0
Making Mobile Work <ul><li>Taking Advantage of the Coming Era of Mobile Content  </li></ul>
Images of Mobile Past
Images of Mobile Present
Images of Mobile Future
The Ghost of Technology Past <ul><li>Q: Where have we heard these comments? </li></ul><ul><li>“ The print is too small to ...
Ghosts of Technology Past <ul><li>A: The Paperback Book when it was first released. </li></ul>
Ghosts of Technology Past <ul><li>Reference: “A History of Paperback Books” </li></ul><ul><li>http://paperbarn.www1.50megs...
Ghosts of Technology Past <ul><li>The Original Small Screen </li></ul>
The Cell Phone Space <ul><li>2.5 BILLION > 4 BILLION vs. 1 BILLION </li></ul>
The Cell Phone Space <ul><li>MAKE THE GLOBAL LOCAL </li></ul><ul><li>MAKE THE LOCAL  GLOBAL </li></ul>
The Mobile Internet vs. Regular Internet <ul><li>WAP!!! </li></ul>
Making Mobile Work <ul><li>Sample of Comic Book we created for distribution via cell phone </li></ul>
Making Mobile Work <ul><li>WHERE’S THE MONEY??? </li></ul>
Regular vs. Mobile Internet <ul><li>Proprietary vs. Generic Solutions </li></ul><ul><li>Proprietary: Sony e-Book, Kindle R...
Current Work on Mobile at ICC Macmillan <ul><li>SO IS THERE A MARKET? </li></ul>
Distribution Solution <ul><li>RULE 1: DON’T FOCUS ON THE US. </li></ul>
The Future of Mobile <ul><li>Mobile IS the Internet in many developing countries. </li></ul><ul><li>m-learning opportuniti...
Making Mobile Work <ul><li>OPPORTUNITY 1: DELIVERING EDUCATIONAL MATERIALS </li></ul>
Making Mobile Work <ul><li>Introducing Jon White from Macmillan Education </li></ul>
Distribution Solution <ul><ul><li>RULE 2: AVOID EXCLUSIVITY </li></ul></ul>
Making Mobile Work <ul><li>Are you On Deck or Off Deck?  </li></ul>
Making Mobile Work <ul><li>OPPORTUNITY 2: </li></ul><ul><li>Go Global with Mobile </li></ul>
Making Mobile Work <ul><li>75+ Mobile Phone Companies </li></ul><ul><li>150+ Countries </li></ul><ul><li>Equals a potentia...
The Cell Phone Space <ul><li>MAKE THE GLOBAL LOCAL </li></ul><ul><li>MAKE THE LOCAL  GLOBAL </li></ul>
Making Mobile Work <ul><li>Mobile allows you to Aggregate your communities of interest globally. </li></ul>
Making Mobile Work <ul><li>OPPORTUNITY 3: Customize your content. </li></ul>
The Cell Phone Space <ul><li>3 Key Facts About Mobile </li></ul><ul><li>Normal use: 7–10 minute involvement period forcing...
Making Mobile Work <ul><li>Slice, dice, disaggregate, re-aggregate </li></ul>
Some Quick Statistics <ul><li>RULE 3: TARGET EVERYONE </li></ul>
Some Quick Statistics <ul><li>82% of all US/Western European consumers now have access to the Mobile Internet on their Mob...
Some Quick Statistics <ul><li>20% of Mobile users have paid for content on their phones </li></ul><ul><li>Highest Category...
Making Mobile Work <ul><li>OPPORTUNITY 4: </li></ul><ul><li>Develop Your FMO </li></ul><ul><li>(For Mobile Only)  Content ...
Making Mobile Work <ul><li>Introducing Doris Booth from Authorlink and CelebWire </li></ul>
Making Mobile Work <ul><li>CelebWire on Mobile </li></ul>
Making Mobile Work <ul><li>RULE 4: EXPECT CHANGE </li></ul>
The Mobile Future <ul><li>The iPhone has dramatically increased consumer awareness of mobile capabilities. </li></ul>
The Mobile Future <ul><li>Consumers have shown their clear preference for “do-it-all” devices rather than stand alones. </...
