Read 2 is mobile (and global)
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  • 1. Read 2.0 is mobile (and global) NFAIS MOBILE workshop MARCH 16, 2012
  • 2. This morning’s presentation 2 A mobile context Global trends Current options for mobile content consumption Implications for content creation and management
  • 3. Mobile content consumption: core take-aways 3 Expanding rapidly Global implications Dedicated and multi-function devices Content forms evolving along with the platforms
  • 4. Headlines (begin to) tell the tale 4
  • 5. Things are changing fast, and faster 5 Smartphone use grew an estimated 40% in 2011 Social networking on mobile devices grew 240% in a single year Tablet sales doubled in 2011 72% of the U.S. workforce is “already mobile” Mobile is expected to “trump laptops and desktops” and become the “first screen” for web access by 2013 Source: Chief Content Officer
  • 6. Mobile is busting out all over 6 US leads the way Significant expansion expected in UK, France Emerging: Spain, Germany, Netherlands Regional rights sales can be a challenge
  • 7. Digital reading in major markets 7 Sources: Barclays Capital, PwC, Magellan analysis
  • 8. Digital reading in emerging markets 8 Sources: Barclays Capital, PwC, Magellan analysis
  • 9. How do you qualify emerging markets? 9 Affordable, attractive eReading devices Wide range of content (okay if it’s trade) Perceived price competitiveness Straightforward interfaces … and maybe see if your content is being pirated
  • 10. Keys to mobile reading success 10 Wireless coverage Seamless transactions Extensive content libraries Device reliability Content interoperability Adapted from work by Andrew Brenneman, Book Business
  • 11. Technology: changing the reading landscape 11 Content forms are evolving as platforms emerge Today: web, text, apps, search, (some) ads New options are emerging  Location-based services (LBS)  QR codes  Near-field communication (NFC) Dedicated eReaders and multifunction devices Tablets may supplant other devices for reading
  • 12. Already: iPad eating away at print news 12 University of Missouri survey of 1,600 iPad users 84.4% cited “following current events” as a primary use for their iPad [good news] Almost half claimed an hour or more per day is spent reading news Of those heavy news consumers, 58% said they were likely to cancel print; 10% had already cancelled Key factor: price [bad news] Sources: Journalism Institute at the University of Missouri; Macworld March 2011
  • 13. The appeal of mobile reading 13 Portable Searchable Broader selection “In the moment” (immediate, interactive, relevant, updated) Increasingly “webby”: open, social, linked
  • 14. A cross-section of digital content models 14Typically supported Opportunity to develop using web-based and implement device-wireless applications based apps Source: Alisa Bowen, Thomson-Reuters; Magellan analysis
  • 15. Mobile reading segments: a range … 15• Sony Reader • Apple iPad • iPhone (Apple)• Amazon Kindle • Samsung • Blackberry (RIM)• BN Nook • Motorola • Android (Google)• Kobo Reader • RIM • Microsoft (Windows)• … and many more • Kindle Fire • Nook Color • Kobo
  • 16. … with differing use profiles 16 Source: Nielsen, February 2011
  • 17. Part of an evolving e-reading value chain 17 Source: Forrester Research; Magellan research
  • 18. Designing for mobile is “the new black” 18 Desired: a consistent user experience across multiple digital channels “Fat-finger” challenges Search options must be omnipresent Speed matters (so, optimize for the platform) Sharing matters (“likes”, recommendations, reviews) Increasingly, geo-location features matter
  • 19. A significant challenge: formats 19 Today: Device + Format + Discovery + Acquisition + Installation + DRM = “Confusion” “Confusion” courtesy Peter Brantley, Internet Archive
  • 20. Proliferation of file types and DRM options 20Segment OptionsFile types RTF and PDF BBeB .lit, mobi and AZW PDB and FB2 HTML, RB, CHM and OEB … and EPUBDigital rights Microsoft Readermanagement Adobe Digital Editions eReader Mobi Apple FairPlay DNL … and others Adapted from work by Neelan Choksi
