INFS5885 note for the

case study Atavist

My first observation on each page
1. Introduction of Atavist
1.1. Publishing, selling software
1.2. Incorporate in September 2010
1.3. Video1: about how he wish to start this business:
1.3.1. Long story always being rejected in traditional channel
1.3.2. Great designer can’t show their strength when goes online, coz online content are
boring eg just few pictures and graph
2. Idea of Atavist
2.1. Selling Single, which they also created them, 5000-30000 words lengthened journalism in
narrative style
2.2. Enhanced reading experience
2.3. Software licensing fee
2.4. Video2: can’t get grant, how he meet the co-founders
2.5. Video3: Atavist promotional video
2.5.1. An easy reading formats on e-readers
2.5.2. Pictures/video
2.5.3. Biography
2.5.4. Geographic information
2.5.5. Sound recording
2.5.6. Audio books
2.6. Video4: How they choose the name: which is the core passion of their business
3. Technology and design
3.1. Simple to use, allow no coding experience users
3.2. Cross platform
3.3. Video5: Talk about those enhanced features
3.4. Video6: Skill of Jeff
3.5. Video7: outside judgement on their business: software/content maker/both; further elaborate
their incorporate concept
3.6. Video8: e-reader timeline
4. Launch
4.1. Good feedback
5. Publishing process
5.1. Revenue model 50:50 sharing between company and author (much higher than existing rule
n the publishing industry), also supporting the author researching cost on the working story
 5.2. Video9: the singles’ topics
5.3. Video10: creating a story (lots of manpower on enhanced content)
6. Marketing
6.1. Amazon and Apple (win-win) on such platform or story
6.2. Luckily benefited from the press, using as an exemplar on paper doomsday and digital
enhancement
6.3. Cross platform
6.4. Facing technical problem especially in new launching reading hardware
7. Licensing
7.1. Their simple user interface attracts the interest from traditional publishers eg Pearson,
which publish textbooks and artbooks who have been long waiting on seeking a way to
enhance the reading experience (digitalize)
8. Publishing industry on ebook
8.1. Though there is significant growth on E-reader and tablet, however, due to the high cost of
digitalization , publishers are still limiting their investment on e book and enhanced book.
9. Competition
9.1. Booksellers, publishers who have their own ebook
9.2. Software maker like Adobe System, Vook
9.3. Video11: talk about rivals: better content but Atavist has platform
9.4. Video12: Initially they wish to proof the traditional publishing can have more to be done, and
the public follow, happy.
9.5. Video13: when compete with giants, they believe their sense is their weapon; but they do
not have platform, the overall sales are limited when more singles are published
10. Decision
10.1. Addressing the business model
10.2. Advertising? NO, though advertise are putting online and there is a large potential
revenue
10.3. Subscription? May be, however the publish should be in regular time base. They
question about if this will disturb the quality of singles
10.4. BUT they can offer BUNDLES! Solved!
10.5. Enhanced content be kept or not? Still judging
10.6. Software licensing business? On good track, but the founders think it is not their
business, well.
10.7. Video14: Book or magazine(certain type of story), hybrid, fact checking(magazine
do), book launch
10.8. Video15: ongoing business development
10.9. Video16: why sell software: get attention on readings. And further his vision
10.10. Video17: Syman’s Perspective: more ground and business mode
10.11. Video18: Rabb thanks the clients
10.12. Video19: 5 years plan: content management system on publishing app
10.13. Video20: information architecture
10.14. Video 21:Impact on how people read