ICC Macmillan Making Mobile Work Taking Advantage of the Coming Era of Mobile Content
Making Mobile Work Presentation
Jan 15, 2015
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ICC Macmillan
Making Mobile Work
Taking Advantage of the Coming Era of Mobile Content
ICC Macmillan
Images of Mobile Past
ICC Macmillan
Images of Mobile Present
ICC Macmillan
Images of Mobile Future
ICC Macmillan
The Ghost of Technology Past
Q: Where have we heard these comments?• “The print is too small to read.”• “I like having the feel of a book to hold when I read it.”• “It won’t be easy to read at the beach.”• “Its not a REAL book.”• “It won’t last.”• “The format is too tiny to hold comfortably.”• “Who would want to read ‘War and Peace’ on it.”• “Serious authors will never embrace it.”
ICC Macmillan
Ghosts of Technology Past
A: The Paperback Book when it was first released.
ICC Macmillan
Ghosts of Technology Past
Reference: “A History of Paperback Books”
http://paperbarn.www1.50megs.com/Paperbacks/index.htm
ICC Macmillan
Ghosts of Technology Past
•The Original Small Screen
ICC Macmillan
The Cell Phone Space
2.5 BILLION > 4 BILLION vs. 1 BILLION
ICC Macmillan
The Cell Phone Space
•MAKE THE GLOBAL LOCAL
•MAKE THE LOCAL GLOBAL
ICC Macmillan
The Mobile Internet vs. Regular Internet
•WAP!!!
ICC Macmillan
Making Mobile Work
Sample of Comic Book we created for distribution via cell phone
ICC Macmillan
Making Mobile Work
•WHERE’S THE MONEY???
ICC Macmillan
Regular vs. Mobile Internet
Proprietary vs. Generic Solutions• Proprietary: Sony e-Book, Kindle Reader,
Rocket Book– Idea is that you will get a more book like reading
experience
• Generic: Works on any device that is web enabled– Idea is that you will be able to access print content on
any kind of web enabled device.
ICC Macmillan
Current Work on Mobile at ICC Macmillan
•SO IS THERE A MARKET?
ICC Macmillan
Distribution Solution
•RULE 1: DON’T FOCUS ON THE US.
ICC Macmillan
The Future of Mobile
•Mobile IS the Internet in many developing countries.
•m-learning opportunities
ICC Macmillan
Making Mobile Work
•OPPORTUNITY 1: DELIVERING EDUCATIONAL MATERIALS
ICC Macmillan
Making Mobile Work
•Introducing Jon White from Macmillan Education
ICC Macmillan
Distribution Solution
RULE 2: AVOID EXCLUSIVITY
ICC Macmillan
Making Mobile Work
•Are you On Deck or Off Deck?
ICC Macmillan
Making Mobile Work
OPPORTUNITY 2:
Go Global with Mobile
ICC Macmillan
Making Mobile Work
• 75+ Mobile Phone Companies
• 150+ Countries
• Equals a potential market of 2.5 Billion people.
ICC Macmillan
The Cell Phone Space
•MAKE THE GLOBAL LOCAL
•MAKE THE LOCAL GLOBAL
ICC Macmillan
Making Mobile Work
Mobile allows you to Aggregate your communities of interest globally.
ICC Macmillan
Making Mobile Work
•OPPORTUNITY 3: Customize your content.
ICC Macmillan
The Cell Phone Space
3 Key Facts About Mobile
• Normal use: 7–10 minute involvement period forcing publishers into new ways of thinking about content
• Cell phone content is nearly impossible to pirate, copy or share.
• Mobile also opens up new opportunities for content facilitation.
ICC Macmillan
Making Mobile Work
•Slice, dice, disaggregate, re-aggregate
ICC Macmillan
Some Quick Statistics
•RULE 3: TARGET EVERYONE
ICC Macmillan
Some Quick Statistics
• 82% of all US/Western European consumers now have access to the Mobile Internet on their Mobile devices.
• 32% use the Mobile Internet• 18% more expect to use it more this year• 41% of those without the Internet on their Mobile
device expect to have it on their next device• 10% have made purchases based on web Ads• 13% who saw a web ad asked for more
information on a product.
ICC Macmillan
Some Quick Statistics
• 20% of Mobile users have paid for content on their phones
• Highest Category is Tech News (24%) followed by Travel/Lifestyle (21%) and Reference (20%)
• Smart Phone purchases grew by 192% worldwide last year.
• While the iPhone was a substantial component of the, the Blackberry 8830 and Nokia e90 series also saw substantial growth.
• Nokia, Blackberry and Apple are 1,2,3 in Smart Phones
ICC Macmillan
Making Mobile Work
OPPORTUNITY 4:
•Develop Your FMO
(For Mobile Only) Content
ICC Macmillan
Making Mobile Work
• Introducing Doris Booth from Authorlink and CelebWire
ICC Macmillan
Making Mobile Work
•CelebWire on Mobile
ICC Macmillan
Making Mobile Work
•RULE 4: EXPECT CHANGE
ICC Macmillan
The Mobile Future
•The iPhone has dramatically increased consumer awareness of mobile capabilities.
ICC Macmillan
The Mobile Future
•Consumers have shown their clear preference for “do-it-all” devices rather than stand alones.
ICC Macmillan
Making Mobile Work
• Other devices will also be launching this Fall:
–Bigger Screen size
–Larger Keyboards (and Laser Keyboards)
–Screen Projectors
–Thinner, sexier, cheaper versions of iPhones.
ICC Macmillan
The Mobile Future
• Opening up the Airwaves
–700 MHZ Spectrum
–Recent Verizon Decision
–Google’s Android Software.
ICC Macmillan
The Future of Content
• When asked at a recent conference where he saw Google’s biggest future growth prospects, Sergey Brin co-founder answered:
ICC Macmillan
The Future of Content
• “Mobile, Mobile, Mobile.”
ICC Macmillan
The Mobile Future
• Microsoft is also making major moves in this area so is Nokia.
ICC Macmillan
The Mobile Future
•Rule 5: Think outside the book um, box.
ICC Macmillan
The Mobile Future
ICC Macmillan
The Mobile Future
OPPORTUNITY 5:
NEW MEANS OF MONETIZING YOUR CONTENT
ICC Macmillan
The Mobile Future
•Pay per view•Subscriptions•RSS Feeds•Bundled Media
ICC Macmillan
The Mobile Future
• New Creative Opportunities:
–Multiple version stories and poems
–Shimmer text with color
–Textual animation
ICC Macmillan
The Mobile Future
–Multi-lingual overlays (e.g. Sefer Yetzirah) with color graphics and sound tracks
–Mash-ups (Maps, Phone Access, video, sound)
–Serials
ICC Macmillan
The Mobile Future
• Introducing Adeena Karasick ‘the World’s First Mobile Poet’
ICC Macmillan
The Mobile Future
ICC Macmillan
The Mobile Future
That’s SOOO Cliché!!!
ICC Macmillan
Turn Your Cell Phones ON
• To check out MPS Mobile on your cell phone now do the following:– IN BROWSER: go to
globalreader.wap.com or wap.global-reader.com
– Text 22646 with GlobalReader as the message and a link will be sent to your phone.• Outside USA text to +447786203222
ICC Macmillan
Recent Advertisement in PW
ICC Macmillan
Recent Advertisement in PW Daily
ICC Macmillan
1466 NW Naito Parkway, Suite 200, Portland, Oregon 97209Phone 503-221-9911, Fax 503-221-0956 contact: Bob Kasher
Portland, New Delhi, Bangalore, and Chennai
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