staffan ekholm london june 14, 2011
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TRANSCRIPT
Staffan EkholmCEO, Moving Media+
How and why the company built a magazine
format specifically for tablet devices
Why isn’t existing magazine-reading software
good enough for the 21st century?
Existing magazine-reading software...
The tablet revolution is the
biggest opportunity for
publishers in decades!
A killer device
Functioning ecosystem and an established purchasing behavior
Relevant and attractive ads
Newsstands
Create products
optimized specifically
for the tablet
Creativity, innovation and rapid prototyping is key!
To not get stuck in the current paradigm...
The creative people must be
driving
Editors in control
Can’t require additonal IT expertise
Easy and intuitive creation
Optimized for the device?
It’s not a @#$%^ print page.
But it’s also not Angry Birds.
People read with their hands asmuch as they do with their eyes.
Read
Watch
Touch, swipe, tap
Share
WHAT’S NEW GREEN TECH
SIMPLER SOLARTIMELINESUN POWER GETS EASIER WITH NEW LIGHTWEIGHT PANELS
Solar power sounds great: electricity from sunshine, for free, no carbon footprint. But solar panels often come with hefty price tags or require complex installations. Now lighter materials are making them less expensive and more convenient, whether you carry them with you or snap them onto your roof.—Sarah Parsons
Power Pack
Plug-and-Play PanelsClick together a rooftop solar system in a few hours, saving days or weeks on design and installation. Armageddon’s modular kit consists of metal frames light enough to carry up a ladder, plus 18-pound solar panels—coated in Teflon instead of heavy glass—that snap onto the frames’ tabs. The easy-to-lift, ready-made parts mean that installers don’t have to build frames on top of a house and also eliminate tricky wiring, since each frame has its own DC-to-AC converter that lets it plug straight into a home circuit breaker. Armageddon Energy SolarClovers From $8,000; armageddonenergy.com—s.p.
Solar ShinglesRather than laying solar panels across your roof, use them as your roof. Dow built thin-film photovoltaic cells directly into polymer shingles. They’re as protective as ordinary shingles, nail down in the same way and, in place of exposed wiring, hook together with simple electrical connectors at their ends. Some units go on sale later this year, with wide availability next year. Dow is also working on other building materials with sun power built in. Dow Power- house Solar Shingles Price not set; dowsolar.com—arnie cooper
NOW
SOON: FALL
LATER: 2011 MIX AND MATCH Dow’s solar tiles blend in with standard roof shingles.
This take-anywhere electric plant won’t weigh you down. Tonino Lamborghini’s bag is the first product to use a new solar panel that’s as light, thin and flexible as fabric yet absorbs rays in any light, including artificial light or under clouds. It’s made of dye-sensitized solar cells, which trap
more wavelengths in less space by wrapping each individual particle of a conductive layer in light-absorbing dye molecules. Charge a cellphone in six to eight hours, indoors or out. Tonino Lamborghini Solar Bag with G24 DSSC Panel $200 (est.); www.tlmm.com—s.p.
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BEAM DATA Your phone can display power output and other stats sent by Armageddon’s solar units.
POPSCI.COM26 POPULAR SCIENCE APRIL 2010
WHAT’S NEW GREEN TECH
SIMPLER SOLARTIMELINESUN POWER GETS EASIER WITH NEW LIGHTWEIGHT PANELS
Solar power sounds great: electricity from sunshine, for free, no carbon footprint. But solar panels often come with hefty price tags or require complex installations. Now lighter materials are making them less expensive and more convenient, whether you carry them with you or snap them onto your roof.—Sarah Parsons
Power Pack
Plug-and-Play PanelsClick together a rooftop solar system in a few hours, saving days or weeks on design and installation. Armageddon’s modular kit consists of metal frames light enough to carry up a ladder, plus 18-pound solar panels—coated in Teflon instead of heavy glass—that snap onto the frames’ tabs. The easy-to-lift, ready-made parts mean that installers don’t have to build frames on top of a house and also eliminate tricky wiring, since each frame has its own DC-to-AC converter that lets it plug straight into a home circuit breaker. Armageddon Energy SolarClovers From $8,000; armageddonenergy.com—s.p.
Solar ShinglesRather than laying solar panels across your roof, use them as your roof. Dow built thin-film photovoltaic cells directly into polymer shingles. They’re as protective as ordinary shingles, nail down in the same way and, in place of exposed wiring, hook together with simple electrical connectors at their ends. Some units go on sale later this year, with wide availability next year. Dow is also working on other building materials with sun power built in. Dow Power- house Solar Shingles Price not set; dowsolar.com—arnie cooper
NOW
SOON: FALL
LATER: 2011 MIX AND MATCH Dow’s solar tiles blend in with standard roof shingles.
This take-anywhere electric plant won’t weigh you down. Tonino Lamborghini’s bag is the first product to use a new solar panel that’s as light, thin and flexible as fabric yet absorbs rays in any light, including artificial light or under clouds. It’s made of dye-sensitized solar cells, which trap
more wavelengths in less space by wrapping each individual particle of a conductive layer in light-absorbing dye molecules. Charge a cellphone in six to eight hours, indoors or out. Tonino Lamborghini Solar Bag with G24 DSSC Panel $200 (est.); www.tlmm.com—s.p.
