Polymorphic publishing john barnes - what to build now


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  • There are already hundreds of millions devices in the hands of people connecting to the web. Over time, the majority of people using web content and applications will be connecting through a mobile device. In 2010 alone, over 350 million smartphones were sold and the tablet form factor accelerating quickly from more than 18 million tablets this past year. The first Internet-connected TVs have started to hit the market, and hundreds of millions of these TVs and set-top boxes are expected to ship worldwide in the next five years.
  • Polymorphic publishing john barnes - what to build now

    1. 1. Online Information 2011 Polymorphic Publishing What to build now?  @johnmnbarnes #online11
    2. 2. By 2013, mobile phones will overtake PCs as the most common Web access device worldwide <ul><li>According to Gartner estimates: </li></ul><ul><ul><li>The total number of PCs in use will reach 1.62 billion units in 2012, all of which are capable of Internet access, even if some are not connected. </li></ul></ul><ul><ul><li>By 2012, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.69 billion units. From 2012 onwards, this combined installed base will be greater than the installed base for PCs. </li></ul></ul><ul><li>Nevertheless, most users in 2012 will use a PC as their primary Web access device and their phone as a secondary access device. However, as use of smartphones spreads globally, they will overtake the PC as the most common primary device for Web access sometime in 2015. </li></ul><ul><li>This shift means that many websites will need to be reformatted or rebuilt. Mobile device users typically make many fewer “clicks” on a website than PC users, and websites not optimized for smaller screen formats will risk reduced customer interaction and fewer transactions. This market barrier will be of particularly concern to: </li></ul><ul><ul><li>Organizations in geographies where the PC is not as prevalent. </li></ul></ul><ul><ul><li>Organizations with consumer-facing websites. </li></ul></ul><ul><ul><li>Information portals used by educational institutions and the government sector, Online retailers, banks and financial service providers will be the most exposed to this risk. </li></ul></ul>Source: Gartner Top End User Predictions for 2010
    3. 3. Mobile is part of a ‘Multiscreen’ Life <ul><li>We are in the midst of a revolution across a variety of screens, with new input methods, new formats, and new distribution models. This revolution is being fuelled by several fundamental drivers: </li></ul><ul><ul><li>processing power growth, powerful portable batteries, increasing bandwidth for wireless Internet connectivity, the growth of cloud computing, a wide array of screen sizes and device form factors. </li></ul></ul><ul><li>This “multiscreen” revolution represents the growing number, and diversity of screens in our daily lives – PCs, Smartphones, tablets, SmartTVs, as well as our increasing ability to interact with content and applications across screens, and the interconnections between them </li></ul><ul><li>In addition to desktop computers, we now see an increase in processing power on Smartphones, SmartTVs, and tablets. </li></ul><ul><ul><li>This is driving the mobile computing boom and enabling much richer experiences on these screens </li></ul></ul><ul><li>This creates a challenge for anyone building digital experiences, as they will need to deliver effective experiences across many devices – ‘Polymorphic Publishing’ </li></ul>Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011
    4. 4. Screen Size <ul><li>For many years, web designers and application developers looked at the average computer screen size and aimed at that in their work. Over time, this size gradually increased and now we are at a point where this has splintered into many screen sizes. One can no longer design to a single average size . </li></ul>
    5. 5. 'PolyMorphic Publishing' <ul><li>Digital publishing is all about the audience and content, NOT the technology </li></ul><ul><li>The challenge facing publishers is the huge explosion in competing devices, operating systems and digital distribution channels </li></ul><ul><li>Digital consumers are increasing accessing and interacting with content on multi screens and in many different combinations, often quite unique to them </li></ul><ul><li>By concentrating on the technologies we are over complicating the problem, publishers must think much more about content and what works where, and much less about Android vs IoS, or tablet vs web. </li></ul><ul><li>The question to pose is ‘How should content be produced for different screens and distribution channels, and how can this increase reach and revenue?’  </li></ul><ul><li>Publishers can play to their strengths, content, audiences and form factors, and create real value for their businesses by building synchronous product strategies that build audiences by offering variety and value across screen sizes and devices. </li></ul>Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011
