1. Nätverkstan
Project: Long Tail
Digital
Eurozine
Wien • Febr 2 • 2010
www.natverkstan.net

2. Nätverkstan

3. Nätverkstan

4. Nätverkstan
• Founded 1996
• Owned by 30 cultural journals
• Education, technical and business
support, projects
• 15 emloyees
• Mixed economy

5. Background

6. Source: The Economist, Jan. 30th–Feb. 5th 2010.

7. Iphone
www Apps
Internet
Fig 1. Different interfaces to Internet

8. The Project

9. Goals
1. To help small publishers take
advantage of the effects of the
"Long Tail"
2. To simplify distribution and
sale of texts for small publishers

10. Simplify distribution
• Physical / Digital
• Books / Journals
• Free / Payment

11. A complex eco-system

12. A complex eco-system
5 levels

13. A complex eco-system
5 levels

14. A complex eco-system
5 levels

15. A complex eco-system
5 levels

16. A complex eco-system
5 levels
Content

17. A complex eco-system
5 levels
Content
Format

18. A complex eco-system
5 levels
Content
Format
Application

19. A complex eco-system
5 levels
Content
Format
Application
Platform

20. A complex eco-system
5 levels
Content
Format
Application
Platform
Businessmodell

21. A complex eco-system
5 levels
Content Text
Format
Application
Platform
Businessmodell

22. A complex eco-system
5 levels
Content Text
Format EPUB, PDF...
Application
Platform
Businessmodell

23. A complex eco-system
5 levels
Content Text
Format EPUB, PDF...
Application iBook Reader...
Platform
Businessmodell

24. A complex eco-system
5 levels
Content Text
Format EPUB, PDF...
Application iBook Reader...
Platform Iphone, Ipad...
Businessmodell

25. A complex eco-system
5 levels
Content Text
Format EPUB, PDF...
Application iBook Reader...
Platform Iphone, Ipad...
Businessmodell Advertisment,
Subscription...

26. Journal
HTML PDF EPUB
Format Paper
www
Device PC / Smartphone /
Tablet
Reader
Fig 2. Different textformats

27. Text
App
GUI
Fig 3. What is an application?

28. Text
App
GUI
Fig 3. What is an application?

29. Text
App
GUI
Fig 3. What is an application?

30. Text
App
GUI
Fig 3. What is an application?

31. Free
Text
App
GUI
Fig 3. What is an application?

32. Free
Text
App
GUI
Fig 3. What is an application?

33. Free
Text
App Payed
GUI
Fig 3. What is an application?

34. Journal
Apple iBook
Store
iPad
Reader
Fig 4. A complex eco-system

35. Journal
Apple iBook 2 Flows
Store
iPad
Reader
Fig 4. A complex eco-system

36. Information /
Journal
EPUB-files
Apple iBook 2 Flows
Store
iPad
Reader
Fig 4. A complex eco-system

37. Information /
Journal
EPUB-files
Apple iBook 2 Flows
Store
iPad
Reader
Fig 4. A complex eco-system

38. Information /
Journal
EPUB-files
Apple iBook 2 Flows
Store
iPad
Money
Reader
Fig 4. A complex eco-system

39. Information /
Journal
EPUB-files
Apple iBook 2 Flows
Store
iPad
Money
Reader
Fig 4. A complex eco-system

40. Information /
Journal
EPUB-files
Apple iBook 2 Flows
Store
iPad
Money
Reader
Fig 4. A complex eco-system

41. Information /
Journal
EPUB-files
Apple iBook
30 / 70 2 Flows
Store
iPad
Money
Reader
Fig 4. A complex eco-system

42. Information /
Journal
EPUB-files
Apple iBook
30 / 70 2 Flows
Store
iPad
App
Money
Reader
Fig 4. A complex eco-system

43. Journal
Apple iBook
Store
Conten
provider
iPad
App
Reader
Fig 5. Several content providers

44. Journal
Apple iBook
Store
Conten
provider
iPad
App
Reader
Fig 5. Several content providers

45. Journal
Apple iBook
Store
Conten
provider
iPad
App
Database
Reader
Fig 5. Several content providers

46. Journal
Apple iBook
Store
Conten
provider
iPad
App
Database
Reader
Fig 5. Several content providers

47. Journal
Apple iBook
Store
Conten
provider
iPad
App
Database
Infrastructure
for payment
Reader
Fig 5. Several content providers

48. Journal
Apple iBook
Store
Conten
provider
iPad
App
Database
Database
Infrastructure
for payment
Reader
Fig 6. Unique advantage

49. Journal
Apple iBook
Store
Conten
provider
iPad
App
Database
Database
Infrastructure
for payment
Reader
Coordination
Small scale
Credit cards
Micropayments
Fig 6. Unique advantage

50. Nätverkstans offer
1. Develop apps
2. Distribution of texts
3. Infrastructure for
payments

51. Mission statement

52. Mission statement
1. NV is an agency, not a bookstore. Every
publisher take their own business decisions.

53. Mission statement
1. NV is an agency, not a bookstore. Every
publisher take their own business decisions.
2. Inclusive. "If they think they are, they are".

54. Mission statement
1. NV is an agency, not a bookstore. Every
publisher take their own business decisions.
2. Inclusive. "If they think they are, they are".
3. Non-exclusive agreements. One among many
distribution channels. Leave any time.

55. Mission statement
1. NV is an agency, not a bookstore. Every
publisher take their own business decisions.
2. Inclusive. "If they think they are, they are".
3. Non-exclusive agreements. One among many
distribution channels. Leave any time.
4. Embrace open standards.

56. Mission statement
1. NV is an agency, not a bookstore. Every
publisher take their own business decisions.
2. Inclusive. "If they think they are, they are".
3. Non-exclusive agreements. One among many
distribution channels. Leave any time.
4. Embrace open standards.

57. Mission statement
1. NV is an agency, not a bookstore. Every
publisher take their own business decisions.
2. Inclusive. "If they think they are, they are".
3. Non-exclusive agreements. One among many
distribution channels. Leave any time.
4. Embrace open standards.

58. Mission statement
1. NV is an agency, not a bookstore. Every
publisher take their own business decisions.
2. Inclusive. "If they think they are, they are".
3. Non-exclusive agreements. One among many
distribution channels. Leave any time.
4. Embrace open standards.

59. Mission statement
1. NV is an agency, not a bookstore. Every
publisher take their own business decisions.
2. Inclusive. "If they think they are, they are".
3. Non-exclusive agreements. One among many
distribution channels. Leave any time.
4. Embrace open standards.

60. What should Eurozine do?

61. What should Eurozine do?
1. Eurozine should add EPUB as a
new format

62. What should Eurozine do?
1. Eurozine should add EPUB as a
new format
2. Nätverkstan could – as a pilot, for
free – develop an application for
Eurozine.

63. - The End -
olav.unsgaard@natverkstan.net
david.karlsson@natverkstan.net