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BEAM DATA Your phone can display power output and other stats sent by Armageddon’s solar units.
POPSCI.COM26 POPULAR SCIENCE APRIL 2010
Print to tablet
Created for tablet
42 POPULAR SCIENCE APRIL 2010
XXXXXXXXX
HOW TO SPIN POWER
PITCH CONTROLLER: To maximize lift as the wind speed changes, a controller can automatically rotate each blade anywhere from a fraction of a degree to multiple degrees per second. It can also turn the blades away from dangerously high winds to avoid power overloads or hardware damage.
GENERATOR: The 90-ton generator consists of a nearly 20-foot ring of magnets that spins to produce current. Its large diameter lets it create a lot of power when turning slowly, at the same 8 to 20 rpm as the blades, so it doesn’t need a gearbox to speed it up to the thousands of rpm most megawatt generators require. “Get rid of the gearbox, and now you don’t have to change the oil,” says GE engineer Gary Mercer.
BLADES: Light, sti! carbon fiber replaces fiberglass at critical points in the blades, so they lose pounds and gain strength. A flat (rather than tapered) edge gives them a shape that increases lift.
ELECTRICAL CIRCUITRY: Converters stabilize the current’s varying frequencies. Transformers boost voltage from 690 volts to more than 22,000, so current travels e"ciently over long-distance lines.
TOWER: The steel tower rests on a concrete pylon that’s driven dozens of feet into the seabed and rises nearly 300 feet out of the water.
GE OFFSHORE TURBINEROTOR DIAMETER: 360 ft. TOWER HEIGHT: 300 ft. MAX. POWER: 4 megawatts MORE INFO: ge.com
STATS
THE NEXT-GEN WIND TURBINETo take advantage of the strong winds that blow over the ocean, this gearless turbine uses a giant ring of magnets and 176-foot blades
YAW DRIVE
There’s enough wind energy along our coastlines to power the country four times over, and the race is on to build the best o!shore tur-bines to capture it. Manufacturers worldwide are experimenting with two techniques: ever-longer blades to harness more gusts, and simpli-fied drivetrains (including new gene-rators) that slash the need for costly repairs at sea. GE’s upcoming mach-ine, slated to go online in 2012, will combine both into one package.
GE created lightweight 176-foot blades—about 40 percent longer than the average—with a more aero- dynamic shape. The blades will attach to a drivetrain that does away with many of the moving parts, including the gearbox, that are prone to breakage and energy loss. A direct-drive mechanism replaces gears, and permanent magnets replace the electromagnets that require starter brushes, coils and power from the grid every time they fire up. The blades are now being tested in the Netherlands, and the drivetrain in Norway. Combining the two should result in a turbine that captures 25 percent more wind power than conventional models, so it can operate more often at its full four-megawatt potential—enough to power 1,000 homes.
A TWIST ON BLADESThe longer a turbine’s blades, the more wind it captures and the more electricity it creates. “If we could, we would just build infinitely longer blades,” Mercer says. “The problem is, blades get heavy and flexible.” That flexibility, coupled with the force from very high winds, can bend blades so much that they burden the machine or even smack the tower. So GE designed a blade that twists as it bends. It’s curved backward about eight feet, instead of extending straight out. When a gust pushes the tip up, the blade twists slightly around its curve—instantly angling itself so that it bears less of the gust’s brunt yet still captures a large part of its energy.
1. POSITION THE BLADESBased on data from wind-direction sensors, a yaw-drive motor turns the nacelle to face the wind. A pitch controller rotates each blade around a bearing, setting it to the best angle for the wind speed.
2. CAPTURE THE WINDThe three-bladed rotor spins in winds from 7 to 70 mph, sweeping twice the area of a football field. A 23-foot-long steel rotor shaft and two roller bearings transfer the mechanical energy to the generator.
3. TURN IT INTO ELECTRICITYThe shaft spins the generator’s neodymium magnets inside stationary copper coils, inducing current in the coils. Circuitry adjusts the frequencies and voltage of the current and sends it o! to the grid.
By Rena Marie PacellaIllustrations by Nick Kaloterakis
BLADE JOINT
ROTOR
ROTOR SHAFT
NACELLE: The fiberglass pod is 30 feet tall.
HOW IT WORKS CLEAN ENERGY
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Creation
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What we know...
(not much)
We’re aboutone year in.
Recreate the experience, packaging, pricing and marketing!
Continuous movement through and between stories, closer to panning a camera than turning a page. Flow is the new flip.
Learn by doing
How and why the company built a magazine
format specifically for tablet devices
Why isn’t existing magazine-reading software
good enough for the 21st century?
New device and channel
Huge opportunities
New products are required
Optimized for the device and ecosystem
Experimenting and prototyping is key
User-friendly and powerful tools required (but didn’t-exist)
