Hypercritical

00:00:00 ◼   ► [Music] [TS]

00:00:02 ◼   ► this is hypercritical a weekly talkshow [TS]

00:00:04 ◼   ► ruminating on exactly what is wrong in [TS]

00:00:06 ◼   ► the world of Apple and related [TS]

00:00:08 ◼   ► technologies and businesses nothing is [TS]

00:00:10 ◼   ► so perfect that it can't be complained [TS]

00:00:12 ◼   ► about at least not by my co-host John [TS]

00:00:14 ◼   ► siracusa i'm dan benjamin today is [TS]

00:00:17 ◼   ► january 27th 2012 it's Friday this is [TS]

00:00:21 ◼   ► episode number 52 we would like to thank [TS]

00:00:24 ◼   ► our sponsors today source bits comm [TS]

00:00:27 ◼   ► software design and development services [TS]

00:00:29 ◼   ► for iOS Android Mac in the web and my [TS]

00:00:32 ◼   ► note an intuitive mind mapping tool for [TS]

00:00:35 ◼   ► Mac and iOS will tell you more about [TS]

00:00:36 ◼   ► those as the program continues we also [TS]

00:00:39 ◼   ► want to say thanks very much to vid me [TS]

00:00:40 ◼   ► up comm for the bandwidth for this [TS]

00:00:43 ◼   ► episode vid me up is a free service that [TS]

00:00:44 ◼   ► allows you to create your own video cite [TS]

00:00:46 ◼   ► your videos your branding vid me up comm [TS]

00:00:53 ◼   ► hello Jon siracusa of Massachusetts [TS]

00:00:57 ◼   ► hello Daniel Benjamin of many places in [TS]

00:01:00 ◼   ► the South hmm but originally the [TS]

00:01:03 ◼   ► Northeast it's complicated I get it how [TS]

00:01:06 ◼   ► to address you can we put this uh this [TS]

00:01:10 ◼   ► optical illusion in the shownotes no I [TS]

00:01:12 ◼   ► think it's not relevant ok now I don't [TS]

00:01:15 ◼   ► want to know what it is so if you want [TS]

00:01:16 ◼   ► to know what it is maybe we'll discuss [TS]

00:01:18 ◼   ► it in the after dark ok I will put it in [TS]

00:01:20 ◼   ► the show notes and we will not discuss [TS]

00:01:23 ◼   ► it so alright [TS]

00:01:25 ◼   ► some quick follow-up from video game [TS]

00:01:28 ◼   ► controllers several shows ago still [TS]

00:01:30 ◼   ► getting links about that these this one [TS]

00:01:33 ◼   ► from I Anna skeller I hope I did a good [TS]

00:01:36 ◼   ► job with that he gave a couple of neat [TS]

00:01:38 ◼   ► links that I thought were worth sending [TS]

00:01:42 ◼   ► out to the listeners but I didn't want [TS]

00:01:44 ◼   ► to put them in the show notes for this [TS]

00:01:45 ◼   ► show because the show is not going to be [TS]

00:01:47 ◼   ► about video game controllers so you're [TS]

00:01:49 ◼   ► safe um so what I did was I put them in [TS]

00:01:52 ◼   ► the show notes to the first episode we [TS]

00:01:54 ◼   ► did it by video game controllers which [TS]

00:01:55 ◼   ► was episode 49 pinching the harmonica I [TS]

00:01:57 ◼   ► put them as bonus links at the very [TS]

00:01:59 ◼   ► bottom of the show notes so to get to [TS]

00:02:01 ◼   ► them you can go to the show notes for [TS]

00:02:03 ◼   ► this episode and the very first one will [TS]

00:02:05 ◼   ► be a link to episode 49 and then go to [TS]

00:02:07 ◼   ► the bottom get those and he it's work of [TS]

00:02:09 ◼   ► other people on the web he found a [TS]

00:02:11 ◼   ► poster showing evolution of video game [TS]

00:02:13 ◼   ► controller [TS]

00:02:13 ◼   ► at pop chart labs calm you can buy it [TS]

00:02:16 ◼   ► but does also need to just look at [TS]

00:02:17 ◼   ► someone had a periodic table of [TS]

00:02:20 ◼   ► controllers that showed you know [TS]

00:02:21 ◼   ► periodical table layout with and it just [TS]

00:02:23 ◼   ► shows the buttons which is kind of neat [TS]

00:02:24 ◼   ► instead of showing the controllers just [TS]

00:02:25 ◼   ► shows the button Arrangements on them [TS]

00:02:27 ◼   ► and there's an actual blog on tumblr [TS]

00:02:29 ◼   ► called a bunch of stuff about game [TS]

00:02:31 ◼   ► controllers and the title is accurate so [TS]

00:02:35 ◼   ► there's three links check them out we're [TS]

00:02:39 ◼   ► not talking about video controllers [TS]

00:02:40 ◼   ► today today we have a whole mess of [TS]

00:02:43 ◼   ► follow up from the last episode where we [TS]

00:02:46 ◼   ► discussed the iBooks Author announcement [TS]

00:02:49 ◼   ► and I really hope I can get through this [TS]

00:02:51 ◼   ► in time to not have a very long show [TS]

00:02:55 ◼   ► today okay so the impression I get from [TS]

00:03:00 ◼   ► feedback is that people thought I was [TS]

00:03:03 ◼   ► more pessimistic about this iBooks [TS]

00:03:04 ◼   ► Author thing than I have been about [TS]

00:03:06 ◼   ► other recent Apple topics and I guess [TS]

00:03:12 ◼   ► that's probably true I'd probably have a [TS]

00:03:15 ◼   ► background in history and the holy books [TS]

00:03:17 ◼   ► thing that has me coming at this issue [TS]

00:03:20 ◼   ► from a different angle than most people [TS]

00:03:22 ◼   ► uh you were you learn ebooks guy for a [TS]

00:03:26 ◼   ► while yeah just a little while but you [TS]

00:03:28 ◼   ► know I do have that history and that [TS]

00:03:31 ◼   ► probably influences how I see things [TS]

00:03:33 ◼   ► and the same thing with people who were [TS]

00:03:35 ◼   ► actually in the education market they [TS]

00:03:36 ◼   ► see things differently than I do coming [TS]

00:03:38 ◼   ► from there from their perspective I [TS]

00:03:40 ◼   ► think mostly I was I was trying to [TS]

00:03:43 ◼   ► mostly come at it from the perspective [TS]

00:03:44 ◼   ► of an apple watcher and seeing you know [TS]

00:03:46 ◼   ► the way Apple conducts its business and [TS]

00:03:51 ◼   ► strategies that have worked in the past [TS]

00:03:53 ◼   ► for Apple and other companies so while I [TS]

00:03:57 ◼   ► was discussing the stuff in last show [TS]

00:03:59 ◼   ► people were writing things for various [TS]

00:04:00 ◼   ► publications I put some shown put some [TS]

00:04:02 ◼   ► links in the show notes to a couple [TS]

00:04:05 ◼   ► people that agreed with me one was a [TS]

00:04:07 ◼   ► serenity Caldwell at Macworld she wrote [TS]

00:04:10 ◼   ► an article called holding out for an [TS]

00:04:11 ◼   ► epub hero where she laments all the [TS]

00:04:13 ◼   ► things that a book's author is not [TS]

00:04:16 ◼   ► that's really neither here nor there [TS]

