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E-publishing: an innovation show and tell: Matt Marsh
E-publishing
an innovation – show and tell
“we want to do the i-pod of reading”
Where do new reading opportunities lie?
Who is the user and what do they need?
What is the readers user experience?
What customer facing proposition?




                                                   When does reading comfort matter?

                                                When can digital play to its strengths?

                                              What technical specification is required?

                                          What kind of service component is required?
find out what will drive adoption
Ranges of Attitude Toward Technology

Types of Content Being Read

Types of Reading Behaviour

Types of Reading Locations                                      Age range

                                                     Reading Impairments

                                             Type of Transportation “Tools”

                                            Types of Motivation for Reading

                                         Range of Home Set Up / Situation

                                         Ease of Access to Reading Material

                                       Range of Digital Reading Experience
looking in interesting places
                                                                                    Tim       Crystal   D&Y   John   Tom   Lance   Tony       Cecillia   Patrick     Greig    Ian   Stephe   Bill
                                                                                                                                                                                       n            TOTAL
                                                                                    1           2       3      4     5      6       7           8          9          10      11     12      13
                                                                                                        Bay Are a                                                  New York
    A do pt i on Dr i v e r       Va ri a bl e
                                  Perishable and higher cost, i.e., novels
    Types of Content Being Read                                                     •           •       •      •     •      •                   •          •          •       •      •              11
                                  Perishable and lower cost, i.e., draft docs
                                  and magazines
                                                                                    •                   •            •      •      •                                          •              •          7
                                  Long life, and higher cost, i.e., reference
                                  and text books
                                                                                    •           •       •      •     •      •      •            •          •          •       •      •       •      13
                                  Long life and lower cost, i.e., periodicals
                                                                                                •       •            •      •      •            •          •                  •      •       •      10

                                  For pleasure
    Motivation for Reading                                                          •           •       •      •     •      •      •            •          •          •       •      •              12
                                  To distract
                                                                                                        •                          •                                                                    2
                                  Because it is required
                                                                                    •                   •            •      •                                                                •          5
                                  To Educate / Inform
                                                                                                •                           •                   •                     •       •      •       •          7

                                  Ongoing /Almost continuous
    Types of Reading Behaviour                                                                          •      •     •                          •          •                  •              •          7
                                  Intermittent
                                                                                    •Sel f                                                                            •                             2
                                  Planned
                                                                                    •   kid                          •      •      •    kid
                                                                                                                                                                                                        4
                                  Ad hoc
                                                                                                •                                  •Sel f                                            •                  3

                                  Transportation locations, i.e like planes,
    Types of Reading Location s
                                  stations and trains, etc
                                                                                                •       •                   •      •            •          •                  •      •       •          9
                                  Personal and private locations i.e., like
                                  homes
                                                                                    •           •       •      •     •      •      •            •          •          •       •      •       •      13
                                  Public locations i.e., like airports, hospitals
                                  café’s, parks and libraries
                                                                                                •              •                                           •          •                                 4
                                  Work spaces i.e., like offices and study
                                  areas
                                                                                    •                          •     •      •                              •          •       •      •                  8

                                  Advocate
    Ranges of Attitude Toward                                                       •                                       •                                                 •      •                  4
    Technolog y
                                  Pragmatists
                                                                                                •       •                          •            •                     •                                 5
                                  Resistant
                                                                                                               •     •                                     •                                 •          4
Business Innovation & Skills
the provision of commercialisation services to emerging tech sector
props, probes & stimulus
findings
Tim                                                                   Darragh & Yvonne                                                                 Crystal

