making mobile work presentation
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ICC Macmillan
Making Mobile Work
Taking Advantage of the Coming Era of Mobile Content
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ICC Macmillan
Images of Mobile Past
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ICC Macmillan
Images of Mobile Present
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ICC Macmillan
Images of Mobile Future
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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.”
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ICC Macmillan
Ghosts of Technology Past
A: The Paperback Book when it was first released.
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ICC Macmillan
Ghosts of Technology Past
Reference: “A History of Paperback Books”
http://paperbarn.www1.50megs.com/Paperbacks/index.htm
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ICC Macmillan
Ghosts of Technology Past
•The Original Small Screen
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ICC Macmillan
The Cell Phone Space
2.5 BILLION > 4 BILLION vs. 1 BILLION
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ICC Macmillan
The Cell Phone Space
•MAKE THE GLOBAL LOCAL
•MAKE THE LOCAL GLOBAL
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ICC Macmillan
The Mobile Internet vs. Regular Internet
•WAP!!!
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ICC Macmillan
Making Mobile Work
Sample of Comic Book we created for distribution via cell phone
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ICC Macmillan
Making Mobile Work
•WHERE’S THE MONEY???
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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.
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ICC Macmillan
Current Work on Mobile at ICC Macmillan
•SO IS THERE A MARKET?
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ICC Macmillan
Distribution Solution
•RULE 1: DON’T FOCUS ON THE US.
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ICC Macmillan
The Future of Mobile
•Mobile IS the Internet in many developing countries.
•m-learning opportunities
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ICC Macmillan
Making Mobile Work
•OPPORTUNITY 1: DELIVERING EDUCATIONAL MATERIALS
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ICC Macmillan
Making Mobile Work
•Introducing Jon White from Macmillan Education
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ICC Macmillan
Distribution Solution
RULE 2: AVOID EXCLUSIVITY
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ICC Macmillan
Making Mobile Work
•Are you On Deck or Off Deck?
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ICC Macmillan
Making Mobile Work
OPPORTUNITY 2:
Go Global with Mobile
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ICC Macmillan
Making Mobile Work
• 75+ Mobile Phone Companies
• 150+ Countries
• Equals a potential market of 2.5 Billion people.
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ICC Macmillan
The Cell Phone Space
•MAKE THE GLOBAL LOCAL
•MAKE THE LOCAL GLOBAL
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ICC Macmillan
Making Mobile Work
Mobile allows you to Aggregate your communities of interest globally.
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ICC Macmillan
Making Mobile Work
•OPPORTUNITY 3: Customize your content.
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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.
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ICC Macmillan
Making Mobile Work
•Slice, dice, disaggregate, re-aggregate
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ICC Macmillan
Some Quick Statistics
•RULE 3: TARGET EVERYONE
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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.
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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
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ICC Macmillan
Making Mobile Work
OPPORTUNITY 4:
•Develop Your FMO
(For Mobile Only) Content
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ICC Macmillan
Making Mobile Work
• Introducing Doris Booth from Authorlink and CelebWire
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ICC Macmillan
Making Mobile Work
•CelebWire on Mobile
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ICC Macmillan
Making Mobile Work
•RULE 4: EXPECT CHANGE
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ICC Macmillan
The Mobile Future
•The iPhone has dramatically increased consumer awareness of mobile capabilities.
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ICC Macmillan
The Mobile Future
•Consumers have shown their clear preference for “do-it-all” devices rather than stand alones.
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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.
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ICC Macmillan
The Mobile Future
• Opening up the Airwaves
–700 MHZ Spectrum
–Recent Verizon Decision
–Google’s Android Software.
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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:
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ICC Macmillan
The Future of Content
• “Mobile, Mobile, Mobile.”
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ICC Macmillan
The Mobile Future
• Microsoft is also making major moves in this area so is Nokia.
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ICC Macmillan
The Mobile Future
•Rule 5: Think outside the book um, box.
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ICC Macmillan
The Mobile Future
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ICC Macmillan
The Mobile Future
OPPORTUNITY 5:
NEW MEANS OF MONETIZING YOUR CONTENT
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ICC Macmillan
The Mobile Future
•Pay per view•Subscriptions•RSS Feeds•Bundled Media
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ICC Macmillan
The Mobile Future
• New Creative Opportunities:
–Multiple version stories and poems
–Shimmer text with color
–Textual animation
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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
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ICC Macmillan
The Mobile Future
• Introducing Adeena Karasick ‘the World’s First Mobile Poet’
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ICC Macmillan
The Mobile Future
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ICC Macmillan
The Mobile Future
That’s SOOO Cliché!!!
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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
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ICC Macmillan
Recent Advertisement in PW
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ICC Macmillan
Recent Advertisement in PW Daily
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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