Making Mobile Work <ul><li>Other devices will also be launching this Fall: </li></ul><ul><ul><li>Bigger Screen size </li><...
The Mobile Future <ul><li>Opening up the Airwaves </li></ul><ul><ul><li>700 MHZ Spectrum </li></ul></ul><ul><ul><li>Recent...
The Future of Content <ul><li>When asked at a recent conference where he saw Google’s biggest future growth prospects, Ser...
The Future of Content <ul><li>“ Mobile, Mobile, Mobile.” </li></ul>
The Mobile Future <ul><li>Microsoft is also making major moves in this area so is Nokia. </li></ul>
The Mobile Future <ul><li>Rule 5: Think outside the book  um,  box. </li></ul>
The Mobile Future
The Mobile Future <ul><li>OPPORTUNITY 5: </li></ul><ul><li>NEW MEANS OF MONETIZING YOUR CONTENT </li></ul>
The Mobile Future <ul><li>Pay per view </li></ul><ul><li>Subscriptions </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Bundl...
The Mobile Future <ul><li>New Creative Opportunities: </li></ul><ul><ul><li>Multiple version stories and poems </li></ul><...
The Mobile Future <ul><ul><li>Multi-lingual overlays (e.g. Sefer Yetzirah) with color graphics and sound tracks </li></ul>...
The Mobile Future <ul><li>Introducing Adeena Karasick ‘the World’s First Mobile Poet’ </li></ul>
The Mobile Future
The Mobile Future <ul><li>That’s SOOO Cliché!!! </li></ul>
Turn Your Cell Phones ON <ul><li>To check out MPS Mobile on your cell phone now do the following: </li></ul><ul><ul><li>IN...
Recent Advertisement in PW
Recent Advertisement in PW Daily
1466 NW Naito Parkway, Suite 200, Portland, Oregon 97209 Phone 503-221-9911, Fax 503-221-0956 contact: Bob Kasher [email_a...
Upcoming SlideShare
Loading in...5
×

Making Mobile Work Presentation

410

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
410
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Monetizing the cell phone space We can produce cell phone ready files Through our partnership with InfoSpace we can make your material available throughout the world, micro-billing included Subscriber fees and packages Cell phone use royalties Cellular Book Promotion
  • Sprint, AT&amp;T; not Verizon
  • Transcript of "Making Mobile Work Presentation"

    1. 1. Making Mobile Work <ul><li>Taking Advantage of the Coming Era of Mobile Content </li></ul>
    2. 2. Images of Mobile Past
    3. 3. Images of Mobile Present
    4. 4. Images of Mobile Future
    5. 5. The Ghost of Technology Past <ul><li>Q: Where have we heard these comments? </li></ul><ul><li>“ The print is too small to read.” </li></ul><ul><li>“ I like having the feel of a book to hold when I read it.” </li></ul><ul><li>“ It won’t be easy to read at the beach.” </li></ul><ul><li>“ Its not a REAL book.” </li></ul><ul><li>“ It won’t last.” </li></ul><ul><li>“ The format is too tiny to hold comfortably.” </li></ul><ul><li>“ Who would want to read ‘War and Peace’ on it.” </li></ul><ul><li>“ Serious authors will never embrace it.” </li></ul>
    6. 6. Ghosts of Technology Past <ul><li>A: The Paperback Book when it was first released. </li></ul>
    7. 7. Ghosts of Technology Past <ul><li>Reference: “A History of Paperback Books” </li></ul><ul><li>http://paperbarn.www1.50megs.com/Paperbacks/index.htm </li></ul>
    8. 8. Ghosts of Technology Past <ul><li>The Original Small Screen </li></ul>
    9. 9. The Cell Phone Space <ul><li>2.5 BILLION > 4 BILLION vs. 1 BILLION </li></ul>
    10. 10. The Cell Phone Space <ul><li>MAKE THE GLOBAL LOCAL </li></ul><ul><li>MAKE THE LOCAL GLOBAL </li></ul>
