Making Mobile Work Presentation

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Making Mobile Work

Taking Advantage of the Coming Era of Mobile Content

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Images of Mobile Past

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Images of Mobile Present

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Images of Mobile Future

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The Ghost of Technology Past

Q: Where have we heard these comments?• “The print is too small to read.”• “I like having the feel of a book to hold when I read it.”• “It won’t be easy to read at the beach.”• “Its not a REAL book.”• “It won’t last.”• “The format is too tiny to hold comfortably.”• “Who would want to read ‘War and Peace’ on it.”• “Serious authors will never embrace it.”

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Ghosts of Technology Past

A: The Paperback Book when it was first released.

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Ghosts of Technology Past

Reference: “A History of Paperback Books”

http://paperbarn.www1.50megs.com/Paperbacks/index.htm

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Ghosts of Technology Past

•The Original Small Screen

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The Cell Phone Space

2.5 BILLION > 4 BILLION vs. 1 BILLION

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The Cell Phone Space

•MAKE THE GLOBAL LOCAL

•MAKE THE LOCAL GLOBAL

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The Mobile Internet vs. Regular Internet

•WAP!!!

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Making Mobile Work

Sample of Comic Book we created for distribution via cell phone

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Making Mobile Work

•WHERE’S THE MONEY???

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Regular vs. Mobile Internet

Proprietary vs. Generic Solutions• Proprietary: Sony e-Book, Kindle Reader,

Rocket Book– Idea is that you will get a more book like reading

experience

• Generic: Works on any device that is web enabled– Idea is that you will be able to access print content on

any kind of web enabled device.

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Current Work on Mobile at ICC Macmillan

•SO IS THERE A MARKET?

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Distribution Solution

•RULE 1: DON’T FOCUS ON THE US.

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The Future of Mobile

•Mobile IS the Internet in many developing countries.

•m-learning opportunities

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Making Mobile Work

•OPPORTUNITY 1: DELIVERING EDUCATIONAL MATERIALS

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Making Mobile Work

•Introducing Jon White from Macmillan Education

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Distribution Solution

RULE 2: AVOID EXCLUSIVITY

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Making Mobile Work

•Are you On Deck or Off Deck?

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Making Mobile Work

OPPORTUNITY 2:

Go Global with Mobile

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Making Mobile Work

• 75+ Mobile Phone Companies

• 150+ Countries

• Equals a potential market of 2.5 Billion people.

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The Cell Phone Space

•MAKE THE GLOBAL LOCAL

•MAKE THE LOCAL GLOBAL

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Making Mobile Work

Mobile allows you to Aggregate your communities of interest globally.

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Making Mobile Work

•OPPORTUNITY 3: Customize your content.

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The Cell Phone Space

3 Key Facts About Mobile

• Normal use: 7–10 minute involvement period forcing publishers into new ways of thinking about content

• Cell phone content is nearly impossible to pirate, copy or share.

• Mobile also opens up new opportunities for content facilitation.

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Making Mobile Work

•Slice, dice, disaggregate, re-aggregate

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Some Quick Statistics

•RULE 3: TARGET EVERYONE

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Some Quick Statistics

• 82% of all US/Western European consumers now have access to the Mobile Internet on their Mobile devices.

• 32% use the Mobile Internet• 18% more expect to use it more this year• 41% of those without the Internet on their Mobile

device expect to have it on their next device• 10% have made purchases based on web Ads• 13% who saw a web ad asked for more

information on a product.

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Some Quick Statistics

• 20% of Mobile users have paid for content on their phones

• Highest Category is Tech News (24%) followed by Travel/Lifestyle (21%) and Reference (20%)

• Smart Phone purchases grew by 192% worldwide last year.

• While the iPhone was a substantial component of the, the Blackberry 8830 and Nokia e90 series also saw substantial growth.

• Nokia, Blackberry and Apple are 1,2,3 in Smart Phones

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Making Mobile Work

OPPORTUNITY 4:

•Develop Your FMO

(For Mobile Only) Content

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Making Mobile Work

• Introducing Doris Booth from Authorlink and CelebWire

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Making Mobile Work

•CelebWire on Mobile

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Making Mobile Work

•RULE 4: EXPECT CHANGE

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The Mobile Future

•The iPhone has dramatically increased consumer awareness of mobile capabilities.

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The Mobile Future

•Consumers have shown their clear preference for “do-it-all” devices rather than stand alones.

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Making Mobile Work

• Other devices will also be launching this Fall:

–Bigger Screen size

–Larger Keyboards (and Laser Keyboards)

–Screen Projectors

–Thinner, sexier, cheaper versions of iPhones.

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The Mobile Future

• Opening up the Airwaves

–700 MHZ Spectrum

–Recent Verizon Decision

–Google’s Android Software.

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The Future of Content

• When asked at a recent conference where he saw Google’s biggest future growth prospects, Sergey Brin co-founder answered:

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The Future of Content

• “Mobile, Mobile, Mobile.”

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The Mobile Future

• Microsoft is also making major moves in this area so is Nokia.

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The Mobile Future

•Rule 5: Think outside the book um, box.

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The Mobile Future

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The Mobile Future

OPPORTUNITY 5:

NEW MEANS OF MONETIZING YOUR CONTENT

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The Mobile Future

•Pay per view•Subscriptions•RSS Feeds•Bundled Media

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The Mobile Future

• New Creative Opportunities:

–Multiple version stories and poems

–Shimmer text with color

–Textual animation

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The Mobile Future

–Multi-lingual overlays (e.g. Sefer Yetzirah) with color graphics and sound tracks

–Mash-ups (Maps, Phone Access, video, sound)

–Serials

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The Mobile Future

• Introducing Adeena Karasick ‘the World’s First Mobile Poet’

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The Mobile Future

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The Mobile Future

That’s SOOO Cliché!!!

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Turn Your Cell Phones ON

• To check out MPS Mobile on your cell phone now do the following:– IN BROWSER: go to

globalreader.wap.com or wap.global-reader.com

– Text 22646 with GlobalReader as the message and a link will be sent to your phone.• Outside USA text to +447786203222

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1466 NW Naito Parkway, Suite 200, Portland, Oregon 97209Phone 503-221-9911, Fax 503-221-0956 contact: Bob Kasher

bob@iccorp.com

Portland, New Delhi, Bangalore, and Chennai