Polymorphic publishing john barnes - what to build now

Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingIncisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the Year 2010 - 2011

Online Information 2011

Polymorphic Publishing What to build now?

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Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

What to build now?

Digital Publisher of the Year 2010 - 2011

Mobile Media Strategies June 14th 2011 Polymorphic Publishing What to build now?

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By 2013, mobile phones will overtake PCs as the most common Web access device worldwide

According to Gartner estimates:

The total number of PCs in use will reach 1.62 billion units in 2012, all of which are capable of Internet access, even if some are not connected.

By 2012, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.69 billion units. From 2012 onwards, this combined installed base will be greater than the installed base for PCs.

Nevertheless, most users in 2012 will use a PC as their primary Web access device and their phone as a secondary access device. However, as use of smartphones spreads globally, they will overtake the PC as the most common primary device for Web access sometime in 2015.

This shift means that many websites will need to be reformatted or rebuilt. Mobile device users typically make many fewer “clicks” on a website than PC users, and websites not optimized for smaller screen formats will risk reduced customer interaction and fewer transactions. This market barrier will be of particularly concern to:

Organizations in geographies where the PC is not as prevalent.

Organizations with consumer-facing websites.

Information portals used by educational institutions and the government sector, Online retailers, banks and financial service providers will be the most exposed to this risk.

Source: Gartner Top End User Predictions for 2010


Multi Screen Lives

Mobile is part of a ‘Multiscreen’ Life

We are in the midst of a revolution across a variety of screens, with new input methods, new formats, and new distribution models. This revolution is being fuelled by several fundamental drivers:

processing power growth, powerful portable batteries, increasing bandwidth for wireless Internet connectivity, the growth of cloud computing, a wide array of screen sizes and device form factors.

This “multiscreen” revolution represents the growing number, and diversity of screens in our daily lives – PCs, Smartphones, tablets, SmartTVs, as well as our increasing ability to interact with content and applications across screens, and the interconnections between them

In addition to desktop computers, we now see an increase in processing power on Smartphones, SmartTVs, and tablets.

This is driving the mobile computing boom and enabling much richer experiences on these screens

This creates a challenge for anyone building digital experiences, as they will need to deliver effective experiences across many devices – ‘Polymorphic Publishing’

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Multi Screen Lives

Screen Size

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For many years, web designers and application developers looked at the average computer screen size and aimed at that in their work. Over time, this size gradually increased and now we are at a point where this has splintered into many screen sizes. One can no longer design to a single average size.


Multi Screen Lives

'PolyMorphic Publishing'

Digital publishing is all about the audience and content, NOT the technology

The challenge facing publishers is the huge explosion in competing devices, operating systems and digital distribution channels

Digital consumers are increasing accessing and interacting with content on multi screens and in many different combinations, often quite unique to them

By concentrating on the technologies we are over complicating the problem, publishers must think much more about content and what works where, and much less about Android vs IoS, or tablet vs web.

The question to pose is ‘How should content be produced for different screens and distribution channels, and how can this increase reach and revenue?’

Publishers can play to their strengths, content, audiences and form factors, and create real value for their businesses by building synchronous product strategies that build audiences by offering variety and value across screen sizes and devices.

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Multi Screen Lives

Types of Polymorphic MultiScreen life

Simultaneous use of screens, where the content or actions being experienced in each are not related to each other, with attention alternating between tasks

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MULTI-TASKING

SYCHRONOUS

LINEAR Rather than simultaneous use, screens are used to access the same content immediately after each other

Simultaneous use of screens, where the content or actions on each screen are related in each in some way, or even interact

e.g. Taking Smartphone call, whilst using desktop computer/tablet, with TV screen running in background

e.g. Reading documents on desktops and then continuing to do so on the way home through a mobile/tablet

e.g. Scanning a QR code on magazine on a smartphone to launch a web page or service




Multi Screen Lives

User comments from Google Homegrown

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‘Multiscreen? Yes sure ! I use my mobile very often while using my notebook. I often use my mobile when the

notebook boots or I wait for a download. I use my mobile a lot while watching TV. When I hear things I don’t know about

I will look them up on my phone’.

‘So let’s say I’m watching live sports on TV. Smartphone will be used for texting about the game and/or keeping a Twitter hashtag search on.

Notebook will be used for either Google real time search on the game or Tweetdeck pulling in Twitter and Facebook feeds on the game. Tablet will often be used to search for more/immediate information on what I

am watching on TV’.

‘I often use a combination of my phone or either my laptop or my tablet. I sometimes send web pages from Chrome on my laptop to my phone to continue viewing on the go. I also use

my phone to scan QR codes on my laptop screen’.



LINEAR

SYCHRONOUS

MULTI-TASKING


Multi Screen Lives

Kindle - linear

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Multi Screen Lives

FT - synchronous

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FT Newspaper

FT.com

iPad app

FT Mobile

Android app

FT Reports




What to build now?


Mobile Media Strategies June 14th 2011

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Browser Based

m.editions HTML 5.0 Objective C

Device Based

Online Offline

Selective Elective

Pull Push

Continuous Intermittent

Infinite Finite

Generic Specific

Broadcast Narrowcast

Hybrid AppsNot Apps Pure Apps

Mash-up

Mobile Spectrum: where should you play!


e.g.


