A future publishing concept presentation done originally for a client, which we wanted to share because of its universal findings. We feel that the media field with books and magazines is in the middle of large paradigm change and we tried to find the core of the problems and create a solution, a mash-up by using only existing things. Kind of like they did with the Apollo 13 crisis. Any and all feedback is appreciated! All images are copyright to their owners and if you want an image removed, let me know. We chose it because it was awesome. Any and all feedback is appreciated!

1. Helping paper get up
A future publishing concept for a media ecosystem
Concept Presentation, November 12th 2012
Markus Sandelin (markus@fwd.fi)
FWD Helsi nki Oy tel: +358 20 794 0180 Conf identia l We de sign h appy custome rs
Kai saniemenkat u 6 A www.f wd.fi ©2012 FWD Helsinki
00100, Hels ink i Fin land in fo@fwd. fi All r ights re se rve d

2. The original presentation was originally made for a client, but
we thought it was universal enough to release to the world. We
hope it will be of use to you as well. The approach was more
books and magazines, but many things apply elsewhere as
well.
Markus Sandelin - in Helsinki, November 12th 2012

3. The 10 issues the media field will face next

4. “Building separate user interfaces will become
1 unmanageable and too expensive.”

5. “The media companies have to start selling and
2 adapt to the app store mentality.”

6. “Users aren’t looking for uniqueness, they are
3 looking for compatibility.”

7. 4 “Users want to buy once and consume wherever.”

8. “Media companies cannot survive by selling just
5 their own products, they have to expand.”

9. “Media companies publication processes for
6 current and especially archive material are
antiquated.”

10. “The amount of information is growing faster than
7 we can consume it. Metadata and automation will
play a key role in the media future.”

11. “The former CRM model media companies use is
8 facing extinction, they will have to adapt a more
data driven model and automate segments.”

12. “Modern lay-outing will eventually lose to UI
9 frameworks and modular publishing.”

13. “The magazine format will change, expand and
10 evolve in the near future. It cannot maintain the
amount of data without change.”

14. “Consumers don’t just buy products, they buy ecosystems.”
Kevin C. Tofel, GigaOM

15. 1. Paid web content
2. Kindle + iPhone
The first two phases of digital publishing have passed.
There have been winners and there have been losers.

16. Like with most new technologies, the early versions were
focused either on the product or the content producer. They
became invested in what they have now. MySpace learned this
the hard way.

17. After Apple created its ecosystem, the walled gardens started
to crumble. It was new and it was what the people wanted. It
was good, it still is good, but it won’t last the test of time.
It too is a walled garden, just bigger.

18. The concept is an ecosystem.

19. A good ecosystem allows the three E’s
Evolve Expand Enable
Ecosystems grow and die with their A ecosystem that does not actively try to A ecosystem is all about the survival of
participants, those who are using the expand to encompass other ecosystems the fittest, a good ecosystem gives out
ecosystems for their own benefit. will stagnate and die. the best for the best and forgets the rest.

20. The act of consuming content and moving
Reading between different content no matter the
device
The act of finding more content from the
Discovering ecosystem, recommendations and browsing
The act of purchasing for the individual or
Buying group
The new ecosystem
consists of six parts The act of customer service, account
Caring management and portability
The act of making a note and/or sharing it in
Sharing other services, pulling in other people
Administering The art of running the whole show behind the scenes

21. What’s great about our concept that there’s nothing new with it.
It is a collection of proven practices and lessons learned.
It is basically a mashup.

22. Reading
A
Discovering
Buying
Reading Caring
Sharing
Administering

23. The book and the magazine have great user interfaces. So do
the hundreds of digital designs imitating and/or disrupting
those interfaces.

24. From these existing solutions, there are existing standards that
people expect to have. We’ll show you a few examples.

25. Let’s start with a unified design and layout,
what we call a UI framework. Our example is
from Readability.

26. Text
Readability has mastered unified layouts.

27. Text

28. They have developed a proven UI framework.

29. Then there’s on how people move between content, we chose
Amazon’s Kindle and Feedly iPad applications as our example.

