Why intelligent content is needed for e books and mobile devices

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In this preconference opening session, intelligent content guru Ann Rockley defines intelligent content and explores the need for it when creating eBooks, enhanced eBooks, interactive web content, and apps. Ann makes the business case for a unified intelligent content strategy—a repeatable, systematic approach that facilitates the efficient and effective delivery of information to to the right people, at the right time, in the right language, and in the right format, on the device the customer chooses to use.

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Why intelligent content is needed for e books and mobile devices

  1. 1. Why Intelligent Content is Needed for eBooks and Mobile Devices Ann Rockley The Rockley Group Inc. rockley@rockley.com @arockley
  2. 2. eBooks  Total book publishing revenue rose 3.1% to 27.9 billion  eBook sales rose 1,274.1% to 878 million in 2008- 2010 (203% compared to 2009)  eBooks only (text only) sales rose 201% last year to $863.7 million  Enhanced eBooks sales increased 255.1 to $14.3 million  Apps generated $629,025©2012, The Rockley Group Inc.
  3. 3. eBooks  The majority of book publishers (85 percent) are printing both eBook and print versions of their titles.  One out of five eBook publishers generates more than 10 percent of their revenue from eBooks.  Most eBook production still follows outdated print production models at the expense of significant operational efficiencies. http://www.aptaracorp.com/resources/category/white-papers/ eBooks Survey #3: Uncovering eBooks’ Real Impact, 2009-2011.©2012, The Rockley Group Inc.
  4. 4. eBooks  The majority of book publishers (85 percent) are printing both eBook and print versions of their titles.  One out of five eBook publishers generates more than 10 percent of their revenue from eBooks.  Most eBook production still follows outdated print production models at the expense of significant operational efficiencies. http://www.aptaracorp.com/resources/category/white-papers/ eBooks Survey #3: Uncovering eBooks’ Real Impact, 2009-2011.©2012, The Rockley Group Inc.
  5. 5. eBook issues  Authoring is designed to optimize print publication, not eBook  eBooks are generated from print books instead of from format free content resulting in problems in the eBook (sidebars, tables, order of information)  Producing eBooks for multiple devices is a nightmare!©2012, The Rockley Group Inc.
  6. 6. Mobile  38 percent of US cell phone users, an estimated 89 million people, accessed the Internet from their phones.  More than 47 million US mobile users accessed the Internet daily. Pew Internet & American Life Project. “Mobile Access 2010,” accessed December 1, 2011, http://www.pewinternet.org/Reports/2010/Mobile-Access- 2010.aspx©2012, The Rockley Group Inc.
  7. 7. Mobile  Combined shipments of smartphones and tablets exceeded that of PCs in 2011  60 percent of time spent on smartphones comprises new activities  Global mobile data traffic is expected to grow to 26 times its current volume over the next five years  There are 5.3 billion mobile subscribers worldwide (77 percent of the world population) with growth led by China and India. mobiThinking, “Global mobile statistics 2011,” accessed on Dec. 3, 2011, http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats©2012, The Rockley Group Inc.
  8. 8. Mobile issues  Companies are not designing mobile web content  Companies designing website and mobile app, twice the work or more!  Mobile apps are time consuming and expensive  Mobile is not just a tiny screen, tasks on mobile are different from tasks on PC©2012, The Rockley Group Inc.
  9. 9. Where intelligent content can help©2012, The Rockley Group Inc.
  10. 10. What is intelligent content?  Intelligent content is content that is structurally rich and semantically categorized, and is therefore automatically discoverable, reusable, reconfigurable, and adaptable.©2012, The Rockley Group Inc.
  11. 11. Content vs. format/channel  Content is locked within formatting and changing it takes a lot of additional work and expense. Making content structurally rich enables us to publish content in any format.  One set of content, multiple stylesheets, multiple devices.©2012, The Rockley Group Inc.
  12. 12. Discoverable  When you have unstructured, untagged, unintelligent content, the information you or your customers are looking for is likely to be hard to find.  You have to rely on brute-force search methods to find information.  Intelligent content allows you to take advantage of the information contained within the content to make the content more discoverable as well as the metadata.©2012, The Rockley Group Inc.
  13. 13. Reusable  Content can be modularized for reuse across:  Channel  Type of information  Information set©2012, The Rockley Group Inc.
  14. 14. Reconfigurable  Rapidly mix and match content to meet new needs  Reconfigure content for:  Audience  Device  Task©2012, The Rockley Group Inc.
  15. 15. Adaptable  Automatically adapt to:  Audience  Device  Task©2012, The Rockley Group Inc.
  16. 16. Content in today’s world  Working with content in today’s world is like working in the preindustrial age—handcrafting expensive artisanal products  Handcrafted content is costly, complex, and does not generate a competitive advantage  It is unsustainable!©2012, The Rockley Group Inc.
  17. 17. Content in an intelligent content world  Intelligent content follows a manufacturing model  Individual components are considered as part of an interconnected whole, not just as small stand-alone pieces.  Design is built around the fact that the components are reusable—you don’t need to create new components to build new products.  Focuses on eliminating valueless work, errors, rework, and bottlenecks and promote automation to allow people to work smarter, not harder  Makes content agile and adaptable to whatever device comes our way©2012, The Rockley Group Inc.
  18. 18. #ICC12  Fantastic roster of speakers  Wonderful learning opportunity  Great networking opportunity©2012, The Rockley Group Inc.

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