storytelling on strategie
TRANSCRIPT
10_– 12 October 2011, Vienna, Reed Messe Wien
Session: Tablet Publishing TrendsTitle: Storytelling on StrategieSpeaker: Heiko Scherer, KircherBurkhardt GmbH,
Media Port
Storytelling on Strategy
Montag, 10. Oktober 2011
What´s next - successful cross-media and tablet strategies
for news publisher
Heiko Scherer, KircherBurkhardt
powered by
WAN IFRA Vienna, 10.10.11
Montag, 10. Oktober 2011
Short introductionDigital Publishing services and consulting for various major clients
Publishers Brands
Montag, 10. Oktober 2011
Hype
Change
Dissapointment
Sustainable G
rowth
New Busin
ess M
odels
After one year tablet publishingNo, it won´t save us - at least not immediately
Montag, 10. Oktober 2011
Hype
Change
Dissapointment
Sustainable G
rowth
New Busin
ess M
odels
How can we be successfull here?Prepare yourself for a mass market of tablet PC´s
Montag, 10. Oktober 2011
1. Adress the multiplatform challengeMedia consumption spreads over a growing number of devices
Contents
Brand
Montag, 10. Oktober 2011
2. Many platforms - but one productMedia consumption spreads over a growing number of devicesNEW FORMS OF ACCESS
entertainment / inspirationXL formpushTV/DVDmovies / videogameshours
information / productivityshort formpullsoftware / websitessearch / socialvideohours
entertainment / creationmedium formpullapps / websitesebooks / photosvideoquarters
communication / monitoringXS formpushApps / widgetsmusic / casual gamesminutes
maandag 30 mei 2011
NEW FORMS OF ACCESS
entertainment / inspirationXL formpushTV/DVDmovies / videogameshours
information / productivityshort formpullsoftware / websitessearch / socialvideohours
entertainment / creationmedium formpullapps / websitesebooks / photosvideoquarters
communication / monitoringXS formpushApps / widgetsmusic / casual gamesminutes
maandag 30 mei 2011
NEW FORMS OF ACCESS
entertainment / inspirationXL formpushTV/DVDmovies / videogameshours
information / productivityshort formpullsoftware / websitessearch / socialvideohours
entertainment / creationmedium formpullapps / websitesebooks / photosvideoquarters
communication / monitoringXS formpushApps / widgetsmusic / casual gamesminutes
maandag 30 mei 2011
Entertainment&Inspiration
XL FormPush
TV/DVDMoviesGamesHours
Information&Production
ShortformPull
Software/WebsitesSocial/Search
VideoHours
Entertainment&Consumption
Medium FormPull
Apps/WebsiteseBooks/Photos
VideoQuarters
Communication&Monitoring
XS FormPush
Apps/WidgetsMusic
Casual GamesMinutes
One Brand - one Product = One Pricedevice agnostic
Montag, 10. Oktober 2011
3. Partner with leading tech providersAnd use HTML to customize your product
Future Issues
Digital Publishing ToolsTeam Up of Market Leaders
Digital Publishing SuiteContent Delivery
Reader Application
+
Woodwing EnterpriseSmart Plug Ins / Tools
Reader Application
Customizeusing HTML
EmbeddedWidgets
+
Hybrid App
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4. Enhance your workflowsDon´t try to produce leading digital products with old print workflows
Access all kinds of contents
MultichannelDistribution
Maximal creativefreedom
Preparation Assembly Output
Woodwing Enterprise+ Smart Plug Ins/Tools
ReaderApp
CDS
Content Station Adobe InDesign Content Station
Montag, 10. Oktober 2011
5. ReThink your digital portfolioNot just transfer your existing brands and products
So far: Print goes iPad
„A Newspaper on the iPad“
Future: iPad-specific
New iPad-only
titles
+
Enhancement of
existing titles
„Multimedia user experiencesbased on written content“
Montag, 10. Oktober 2011
Future Issues
6. Amazon as a new key playerDon´t rely on Google for a working pay model
Kindle/Kindle FireiPad Various Android Tablets
Paid Free
iOS Android
Walled Gardens Open
Montag, 10. Oktober 2011
7. Mobile devices push the social webFuture digital publishing should always implement a social media strategy
Search Web
Based on links to websites and documents
Social Web
Based on relationshipsbetween users
Montag, 10. Oktober 2011
8. Prepare for „Permanent Beta“
"The New York Times runs in permanent beta mode."
Janet Robinson, CEO of the New York Times Company (October 2010)
Constantly improve and develope with agile methods and in short cycles
Montag, 10. Oktober 2011
Thanks for listening!
Montag, 10. Oktober 2011
Hybrid app solutions will rise..as they enable e!ective cross platform publishing combining best of both worlds
Future Issues
Hybrid
WebHTML5Web Kit
Limited FeaturesDevice Agnostic
Preferes Free Models
NativeNative PlatformsFull Feature Set
App StoresEnables Paid Models
vs.
Montag, 10. Oktober 2011