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some sound do we have sound okay the way
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they are we have sound great the
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networked society actually has sound
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which is a good thing yes well then we
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have a hashtag for this event called
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if you use Twitter anybody here
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twittering who's twittering come on guys
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don't be shy Twitter okay you guys know
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what Twitter is I hope okay Twitter
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hashtag networked society we're going to
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take your questions in the conversation
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later so if your Twitter just add the
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hashtag national society Network Society
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and I will take a look while we're
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talking my name is Gert Leon Hart I'm
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doing a brief intro today I work as a
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futurist and I will give you a brief
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estimation of what that sounds like I
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will be doing a short introduction and a
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moderation of the other esteemed
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panelists I'm very happy to have some
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really great people here today so it's
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going to be rather mind-boggling
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hopefully also with your questions so
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what does the future is do this is my
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job I think this is really everyone's
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job but just listening to what actually
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goes on and if you have kids I think you
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know what I'm talking about here this is
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my job as a futurist I want to talk
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briefly about the networked society you
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realize this here is not the networked
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society this is the Roman Empire okay
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the Roman Empire is quite different than
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this Empire which basically means we're
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moving from central powerful entities
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like Disney Universal Studios Microsoft
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AT&T to network companies Google eBay
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Skype Amazon maybe even Ericsson right
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so we're becoming more like this you
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guys recognize this Facebook of course
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Facebook social graph and a couple
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nights ago I watched this on Twitter
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using a thing called Twitter fall the
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hashtag of Mubarak's speech you can
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check it out on YouTube you can see all
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kinds of comments on why he's not
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leaving yet so this is the networked
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society where people are connecting to
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each other and guess what they do on the
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internet what we do on the internet we
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connect with like-minded people we
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connect with people have similar ideas
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and by liking similar
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interest that's the power of the
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Internet that's what we saw of course
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also in Egypt and other countries
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connecting with people have similar
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agendas similar ideas so now we're
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living in this world roughly 2.2 billion
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people connected to the Internet
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4.6 billion on mobile phones which very
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soon is the same and let me dispel with
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one myth that is the myth of social
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media forget the world social media
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there's no such thing really what we're
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doing here is a social operating system
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the entire world is changing to become a
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mechanism and interdependent ecosystem
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it's not just about Facebook or YouTube
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right it's a much larger story and this
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unfortunately for many of us in business
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this is the story of the network society
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is user control as users we love this
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idea
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but as businesses quite hard look at the
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music business anybody here from the
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music business no good reason you're not
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here because there's no money left okay
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the music industry has felt this user
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control declined by 57 percent in one
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decade of revenues in the music business
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because of user control so now our world
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looks more like this a bit of a preview
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of the refugees united people who are
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coming on stage later this is a game
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called the asani and basically what
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we're seeing here that in this networked
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society of interconnected society the
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co-creation becomes normal that means
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we're creating things together and the
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social networks are broadcasters imagine
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this Facebook will have 1 billion users
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probably by the end of the year right
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now if his 6-minute on the internet is
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spent on Facebook today twelve point
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eight billion minutes today spent on
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Facebook on the Internet
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now tell me a single broadcast like NBC
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CBS or BBC that has this kind of
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audience doesn't exist okay as soon as
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Facebook gets a license to use video
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content and music and so we have the
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biggest broadcast in the world
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and Facebook and this is what Mark is
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saying Mark Zuckerberg or Zook who
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started Facebook this is what he's
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saying about his plans I should listen
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because that's very important he says
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every industry in five years out is
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going to be rethought in a social way
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that means technology NGOs government's
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politics education media this is a huge
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shift and it has nothing to do with
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Twitter or Facebook it has to do with
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the fact that we actually are
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interconnecting making meaningful
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hopefully connections to each other this
