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Old Media, New Media, the productisation of publishing and the tethered appliance
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Old Media, New Media, the productisation of publishing and the tethered appliance


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General thoughts on web2.0, productisation of publishing and tethered appliances like ipods and ipads and iphones and kindles and....

General thoughts on web2.0, productisation of publishing and tethered appliances like ipods and ipads and iphones and kindles and....

Published in: Technology, Business

  • Nice one. Thank you.
    I pray lock-in will always be overflow by universality and creativity.

    I think the future will be creators, marketers, brokerage and clients.
    As technicaly and, to simplify, for free, everyone can publish a content, this make every content reachable. But be reachable - oh yes I made a song and you can listen to it on my site - doesn't make you reached. Because you are just a drop in an ocean and the ocean is just growing. To get the part of the limited attention of the client, you need marketer and brokerage to connect, you as a creator, to your clients. Whatever the lock-in.
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  • Interesting. This focus on a distribution model also means people miss the strengths of old media - finding signal from the noise, talent spotting, culture making - which are still needed in a world of universal access to publication. But I agree that the people who do that should be on a level playing field, and distinguish themselves by their creativity, not their licence agreements.
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  • 1. Old media, new media, the productisation of publishing
    • and the tethered appliance
  • 2. Imagine there are 2 groups of people…
  • 3. Creative type people…
  • 4. … and consumers
  • 5. Real life tends to be a bit more blurry… …but it’s easier to draw like this 
  • 6. Old style media organisations… (newspapers, magazines, broadcasters, record labels…)
  • 7. ...acted as matchmakers
  • 8. Performing 5 key roles…
  • 9. … talent spotting,
  • 10. commissioning,
  • 11. licencing,
  • 12. production,
  • 13. and distribution.
  • 14. This pattern continued for decades adapting to meet new media types until…
  • 15. … cheap PCs
  • 16. and the internet/web…
  • 17. … which disrupted everything.
  • 18. Cheap PCs replaced industrial scale production tools and the web replaced industrial scale…
  • 19. ...publishing
  • 20. … and distribution
  • 21. Crucially the web promised to turn…
  • 22. creators to consumers
  • 23. consumers to creators
  • 24. The great democratisation of opinion / knowledge.
  • 25. But there was still a price of entry.
  • 26. Setting up and maintaining servers, installing and upgrading code…
  • 27. Web 2.0
  • 28. … was about many things but one of the key things was…
  • 29. … the commoditisation / productisation of web publishing.
  • 30. Wordpress Blogger Flickr YouTube Amazon iTunes Twitter Facebook
  • 31. All lowered the barrier
  • 32. … for everyone
  • 33. Even old school media organisations started to use the new publishing platforms in an attempt to…
  • 34. … chase the audience
  • 35. But using the new publishing platforms comes at a price.
  • 36.  
  • 37. … compromising rights
  • 38. To assuage the fears of content creators and owners the productised publishing platforms often…
  • 39. … incorporated DRM
  • 40. … in an attempt to restrict copyright ‘violation’ by users…
  • 41. … whilst simultaneously claiming liberal licencing for themselves and third parties.
  • 42. Many publishers chose different DRM technologies and proprietary file formats…
  • 43. … locking in users to their services.
  • 44. Recently we’ve seen the rise of ‘tethered appliances’…
  • 45. iPod iPad iPhone Kindle IRiver Story Sony Touch Sky+ Tivo
  • 46. … which provide further publisher platform…
  • 47. … lock-in…
  • 48. … via content stores and app stores…
  • 49. … eroding competition, consumer choice and innovation.
  • 50. And importantly re-establish the barriers between content creators and content consumers…
  • 51. So whilst a PC can be used for… communication consumption creation
  • 52. … a tethered appliance can only be used for…
  • 53. The Web is designed as a universal space. Its universality is its most important facet. I spend many hours giving talks just to emphasize this point. The success of the Web stems from its universality as do most of the architectural constraints.
  • 54. The locked-in, tethered appliance is not, by definition, universal .
  • 55. But it’s also not without benefits
  • 56. By policing the code that can be installed we’re protected from our own stupidity
  • 57. Firmware updates keep things up to date by adding functionality
  • 58. But what’s given can be taken away
  • 59. Centralised control and firmware updates mean you don’t own functionality or content…
  • 60. … you rent it
  • 61. Meaning the door is left open for post-‘purchase’ censorship (Search for ‘TiVo v. Echostar’ and ‘Kindle censorship’)
  • 62. … and more worryingly…
  • 63. … post-‘purchase’ surveillance (Search for ‘remote eavesdropping cell phone’)
  • 64. For old media companies there’s a particular problem.
  • 65. If you know what your users have watched, read, bought…
  • 66. … you can better predict and influence what they’ll watch, read and buy in the future. (let’s call it the Tesco Loyalty Card model)
  • 67. The web (unlike print publishing or broadcast) gives easy access to real time…
  • 68. … user stats / feedback
  • 69. By owning the gateway to content the productised publishing platforms…
  • 70. … also own the user / customer / audience relationship.
  • 71. If you’re an old media company wondering how your business model adapts to the tethered appliance…
  • 72. … the message is you no longer have a business model…
  • 73. … because you no longer own your customer relationship
  • 74. But there is a way out…
  • 75. … the web browser is still universal …
  • 76. … allowing you to retain control of your customer relationship…
  • 77. So use the web and use web standards
  • 78. In conclusion
  • 79. From the old media model of talent spotting, commissioning, licencing, production and distribution…
  • 80. … we run the risk of a ‘social media’ model of cheap content acquisition, proprietary lock-in and borrowed customer relationship…
  • 81. … and miss the promise of web universality en route.
  • 82. Or buy a book / get a library ticket 