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  1. Participants • Trudy TuffyVP, Product Development & Support TechnologiesScholastic • David NahodylAssistant VP of Technology American Book Company • ArturDyroCo-Founder, President & CEO Learnetic • Moderator: Myron CizdynCEO, BLPS Content Connections

  2. Developing product…not just books The Dynamic State of the Publishing Industry… Where we are today… Where will we be tomorrow?

  3. Some current publishing and product development formats to choose from: eBooks enriched eBooks Websites / software Multimedia presentations / streaming video Hybrid offerings Developing product…not just books

  4. Developing product…not just books • Before selecting the format…some things to think about: • What problem is the product you are creating attempting to solve? • What is the pedagogy behind the idea?

  5. Other things to ask and consider… • Who will be using the product and what type of access will be required? • How important is page, or feature, layout to the product? • Does the product need to connect to other products or systems? • Will the content require periodic or frequent updating? • What devices might users be using when accessing this product? • Does each user need their own “customizable” copy of the product? • What features and/or additional technologies might add value to this product? Developing product…not just books

  6. And the maybe the most important questions of all… What is my budget / P&L for this? When does it need to launch? Developing product…not just books

  7. Answering these questions first will help to drive out appropriate publishing formats and platforms… Tight control over layout, no need to update and low budget might indicate that traditional print is best. Frequent updates, tying to other systems and media types might be indicators that a website is key Some format/layout control with added text support features might point to enhanced eBook as the right platform The choices are endless Developing product…not just books

  8. Conclusions / Considerations Regardless of the platform selected today – things will continue to change. Remember to keep options open; content should be developed and stored in as neutral / standard a format as possible as multiple platforms/options may emerge… Developing product…not just books

  9. What is our market? A digital product isn’t necessarily a new market. Your current customers may be asking you for something. Listen! You’re already an expert! Show it to your customers. Developing product…not just books

  10. Content Development Easier to use existing content than to create new content Sticking to your market makes it more likely that your content can be re-used Developing product…not just books

  11. Beyond the Book What are current limitations of our products? Can we solve any of these limitations in a digital product? Taking full advantage of digital is a challenge. Get creative. Developing product…not just books

  12. Collecting Feedback You can build feedback collection right into your product. Feedback can be automatic or generated by users. Developing product…not just books

  13. What skills do you need? There isn’t one “digital” skillset. HTML, Databases, Programming, Graphics, UX – Might need all or none of them. Your choice of platforms and tools makes a significant difference. Pick a platform you can afford to staff. Online Content Development Skills

  14. Talent from within Current staff might be more interested in learning new skills than you expect. Graphics and layout teams might have easily transferrable skills. Online Content Development Skills

  15. Talent from without Don’t leave it up to HR Don’t get fooled by tech jargon. Technical knowledge is very specific. Someone good at one thing isn’t necessarily good at another (but they might be). Online Content Development Skills

  16. What are some of the - potentially new - skills required for online content development? Ability to conceptualize various ways in which content might be organized, accessed, saved and reused. Understanding the basic concepts of taxonomies and metadata and how these might/should be applied to content. Understanding basic technology platforms and standards and how users access content across these platforms and technologies. Online Content Development Skills

  17. What are some of the “transferable” skills editors and content creators already have? Attention to detail Consistency and validation Working electronically on content creation Online Content Development Skills

  18. Some thoughts on how we leverage what we have to get us to where we need to be? Have technology staff train the editorial staff. Management support / buy in for the added time needed to create the additional data that the content needs is critical. Train an “evangelist.” Create tools/techniques that bridge the gap Online Content Development Skills

  19. Start simple and keep it basic Production staff seem to be good at migrating to this environment Expand / modify their roles and then work to get to consensus Most importantly enforce and require valid/clean data, and provide the supports to get folks there Online Content Development Skills Clean Data

  20. Are you developing for some devices or all devices? • How can we strike a balance between device features and development costs? • How can platforms decisions contribute to device compatibility now and in the future? • Can your authoring systems and your platform deliver what you conceptualize to the end user's device?

  21. Legacy Situation Digital content created for PCs and versioned for Macs Widespread use of Adobe Flash for any interactivity

  22. Today Explosion of devices running multiple Oss and screen sizes Lack of the Flash support for mobile devices.

  23. Obvious Choice

  24. ? Next questions Versioning for different screen sizes? Mouse or touch screen interface? Web content or native apps? How to manage publishing process? What tool to select?

  25. How to deal with all these screen sizes? Fixed or dynamic layout? Simple page layout = Dynamic Layout Complex page layout = Fixed Layout + Scaling Capabilities

  26. Mouse or touch screen operations? Are we able to keep the same user experience on muse and touch screen operated devices?

  27. Web content or native apps? Can we afford to develop content for each app separately? One version of the content Ability for offline packaging Versioning level

  28. Publishing process

  29. What tool to select? Cloud based HTML5 output Fixed layout with scaling plus simple dynamic layout Web based content with offline packaging capabilities Touch screen and mouse operations unified Structured data format

  30. Web is very compatible, but delivers the poorest user experience. Developing for a specific platform gives the best user experience. Platform Choices: User Experience

  31. Web is generally going to be the cheapest way to access many platforms and devices. Cross-platform, non-web solutions can be costly to develop. Inexpensive solutions exist for specific platforms and might be easiest to develop for, but limits market. Platform Choices: Costs

  32. Will your content be portable in the future? Is the cost of portability worth it? Think about connectivity to other platforms and tools. Open source vs. closed source. Platform Choices: Expansion

  33. Questions and Answers!!!