00:04:19 ◼   ► about whether iBooks Author is a good [TS]

00:04:21 ◼   ► idea for Apple to do but it's kind of a [TS]

00:04:23 ◼   ► distillation of the sentiment that we're [TS]

00:04:24 ◼   ► discussing last time that people wanted [TS]

00:04:26 ◼   ► Apple to do [TS]

00:04:27 ◼   ► one thing an applicant something [TS]

00:04:28 ◼   ► different iBooks Author is very clearly [TS]

00:04:29 ◼   ► not that thing that people wanted the [TS]

00:04:32 ◼   ► you know generic epub editing tool and [TS]

00:04:35 ◼   ► so those people are still waiting and [TS]

00:04:39 ◼   ► it's another one like I'll get to a [TS]

00:04:41 ◼   ► little bit later also on Mac world [TS]

00:04:43 ◼   ► certainly also did a wish list for [TS]

00:04:46 ◼   ► before the announcement was made for [TS]

00:04:48 ◼   ► things that she hoped Apple would [TS]

00:04:50 ◼   ► announce you can see how what was [TS]

00:04:52 ◼   ► announced did not satisfy that wish list [TS]

00:04:54 ◼   ► so the main one of the main topics of [TS]

00:04:58 ◼   ► objection that people brought up in [TS]

00:05:00 ◼   ► emails was why do I keep talking about [TS]

00:05:03 ◼   ► the format or why is everyone talking [TS]

00:05:04 ◼   ► about the format who cares who cares but [TS]

00:05:06 ◼   ► the file format that's missing for the [TS]

00:05:08 ◼   ► forest for the trees that's not the [TS]

00:05:09 ◼   ► thing that's important to be looking at [TS]

00:05:12 ◼   ► I think the reason everyone's talking [TS]

00:05:15 ◼   ► about format is because I mean I think [TS]

00:05:19 ◼   ► we discussed this last show that the [TS]

00:05:20 ◼   ► e-book market is and has always been in [TS]

00:05:24 ◼   ► desperate need of some unifying format [TS]

00:05:27 ◼   ► like the idea is that format wars [TS]

00:05:30 ◼   ► arguing over who you know what format [TS]

00:05:33 ◼   ► the the data is in and who controls that [TS]

00:05:35 ◼   ► format and and who you know trying to [TS]

00:05:38 ◼   ► control an industry by controlling the [TS]

00:05:40 ◼   ► file format is generally viewed as not a [TS]

00:05:42 ◼   ► good thing so we didn't like it when it [TS]

00:05:44 ◼   ► was like blu-ray vs. HD DVD and no [TS]

00:05:47 ◼   ► matter who won you know from consumers [TS]

00:05:49 ◼   ► perspectives like look good that you [TS]

00:05:50 ◼   ► know I don't their advantages to one [TS]

00:05:52 ◼   ► side of the other and they're both [TS]

00:05:53 ◼   ► proprietary formats owned by different [TS]

00:05:54 ◼   ► consortiums of people but from a [TS]

00:05:56 ◼   ► consumers perspective you don't know how [TS]

00:05:57 ◼   ► to deal with like imagine if they had [TS]

00:05:58 ◼   ► both one and imagine a physical media [TS]

00:06:00 ◼   ► wasn't on its way out [TS]

00:06:01 ◼   ► we'd be struggling through this world [TS]

00:06:03 ◼   ► where there's ten different formats for [TS]

00:06:04 ◼   ► movies and you have to have players to [TS]

00:06:06 ◼   ► play multiple discs and you can't keep [TS]

00:06:07 ◼   ► track of who can play what in common [TS]

00:06:09 ◼   ► formats for digital content is good for [TS]

00:06:13 ◼   ► everybody and consumers hate it when [TS]

00:06:15 ◼   ► that's not the case and the industry in [TS]

00:06:17 ◼   ► general suffers for it although it's [TS]

00:06:19 ◼   ► just the constant trend of like why do [TS]

00:06:21 ◼   ► these format Wars exist well the [TS]

00:06:23 ◼   ► companies are is like ah we can get our [TS]

00:06:24 ◼   ► format to become the de-facto format [TS]

00:06:26 ◼   ► then we control the format and then we [TS]

00:06:28 ◼   ► have this incredible lever to control [TS]

00:06:29 ◼   ► the industry you know what I mean and I [TS]

00:06:33 ◼   ► think everyone agrees that's a bad thing [TS]

00:06:35 ◼   ► all right no one is out there saying we [TS]

00:06:37 ◼   ► need to have as many competing formats [TS]

00:06:38 ◼   ► for music as possible [TS]

00:06:40 ◼   ► completely incompatible that way it's [TS]

00:06:42 ◼   ► competition and you know that that's how [TS]

00:06:44 ◼   ► the marketplace is healthy no we just [TS]

00:06:45 ◼   ► you know we want we don't want to deal [TS]

00:06:48 ◼   ► with that we just want to hear music we [TS]

00:06:49 ◼   ► just want to watch movies and Annie in [TS]

00:06:51 ◼   ► e-books we just want to read the books [TS]

00:06:53 ◼   ► we don't really care about the farmer [TS]

00:06:54 ◼   ► and now the people who are in the [TS]

00:06:55 ◼   ► industry are like well this format has [TS]

00:06:56 ◼   ► advantages over that format and this [TS]

00:06:57 ◼   ► format is controlled by a single vendor [TS]

00:06:59 ◼   ► and this is controlled by a consortium [TS]

00:07:00 ◼   ► all that other business in in general I [TS]

00:07:03 ◼   ► think we also all agree that all other [TS]

00:07:06 ◼   ► things being equal [TS]

00:07:07 ◼   ► certainly the format that's not [TS]

00:07:09 ◼   ► controlled by a single party or small [TS]

00:07:10 ◼   ► number of parties is better [TS]

00:07:12 ◼   ► unfortunately all other things usually [TS]

00:07:14 ◼   ► aren't equal it's very often the case [TS]

00:07:16 ◼   ► that the proprietary formats have [TS]

00:07:18 ◼   ► technical advantages that the open ones [TS]

00:07:20 ◼   ► don't so I found one specific objection [TS]

00:07:27 ◼   ► to this so Frank Malinowski took [TS]

00:07:33 ◼   ► objected to my position that in cases [TS]

00:07:37 ◼   ► where there is an existing proprietary [TS]

00:07:39 ◼   ► format from the market leader that the [TS]

00:07:42 ◼   ► best strategy the most successful [TS]

00:07:44 ◼   ► strategy is for everybody else but the [TS]

00:07:46 ◼   ► market leader to rally behind an open [TS]

00:07:48 ◼   ► standard because of each of the people [TS]

00:07:50 ◼   ► who are not the market leader tried to [TS]

00:07:51 ◼   ► promote their own proprietary standard [TS]

00:07:53 ◼   ► that none of them will have enough [TS]

00:07:54 ◼   ► critical mass or weight or influence to [TS]

00:07:57 ◼   ► overcome the market leader even if their [TS]

00:07:58 ◼   ► format is better and I think example I [TS]

00:08:01 ◼   ► gave was when a Internet Explorer was [TS]

00:08:04 ◼   ► the dominant browser and it had all [TS]

00:08:05 ◼   ► these ie only extensions everyone else [TS]

00:08:08 ◼   ► didn't try to field their own specific [TS]

00:08:10 ◼   ► Apple and Netscape extensions you know [TS]

