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Bram Lievens Prof. Dr. Caroline Pauwels Prof. Dr. Leo Van Audenhove Studies in Media, Information & Telecommunicatio

The mobile digital newspaper: Lessons learned from the epaper project Periódicos electrónicos en pruebas. Bram Lievens Prof. Dr. Caroline Pauwels Prof. Dr. Leo Van Audenhove Studies in Media, Information & Telecommunication (SMIT) Institute for Broadband Technology (IBBT)

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Bram Lievens Prof. Dr. Caroline Pauwels Prof. Dr. Leo Van Audenhove Studies in Media, Information & Telecommunicatio

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  1. The mobile digital newspaper: Lessons learned from the epaper project Periódicos electrónicos en pruebas Bram Lievens Prof. Dr. Caroline Pauwels Prof. Dr. Leo Van Audenhove Studies in Media, Information & Telecommunication (SMIT) Institute for Broadband Technology (IBBT) presentation @ AEDE Conference - November 16, 2006

  2. CONTENT • General context • E-paper project • User experience • Business models • Conclusions • Lessons learned for the newspaper industry

  3. Preliminary - SMIT

  4. Preliminary - SMIT • Other e-publishing projects • A4MC3: Architectures for Mobile Community Content Creation • mobile communities and community journalism • http://a4mc3.ibbt.be • Fleet: Flemish e-publishing Trends • Interdisciplinary fundamental research • Journalist, Editor & User • http://www.fleetproject.be

  5. 1 - CONTEXT • Bit & byte - Hip & Hype of today • Journalist • Role challenged by community and user contributions • Evolving from ‘lecture’ mode to conversation mode • New media ecology: no one has control • Journalist as authenticator • Editor • Rise of Web 2.0 • Information worthless because of abundance • Attention becomes a scarce commodity • Value shift: Media 2.0 dominant strategies are based on economies of scale and scope in production, distribution and search • User • From consumer to prosumer • Rising consumption of micro-chunks of information • In the new media world, the love triangle between editor, journalist and reader is set to change based on equal power and mutual and complementary needs

  6. 1 - CONTEXT

  7. 2 - E-paper project • IBBT research project • Interdisciplinary institute on Broadband Technology • Technological, user oriented, social & legal research • Demand driven • Public private partnership

  8. 2 - E-paper project RESEARCH CONTENT ADVERTISEMENT TECHNOLOGY device network

  9. 2 - E-paper project • Project goals • Generate generic knowledge about the potentials of news content on a dedicated electronic reading device (Iliad eReader) • Test some common hypotheses concerning success factors in practice

  10. 3 - User experience • Living lab setting • Dedicated testpanel • 200 test users, within subscribers “Tijd • Purposeful sampling • Maximum variation • Sex, age, social class, comparable professions • Phenomenal variation • Off- and online use of newspapers • Mobility • Use of interactive services (vb: download ‘de Tijd’) • Ownership of devices (PDA, laptop, smartphone,...) • Specific reading behaviour • Functional, mostly more then 1, once in a day

  11. Video demo

  12. 3 - User experience • Prototype - bias • Device • Screen quality biggest asset • Size, weight & battery • Operational • Not intuitive enough • Feedback of the device • Slowness • Different logics: ICT vs book • Content • Link with printed newspaper • Navigation and structure needs improvement

  13. 3 - User experience • Issues for improvement • Connectivity • Speed • Usability of buttons • Lay-out & navigation structure • Zoom function needed • Other uses • Specific context • Mobility • More content • Old habits die hard

  14. 4 - Business models e-paper • Research Question • What are possible business models for ePaper devices in the newspaper industry? • BUT technology broadens scope • Publishing industry - Print Media • Information industry • 4 main levels of analysis • Functional level: Dealing with the architecture of a product or service • Strategic/organisational level: Dealing with the roles and relations between actors • Financial level: Dealing with sources of revenue and financial flows • Value proposition: The way value is created in the market

  15. 4-1 - Scenario development

  16. 4-2 - Kiosk-Model: Value Network • Intermediary plays important role • Integrates two markets 1) readers; 2) information providers • Causes network externalities, especially online • Advertising possible at two levels • Can cause friction

  17. 4-2 - Kiosk-Model: SWOT

  18. 4-3 - iTunes-Model: Value Network • Intermediary plays central role • Integrates two markets 1) readers, 2) content providers • BUT ALSO device suppliance and service provision • Content on single platform and on only one type of device • Disaggregation of content

  19. 4-3 - iTunes-Model: SWOT

  20. 4-4 - Business models • Newspapers • Remain in a rather unique position as mass medium, brand and trustworthy • Have strong customer relations • Have shrinking market but willingness to pay • ePaper allows for more constant monitoring of newsreaders (follow the reader technology) • Believe in value of editorial function • Path dependency of the eReader might be possible pitfall in the future • Scenarios might co-exist • Kiosk model more for newspaper publishers • iTunes model might seem possible scenario for print in general & ebooks in particular • BUT most online examples rely on long tail • Newspapers have short tails

  21. 5 - Lessons learned • High potential of the device vs. Importance of look ‘n feel • Positive on screen quality and size • But look ‘ feel of newspaper • 48,9% of test panel would consider buying an eReader (if fully operational • Reading device (vs. AIO) • Old habits die hard • No change in reading pattern • Strong link with printed newspaper • Navigation • Content (trust, aggregator,...) • Representation • Substitution or complementarity? • In this stage, the device is not ready but it provides users with some additional options (time, place) • Strong competitor for printed paper in the long term

  22. 6 - Lessons learned • Control of the user: choice/complementary: AND & AND story • Personalised & full • News of today (breaking news) &. News of yesterday • Payments: fee & free • Newspapers as aggregators • Brand as trustmodel • Offer • Certified, trusted & authentication • Business model • Kiosk model (in co-existence) is surely looks interesting for the newspaper industry in the future. • Yantai Daily Media Group (China) offers since Oct 2006 all its newspaper titles on the Iliad eReader • Interesting issues identified, but further research needed

  23. Thank you for your attention • Q & A Further information Bram Lievens - bram.lievens@vub.ac.be prof. Dr. Caroline Pauwels - caroline.pauwels@vub.ac.be http://smit.vub.ac.be https://epaper.ibbt.be

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