30. Text
Kindle had to rethink moving between content.

31. Text
They took the convention from other digital media.

32. Text
And applied an unified UI framework.

33. Text
This same principle has been copied often afterwards.

34. Text
Like for example Feedly has done.

35. Where you have content, you have to keep it organized and be
able to create collections, we went with Amazon, Google and
Feedly.

36. Making lists is very human.
Text

37. Text
Lists have become even more important now.

38. Whether textual or visual.
Text

39. A lot of data is only meant for single serving, that’s why there’s
a need for a good data stream and the heroes there are
LinkedIn and Facebook.

40. Data today is not constantly relevant.
Text

41. Text
There’s too much of it, so the stream was invented.

42. All of these have already been done,
our standards have been set.

43. The end of Reading
In short, we believe there are already very clear and good
conventions in consuming content and media. We can copy the
best principles and focus on the important matters.
Next up, Discovering.

44. Reading
B
Discovering
Buying
Discovering Caring
Sharing
Administering

45. When we are able to read and consume content, move around
it and organize it the way we want in any tool for consumption,
we can start searching for new content.

46. Discovering content grows from four corners: Promotions,
semantic content, recommendations and searching.

47. You need proper tools for making and showing promotions, we
think Apple’s App store and the Chrome store are great
examples.

48. Promotion
Show off the goods and maintain control.

49. Text
Some automated, some manual.

50. Spotify and StumbleUpon are great in showing more relevant
content based on your decisions and actions.

51. Text
The more data, the more help we need to get started.

52. Text
Metadata and semantics are crucial.

53. Sometimes human touch is required for proper
recommendations, but there’s always use for a good algorithm.
Our examples are from Spotify and Kindle store which have
combined both.

54. Text
The power of recommendations still lives strong.

55. Text
Whether it comes from peers or machines.

56. If all else fails, we need to implement a good enough search,
maybe even tailor a custom Google installation. The end users
like results like Steam and Kickstarter searches provide.

57. Text
The users know how to search.

58. Text
And we expect good results, every time.

59. Conventions have a tendency of being self-amplifying. In
layman's terms this means: These are conventions people are
used to and the more familiar they feel, the more they will use it.

60. The media houses also have a massive history of content. With
this model, we can deliver a massive archive without much
extra work and we can do that in big or small steps.

61. The end of Discovering
There are multiple generations of promotion tools and existing
ecosystems that we can take as a foundation, helping us to save
our strength for the administrator tools.
Next up, Buying.

62. Reading
C
Discovering
Buying
Buying Caring
Sharing
Administering

63. Once people are able to read and find more content, we will
help them to pay for said content.

64. There are a lot of conventions in buying for myself, but not so
many where people can buy in bulk in a corporate setting. At
least in general ecommerce applications.

65. We’ll handle buying in three scenarios: Subscriptions for
individuals, purchasing for individuals and subscriptions/
purchasing in bulk.

66. Managing subscriptions for individuals with Spotify and
LinkedIn as the poster boys.

67. Text
Don’t hide the price, no one likes that.

68. Text
We are used to pay and consume.

69. Buying products for individuals is mastered by Amazon.

70. Text
Users are very used to buy products.

71. Text
Buying has to be at least as good.

72. The only “new” thing here is thinking how to fix buying and
subscribing for groups, we think we can take a model from the
IT world. Our examples, Google Apps user management and
billing and 37 signals suite management.

73. Text
Buying in bulk for media is new, but we cross over.

74. Text
The app scene has answered this already.

75. The end of Buying
Subscriptions and purchases for individuals don’t require
much thought, it’s been done so many times over. What we
should focus on are bulk and business users, that will be the
killer app in our ecosystem.
Next up, Caring.

