Digital Content Consumption: The Current Landscape

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Created for keynote at NFAIS workshop - http://nfais.org/event?eventID=525 Fostering Content Usage

Created for keynote at NFAIS workshop - http://nfais.org/event?eventID=525 Fostering Content Usage

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  • With all new technologies and devices, the content provider must make a myriad of technology choices

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  • 1. Digital Content Consumption:The Current LandscapeAnn Michaelann.michael@deltathink.comTwitter: annmichaelCopyright 2013 Delta Think, Incorporated
  • 2. Overview• A Brief Background• Dealing with Diversity• Understanding User Expectations &Experience Gaps• Managing the Challenges2Copyright 2013 Delta Think, Incorporated
  • 3. A BRIEF BACKGROUNDThe Current Landscape3
  • 4. In the beginning (well not quite the beginning)There was print ….4Photo from: http://www.howstuffworks.com/arts/literature/oldest-book-in-the-world.htmCopyright 2013 Delta Think, Incorporated
  • 5. …and the print went digitalAt first print products were“poured” into digital form— Looked like print— Acted like print (but with some missing features!)— Nothing all that new or revolutionary5Copyright 2013 Delta Think, Incorporated
  • 6. …and the digital form evolvedDigital products started to differ from print— Multimedia— Search & discovery— More web appropriate formats— Interaction/community— Richer linking and interoperability… and let’s not forget mobile!6Copyright 2013 Delta Think, Incorporated
  • 7. …as digital continues toevolveSo do the challenges around supporting— New content and delivery formats— New channels— Unclear/evolving standards— Interoperability: between devices, within theworkflow, with other content/info sources… and let’s not forget user expectations!7Copyright 2013 Delta Think, Incorporated
  • 8. …and the rate of change is increasing• Historically, innovation focused on more efficientcomposition and print processes• As technology enables faster iteration incontent, hardware, and software development AND• Strengthens the the customer’s voice in the process• The rate of change keeps speeding up!• Each new format, device, and user preferenceramps up faster and faster…8Copyright 2013 Delta Think, Incorporated
  • 9. iPod vs. iPhone vs. iPad9
  • 10. Another perspective10
  • 11. Each new technology…• Forces publishers to make decisions- Is this for us/our customers? And if so, when(now, a little later, or much later)?- How likely is this to become a standard, a ―barof entry‖ or expectation?- How will this impact the customer experience?- How will it integrate with thepeople, processes, and tools/technologies wealready employ?- How can we manage it? Internally/Externally.Do we have the expertise? Do we have the 11Copyright 2013 Delta Think, Incorporated
  • 12. Each new technology…• Forces libraries to make decisions- Is this a benefit for the institution? And ifso, when (now, a little later, or much later)?- Does it improve faculty, researcher, studentexperience?- How will it integrate with thepeople, processes, and tools/technologies wealready employ?- How can we manage it? Internally/Externally.Do we have the expertise? Do we have thestaff? Do we have the budget?12Copyright 2013 Delta Think, Incorporated
  • 13. DEALING WITH DIVERSITYThe Current Landscape13
  • 14. Diversity: Content types• What is the best way to:- Make an argument?- Introduce a concept?- Get tenure?- Advance scholarly findings?- Get feedback?- Enable discovery?• What device is the best medium forvarious content types?14Copyright 2013 Delta Think, Incorporated
  • 15. Classic monograph15Image: http://openreflections.wordpress.com/2009/02/01/highlights-of-ape-2009-%E2%80%93-day-2/
  • 16. Short form (ex. Kindle Singles)16
  • 17. Journal article17
  • 18. Shortest form!18
  • 19. Diversity: Users• Researchers, Practitioners, Students, Faculty, Recreational• Different uses drive different requirements• Yet often the same/similar content typesand formats are used to fulfill diverse needs- Do they require different formats? Applications?- Is content created in a way it can be repurposedand/or reused?- Is it tagged for effective discovery? If so, at whatlevel of granularity?19Copyright 2013 Delta Think, Incorporated
  • 20. Diversity: Devices• The proliferation of mobile is a fact• “Operationalizing” mobile is a challenge- Web optimized vs. native apps vs. web apps- What’s hot? Responsive design• The uses of mobile are still emerging- Lean back vs. lean forward- Findable vs. discoverable – which is moreimportant on a mobile device?20Copyright 2013 Delta Think, Incorporated
  • 21. Diversity: Devices21
  • 22. What’s next?22
  • 23. USER EXPECTATIONS & EXPERIENCE GAPSThe Current Landscape23
  • 24. User expectations• Driven by the consumer market• Increasing with digital experience• Infinite customization & personalization24“We shape our tools and afterwards our tools shape us.”—Marshall McLuhanCopyright 2013 Delta Think, Incorporated
  • 25. What do users want?• Frictionless use (tension with DRM)• 24/7 access on device of their choice• Functionality that supports their uses:- Annotation/shared annotation- Cognitive mapping (still best in print)- iPad/e-reader availability- Device interoperability• Interlibrary loans/sharing• Enhanced discoverability25
  • 26. Why are these needs difficult?• Does reducing friction and enabling sharingincrease publisher risk?• Can libraries place licensed content on theirown internal (and 3rd party) platforms?• Does the functionality users require demandstable and unilateral standards?• Cognitive mapping – how can that be doneon an electronic device?26Copyright 2013 Delta Think, Incorporated
  • 27. And if this all seems hard now…27
  • 28. Keeping up with the curve• AnalyticsWhat are users doing with content now?• WorkflowWhat do they need to do?• UI/UXHow can we help them?28Copyright 2013 Delta Think, Incorporated
  • 29. What’s next?• Speakers today will dive into some of the issues raised here- Trends in eBook use and acceptance- Fostering use in the mobile environment- Enabling content sharing, annotation & review- Usability & sustainability and- Resolving the tensions created29Copyright 2013 Delta Think, Incorporated
  • 30. THANK YOU!30Ann Michaelann.michael@deltathink.comTwitter: annmichael