November 30, 2011

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Content Lessons Learned from NHL GameCenter LIVE I'm a huge hockey fan and even though I pay Comcast extra for the NHL Network I only get to see a few games a week, most of which don't interest me. I want to see my favorite team, the Pittsburgh Penguins, but they're not on the cable channels frequently enough. I'd like to have access to every Penguins game and the only option for that is NHL's GameCenter LIVE subscription. It costs $169 though and, being a cheapskate, I resisted signing up...till now. I coughed up $169 over the weekend and I'm glad I did. Now that I've used the service for a few days I've discovered there are a number of lessons GameCenter can teach those of us who manage other types of content: The ongoing value of the direct sale -- When you sell direct you capture 100% of the transaction. There's no middleman. So now the NHL has a direct relationship with me and I'm no longer some unknown customer with Comcast in the middle. The NHL now has an excellent opportunity to upsell to me, especially since they'll quickly discover my preferences. Trust your customers -- I was amazed to discover that I could use my GameCenter account on more than one device at the same time. That means I can watch one game on my iPad while another is playing on my computer. I'm assuming this means I'll be able to share my account with my son (who's also a big NHL fan). If so, we could both watch the same or different games simultaneously. That was a very pleasant surprise, btw, as I expected them to lock the second device out. Think of this as the equivalent to a DRM-free ebook. I'm sure the NHL doesn't want me posting my account credentials for anyone to use but their system is loose enough to surprise and delight. I can't wait to watch two games simultaneously (on different devices) when a couple of good ones are on at the same time! Btw, this is how all types of content access should work. But with all the restrictions and limitations we encounter every day in the digital world I was blown away to see how liberal GameCenter's access policies are. This makes me like them and their product even more. Trust is an amazing thing, isn't it? :-) Make sure your content is available everywhere (including direct!) -- This sounds so obvious but it's so frequently overlooked. Sure, some of the NHL content was available to me via cable but I wanted more. Are you only making your e-content available on the "big" sites? Are those sites reaching all your potential global customers? Probably not. Once again, that's why you need a strong direct sales presence and the ability to serve that content globally. Make sure it's on every platform -- I can watch games on any of my devices. That includes Mac, Windows, iPad, Android phone, and yes, even my Blackberry Playbook. Are all of your ebooks available in EPUB, mobi and PDF? Those are the key three today and if your content isn't available in all of those formats you're definitely missing some platform opportunities. More importantly, when a customer buys your product do they receive it in all those formats? Unless you're selling it directly as a multi-format product (like we do on oreilly.com) I'll bet the answer to that is no. Don't force your customers to buy mobi today and epub separately tomorrow, for example. That's irritating. Give them all formats in one transaction. This once again underscores the importance of having a strong direct channel. After all, you're probably safe assuming the big e-tailers are only going to offer the format that best suits their needs, not the customer's. Pricing shouldn't be a race to the bottom -- At first that $169 price tag sounded awfully rich to me. But the more I looked into the service the more I realized it's actually quite reasonable. That's mostly because the NHL is delivering a very high quality product without the limitations found in other services (e.g., MLB's AtBat). All the games I care about are featured and the video is somewhere between standard and high def; pretty remarkable considering it's coming in via wifi. Every ebook doesn't have to be $9.99 or less. Consider your product's overall value proposition before you give in to the pressures of a low-priced solution.
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Save Time & Learn More with TOC's Free Publishing Newsletter Keeping up with all the publishing industry news is a daunting task these days. Earlier this year I joined Kat Meyer as one of the chairs for our Tools of Change (TOC) conference and since then I've invested a lot of time each day staying on top of all the latest developments. But there are so many news feeds, blog posts, tweets, etc., that it's impossible to catch everything. That's why the TOC team is working together to help you find the best of the best and providing the results it in a free newsletter. Throughout the week we gather the most important items, review them as a team, vote on the best and then summarize them in the TOC newsletter. If you haven't subscribed yet you need to do so right now. Simply head over to this page, enter your email address and click "Submit." If you've missed the last couple of TOC newsletters all is not lost. You can still read the most recent one here and the one before that here. Check out both of those and I think you'll agree that the TOC newsletter is simply the best source of industry news and commentary available. Check it out and tell me what you think of it. You can always reach me at [email protected]. P.S. -- Over the past several months my coleagues and I have worked hard to build TOC into something much more significant than a once- or twice-a-year in-person event. We now feature a steady stream of webcasts, video podcasts, short form content and much more. In short, it's a year-round engagement opportunity we're offering the publishing community. If you want to see what's coming up in TOC-land, head over to oreilly.com/toc. If you're looking to register for the next NY event you can still go to toccon.com. Be sure to register soon though as we're trending well ahead of last year's rate and are quickly heading towards an even earlier sell-out for 2012.

Joe Wikert

I'm Chief Operating Officer at OSV (www.osv.com)

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