why intelligent content is needed for e books and mobile devices
DESCRIPTION
In this preconference opening session, intelligent content guru Ann Rockley defines intelligent content and explores the need for it when creating eBooks, enhanced eBooks, interactive web content, and apps. Ann makes the business case for a unified intelligent content strategy—a repeatable, systematic approach that facilitates the efficient and effective delivery of information to to the right people, at the right time, in the right language, and in the right format, on the device the customer chooses to use.TRANSCRIPT
Why Intelligent Content is Needed for eBooks and Mobile Devices
Ann Rockley The Rockley Group Inc. [email protected]
@arockley
©2012, The Rockley Group Inc.
eBooks
Total book publishing revenue rose 3.1% to 27.9 billion
eBook sales rose 1,274.1% to 878 million in 2008-2010 (203% compared to 2009)
eBooks only (text only) sales rose 201% last year to $863.7 million
Enhanced eBooks sales increased 255.1 to $14.3 million
Apps generated $629,025
©2012, The Rockley Group Inc.
eBooks
The majority of book publishers (85 percent) are printing both eBook and print versions of their titles.
One out of five eBook publishers generates more than 10 percent of their revenue from eBooks.
Most eBook production still follows outdated print production models at the expense of significant operational efficiencies.
http://www.aptaracorp.com/resources/category/white-papers/ eBooks Survey #3:
Uncovering eBooks’ Real Impact, 2009-2011.
©2012, The Rockley Group Inc.
eBooks
The majority of book publishers (85 percent) are printing both eBook and print versions of their titles.
One out of five eBook publishers generates more than 10 percent of their revenue from eBooks.
Most eBook production still follows outdated print production models at the expense of significant operational efficiencies.
http://www.aptaracorp.com/resources/category/white-papers/ eBooks Survey #3:
Uncovering eBooks’ Real Impact, 2009-2011.
©2012, The Rockley Group Inc.
Authoring is designed to optimize print publication, not eBook
eBooks are generated from print books instead of from format free content resulting in problems in the eBook (sidebars, tables, order of information)
Producing eBooks for multiple devices is a nightmare!
eBook issues
©2012, The Rockley Group Inc.
38 percent of US cell phone users, an estimated 89 million people, accessed the Internet from their phones.
More than 47 million US mobile users accessed the Internet daily.
Pew Internet & American Life Project. “Mobile Access 2010,” accessed
December 1, 2011, http://www.pewinternet.org/Reports/2010/Mobile-Access-2010.aspx
Mobile
©2012, The Rockley Group Inc.
Combined shipments of smartphones and tablets exceeded that of PCs in 2011
60 percent of time spent on smartphones comprises new activities
Global mobile data traffic is expected to grow to 26 times its current volume over the next five years
There are 5.3 billion mobile subscribers worldwide (77 percent of the world population) with growth led by China and India.
mobiThinking, “Global mobile statistics 2011,” accessed on Dec. 3, 2011,
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
Mobile
©2012, The Rockley Group Inc.
Companies are not designing mobile web content Companies designing website and mobile app,
twice the work or more! Mobile apps are time consuming and expensive Mobile is not just a tiny screen, tasks on mobile are
different from tasks on PC
Mobile issues
©2012, The Rockley Group Inc.
Where intelligent content can help
©2012, The Rockley Group Inc.
Intelligent content is content that is structurally rich and semantically categorized, and is therefore automatically discoverable, reusable, reconfigurable, and adaptable.
What is intelligent content?
©2012, The Rockley Group Inc.
Content is locked within formatting and changing it takes a lot of additional work and expense. Making content structurally rich enables us to publish content in any format.
One set of content, multiple stylesheets, multiple devices.
Content vs. format/channel
©2012, The Rockley Group Inc.
When you have unstructured, untagged, unintelligent content, the information you or your customers are looking for is likely to be hard to find.
You have to rely on brute-force search methods to find information.
Intelligent content allows you to take advantage of the information contained within the content to make the content more discoverable as well as the metadata.
Discoverable
©2012, The Rockley Group Inc.
Content can be modularized for reuse across: Channel Type of information Information set
Reusable
©2012, The Rockley Group Inc.
Rapidly mix and match content to meet new needs Reconfigure content for: Audience Device Task
Reconfigurable
©2012, The Rockley Group Inc.
Automatically adapt to: Audience Device Task
Adaptable
©2012, The Rockley Group Inc.
Working with content in today’s world is like working in the preindustrial age—handcrafting expensive artisanal products
Handcrafted content is costly, complex, and does not generate a competitive advantage
It is unsustainable!
Content in today’s world
©2012, The Rockley Group Inc.
Intelligent content follows a manufacturing model Individual components are considered as part of
an interconnected whole, not just as small stand-alone pieces.
Design is built around the fact that the components are reusable—you don’t need to create new components to build new products.
Focuses on eliminating valueless work, errors, rework, and bottlenecks and promote automation to allow people to work smarter, not harder
Makes content agile and adaptable to whatever device comes our way
Content in an intelligent content world
©2012, The Rockley Group Inc.
Fantastic roster of speakers Wonderful learning opportunity Great networking opportunity
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