00:08:13 ◼   ► or whatever they said well it's rally [TS]

00:08:15 ◼   ► behind web standards and together all of [TS]

00:08:17 ◼   ► us vs. AE with vs. AE versus IE maybe we [TS]

00:08:21 ◼   ► can you know win that and slowly that [TS]

00:08:22 ◼   ► has taken place over ours it also helps [TS]

00:08:24 ◼   ► that my constant update is browser for a [TS]

00:08:26 ◼   ► long time so Frank says these two [TS]

00:08:29 ◼   ► problems with with this argument first [TS]

00:08:31 ◼   ► problem is that I only gave that one [TS]

00:08:32 ◼   ► example that just you know ie versus [TS]

00:08:34 ◼   ► standard space web things he said I can [TS]

00:08:37 ◼   ► provide plenty of examples where this [TS]

00:08:40 ◼   ► the same strategy was tried and it [TS]

00:08:42 ◼   ► wasn't successful and the exact some [TS]

00:08:43 ◼   ► examples he gives her Microsoft Office [TS]

00:08:45 ◼   ► vs. OpenOffice iTunes Music Store vs. [TS]

00:08:49 ◼   ► plays for sure [TS]

00:08:49 ◼   ► OGG Vorbis or anything else Adobe PDF is [TS]

00:08:53 ◼   ► anything else my photos [TS]

00:08:54 ◼   ► versus GIMP and this exchange versus [TS]

00:08:56 ◼   ► open stuff h.264 vs. WebM goes onto [TS]

00:09:03 ◼   ► other examples I don't think they're as [TS]

00:09:04 ◼   ► strong as his opening lens and you can [TS]

00:09:08 ◼   ► gives iOS versus Android apps makes his [TS]

00:09:10 ◼   ► example started stronger Imus off as a [TS]

00:09:13 ◼   ► result in office a better example so my [TS]

00:09:15 ◼   ► response to this is to say you know so [TS]

00:09:18 ◼   ► he listed some examples and I think by [TS]

00:09:20 ◼   ► the time you get to his last one like [TS]

00:09:21 ◼   ► iOS apps versus Android it's like well [TS]

00:09:23 ◼   ► and her it is more open than iOS but [TS]

00:09:25 ◼   ► really they're both controlled by single [TS]

00:09:26 ◼   ► parties it's not like you know an entire [TS]

00:09:29 ◼   ► industry rallying behind Android to [TS]

00:09:31 ◼   ► fight iOS it kind of is in terms of the [TS]

00:09:33 ◼   ► carrier's wanting something customized [TS]

00:09:34 ◼   ► and stuff but like you know truthfully [TS]

00:09:36 ◼   ► Google controls Andrew no one else has [TS]

00:09:39 ◼   ► the the capability of forking Android [TS]

00:09:42 ◼   ► and developing it at the same pace the [TS]

00:09:44 ◼   ► Google does because they don't have [TS]

00:09:45 ◼   ► enough engineers and they're not the [TS]

00:09:46 ◼   ► ones who wrote you know so many [TS]

00:09:49 ◼   ► responses there are many many many more [TS]

00:09:51 ◼   ► examples than the ones he gave of where [TS]

00:09:53 ◼   ► a dominant proprietary format was [TS]

00:09:55 ◼   ► challenged by other proprietary formats [TS]

00:09:57 ◼   ► and the other ones were not able to [TS]

00:09:58 ◼   ► unseat it that's the common case is that [TS]

00:10:00 ◼   ► you know to some proprietary form it's [TS]

00:10:02 ◼   ► going to win and everyone's got their [TS]

00:10:03 ◼   ► you know WordPerfect files or right now [TS]

00:10:05 ◼   ► files or nicest writer files none of [TS]

00:10:07 ◼   ► them could unseat doc docx which was [TS]

00:10:09 ◼   ► also proprietary you know they all those [TS]

00:10:11 ◼   ► other competitors to Microsoft Word in [TS]

00:10:13 ◼   ► the olden days when there were more than [TS]

00:10:15 ◼   ► right when there was more than one word [TS]

00:10:16 ◼   ► processor out there none of them could [TS]

00:10:18 ◼   ► unseat ms-office and they all have their [TS]

00:10:22 ◼   ► own proprietary file formats the only [TS]

00:10:25 ◼   ► chance you can have is if everyone [TS]

00:10:27 ◼   ► rallies behind an open format OpenOffice [TS]

00:10:29 ◼   ► has not been successful to defeat [TS]

00:10:30 ◼   ► Microsoft Office mostly because I think [TS]

00:10:32 ◼   ► office suites are not that interesting [TS]

00:10:34 ◼   ► interesting or important anymore [TS]

00:10:36 ◼   ► and Microsoft's office is good enough [TS]

00:10:38 ◼   ► and is the standard so there's not a lot [TS]

00:10:39 ◼   ► of excitement around OpenOffice but uh [TS]

00:10:42 ◼   ► file you know the the pressure to go [TS]

00:10:45 ◼   ► open his for Microsoft to try to have a [TS]

00:10:47 ◼   ► more open file formal with the docx [TS]

00:10:48 ◼   ► business and we have things like PDF [TS]

00:10:50 ◼   ► that are not still controlled by a [TS]

00:10:52 ◼   ► single company but are also kind of open [TS]

00:10:54 ◼   ► standards that anyone can implement [TS]

00:10:55 ◼   ► unlike dot docx which she you know [TS]

00:10:57 ◼   ► anyone not anyone can implement even [TS]

00:10:59 ◼   ► though there's supposedly a kind of a [TS]

00:11:01 ◼   ► spec it's like you know you can't that [TS]

00:11:03 ◼   ► that file format is still controlled by [TS]

00:11:05 ◼   ► Microsoft and although Apple can try to [TS]

00:11:07 ◼   ► read [TS]

00:11:08 ◼   ► documents that can't read them all and [TS]

00:11:09 ◼   ► can't read them all well some more [TS]

00:11:11 ◼   ► examples of where you know I just gave [TS]

00:11:15 ◼   ► the one example of open versus closed [TS]

00:11:16 ◼   ► some more examples are like a tcp/ip [TS]

00:11:19 ◼   ► versus like Apple talk or NetBIOS or [TS]

00:11:21 ◼   ► whatever or the internet versus AOL [TS]

00:11:24 ◼   ► aware a well as people don't remember [TS]

00:11:26 ◼   ► this pea was massively dominant but we [TS]

00:11:29 ◼   ► all kind of knew that it's you know AOL [TS]

00:11:31 ◼   ► the biggest internet provider in the [TS]

00:11:33 ◼   ► entire United States versus everybody [TS]

00:11:35 ◼   ► else was behind the internet so alo is [TS]

00:11:37 ◼   ► one big rich company with lots of power [TS]

00:11:38 ◼   ► and everyone else rallied behind the [TS]

00:11:40 ◼   ► internet as opposed to everyone else [TS]

00:11:41 ◼   ► rallying behind geni or a world or [TS]

00:11:43 ◼   ► knocking names on other ones like all [TS]

00:11:47 ◼   ► those other proprietary things now the [TS]

00:11:49 ◼   ► only way you can unseat a big [TS]

00:11:50 ◼   ► proprietary leader is to get everybody [TS]

00:11:52 ◼   ► behind something that's not controlled [TS]

00:11:53 ◼   ► but by one party so in the chatroom was [TS]