76. Reading
D
Discovering
Buying
Caring Caring
Sharing
Administering

77. In order to buy and save content, the users need an account to
store their data and purchases.

78. This too, has been done many times.

79. There are great examples of account management, we chose
LinkedIn and Google.

80. Text
Self service and transparency is a must.

81. Text
And there are examples of this too.

82. Data portability is a must. We like how Google and 37 Signals
have done it.

83. Text
Data portability doesn’t have to be too big.

84. Text
But doing it well makes you the good guy.

85. We feel that proper customer service can not be over
emphasized and we like Get Satisfaction and Zendesk.

86. Text
Customer service can become a platform.

87. Text
But it doesn’t mean that the quality should suffer.

88. The end of Caring
A good self service environment is a great boon for the
ecosystem when done right, customer service will make or
break any newcomer to the market.
Next up, Sharing.

89. Reading
E
Discovering
Buying
Sharing Caring
Sharing
Administering

90. Once we've created a happy customer, we help to share the
experience.

91. Sharing happens everywhere, every day. Such as blogs,
Facebook and Youtube, which are our example.

92. Text
You can do it on any site.

93. Text
All of Facebook is sharing.

94. Text
Not forgetting embedding and other types of sharing.

95. In a modern service, we also want to share with ourselves. We
think we have great examples from Amazon and Spotify.

96. Text
For readers, notes are important.

97. Text
Such are personal data collections like playlists.

98. The end of Sharing
We should start with basic sharing and then improve it later
after we have the rest of the ecosystem working. The basics are
simple: Lists, notes and links.
Next up, Administering.

99. Reading
F
Discovering
Buying
Admin Caring
Sharing
Administering

100. The user side is just half of the story, we need
great admin tools to succeed.

101. Luckily, these tools are already known to us and our users are
used to handle them. We take care of our own blogs,
advertising, communications and many other things. Here are
a few examples.

102. Text
With Wordpress users know how to publish our content.

103. Text
Users know how to talk to our fans in Facebook.

104. Text
Users know how to advertise on Google and earn from it.

105. Text
Users know how to build web shops themselves.

106. Text
Users know what an ecosystem is, they understand it.

107. What we are trying to say, that everything has already been
done. We just need to put it together in a different way that
hasn’t been done before.

108. Very similarly like Apple approaches product design.

109. Just like the whole western civilization and every single
invention has developed through iteration.
(Steam engine development started in first century AD and the “beta” came
out in 1698, the first proper release was by Thomas Newcomen in 1712)

110. The end of Administering.
Admin tools are amazingly important in any ecosystem.
Whether it’s for customer service or promotion, adding new
books or reading reports. They are paramount. They are our
chance to shine beyond others.
And now for something completely different.

111. The act of consuming content and moving
Reading between different content no matter the
device
The act of finding more content from the
Discovering ecosystem, recommendations and browsing
The act of purchasing for the individual or
Buying group
That’s it, your new
ecosystem. The act of customer service, account
Caring management and portability
The act of making a note and/or sharing it in
Sharing other services, pulling in other people
Administering The art of running the whole show behind the scenes

112. Thanks for your time.

113. “The secret of getting ahead is
getting started. The secret of
getting started is breaking
your complex overwhelming
tasks into small manageable
tasks, and then starting on
the first one.”
Mark Twain
FWD Helsi nki Oy tel: +358 20 794 0180 Conf identia l We de sign h appy custome rs
Kai saniemenkat u 6 A www.f wd.fi ©2012 FWD Helsinki
00100, Hels ink i Fin land in fo@fwd. fi All r ights re se rve d

114. Lisäinfoa:
Kiitos Markus Varha
Account Director
More information:
+358 44 36 99 887
Tack Markus Sandelin
Designer
markus.varha@fwd.fi
+358 44 36 99 887
markus.sandelin@fwd.fi
Thanks
FWD Helsi nki Oy tel: +358 20 794 0180 Conf identia l We de sign h appy custome rs
Kai saniemenkat u 6 A www.f wd.fi ©2012 FWD Helsinki
00100, Hels ink i Fin land in fo@fwd. fi All r ights re se rve d