Making Mobile Work Taking Advantage of the Coming Era of Mobile Content ICC Macmillan Images of Mobile Past ICC Macmillan Images of Mobile Present ICC Macmillan Images of Mobile Future ICC Macmillan 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.” ICC Macmillan Ghosts of Technology Past A: The Paperback Book when it was first released ICC Macmillan Ghosts of Technology Past Reference: “A History of Paperback Books” http://paperbarn.www1.50meg s.com/Paperbacks/index.htm ICC Macmillan Ghosts of Technology Past • The Original Small Screen ICC Macmillan The Cell Phone Space 2.5 BILLION > BILLION vs BILLION ICC Macmillan The Cell Phone Space • MAKE THE GLOBAL LOCAL • MAKE THE LOCAL GLOBAL ICC Macmillan The Future of Content • “Mobile, Mobile, Mobile.” ICC Macmillan The Mobile Future • Microsoft is also making major moves in this area so is Nokia ICC Macmillan The Mobile Future • Rule 5: Think outside the book um, box ICC Macmillan The Mobile Future ICC Macmillan The Mobile Future OPPORTUNITY 5: NEW MEANS OF MONETIZING YOUR CONTENT ICC Macmillan The Mobile Future • Pay per view • Subscriptions • RSS Feeds • Bundled Media ICC Macmillan The Mobile Future • New Creative Opportunities: –Multiple version stories and poems –Shimmer text with color –Textual animation ICC Macmillan The Mobile Future –Multi-lingual overlays (e.g Sefer Yetzirah) with color graphics and sound tracks –Mash-ups (Maps, Phone Access, video, sound) –Serials ICC Macmillan The Mobile Future • Introducing Adeena Karasick ‘the World’s First Mobile Poet’ ICC Macmillan The Mobile Future ICC Macmillan The Mobile Future That’s SOOO Cliché!!! ICC Macmillan Turn Your Cell Phones ON • To check out MPS Mobile on your cell phone now the following: – IN BROWSER: go to globalreader.wap.com or wap.globalreader.com – Text 22646 with GlobalReader as the message and a link will be sent to your phone • Outside USA text to +447786203222 ICC Macmillan Recent Advertisement in PW ICC Macmillan Recent Advertisement in PW Daily ICC Macmillan 1466 NW Naito Parkway, Suite 200, Portland, Oregon 97209 Phone 503-221-9911, Fax 503-221-0956 contact: Bob Kasher bob@iccorp.com Portland, New Delhi, Bangalore, and Chennai ICC Macmillan [...]... ICC Macmillan Making Mobile Work OPPORTUNITY 4: • Develop Your FMO (For Mobile Only) Content ICC Macmillan Making Mobile Work • Introducing Doris Booth from Authorlink and CelebWire ICC Macmillan Making Mobile Work • CelebWire on Mobile ICC Macmillan Making Mobile Work • RULE 4: EXPECT CHANGE ICC Macmillan The Mobile Future • The iPhone has dramatically increased consumer awareness of mobile capabilities... EXCLUSIVITY ICC Macmillan Making Mobile Work • Are you On Deck or Off Deck? ICC Macmillan Making Mobile Work OPPORTUNITY 2: Go Global with Mobile ICC Macmillan Making Mobile Work • 75+ Mobile Phone Companies • 150+ Countries • Equals a potential market of 2.5 Billion people ICC Macmillan The Cell Phone Space • MAKE THE GLOBAL LOCAL • MAKE THE LOCAL GLOBAL ICC Macmillan Making Mobile Work Mobile allows you... device ICC Macmillan Current Work on Mobile at ICC Macmillan • SO IS THERE A MARKET? ICC Macmillan Distribution Solution • RULE 1: DON’T FOCUS ON THE US ICC Macmillan The Future of Mobile • Mobile IS the Internet in many developing countries • m-learning opportunities ICC Macmillan Making Mobile Work • OPPORTUNITY 1: DELIVERING EDUCATIONAL MATERIALS ICC Macmillan Making Mobile Work • Introducing Jon White... Mobile Internet vs Regular Internet •WAP!!! ICC Macmillan Making Mobile Work Sample of Comic Book we created for distributi on via cell phone ICC Macmillan Making Mobile Work •WHERE’S THE MONEY??? ICC Macmillan 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... Macmillan Making Mobile Work • OPPORTUNITY 3: Customize your content ICC Macmillan 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 ICC Macmillan Making Mobile Work • Slice,... 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 ICC Macmillan Some Quick Statistics • 20% of Mobile users have paid ... EXCLUSIVITY ICC Macmillan Making Mobile Work • Are you On Deck or Off Deck? ICC Macmillan Making Mobile Work OPPORTUNITY 2: Go Global with Mobile ICC Macmillan Making Mobile Work • 75+ Mobile Phone Companies... Macmillan The Mobile Internet vs Regular Internet •WAP!!! ICC Macmillan Making Mobile Work Sample of Comic Book we created for distributi on via cell phone ICC Macmillan Making Mobile Work •WHERE’S... • MAKE THE LOCAL GLOBAL ICC Macmillan Making Mobile Work Mobile allows you to Aggregate your communities of interest globally ICC Macmillan Making Mobile Work • OPPORTUNITY 3: Customize your content