). I was delighted to be invited to the show, and really enjoyed being 'grilled' by the super-smart journalists and Brazilian media experts in the studio. We could have talked forever! The show was originally broadcast on April 26 (on Brazilian TV as well as online, see the Twitter buzz here) but unfortunately the webcast did not work very well so this is the first time I have seen the video, myself, and thanks to Roda Viva / TV Cultura I am delighted to be able to share this recording with you, as well.

More information about the show is here. Duda Groisman made some great photos during the recording of this show, embedded below. Related activities on this trip include: my presentation for NBS Brazil "The Future of Communications and Business", and my presentation at Fundacao  Dom Cabral (one of Brazil's best business schools) on "The Open Network Economy". Please note: the video is half Portuguese (the questions) and half English (my replies)

Here is a 9-minute version via Youtube (their 10-minute limit really bugs me!) Audio:

Gerd Leonhard Roda Viva TVCultura Brazil

Gerd Leonhard Roda Viva No Intro

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A must watch: full-length video of my talk on the Future of Communications and Social Media at NBS Brazil

Here is a real must-watch: a 90 minutes tour-de-force on pretty much anything you'd ever want to know on the Future of Communications, Marketing, Advertising, and (Social) Media. This presentation (and the event that was put on by the NBS agency who have also graciously provided this video recording) got a lot of attention in Sao Paulo and in the Brazilian media, so give it a whirl.

Future of Communication and Social Media: Gerd Leonhard at NBS Sao Paulo

View more presentations from Gerd Leonhard.

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Mobile first, from now on: the Media Futurist iPhone app is now ready for 1000 free users

As Google's Eric Schmidt said at the Mobile World Congress a few days ago: from now on, it's MOBILE FIRST. Right he is! He probably didn't know this (or disguised it cleverly) but incidentally my iPhone app, powered by the very swift and happening MobileRoadie people in LA, was approved 2 days ago and is now live in the app store.

The app will provide you with a much simplified and quicker way to access pretty much everything that I publish (now that's a scary thought), including my videos, my podcasts, my blog, my tweets, my lifestream, my images and illustrations, and of course my slideshows - pretty much everything but my bank account;). 

Talking about 'bank': I will be creating a lot of app-exclusive content in the next few weeks, and will really build up my mobile presence in order to be ready for the iPad and other tablet devices which I intend to use for 'futuristic' publishing purposes, i.e. for monetizing my work in new ways. Therefore - and in keeping with the Freemium theme - the first 1000 users will get this app for free, afterward my costs will go up a bit and the app will cost a whopping $1.99.

So hurry and get your free version now, while you still can (several hundred have already been downloaded in the past 24 hours). I would also be delighted if you could share this news with anyone that may be interested; it looks like lots of students and university folks are already downloading it and that sounds like a good fit, too. Please re-tweet and spread the word.

I will, of course, offer an Android app as soon as MobileRoadie comes up with the goodies, and the same goes for iPad-ready formats (I have some very special plans for that... too early to share but... it will be exciting). As to the Freemium: I will probably try to offer both a basic, free version as well as a paid version, in the future - it all depends on the demand. You tell me.

If you don't have an iPhone, don't despair: you can still use my mobile lifestream site, read my blog's mobilized version, or get the entirely mobilized Music 2.0 book for free, as well.  

Lastly, if you like this app and want one, too (does anyone not?), I do have some discount codes for the MobileRoadie platform - ping me to find out more.

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Video: the Wired Magazine Tablet Application (Demo), my comments

Everyone in the content industry should watch this demo, below, of what the Wired guys are working on - it's fantastic food for thought; exciting stuff. And just gotta love Scott's Matrix-dude-like, gravely voice in beginning;). Well done, guys.

4 'IF' comments: 1) If the publishers can and will provide very addictive, immersive and interactive experiences at LITERALLY no-brainer prices or via bundled services (big 'if' here) 2) If the media companies and 'rights-holders' decide to get rid of all that crippling and legitimate user-insulting DRM and other technical protection models (remember, Protection is in the Business Model) 3) If the advertisers and brands are really going to fast-track their support for these kinds of new platforms 4) If everybody can finally resist the temptation to make this yet another 'walled garden' competition, albeit with prettier flowers....THEN indeed, we just may have something here. I'll be watching (+).