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spells severe disruption and I'm saying
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this with optimism right not with the
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music industry pessimism because
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disruption always brings opportunities
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for new ideas I think this is clear
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we're going to see complete convergence
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of real life and what people call meet
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space what we have here
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I had the conversion of the two way you
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can like a piece of furniture or a ride
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or a piece of food and a restaurant
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where we have new currencies anybody
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know about Facebook Credits we use the
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joke two years ago in the music business
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that you can pretty soon pay your
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landlord with Facebook money that is
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becoming a reality you can pay real life
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products like airplane tickets with
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Facebook money so we're looking at new
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currencies parallel currencies cachinga
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or flatter and so on now companies used
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to be this towers empires monologues now
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companies become platforms and I think
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it's also the mission behind the theme
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you of Ericsson to tell you that your
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company has to become a platform has to
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become networked and social and
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parenthesis here is the toughest mission
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we used to say say that everything that
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matters is growth making more money
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return on investment selling stuff now
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people are telling us around the web
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it's interaction before transaction it's
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not the tiny fan anymore but the fan now
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comes before the customer you can see
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that in the media business Netflix
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newspapers Huffington Post first a fan
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then a buyer
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and that's true for everything not just
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for the media business the following
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mantra that twitter has yeah this is why
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you should do Twitter because you can
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learn the following paradigm and of
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course they're completely interrelated
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so in the content industry the biggest
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challenges were moving from this this
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copying idea iTunes or CDs to an access
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idea Spotify Netflix subscription
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services and so on which is a huge
00:07:09
challenge for the media industry around
00:07:10
the world but also a huge opportunity I
00:07:13
found this when I was looking for
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control I was googling I found this
00:07:17
interesting fish graph you're saying
00:07:20
that all of a sudden it's all the big
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fish small fish chasing the big fish
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which is again the sort of networked
00:07:27
society idea now we're very close to
00:07:31
France where there is a law that you can
00:07:33
be kicked off the internet if you
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download illegally okay we see in this
00:07:38
drive around the world with Hadopi and
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actor and three-strikes and all these
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laws basically my prediction on this
00:07:46
would be if you enforce control when you
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need to have trust and engagement it
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will kill you look at the music industry
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they've tried to enforce control for 10
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years where has it left them rich
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lawyers no users if you're a lawyer
00:08:01
that's good for you actually that's not
00:08:02
a bad thing for your lawyer but it's bad
00:08:05
for consumers right so that won't work I
00:08:07
think we're going to see this kind of
00:08:09
society this is not a good solution for
00:08:11
our future all the rules of law from 50
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years ago that no longer apply or they
00:08:19
may still apply but they're not very
00:08:20
useful so now we have to go about
00:08:23
reconstructing permissions and getting
00:08:26
used to what a networked society
00:08:28
actually does we have to rethink the
00:08:30
Tollbooth who pays whom for what when
00:08:33
you read a newspaper on the web who
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should pay should the appetizer spacial
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eye page or Google pay right that we
00:08:40
have to discuss all these things we have
00:08:42
to remind themselves that the most
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important thing in today's society is
00:08:47
not the firehose of information that was
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a big deal 10 years ago now it's about
00:08:53
and experience it's all about relevance
00:08:57
and about meaning not about volume why
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do I care to download 60 million songs I
00:09:03
just want to hear two good ones so
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that's really what we're seeing in a
00:09:07
networked situation it's more about all
00:09:09
these things anybody here play farmville
00:09:13
yeah anyone foreign will come on it's
00:09:16
okay farmville is a game on Facebook
00:09:18
that last year made 360 million dollars
00:09:22
that's selling virtual tractors and we
00:09:25
seen this around the web what I call the
00:09:27
gamification like Foursquare you guys
00:09:29
use Foursquare i saw a demo this morning
00:09:32
it's a game right it's a game so we're
00:09:35
seeing a gamification of society which
00:09:38
is kind of interesting we're seeing this
00:09:40
thing where data is becoming the new oil
00:09:42
when I speak in the Middle East this is
00:09:44
not a very popular message but users are
00:09:48
content themselves now and the next
00:09:51
slide says it data is the new oil if you
00:09:56
want to remember one thing for my
00:09:57
long-winded talk remember this data is
00:10:01
the new oil all the stuff that we
00:10:04
generate our forwards or likes our stuff
00:10:07
W that we log in what we share with
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people that generates trillions dollars
00:10:12
worth of stuff that other people want to
00:10:14
get into we'll talk about that later and
00:10:17
that panel discussion but of course you
00:10:19
can see the average user on the Internet
00:10:21
has become from $9 to $46 worth just
00:10:26
based on advertising and if you look at
00:10:28
the market cap of Google versus the old
00:10:30
content guys CBS and so on Google is a
00:10:34
data company doesn't even sell content
00:10:37
and it's bigger than all of the other
00:10:39
guys so content is important but data is
00:10:43
the new oil and now we come to this
00:10:45
thorny issue that we're going to discuss
00:10:47
later the issue of privacy there is a
00:10:51
little discussion about privacy policy
00:10:53
as Jeff Jarvis says and I would call it
00:10:56
vibrancy and mindfully the whole idea
00:10:59
about why are you not private why are
00:11:01
you public we're going to discuss it on
00:11:04
the panel
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to more important points before we go
00:11:08
into the panel there is this trend of
00:11:10
what I call nowness everything is about
00:11:13
current information when I go to eat
00:11:16
sushi in London I'm not interested and
00:11:18
got Google thought was good last year
00:11:21
I'm interested in today and here so it's
00:11:25
about now in here not yesterday and
00:11:28
there and finally as Marshall McLuhan
00:11:32
has said 1971 the global village is not
00:11:36
about harmony peace and quiet
00:11:38
it's about considerable amount of chaos
00:11:41
and experimentation and that's what
00:11:43
we're seeing in a networked society
00:11:44
these things will not be harmonious and
00:11:47
peaceful entirely they will be based on
00:11:49
lots of aberrations like the Wi-Fi scale
00:11:52
that Twitter's your weight as you can
00:11:55
see down here or game stations in the
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bathroom so I thank you very much for
00:12:00
listen to my short pitch on the network
00:12:02
society I'm going to bring
