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Co-Existence 書藝共生(2011.07.25)

Co-Existence 書藝共生(2011.07.25)



“Reinventing Books in Generation I” Seminar (Co-organized by GAAHK & HKPPS) ...

“Reinventing Books in Generation I” Seminar (Co-organized by GAAHK & HKPPS)
「書藝重生@Gener​ation I」研討會

The Seminar can be viewed in YouTube



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    Co-Existence 書藝共生(2011.07.25) Co-Existence 書藝共生(2011.07.25) Presentation Transcript

    • 書藝共生Co-existence俞真(Calvin Yu)@「書藝重生@Generation I」研討會@ “Reinventing Books in Generation I” Seminar2011.07.25
    • 一次改變心態的游泳 A Mind-Shifting Swim
    • North Pole Swim vs.極地與高峰 Everest Swim
    • 心態Mindset• 「一些事以前運作得很好,並不代表 將來也能同樣發揮作用。現在我在做 任何事之前,都會問自己到底需要怎 樣的心態,才可妥善處理這件事。」• “Just because something has worked in the past so well, doesnt mean its going to work in the future. And similarly, now, before I do anything, I ask myself what type of mindset do I require to successfully complete a task.”
    • 心態Mindset• 「第二樣我學懂的事情是徹底而有策 略的轉變。」• “And then the second lesson, the radical, tactical shift.”
    • Publishing industry出版印刷行業不再一樣 is no longer the same
    • 出版印刷行業面對的挑戰 Publishing Industry’s Challenges
    • The Need for Reading閱讀的需要不變 Remains Unchanged
    • 閱讀方式不再一樣 The Way We Read Changes
    • 太多新可能性 Too many new possibilities
    • 太多新可能性Too many possibilities• 社交媒體及流動平台的衝擊 Strike of social media & mobile platforms• 閱讀經驗的改變 Changing reading experience• 閱讀期望(內容、時間、形式等)的 改變 Changing reading expectation (content, timing, format, etc.)• 書本數碼化 vs. 數碼出版 Digitized Book vs. Digital Publishing
    • 導賞式電腦應用 Curated Computing
    • 導賞式電腦應用Curated Computing• 後個人電腦時代 Post-PC Era • 用戶為本+無需個人電腦 User Centric + PC-Free• 少一些選擇,多一些關聯 Less Choices, More Relevance • 水平更高,門檻更低 Raise the bar with lower barriers
    • 導賞式電腦應用Curated Computing• 收窄因技術水平產生的數碼鴻溝 Narrow technical digital divide • 電子資訊的新用戶 New users of digital information
    • 期望 Expectation
    • 期望Expectation• 可使用 Available and Approachable• 可搜尋 Searchable• 可自訂 Customizable • 讀者產生內容 Reader-generated content• 可分享 Shareable
    • 期望Expectation• 適切的資訊 Right Information• 適合的平台 Right Platform• 需要的時間 Right Time• 合用的形式 Right Form
    • The Time Constraint時間限制不變 Remains Unchanged
    • The Way We Spend Time時間運用不再一樣 Changes
    • 有太多要閱讀的資訊 Too much to read
    • 太多要閱讀的資訊Too much to read• 通訊 Communication • 電郵,短訊,即時訊息,信件, 等等 Email, SMS, Instant Messages, Letters, etc.• 資訊 Information • 新聞,廣告,生活資訊,等等 News, Advertisement, Lifestyle Information, etc.
    • 有太多媒體可供選擇 Too many media choices
    • 太多媒體Too many media• 傳統媒體 Traditional media • 報紙、雜誌、書、電視、電影、 電台等等 Press, Magazine, Book, TV, Movie, Radio etc.• 新媒體 New media • 網頁,博客,Facebook,Twitter, Podcast, YouTube, 等等 Web, Blog, Facebook, Twitter, Podcast, YouTube etc.
    • 太多媒體Too many media• 資訊超載 Information overload• 噪音充斥 Too much noise• 相對閱讀書本時間減少 Less time for reading• 即食文化 Bite-sized content consumption• 讀者期望有所轉變 Changing expectation of readers
    • 興趣的觸發點 Triggering Point
    • 社群新經濟時代 Socialnomics
    • 興趣的觸發點Triggering Point• 2009.08出版 / 2010.11更新 Published in 2009.08 / Revised in 2010.11• 推廣影片(2009、2010、2011) Promo Videos (2009, 2010, 2011)• 總觀看人次超過560萬 Over 5.6 million views• 在所有主要書店及電子平台有售 Available in all major bookstores & eReaders
    • The Desire to Share分享的冀望不變 Remains Unchanged
    • The Way We Share分享方式不再一樣 Changes
    • 人人皆可發表 We All Publish
    • Sharing through trusted透過可信任連繫分享日益重要 connection matters
    • 分享Share• 運用新分享模式接觸潛在讀者 Embrace new sharing mode to reach potential readers• 眾口相傳遠勝硬銷廣告 Word of Mouth really matters• 賦權讓讀者成為代理人 Empower readers to become agents
    • 核心價值 Core Values
    • 核心價值Core Values• 一些例子 Some examples • 戲院:DVD/Blu-ray的挑戰 Cinmea: DVD/Blu-ray challenges • 郵局:電郵的挑戰 Post Office: Email challenges
    • 核心價值Core Values• 出版的核心價值:內容 Core Values of Publishing: Content• 印刷的核心價值 Core Values of Printing • 質感 Texture • 美感 Aesthetic • 情感 Emotion
    • 何去何從? Way Out?
    • 何去何從Way Out• 內容的協同效應 Content synergy• 內容表現形式多樣化 Diversified mode of content delivery• 優化出版流程 Streamlining of publishing workflow• 互相補足,服務不同需要 Complement and Differentiation
    • 何去何從Way Out• 善用社交媒體及流動平台,為數碼出 版及傳統出版開創新局面 Embrace Social Media and Mobile Platforms to make a difference for both digital publishing and traditional publishing • 興趣觸發點的轉變:跨媒體推廣 Changing triggering point: Cross-Media Marketing • 體驗、傳頌與分享的威力 The Power of Experience, Word of Mouth and Share
    • 何去何從Way Out• 要內容與用戶經驗並重 Emphasis on both content and user experience • 印刷精品化 Quality printing • 按需印刷 Print on demand • 讀者參與 Reader participation • Amazon / Wiley 經驗 Amazon / Wiley experience
    • 何去何從Way Out• 產品生命週期 Product life cycle • 剩餘價值 Residual value • 釋放潛在價值 Release hidden value • 以數碼出版及按需印刷作延續 Extend life cycle through digital publishing and print on demand • 長尾 Long Tail
    • Solidify, Deepen, Extend閱讀體驗的鞏固、深化、延伸 Reading Experience
    • 你準備好了嗎?Are you ready?