    11. 11. The Mobile Internet vs. Regular Internet <ul><li>WAP!!! </li></ul>
    12. 12. Making Mobile Work <ul><li>Sample of Comic Book we created for distribution via cell phone </li></ul>
    13. 13. Making Mobile Work <ul><li>WHERE’S THE MONEY??? </li></ul>
    14. 14. Regular vs. Mobile Internet <ul><li>Proprietary vs. Generic Solutions </li></ul><ul><li>Proprietary: Sony e-Book, Kindle Reader, Rocket Book </li></ul><ul><ul><li>Idea is that you will get a more book like reading experience </li></ul></ul><ul><li>Generic: Works on any device that is web enabled </li></ul><ul><ul><li>Idea is that you will be able to access print content on any kind of web enabled device. </li></ul></ul>
    15. 15. Current Work on Mobile at ICC Macmillan <ul><li>SO IS THERE A MARKET? </li></ul>
    16. 16. Distribution Solution <ul><li>RULE 1: DON’T FOCUS ON THE US. </li></ul>
    17. 17. The Future of Mobile <ul><li>Mobile IS the Internet in many developing countries. </li></ul><ul><li>m-learning opportunities </li></ul>
    18. 18. Making Mobile Work <ul><li>OPPORTUNITY 1: DELIVERING EDUCATIONAL MATERIALS </li></ul>
    19. 19. Making Mobile Work <ul><li>Introducing Jon White from Macmillan Education </li></ul>
    20. 20. Distribution Solution <ul><ul><li>RULE 2: AVOID EXCLUSIVITY </li></ul></ul>
    21. 21. Making Mobile Work <ul><li>Are you On Deck or Off Deck? </li></ul>
    22. 22. Making Mobile Work <ul><li>OPPORTUNITY 2: </li></ul><ul><li>Go Global with Mobile </li></ul>
    23. 23. Making Mobile Work <ul><li>75+ Mobile Phone Companies </li></ul><ul><li>150+ Countries </li></ul><ul><li>Equals a potential market of 2.5 Billion people. </li></ul>
    24. 24. The Cell Phone Space <ul><li>MAKE THE GLOBAL LOCAL </li></ul><ul><li>MAKE THE LOCAL GLOBAL </li></ul>
    25. 25. Making Mobile Work <ul><li>Mobile allows you to Aggregate your communities of interest globally. </li></ul>
    26. 26. Making Mobile Work <ul><li>OPPORTUNITY 3: Customize your content. </li></ul>
    27. 27. The Cell Phone Space <ul><li>3 Key Facts About Mobile </li></ul><ul><li>Normal use: 7–10 minute involvement period forcing publishers into new ways of thinking about content </li></ul><ul><li>Cell phone content is nearly impossible to pirate, copy or share. </li></ul><ul><li>Mobile also opens up new opportunities for content facilitation. </li></ul>
    28. 28. Making Mobile Work <ul><li>Slice, dice, disaggregate, re-aggregate </li></ul>
    29. 29. Some Quick Statistics <ul><li>RULE 3: TARGET EVERYONE </li></ul>
    30. 30. Some Quick Statistics <ul><li>82% of all US/Western European consumers now have access to the Mobile Internet on their Mobile devices. </li></ul><ul><li>32% use the Mobile Internet </li></ul><ul><li>18% more expect to use it more this year </li></ul><ul><li>41% of those without the Internet on their Mobile device expect to have it on their next device </li></ul><ul><li>10% have made purchases based on web Ads </li></ul><ul><li>13% who saw a web ad asked for more information on a product. </li></ul>
    31. 31. Some Quick Statistics <ul><li>20% of Mobile users have paid for content on their phones </li></ul><ul><li>Highest Category is Tech News (24%) followed by Travel/Lifestyle (21%) and Reference (20%) </li></ul><ul><li>Smart Phone purchases grew by 192% worldwide last year. </li></ul><ul><li>While the iPhone was a substantial component of the, the Blackberry 8830 and Nokia e90 series also saw substantial growth. </li></ul><ul><li>Nokia, Blackberry and Apple are 1,2,3 in Smart Phones </li></ul>