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Meet me at the INMA World Congress in NY (April 27): Keynote on how to monetize content in the next 3 years

I am delighted to have been invited to hold a keynote at the International Newsmedia Marketing Association (INMA) prestigious World Congress in New York City, on April 26-28, 2010.

Here is what I will talk about (Tues, April 27, 9am):  The Future of News, Publishing, and Media: How to Monetize Content In the Next 3 Years. "The challenge of how to monetize content in a digitally networked and always-on world is growing more severe by the minute, driven by constant advances in technology, smarter devices and faster connectivity, as well as by drastic changes in consumer behavior, worldwide. Can those analog dollars be converted to a much larger number of digital quarters and dimes? Where will those next-generation revenue streams come from, and how can you fast-track them? Can and should copies be controlled, online, and if not, how do you “compete with free”? How can “selling access to copies” be turned into real money, not just page-views and social media buzz? What is the role of advertising, mobile device makers, the ISPs, telecoms and mobile network operators, and how will publishers position themselves in this new “telemedia” ecosystem?" Hope to see you there!

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Mobile Trends 2020: slideshow & wisdoms by some very smart people (must-read)

Fellow mobilist and DotOpen Founder Rudy de Waele has drummed up some great predictions, bottom-lines and other assorted wisdoms from 20+ really great people (including myself...for some odd reason; in any case I am really delighted to be asked to contribute - thanks Rudy!), asking us to provide input on out top 5 mobile trends for the next decade.

This effort produced a very nice slideshow that really packs a punch, see below. It includes some serious nuggets of wisdom from people such as  Howard Rheingold, Douglas Rushkoff, Marshall Kirkpatrick, Gerd Leonhard, Timo Arnall, Carlo Longino, Katrin Verclas, Atau Tanaka, Alan Moore, Marek Pawloski, Ajit Jaokar, Nicolas Nova, Inma Martinez, Tony Fish, Jonathan MacDonald, Willem Boijens, Carlos Domingo, Russ McGuire, Raimo van der Klein, Michael Breidenbruecker, Robert Rice, Steve O’Hear, Ted Morgan, Martin Duval, Andreas Constantinou, Fabien Girardin, Matthäus Krzykowski, Rich Wong, Andy Abramson, Ilja Laurs, David Wood, Stefan Constantinescu, Henri Moissinac, Kevin C. Tofel, Enrique C. Ortiz, Felix Petersen, Tom Hume...

Here is my stuff, excerpted (from slide #9)

1. Mobile advertising will surpass the decidedly outmoded Web1.0 & computer-centric advertising - and ads will become content, almost entirely. Advertisers will, within 2-5 years, massively convert to mobile, location-aware, targeted, opt-ed-in, social and user-distributed 'ads'; from 1% of their their budgets to at least 1/3 of their total advertising budget. Advertising becomes 'ContVertising' - and Google's revenues will be 10x of what they are today, in 5 years, driven by mobile, and by video. 

2. Tablet devices will become the way many of us will 'read' magazines, books, newspapers and even 'attend' live concerts, conferences and events. The much-speculated Apple iPad will kick this off but every major device maker will copy their new tablet within 18 months. In addition, tablets will kick off the era of mobile augmented reality. This will be a huge boon to the content industries, worldwide - but only if they can drop their mad content protection schemes, and slash the prices in return for a much larger user base. 

3. Many makers of simple smart phones - probably starting with Nokia- will make their devices available for free - but will take a small cut (similar to the current credit-cards) from all transactions that are done through the devices, e.g. banking, small purchases, on-demand content etc. Mobile phones become wallets, banks and ATMs. 

