New Markets for Scholarly Publishers: iPhone, Kindle and other mobile devices

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How should scholarly publishers approach the many new channels available through Web 2.0 technologies and services as well as mobile devices?

Technologie Business

New Markets & Channels for Scholarly Content Kristen Fisher Ratan Assistant Director, Business Strategy HighWire Press SSP Webinar August 27, 2009

About HighWire ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Topics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Evolving Digital Strategy ,[object Object],[object Object],[object Object],[object Object]

eReaders and Smartphones eReaders SONY Smartphones

Mobile Devices Mobile Computers Media Rec/Play Handheld Games Cell Phones eReaders SONY Smart Phones

New Channels Blogs Podcasts Widgets Print-on-demand Custom Publishing Wikis E-Channels Print Replacement Storefronts Multimedia Communities Mobile Devices

Content Delivery Preferences ,[object Object],Copyright @2008 Outsell, Inc. http://www.outsellinc.com

SmartPhone Market Share Marketshare data from Gartner report "Worldwide Smartphone Sales Reached Its Lowest Growth Rate With 3.7 Per Cent Increase in Fourth Quarter of 2008" Symbian OS iPhone OS RIM Blackberry Windows Mobile Linux Palm OS

Estimated eReader Marketshare Cleantech Group report: E-readers a win for carbon emissions August 19, 2009 http://bit.ly/2YgHbO

From the Publisher Perspective Publisher Content Store Storefronts (iTunes, Amazon, etc) Content Distribution and General Access General Channels (web browser, etc) Special Access Community (facebook, etc) Devices (iPhone, Kindle, etc) Transformed / New Content Full Content Partial Content AFFECTS YOUR EFFORT POTENTIAL FOR NEW REVENUE TARGETS SPECIFIC AUDIENCES

What is the effort versus ROI? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Increase Visibility Effort Kindle Blogs Podcasts Videos RSS iPhone

Reach New Audiences Effort Kindle Blogs Podcasts Videos RSS iPhone

Increase New Revenue (Direct Effect) Effort Kindle Blogs Podcasts Videos RSS iPhone

Early Focus – 4 Directions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Kindle and iPhone ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

eReaders: Kindle ,[object Object],[object Object],[object Object]

Smart phones: iPhone ,[object Object],[object Object]

Back to 1995? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Kindle limitations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

iPhone limitations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Kindle and iPhone Starting Points ,[object Object],[object Object],[object Object],[object Object],[object Object]

If you do nothing else… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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New Markets for Scholarly Publishers: iPhone, Kindle and other mobile devices

1. New Markets & Channels for Scholarly Content Kristen Fisher Ratan Assistant Director, Business Strategy HighWire Press SSP Webinar August 27, 2009

4. OVERVIEW

6. Kindle and iPhone?

7. eReaders and Smartphones eReaders SONY Smartphones

8. Mobile Devices Mobile Computers Media Rec/Play Handheld Games Cell Phones eReaders SONY Smart Phones

9. New Channels Blogs Podcasts Widgets Print-on-demand Custom Publishing Wikis E-Channels Print Replacement Storefronts Multimedia Communities Mobile Devices

10. MARKET INTELLIGENCE

11.

12.

13. SmartPhone Market Share Marketshare data from Gartner report "Worldwide Smartphone Sales Reached Its Lowest Growth Rate With 3.7 Per Cent Increase in Fourth Quarter of 2008" Symbian OS iPhone OS RIM Blackberry Windows Mobile Linux Palm OS

14. Estimated eReader Marketshare Cleantech Group report: E-readers a win for carbon emissions August 19, 2009 http://bit.ly/2YgHbO

15. NAVIGATING THE OPTIONS

16. From the Publisher Perspective Publisher Content Store Storefronts (iTunes, Amazon, etc) Content Distribution and General Access General Channels (web browser, etc) Special Access Community (facebook, etc) Devices (iPhone, Kindle, etc) Transformed / New Content Full Content Partial Content AFFECTS YOUR EFFORT POTENTIAL FOR NEW REVENUE TARGETS SPECIFIC AUDIENCES

17. ASSESSING RETURN

18.

19. Increase Visibility Effort Kindle Blogs Podcasts Videos RSS iPhone

20. Reach New Audiences Effort Kindle Blogs Podcasts Videos RSS iPhone

21. Building Brand Effort Kindle Blogs Podcasts Videos RSS iPhone

22. Increase New Revenue (Direct Effect) Effort Kindle Blogs Podcasts Videos RSS iPhone

23. HIGHWIRE’S MOBILE WORK

24. Kindle and iPhone!

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33. CAVEATS AND LIMITATIONS

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35.

36.

37. WHERE TO BEGIN

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New Markets for Scholarly Publishers: iPhone, Kindle and other mobile devices

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