The conference, titled “Beyond Digital: What Matters Now” and held at CBS Studios, focused on the front lines of change and how that impacts a connected world.
Keynote speaker Kelly said the changes in new media can be described in six words: screening, interacting, sharing, flowing, accessing and generating.
Kelly said the screen has become a common denominator, noting that 20 years ago watching a movie on a phone was unthinkable. Thus, Christians are moving toward becoming people of the screen rather than people of the book. Those screens are also becoming more interactive with cameras on both sides of iPads and software that can track where your eyes give the most attention on a website.
“Everything we make have eyes in them,” Kelly said. “They’re looking out. They’re seeing the world, and that means they can understand where they’re being used. They can see the environment in which they’re being used. They can begin to respond in some ways to not just you, but also your environmental context in which you are watching something.”
In addition to having an interactive nature, Kelly said new media encourages sharing through social media.
“There’s a long line of things we’ve begin to share that people said we would never share,” Kelly said. “When you share, you amplify the power. Anything that can be shared will be shared. That’s where we’re going.”
Power and value also comes in different forms today because things being generated are free more often than not, Kelly said, calling the Internet the “world’s largest copying machine.”
Kelly said information today is flowing, or taking the form of streams of information such as what is found in RSS feeds and on Facebook walls. In a world where everything is so accessible, that very accessibility becomes valuable.
“It turns out that if it’s not on Netflix streaming, we’re not watching,” Kelly said. “Why should I buy if I can have instant access? I’m not buying music, I’m subscribing... purchasing access to the entire library.”
Kelly said there is a shift from ownership to access, and the power will be with those who are providing access, not sales. Value comes in things that can’t be copied such as immediacy, personalization, authentication, findability, embodiment, interpretation, accessibility, attention and connection.
What do you find value in as new media progresses? Are sales important? Or are there other things more important for success?