Projektledelse Projektledelse og Produktion af Digitalt Indhold (DPI) Projektledelse Projektledelse og Produktion af Digitalt Indhold (DPI) Session november 2003 Peter Olaf Looms

- 2 - PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Dagens program ”COPE og versionering” 9:00-10:15 10:20-10:35 10:35 -12:00 12:00-13:00 13:00 -15:00 Intro fra Peter samt forelæsning - del 1 Pause Forelæsning - del 2 FROKOST Grupperne arbejder med deres projekter og forberedelse til feltarbejde

- 3 - PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Emneoversigt Afslutning af #9: Idévurdering - hvordan den gøres i praksis Udvikling af digitalt indhold til børn - udviklingsmetoder

- 4 - PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Idévurdering i praksis

Fra idé til færdigt produkt/den daglige drift Termer på dansk og engelsk

- 6 - PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Udvklingsmetoder til børn

- 7 - PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Tre fremgangsmåder Vandfald Spiral Participativ Model Den ene udelukker ikke nødvendigvis den anden

- 8 - PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Development Methods Contextual Enquiry (ethnographical study) Go to their territory (observe them in their rooms or where they hang out) Give kids time Wear informal clothing Do not stand up when with young children Use an object as a bridge or icebreaker Use ”I needyour help...” to elicit opinions and feelings Use informal language ”Why’s that” rather than ”Why are you doing that” The interactor must not take notes Note-takers should use small pads Note-takers should not move - that way they become invisible

- 9 - PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Development Methods Technology Immersion Problem-based approach using rich technical environment Helps us understand situations when products and tools currently uncommon become common or even ubiquitous Run a ”problem” for up to 50 hours spread over a week with groups of kids Same basic rules as in Contextual Inqury apply here

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Development Methods Participatory Design Best with kids aged 7-10 years of age Teams of 4-5; more kids than adults Adult - Adult interactions important; not just Adult - Child & Child - Child Use a broad range of low tech protoyping tools; remember to combine them Introduce such low tech tools quickly Complex ideas and concepts can be developed It is OK for adults to be playful The goal should be flexible

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Development Methods What kids want in technology What kids notice in technology

2. COPE - Create Once Publish Everywhere

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Convergence in Hong Kong...

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Convergence in Hong Kong...

What does COPE stand for?

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Creating Content for Anyone, Anywhere on Any Device (Bryan Lamkin, NAB SuperSession panel, April 9, 2002) (PDF: 745 KB / 33 pages)

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms

COPE in digital content industries The problem...

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Content publishing then and now...

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Asia Pacific Asia Pacific Regional Trends Regional Trends in... Page 1. 1 Copyright © 2002 ACNielsen Asia Pacific Asia Pacific Regional Trends Regional Trends in Consumer in Consumer Behaviour...

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Content publishing then and now... changes Supply side Liberalisation Digitalisation More choice in the form of: l More content (channels, programmes, sites and services) l More platforms and digital networks (Internet, broadcast, mobile) l More types of device l Anything, Anytime, Anywhere Demand l Consumption (time) growing slowly l Consumer spend running faster than consumer index l Fragmentation of audiences l Churn (reduced loyalty) as consequence of more choice

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Consequences Þ Less money for digital content measured per programme, per site or per service Þ Advertising as a business model under pressure Þ Planning more difficult as audience segmentation is breaking down Þ Pay services require careful research to assure consumer acceptability and commercial success Þ Economic implications of consequence regardless of business model used

COPE in digital content industries The strategic options...

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Three Strategic Options: Radio and television Internet portals and services Mobile portals and services Print publishing Focus on core competencies Vertical integration of value chain Horizontal integration of value chain

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms... And DTV value chain - the stakeholders Content creators Content syndicators Distributors

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms... Who stands to benefit from COPE? Content creators Content syndicators Distributors

COPE A production strategy for convergence

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms COPE = Horizontal integration ( Doing More For Less ) Radio and television Internet portals and services Mobile portals and services Print publishing Horizontal integration of value chain

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Potential Benefits: Can decrease time to market (better organization) Can decrease time to synchronize multichannel resources Can decrease time to customized versioning

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms COPE - Potential benefits Decreased time to market (better organization) Decreased time to synchronize multichannel resources (cross media) Being able to offer more choice Lower costs for a given unit of delivered content Decreased time to customized versioning Being able to offer personalisation

COPE Which kind of solutions and architectures are there?

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms System overview

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms

COPE Quantifying the benefits

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Exploitation baseline This is what was done: Redesign of top bar for 55,000 pages

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Conventional redesign

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Conventional redesign

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Conventional redesign Conventional redesign

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Redesign with CONTESSA

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Redesign with CONTESSA

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Redesign with CONTESSA Redesign with CONTESSA

COPE Emerging standards

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Emerging standards Digital Television COPE standards iTVProductionStandards_Spec.pdf News Sports

3. Versionering

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Localisation in Hong Kong...

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Overview Localisation-what is it? Localisation in relation to, say, internationalisation Localisation - Why? Localisation - How? Localisation - Cost structure?

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Localisation - what is it?

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Geographical area to be covered LOCAL GLOBAL GLOCAL? Municipality District State Country Continent World

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms 2 terms: Localisation and Internationalisation Localisation: The process of preparing a software application And the supporting documentation and packaging For specific target languages and cultures through translation and cultural adaptation Internationalisation: The process of designing and developing (or re- engineering) an application so that it can be adapted To various locales without software engineering changes

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Localisation - why bother? For some services and media, no change is needed (e.g. the Schweppes advertisements) actors.com/commercial/commercial.html In other cases, a lack of customisation results in lower revenues.

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Localisation - what does it cost? 1999 figures from Allied Business Intelligence estimate that localisation accounts for 32% of the USD 11 billion market for translation - and it is still growing.

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Localisation is but one of the options 1.Do it in ONE language only (English, Spanish?) 2.Make an international version ”sanitised” and largely culturally neutral - and the localise 3.Produce a culturally neutral framework and then build in cases/examples for each specific market 4.Make dedicated products for each particular market

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Four Cases... Thomas & Tim (CD-ROM for kids) Thomas Blue Eagle (Book - CD-ROM - Broadband WWW) The Dinosaurs are Coming! (web and CD-ROM for year olds) - Dorling Kindersley Papyrus

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Thomas and Tim

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Thomas Blue Eagle

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Dorling Kindersley Dorling Kindersley (DK) was an independent publisher founded in 1970 Expanded into multimedia CD- ROMs, Web and television production (cross media) One of the first to adpot a coherent production strategy based on a globally acceptable content framework Work with partners on global content acceptability DK now part of Pearson Group (includes FT and Economist)

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Papyrus

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Localisation - why? B2C in small countries: to assure that content can be developed in small markets where the home market is too small to break even B2C in large countries: Localisation generates additional revenue and gives leverage as gatekeeper to reduce local competition

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Localisation - how? Papyrus - examples Need a localisation ”kit” Needs to be planned before the original production is done, not as you go along...

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Localisation - what does it cost? Thomas og Tim 10% extra per language Dorling Kindersley 5-50% depending on the nature of the product. Partners paid for own localisation costs plus and up front fee based on sales potential of the localised product

PDI-E2003 Projektledelse og Produktion af Digitalt Indhold Peter Olaf Looms Production issues Text area is different from language to language Displaying characters globally - Big5/Graphics for Chinese and Thai characters? Inputting text (Papyrus) Commentaries - recorded at the producer or in the target country? Video and animations - different attitudes to explicit violence, nudity etc. even in a small continent like Europe