Footnotes 2014
The Potential of Digital Publishing in
Emerging Markets
John Wheeler

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Content Distribution
Nothing is Simple Anymore….

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Content Distribution
The World in our Hands…

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Content Distribution
The World in our Hands…
More handsets capable of browsing the web
means more data usage.
By 2014, there could be over 5 billion
personal devices connecting to mobile
networks and over 400 million of those
devices may represent the only means of
connecting to the Internet that some people
will have

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Content Distribution
Mobile Usage is Skyrocketing
According to a report from Stanford University and Kleiner Perkins
venture capitalist Mary Meeker, three percent of all Internet traffic now
comes from a mobile device, representing a four percent increase from
just two years ago. In India, meanwhile, mobile Internet traffic has
reached a whopping 60 percent, surpassing all desktop Internet traffic.
And naturally, monetization of the mobile sector is growing at an equally
impressive rate with an annual growth rate of 129% during the past four
years.
Sales of mobile devices such as smartphones and tablets are expected
to gradually increase over the next three years, moving more than 1.7
billion units in 2015. Meanwhile, sales of PCs and laptops are expected
to remain relatively anemic with less than 400 million units sold.
Furthermore, nearly 30 percent of adults in the U.S. own a tablet or e-
reader, an impressive adoption rate considering that less than three
years ago only two percent owned one of these gadgets.

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Content Distribution
The World in our Hands…
Smartphones will outstrip basic units in
sales and growth

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Content Distribution
The World in our Hands…
Between 2012 and 2013 mobile data use
doubled in sub-Saharan Africa and that figure is
forecast to nearly double year-on-year over most
of the next six years, according to Ericsson
Breaking it down by region, West Africa and
Southern Africa account for the biggest portion of
mobile users with Nigeria and South Africa the
biggest countries for number of mobile
subscriptions. The biggest increase in mobile
users so far this year occurred in Nigeria,
followed by the Congo, Uganda and Ghana.

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Content Distribution
The World in our Hands…
Most mobile connections — 62.7 percent, or
almost two thirds — are basic 2G voice and
SMS services.
Of the remaining third, about 27 percent have
access to 2.5G for low-speed data, and just 11
percent have 3G access — never mind LTE or
4G.
As more and more infrastructure is built,
however, data services and connection speeds
are increasing.

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Content Distribution
Mobile Usage is Skyrocketing
Penetration rates are more healthy all over
the world as well
Many regions – including those in the
developing world – have penetration levels
far in excess of 100%

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Content Distribution
Mobile Usage is Skyrocketing
When viewed through the lens of potential growth,
Africa and South America are huge

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Content Distribution
Mobile Usage is Skyrocketing
Notice the difference in Urban vs Rural

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Content Distribution
Mobile Usage is Skyrocketing
Nigeria and South Africa are some of the most
studied so good information and statistics exist for
them

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Content Distribution
Mobile Usage is Skyrocketing
Nigeria and South Africa are some of the most
studied, so good information and statistics exist for
them

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Content Distribution
No End in Sight for Device Sales

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Content Distribution
Android Remains the world Leader

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Content Distribution
What Kinds of Content is of Interest?

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Content Distribution
What Kinds of Content is of Interest?

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Content Distribution
Content on Phones?
Key findings from “A Portrait of Today’s Smartphone User,” (OPA) include:
Large smartphone app market: 96% of smartphone content consumers downloaded averaging 36 apps; 14% of all are paid.
Android leads iOS: At 46% continues to lead iOS (35%), with both platforms growing. Blackberry 16 and all other platforms 11%,
declined rapidly compared to last year (25% and 14%, respectively, in 2011).
Smartphone users pay for content: 24% report that they have purchased content for viewing on their smartphones, with 22%
having purchased video, 21% entertainment content, 21% books and 19% weather content.
Smartphone is the preferred media device for many: 54% of multiple mobile device owners prefer using their smartphone for
at least one of a range of activities over PC/laptops and tablets.
Smartphone users watch plenty of video: 68% of smartphone users who watch video on their smartphones regularly watch
short-form news and entertainment videos, which includes news, sports, TV show and weather clips; the next is user-generated
content (e.g. YouTube), with 57%.
Smartphone users are cross-platform consumers: Smartphone users have strong cross-platform tendencies, with 84%
identifying themselves as two-screen multitaskers (TV + mobile phone/tablet) and 64% identifying themselves as three-screen
multitaskers (TV + PC + mobile phone/tablet).

Key findings from “A Portrait of Today’s Tablet User – Wave II” (OPA) include
Tablets have become embedded in users’ lives with 74% using the device daily and 60% using it several times a day;
Tablet users spend an average of 13.9 hours per week with their tablets;
92% of video watched on the tablet is short form news and entertainment -- which includes sports, weather, news and TV show
clips -- followed by 64% viewing user generated content (e.g. YouTube);
Paid apps account for 23% of all tablet apps downloaded in the past year
The tablet app market has doubled with an estimated $2.6B spent in 2012, up from $1.4B in 2011*.
The survey also found that tablet users are increasingly becoming cross-platform consumers, with 32% of tablet users
simultaneously using two screens for 3.1 hours per day and 29% simultaneously using three screens for 2.8 hours per day”. “The
two and three screen audiences are also more likely to purchase a product after seeing tablet advertising, then the general tablet
population, providing an incredible opportunity for cross-platform advertising campaigns.”
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Content Distribution
What About Tablets?

