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Online Information 2011 Polymorphic Publishing  What to build now?    @johnmnbarnes #online11
By 2013, mobile phones will overtake PCs as the most common Web access device worldwide ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Gartner Top End User Predictions for 2010
Mobile is part of a ‘Multiscreen’ Life ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Polymorphic Publishing  What to build now?   Digital Publisher of the Year 2010 - 2011
Screen Size ,[object Object]
'PolyMorphic Publishing' ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Polymorphic Publishing  What to build now?   Digital Publisher of the Year 2010 - 2011
Types of Polymorphic MultiScreen life ,[object Object],MULTI-TASKING SYCHRONOUS LINEAR ,[object Object],[object Object],[object Object],[object Object],[object Object],Polymorphic Publishing  What to build now?   Digital Publisher of the Year 2010 - 2011
User comments from Google Homegrown ‘ 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’. Polymorphic Publishing  What to build now?   Digital Publisher of the Year 2010 - 2011 LINEAR SYCHRONOUS MULTI-TASKING
Kindle - linear Polymorphic Publishing  What to build now?   Digital Publisher of the Year 2010 - 2011
FT - synchronous FT Newspaper FT.com iPad app FT Mobile Android app FT Reports Polymorphic Publishing  What to build now?   Digital Publisher of the Year 2010 - 2011
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 Apps Not Apps Pure Apps Mash-up Mobile Spectrum: where should you play! Polymorphic Publishing  What to build now?   e.g.
m.Editions vs desktops what is the difference? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
example of m.editions – catering for any device, any user – liquid design
example of m.editions – full site functionality on any handset Polymorphic Publishing  What to build now?  
Different Brands require different approaches Multi device use No clear leader m.edition monetisable Attractive HTML 5.0 play 94.5% Browser Based 8.8% of visits are mobile 91.2% 8.8% Mobile Desktop % of  total visits % of mobile visits 5.5% of visits are mobile 94.5% 5.5% iPhone/iPad dominates Apple IoS clear leader App monetisable Obvious pure App play Device Based
Apps in general ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The app spectrum – commercial requirements should drive choice? Complexity & value Effort & resource + + - - 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
Data capture: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key mobile findings from our Mobile research – Browser or Apps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Specific considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Polymorphic Publishing  What to build now?  
Changing user behaviour ,[object Object],[object Object],[object Object],[object Object],[object Object],Polymorphic Publishing  What to build now?   Digital Publisher of the Year 2010 - 2011
Key implications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Polymorphic Publishing  What to build now?   Digital Publisher of the Year 2010 - 2011
Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Polymorphic Publishing  What to build now?   Digital Publisher of the Year 2010 - 2011
[email_address] linkedin.com/in/johnmnbarnes twitter.com/johnmnbarnes

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Polymorphic publishing john barnes - what to build now

  • 1. Online Information 2011 Polymorphic Publishing What to build now?  @johnmnbarnes #online11
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  • 7. User comments from Google Homegrown ‘ 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’. Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011 LINEAR SYCHRONOUS MULTI-TASKING
  • 8. Kindle - linear Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011
  • 9. FT - synchronous FT Newspaper FT.com iPad app FT Mobile Android app FT Reports Polymorphic Publishing What to build now?   Digital Publisher of the Year 2010 - 2011
  • 10. 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 Apps Not Apps Pure Apps Mash-up Mobile Spectrum: where should you play! Polymorphic Publishing What to build now?   e.g.
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  • 12. example of m.editions – catering for any device, any user – liquid design
  • 13. example of m.editions – full site functionality on any handset Polymorphic Publishing What to build now?  
  • 14. Different Brands require different approaches Multi device use No clear leader m.edition monetisable Attractive HTML 5.0 play 94.5% Browser Based 8.8% of visits are mobile 91.2% 8.8% Mobile Desktop % of total visits % of mobile visits 5.5% of visits are mobile 94.5% 5.5% iPhone/iPad dominates Apple IoS clear leader App monetisable Obvious pure App play Device Based
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  • 16. The app spectrum – commercial requirements should drive choice? Complexity & value Effort & resource + + - - 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
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Hinweis der Redaktion

  1. There are already hundreds of millions devices in the hands of people connecting to the web. Over time, the majority of people using web content and applications will be connecting through a mobile device. In 2010 alone, over 350 million smartphones were sold and the tablet form factor accelerating quickly from more than 18 million tablets this past year. The first Internet-connected TVs have started to hit the market, and hundreds of millions of these TVs and set-top boxes are expected to ship worldwide in the next five years.