Storytelling on Strategie


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Storytelling on Strategie

  1. 1. 10 – 12 October 2011, Vienna, Reed Messe WienMedia PortSession: Tablet Publishing TrendsTitle: Storytelling on StrategieSpeaker: Heiko Scherer, KircherBurkhardt GmbH,
  2. 2. Storytelling on StrategyMontag, 10. Oktober 2011
  3. 3. What´s next - successful cross-media and tablet strategies for news publisher Heiko Scherer, KircherBurkhardt powered by WAN IFRA Vienna, 10.10.11Montag, 10. Oktober 2011
  4. 4. Short introduction Digital Publishing services and consulting for various major clients Publishers BrandsMontag, 10. Oktober 2011
  5. 5. After one year tablet publishing No, it won´t save us - at least not immediately Hype th G row a ble d els n tai Mo Sus es s s in Bu N ew Change DissapointmentMontag, 10. Oktober 2011
  6. 6. How can we be successfull here? Prepare yourself for a mass market of tablet PC´s h rowt G Hype a ble tain S us d els Change s Mo es sin Bu N ew DissapointmentMontag, 10. Oktober 2011
  7. 7. 1. Adress the multiplatform challenge Media consumption spreads over a growing number of devices Contents BrandMontag, 10. Oktober 2011
  8. 8. 2. Many platforms - but one product NEW FORMS OF ACCESS NEW FORMS OF ACCESS FORMS OF ACCESS NEW Media consumption spreads over a growing number of devices One Brand - one Product = One Price device agnostic entertainment / / / Entertainment& entertainment entertainment Information& information / / / information information Entertainment& entertainment // / entertainment entertainment Communication& / communication / / communication communication inspiration inspiration Inspiration inspiration productivity Production productivity productivity creation Consumption creation creation monitoring Monitoring monitoring monitoring XL XL form Form formform XL XL short form short form short Shortform form medium form medium form medium Form Medium form XS XS form form XS form XS Form push push push Push pull pull pull Pull pull pull pull Pull push push Push push TV/DVD TV/DVD TV/DVD TV/DVD software//websites software software / websites Software/Websites websites apps / /websites apps websites Apps/Websites apps / websites Apps //widgets Apps widgets Apps/Widgets Apps / widgets movies / videogames movies / videogames Movies search / social search Social/Search / social ebooks / /photos ebooks photos eBooks/Photos musicMusic music/ / / movies / videogames search / social ebooks / photos music hourshours video Video video video video Video casual games casual Games Casual games hours Games video video casual games Hours hours Hours hours quarters Quarters quarters minutes Minutes minutes hours quarters minutes maandag 30 mei 2011maandag 30 mei 2011 Montag, 10. Oktober 2011 maandag 30 mei 2011
  9. 9. 3. Partner with leading tech providers And use HTML to customize your product Hybrid App Digital Publishing Tools Customize Team Up of Market Leaders using HTML + + Woodwing Enterprise Digital Publishing Suite Smart Plug Ins / Tools Content Delivery Embedded Reader Application Reader Application WidgetsMontag, 10. Oktober 2011
  10. 10. 4. Enhance your workflows Don´t try to produce leading digital products with old print workflows Woodwing Enterprise CDS + Smart Plug Ins/Tools Preparation Assembly Output Content Station Adobe InDesign Content Station Reader App Access all kinds Maximal creative Multichannel of contents freedom DistributionMontag, 10. Oktober 2011
  11. 11. 5. ReThink your digital portfolio Not just transfer your existing brands and products So far: Print goes iPad Future: iPad-specific Enhancement of New iPad-only existing titles titles + „A Newspaper on the iPad“ „Multimedia user experiences based on written content“Montag, 10. Oktober 2011
  12. 12. 6. Amazon as a new key player Don´t rely on Google for a working pay model Paid Free iOS Android iPad Kindle/Kindle Fire Various Android Tablets Walled Gardens OpenMontag, 10. Oktober 2011
  13. 13. 7. Mobile devices push the social web Future digital publishing should always implement a social media strategy Search Web Social Web Based on links to Based on relationships websites and documents between usersMontag, 10. Oktober 2011
  14. 14. 8. Prepare for „Permanent Beta“ Constantly improve and develope with agile methods and in short cycles "The New York Times runs in permanent beta mode." Janet Robinson, CEO of the New York Times Company (October 2010)Montag, 10. Oktober 2011
  15. 15. Thanks for listening!Montag, 10. Oktober 2011
  16. 16. Hybrid app solutions will rise they enable e ective cross platform publishing combining best of both worlds Hybrid Web Native HTML5 Native Platforms Full Feature Set vs. Web Kit Limited Features Device Agnostic App Stores Preferes Free Models Enables Paid ModelsMontag, 10. Oktober 2011