Making Mobile Work

1. Making Mobile Work Taking Advantage of the Coming Era of Mobile Content

2. Images of Mobile Past

3. Images of Mobile Present

4. Images of Mobile Future

5. 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.”

6. Ghosts of Technology Past A: The Paperback Book when it was first released.

7. Ghosts of Technology Past Reference: “A History of Paperback Books” http://paperbarn.www1.50megs.com/Paperbacks/index.htm

8. Ghosts of Technology Past • The Original Small Screen

9. The Cell Phone Space 2.5 BILLION > 4 BILLION vs. 1 BILLION

10. The Cell Phone Space • MAKE THE GLOBAL LOCAL • MAKE THE LOCAL GLOBAL

11. The Mobile Internet vs. Regular Internet • WAP!!!

12. Making Mobile Work Sample of Comic Book we created for distribution via cell phone

13. Making Mobile Work • WHERE’S THE MONEY???

14. 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.

15. Current Work on Mobile at ICC Macmillan • SO IS THERE A MARKET?

16. Distribution Solution • RULE 1: DON’T FOCUS ON THE US.

17. The Future of Mobile • Mobile IS the Internet in many developing countries. • m-learning opportunities

18. Making Mobile Work • OPPORTUNITY 1: DELIVERING EDUCATIONAL MATERIALS

19. Making Mobile Work • Introducing Jon White from Macmillan Education

20. Distribution Solution RULE 2: AVOID EXCLUSIVITY

21. Making Mobile Work • Are you On Deck or Off Deck?

22. Making Mobile Work OPPORTUNITY 2: Go Global with Mobile

23. Making Mobile Work • 75+ Mobile Phone Companies • 150+ Countries • Equals a potential market of 2.5 Billion people.

24. The Cell Phone Space • MAKE THE GLOBAL LOCAL • MAKE THE LOCAL GLOBAL

25. Making Mobile Work Mobile allows you to Aggregate your communities of interest globally.

26. Making Mobile Work • OPPORTUNITY 3: Customize your content.

27. 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.

28. Making Mobile Work • Slice, dice, disaggregate, re-aggregate

29. Some Quick Statistics • RULE 3: TARGET EVERYONE

30. 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.

31. 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

32. Making Mobile Work OPPORTUNITY 4: • Develop Your FMO (For Mobile Only) Content

33. Making Mobile Work • Introducing Doris Booth from Authorlink and CelebWire

34. Making Mobile Work • CelebWire on Mobile

35. Making Mobile Work • RULE 4: EXPECT CHANGE

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

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

38. 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.

39. The Mobile Future • Opening up the Airwaves • 700 MHZ Spectrum • Recent Verizon Decision • Google’s Android Software.

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

41. The Future of Content • “Mobile, Mobile, Mobile.”

42. The Mobile Future • Microsoft is also making major moves in this area so is Nokia.

43. The Mobile Future • Rule 5: Think outside the book um, box.

44. The Mobile Future

45. The Mobile Future OPPORTUNITY 5: NEW MEANS OF MONETIZING YOUR CONTENT

46. The Mobile Future • Pay per view • Subscriptions • RSS Feeds • Bundled Media

47. The Mobile Future • New Creative Opportunities: • Multiple version stories and poems • Shimmer text with color • Textual animation

48. The Mobile Future • Multi-lingual overlays (e.g. Sefer Yetzirah) with color graphics and sound tracks • Mash-ups (Maps, Phone Access, video, sound) • Serials

49. The Mobile Future • Introducing Adeena Karasick ‘the World’s First Mobile Poet’

50. The Mobile Future