Slide 1 Usability pays off Jak Boumans BA, MDiv. Electronic Media Reporting Usability in Multimedia Environment Sept. 3-5, 2003, Bratislava (Slovakia)

Slide 1

Usability pays off

Jak Boumans BA, MDiv.

Electronic Media Reporting

Usability in Multimedia Environment

Sept. 3-5, 2003, Bratislava (Slovakia)

Slide 2

Electronic Media Reporting

Based in Utrecht (The Netherlands) Founded in 1990 Private consultancy specialised in new media, electronic publishing and content strategy Four activities:

- Market research and studies (state of the art, scenario)

- Audits for EC- Congresses, seminars, workshops- Publications (Telecombrief and IMI, books)

Slide 3

If I had continued my studies...

© Wired, 1995

Slide 4

Professional background

Principal consultant content strategy Independent since 1990 Software company (el. pub.) (1986-90) VNU – Business Publications (1980-86) Kluwer Encyclopedia (1973-1979) Spectrum Reference Depart. (1970-73)-1973)

Slide 5

Present assignments

Multimedia Industry Survey X-media project in publishing company ACTeN project X-Melina project General Secretary to the European Academy of Digital Media (EADiM) World Summit Award EUROPRIX.nl competition Writing a book on the history of new media in The Netherlands

Slide 6

Media waves

1970-1980: phototypesetting, database

publishing 1980- 1993: e-mail 1980-1993: ASCII databases 1980-1997: videotex 1985-2000: CD-ROM, CD-i, DVD 1993: internet 2002: mobile internet (GPRS, Wi-Fi)

Slide 7

Small interactive quiz

1. Do you have ADSL at home?2. Do you have a DVD at home?3. Do you have a mobile?4. Do you send SMS?5. Do you send MMS?6. Do you use Live! or T-Zones or

something similar?7. Do you bank electronically?8. Do you have interactive TV (settop

box)?

Slide 8

Usability pays off

Items to be discussed- Business model- Usability and technology- Usability and marketing- Usability pays off

Slide 9

Businessmodel

Technology

Project

Business model Marketing

Slide 10

Business model

The concept of a business model is an

assumption at best; what works for the

WSJ doesn’t work for the FT Is it publishing or retailing? Publishing: advertisement or subscription advertisement: economically vulnerable subscription: rather stable (difficult to

change over to pay-per article or pay-per

view; exclusion of a larger group)

Slide 11

Business model

Retailing: transaction = packaging,

displaying, point of purchase, sampling,

consumer behaviour, pricing tactics What content works: entertainment and

sports (not just downloadable) What does not work: music and movies

(are freely downloadable) Select niches or get into portals

Slide 12

Forms of payment

Pay upfront e.g.

pay-per-use,

pay-per-view,

pay-per-article,

pay-per-game Post-pricing

Slide 13

Usability and technology

Technology Usability

Project

Business model Marketing

Slide 14

Technical approach usability

product vision validation planning                   user requirements                                       iterative design & evaluation                                                    user acceptance 

    www.vnet5.org

Slide 15

Marketing and usability

Technology Usability

Project

Business model Marketing

Slide 16

Marketing and usability

Development generic user requirements Sudy by Daniel Felixan and Silvia

Stampfli-Marzaroli, ETHZ, Zurich December 2002 Delivered 10 main requirements Various factors per requirement

Slide 17

10 requirements

Attractivity Compatibility Cost-sensitivity Hedonism Intrusion Observability Privacy Social acceptance/Pressure Status/Image benefit Trust

Slide 18

Usability and marketing

Attractivity- The information ispresented in an appealing way- The design fits the functionality- The content presentation fits with the purpose of the

service- I am impressed by the look of the service- The service doies not look attractive- The service is visually not pleasing

Slide 19

Usability and marketing

Compatibility- Using the service would not fit into my work- I would feel comfortable with the service- The service would facilitate my daily work- Using the service fits well with the way I like to work- The service would make my life more complicated- The service helps me to find what I am looking for- The service does not match at all with the interaction

style

- The service matches my life style

- The look of the service does not fit with my personal

style

Slide 20

Usability and marketing

Cost-sensitivity- I will buy the service only if it becomes cheap- I wouild not pay for the information I receive- The benefits from the service are worth a high price- Few people will be willing to pay for the service- People might fear that the service is expensive

Slide 21

Usability and marketing

Hedonism- The service is fun to use- Using the service is exciting- I would enjoy using the service- The service is boring- The service is not stimulating- Using the service is frustrating- I would not like to use the service every day

Slide 22

Usability and marketing

Intrusion- The service floods me with information- Alerts such as beeps, rings, sounds or vibrations

would distrurb me- It is acceptable to use the functions all the time- Alerts are annoying

Slide 23

Usability and marketing

Observability- I know what the service does- I could explain the benefit of the service to my friends

and colleagues- I can not imagine what some features of the service

are for- The benefits of the service are selfevident

Slide 24

Usability and marketing

Privacy- I do not know who has access to the information I

enter- I am sure that the service guarantees privacy- I would feel observed by other people when using the

service

Slide 25

Usability and marketing

Social acceptance/Pressure- When everyone has the service I will find it difficult to

do without- Most of the people in my environment will use

services like this- After some time it will be come normal to have the

service

Slide 26

Usability and marketing

Status/Image benefit- I don’t think that I could impress others by using the

service- Highly valued people would use the service- Key people in my organisation would use the service- Even if you do not need it urgently it would look

professional if you have the service

Slide 27

Usability and marketing

Trust- The information received is trustworthy- I can see that honest and trustworthy people stand

behind the service- You can rely on this information

Slide 28

Willingness to pay

It is not a question of willingness Content is paid for when it is on carriers

like CD-ROM, DVD or on mobile Online content was paid for in the pre-

Internet period (1969 – 1993) Online will be paid for in the post-Internet

period (2002 - ) But the info must be hard to get by and

usable for customers

Slide 29

Links

www.paidcontent.orgwww.vnet5.orgwww.europrix.orgwww.acten.netwww.xmelina.com

Voor meer informatie: [email protected]