What to build now?



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m.Editions vs desktops what is the difference?

M. editions provide full integration with the CMS

Specially optimised templates are served up to the user on autodetecting mobile device

Advantages of this are:

Same domain name

User accounts work on mobile and desktop

Full features of the CMS are available on Mobile ie search, categories, tags, trials, logins etc

Will improve access from mobile email

Integration with ad systems

Integration with analytics


What to build now?



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example of m.editions – catering for any device, any user – liquid design


What to build now?



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example of m.editions – full site functionality on any handset



What to build now?



Multi device use

No clear leader

m.edition monetisable

Attractive HTML 5.0 play

Different Brands require different approaches

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0 10 20 30 40 50

Blackberry

iPhone

iPad

Android

The Rest

8.8% of visits are

mobile

91.2%

8.8%

MobileDesktop % of total visits% of mobile visits

94.5%

5.5% of visits are

mobile

94.5%

5.5%

0 10 20 30 40 50

Blackberry

iPhone

iPad

Android

The Rest Browser Based

iPhone/iPad dominates

Apple IoS clear leader

App monetisable

Obvious pure App play

Device Based


What to build now?



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Apps in general

We have defined the following criteria for determining whether an App gets built:

Whereistheaudience?

Whatisthecontent?

Whatisthevaluepropositionforthecustomer?

Whateditorial,production,salesandmarketingresourcesarerequired?

Whatisthedevice/OS?

Whoisthebuildpartner?

Whatisthecost?

Whataretheestimatedrevenues?

We have created an app whitepaper available for guidance


What to build now?



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The app spectrum – commercial requirements should drive choice?

Complexity & value

Effo

rt & reso

urce

+

+

-

-

A

A

B

B

C

C

New editorial content, tablet specific functionality

Re-purposing and re-formatting existing content, Social

sharing& video

Replicating existing content


What to build now?



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Data capture:

Mobile data collection still a main objective for the group. Initial data could be as basic as email or mobile number, this can be used:

To begin the process of building mobile user profiles;

To cross-reference this data with existing user data (especially email), build profiles out from there;

To market other products and brands to grow the audience engagement, especially mobile to mobile or app to app marketing, strong case studies in the market on the effectiveness of this;

Commercially, to run targeted campaigns

Integrate with Analytics strategy to analyse platform trends and plan development

Ultimate goal is to identify users entering m.editions and upsell to on device apps when and where possible

Use social sign in where possible for ease of user experience and new data opportunities


What to build now?



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Key mobile findings from our Mobile research – Browser or Apps

Data and analytics are absolutely critical to the successful development of B2B mobile audiences and revenues.

Low-level SMS data is given more readily than on the desktop

Mobile sites (m.editions) are more suited to the majority of our brands currently than apps and should be the continued first line of development

The cost of app production and the total current mobile audiences on some brands make apps only currently suited to certain brands

Paid-for apps remain a goal but not all brands justify the the cost to make it a compelling group wide position

There is no answer between which is better because both are for entirely different purposes

To be successful, you need to have a mobile web strategy AND a mobile app strategy.


What to build now?



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Specific considerations

WehavedefinedthefollowingcriteriafordetermininghowandwhenAppgetsbuilt:

Whereistheaudience?

Whatisthecontent?

Whatisthevaluepropositionforthecustomer?

Whateditorial,production,salesandmarketingresourcesarerequired?

Whatisthedevice/OS?

Whoisthebuildpartner?

Whatisthecost?

Whataretheestimatedrevenues?



Multi Screen Lives

Changing user behaviour

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Increasing users are always ‘on’

Increasingly active and engaged throughout the day with many related and unrelated tasks, both professional and personal – Bi-Modal

Popular apps and services slot into people’s everyday lives to solve existing problems, rather than create new experiences

Everyone has different rules of engagement, recognising this is essential in understanding the challenge

Flexibility in services and access is key to engagement




Multi Screen Lives

Key implications

Smartphones are becoming increasingly integral to live experiences/events

Mobile platforms that allow people to interact, react and engage in live experiences/events are set to explode

A lot of this activity is on mobile, battery powered devices, so battery life, page download size and weight are real concerns for users

Applications and content should therefore be mean but lean for users to prolong battery life

Users are distinguishing and differentiating less and less between screens

In the flexible content will be vital to the experience, utility and uptake

Design must therefore be polymorphic

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Multi Screen Lives

Conclusion

The multi-screen revolution is a great opportunity to create new experiences for audiences and commercial partners

Not all web content and applications are ready for this shift yet

Much of the web was designed and developed to leverage the power, capabilities, typical screen size, and fixed nature of the personal computer.

It’s imperative that we all shift our thinking in content and application creation to mobile-first

Embrace the constraints of mobile to create an even better experience for users, both on small screens and larger screens, or polymorphic thinking nd design

Build synchronous, companion solutions where and when possible to maximise incremental revenue, and drive growth

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Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingIncisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the Year 2010 - 2011

[email protected]

linkedin.com/in/johnmnbarnes

twitter.com/johnmnbarnes

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Polymorphic publishing john barnes - what to build now