  • 21. Salvation in the cloud? 21
  • 22. Platforms, devices and carriers 22 Leading platforms  Apple iPhone OS  Android  Windows  Blackberry
  • 23. Market share for smartphone platforms 23Platform Nov 2010 Nov 2011 ChangeAndroid 26.0% 47.0% +21.0Blackberry RIM 33.5% 6.0% -27.5Apple iOS 25.0% 43.0% +18.0All other 15.5% 4.0% -11.5 Because mobile devices are replaced often, market shares can shift quickly… Source: Nielsen
  • 24. Platform share among “recent acquirers” 24 Platform Share of recent acquirers Android 46.9% Apple iOS 44.5% RIM Blackberry 4.5% All other 4.1% Shifts like these can affect the willingness of app developers to work with a given platform. Source: Nielsen Mobile Insights (December 2011)
  • 25. Market share for leading devices 25Device 3Q 2010 3Q 2011 ChangeNokia 28.2% 23.9% -4.3Samsung 17.2% 17.8% +0.6LG 6.6% 4.8% -1.8Apple 3.2% 3.9% +0.7ZTE 1.9% 3.2% +1.3RIM 3.0% 2.9% -0.1HTC 1.6% 2.7% +1.1Motorola 2.1% 2.5% +0.4All others 36.3% 38.1% +1.8 Although Apple trails in the share of leading devices, it outpaces all providers in revenue earned from its mobile devices. Source: Gartner, November 2011
  • 26. Mobile platforms vary widely by country 26Platform USA Canada UK France Spain GermanyApple 35% 77% 42% 64% 56% 59%Blackberry 28% 8% 35%Android 27% 8% 12% 19% 20% 21%Nokia 6% 14% 8%Other* 11% 7% 12% 11% 9% 12% These figures reflect operating systems for all mobile devices in use. “Other” includes Nokia and Blackberry in markets where they are not broken out. Source: iCrossing, February 2011
  • 27. Four carriers dominate the U.S. market 27 Carrier Market share (2010) Verizon 37% AT&T 31% Sprint 16% T-Mobile 11% All others 5% Total mobile subscribers 290 million Source: Wireless Industry News
  • 28. Practical implementation advice 28 Know the devices your audience uses Track usage behaviors and be ready to adjust Create and align user-experience “maps” across platforms (web, mobile, apps) Set usage and engagement goals that track across multiple platforms Remember that a bad app is worse than no app Source: Publishing Executive; Association Media & Publishing
  • 29. Preparing for new digital models 29 Be sure that rights are well-tracked and up to date Know where your files are (ideally, in-house) Align your metadata with partner requirements If you want to sell content components, plan ahead Think globally
  • 30. If you are just getting started 30 Think EPUB Simple before enhanced If enhanced, think platform
  • 31. If you are prepared to go global 31 Direct sales? Devices and markets are complex Partners can help If geographically focused, you can choose Worldwide rights gaining in value
  • 32. Either way: “Look Homeward, Angel” 32 Subscription and component sales Cost containment and agile content Piracy can point out demand Keep up with VAT Buy and use eReaders
  • 33. Publisher options for rich-media strategies 33 Consider using one of the digital magazine vendors Market broadly (print, digital mag, app) and let the audience choose the format Don’t just give away content  Limit web-based content to a subset until registered  Limit app-based access until log-in/subscribe Where applicable, sell cross-platform advertising Source: Publishing Executive
  • 34. Mobile content consumption: core take-aways 34 Expanding rapidly Global implications Dedicated and multi-function devices Content forms evolving along with the platforms
  • 35. 35 “What matters is trying to figureLooking ahead out how to work with the audience and how to help them find out what it is they want to find. People, I think, will pay for that.” - Nick Bilton, NYT.com Source: Associations Now
  • 36. For more information 36 Book Industry Study Group (www.bisg.org) , “Consumer Attitudes Toward Digital Publishing” (two-volume study) A mobile bibliography, http://bit.ly/9iaZPQ Livres Canada Books, “Exporting digital books: A guide to best practices” Barclays Capital, “eBooks – Digital positive for once?” Outsell, “Worldwide eBooks market size and forecast report” PwC, “Turning the page: The future of eBooks” The Bookseller’s “FutureBook” annual surveys (2009 – 2011) brian.oleary@magellanmediapartners.com