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Content Distribution is Evolving -
What’s the best Strategy?

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Content Distribution is Evolving -
What’s the best Strategy?

The Challenge
‣ With the ownership of mobile devices (Tablets and Smartphones)
skyrocketing, Publishers are seeking to reach the growing number of
consumers want to access content on a mobile device.
‣ All of the major have one or more “Mobile Initiatives” in play and more
importantly, we are fielding numerous requests from prospective
customers looking for help with their mobile strategy.
‣ Publishers are looking for a partner who can provide an end to end
solution – creation, conversion, markup, enhancement, management
and Distribution of content.
Content Distribution
A Rapidly Changing Part of Our Business

Content Distribution
A Rapidly Changing Part of Our Business
53%
26%
51%
56%
46%
15%
22%
51%
Replica digital editions
E-Readers
Smartphone & tablet
apps
Website
Currently End of 2014
3.1
2.6
2.4
3.0
3.4
3.4
Other Android OS
Blackberry OS
Nook
Kindle
iPhone
iPad
Many publishers’ digital platforms are already
profitable, and they expect profitability to
grow significantly by end 2014
Publishers are producing
many apps for many devices

Content Distribution
A Rapidly Changing Part of Our Business
DISTRIBUTION
MANAGEMENT
ENHANCEMENT
MARKUP
CONVERSION
CREATION

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Content Distribution
Traditional

Content Distribution
Future
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What’s the “Typical” Publisher Asking for?
“Low Friction”
• Make It SIMPLE
• Make It Work on Multiple Platforms
• Make It Low Risk
• Make It Global
• Make it Make Some Economic Sense
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Content Distribution
Vendors as Distribution Partners

Multiple Device formats
– Apple
– KOBO
– Kindle
– Nook
Content Distribution
Competing Formats and Displays
Multiple output formats
– ePUB
– .mobi
– .prc
– enhanced ePUB
– PDF
– HTML5
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Re - Flowable?Fixed Layout?

• Animation
• Video
• Audio
• Interactive Exercises
• Citations
• Links
• Footnotes
• Maps & Geo – location
• RSS Feeds
Content Distribution
Up the Ante with Media Enhancements
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All with their own:
• Production cycles
• Programming needs
• QA requirements
• Applicability to specific Delivery Device(s) or Players
Who “Owns” the:
• Production
• Integration
• Imbedded
• Downloaded from System
• QA
• Graceful Degradation on Limited Devices
Content Distribution
Up the Ante with Media Enhancements
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Content Distribution
Managing Content & Media Enhancements
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 Describe & Categorize
 Control and Protect Assets
for appropriate use
 Search & Retrieve
 Dynamic Assets – Assets used for
multiple iterations and various platforms
 Bulk Edit

From the perspective of the publisher there are a number of Business drivers
to HTML5 for content distribution:
1) Multi-platform support - Because the application is pure HTML, there is no need to
create separate applications for iOS, Andoid, Windows etc. The content can
automatically resize to fit different screen dimensions. Different designs for Horizontal,
Vertical, 1024, 960, 640, 480 are not required, and CSS3's media queries can be
utilized to dynamically present the content based on actual screen dimensions.
2) Instant Updates - Because the content delivered to the Web application uses HTML,
the publisher is not reliant on app stores to push out updates to their content
3) Restrictions – For Publishers that have complained about Apple's iTunes policies,
guidelines and costs they can now create their own delivery model using HTML5 as
the basis.
4) Pricing and Subscriptions - By forgoing the app stores, Publishers can control the
pricing and subscription options. Cutting out the middleman means that the publisher
no longer has to give up a percentage of their revenues to Apple, Google, Adobe or
anyone else.
5) Mobile distribution: Every mobile phone, tablet, e-reader, and PC with a browser now
supports enough HTML 5 to display almost any content. When you convert your
content to HTML, you gain access to the entire mobile market without having to write
a separate app for each platform.
Content Distribution - Leveraging HTML 5
Business Reasons Galore

Technology Drivers:
According to the New York Times, “Engineers say the [HTML5] technology will make it
possible to write web applications, accessed with a browser, that are as visually rich and
lively as the so-called native applications that are now designed to run on a specific device,
like an iPad or an Android-based tablet or phone.”
1. Less code. A common code base for web and mobile environments will reduce the
amount of code that developers need to maintain, thereby decreasing the chances of
errors that lead to broken links or other negative user experiences. IDG’s Consumer &
SMB group, for example, is consolidating its PCWorld.com,Macworld.com and
new TechHive.com websites around a common HTML5 code base – which Chief
Technology Officer Aaron Jones estimates will be about 20% the size of the existing code
base just for PCWorld.com.
2. Better SEO. Responsive design eliminates the need for a separate mobile site, which will
make it easier to maintain backlinks and redirects and optimize around one set of search
criteria. Content contained in Native “apps” are not discoverable by search engines
3. Retention. HTML5 is a cool new playground for developers, which publishers can
leverage to keep their best developers in the fold. “I want my folks to be working on what
gets them excited, and HTML5 is where they want to be,” said Larry Chevres, chief
technology officer at New York Media, which is transitioning its NYmag.com and
Vulture.com properties to HTML5
Content Distribution - Leveraging HTML 5
Technology Impact

