AOP London: Solve problems: treating content as a product
26
1 Solve problems @martinbailie commercial strategy director
-
Upload
martin-bailie -
Category
Business
-
view
477 -
download
4
description
This is a recent presentation to members of the Association of Online Publishers in London. I looked at publishing and content through the filter of product development. In this way, we saw content delivered to solve user problems; eg. the evening leisure problem, the morning 'need to know' problem. I also shared the idea of Content as a Service (courtesy of Jeff Jarvis).
Transcript of AOP London: Solve problems: treating content as a product
1
Solve problems
@martinbailiecommercial strategy director
2
innovation =a process of trial and errorin search of a product/market fit
3
problems
4
pure pain and frustration
5
“The basic idea is that people don’t go around looking for products to buy.
Instead, they take life as it comes and when they encounter a problem, they look for a solution—and at that point, they’ll hire a product or service.
It is the job, and not the customer or the product, that should be the fundamental unit of analysis.”
Clayton Christensen — author of The Innovator’s Dilemma
6
what problems do users of content have?
what are the frustrations? the pain points?
what emotional need does content answer?
7
the search to solve problems drives behaviour change.
8
“angry people dictate the future of technology”
and we’re all in the technology business.
Jeff Bonforte via Marty Cagan
9
platform
content
hardware
user
10
perceived pain
the lovers
the irrationals
Everett Rogers Technology Adoption Lifecycle model
the efficients
the laughers
the comfortables
Jeff Bonforte via Marty Cagan
11
problems
12
themorning must-know problem
quicktopics I wantoffline!
Glue isobar survey n150 UK adult respondents, November 2012
45% twitter is first source of breaking news
13
themorning must-know problem
Glue isobar survey n150 UK adult respondents, November 2012
14
theevening pleasure problem
1 hr 40 mins of opportunity
Glue isobar survey n150 UK adult respondents, November 2012
40% of tablet owners only read news in the evening on their tablets
When the laptop is open, TV is the second screen
15Thinkbox 2012/ Cog research
16
17
18
thequality reads problem
topics I like, when I want themserendipity but limited waste
Glue isobar survey n150 UK adult respondents, November 2012
19
thewaste problem
learning what I likePAYGbeautifully presented
20
thewaste problem
RSS users are more risk averse than average(control AND content)
Aegis CCS 2012 survey (n10k UK adults)
21
thebeing part of… problem
for a community, not for subject news
22
“Content is that which fills something.
Service is that which accomplishes something.”
Jeff Jarvis
23
SaaS
WaaS
CaaS?
24
“We hope to rewire the way people spread and consume
information.”
Mark Zuckerberg, May 2012
25
26
Go forth and experiment!
@martinbailie