00:11:56 ◼   ► saying what Al was dominant yes yes it [TS]

00:11:59 ◼   ► was dominant it used to be that event [TS]

00:12:02 ◼   ► you know a few nerds had internet access [TS]

00:12:04 ◼   ► and then if anybody else you knew who [TS]

00:12:06 ◼   ► wasn't intending to access that away Oh [TS]

00:12:07 ◼   ► al those were dark days indeed but they [TS]

00:12:09 ◼   ► it happened and tcp/ip was nothing so [TS]

00:12:13 ◼   ► it's not as good as these other [TS]

00:12:14 ◼   ► proprietary standards not as good as [TS]

00:12:16 ◼   ► Novell NetWare it's not as good as Apple [TS]

00:12:17 ◼   ► talk for this particular reason it you [TS]

00:12:19 ◼   ► know it doesn't matter the open standard [TS]

00:12:21 ◼   ► eventually unseeded whatever was the [TS]

00:12:23 ◼   ► dominant proprietary standard sometimes [TS]

00:12:25 ◼   ► there wasn't a single dominant pariah [TS]

00:12:27 ◼   ► Terry standard so it's easier for the [TS]

00:12:28 ◼   ► open one to sweep through but you know [TS]

00:12:30 ◼   ► in cases like AOL where it really was [TS]

00:12:31 ◼   ► one big dog in the world of Internet [TS]

00:12:33 ◼   ► service provider the internet just you [TS]

00:12:35 ◼   ► know everyone else beyond the internet [TS]

00:12:37 ◼   ► came and took it away and the second [TS]

00:12:40 ◼   ► mistake frank says I made this to the [TS]

00:12:42 ◼   ► lumpa textbooks in with general books [TS]

00:12:44 ◼   ► it's and I will get to that in a future [TS]

00:12:46 ◼   ► pointer I think he's more right on that [TS]

00:12:48 ◼   ► than he was in the first point so Gruber [TS]

00:12:51 ◼   ► had some more articles when he was [TS]

00:12:52 ◼   ► arguing back and forth with various [TS]

00:12:55 ◼   ► people on the web about the file format [TS]

00:12:58 ◼   ► and the issues involved in it and one of [TS]

00:13:05 ◼   ► the conclusions of one of Gruber's posts [TS]

00:13:07 ◼   ► were is responding to I wish I don't [TS]

00:13:08 ◼   ► respond to I should have this link open [TS]

00:13:10 ◼   ► this is quoting from Gruber II says [TS]

00:13:12 ◼   ► apples not in this game to reduce the [TS]

00:13:14 ◼   ► cross platform burdens of the publishing [TS]

00:13:15 ◼   ► industry if the publishing industry [TS]

00:13:17 ◼   ► wants to reduce the number of formats it [TS]

00:13:18 ◼   ► supports and the hassles of converting [TS]

00:13:20 ◼   ► from one form to another [TS]

00:13:21 ◼   ► bitch would be to go exclusively to the [TS]

00:13:23 ◼   ► iBookstore remember that post I have it [TS]

00:13:25 ◼   ► on the show again so this is something [TS]

00:13:30 ◼   ► that was brought up another podcast I [TS]

00:13:31 ◼   ► listened to that I think is true a lot [TS]

00:13:34 ◼   ► of people confuse someone explaining [TS]

00:13:36 ◼   ► Apple's position to someone supporting [TS]

00:13:38 ◼   ► Apple's position and it's like you know [TS]

00:13:41 ◼   ► if you can if you can explain something [TS]

00:13:43 ◼   ► from the perspective of app well it's [TS]

00:13:45 ◼   ► like well you would never written that [TS]

00:13:47 ◼   ► if you didn't agree with it even if you [TS]

00:13:48 ◼   ► not even if you're clearly saying Apple [TS]

00:13:50 ◼   ► is doing this because not I think Apple [TS]

00:13:53 ◼   ► is right to do this because you know [TS]

00:13:55 ◼   ► what I mean yeah and for people who [TS]

00:13:58 ◼   ► follow Apple and understand Apple it's [TS]

00:14:00 ◼   ► frustrating to us that other people [TS]

00:14:02 ◼   ► don't understand apples well we want to [TS]

00:14:03 ◼   ► explain though so this is why Apple is [TS]

00:14:04 ◼   ► doing this as soon as you write that [TS]

00:14:06 ◼   ► they go oh you know everything you wrote [TS]

00:14:08 ◼   ► that you must support I'm just [TS]

00:14:09 ◼   ► explaining to you what what happens [TS]

00:14:10 ◼   ► reasoning is you know what I mean [TS]

00:14:11 ◼   ► now you can also mix that with [TS]

00:14:14 ◼   ► disagreement or agreement but the just [TS]

00:14:17 ◼   ► the explanation of the strategy doesn't [TS]

00:14:18 ◼   ► really imply one of the one or the other [TS]

00:14:20 ◼   ► and reading that reminded me of an [TS]

00:14:22 ◼   ► article I wrote back in April for our [TS]

00:14:26 ◼   ► stack they're called apples wager and it [TS]

00:14:29 ◼   ► was about it there was a me explaining [TS]

00:14:32 ◼   ► what I think Apple is doing and then at [TS]

00:14:34 ◼   ► the end I did offer my pain and said [TS]

00:14:36 ◼   ► what you know this strategy has some [TS]

00:14:40 ◼   ► potential downsides and this was about [TS]

00:14:43 ◼   ► getting developers to develop for iOS [TS]

00:14:45 ◼   ► and you know that I was stuff app store [TS]

00:14:49 ◼   ► or locking developers into a single [TS]

00:14:51 ◼   ► platform of her distribution and [TS]

00:14:53 ◼   ► applying all these rules of them and [TS]

00:14:54 ◼   ► stuff like that [TS]

00:14:55 ◼   ► and here's a quote from that article is [TS]

00:14:57 ◼   ► anything that has a chance of slowing [TS]

00:14:59 ◼   ► down the progress of the platform simply [TS]

00:15:01 ◼   ► has to go and the best way Apple knows [TS]

00:15:02 ◼   ► to ensure that the platform progresses [TS]

00:15:04 ◼   ► is by controlling its own destiny in [TS]

00:15:05 ◼   ► every way that it's can that it can this [TS]

00:15:08 ◼   ► is a general statement about Apple that [TS]

00:15:10 ◼   ► could apply to anything it was [TS]

00:15:11 ◼   ► specifically talking about then you know [TS]

00:15:14 ◼   ► why does Apple exert such control over [TS]

00:15:16 ◼   ► its development platform they even [TS]

00:15:18 ◼   ► though it pisses off developers you know [TS]

00:15:19 ◼   ► developer tater why would they do that [TS]

00:15:21 ◼   ► it's because Apple wants to advance and [TS]

00:15:25 ◼   ► stay ahead and it wants to be you know [TS]

00:15:27 ◼   ► it wants to make sure its platform stays [TS]

00:15:29 ◼   ► ahead of its competitors and it wants to [TS]

00:15:30 ◼   ► change rapidly an apples big thing in [TS]

00:15:33 ◼   ► recent decades has been [TS]

00:15:35 ◼   ► the fastest way we can make progress is [TS]

00:15:37 ◼   ► by making sure we control our own [TS]

00:15:38 ◼   ► destiny in every possible way that's so [TS]

00:15:40 ◼   ► we need the power to to change to [TS]

00:15:42 ◼   ► enforce to make you know to bend things [TS]

