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Staffan Ekholm
CEO, 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
To not get stuck in the
  current paradigm...

Creativity, innovation and
 rapid prototyping is key!
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 as
much as they do with their eyes.
Read
Watch
Touch, swipe, tap
Share
WHAT’S NEW GREEN TECH



        TIMELINE            SIMPLER SOLAR
                            SUN 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


        NOW
        Power Pack
        This take-anywhere electric plant      more wavelengths in less space
        won’t weigh you down. Tonino           by wrapping each individual
        Lamborghini’s bag is the first          particle of a conductive layer in
        product to use a new solar panel       light-absorbing dye molecules.
        that’s as light, thin and flexible      Charge a cellphone in six to eight
        as fabric yet absorbs rays in any      hours, indoors or out. Tonino
        light, including artificial light or    Lamborghini Solar Bag with G24
        under clouds. It’s made of dye-        DSSC Panel $200 (est.);
        sensitized solar cells, which trap     www.tlmm.com—s.p.

               SOON: FALL

Print
             Plug-and-Play
             Panels
             Click 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                           BEAM DATA Your
             a home circuit breaker. Armageddon                                  phone can display power
             Energy SolarClovers From $8,000;                                    output and other stats sent
             armageddonenergy.com—s.p.                                           by Armageddon’s solar units.




                                                                                                                             FROM TOP: COURTESY TONINO LAMBORGHINI; COURTESY
               LATER: 2011                                                          MIX AND MATCH Dow’s
        Solar Shingles                                                              solar tiles blend in with




                                                                                                                             ARMAGEDDON ENERGY; COURTESY DOW
        Rather than laying solar panels across your roof, use them as your          standard roof shingles.
        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

        26 POPULAR SCIENCE APRIL 2010                                                                           POPSCI.COM
WHAT’S NEW GREEN TECH



                  TIMELINE            SIMPLER SOLAR
                                      SUN 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


                  NOW
                  Power Pack
                  This take-anywhere electric plant      more wavelengths in less space
                  won’t weigh you down. Tonino           by wrapping each individual
                  Lamborghini’s bag is the first          particle of a conductive layer in
                  product to use a new solar panel       light-absorbing dye molecules.
                  that’s as light, thin and flexible      Charge a cellphone in six to eight
                  as fabric yet absorbs rays in any      hours, indoors or out. Tonino
                  light, including artificial light or    Lamborghini Solar Bag with G24
                  under clouds. It’s made of dye-        DSSC Panel $200 (est.);
                  sensitized solar cells, which trap     www.tlmm.com—s.p.




Print to tablet          SOON: FALL
                       Plug-and-Play
                       Panels
                       Click 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                           BEAM DATA Your
                       a home circuit breaker. Armageddon                                  phone can display power
                       Energy SolarClovers From $8,000;                                    output and other stats sent
                       armageddonenergy.com—s.p.                                           by Armageddon’s solar units.




                                                                                                                                       FROM TOP: COURTESY TONINO LAMBORGHINI; COURTESY
                         LATER: 2011                                                          MIX AND MATCH Dow’s
                  Solar Shingles                                                              solar tiles blend in with




                                                                                                                                       ARMAGEDDON ENERGY; COURTESY DOW
                  Rather than laying solar panels across your roof, use them as your          standard roof shingles.
                  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

                  26 POPULAR SCIENCE APRIL 2010                                                                           POPSCI.COM
Created for tablet
HOW IT WORKS CLEAN ENERGY
 XXXXXXXXX




THE NEXT-GEN                                                                                         ELECTRICAL CIRCUITRY: Converters
                                                                                                     stabilize the current’s varying frequencies.
                                                                                                     Transformers boost voltage from 690 volts
                                                                                                     to more than 22,000, so current travels
                                                                                                                                                                                              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
                                                                                                                                                                                                                                                                   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




WIND TURBINE
                                                                                                     e ciently over long-distance lines.                                                      winds to avoid power overloads or hardware damage.                   gives them a shape that increases lift.