Life Sketch                                      Life Sketch                                                           Life Sketch
Mid forties. Two young children. Long term       Mid to late thirties. Long term relationship No kids (yet). Ex pats   Late 20’s. Single. Shared small apartment
relationship. Large detached house in            from Ireland. Apartment in a “happening” part of San Francisco,       in a less desirable part of San Francisco.
desirable San Francisco location. Financially    and a “weekend” house in desirable, off-beat location 100 miles       Less well off financially.
comfortable.                                     north of the city. Financially comfortable.
                                                                                                                       Activity Sketch
Activity Sketch                                  Activity Sketch                                                       Personal assistant / Child carer. Politically
Senior technical writer at a software company.   Executive of hearing diagnostic company (Darragh), and, sales         active. Currently studying business studies
Aspiring Novelist. Home maker.                   executive for furniture company (Yvonne). He also has a graphic       (not an MBA type thing though). Extensive
                                                 design business (run from home). Work hard, play hard lifestyle.      public transport user. Cafe culture. Bit
Reading Sketch                                                                                                         counter culture.
Has one novel on the go most of the time.        Reading Sketch
Magazines, periodicals, and newspapers. Reads    Diverse reading habits - comics, novels, music, documentation.        Reading Sketch
daily with the kids. Not reading as much as he   Most reading takes place at the weekend house. Like to read to        An avid reader. Studying and revision. Lots
used to (no time). Lots of digital reading at    each other.                                                           of reading in "captured
work.                                                                                                                  minutes" (babysitting and travelling).
                                                 Technology sketch                                                     Reading with kids.
Technology sketch                                Laptop user and powerful desk top users. Not very techy or into
Lots of downloading and on line purchases.       gadgets, but are I-pod users and download music frequently.           Technology sketch
Extensive use of technology gadgets; I-pods,     Plenty of on-line purchasing.                                         Lap top and I-pod user. Fewer gadgets, but
smart phones, laptops, digital video, wireless                                                                         downloads music and purchases on line.
printer, HD TV in the home.
John                                                                 Tom                                                                      Lance
Life Sketch                                      Life Sketch
Later forties. No children. Lived with partner   Later thirties. Long term relationship. Small house in   Life Sketch
for 5 years +. Large house in suburban San       less desirable suburban part of San Francisco. Less      Mid fifties. No kids. Lives with a long term
Francisco.                                       comfortable financially. Considers himself to be a       partner. Very desirable large house in upmarket
                                                 "cheapskate", but spends money on books. Home            San Francisco. Very comfortable financially
Activity Sketch                                  maker.
Product manager at software company. Uses                                                                 Activity Sketch
public transport extensively. He uses the        Activity Sketch                                          Senior executive at a number of companies. His
public library as his min provider of books.     Technology writer (and partner David works in            emphasis is now on getting a good work life
                                                 publishing). Uses public transport extensively. Has a    balance. Commutes via train daily and uses this
Reading Sketch                                   hand mobility impairment/ disability. Spends lots of     time to work – considers it part of his working
Reads a newspaper daily and visits news Web      time on planes for work.                                 day. Socially and culturally active.
sites daily. Reads a book a week (pretty much
all non-fiction).                                Reading Sketch                                           Reading Sketch
                                                 An avid reader. reading is how he spends his leisure     Has a novel on the go most of the time. Reads a
Technology sketch                                time. Buys a book once a week. Both novels and           lot for work – documents as well as literature.
Knows computers and technology. Chooses          technical books going at the same time. Subscribes to    Likes magazines and periodicals
not to own a mobile phone because he             many newspapers and magazines. Reads a lot on-line
doesn’t feel that he needs it. Used to use       and on-screen at work                                    Technology sketch
Amazon a lot, but not anymore. Little                                                                     Uses internet extensively for everything.
technology in the home. Few gadgets.	
           Technology sketch                                        Downloads music, on-line games, etc.
                                                 Buys from Amazon from work. No computer at home. I-      Purchases through various sites on line
                                                 pod used as home stereo. Chooses not to have a cell      (Amazon, boutique store purchases, etc.).
                                                 phone – doesn’t need it.
Tony (& Kim)                                              Cecilia                                       Patrick                                                       Greg
Life Sketch                                                                                                                             Life Sketch
Early forties. Long term partners.         Life Sketch                                     Life Sketch                                  Mid forties. Lives alone. Single.
Recently had first child. Compact          Late twenties. Single. Lives lone in nice       Later forties. Lived with partner for five   Comfortable apartment in central
apartment in a desirable location in       apartment in nice part of Manhattan. Long       years +. No kids. Extensive apartment in     Manhattan. Financially getting by.
Manhattan. Financially getting by.         distance relationship (he is in Amsterdam).     desirable part of Manhattan. Financially
                                           Financially getting by.                         comfortable.                                 Activity Sketch
Activity Sketch                                                                                                                         Actor. Reads extensively. Travels
He is a successful photographer - she is   Activity Sketch                                 Activity Sketch                              long distance extensively (twice a
a dance teacher (theory and practice).     Legal Reference Librarian. Commutes on          Director for a legal consultancy. Commutes   year) for leisure. Uses public
Commute via train to work. Home            subway. Visits parents house where she has      by subway. Regularly runs full marathons.    transport extensively. Highly social.
makers.                                    her personal library. Works long hours to       Flying constantly to offices in the United
                                           save up vacation time.                          States.                                      Reading Sketch
Reading Sketch                                                                                                                          Has a novel or two on the go most of
Both have a book on the go most of the     Reading Sketch                                  Reading Sketch                               the time. Reads newspapers,
time. Read on the commute. Tend not to     Reads lots of second hand books. Used to lots   A passionate reader – about a book a week,   journals and magazines daily. Reads
read from screen very much. Read           of on-screen reading and extensive use of       plus others. Plus many newspapers,           script and business documents at
everyday to their child.                   content management and search tools.            periodicals and magazines.                   home.
                                           Researches before going on travel trips (at
Technology sketch                          least twice a year).                            Technology sketch                            Technology sketch
Order from Amazon. Computer savvy.                                                         Computer Savvy. Purchases and downloads      Lap top owner. I-pod user. PDA user.
Simple home desk top – no wireless. I-     Technology sketch                               on line. Uses a laptop but not for work –    Not many technology gadgets in
pod users, but tend not to purchase        Has home laptop. Standard mobile phone          games only. Few technology gadgets in        everyday life.	
  