00:15:45 ◼   ► to our will without having to go through [TS]

00:15:48 ◼   ► committees or processes or a negotiation [TS]

00:15:50 ◼   ► with the community nor anything like [TS]

00:15:51 ◼   ► that because the most important thing [TS]

00:15:52 ◼   ► and this is why I was called apples [TS]

00:15:54 ◼   ► wager they were betting that the most [TS]

00:15:55 ◼   ► important thing is to advance their [TS]

00:15:56 ◼   ► platform quickly quickly quickly [TS]

00:15:58 ◼   ► even if along the way you're pissing [TS]

00:15:59 ◼   ► people off because that's just that's [TS]

00:16:02 ◼   ► just the cost of progress and it's a bet [TS]

00:16:03 ◼   ► that's saying we're going to piss people [TS]

00:16:05 ◼   ► off like crazy but we're doing that [TS]

00:16:07 ◼   ► because we think we really need to have [TS]

00:16:09 ◼   ► control and that's the way we're going [TS]

00:16:10 ◼   ► to win in the end and it's a risky wager [TS]

00:16:12 ◼   ► as I say and the end of the article [TS]

00:16:14 ◼   ► because it's very easy to think [TS]

00:16:16 ◼   ► everything's going along swimmingly [TS]

00:16:17 ◼   ► right up to the point where everyone [TS]

00:16:19 ◼   ► freaks out revolts on so Apple has been [TS]

00:16:22 ◼   ► balancing that pretty well but this is [TS]

00:16:25 ◼   ► very similar with the ebooks thing you [TS]

00:16:26 ◼   ► know the best way it knows to ensure [TS]

00:16:28 ◼   ► platform progress is by controlling its [TS]

00:16:30 ◼   ► own destiny in every way that it can [TS]

00:16:31 ◼   ► well it's doing the same thing in the [TS]

00:16:33 ◼   ► e-book market it's got it wants to you [TS]

00:16:36 ◼   ► know as Gruber said if you know if you [TS]

00:16:39 ◼   ► and the public change do you think you [TS]

00:16:40 ◼   ► know it's too annoying for you to [TS]

00:16:41 ◼   ► support multiple formats just do [TS]

00:16:42 ◼   ► everything on the iBook store it's the [TS]

00:16:44 ◼   ► same thing with iOS you want to do it [TS]

00:16:45 ◼   ► make a cross-platform app using flash [TS]

00:16:47 ◼   ► you know so you can develop one mobile [TS]

00:16:49 ◼   ► app and deploy on all the mobile [TS]

00:16:50 ◼   ► platforms no tough luck you can't do [TS]

00:16:52 ◼   ► that yeah we're making you do a totally [TS]

00:16:54 ◼   ► separate native application for iOS if [TS]

00:16:57 ◼   ► you just want to support for one [TS]

00:16:58 ◼   ► platform just develop for iOS like [TS]

00:16:59 ◼   ► that's does not sound familiar that's [TS]

00:17:01 ◼   ► that's you could replace iBook star with [TS]

00:17:03 ◼   ► iOS in that conclusion the grouper head [TS]

00:17:05 ◼   ► would be exactly the same thing it's not [TS]

00:17:07 ◼   ► our it's not our problem that you have [TS]

00:17:08 ◼   ► to support 10 different mobile platforms [TS]

00:17:10 ◼   ► if you just want to support one we want [TS]

00:17:12 ◼   ► to make it so ours is the only one you [TS]

00:17:13 ◼   ► have to support if you don't like it you [TS]

00:17:15 ◼   ► know well that's your promise not our [TS]

00:17:17 ◼   ► problem where we are advancing our [TS]

00:17:18 ◼   ► platform we have demands this is the way [TS]

00:17:20 ◼   ► things have to be and I think I talked [TS]

00:17:26 ◼   ► about that in the last show I don't [TS]

00:17:29 ◼   ► think I think their position is much [TS]

00:17:31 ◼   ► stronger in iOS than it isn't in the the [TS]

00:17:35 ◼   ► e-book business and I mean like that [TS]

00:17:38 ◼   ► they're much more able to say you just [TS]

00:17:40 ◼   ► want to make one mobile app that web app [TS]

00:17:42 ◼   ► fine make it for iOS because they can [TS]

00:17:43 ◼   ► say well iOS is where you make all the [TS]

00:17:46 ◼   ► money and iOS customers [TS]

00:17:48 ◼   ► than Android customers because they [TS]

00:17:49 ◼   ► spend more like you know we have a huge [TS]

00:17:51 ◼   ► installed base we can make you lots of [TS]

00:17:53 ◼   ► money this is even if it's not going to [TS]

00:17:55 ◼   ► be the only platform you support it [TS]

00:17:57 ◼   ► should be the first for these very [TS]

00:17:58 ◼   ► concrete reasons whereas in you know [TS]

00:18:00 ◼   ► ebooks that's not you can't make that [TS]

00:18:02 ◼   ► pitch as well you can say hey you should [TS]

00:18:03 ◼   ► only distribute your ebook for the iBook [TS]

00:18:05 ◼   ► store because we sell the most books [TS]

00:18:08 ◼   ► while they don't well because people [TS]

00:18:09 ◼   ► make the most money something through us [TS]

00:18:10 ◼   ► I don't think they do because I think [TS]

00:18:11 ◼   ► this is a volume business and Amazon has [TS]

00:18:13 ◼   ► matched their rates you know they're not [TS]

00:18:14 ◼   ► the market leader there let's see I [TS]

00:18:18 ◼   ► think I have some stuff out of order [TS]

00:18:20 ◼   ► here um you want a minute to to research [TS]

00:18:24 ◼   ► it I can do our first sponsor that's a [TS]

00:18:27 ◼   ► good idea [TS]

00:18:27 ◼   ► my node these are these guys my note I [TS]

00:18:30 ◼   ► got to get to this app if you're not [TS]

00:18:32 ◼   ► using it and it's an intuitive mind map [TS]

00:18:34 ◼   ► you would love that all this is so you [TS]

00:18:36 ◼   ► this is perfect for you it's an [TS]

00:18:39 ◼   ► intuitive mind mapping tool for Mac and [TS]

00:18:41 ◼   ► for iOS so whether you're you're [TS]

00:18:44 ◼   ► brainstorming for your next project [TS]

00:18:45 ◼   ► you're organizing your show notes for [TS]

00:18:47 ◼   ► hypercritical you're organizing your [TS]

00:18:49 ◼   ► life you're planning your vacation [TS]

00:18:51 ◼   ► something you never do because you don't [TS]

00:18:53 ◼   ► you don't go on vacation but other [TS]

00:18:54 ◼   ► people do this isn't my note is what you [TS]

00:18:57 ◼   ► want to try here lets you collect [TS]

00:18:58 ◼   ► structure and expand your ideas it has a [TS]

00:19:02 ◼   ► built in Dropbox sinking it has built-in [TS]

00:19:05 ◼   ► Wi-Fi sharing your biggest ideas they [TS]

00:19:08 ◼   ► can go anywhere your iPhone goes or in [TS]

00:19:11 ◼   ► your case your iPod touch I still think [TS]

00:19:14 ◼   ► of it like the mind note easy mind [TS]

00:19:16 ◼   ► mapping it's for Mac it's for iPad it's [TS]

00:19:18 ◼   ► for iPhone you go to mind know.com and [TS]

