co-existence 書藝共生(2011.07.25)
DESCRIPTION
“Reinventing Books in Generation I” Seminar (Co-organized by GAAHK & HKPPS) 「書藝重生@Generation I」研討會 (香港印藝學會及香港出版學會聯合主辦) The Seminar can be viewed in YouTube 可於YouTube重溫研討會 http://bit.ly/20110725-pub-seminar-youtubeTRANSCRIPT
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書藝共生Co-existence
俞真(Calvin Yu)@「書藝重生@Generation I」研討會@ “Reinventing Books in Generation I” Seminar 2011.07.25
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A Mind-Shifting Swim一次改變心態的游泳
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North Pole Swim vs. Everest Swim極地與高峰
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心態Mindset
• 「一些事以前運作得很好,並不代表將來也能同樣發揮作用。現在我在做任何事之前,都會問自己到底需要怎樣的心態,才可妥善處理這件事。」
• “Just because something has worked in the past so well, doesn't mean it's going to work in the future. And similarly, now, before I do anything, I ask myself what type of mindset do I require to successfully complete a task.”
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心態Mindset
• 「第二樣我學懂的事情是徹底而有策略的轉變。」
• “And then the second lesson, the radical, tactical shift.”
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Publishing industry is no longer the same出版印刷行業不再一樣
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Publishing Industry’s Challenges出版印刷行業面對的挑戰
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The Need for Reading Remains Unchanged閱讀的需要不變
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The Way We Read Changes閱讀方式不再一樣
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Too many new possibilities太多新可能性
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太多新可能性Too many possibilities
• 社交媒體及流動平台的衝擊Strike of social media & mobile platforms
• 閱讀經驗的改變Changing reading experience
• 閱讀期望(內容、時間、形式等)的改變Changing reading expectation (content, timing, format, etc.)
• 書本數碼化 vs. 數碼出版Digitized Book vs. Digital Publishing
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Curated Computing導賞式電腦應用
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導賞式電腦應用Curated Computing
• 後個人電腦時代Post-PC Era
• 用戶為本+無需個人電腦User Centric + PC-Free
• 少一些選擇,多一些關聯Less Choices, More Relevance
• 水平更高,門檻更低Raise the bar with lower barriers
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導賞式電腦應用Curated Computing
• 收窄因技術水平產生的數碼鴻溝Narrow technical digital divide
• 電子資訊的新用戶New users of digital information
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Expectation期望
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期望Expectation
• 可使用Available and Approachable
• 可搜尋Searchable
• 可自訂Customizable
• 讀者產生內容Reader-generated content
• 可分享Shareable
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期望Expectation
• 適切的資訊Right Information
• 適合的平台Right Platform
• 需要的時間Right Time
• 合用的形式Right Form
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The Time Constraint Remains Unchanged時間限制不變
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The Way We Spend Time Changes時間運用不再一樣
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Too much to read有太多要閱讀的資訊
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太多要閱讀的資訊Too much to read
• 通訊 Communication
• 電郵,短訊,即時訊息,信件,等等Email, SMS, Instant Messages, Letters, etc.
• 資訊 Information
• 新聞,廣告,生活資訊,等等News, Advertisement, Lifestyle Information, etc.
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Too many media choices有太多媒體可供選擇
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太多媒體Too many media
• 傳統媒體 Traditional media
• 報紙、雜誌、書、電視、電影、電台等等Press, Magazine, Book, TV, Movie, Radio etc.
• 新媒體 New media
• 網頁,博客,Facebook,Twitter, Podcast, YouTube, 等等Web, Blog, Facebook, Twitter, Podcast, YouTube etc.
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太多媒體Too many media
• 資訊超載 Information overload
• 噪音充斥 Too much noise
• 相對閱讀書本時間減少 Less time for reading
• 即食文化Bite-sized content consumption
• 讀者期望有所轉變Changing expectation of readers
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Triggering Point興趣的觸發點
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Socialnomics社群新經濟時代
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興趣的觸發點Triggering Point
• 2009.08出版 / 2010.11更新Published in 2009.08 / Revised in 2010.11
• 推廣影片(2009、2010、2011) Promo Videos (2009, 2010, 2011)
• 總觀看人次超過560萬Over 5.6 million views
• 在所有主要書店及電子平台有售Available in all major bookstores & eReaders
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The Desire to Share Remains Unchanged分享的冀望不變
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The Way We ShareChanges分享方式不再一樣
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We All Publish人人皆可發表
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Sharing through trusted connection matters透過可信任連繫分享日益重要
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分享Share
• 運用新分享模式接觸潛在讀者Embrace new sharing mode to reach potential readers
• 眾口相傳遠勝硬銷廣告Word of Mouth really matters
• 賦權讓讀者成為代理人Empower readers to become agents
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Core Values核心價值
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核心價值Core Values
• 一些例子Some examples
• 戲院:DVD/Blu-ray的挑戰Cinmea: DVD/Blu-ray challenges
• 郵局:電郵的挑戰Post Office: Email challenges
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核心價值Core Values
• 出版的核心價值:內容Core Values of Publishing: Content
• 印刷的核心價值Core Values of Printing
• 質感Texture
• 美感Aesthetic
• 情感Emotion
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Way Out?何去何從?
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何去何從Way Out
• 內容的協同效應Content synergy
• 內容表現形式多樣化Diversified mode of content delivery
• 優化出版流程Streamlining of publishing workflow
• 互相補足,服務不同需要Complement and Differentiation
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何去何從Way Out
• 善用社交媒體及流動平台,為數碼出版及傳統出版開創新局面Embrace Social Media and Mobile Platforms to make a difference for both digital publishing and traditional publishing
• 興趣觸發點的轉變:跨媒體推廣Changing triggering point: Cross-Media Marketing
• 體驗、傳頌與分享的威力The Power of Experience, Word of Mouth and Share
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何去何從Way Out
• 要內容與用戶經驗並重Emphasis on both content and user experience
• 印刷精品化Quality printing
• 按需印刷Print on demand
• 讀者參與Reader participation
• Amazon / Wiley 經驗Amazon / Wiley experience
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何去何從Way Out
• 產品生命週期Product life cycle
• 剩餘價值Residual value
• 釋放潛在價值Release hidden value
• 以數碼出版及按需印刷作延續Extend life cycle through digital publishing and print on demand
• 長尾Long Tail
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出版業的未來THE FUTURE OF PUBLISHING
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Solidify, Deepen, Extend Reading Experience閱讀體驗的鞏固、深化、延伸
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你準備好了嗎?Are you ready?
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