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Nätverkstan
Project: Long Tail
     Digital


        Eurozine
  Wien • Febr 2 • 2010

      www.natverkstan.net
Nätverkstan
Nätverkstan
Nätverkstan

 •   Founded 1996

 •   Owned by 30 cultural journals

 •   Education, technical and business
     support, projects

 •   15 emloyees

 •   Mixed economy
Background
Source: The Economist, Jan. 30th–Feb. 5th 2010.
Iphone
               www                         Apps




                Internet




Fig 1. Different interfaces to Internet
The Project
Goals


  1. To help small publishers take
  advantage of the effects of the
  "Long Tail"

  2. To simplify distribution and
  sale of texts for small publishers
Simplify distribution


   •   Physical / Digital

   •   Books / Journals

   •   Free / Payment
A complex eco-system
A complex eco-system

5 levels
A complex eco-system

5 levels
A complex eco-system

5 levels
A complex eco-system

5 levels
A complex eco-system

5 levels

  Content
A complex eco-system

5 levels

  Content

  Format
A complex eco-system

5 levels

  Content

  Format

  Application
A complex eco-system

5 levels

  Content

  Format

  Application

  Platform
A complex eco-system

5 levels

  Content

  Format

  Application

  Platform

  Businessmodell
A complex eco-system

5 levels

  Content          Text
  Format

  Application

  Platform

  Businessmodell
A complex eco-system

5 levels

  Content          Text
  Format           EPUB, PDF...
  Application

  Platform

  Businessmodell
A complex eco-system

5 levels

  Content          Text
  Format           EPUB, PDF...
  Application      iBook Reader...
  Platform

  Businessmodell
A complex eco-system

5 levels

  Content          Text
  Format           EPUB, PDF...
  Application      iBook Reader...
  Platform         Iphone, Ipad...
  Businessmodell
A complex eco-system

5 levels

  Content          Text
  Format           EPUB, PDF...
  Application      iBook Reader...
  Platform         Iphone, Ipad...
  Businessmodell   Advertisment,
                   Subscription...
Journal




                          HTML       PDF   EPUB
Format       Paper
                          www



Device                                        PC / Smartphone /
                                                    Tablet




                        Reader




Fig 2. Different textformats
Text
             App
                                 GUI




Fig 3. What is an application?
Text
             App
                                 GUI




Fig 3. What is an application?
Text
             App
                                 GUI




Fig 3. What is an application?
Text
             App
                                 GUI




Fig 3. What is an application?
Free
                                 Text
             App
                                 GUI




Fig 3. What is an application?
Free
                                 Text
             App
                                 GUI




Fig 3. What is an application?
Free
                                 Text
             App                        Payed


                                 GUI




Fig 3. What is an application?
Journal




 Apple iBook
    Store


                          iPad




                      Reader




Fig 4. A complex eco-system
Journal




 Apple iBook                            2 Flows
    Store


                          iPad




                      Reader




Fig 4. A complex eco-system
Information /
                              Journal
       EPUB-files




 Apple iBook                            2 Flows
    Store


                          iPad




                      Reader




Fig 4. A complex eco-system
Information /
                              Journal
       EPUB-files




 Apple iBook                            2 Flows
    Store


                          iPad




                      Reader




Fig 4. A complex eco-system
Information /
                              Journal
       EPUB-files




 Apple iBook                            2 Flows
    Store


                          iPad




                Money



                      Reader




Fig 4. A complex eco-system
Information /
                              Journal
       EPUB-files




 Apple iBook                            2 Flows
    Store


                          iPad




                Money



                      Reader




Fig 4. A complex eco-system
Information /
                              Journal
       EPUB-files




 Apple iBook                            2 Flows
    Store


                          iPad




                Money



                      Reader




Fig 4. A complex eco-system
Information /
                               Journal
       EPUB-files




 Apple iBook
                    30 / 70              2 Flows
    Store


                              iPad




                Money



                       Reader




Fig 4. A complex eco-system
Information /
                               Journal
       EPUB-files




 Apple iBook
                    30 / 70              2 Flows
    Store


                              iPad

                              App


                Money



                       Reader




Fig 4. A complex eco-system
Journal




 Apple iBook
    Store
                                       Conten
                                       provider
                            iPad

                            App




                       Reader




Fig 5. Several content providers
Journal




 Apple iBook
    Store
                                       Conten
                                       provider
                            iPad

                            App




                       Reader




Fig 5. Several content providers
Journal




 Apple iBook
    Store
                                       Conten
                                       provider
                            iPad

                            App
                                          Database




                       Reader




Fig 5. Several content providers
Journal




 Apple iBook
    Store
                                       Conten
                                       provider
                            iPad