                                                                                                                                                                                                                                                                                                        BLADE
To take advantage of the strong winds that blow                                                                                                                                                                                                                                                         JOINT
over the ocean, this gearless turbine uses a giant
ring of magnets and 176-foot blades                                                                                                                                                                                                                                                                      ROTOR
By Rena Marie Pacella
Illustrations                            STATS             GENERATOR:
                                                           The 90-ton
by Nick Kaloterakis                      GE OFFSHORE
                                                           generator consists                                                                                                                                                                                      A TWIST ON BLADES
                                         TURBINE                                                                                                                                                                                                                   The longer a turbine’s blades, the more
There’s enough wind energy               ROTOR DIAMETER:   of a nearly 20-foot
                                                           ring of magnets                                                                                                                                                                                         wind it captures and the more electricity it
along our coastlines to power the        360 ft.                                                                                                                                                                                                                   creates. “If we could, we would just build
country four times over, and the race    TOWER HEIGHT:     that spins to
                                                           produce current.                                                                                                                                                                                        infinitely longer blades,” Mercer says. “The
is on to build the best o shore tur-     300 ft.                                                                                                                                                                                                                   problem is, blades get heavy and flexible.”
bines to capture it. Manufacturers       MAX. POWER:       Its large diameter
                                                           lets it create a lot of                                                                                                                                                                                 That flexibility, coupled with the force from
worldwide are experimenting with         4 megawatts                                                                                                                                                                                                               very high winds, can bend blades so much
two techniques: ever-longer blades       MORE INFO:        power when turning
                                                           slowly, at the same                                                                                                                                                                                     that they burden the machine or even smack
to harness more gusts, and simpli-       ge.com                                                                                                                                                                                                                    the tower. So GE designed a blade that twists
fied drivetrains (including new gene-                       8 to 20 rpm as the
                                                           blades, so it doesn’t                                                                                                                                                                                   as it bends. It’s curved backward about eight
rators) that slash the need for costly                                                                                                                                                                                                                             feet, instead of extending straight out. When
repairs at sea. GE’s upcoming mach-                        need a gearbox to
                                                           speed it up to the                                                                                                                                                                                      a gust pushes the tip up, the blade twists
ine, slated to go online in 2012, will                                                                                                                                                                                                                             slightly around its curve—instantly angling
combine both into one package.                             thousands of rpm
                                                           most megawatt                                                                                                                                                                                           itself so that it bears less of the gust’s brunt
     GE created lightweight 176-foot                                                                                                                                                                                                                               yet still captures a large part of its energy.
blades—about 40 percent longer
                                                           generators require.                                                                                                                                                                 ROTOR SHAFT
than the average—with a more aero-
                                                           “Get rid of the
dynamic shape. The blades will
                                                           gearbox, and now
attach to a drivetrain that does away
                                                           you don’t have to
                                                           change the oil,”                                                                                                                                                                    NACELLE: The
with many of the moving parts,                                                                                                                                                                                                                 fiberglass pod is
including the gearbox, that are
                                                           says GE engineer
                                                           Gary Mercer.                                                                                                                                                                        30 feet tall.
prone to breakage and energy loss.
A direct-drive mechanism replaces
gears, and permanent magnets                                                                                                                                                                                                                    YAW DRIVE
replace the electromagnets that
require starter brushes, coils and
power from the grid every time they
fire up. The blades are now being
                                                           HOW TO SPIN POWER                                                                                                                                                                   TOWER: The
                                                                                                                                                                                                                                               steel tower rests
tested in the Netherlands, and the                             1. POSITION THE BLADES                2. CAPTURE THE WIND                            3. TURN IT INTO ELECTRICITY                                                                on a concrete
drivetrain in Norway. Combining                                Based on data from wind-direction     The three-bladed rotor spins in                The shaft spins the generator’s
                                                                                                                                                                                                                                               pylon that’s
the two should result in a turbine                             sensors, a yaw-drive motor turns      winds from 7 to 70 mph, sweeping               neodymium magnets inside
                                                                                                                                                                                                                                               driven dozens
that captures 25 percent more wind                             the nacelle to face the wind. A       twice the area of a football field. A           stationary copper coils, inducing
                                                                                                                                                                                                                                               of feet into the
power than conventional models, so                             pitch controller rotates each blade   23-foot-long steel rotor shaft and             current in the coils. Circuitry adjusts
                                                                                                                                                                                                                                               seabed and rises
it can operate more often at its full                          around a bearing, setting it to the   two roller bearings transfer the               the frequencies and voltage of the
                                                                                                                                                                                                                                               nearly 300 feet
four-megawatt potential—enough to                              best angle for the wind speed.        mechanical energy to the generator.            current and sends it o to the grid.
                                                                                                                                                                                                                                               out of the water.
power 1,000 homes.