    6. 6. Types of Polymorphic MultiScreen life <ul><li>Simultaneous use of screens, where the content or actions being experienced in each are not related to each other, with attention alternating between tasks </li></ul>MULTI-TASKING SYCHRONOUS LINEAR <ul><li>Rather than simultaneous use, screens are used to access the same content immediately after each other </li></ul><ul><li>Simultaneous use of screens, where the content or actions on each screen are related in each in some way, or even interact </li></ul><ul><ul><li>e.g. Taking Smartphone call, whilst using desktop computer/tablet, with TV screen running in background </li></ul></ul><ul><ul><li>e.g. Reading documents on desktops and then continuing to do so on the way home through a mobile/tablet </li></ul></ul><ul><ul><li>e.g. Scanning a QR code on magazine on a smartphone to launch a web page or service </li></ul></ul>Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011
    7. 7. User comments from Google Homegrown ‘ Multiscreen? Yes sure ! I use my mobile very often while using my notebook. I often use my mobile when the notebook boots or I wait for a download. I use my mobile a lot while watching TV. When I hear things I don’t know about I will look them up on my phone’. ‘ So let’s say I’m watching live sports on TV. Smartphone will be used for texting about the game and/or keeping a Twitter hashtag search on. Notebook will be used for either Google real time search on the game or Tweetdeck pulling in Twitter and Facebook feeds on the game. Tablet will often be used to search for more/immediate information on what I am watching on TV’. ‘ I often use a combination of my phone or either my laptop or my tablet. I sometimes send web pages from Chrome on my laptop to my phone to continue viewing on the go. I also use my phone to scan QR codes on my laptop screen’. Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011 LINEAR SYCHRONOUS MULTI-TASKING
    8. 8. Kindle - linear Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011
    9. 9. FT - synchronous FT Newspaper FT.com iPad app FT Mobile Android app FT Reports Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011
    10. 10. Browser Based m.editions HTML 5.0 Objective C Device Based Online Offline Selective Elective Pull Push Continuous Intermittent Infinite Finite Generic Specific Broadcast Narrowcast Hybrid Apps Not Apps Pure Apps Mash-up Mobile Spectrum: where should you play! Polymorphic Publishing What to build now?   e.g.
    11. 11. m.Editions vs desktops what is the difference? <ul><li>M. editions provide full integration with the CMS </li></ul><ul><li>Specially optimised templates are served up to the user on autodetecting mobile device </li></ul><ul><li>Advantages of this are: </li></ul><ul><ul><li>Same domain name </li></ul></ul><ul><ul><li>User accounts work on mobile and desktop </li></ul></ul><ul><ul><li>Full features of the CMS are available on Mobile ie search, categories, tags, trials, logins etc </li></ul></ul><ul><ul><li>Will improve access from mobile email </li></ul></ul><ul><ul><li>Integration with ad systems </li></ul></ul><ul><ul><li>Integration with analytics </li></ul></ul>
    12. 12. example of m.editions – catering for any device, any user – liquid design
    13. 13. example of m.editions – full site functionality on any handset Polymorphic Publishing What to build now?  
    14. 14. Different Brands require different approaches Multi device use No clear leader m.edition monetisable Attractive HTML 5.0 play 94.5% Browser Based 8.8% of visits are mobile 91.2% 8.8% Mobile Desktop % of total visits % of mobile visits 5.5% of visits are mobile 94.5% 5.5% iPhone/iPad dominates Apple IoS clear leader App monetisable Obvious pure App play Device Based
    15. 15. Apps in general <ul><li>We have defined the following criteria for determining whether an App gets built: </li></ul><ul><ul><ul><li>Where is the audience? </li></ul></ul></ul><ul><ul><ul><li>What is the content? </li></ul></ul></ul><ul><ul><ul><li>What is the value proposition for the customer? </li></ul></ul></ul><ul><ul><ul><li>What editorial, production, sales and marketing resources are required? </li></ul></ul></ul><ul><ul><ul><li>What is the device/OS? </li></ul></ul></ul><ul><ul><ul><li>Who is the build partner? </li></ul></ul></ul><ul><ul><ul><li>What is the cost? </li></ul></ul></ul><ul><ul><ul><li>What are the estimated revenues? </li></ul></ul></ul><ul><li>We have created an app whitepaper available for guidance </li></ul>
    16. 16. The app spectrum – commercial requirements should drive choice? Complexity & value Effort & resource + + - - A A B B C C New editorial content, tablet specific functionality Re-purposing and re-formatting existing content, Social sharing& video Replicating existing content
