Why Metaphors?

1. Why Metaphors? “ Away of speaking or writing in which a word or phrase is used to mean or describe something quiet different from what it usually expresses ” • Helpful in finding perspective & analogies • Takes farther than the immediate surface characteristic • Good tools in evaluate, comprehend as well as approaching the Market, through Marketing strategy and Development • Metaphors are dangerous if taken too far

2. The 7 Metaphors (1) 1. Physical Work • Real life cues, help orientation & make use of novel object 2. Conceptual Space • Terms of hierarchies, flowcharts, timelines, topology & webs 3. Social Life • Tools that build relationship 4. Multi Player Games • Future of group ware system

3. The 7 Metaphors (2) 5. 3 Dimension • Activities through a 3 dimensional cyberspace 6. Traditional Media • Like the old ones, but with twist • Interactive TV: program listing, live viewer poll and on demand feeds • Virtual postcards, e-mail & Internet telephony 7. Brand & Advertising • Sell the audiences to advertisers

4. Which One TV or Telephone? (1) • Television version • “channels”, “shows” etc. • The most powerful media in the past • Most media & Ad exec. know how to deal w/ • the sustainable model is pushing • Web is victim by its success • Noise & congestion is making hard for the sites to attract & maintain visitors • Unhappy sites can’t sell ad, where the money is • Added value for TV viewers • Where is the strengths, which are the ways in which different from TV

5. Which One TV or Telephone? (2) • Telephone version • The Web is not to integrate the Internet & TV • Such system won’t realize its true potential • Its popular despite its poor audio quality • Is evidence that Content is King • What matters is who talks & what he says said“channels”, “shows” etc. • Interactive as the Web • Everybody is publisher; TV only a select few • Communicate naturally

6. Potential Analysis • Ad expenditure in 1996, $ 160 b • No alternative, most of it spent to “push” messages • Traditional are highly asymmetrical • one to many and one way • No voluntary influence (targets pay nothing) • The market is for advertisers not consumers • conversation between Ad & media not party and consumers • The value of Ad on the Web • Internet is symmetrical 2 way medium, facilitate negotiations • The big challenge is not to add value but to subtract garbage • Most ad is garbage • The chance to come up with imaginative answer • The Internet is the best pull media since telephone

7. TV meets the Web (1) • Even media that are quite similar can have different properties and things they are good at TV Relatively poor Small input & action Several meter Relaxed, reclined Living - Bedroom Various Broadcast Show Social Passive: viewer re- ceives whatever the network gives Computer Medium to large Fast moving A few dm Upright, straight Home Office Productivity app, user personal data Solitary Active Info display Inputting Viewing distance User posture Room Integration Opp. Number of users User enjoyment

8. TV meets the Web (2) • The most obvious for Web on TV is integration with broadcast TV • On line program listing • Hyperlinks to detailed info about each show • Chat room to allow users discuss the show • On more bandwidth= TV based Web • It is for sure: • Web on TV is a de facto Network Computer, but it’s also a consumer appliance, so the application is limitless • Web on TV is a blank slate that developers can use their imagination’s content • VOD, Flash ROM Slot, Games etc.