42 POPULAR SCIENCE APRIL 2010
Advertizing
Advertising

       ACURA
Advertising

       Canon
Advertising

        Shell
Creation
Create             Apps




         Publish
Create         Reviewer   Apps
                                   Published




                Publish

FREE
Download the production environment
FREE
                  magplus.com
What we know...
(not much)
We’re about
one year in.
Recreate the
experience,
packaging, pricing
and marketing!
Learn by doing

Continuous movement through and between stories, closer to
panning a camera than turning a page. Flow is the new flip.
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)
Staffan Ekholm
staffan.ekholm@magplus.com
      +46 0705 400 665

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Staffan Ekholm London June 14, 2011

  • 2. 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?
  • 4.
  • 5. The tablet revolution is the biggest opportunity for publishers in decades!
  • 6. A killer device Functioning ecosystem and an established purchasing behavior Relevant and attractive ads
  • 7.
  • 8.
  • 11. To not get stuck in the current paradigm... Creativity, innovation and rapid prototyping is key!
  • 13. Editors in control Can’t require additonal IT expertise Easy and intuitive creation
  • 14. Optimized for the device?
  • 15. It’s not a @#$%^ print page. But it’s also not Angry Birds. People read with their hands as much as they do with their eyes.
  • 17. WHAT’S NEW GREEN TECH TIMELINE SIMPLER SOLAR SUN 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 NOW Power Pack This take-anywhere electric plant more wavelengths in less space won’t weigh you down. Tonino by wrapping each individual Lamborghini’s bag is the first particle of a conductive layer in product to use a new solar panel light-absorbing dye molecules. that’s as light, thin and flexible Charge a cellphone in six to eight as fabric yet absorbs rays in any hours, indoors or out. Tonino light, including artificial light or Lamborghini Solar Bag with G24 under clouds. It’s made of dye- DSSC Panel $200 (est.); sensitized solar cells, which trap www.tlmm.com—s.p. SOON: FALL Print Plug-and-Play Panels Click 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 BEAM DATA Your a home circuit breaker. Armageddon phone can display power Energy SolarClovers From $8,000; output and other stats sent armageddonenergy.com—s.p. by Armageddon’s solar units. FROM TOP: COURTESY TONINO LAMBORGHINI; COURTESY LATER: 2011 MIX AND MATCH Dow’s Solar Shingles solar tiles blend in with ARMAGEDDON ENERGY; COURTESY DOW Rather than laying solar panels across your roof, use them as your standard roof shingles. 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 26 POPULAR SCIENCE APRIL 2010 POPSCI.COM
  • 18. WHAT’S NEW GREEN TECH TIMELINE SIMPLER SOLAR SUN 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 NOW Power Pack This take-anywhere electric plant more wavelengths in less space won’t weigh you down. Tonino by wrapping each individual Lamborghini’s bag is the first particle of a conductive layer in product to use a new solar panel light-absorbing dye molecules. that’s as light, thin and flexible Charge a cellphone in six to eight as fabric yet absorbs rays in any hours, indoors or out. Tonino light, including artificial light or Lamborghini Solar Bag with G24 under clouds. It’s made of dye- DSSC Panel $200 (est.); sensitized solar cells, which trap www.tlmm.com—s.p. Print to tablet SOON: FALL Plug-and-Play Panels Click 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 BEAM DATA Your a home circuit breaker. Armageddon phone can display power Energy SolarClovers From $8,000; output and other stats sent armageddonenergy.com—s.p. by Armageddon’s solar units. FROM TOP: COURTESY TONINO LAMBORGHINI; COURTESY LATER: 2011 MIX AND MATCH Dow’s Solar Shingles solar tiles blend in with ARMAGEDDON ENERGY; COURTESY DOW Rather than laying solar panels across your roof, use them as your standard roof shingles. 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 26 POPULAR SCIENCE APRIL 2010 POPSCI.COM