4. Quite a few mobile phones will not run on any particular networks, i.e. without  [I mean unlocked] SIM cards. The likes of Google (Nexus), and maybe Skype, LG or Amazon will offer mobile phones that [may eventually] will work only on Wifi / WiMax, LTE  or mashed-access networks, and will offer more or less free calls. This will finally wake up the mobile network operators, and force them to really move up the food-chain - into content and the provision of 'experiences' 

5. Content will be bundled into mobile service contracts, starting with music, i.e. once your mobile phone / computer is online, much of the use of the content (downloaded or streamed) will be included. Bundles and flat-rates - many of them Advertising 2.0-supported - will become the primary way of consuming, and interacting with content. First music, then books, new and magazines, then film & TV.

Mobile Trends 2020

View more documents from rudydw.

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Some eBook industry 'leaders' are starting to sound exactly like the music industry 5 years ago

I just read this very interesting piece in PaidContent.org (one of my favorite sites): "Steve Haber, president of Sony’s Digital Reading Business Division... at the MediaBistro eBook Summit... decried the emphasis on the $9.99 price point for e-books. “The $9.99 price point is not a money-maker,” he said. “Certain bestsellers are sold at that price for retail, competitive reasons. But you need to have a range. You could go from $10 to $20 even to $100 for an e-book. There’s no sweet spot and it’s certainly not $9.99. When you walk into a bookstore and there are a range of prices. It should be the same for an e-book store.” Haber went on to defend the use of DRM, which he doesn’t see going away for awhile. “You need an orderly process to sell books and DRM makes that possible, mainly because it allows content creators and distributors to make money from that content"

Ouch. Have you not learned anything from happened in digital music during the past 10 years - where have you been hiding? Let me summarize it for you:

DRM is a total - and much discussed - nuisance and significant deterrent to legal consumer behavior, and it does ZERO to prevent sharing of copyrighted content online. DRM just turns users that have legal, fair and honest intentions into guinea pigs for digital rights protection schemes thought up by people who still have their emails printed for them. Wake up: protection is in the business model - not in technology. I may even concede that DRM may work in some (but increasingly rare) cases, but for books and for music...? No chance. Imho, you have to be kidding if you think these kinds of remote-controlled-rights schemes will make you any money in the future. In my opinion, anyone that still talks about DRM being a chief part of their eBook strategy should consider taking a longer vacation, and do some serious reading and thinking (sure... you could start with my own new book "Friction is Fiction" - ask me for the free PDF if needed; )

Face it: the price point for digital books has to be lower - much lower - than the price point for a real i.e. dead-tree, printed, shipped, physical book. Just because you can't seem to figure out how to reduce your costs across the board, start to add significant value in new areas and still turn a profit, that does not mean consumers will massively adopt eBook-reading at those price points (Kindle etc) or even above (as seems to be suggested above).

This looks like a very lame 
rerun of the classic and most disturbing mistakes of the music industry: the incumbent market leaders really thought they could actually increase their margin as well as their ability to control the usage (!) when selling music online, i.e. have much lower distribution and marketing costs, keep the artists down to the same old, tiny percentage, and - yes ! - increase the prices on a per-track basis.

Ask yourself this simple question: what would have happened if a download had been priced at $0.20 or even 10 cents per track (or even, yes, a flat-rate), instead of $1 - would anyone still have bothered to try and download it for free, somewhere else? Could the value of those active, engaged and happy buyers be captured, and then be extended to other things you can sell them? Clearly, the answer is YES. 

This is my message to the eBook industry and the publishers: do not head into the ill-fated direction of wanting to sell digital content for the same price as the physical content (or even above...ouch) - it is a pipe-dream!

Instead, make eBooks drastically cheaper, offer unique bundles and compilations, add new values all the time (cross-media anyone?), invent new packages (think mobile), and stop focusing on just selling UNITS. Flip the pricing logic before it flips you: lower prices, infinitely more engaged and legal users, and new Generatives on top!

Finally, here is something that wasn't touched on at Paid Content but that is crucial: If you think that the traditional deals with the authors will carry over into the eBook environment you are deeply mistaken. Witness what happened with Random House's eBook initiative, here. The authors (and their agents!) will need to be brought in as PARTNERS not minor players, as they have been in the past. Accept, adapt and move forward.

 

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