                            App
                                          Database




                       Reader




Fig 5. Several content providers
Journal




 Apple iBook
    Store
                                       Conten
                                       provider
                            iPad

                            App
                                          Database


                                          Infrastructure
                                           for payment
                       Reader




Fig 5. Several content providers
Journal




 Apple iBook
    Store
                                     Conten
                                     provider
                          iPad

                          App
                                        Database
                                        Database


                                        Infrastructure
                                         for payment
                      Reader




Fig 6. Unique advantage
Journal




 Apple iBook
    Store
                                       Conten
                                       provider
                          iPad

                          App
                                          Database
                                          Database


                                          Infrastructure
                                           for payment
                      Reader
                                     Coordination
                                     Small scale
                                     Credit cards
                                     Micropayments
Fig 6. Unique advantage
Nätverkstans offer


    1. Develop apps

    2. Distribution of texts

    3. Infrastructure for
      payments
Mission statement
Mission statement


 1. NV is an agency, not a bookstore. Every

 publisher take their own business decisions.
Mission statement


 1. NV is an agency, not a bookstore. Every

 publisher take their own business decisions.


 2. Inclusive. "If they think they are, they are".
Mission statement


 1. NV is an agency, not a bookstore. Every

 publisher take their own business decisions.


 2. Inclusive. "If they think they are, they are".


 3. Non-exclusive agreements. One among many

 distribution channels. Leave any time.
Mission statement


 1. NV is an agency, not a bookstore. Every

 publisher take their own business decisions.


 2. Inclusive. "If they think they are, they are".


 3. Non-exclusive agreements. One among many

 distribution channels. Leave any time.


 4. Embrace open standards.
Mission statement


 1. NV is an agency, not a bookstore. Every

 publisher take their own business decisions.


 2. Inclusive. "If they think they are, they are".


 3. Non-exclusive agreements. One among many

 distribution channels. Leave any time.


 4. Embrace open standards.
Mission statement


 1. NV is an agency, not a bookstore. Every

 publisher take their own business decisions.


 2. Inclusive. "If they think they are, they are".


 3. Non-exclusive agreements. One among many

 distribution channels. Leave any time.


 4. Embrace open standards.
Mission statement


 1. NV is an agency, not a bookstore. Every

 publisher take their own business decisions.


 2. Inclusive. "If they think they are, they are".


 3. Non-exclusive agreements. One among many

 distribution channels. Leave any time.


 4. Embrace open standards.
Mission statement


 1. NV is an agency, not a bookstore. Every

 publisher take their own business decisions.


 2. Inclusive. "If they think they are, they are".


 3. Non-exclusive agreements. One among many

 distribution channels. Leave any time.


 4. Embrace open standards.
What should Eurozine do?
What should Eurozine do?



  1. Eurozine should add EPUB as a

    new format
What should Eurozine do?