    32. 32. Making Mobile Work <ul><li>OPPORTUNITY 4: </li></ul><ul><li>Develop Your FMO </li></ul><ul><li>(For Mobile Only) Content </li></ul>
    33. 33. Making Mobile Work <ul><li>Introducing Doris Booth from Authorlink and CelebWire </li></ul>
    34. 34. Making Mobile Work <ul><li>CelebWire on Mobile </li></ul>
    35. 35. Making Mobile Work <ul><li>RULE 4: EXPECT CHANGE </li></ul>
    36. 36. The Mobile Future <ul><li>The iPhone has dramatically increased consumer awareness of mobile capabilities. </li></ul>
    37. 37. The Mobile Future <ul><li>Consumers have shown their clear preference for “do-it-all” devices rather than stand alones. </li></ul>
    38. 38. Making Mobile Work <ul><li>Other devices will also be launching this Fall: </li></ul><ul><ul><li>Bigger Screen size </li></ul></ul><ul><ul><li>Larger Keyboards (and Laser Keyboards) </li></ul></ul><ul><ul><li>Screen Projectors </li></ul></ul><ul><ul><li>Thinner, sexier, cheaper versions of iPhones. </li></ul></ul>
    39. 39. The Mobile Future <ul><li>Opening up the Airwaves </li></ul><ul><ul><li>700 MHZ Spectrum </li></ul></ul><ul><ul><li>Recent Verizon Decision </li></ul></ul><ul><ul><li>Google’s Android Software. </li></ul></ul>
    40. 40. The Future of Content <ul><li>When asked at a recent conference where he saw Google’s biggest future growth prospects, Sergey Brin co-founder answered: </li></ul>
    41. 41. The Future of Content <ul><li>“ Mobile, Mobile, Mobile.” </li></ul>
    42. 42. The Mobile Future <ul><li>Microsoft is also making major moves in this area so is Nokia. </li></ul>
    43. 43. The Mobile Future <ul><li>Rule 5: Think outside the book um, box. </li></ul>
    44. 44. The Mobile Future
    45. 45. The Mobile Future <ul><li>OPPORTUNITY 5: </li></ul><ul><li>NEW MEANS OF MONETIZING YOUR CONTENT </li></ul>
    46. 46. The Mobile Future <ul><li>Pay per view </li></ul><ul><li>Subscriptions </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Bundled Media </li></ul>
    47. 47. The Mobile Future <ul><li>New Creative Opportunities: </li></ul><ul><ul><li>Multiple version stories and poems </li></ul></ul><ul><ul><li>Shimmer text with color </li></ul></ul><ul><ul><li>Textual animation </li></ul></ul>
    48. 48. The Mobile Future <ul><ul><li>Multi-lingual overlays (e.g. Sefer Yetzirah) with color graphics and sound tracks </li></ul></ul><ul><ul><li>Mash-ups (Maps, Phone Access, video, sound) </li></ul></ul><ul><ul><li>Serials </li></ul></ul>
    49. 49. The Mobile Future <ul><li>Introducing Adeena Karasick ‘the World’s First Mobile Poet’ </li></ul>
    50. 50. The Mobile Future
    51. 51. The Mobile Future <ul><li>That’s SOOO Cliché!!! </li></ul>
    52. 52. Turn Your Cell Phones ON <ul><li>To check out MPS Mobile on your cell phone now do the following: </li></ul><ul><ul><li>IN BROWSER: go to g lobalreader.wap.com or wap.global-reader.com </li></ul></ul><ul><ul><li>Text 22646 with GlobalReader as the message and a link will be sent to your phone. </li></ul></ul><ul><ul><ul><li>Outside USA text to +447786203222 </li></ul></ul></ul>
    53. 53. Recent Advertisement in PW
    54. 54. Recent Advertisement in PW Daily
    55. 55. 1466 NW Naito Parkway, Suite 200, Portland, Oregon 97209 Phone 503-221-9911, Fax 503-221-0956 contact: Bob Kasher [email_address] Portland, New Delhi, Bangalore, and Chennai
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×