slide 1 usability pays off jak boumans ba, mdiv. electronic media reporting usability in multimedia...
TRANSCRIPT
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Slide 1
Usability pays off
Jak Boumans BA, MDiv.
Electronic Media Reporting
Usability in Multimedia Environment
Sept. 3-5, 2003, Bratislava (Slovakia)
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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)
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Slide 3
If I had continued my studies...
© Wired, 1995
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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)
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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
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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)
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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)?
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Slide 8
Usability pays off
Items to be discussed- Business model- Usability and technology- Usability and marketing- Usability pays off
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Slide 9
Businessmodel
Technology
Project
Business model Marketing
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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)
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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
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Slide 12
Forms of payment
Pay upfront e.g.
pay-per-use,
pay-per-view,
pay-per-article,
pay-per-game Post-pricing
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Slide 13
Usability and technology
Technology Usability
Project
Business model Marketing
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Slide 14
Technical approach usability
product vision validation planning user requirements iterative design & evaluation user acceptance
www.vnet5.org
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Slide 15
Marketing and usability
Technology Usability
Project
Business model Marketing
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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
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Slide 17
10 requirements
Attractivity Compatibility Cost-sensitivity Hedonism Intrusion Observability Privacy Social acceptance/Pressure Status/Image benefit Trust
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Slide 29
Links
www.paidcontent.orgwww.vnet5.orgwww.europrix.orgwww.acten.netwww.xmelina.com
Voor meer informatie: [email protected]