  • 20. HOW IT WORKS CLEAN ENERGY XXXXXXXXX THE NEXT-GEN ELECTRICAL CIRCUITRY: Converters stabilize the current’s varying frequencies. Transformers boost voltage from 690 volts to more than 22,000, so current travels 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 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 WIND TURBINE e ciently over long-distance lines. winds to avoid power overloads or hardware damage. gives them a shape that increases lift. BLADE To take advantage of the strong winds that blow JOINT over the ocean, this gearless turbine uses a giant ring of magnets and 176-foot blades ROTOR By Rena Marie Pacella Illustrations STATS GENERATOR: The 90-ton by Nick Kaloterakis GE OFFSHORE generator consists A TWIST ON BLADES TURBINE The longer a turbine’s blades, the more There’s enough wind energy ROTOR DIAMETER: of a nearly 20-foot ring of magnets wind it captures and the more electricity it along our coastlines to power the 360 ft. creates. “If we could, we would just build country four times over, and the race TOWER HEIGHT: that spins to produce current. infinitely longer blades,” Mercer says. “The is on to build the best o shore tur- 300 ft. problem is, blades get heavy and flexible.” bines to capture it. Manufacturers MAX. POWER: Its large diameter lets it create a lot of That flexibility, coupled with the force from worldwide are experimenting with 4 megawatts very high winds, can bend blades so much two techniques: ever-longer blades MORE INFO: power when turning slowly, at the same that they burden the machine or even smack to harness more gusts, and simpli- ge.com the tower. So GE designed a blade that twists fied drivetrains (including new gene- 8 to 20 rpm as the blades, so it doesn’t as it bends. It’s curved backward about eight rators) that slash the need for costly feet, instead of extending straight out. When repairs at sea. GE’s upcoming mach- need a gearbox to speed it up to the a gust pushes the tip up, the blade twists ine, slated to go online in 2012, will slightly around its curve—instantly angling combine both into one package. thousands of rpm most megawatt itself so that it bears less of the gust’s brunt GE created lightweight 176-foot yet still captures a large part of its energy. blades—about 40 percent longer generators require. ROTOR SHAFT than the average—with a more aero- “Get rid of the dynamic shape. The blades will gearbox, and now attach to a drivetrain that does away you don’t have to change the oil,” NACELLE: The with many of the moving parts, fiberglass pod is including the gearbox, that are says GE engineer Gary Mercer. 30 feet tall. prone to breakage and energy loss. A direct-drive mechanism replaces gears, and permanent magnets YAW DRIVE replace the electromagnets that require starter brushes, coils and power from the grid every time they fire up. The blades are now being HOW TO SPIN POWER TOWER: The steel tower rests tested in the Netherlands, and the 1. POSITION THE BLADES 2. CAPTURE THE WIND 3. TURN IT INTO ELECTRICITY on a concrete drivetrain in Norway. Combining Based on data from wind-direction The three-bladed rotor spins in The shaft spins the generator’s pylon that’s the two should result in a turbine sensors, a yaw-drive motor turns winds from 7 to 70 mph, sweeping neodymium magnets inside driven dozens that captures 25 percent more wind the nacelle to face the wind. A twice the area of a football field. A stationary copper coils, inducing of feet into the power than conventional models, so pitch controller rotates each blade 23-foot-long steel rotor shaft and current in the coils. Circuitry adjusts seabed and rises it can operate more often at its full around a bearing, setting it to the two roller bearings transfer the the frequencies and voltage of the nearly 300 feet four-megawatt potential—enough to best angle for the wind speed. mechanical energy to the generator. current and sends it o to the grid. out of the water. power 1,000 homes. 42 POPULAR SCIENCE APRIL 2010
  • 21.
  • 23. Advertising ACURA
  • 24. Advertising Canon
  • 25. Advertising Shell
  • 27.
  • 28.
  • 29. Create Apps Publish
  • 30. Create Reviewer Apps Published Publish FREE
  • 31. Download the production environment FREE magplus.com
  • 32.
  • 33.
  • 37.
  • 39. Learn by doing Continuous movement through and between stories, closer to panning a camera than turning a page. Flow is the new flip.
  • 40. 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?
  • 41. 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)