music on-line preferring to own the CD     and no PDA. Digital camera, and I-pod, but      everyday life.	
  
and then rip it.	
                         not many technology gadgets in everyday
                                           life.	
  
Ian                                                          Stephen                                                                Bill
Life Sketch                                       Life Sketch                                     Life Sketch
Early thirties. Single. Lives in shared           Mid to late thirties. Lives alone. Single.      Late 50’s to 60’s. Lives alone. Single.
accommodation with two others. “Cool” split       Modern and large apartment in highly            Very large, upmarket apartment in
level apartment in Brooklyn, NY.                  desirable part of Manhattan. Financially        desirable part of Manhattan.
                                                  comfortable
Activity Sketch                                                                                   Activity Sketch
Works for a publishing company in electronic      Activity Sketch                                 Freelance journalist, author and
and audio books. Part time DJ. Also a writer,     Senior executive at global media company.       commentator. Also a business strategist.
commentator, journalist in music industry.        Part timer photographer. Very social. Travels   Travels extensively. Highly politically
English graduate. Part of a reading and writing   globally for business frequently. Commutes      active.
group.                                            on sub way.
                                                                                                  Reading Sketch
Reading Sketch                                    Reading Sketch                                  “On and off” novel reading. Lots of blogs,
Novel on the go pretty much all the time. Reads   An “off and on” novel reader. Extensive         lots of e-mails. News on line. A lot of
extensively on laptop at home (but lap top        reader of on-line, screen based information.    research and draft printing and reading.
doesn’t go out with him). News, information,      Lots of laptop and PDA reading. Reads lots of
Blogs, etc. Reads magazines and books when        business press and novels when he can.          Technology sketch
commuting on the subway. Enjoys zines and                                                         Likes technology to be productivity and
graphic art.                                      Technology sketch                               quality – two LCD screens. Not so techy
                                                  Lots of the very latest devices and mobile      (has two I-pods and hasn’t used them).
Technology sketch                                 services. Lots of on-line activity – both       Resistant to get mobile phone. Loves
Very technology competent – across a broad        mobile and fixed.	
                             books - but hates paper.	
  
range of media and devices. Extensive use of
internet for download and or purchasing.	
  
reading reality
digital opportunities
when comfort matters
Demanding-ness of task
(comprehension x Interpretation)
                                                                                                   -    Engagement
                                                                 Business            Academic &    -    Immersiveness
             Technical reading
                                                                 documentation       educational
                                                                                                   -    Accuracy
                                                                      Novels                       -    Pleasure

