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Notes from “Exploring the Future of Media”
Mike Walsh spoke at the General Session “Exploring the Future of Media” sponsored by
Fujifilm Australia Pty. Ltd. on May 4. Through his company, Tomorrow, Walsh advises some of the world’s
leading brands and corporations, including News Limited, on their engagement strategy with new
media.
Walsh challenged retailers to reset their thinking for the future. Future technologies
do not build on current societal norms. He told to attendees they should future proof their businesses by
first exploring the future of media.
1. Look to the Internet “Naturals”
They pay real money for virtual items. They know people around the world intimately
but not in person. Their social identity is built through contact with total strangers. They show their
affiliation toward groups, people, companies and brands all virtually.
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• In the U.S. 70 percent of Internet users are over 30 -- in China it’s the other way
around.
• More Japanese now read books on cell phones rather than paper.
• An inexpensive laptop is a reality and bringing millions online around the world.
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2. What will happen to media outlets?
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• What’s on TV, what’s in the media is not longer going to be controlled by editors -- readers will
have the control.
• In the future, we won’t find any content/media except by referral from our network -- there isn’t a
TV Guide for the Internet. We go places where we are sent by others. Think about the music group Arctic
Monkeys who launched their career through MySpace. A small group of passionate fanatical fans referred others
and their passion spread virally.
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3. The ubiquitous network
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• Anything will be available anywhere anytime.
• The idea of ‘internet everywhere’ changes our relationship to the world.
• Sling boxes are allowing us to move our home television to our mobile phone and/or computer
system/Internet.
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4. Consumer created content
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• TV shows that determine content/contestants by
measuring blog traffic.
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5. Personalized production
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• Small is the new big.
• Going postal means that you can have your images on postage stamps.
• It’s more than just mugs.
• Consumers can now vote on new clothing designs they want to see, recommend style/color changes,
etc.
• Independent retailers need to rethink the power of physical space.
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6. We’re not in paper/chemistry business anymore
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• We’re in digital services industry.
• Images are virtual and physical.
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