The future of collaborative digital content consumption

Amazon's recent Watch Party announcement sheds light on what the future holds for digital content consumption. It's primitive, yes, but a step in the right direction.

To summarize, Watch Party lets two people watch a movie together even though they're not in the same location. The first version limits interactions to texts and emojis but you can bet a future version will support video on both ends so you can make faces and feel closer together.

With Alexa (and Prime) Amazon has built an incredible platform for on-demand content which can be simultaneously enjoyed by multiple people regardless of location. Podcasts are a great example. There have been a number of times when I wanted to listen to one with my wife when I was probably driving home but she wasn't in the car with me. Today I'm forced to stop and wait till we're together.

In the future imagine using nothing but voice commands to tell the podcast to pause, see if my wife wants to join me, then play it for both of us to enjoy remotely. Now a channel is open for us to listen, pause, comment to each other, etc., as if we're both listening in my car.

Take it a step further and think about longer-form learning. What if two or three people want to take a course together, listening and/or watching, over an Alexa-powered Zoom-like communication platform where, again, pausing, commenting, etc., is all enabled via audio commands. Thanks to a powerful search on the back side of this you're always able to pause and ask for a deeper dive on any topic that comes up.

I realize a great deal of the learning process takes place in solitude. That means textbooks don't necessarily go away but voice UI and synchronized platforms like Watch Party will undoubtedly lead to new options for learning as well as entertainment.


What can publishers learn from Pokemon Go?

Pokemon-go-logoLong considered nothing more than a gimmicky fad, it turns out that augmented reality (AR) is actually alive and well. At least that’s the case when it’s associated with a brand as large as Pokemon.

By now you’ve undoubtedly heard all the Pokemon Go stories and maybe you’ve even dodged a player or two, overly-focused on their phone while embarking on a virtual hunting expedition. On the surface it’s nothing more than another time-wasting game but I believe it offers some very important lessons for publishers.

Let’s start with the hybrid, print-plus-digital opportunity. Recent reports indicate ebook sales have plateaued and growth has shifted back to the print format. There are a number of underlying reasons for these trends including higher ebook prices as well as the adult coloring book phenomenon. But as I’ve said before, publishers need to stop thinking about print and digital as an either/or proposition. Some customers prefer print while others lean towards digital. Many readers are in both camps, switching between print and digital based on genre, pricing, convenience, etc.

Most publishers overlook the fact that digital can be used to complement and enhance print. Skeptical? Have a look at a few of the demos Layar offers on this page.

Stop and think about how something like Layar could be used to bring your static pages to life. Maybe you publish how-to guides, print is your dominant format and you’ve always wondered how you could integrate videos with the text. You’ve tried inserting urls but very few readers bother typing them in. QR codes are an option but they’re clunky and take up precious space on the page. Why not use AR to virtually overlay those videos on the page without having to dump in a bunch of cryptic-looking urls or QR codes?

Are you looking to engage your readers in the book’s/author’s social stream? Here’s your chance to integrate them virtually using a platform like Layar.

Better yet…have you always wanted to know who all those nameless, faceless consumers are who bought your print book from third-party retailers like Amazon or Barnes & Noble? Here’s an opportunity as a publisher or author to initiate a conversation directly with your readers. Add an Easter egg to the print edition where readers can receive a reward via an AR-powered offer; you will, of course, ask for each reader’s name and email address before handing out those rewards.

This approach to marrying digital to print is totally unobtrusive. Print readers who don’t want to bother with their phones can continue reading the book without interruption. Those customers interested in learning more, interacting with authors or uncovering special publisher offers will likely see the value of connecting their phones with the printed page.

The possibilities are endless. So the next time you see a Pokemon Go player wandering aimlessly be sure to thank them for helping identify new ways of distributing, promoting and enriching content.


Maximizing mobile micro-moments

Girl-925284_1920Google recently published a document entitled Micro-Moments: Your Guide to Winning the Shift to Mobile. You can download the PDF here. It’s a quick read and worth a close look.

I’ve long felt the publishing industry is too focused on simply delivering the print experience on digital devices, something often referred to as “print under glass.” That strategy has created new revenue streams over the past 10 years but it’s not the end game. Mobile represents opportunities for new methods of engagement and discovery; that’s precisely what Google’s document outlines with plenty of interesting stats.

For example, the document notes that “we check our phones 150 times a day” and then reminds us that each session is barely a minute long. That might be an average length but I’ll bet the mean is even shorter. How often do you pull your phone out for only a quick, 10-20 second peek at your email inbox or news? That’s probably my typical session length and based on what I see around me I’m confident it’s the case for plenty of others as well.

So what about that oft-used scenario of pulling the phone out to read an ebook while standing in line at the grocery store? That’s clearly something publishers fantasize about but consumers rarely, if ever, do. It’s more info snacking and short, bite-sized pieces of content that are consumed in most of these mobile sessions.