                          Texts                                            Periodicals


                                                                     Sunday
                        Articles
                                                                     newspapers
                                                            Daily
                                                            newspapers

                    Paragraphs                         Gossip magazines
                                      Reference

                                        News headlines
                     One liners         & summaries - web news
                   & strap lines
                                   Web search
                                                                                                   Size of reading “chunk”
                                   Seconds     1-2        5                          Two hours
                                             minutes   minutes
easy aggregation
design translation
winning proposition
The target user
-    Time poor and interrupted readers
-    They find it hard to make time to do it and get it properly organised
-    Find it hard to get “good” books and keep them close at hand at all times.
-    They are probably reluctant buyers, independently minded and poorly
     informed.
Key features
-    Improved access to personal “stockpile” of reading matter always at arms
     reach.
-    Improved service – selection previewing, reviewing, aggregating and open
     source.
-    Undemanding interaction and appearance.

The usage contexts
-    Places where people are fitting their reading into and around their lives –
     commuting, waiting, downtime or breaks.
-    This includes, trains, station platforms, desks, armchairs, kitchens, beds.
-    This means that the device needs to be highly portable and robust.
design principles

•  Unapologetic
•  Undemanding
•  Flexible
•  Simple
•  Robust
E-publishing: an innovation show and tell: Matt Marsh
E-publishing: an innovation show and tell: Matt Marsh
E-publishing: an innovation show and tell: Matt Marsh
end.


              Contact : Matt Marsh
       matt.marsh@firsthandexperience.net

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E-publishing: an innovation show and tell: Matt Marsh

