A future publishing concept presentation done originally for a client, which we wanted to share because of its universal findings. We feel that the media field with books and magazines is in the middle of large paradigm change and we tried to find the core of the problems and create a solution, a mash-up by using only existing things. Kind of like they did with the Apollo 13 crisis.
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2. The original presentation was originally made for a client, but
we thought it was universal enough to release to the world. We
hope it will be of use to you as well. The approach was more
books and magazines, but many things apply elsewhere as
well.
Markus Sandelin - in Helsinki, November 12th 2012
15. 1. Paid web content
2. Kindle + iPhone
The first two phases of digital publishing have passed.
There have been winners and there have been losers.
16. Like with most new technologies, the early versions were
focused either on the product or the content producer. They
became invested in what they have now. MySpace learned this
the hard way.
17. After Apple created its ecosystem, the walled gardens started
to crumble. It was new and it was what the people wanted. It
was good, it still is good, but it won’t last the test of time.
It too is a walled garden, just bigger.
19. A good ecosystem allows the three E’s
Evolve Expand Enable
Ecosystems grow and die with their A ecosystem that does not actively try to A ecosystem is all about the survival of
participants, those who are using the expand to encompass other ecosystems the fittest, a good ecosystem gives out
ecosystems for their own benefit. will stagnate and die. the best for the best and forgets the rest.
20. The act of consuming content and moving
Reading between different content no matter the
device
The act of finding more content from the
Discovering ecosystem, recommendations and browsing
The act of purchasing for the individual or
Buying group
The new ecosystem
consists of six parts The act of customer service, account
Caring management and portability
The act of making a note and/or sharing it in
Sharing other services, pulling in other people
Administering The art of running the whole show behind the scenes
21. What’s great about our concept that there’s nothing new with it.
It is a collection of proven practices and lessons learned.
It is basically a mashup.
22. Reading
A
Discovering
Buying
Reading Caring
Sharing
Administering
23. The book and the magazine have great user interfaces. So do
the hundreds of digital designs imitating and/or disrupting
those interfaces.
24. From these existing solutions, there are existing standards that
people expect to have. We’ll show you a few examples.
25. Let’s start with a unified design and layout,
what we call a UI framework. Our example is
from Readability.
42. All of these have already been done,
our standards have been set.
43. The end of Reading
In short, we believe there are already very clear and good
conventions in consuming content and media. We can copy the
best principles and focus on the important matters.
Next up, Discovering.
44. Reading
B
Discovering
Buying
Discovering Caring
Sharing
Administering
45. When we are able to read and consume content, move around
it and organize it the way we want in any tool for consumption,
we can start searching for new content.
46. Discovering content grows from four corners: Promotions,
semantic content, recommendations and searching.
47. You need proper tools for making and showing promotions, we
think Apple’s App store and the Chrome store are great
examples.
53. Sometimes human touch is required for proper
recommendations, but there’s always use for a good algorithm.
Our examples are from Spotify and Kindle store which have
combined both.
56. If all else fails, we need to implement a good enough search,
maybe even tailor a custom Google installation. The end users
like results like Steam and Kickstarter searches provide.
59. Conventions have a tendency of being self-amplifying. In
layman's terms this means: These are conventions people are
used to and the more familiar they feel, the more they will use it.
60. The media houses also have a massive history of content. With
this model, we can deliver a massive archive without much
extra work and we can do that in big or small steps.
61. The end of Discovering
There are multiple generations of promotion tools and existing
ecosystems that we can take as a foundation, helping us to save
our strength for the administrator tools.
Next up, Buying.
62. Reading
C
Discovering
Buying
Buying Caring
Sharing
Administering
63. Once people are able to read and find more content, we will
help them to pay for said content.
64. There are a lot of conventions in buying for myself, but not so
many where people can buy in bulk in a corporate setting. At
least in general ecommerce applications.
65. We’ll handle buying in three scenarios: Subscriptions for
individuals, purchasing for individuals and subscriptions/
purchasing in bulk.
72. The only “new” thing here is thinking how to fix buying and
subscribing for groups, we think we can take a model from the
IT world. Our examples, Google Apps user management and
billing and 37 signals suite management.
75. The end of Buying
Subscriptions and purchases for individuals don’t require
much thought, it’s been done so many times over. What we
should focus on are bulk and business users, that will be the
killer app in our ecosystem.
Next up, Caring.
76. Reading
D
Discovering
Buying
Caring Caring
Sharing
Administering
77. In order to buy and save content, the users need an account to
store their data and purchases.
88. The end of Caring
A good self service environment is a great boon for the
ecosystem when done right, customer service will make or
break any newcomer to the market.
Next up, Sharing.
89. Reading
E
Discovering
Buying
Sharing Caring
Sharing
Administering
98. The end of Sharing
We should start with basic sharing and then improve it later
after we have the rest of the ecosystem working. The basics are
simple: Lists, notes and links.
Next up, Administering.
99. Reading
F
Discovering
Buying
Admin Caring
Sharing
Administering
100. The user side is just half of the story, we need
great admin tools to succeed.
101. Luckily, these tools are already known to us and our users are
used to handle them. We take care of our own blogs,
advertising, communications and many other things. Here are
a few examples.
107. What we are trying to say, that everything has already been
done. We just need to put it together in a different way that
hasn’t been done before.
109. Just like the whole western civilization and every single
invention has developed through iteration.
(Steam engine development started in first century AD and the “beta” came
out in 1698, the first proper release was by Thomas Newcomen in 1712)
110. The end of Administering.
Admin tools are amazingly important in any ecosystem.
Whether it’s for customer service or promotion, adding new
books or reading reports. They are paramount. They are our
chance to shine beyond others.
And now for something completely different.
111. The act of consuming content and moving
Reading between different content no matter the
device
The act of finding more content from the
Discovering ecosystem, recommendations and browsing
The act of purchasing for the individual or
Buying group
That’s it, your new
ecosystem. The act of customer service, account
Caring management and portability
The act of making a note and/or sharing it in
Sharing other services, pulling in other people
Administering The art of running the whole show behind the scenes