I went to the Future of Content and Creativity event at the RSA on Wednesday. Gerd Leonhard gave a great talk (I've seen him a few times before and he's always good) about content, copyright and control, including some good points on the change in thinking needed in content payment models. Also on the bill was Richard Titus (currently Controller, Future Media, Audio & Music and Mobile at the BBC, but soon to take the helm at Associated). Richard's framing of the new environment was very good. Three key points for me:
- Rapid commoditization of technology into open standards means that user experience becomes the key differentiator, and live event-driven information and data become the true premium content
- There are only 3 ways to monetize content and services: subscription, transaction and sponsorship. There may be multiple variations on these themes but this, is essentially, it.
- As consumptive behaviours mutate, the line between active and passive continues to blur, on-demand vs live barriers disappear, time-shifting vs place shifting. He gave a current example. When the BBC launched the i-player onto mobile, they noticed some odd consumption habits which appeared to indicate a spike in mobile viewing late in the evening. When they looked into this, they discovered that this was because people were using the mobile i-player as a second television to view TV in bed.