  • 3. “we want to do the i-pod of reading” Where do new reading opportunities lie? Who is the user and what do they need? What is the readers user experience? What customer facing proposition? When does reading comfort matter? When can digital play to its strengths? What technical specification is required? What kind of service component is required?
  • 4. find out what will drive adoption Ranges of Attitude Toward Technology Types of Content Being Read Types of Reading Behaviour Types of Reading Locations Age range Reading Impairments Type of Transportation “Tools” Types of Motivation for Reading Range of Home Set Up / Situation Ease of Access to Reading Material Range of Digital Reading Experience
  • 5. looking in interesting places Tim Crystal D&Y John Tom Lance Tony Cecillia Patrick Greig Ian Stephe Bill n TOTAL 1 2 3 4 5 6 7 8 9 10 11 12 13 Bay Are a New York A do pt i on Dr i v e r Va ri a bl e Perishable and higher cost, i.e., novels Types of Content Being Read • • • • • • • • • • • 11 Perishable and lower cost, i.e., draft docs and magazines • • • • • • • 7 Long life, and higher cost, i.e., reference and text books • • • • • • • • • • • • • 13 Long life and lower cost, i.e., periodicals • • • • • • • • • • 10 For pleasure Motivation for Reading • • • • • • • • • • • • 12 To distract • • 2 Because it is required • • • • • 5 To Educate / Inform • • • • • • • 7 Ongoing /Almost continuous Types of Reading Behaviour • • • • • • • 7 Intermittent •Sel f • 2 Planned • kid • • • kid 4 Ad hoc • •Sel f • 3 Transportation locations, i.e like planes, Types of Reading Location s stations and trains, etc • • • • • • • • • 9 Personal and private locations i.e., like homes • • • • • • • • • • • • • 13 Public locations i.e., like airports, hospitals café’s, parks and libraries • • • • 4 Work spaces i.e., like offices and study areas • • • • • • • • 8 Advocate Ranges of Attitude Toward • • • • 4 Technolog y Pragmatists • • • • • 5 Resistant • • • • 4
  • 6. Business Innovation & Skills the provision of commercialisation services to emerging tech sector
  • 7. props, probes & stimulus
  • 9. Tim Darragh & Yvonne Crystal Life Sketch Life Sketch Life Sketch Mid forties. Two young children. Long term Mid to late thirties. Long term relationship No kids (yet). Ex pats Late 20’s. Single. Shared small apartment relationship. Large detached house in from Ireland. Apartment in a “happening” part of San Francisco, in a less desirable part of San Francisco. desirable San Francisco location. Financially and a “weekend” house in desirable, off-beat location 100 miles Less well off financially. comfortable. north of the city. Financially comfortable. Activity Sketch Activity Sketch Activity Sketch Personal assistant / Child carer. Politically Senior technical writer at a software company. Executive of hearing diagnostic company (Darragh), and, sales active. Currently studying business studies Aspiring Novelist. Home maker. executive for furniture company (Yvonne). He also has a graphic (not an MBA type thing though). Extensive design business (run from home). Work hard, play hard lifestyle. public transport user. Cafe culture. Bit Reading Sketch counter culture. Has one novel on the go most of the time. Reading Sketch Magazines, periodicals, and newspapers. Reads Diverse reading habits - comics, novels, music, documentation. Reading Sketch daily with the kids. Not reading as much as he Most reading takes place at the weekend house. Like to read to An avid reader. Studying and revision. Lots used to (no time). Lots of digital reading at each other. of reading in "captured work. minutes" (babysitting and travelling). Technology sketch Reading with kids. Technology sketch Laptop user and powerful desk top users. Not very techy or into Lots of downloading and on line purchases. gadgets, but are I-pod users and download music frequently. Technology sketch Extensive use of technology gadgets; I-pods, Plenty of on-line purchasing. Lap top and I-pod user. Fewer gadgets, but smart phones, laptops, digital video, wireless downloads music and purchases on line. printer, HD TV in the home.
  • 10. John Tom Lance Life Sketch Life Sketch Later forties. No children. Lived with partner Later thirties. Long term relationship. Small house in Life Sketch for 5 years +. Large house in suburban San less desirable suburban part of San Francisco. Less Mid fifties. No kids. Lives with a long term Francisco. comfortable financially. Considers himself to be a partner. Very desirable large house in upmarket "cheapskate", but spends money on books. Home San Francisco. Very comfortable financially Activity Sketch maker. Product manager at software company. Uses Activity Sketch public transport extensively. He uses the Activity Sketch Senior executive at a number of companies. His public library as his min provider of books. Technology writer (and partner David works in emphasis is now on getting a good work life publishing). Uses public transport extensively. Has a balance. Commutes via train daily and uses this Reading Sketch hand mobility impairment/ disability. Spends lots of time to work – considers it part of his working Reads a newspaper daily and visits news Web time on planes for work. day. Socially and culturally active. sites daily. Reads a book a week (pretty much all non-fiction). Reading Sketch Reading Sketch An avid reader. reading is how he spends his leisure Has a novel on the go most of the time. Reads a Technology sketch time. Buys a book once a week. Both novels and lot for work – documents as well as literature. Knows computers and technology. Chooses technical books going at the same time. Subscribes to Likes magazines and periodicals not to own a mobile phone because he many newspapers and magazines. Reads a lot on-line doesn’t feel that he needs it. Used to use and on-screen at work Technology sketch Amazon a lot, but not anymore. Little Uses internet extensively for everything. technology in the home. Few gadgets.   Technology sketch Downloads music, on-line games, etc. Buys from Amazon from work. No computer at home. I- Purchases through various sites on line pod used as home stereo. Chooses not to have a cell (Amazon, boutique store purchases, etc.). phone – doesn’t need it.