00:19:22 ◼   ► that's that's where everything is so [TS]

00:19:24 ◼   ► please go there please check it out [TS]

00:19:25 ◼   ► great sponsor and these guys are just [TS]

00:19:28 ◼   ► great it's a good really just the best [TS]

00:19:30 ◼   ► app go check it out my note com use this [TS]

00:19:33 ◼   ► John I do not but I should check it out [TS]

00:19:35 ◼   ► check it hurt anything that has mined in [TS]

00:19:39 ◼   ► the title I immediately think it's some [TS]

00:19:41 ◼   ► sort of thing from Star Trek it's going [TS]

00:19:45 ◼   ► to do a mind-meld with me gonna augment [TS]

00:19:49 ◼   ► my mind [TS]

00:19:49 ◼   ► Vulcan Vulcan mind-meld well I had [TS]

00:19:54 ◼   ► things all out of water on these things [TS]

00:19:56 ◼   ► alright one one individual note here [TS]

00:19:58 ◼   ► from McKay Thomas I hope it's really I [TS]

00:20:01 ◼   ► really hope it's not Thomas we [TS]

00:20:02 ◼   ► okay I think a Thomas it's a nice a nice [TS]

00:20:06 ◼   ► blog post he wrote called high schools [TS]

00:20:08 ◼   ► are step one of two and he's what he [TS]

00:20:10 ◼   ► thinks of Apple strategy is that they [TS]

00:20:14 ◼   ► understand the the entrenched power [TS]

00:20:18 ◼   ► infrastructure surrounding university [TS]

00:20:20 ◼   ► bookstores and selling books to colleges [TS]

00:20:22 ◼   ► like there are people there who are [TS]

00:20:24 ◼   ► making a lot of money who really don't [TS]

00:20:26 ◼   ► want someone else coming in and taking [TS]

00:20:28 ◼   ► any of that money and there's a much [TS]

00:20:31 ◼   ► lower barrier to entry in terms of [TS]

00:20:33 ◼   ► entrenched commercial interest anyway [TS]

00:20:35 ◼   ► although perhaps not government [TS]

00:20:36 ◼   ► regulation for getting it to high [TS]

00:20:38 ◼   ► schools because high schools you know at [TS]

00:20:41 ◼   ► the very least high schools are always [TS]

00:20:42 ◼   ► much more cash-strapped than [TS]

00:20:43 ◼   ► universities public high schools we're [TS]

00:20:45 ◼   ► talking about here and so they can say [TS]

00:20:49 ◼   ► we're here to help we can get you [TS]

00:20:52 ◼   ► something cheaper we can make we can [TS]

00:20:54 ◼   ► make it your school look better because [TS]

00:20:56 ◼   ► it'll be a high-tech and wizzy and we'll [TS]

00:20:58 ◼   ► save you money on textbooks and that's [TS]

00:21:00 ◼   ► that's a good pitch and the argument in [TS]

00:21:03 ◼   ► this article is that a great part of the [TS]

00:21:06 ◼   ► strategy is that you get the kids when [TS]

00:21:07 ◼   ► they're young you get them used to the [TS]

00:21:09 ◼   ► idea that oh I was in high school we got [TS]

00:21:11 ◼   ► all our textbooks on the iPad and they [TS]

00:21:14 ◼   ► were cool and Howell's neat stuff in it [TS]

00:21:15 ◼   ► and I'm used to it and then I go to [TS]

00:21:17 ◼   ► college and I have to go to this [TS]

00:21:17 ◼   ► bookstore and pay 500 bucks at the [TS]

00:21:19 ◼   ► beginning of every semester for these [TS]

00:21:21 ◼   ► gigantic tomes or I got to buy used ones [TS]

00:21:23 ◼   ► that are all written in and beat up I [TS]

00:21:24 ◼   ► mean that that would be a big drop-off [TS]

00:21:27 ◼   ► from the experience from their high [TS]

00:21:29 ◼   ► school experience going to college you [TS]

00:21:30 ◼   ► know I mean versus the current [TS]

00:21:32 ◼   ► experiences of all our experiences when [TS]

00:21:34 ◼   ► we were kids probably is you go to high [TS]

00:21:36 ◼   ► school and maybe if you're lucky you get [TS]

00:21:38 ◼   ► newish textbooks but usually they're [TS]

00:21:39 ◼   ► used textbooks and people have written [TS]

00:21:40 ◼   ► it and stuff and you're given them as [TS]

00:21:42 ◼   ► beginning of the year and you got to lug [TS]

00:21:43 ◼   ► them around to put them in your locker [TS]

00:21:44 ◼   ► and then you give them back at the end [TS]

00:21:45 ◼   ► of the year and then you go to college [TS]

00:21:46 ◼   ► and it's like how you go to the fancy [TS]

00:21:47 ◼   ► university bookstore and you can get [TS]

00:21:49 ◼   ► brand new books really cause they're [TS]

00:21:50 ◼   ► really expensive but they're filled with [TS]

00:21:51 ◼   ► all the super advanced you know [TS]

00:21:53 ◼   ► interesting knowledge it if it's not a [TS]

00:21:56 ◼   ► step up and at the very least it's a [TS]

00:21:57 ◼   ► lateral move but if you spend your [TS]

00:21:59 ◼   ► entire high school career getting your [TS]

00:22:01 ◼   ► curriculum through an iPad going to a [TS]

00:22:04 ◼   ► college like that it's going to look bad [TS]

00:22:05 ◼   ► and suddenly the incoming freshman at [TS]

00:22:08 ◼   ► colleges are going to start looking on [TS]

00:22:10 ◼   ► universities and saying well I give this [TS]

00:22:12 ◼   ► one a demerit because they use the [TS]

00:22:14 ◼   ► stupid old book system that [TS]

00:22:16 ◼   ► understand and they don't know or care [TS]

00:22:18 ◼   ► who makes the money off university [TS]

00:22:19 ◼   ► textbooks all they know is that it was [TS]

00:22:21 ◼   ► cooler in high school and so colleges [TS]

00:22:23 ◼   ► will figure out well if we want to [TS]

00:22:25 ◼   ► attract more incoming freshmen we should [TS]

00:22:27 ◼   ► think about giving them what they expect [TS]

00:22:28 ◼   ► in terms of you know electronic [TS]

00:22:30 ◼   ► curriculum and we don't want to look [TS]

00:22:32 ◼   ► worse than what they did high school [TS]

00:22:34 ◼   ► this is kind of this reminded me kind of [TS]

00:22:36 ◼   ► a B I don't know if it was a conscious [TS]

00:22:38 ◼   ► strategy but an effective strategy of [TS]

00:22:40 ◼   ► making c-level executives want to own [TS]

00:22:43 ◼   ► iPhones even if they weren't allowed in [TS]

00:22:46 ◼   ► the business because the IT people had [TS]

00:22:47 ◼   ► it all locked down to blackberry and [TS]

00:22:49 ◼   ► stuff like that yeah but the execs will [TS]

00:22:51 ◼   ► buy iPhones and say I don't care I'm [TS]

00:22:53 ◼   ► your boss let this fall in the network [TS]

00:22:55 ◼   ► letting it work they can figure it out [TS]

00:22:56 ◼   ► yeah and it's like a backdoor in because [TS]

00:22:58 ◼   ► they didn't want it one way to come out [TS]

00:23:00 ◼   ► it would be like to go to the IT people [TS]