    17. 17. Data capture: <ul><li>Mobile data collection still a main objective for the group. Initial data could be as basic as email or mobile number, this can be used: </li></ul><ul><ul><li>To begin the process of building mobile user profiles; </li></ul></ul><ul><ul><li>To cross-reference this data with existing user data (especially email), build profiles out from there; </li></ul></ul><ul><ul><li>To market other products and brands to grow the audience engagement, especially mobile to mobile or app to app marketing, strong case studies in the market on the effectiveness of this; </li></ul></ul><ul><ul><li>Commercially, to run targeted campaigns </li></ul></ul><ul><ul><li>Integrate with Analytics strategy to analyse platform trends and plan development </li></ul></ul><ul><ul><li>Ultimate goal is to identify users entering m.editions and upsell to on device apps when and where possible </li></ul></ul><ul><ul><li>Use social sign in where possible for ease of user experience and new data opportunities </li></ul></ul>
    18. 18. Key mobile findings from our Mobile research – Browser or Apps <ul><li>Data and analytics are absolutely critical to the successful development of B2B mobile audiences and revenues. </li></ul><ul><li>Low-level SMS data is given more readily than on the desktop </li></ul><ul><li>Mobile sites (m.editions) are more suited to the majority of our brands currently than apps and should be the continued first line of development </li></ul><ul><li>The cost of app production and the total current mobile audiences on some brands make apps only currently suited to certain brands </li></ul><ul><li>Paid-for apps remain a goal but not all brands justify the the cost to make it a compelling group wide position </li></ul><ul><li>There is no answer between which is better because both are for entirely different purposes </li></ul><ul><li>To be successful, you need to  have a mobile web strategy AND a mobile app strategy. </li></ul>
    19. 19. Specific considerations <ul><ul><li>We have defined the following criteria for determining how and when App gets built: </li></ul></ul><ul><ul><ul><li>Where is the audience? </li></ul></ul></ul><ul><ul><ul><li>What is the content? </li></ul></ul></ul><ul><ul><ul><li>What is the value proposition for the customer? </li></ul></ul></ul><ul><ul><ul><li>What editorial, production, sales and marketing resources are required? </li></ul></ul></ul><ul><ul><ul><li>What is the device/OS? </li></ul></ul></ul><ul><ul><ul><li>Who is the build partner? </li></ul></ul></ul><ul><ul><ul><li>What is the cost? </li></ul></ul></ul><ul><ul><ul><li>What are the estimated revenues? </li></ul></ul></ul>Polymorphic Publishing What to build now?  
    20. 20. Changing user behaviour <ul><li>Increasing users are always ‘on’ </li></ul><ul><li>Increasingly active and engaged throughout the day with many related and unrelated tasks, both professional and personal – Bi-Modal </li></ul><ul><li>Popular apps and services slot into people’s everyday lives to solve existing problems, rather than create new experiences </li></ul><ul><li>Everyone has different rules of engagement, recognising this is essential in understanding the challenge </li></ul><ul><li>Flexibility in services and access is key to engagement </li></ul>Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011
    21. 21. Key implications <ul><li>Smartphones are becoming increasingly integral to live experiences/events </li></ul><ul><li>Mobile platforms that allow people to interact, react and engage in live experiences/events are set to explode </li></ul><ul><li>A lot of this activity is on mobile, battery powered devices, so battery life, page download size and weight are real concerns for users </li></ul><ul><li>Applications and content should therefore be mean but lean for users to prolong battery life </li></ul><ul><li>Users are distinguishing and differentiating less and less between screens </li></ul><ul><li>In the flexible content will be vital to the experience, utility and uptake </li></ul><ul><li>Design must therefore be polymorphic </li></ul>Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011
    22. 22. Conclusion <ul><li>The multi-screen revolution is a great opportunity to create new experiences for audiences and commercial partners </li></ul><ul><li>Not all web content and applications are ready for this shift yet </li></ul><ul><li>Much of the web was designed and developed to leverage the power, capabilities, typical screen size, and fixed nature of the personal computer. </li></ul><ul><li>It’s imperative that we all shift our thinking in content and application creation to mobile-first </li></ul><ul><li>Embrace the constraints of mobile to create an even better experience for users, both on small screens and larger screens, or polymorphic thinking nd design </li></ul><ul><li>Build synchronous, companion solutions where and when possible to maximise incremental revenue, and drive growth </li></ul>Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011
    23. 23. [email_address] linkedin.com/in/johnmnbarnes twitter.com/johnmnbarnes