  • 11. Tony (& Kim) Cecilia Patrick Greg Life Sketch Life Sketch Early forties. Long term partners. Life Sketch Life Sketch Mid forties. Lives alone. Single. Recently had first child. Compact Late twenties. Single. Lives lone in nice Later forties. Lived with partner for five Comfortable apartment in central apartment in a desirable location in apartment in nice part of Manhattan. Long years +. No kids. Extensive apartment in Manhattan. Financially getting by. Manhattan. Financially getting by. distance relationship (he is in Amsterdam). desirable part of Manhattan. Financially Financially getting by. comfortable. Activity Sketch Activity Sketch Actor. Reads extensively. Travels He is a successful photographer - she is Activity Sketch Activity Sketch long distance extensively (twice a a dance teacher (theory and practice). Legal Reference Librarian. Commutes on Director for a legal consultancy. Commutes year) for leisure. Uses public Commute via train to work. Home subway. Visits parents house where she has by subway. Regularly runs full marathons. transport extensively. Highly social. makers. her personal library. Works long hours to Flying constantly to offices in the United save up vacation time. States. Reading Sketch Reading Sketch Has a novel or two on the go most of Both have a book on the go most of the Reading Sketch Reading Sketch the time. Reads newspapers, time. Read on the commute. Tend not to Reads lots of second hand books. Used to lots A passionate reader – about a book a week, journals and magazines daily. Reads read from screen very much. Read of on-screen reading and extensive use of plus others. Plus many newspapers, script and business documents at everyday to their child. content management and search tools. periodicals and magazines. home. Researches before going on travel trips (at Technology sketch least twice a year). Technology sketch Technology sketch Order from Amazon. Computer savvy. Computer Savvy. Purchases and downloads Lap top owner. I-pod user. PDA user. Simple home desk top – no wireless. I- Technology sketch on line. Uses a laptop but not for work – Not many technology gadgets in pod users, but tend not to purchase Has home laptop. Standard mobile phone games only. Few technology gadgets in everyday life.   music on-line preferring to own the CD and no PDA. Digital camera, and I-pod, but everyday life.   and then rip it.   not many technology gadgets in everyday life.  
  • 12. Ian Stephen Bill Life Sketch Life Sketch Life Sketch Early thirties. Single. Lives in shared Mid to late thirties. Lives alone. Single. Late 50’s to 60’s. Lives alone. Single. accommodation with two others. “Cool” split Modern and large apartment in highly Very large, upmarket apartment in level apartment in Brooklyn, NY. desirable part of Manhattan. Financially desirable part of Manhattan. comfortable Activity Sketch Activity Sketch Works for a publishing company in electronic Activity Sketch Freelance journalist, author and and audio books. Part time DJ. Also a writer, Senior executive at global media company. commentator. Also a business strategist. commentator, journalist in music industry. Part timer photographer. Very social. Travels Travels extensively. Highly politically English graduate. Part of a reading and writing globally for business frequently. Commutes active. group. on sub way. Reading Sketch Reading Sketch Reading Sketch “On and off” novel reading. Lots of blogs, Novel on the go pretty much all the time. Reads An “off and on” novel reader. Extensive lots of e-mails. News on line. A lot of extensively on laptop at home (but lap top reader of on-line, screen based information. research and draft printing and reading. doesn’t go out with him). News, information, Lots of laptop and PDA reading. Reads lots of Blogs, etc. Reads magazines and books when business press and novels when he can. Technology sketch commuting on the subway. Enjoys zines and Likes technology to be productivity and graphic art. Technology sketch quality – two LCD screens. Not so techy Lots of the very latest devices and mobile (has two I-pods and hasn’t used them). Technology sketch services. Lots of on-line activity – both Resistant to get mobile phone. Loves Very technology competent – across a broad mobile and fixed.   books - but hates paper.   range of media and devices. Extensive use of internet for download and or purchasing.  
  • 15. when comfort matters Demanding-ness of task (comprehension x Interpretation) -  Engagement Business Academic & -  Immersiveness Technical reading documentation educational -  Accuracy Novels - Pleasure Texts Periodicals Sunday Articles newspapers Daily newspapers Paragraphs Gossip magazines Reference News headlines One liners & summaries - web news & strap lines Web search Size of reading “chunk” Seconds 1-2 5 Two hours minutes minutes
  • 18. winning proposition The target user - Time poor and interrupted readers -  They find it hard to make time to do it and get it properly organised -  Find it hard to get “good” books and keep them close at hand at all times. -  They are probably reluctant buyers, independently minded and poorly informed. Key features - Improved access to personal “stockpile” of reading matter always at arms reach. -  Improved service – selection previewing, reviewing, aggregating and open source. - Undemanding interaction and appearance. The usage contexts -  Places where people are fitting their reading into and around their lives – commuting, waiting, downtime or breaks. - This includes, trains, station platforms, desks, armchairs, kitchens, beds. -  This means that the device needs to be highly portable and robust.
  • 19. design principles •  Unapologetic •  Undemanding •  Flexible •  Simple •  Robust
  • 23. end. Contact : Matt Marsh matt.marsh@firsthandexperience.net