Read 2.0 is mobile (and global)                     NFAIS MOBILE workshop                            MARCH 16, 2012
This morning’s presentation                          2 A mobile context Global trends Current options for mobile conten...
Mobile content consumption: core take-aways                          3 Expanding rapidly Global implications Dedicated ...
Headlines (begin to) tell the tale                4
Things are changing fast, and faster                           5 Smartphone use grew an estimated 40% in 2011 Social net...
Mobile is busting out all over                           6 US leads the way Significant expansion expected in UK, France...
Digital reading in major markets               7                    Sources: Barclays Capital, PwC, Magellan analysis
Digital reading in emerging markets                 8                      Sources: Barclays Capital, PwC, Magellan analysis
How do you qualify emerging markets?                            9 Affordable, attractive eReading devices Wide range of ...
Keys to mobile reading success                             10 Wireless coverage Seamless transactions Extensive content...
Technology: changing the reading landscape                                11 Content forms are evolving as platforms emer...
Already: iPad eating away at print news                                   12 University of Missouri survey of 1,600 iPad ...
The appeal of mobile reading                           13 Portable Searchable Broader selection “In the moment” (immed...
A cross-section of digital content models                        14Typically supported          Opportunity to develop  us...
Mobile reading segments: a range …                             15• Sony Reader       • Apple iPad    • iPhone (Apple)• Ama...
… with differing use profiles              16                           Source: Nielsen, February 2011
Part of an evolving e-reading value chain                    17                           Source: Forrester Research; Mage...
Designing for mobile is “the new black”                            18 Desired: a consistent user experience across multip...
A significant challenge: formats               19       Today: Device +    Format + Discovery +        Acquisition +    In...
Proliferation of file types and DRM options                               20Segment          OptionsFile types       RTF a...
Salvation in the cloud?           21
Platforms, devices and carriers              22                   Leading platforms                    Apple iPhone OS   ...
Market share for smartphone platforms                                          23Platform                     Nov 2010    ...
Platform share among “recent acquirers”                                  24   Platform                            Share of...
Market share for leading devices                                            25Device                          3Q 2010     ...
Mobile platforms vary widely by country                                         26Platform         USA      Canada        ...
Four carriers dominate the U.S. market                              27   Carrier                         Market share (201...
Practical implementation advice                          28 Know the devices your audience uses Track usage behaviors an...
Preparing for new digital models                           29 Be sure that rights are well-tracked and up to date Know w...
If you are just getting started                           30 Think EPUB Simple before enhanced If enhanced, think platf...
If you are prepared to go global                           31 Direct sales? Devices and markets are complex Partners can...
Either way: “Look Homeward, Angel”                          32 Subscription and component sales Cost containment and agi...
Publisher options for rich-media strategies                                 33 Consider using one of the digital magazine...
Mobile content consumption: core take-aways                          34 Expanding rapidly Global implications Dedicated...
35                “What matters is trying to figureLooking ahead                out how to work with the                au...
For more information                                    36 Book Industry Study Group (www.bisg.org) , “Consumer Attitudes...
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Read 2 is mobile (and global)

  1. 1. Read 2.0 is mobile (and global) NFAIS MOBILE workshop MARCH 16, 2012
  2. 2. This morning’s presentation 2 A mobile context Global trends Current options for mobile content consumption Implications for content creation and management
  3. 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. 4. Headlines (begin to) tell the tale 4
  5. 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. 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. 7. Digital reading in major markets 7 Sources: Barclays Capital, PwC, Magellan analysis
  8. 8. Digital reading in emerging markets 8 Sources: Barclays Capital, PwC, Magellan analysis
  9. 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. 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. 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. 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. 13. The appeal of mobile reading 13 Portable Searchable Broader selection “In the moment” (immediate, interactive, relevant, updated) Increasingly “webby”: open, social, linked
  14. 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. 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. 16. … with differing use profiles 16 Source: Nielsen, February 2011
  17. 17. Part of an evolving e-reading value chain 17 Source: Forrester Research; Magellan research
  18. 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. 19. A significant challenge: formats 19 Today: Device + Format + Discovery + Acquisition + Installation + DRM = “Confusion” “Confusion” courtesy Peter Brantley, Internet Archive
  20. 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. 21. Salvation in the cloud? 21
  22. 22. Platforms, devices and carriers 22 Leading platforms  Apple iPhone OS  Android  Windows  Blackberry
  23. 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. 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. 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. 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. 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. 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. 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. 30. If you are just getting started 30 Think EPUB Simple before enhanced If enhanced, think platform
  31. 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. 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. 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. 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. 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. 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
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