new horizons of publishing industry 出版業的新視界 (2010.09.09 @ cclsg...

出版業的新視界New Horizons of Publishing Industry

Calvin C. Yu @ 新加坡福音證主協會 CCLSG / 2010.09.09

Publishing industry is no longer the same

出版行業不再一樣

Changing Landscape變遷

變遷Changing Landscape

• 內容發送 Content Delivery

• 新的可能性 New Possibilities

• 溝通模式 Mode of Communication

• 互動 Interaction

• 速度 Speed

• 表達方式 Mode of Expression

變遷Changing Landscape

• 觸發點 Triggering Point

• 產品生命週期 Product Life Cycle

• 用戶期望 User Expectation

Publishers’ Challenges出版機構面對的挑戰

Too much to read for readers讀者有太多要閱讀的資訊

太多要閱讀的資訊Too much to read

• 通訊 Communication

• 電郵，短訊，即時訊息，信件，等等Email, SMS, Instant Messages, Letters, etc.

• 資訊 Information

• 新聞，廣告，生活資訊，等等News, Advertisement, Lifestyle Information, etc.

Too many media choices讀者有太多媒體可供選擇

太多媒體Too many media

• 傳統媒體 Traditional media

• 報紙、雜誌、書、電視、電影、電台等等Press, Magazine, Book, TV, Movie, Radio etc.

• 新媒體 New media

• 網頁，博客，Facebook，Twitter,

Podcast, 等等Web, Blog, Facebook, Twitter, Podcast, etc.

太多媒體Too many media

• 資訊超載 Information overload

• 噪音充斥 Too much noise

• 相對閱讀書本時間減少

Less time for reading

• 即食文化Bite-sized content consumption

• 讀者期望有所轉變Changing expectation of readers

Too many new possibilities太多新可能性

太多新可能性Too many possibilities

• 平板電腦的衝擊Strike of tablet computer

• 閱讀經驗的改變Changing reading experience

• 閱讀期望（內容、時間、形式等）的改變Changing reading expectation (content, timing, format, etc.)

• 書本數碼化 vs. 數碼出版Digitized Book vs. Digital Publishing

數碼出版的對立聲音Opposing Voices in Digital Publishing

iPad iMagineering - Penguin Books

The Elements ebook for iPad

Way Out出路

出路Way Out

• 內容才是王道！Content is king!

• 內容表現形式多樣化Diversified mode of content delivery

• 數碼出版不是書本數碼化Digital Publishing is not simply digitizing books

出路Way Out

• 善用社交媒體，為數碼出版及傳統出版開創新局面Embrace Social Media to make a difference for both digital publishing and traditional publishing

• 興趣觸發點的轉變：跨媒體推廣Changing triggering point: Cross-Media Marketing

• 體驗、傳頌與分享的威力The Power of Experience, Word of Mouth and Share

出路Way Out

• 要內容與用戶經驗並重Emphasis on both content and user experience

• 要為內容度身訂做適切的用戶經驗：不要為跨媒體而跨媒體Customize appropriate user experience based on content: Don’t put the cart before the horse

• 直覺式的用戶經驗Intuitive user experience

還有ONE MORE THING

出版業的未來THE FUTURE OF PUBLISHING

答客問 Q&A

為主卓越 In search of excellence for HIM