“Future Proofing” the Publisher’s effort:
According to a survey conducted among nearly 500 individuals in the publishing industry
by Book Business magazine in August 2012, 31% of respondents said they are using
HTML5 as a rich media format, compared to 25.4% using Flash (39 percent did not
know).
All indications are that circumstances will bring the number using Flash down: 56.6% of
respondents said that not having content supported on new media devices like the iPad
was their main complaint about their current rich media format. Fifty two percent of
respondents said they are considering migrating to HTML5, compared to only 9.4% who
say they are not.
Publishers want to address the widest variety of devices possible, but can have difficulty
knowing which channels to prioritize. Because there is not yet enough good market
intelligence to predict which e-reader formats will win and which will lose, publishers
need to be on all devices with content that can be leveraged as needed – HTML5 is the
first real step towards “Author once, Publish Anywhere”
With mobile and e-book use rising rapidly, especially in the education and STM markets,
the trends are unmistakable. The only question for publishers is whether to prepare now
or play catch-up later.
Content Distribution - Leveraging HTML 5
The Wave of The Future

… EPUB 3's base content format is now based on the XML serialization of
HTML5 (XHTML5) [ContentDocs30], whereas EPUB2 supported two basic
content types: a profile of XHTML 1.1 and DTBook [OPS2] (a semantically-
enhanced markup focused on accessibility concerns).
… The XHTML document type defined by this specification is based on
W3C [HTML5], and inherits all definitions of semantics, structure and
processing behaviors from the HTML5 specification unless otherwise
specified.
… In addition, this specification defines a set of extensions to the W3C
HTML5 document model that Authors may include in XHTML Content
Documents.
EPUB Reading Systems conformant with this specification are only
required to be able to process a conforming EPUB Content Document.
Readium™, a project of the International Digital Publishing Forum (IDPF) is
an open source reference system and rendering engine for
EPUB® publications. The latest version, EPUB 3, is based on Web
Standard technologies such as HTML5, CSS, JavaScript, SVG, and the
DOM. The overall aim of the Readium project is to ensure that open source
software for handling EPUB 3 publications is readily available, to accelerate
adoption of EPUB 3 as the universal, accessible, global digital publishing
format.
Content Distribution - Leveraging HTML 5
The idpf and EPub3

Content Distribution
Changes in the Publishing Culture
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 Embrace collaboration (Editorial, Digital, Technology).
Unify Print & Digital
 Product Planning (Digital & Print output to be a part of
Unified Strategy)
 Cultural Change for Print & Digital (Editorial
group includes programming)
 Communication & Review
 Change Control Management / Governance
 Develop a Pilot/Proof of Concept with Stakeholders and
Sponsorships

Content Distribution
New Approaches in Developing for Education
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TEXT
Content
Modules
Pages Lessons Courses Curriculum
We’re not publishing
PAGES, but publishing
CONTENT as assets
which are then
organized by metadata
dynamically into
pages.
John O’Donovan
BBC & Publishers Association

Manufacture
• Basic Content Production
• Conversion(s)
• QA
• Upload
• Device Specific Testing
Distribute
• Delivery Platform
• Device
• App Store(s)
• e-commerce
• Purchase
• Subscribe
• Trial Usage
• Discounts
• Vouchers
Content Distribution
What About The Money?
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‣ Apple iPhone/iPad (iOS)
‣ Android
Tablets/Smartphones
(Google Play)
‣ HTML5
‣ Desktop
‣ Mobile
Content Distribution
Available On All Of The Important Platforms

• Accept any content as PDF, XML or e-pub.
• Content can contain audio / video / hyperlinking / overlays
• Full bookmarking / footnotes / internal linking
• Distributes across a range of AppStores (Apple / Google /
Windows)
• Integrate single user account across AppStores - content
consumers are not locked into any single one device
ecosystem
Content Distribution
A Progressive Solution

Content Distribution
A Progressive Solution
Support for Non European Languages

• Low Set – up Costs for Content and Customer Management
• Support in-App single and subscription purchases
• Support of out-of-App single and subscription purchases
• Future Proof in Platforms or Devices
• Each App is an online retail store to each Publisher
• Handle all money matters relating to online sales
• Full analytics on downloads and sales
Content Distribution
A Progressive Solution

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Content Distribution
Mobile Usage is Skyrocketing
The Titans Know:
‣ There is a reason that
these gents are on top
of the world!