That trend isn’t changing anytime soon. As the Google doc states, in the past year mobile sessions have increased 20% while session time has decreased 18%. We’re shifting from longer desktop sessions to shorter mobile sessions.

Google asks this very important question: How does your brand perform on keywords searches that are vital to your business? Don’t just focus on search results ranking, btw. You may appear at the top but does the resulting link take a visitor to a terrific mobile experience? Responsive design is part of that but the more important point is that the destination page is constructed with content or a call-to-action perfectly designed for those 10-20 second mobile session bursts.

What does a great, mobile-optimized destination page look like? For one thing, it’s probably a single screen requiring no scrolling on even the smallest of phones. If you can’t deliver on that promise you need to focus on giving the visitor a reason to provide their email address for more details. Again, everything should be designed for an extremely short user session.

On page 8 Google says that that video how-to searches are still on an extremely steep growth trajectory. They’re up 70% year-over-year and far from plateauing. Your business is probably built around written content, but if you’re in the how-to space you’ve got to think about how to remain relevant as more solutions are discovered via mobile searches and delivered in video, not written, format.

Take a few minutes to read and highlight elements of Google’s report. There’s a lot of terrific information here and I guarantee it will both inspire you as well as force you to think about the importance of reframing your brand around mobile. There’s so much here, in fact, that I want to revisit the document in next week’s article. So stay tuned for part two where I’ll highlight several other important points as well as share a use-case for how mobile can complement, not replace, print.


Savas Beatie offers a sneak peek at SmartLayers premium editions

Savas Beatie is an innovative publisher of military history books. In fact, they have the distinction of being the first publisher to release an ebook featuring the SmartLayers technology we've developed here at Olive Software.

If you'd like to get a sense of what SmartLayers looks like, watch the video embedded below. If you'd like to see how easy it is for a publisher to leverage SmartLayers, as well as learn why Savas Beatie chose SmartLayers for their premium ebook solution, be sure to join us for a free webinar tomorrow, September 30, at 1ET -- click here to register now.

P.S. -- This initial SmartLayers premium ebook, Richmond Redeemed, is available exclusively on the Savas Beatie website (cllick here for the book's catalog page).


What can we learn from Getty’s new free, embed model?

Getty Images made an interesting content-usage model announcement last week. After years of playing whack-a-mole with everyone who’s ever stolen one of their images, Getty decided to embrace the free model for a portion of their library. You’ll find additional details on this here and here.

As a wise man once said, you can significantly reduce piracy if you make your content available at a reasonable price and in a convenient format.

OK, free is a pretty radical price and of course piracy evaporates when content becomes free. But it’s important to note that Getty isn’t just giving up and letting pirates have their way. They’ve introduced a model that I think could become a viable template for other types of content.

Note that Getty isn’t saying everyone can now just copy and paste the images into their sites. Getty is instead providing a snippet of HTML code you’ll use to legally embed the images on your site. This approach offers a number of benefits for Getty including tracking and, more importantly, a new potential revenue stream.

By embedding the code in your site Getty will be able to gather data about where their images are being viewed and who is viewing them. This data could eventually be valuable to Getty as they’ll suddenly have access to plenty of metrics they knew nothing about before. Unless you’ve been hibernating the past few years you know that big data can be quite valuable and it’s easy to see how Getty’s data will become big rather quickly.

What’s even more intriguing to me is how Getty will be able to control how those images are rendered on your site. The images live on Getty’s servers, much like YouTube videos live on Google’s servers.

Do you remember when YouTube videos didn’t have pre-roll ads? These days it’s rare to watch any YouTube video without first having to sit through a short ad. 

Will embedded Getty images soon have ads in them? Maybe. It makes sense for Getty to at least experiment with ads. They’ll have plenty of opportunities to study all that data they’re gathering to determine the viability of ads with images.

What about other types of content? Magazine and newspaper articles come to mind. How often is that content illegally copied and pasted onto someone’s website? How often is the same content scraped off the publisher’s website and dropped into an app? The app might give credit to the publisher, and even offer a link to where the content originally appears on the publisher’s site, but how many times do readers get what they need from the ad-free scraped version and never click through to the publisher’s site? How many ad impressions are lost as a result?

What if publishers offered a model like Getty’s, so someone could grab a snippet of code to embed the article in their own site? That version would provide data and a possible advertising opportunity, just like Getty’s.

OK, I think I know what would happen… Most publishers would resist, saying they want the traffic coming to their own site and threatening legal action against anyone who copies and pastes illegally. The smart publisher, on the other hand, would instead embrace this for the data and new, alternative revenue opportunities it represents.

I can’t wait to see how Getty’s model evolves and whether it will expand into other types of content.