Making Mobile Work

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Making Mobile Work

• Taking Advantage of the Coming Era of Mobile
  Content

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Images of Mobile Past
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Images of Mobile Present
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Images of Mobile Future
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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 wont be easy to read at the beach.
• Its not a REAL book.
• It wont 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

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Ghosts of Technology Past

• The Original Small Screen

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The Cell Phone Space

• 2.5 BILLION gt 4 BILLION vs. 1 BILLION

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The Cell Phone Space

• MAKE THE GLOBAL LOCAL
• MAKE THE LOCAL GLOBAL

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The Mobile Internet vs. Regular Internet

• WAP!!!

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Making Mobile Work

• Sample of Comic Book we created for distribution
  via cell phone

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Making Mobile Work

• WHERES THE MONEY???

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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.

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Current Work on Mobile at ICC Macmillan

• SO IS THERE A MARKET?

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Distribution Solution

• RULE 1 DONT FOCUS ON THE US.

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The Future of Mobile

• Mobile IS the Internet in many developing
  countries.
• m-learning opportunities

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Making Mobile Work

• OPPORTUNITY 1 DELIVERING EDUCATIONAL MATERIALS

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Making Mobile Work

• Introducing Jon White from Macmillan Education

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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

• OPPORTUNITY 2
• Go Global with Mobile

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Making Mobile Work

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

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The Cell Phone Space

• MAKE THE GLOBAL LOCAL
• MAKE THE LOCAL GLOBAL

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Making Mobile Work

• Mobile allows you to Aggregate your communities
  of interest globally.

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Making Mobile Work

• OPPORTUNITY 3 Customize your content.

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The Cell Phone Space

• 3 Key Facts About Mobile
• Normal use 710 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, re-aggregate

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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

• Introducing Doris Booth from Authorlink and
  CelebWire

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Making Mobile Work

• CelebWire on Mobile

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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
• Googles Android Software.

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The Future of Content

• When asked at a recent conference where he saw
  Googles 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

• Microsoft is also making major moves in this area
  so is Nokia.

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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

• OPPORTUNITY 5
• NEW MEANS OF MONETIZING YOUR CONTENT

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The Mobile Future

• Pay per view
• Subscriptions
• RSS Feeds
• Bundled Media

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The Mobile Future

• New Creative Opportunities
• Multiple version stories and poems
• Shimmer text with color
• Textual animation

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The Mobile Future

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

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The Mobile Future

• Introducing Adeena Karasick the Worlds First
  Mobile Poet

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The Mobile Future
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The Mobile Future

• Thats SOOO Cliché!!!

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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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Recent Advertisement in PW

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Recent Advertisement in PW Daily
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1466 NW Naito Parkway, Suite 200, Portland,
Oregon 97209 Phone [phone], Fax [phone]
contact Bob Kasher bob_at_iccorp.com Portland, New
Delhi, Bangalore, and Chennai