slide 1 usability pays off jak boumans ba, mdiv. electronic media reporting usability in multimedia...

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Usability pays off

Jak Boumans BA, MDiv.

Electronic Media Reporting

Usability in Multimedia Environment

Sept. 3-5, 2003, Bratislava (Slovakia)

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Electronic Media Reporting

Based in Utrecht (The Netherlands) Founded in 1990 Private consultancy specialised in new media, electronic publishing and content strategy Four activities:

- Market research and studies (state of the art, scenario)

- Audits for EC- Congresses, seminars, workshops- Publications (Telecombrief and IMI, books)

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If I had continued my studies...

© Wired, 1995

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Professional background

Principal consultant content strategy Independent since 1990 Software company (el. pub.) (1986-90) VNU – Business Publications (1980-86) Kluwer Encyclopedia (1973-1979) Spectrum Reference Depart. (1970-73)-1973)

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Present assignments

Multimedia Industry Survey X-media project in publishing company ACTeN project X-Melina project General Secretary to the European Academy of Digital Media (EADiM) World Summit Award EUROPRIX.nl competition Writing a book on the history of new media in The Netherlands

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Media waves

1970-1980: phototypesetting, database

publishing 1980- 1993: e-mail 1980-1993: ASCII databases 1980-1997: videotex 1985-2000: CD-ROM, CD-i, DVD 1993: internet 2002: mobile internet (GPRS, Wi-Fi)

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Small interactive quiz

1. Do you have ADSL at home?2. Do you have a DVD at home?3. Do you have a mobile?4. Do you send SMS?5. Do you send MMS?6. Do you use Live! or T-Zones or

something similar?7. Do you bank electronically?8. Do you have interactive TV (settop

box)?

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Usability pays off

Items to be discussed- Business model- Usability and technology- Usability and marketing- Usability pays off

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Businessmodel

Technology

Project

Business model Marketing

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Business model

The concept of a business model is an

assumption at best; what works for the

WSJ doesn’t work for the FT Is it publishing or retailing? Publishing: advertisement or subscription advertisement: economically vulnerable subscription: rather stable (difficult to

change over to pay-per article or pay-per

view; exclusion of a larger group)

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Business model

Retailing: transaction = packaging,

displaying, point of purchase, sampling,

consumer behaviour, pricing tactics What content works: entertainment and

sports (not just downloadable) What does not work: music and movies

(are freely downloadable) Select niches or get into portals

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Forms of payment

Pay upfront e.g.

pay-per-use,

pay-per-view,

pay-per-article,

pay-per-game Post-pricing

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Usability and technology

Technology Usability

Project

Business model Marketing

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Technical approach usability

product vision validation planning                   user requirements                                       iterative design & evaluation                                                    user acceptance 

    www.vnet5.org

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Marketing and usability

Technology Usability

Project

Business model Marketing

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Marketing and usability

Development generic user requirements Sudy by Daniel Felixan and Silvia

Stampfli-Marzaroli, ETHZ, Zurich December 2002 Delivered 10 main requirements Various factors per requirement

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10 requirements

Attractivity Compatibility Cost-sensitivity Hedonism Intrusion Observability Privacy Social acceptance/Pressure Status/Image benefit Trust

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Usability and marketing

Attractivity- The information ispresented in an appealing way- The design fits the functionality- The content presentation fits with the purpose of the

service- I am impressed by the look of the service- The service doies not look attractive- The service is visually not pleasing

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Usability and marketing

Compatibility- Using the service would not fit into my work- I would feel comfortable with the service- The service would facilitate my daily work- Using the service fits well with the way I like to work- The service would make my life more complicated- The service helps me to find what I am looking for- The service does not match at all with the interaction

style

- The service matches my life style

- The look of the service does not fit with my personal

style

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Usability and marketing

Cost-sensitivity- I will buy the service only if it becomes cheap- I wouild not pay for the information I receive- The benefits from the service are worth a high price- Few people will be willing to pay for the service- People might fear that the service is expensive

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Usability and marketing

Hedonism- The service is fun to use- Using the service is exciting- I would enjoy using the service- The service is boring- The service is not stimulating- Using the service is frustrating- I would not like to use the service every day

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Usability and marketing

Intrusion- The service floods me with information- Alerts such as beeps, rings, sounds or vibrations

would distrurb me- It is acceptable to use the functions all the time- Alerts are annoying

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Usability and marketing

Observability- I know what the service does- I could explain the benefit of the service to my friends

and colleagues- I can not imagine what some features of the service

are for- The benefits of the service are selfevident

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Usability and marketing

Privacy- I do not know who has access to the information I

enter- I am sure that the service guarantees privacy- I would feel observed by other people when using the

service

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Usability and marketing

Social acceptance/Pressure- When everyone has the service I will find it difficult to

do without- Most of the people in my environment will use

services like this- After some time it will be come normal to have the

service

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Usability and marketing

Status/Image benefit- I don’t think that I could impress others by using the

service- Highly valued people would use the service- Key people in my organisation would use the service- Even if you do not need it urgently it would look

professional if you have the service

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Usability and marketing

Trust- The information received is trustworthy- I can see that honest and trustworthy people stand

behind the service- You can rely on this information

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Willingness to pay

It is not a question of willingness Content is paid for when it is on carriers

like CD-ROM, DVD or on mobile Online content was paid for in the pre-

Internet period (1969 – 1993) Online will be paid for in the post-Internet

period (2002 - ) But the info must be hard to get by and

usable for customers

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Links

www.paidcontent.orgwww.vnet5.orgwww.europrix.orgwww.acten.netwww.xmelina.com

Voor meer informatie: jak@euronet.nl