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The rise of tethered appliances and implications for publishers
- 2. Imagine there are 2 groups of people…
- 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…)
- 8. Performing 5 key roles…
- 10. commissioning,
- 11. licencing,
- 12. production,
- 14. This pattern continued for decades adapting to meet new media types until…
- 15. … cheap PCs
- 17. … which disrupted everything.
- 18. Cheap PCs replaced industrial scale production tools and the web replaced industrial scale…
- 19. ...publishing
- 21. Crucially the web promised to turn…
- 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.
- 38. To assuage the fears of content creators and owners the productised publishing platforms often…
- 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