書藝共生Co-existence

俞真（Calvin Yu）@「書藝重生＠Generation I」研討會@ “Reinventing Books in Generation I” Seminar 2011.07.25

A Mind-Shifting Swim一次改變心態的游泳

North Pole Swim vs. Everest Swim極地與高峰

心態Mindset

• 「一些事以前運作得很好，並不代表將來也能同樣發揮作用。現在我在做任何事之前，都會問自己到底需要怎樣的心態，才可妥善處理這件事。」

• “Just because something has worked in the past so well, doesn't mean it's going to work in the future. And similarly, now, before I do anything, I ask myself what type of mindset do I require to successfully complete a task.”

心態Mindset

• 「第二樣我學懂的事情是徹底而有策略的轉變。」

• “And then the second lesson, the radical, tactical shift.”

Publishing industry is no longer the same出版印刷行業不再一樣

Publishing Industry’s Challenges出版印刷行業面對的挑戰

The Need for Reading Remains Unchanged閱讀的需要不變

The Way We Read Changes閱讀方式不再一樣

Too many new possibilities太多新可能性

太多新可能性Too many possibilities

• 社交媒體及流動平台的衝擊Strike of social media & mobile platforms

• 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

Curated Computing導賞式電腦應用

導賞式電腦應用Curated Computing

• 後個人電腦時代Post-PC Era

• 用戶為本＋無需個人電腦User Centric + PC-Free

• 少一些選擇，多一些關聯Less Choices, More Relevance

• 水平更高，門檻更低Raise the bar with lower barriers

導賞式電腦應用Curated Computing

• 收窄因技術水平產生的數碼鴻溝Narrow technical digital divide

• 電子資訊的新用戶New users of digital information

Expectation期望

期望Expectation

• 可使用Available and Approachable

• 可搜尋Searchable

• 可自訂Customizable

• 讀者產生內容Reader-generated content

• 可分享Shareable

期望Expectation

• 適切的資訊Right Information

• 適合的平台Right Platform

• 需要的時間Right Time

• 合用的形式Right Form

The Time Constraint Remains Unchanged時間限制不變

The Way We Spend Time Changes時間運用不再一樣

Too much to read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, YouTube, 等等Web, Blog, Facebook, Twitter, Podcast, YouTube 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

Triggering Point興趣的觸發點

Socialnomics社群新經濟時代

興趣的觸發點Triggering Point

• 2009.08出版 / 2010.11更新Published in 2009.08 / Revised in 2010.11

• 推廣影片（2009、2010、2011） Promo Videos (2009, 2010, 2011)

• 總觀看人次超過560萬Over 5.6 million views

• 在所有主要書店及電子平台有售Available in all major bookstores & eReaders

The Desire to Share Remains Unchanged分享的冀望不變

The Way We ShareChanges分享方式不再一樣

We All Publish人人皆可發表

Sharing through trusted connection matters透過可信任連繫分享日益重要

分享Share

• 運用新分享模式接觸潛在讀者Embrace new sharing mode to reach potential readers

• 眾口相傳遠勝硬銷廣告Word of Mouth really matters

• 賦權讓讀者成為代理人Empower readers to become agents

Core Values核心價值

核心價值Core Values

• 一些例子Some examples

• 戲院：DVD/Blu-ray的挑戰Cinmea: DVD/Blu-ray challenges

• 郵局：電郵的挑戰Post Office: Email challenges

核心價值Core Values

• 出版的核心價值：內容Core Values of Publishing: Content

• 印刷的核心價值Core Values of Printing

• 質感Texture

• 美感Aesthetic

• 情感Emotion

Way Out?何去何從？

何去何從Way Out

• 內容的協同效應Content synergy

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

• 優化出版流程Streamlining of publishing workflow

• 互相補足，服務不同需要Complement and Differentiation

何去何從Way Out

• 善用社交媒體及流動平台，為數碼出版及傳統出版開創新局面Embrace Social Media and Mobile Platforms 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

何去何從Way Out

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

• 印刷精品化Quality printing

• 按需印刷Print on demand

• 讀者參與Reader participation

• Amazon / Wiley 經驗Amazon / Wiley experience

何去何從Way Out

• 產品生命週期Product life cycle

• 剩餘價值Residual value

• 釋放潛在價值Release hidden value

• 以數碼出版及按需印刷作延續Extend life cycle through digital publishing and print on demand

• 長尾Long Tail

出版業的未來THE FUTURE OF PUBLISHING

Solidify, Deepen, Extend Reading Experience閱讀體驗的鞏固、深化、延伸

你準備好了嗎？Are you ready?