mps ecpa presentaion
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ICC Macmillan
Technical Foundations for Business Success
THE COMING
DIGITAL
ERA
OF
PUBLISHING
ICC Macmillan
Technical Foundations for Business Success
Disruptive Technology 1439
ICC Macmillan
Technical Foundations for Business Success
• Product/Effect
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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
ICC Macmillan
Technical Foundations for Business Success
• New Disruptive Technology
ICC Macmillan
Technical Foundations for Business Success
• New Product/Effect
ICC Macmillan
Technical Foundations for Business Success
• THE PROJECT GUTENBERG BIBLE, King James, Book 10: 2 Samuel • 10:001:001 Now it came to pass after the death of Saul, when David was
returned from the slaughter of the Amalekites, and David had abode two days in Ziklag;
• 10:001:002 It came even to pass on the third day, that, behold, a mancame out of the camp from Saul with his clothes rent, and earth upon his head: and so it was, when he came to David, that he fell to the earth, and did obeisance.
• 10:001:003 And David said unto him, From whence comest thou? And he said unto him, Out of the camp of Israel am I escaped.
• 10:001:004 And David said unto him, How went the matter? I pray thee,tell me. And he answered, That the people are fled from the battle, and many of the people also are fallen and dead; and Saul and Jonathan his son are dead also.
• 10:001:005 And David said unto the young man that told him, How knowest
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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.
ICC Macmillan
Technical Foundations for Business Success
• New Formats– VST– dNaml– Adobe Reader– Microsoft Reader– Palm Reader– Kindle– Sony e-Reader
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Technical Foundations for Business Success
PDFOr
XML
ICC Macmillan
Technical Foundations for Business Success
•How do you get there from here?
ICC Macmillan
Technical Foundations for Business Success
•XML Workflows.
ICC Macmillan
Technical Foundations for Business Success
The Coming Era of Mobile Content
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Images of Mobile Past
• Vision
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Images of Mobile Present
• Product
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Images of Mobile Future
• Future
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Ghosts of Technology Past
•The Original Small Screen
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The Mobile Internet vs. Regular Internet
•WAP!!!
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Technical Foundations for Business Success
Sample of Comic Book we created for distribution via cell phone
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Technical Foundations for Business Success
•WHERE’S THE MONEY???
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Current Work on Mobile at ICC Macmillan
•SO IS THERE A MARKET?
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The Cell Phone Space
3.3 BILLION > 5 BILLION vs. 800 Million > 1 BILLION
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Distribution Solution
RULE 1: DON’T FOCUS ON THE US ONLY.
MARKETS ARE EVERYWHERE.
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Technical Foundations for Business Success
•Question: What is the World’s Largest English Reading Market (No its not the US).
ICC Macmillan
Technical Foundations for Business Success
•Question: What is the World’s 2nd Largest English Reading Market (No its not the US).
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The Future of Mobile
•Mobile IS the Internet in many developing countries.NY Times Article 4/13/08 “Can the
Cellphone End Global Poverty”
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Making Mobile Work
•5 out of current top 10 Fiction bestsellers in Japan started on Mobile.
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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
Aggregate your distributors as well as your content.
ICC Macmillan
Making Mobile Work
OPPORTUNITY 2:
Go Global with Mobile
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MPS Mobile: Our Unique Selling Proposition
• 75+ Mobile Phone Companies
• 150+ Countries
• Equals a potential market of 2.5 Billion people.
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MPS Mobile: Our Unique Selling Proposition
• We Consolidate Billing
• Provide Comprehensive Reporting
• Can Work in All Media (Print, Music, Video)
• Can Work in Multiple Languages
• Support Color (Kindle and e-Reader do not)
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MPS Mobile: Our Unique Selling Proposition
•MAKE THE GLOBAL LOCAL
•MAKE THE LOCAL GLOBAL
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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, reaggregate
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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
•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
•Rule 5: Think outside the book um, box.
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The Mobile Future
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The Mobile Future
NEW MEANS OF MONETIZING
YOUR CONTENT
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The Mobile Future
•Pay per view•Subscriptions•RSS/SMS Feeds•Bundled Media•Time Critical SMS
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MPS Mobile: Key Opportunities
• Legacy Content Delivery
• Disaggregated Content (Tracks, Articles, Chapters, Segments)
• Sermon Delivery
• Sunday School Curricula
• Multimedia
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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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Technical Foundations for Business Success
•To get your Global Bible text MacMobile to 22646
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1466 NW Naito Parkway, Suite 200, Portland, Oregon 97209Phone 503-221-9911, Fax 503-221-0956 contact: Bob Kasher
Portland, New Delhi, Bangalore, and Chennai