  1. Eurozine should add EPUB as a

    new format

  2. Nätverkstan could – as a pilot, for

    free – develop an application for

    Eurozine.
- The End -


olav.unsgaard@natverkstan.net

david.karlsson@natverkstan.net

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Eurozine Feb. 2 2010

  • 1. Nätverkstan Project: Long Tail Digital Eurozine Wien • Febr 2 • 2010 www.natverkstan.net
  • 4. Nätverkstan • Founded 1996 • Owned by 30 cultural journals • Education, technical and business support, projects • 15 emloyees • Mixed economy
  • 6. Source: The Economist, Jan. 30th–Feb. 5th 2010.
  • 7. Iphone www Apps Internet Fig 1. Different interfaces to Internet
  • 9. Goals 1. To help small publishers take advantage of the effects of the "Long Tail" 2. To simplify distribution and sale of texts for small publishers
  • 10. Simplify distribution • Physical / Digital • Books / Journals • Free / Payment
  • 16. A complex eco-system 5 levels Content
  • 17. A complex eco-system 5 levels Content Format
  • 18. A complex eco-system 5 levels Content Format Application
  • 19. A complex eco-system 5 levels Content Format Application Platform
  • 20. A complex eco-system 5 levels Content Format Application Platform Businessmodell
  • 21. A complex eco-system 5 levels Content Text Format Application Platform Businessmodell
  • 22. A complex eco-system 5 levels Content Text Format EPUB, PDF... Application Platform Businessmodell
  • 23. A complex eco-system 5 levels Content Text Format EPUB, PDF... Application iBook Reader... Platform Businessmodell
  • 24. A complex eco-system 5 levels Content Text Format EPUB, PDF... Application iBook Reader... Platform Iphone, Ipad... Businessmodell
  • 25. A complex eco-system 5 levels Content Text Format EPUB, PDF... Application iBook Reader... Platform Iphone, Ipad... Businessmodell Advertisment, Subscription...
  • 26. Journal HTML PDF EPUB Format Paper www Device PC / Smartphone / Tablet Reader Fig 2. Different textformats
  • 27. Text App GUI Fig 3. What is an application?
  • 28. Text App GUI Fig 3. What is an application?
  • 29. Text App GUI Fig 3. What is an application?
  • 30. Text App GUI Fig 3. What is an application?
  • 31. Free Text App GUI Fig 3. What is an application?
  • 32. Free Text App GUI Fig 3. What is an application?
  • 33. Free Text App Payed GUI Fig 3. What is an application?
  • 34. Journal Apple iBook Store iPad Reader Fig 4. A complex eco-system
  • 35. Journal Apple iBook 2 Flows Store iPad Reader Fig 4. A complex eco-system
  • 36. Information / Journal EPUB-files Apple iBook 2 Flows Store iPad Reader Fig 4. A complex eco-system
  • 37. Information / Journal EPUB-files Apple iBook 2 Flows Store iPad Reader Fig 4. A complex eco-system
  • 38. Information / Journal EPUB-files Apple iBook 2 Flows Store iPad Money Reader Fig 4. A complex eco-system
  • 39. Information / Journal EPUB-files Apple iBook 2 Flows Store iPad Money Reader Fig 4. A complex eco-system
  • 40. Information / Journal EPUB-files Apple iBook 2 Flows Store iPad Money Reader Fig 4. A complex eco-system
  • 41. Information / Journal EPUB-files Apple iBook 30 / 70 2 Flows Store iPad Money Reader Fig 4. A complex eco-system
  • 42. Information / Journal EPUB-files Apple iBook 30 / 70 2 Flows Store iPad App Money Reader Fig 4. A complex eco-system
  • 43. Journal Apple iBook Store Conten provider iPad App Reader Fig 5. Several content providers
  • 44. Journal Apple iBook Store Conten provider iPad App Reader Fig 5. Several content providers
  • 45. Journal Apple iBook Store Conten provider iPad App Database Reader Fig 5. Several content providers
  • 46. Journal Apple iBook Store Conten provider iPad App Database Reader Fig 5. Several content providers
  • 47. Journal Apple iBook Store Conten provider iPad App Database Infrastructure for payment Reader Fig 5. Several content providers
  • 48. Journal Apple iBook Store Conten provider iPad App Database Database Infrastructure for payment Reader Fig 6. Unique advantage
  • 49. Journal Apple iBook Store Conten provider iPad App Database Database Infrastructure for payment Reader Coordination Small scale Credit cards Micropayments Fig 6. Unique advantage
  • 50. Nätverkstans offer 1. Develop apps 2. Distribution of texts 3. Infrastructure for payments
  • 52. Mission statement 1. NV is an agency, not a bookstore. Every publisher take their own business decisions.
  • 53. Mission statement 1. NV is an agency, not a bookstore. Every publisher take their own business decisions. 2. Inclusive. "If they think they are, they are".
  • 54. Mission statement 1. NV is an agency, not a bookstore. Every publisher take their own business decisions. 2. Inclusive. "If they think they are, they are". 3. Non-exclusive agreements. One among many distribution channels. Leave any time.
  • 55. Mission statement 1. NV is an agency, not a bookstore. Every publisher take their own business decisions. 2. Inclusive. "If they think they are, they are". 3. Non-exclusive agreements. One among many distribution channels. Leave any time. 4. Embrace open standards.
  • 56. Mission statement 1. NV is an agency, not a bookstore. Every publisher take their own business decisions. 2. Inclusive. "If they think they are, they are". 3. Non-exclusive agreements. One among many distribution channels. Leave any time. 4. Embrace open standards.
  • 57. Mission statement 1. NV is an agency, not a bookstore. Every publisher take their own business decisions. 2. Inclusive. "If they think they are, they are". 3. Non-exclusive agreements. One among many distribution channels. Leave any time. 4. Embrace open standards.
  • 58. Mission statement 1. NV is an agency, not a bookstore. Every publisher take their own business decisions. 2. Inclusive. "If they think they are, they are". 3. Non-exclusive agreements. One among many distribution channels. Leave any time. 4. Embrace open standards.
  • 59. Mission statement 1. NV is an agency, not a bookstore. Every publisher take their own business decisions. 2. Inclusive. "If they think they are, they are". 3. Non-exclusive agreements. One among many distribution channels. Leave any time. 4. Embrace open standards.
  • 61. What should Eurozine do? 1. Eurozine should add EPUB as a new format
  • 62. What should Eurozine do? 1. Eurozine should add EPUB as a new format 2. Nätverkstan could – as a pilot, for free – develop an application for Eurozine.
  • 63. - The End - olav.unsgaard@natverkstan.net david.karlsson@natverkstan.net

Editor's Notes