00:23:01 ◼   ► and say I know you love blackberry but [TS]

00:23:03 ◼   ► what can we do to help you consider [TS]

00:23:05 ◼   ► deploying iPhones and so well it's got a [TS]

00:23:07 ◼   ► physical keyboard and gotta do this it's [TS]

00:23:09 ◼   ► got to be that man you know they did [TS]

00:23:10 ◼   ► address those needs with not a physical [TS]

00:23:12 ◼   ► keyboard but like the remote wipe and [TS]

00:23:14 ◼   ► the exchange support like they did that [TS]

00:23:15 ◼   ► but the other strategy probably work [TS]

00:23:18 ◼   ► just as well if not better I'm just [TS]

00:23:19 ◼   ► making a phone that everybody wants [TS]

00:23:21 ◼   ► especially you know people with a lot of [TS]

00:23:23 ◼   ► money wouldn't you know launch at six [TS]

00:23:25 ◼   ► hundred bucks or whatever it's a fancy [TS]

00:23:27 ◼   ► luxury item and once those guys get it [TS]

00:23:30 ◼   ► it kind of trickles down well this is [TS]

00:23:31 ◼   ► kind of like a trickle up get them get [TS]

00:23:32 ◼   ► them all they're young and this is like [TS]

00:23:34 ◼   ► the backdoor into getting into [TS]

00:23:35 ◼   ► universities just like giving the execs [TS]

00:23:38 ◼   ► was the back door getting into the [TS]

00:23:39 ◼   ► enterprise with the iPhone and speaking [TS]

00:23:43 ◼   ► of strategy a couple people brought this [TS]

00:23:45 ◼   ► up and I had it in my oats for last show [TS]

00:23:47 ◼   ► and somehow missed it probably because [TS]

00:23:49 ◼   ► it was just a single line item and I [TS]

00:23:50 ◼   ► have too many damn notes I wrote an [TS]

00:23:52 ◼   ► article last year called the Apple [TS]

00:23:55 ◼   ► strategy tax and this was a sort of a [TS]

00:23:58 ◼   ► specific case of the general idea of a [TS]

00:23:59 ◼   ► strategy tax which I first read about [TS]

00:24:01 ◼   ► from Joel Spolsky [TS]

00:24:03 ◼   ► the idea is that a strategy tax is when [TS]

00:24:06 ◼   ► a company that does lots of things can't [TS]

00:24:09 ◼   ► do one thing that it's doing as well as [TS]

00:24:12 ◼   ► it could possibly do it because doing [TS]

00:24:14 ◼   ► that one thing really well would hurt [TS]

00:24:16 ◼   ► some other part of its business I think [TS]

00:24:19 ◼   ► one of the examples again it was like [TS]

00:24:21 ◼   ► when Internet Explorer was getting rich [TS]

00:24:25 ◼   ► text editing capabilities like all you [TS]

00:24:27 ◼   ► have you have a text box in a web [TS]

00:24:28 ◼   ► browser [TS]

00:24:28 ◼   ► but we don't want to make the text box [TS]

00:24:30 ◼   ► too powerful because then it's they were [TS]

00:24:32 ◼   ► so afraid that the web would like [TS]

00:24:33 ◼   ► replace Microsoft Word you know sort of [TS]

00:24:35 ◼   ► like a Google Docs I think so the [TS]

00:24:37 ◼   ► strategy text there was you'd said telly [TS]

00:24:39 ◼   ► I 18 don't don't spend too much time [TS]

00:24:41 ◼   ► making the rich text editing [TS]

00:24:42 ◼   ► capabilities of ie super awesome I mean [TS]

00:24:45 ◼   ► you can make them good but don't make [TS]

00:24:46 ◼   ► them too good this I don't know this [TS]

00:24:49 ◼   ► actually happened this is just an [TS]

00:24:50 ◼   ► example of like what what would examples [TS]

00:24:51 ◼   ► like a conflict of interest across the [TS]

00:24:53 ◼   ► organization where you're you're [TS]

00:24:54 ◼   ► fighting with one hand tied behind your [TS]

00:24:55 ◼   ► back with you so afraid of hurting some [TS]

00:24:57 ◼   ► other part of your business and this [TS]

00:25:01 ◼   ► comes up because iBooks Author [TS]

00:25:03 ◼   ► conceit you could you could look at if [TS]

00:25:05 ◼   ► you look at a certain way is another [TS]

00:25:07 ◼   ► victim of strategy tax because if the [TS]

00:25:11 ◼   ► iBooks Author team it really depends on [TS]

00:25:13 ◼   ► what their goal was like this gets into [TS]

00:25:14 ◼   ► semantics but if you were to assume that [TS]

00:25:16 ◼   ► the iBooks Author team their goal was to [TS]

00:25:18 ◼   ► make an awesome electronic publishing [TS]

00:25:20 ◼   ► editing application and Apple didn't [TS]

00:25:25 ◼   ► sell books and Apple didn't have any you [TS]

00:25:26 ◼   ► know sort of a vested interest in their [TS]

00:25:28 ◼   ► like say they were an independent [TS]

00:25:29 ◼   ► company you would think that they would [TS]

00:25:32 ◼   ► make an application they would they [TS]

00:25:33 ◼   ► would be more of a recognition of the [TS]

00:25:35 ◼   ► market as it exists you know where [TS]

00:25:38 ◼   ► Amazon Kindle is the the dominant [TS]

00:25:41 ◼   ► platform they have prior Terry format [TS]

00:25:43 ◼   ► and you can kind of target that and then [TS]

00:25:44 ◼   ► there's epub which is the open standard [TS]

00:25:46 ◼   ► right instead iBooks Author is 100% [TS]

00:25:49 ◼   ► focused on Apple Store making stuff that [TS]

00:25:52 ◼   ► can only be sold an Apple Store an Apple [TS]

00:25:54 ◼   ► special format and it doesn't look like [TS]

00:25:58 ◼   ► the application that would have been [TS]

00:25:59 ◼   ► made by an independent party and [TS]

00:26:01 ◼   ► strategy tax is that don't do anything [TS]

00:26:04 ◼   ► that strengthens our competitors because [TS]

00:26:05 ◼   ► we have a book store and if you make an [TS]

00:26:07 ◼   ► application it makes it really easy to [TS]

00:26:09 ◼   ► put things in the Kindle book store that [TS]

00:26:10 ◼   ► doesn't help us like you're hurting us [TS]

00:26:11 ◼   ► there don't we we have a vested interest [TS]

00:26:14 ◼   ► we have we have our own store and you [TS]

00:26:16 ◼   ► can't just make a generic application [TS]

00:26:18 ◼   ► now like I said that's kind of cement [TS]

00:26:20 ◼   ► because you can say well maybe the teams [TS]

00:26:22 ◼   ► that wasn't the team's goal the team [TS]

00:26:24 ◼   ► goal was not to make a generic you know [TS]

00:26:25 ◼   ► as Gruber saying the team's goal was [TS]

00:26:27 ◼   ► admit to make a really great application [TS]

00:26:30 ◼   ► to make it easier to target our store so [TS]

00:26:31 ◼   ► maybe in fact the entire purpose of the [TS]

00:26:34 ◼   ► iBooks Author application was as an [TS]

00:26:36 ◼   ► adjunct to the iBook store strategy and [TS]

00:26:39 ◼   ► not an independent application but [TS]

00:26:40 ◼   ► clearly there's [TS]

00:26:42 ◼   ► the oh I filled as a strategy tax [TS]

00:26:45 ◼   ► because there's something preventing [TS]

00:26:46 ◼   ► Apple from making an application that a [TS]

00:26:48 ◼   ► lot of people would want and that thing [TS]

00:26:50 ◼   ► is a vested interest in something [TS]

00:26:53 ◼   ► different you know what I mean [TS]

00:26:55 ◼   ► a vested interest in something different [TS]

00:27:00 ◼   ► yeah like because it if they were just [TS]

00:27:02 ◼   ► saying people you know a electronic book [TS]

00:27:05 ◼   ► editing application people want that [TS]

00:27:07 ◼   ► let's make it they said no no no we [TS]

00:27:08 ◼   ► think goal in mind yeah we have a store [TS]

00:27:11 ◼   ► we have to support our store you know [TS]

00:27:13 ◼   ► we're not out to solve the customers [TS]

00:27:14 ◼   ► problem the customer customers going to [TS]

00:27:16 ◼   ► say their problem is it's such a pain to [TS]

00:27:18 ◼   ► electronically publish stuff oh we don't [TS]

00:27:21 ◼   ► you know Apple says well that's not the [TS]

00:27:23 ◼   ► problem we're interested in solving our [TS]

00:27:24 ◼   ► problem is the iBookstore isn't selling [TS]

00:27:26 ◼   ► ten times more books in amazon so how do [TS]

00:27:29 ◼   ► we solve that problem and that's not a [TS]

00:27:30 ◼   ► customer problem that's an apple problem [TS]

00:27:32 ◼   ► you know what I mean and when a company [TS]

00:27:34 ◼   ► is solving its own problem it's harder [TS]

00:27:36 ◼   ► to pitch customers on why that's such an [TS]

00:27:38 ◼   ► awesome thing when they've got existing [TS]

00:27:40 ◼   ► problem they want salt now again Apple [TS]

00:27:42 ◼   ► thinks that this is the best strategy [TS]

00:27:44 ◼   ► similarly as always buy OS where Apple [TS]

00:27:46 ◼   ► was saying we need we need a total [TS]

00:27:47 ◼   ► control and if it's a big problem for [TS]

00:27:48 ◼   ► you developers tough luck because we [TS]

00:27:50 ◼   ► think in the end if we do this our [TS]

00:27:53 ◼   ► platform will be so much more successful [TS]

00:27:54 ◼   ► and customers will love it so much more [TS]

00:27:56 ◼   ► that's eventually good for you that our [TS]

00:27:59 ◼   ► customers will spend money that will [TS]

00:28:00 ◼   ► grow the base that will send sell tons [TS]

00:28:01 ◼   ► of iPhones so just just hang on [TS]

00:28:03 ◼   ► developers I know it kind of sucks for [TS]

00:28:04 ◼   ► you and it's annoying but when the [TS]

00:28:06 ◼   ► checks come at the end of the month or [TS]

00:28:07 ◼   ► quarter or over Apple pays you'll be [TS]

00:28:09 ◼   ► happy about it but in the iBooks Author [TS]

00:28:11 ◼   ► case maybe they're trying that same [TS]

00:28:14 ◼   ► strategy but I don't know I don't I [TS]

00:28:17 ◼   ► don't think their position is strong I [TS]

00:28:19 ◼   ► think you mentioned it when you're [TS]

00:28:21 ◼   ► talking about this on the talk show one [TS]

00:28:23 ◼   ► of the reasons that we think people [TS]

00:28:25 ◼   ► might people tend to prefer the Kindle [TS]

00:28:27 ◼   ► format is because you can read it [TS]

00:28:29 ◼   ► anywhere I don't know any device that [TS]

00:28:33 ◼   ► you have any device that you have you [TS]

00:28:35 ◼   ► can pretty much get the Kindle app for [TS]

00:28:37 ◼   ► Mac iPhone Kindle obviously yeah and and [TS]

00:28:42 ◼   ► they an Amazon introduced the Kindle [TS]

00:28:44 ◼   ► Fire which is a tablet but what they [TS]

00:28:46 ◼   ► didn't do was say well now that we've [TS]

00:28:47 ◼   ► got the Kindle Fire you can't read [TS]

00:28:48 ◼   ► Kindle books on the iPad right and that [TS]

00:28:51 ◼   ► people were talking about that like GG's [TS]

00:28:53 ◼   ► when Amazon comes out with this Kindle [TS]

00:28:55 ◼   ► Fire thing that's some [TS]

00:28:56 ◼   ► like an iPad are they going to still let [TS]

00:28:57 ◼   ► the Kindle app be on the iPad so far [TS]

00:28:59 ◼   ► looks like they are maybe that will [TS]

00:29:03 ◼   ► change someday but I don't seems to be [TS]

00:29:05 ◼   ► integral to it's kind of like Netflix [TS]

00:29:08 ◼   ► dragging Netflix is on everything you [TS]

00:29:10 ◼   ► buy a set of speakers for your computer [TS]

00:29:11 ◼   ► they probably constrain Netflix right [TS]

00:29:13 ◼   ► they'd clear you know everything to [TS]

00:29:15 ◼   ► stream Netflix and Amazon is said do you [TS]

00:29:17 ◼   ► have a device that conceivably read [TS]

00:29:18 ◼   ► Kindle books we'll put some app on maybe [TS]

00:29:20 ◼   ► it's a crappy app like the Kindle reader [TS]

00:29:22 ◼   ► for the Mac is not a great application [TS]

00:29:23 ◼   ► but you can read them on your Mac you [TS]

00:29:25 ◼   ► can read them on your PC you can read [TS]

00:29:26 ◼   ► them on all the Kindles you can read [TS]

00:29:27 ◼   ► them on the iPad I'm assuming those [TS]

00:29:29 ◼   ► Android versions of these things - they [TS]

00:29:31 ◼   ► just want people to be able to read [TS]

00:29:33 ◼   ► their stuff that's a very different [TS]

00:29:35 ◼   ► strategy than Apple's um so what what [TS]

00:29:41 ◼   ► might I have missed in my pessimistic [TS]

00:29:43 ◼   ► assessment of iBooks Author [TS]

00:29:47 ◼   ► I think the biggest thing that many [TS]

00:29:49 ◼   ► people pointed out and I think they're [TS]

00:29:50 ◼   ► right is that when I was speaking of the [TS]

00:29:53 ◼   ► whole idea that if you're not the market [TS]

00:29:55 ◼   ► leader you should rally behind an open [TS]

00:29:57 ◼   ► format [TS]

00:29:58 ◼   ► Amazon is the market leader in [TS]

00:30:00 ◼   ► electronic books in general but are they [TS]

00:30:04 ◼   ► the market leader in electronic [TS]

00:30:05 ◼   ► textbooks probably not so if you [TS]

00:30:09 ◼   ► subdivide and you say ignoring who's the [TS]

00:30:12 ◼   ► leader in electronic books there is no [TS]

00:30:14 ◼   ► strong you know single competent leader [TS]

00:30:18 ◼   ► and electronic textbooks and Apple wants [TS]

00:30:20 ◼   ► to be that leader so it doesn't really [TS]

00:30:21 ◼   ► matter that Kindle has come is dominant [TS]

00:30:23 ◼   ► and selling you know fiction and [TS]

00:30:24 ◼   ► nonfiction books to any users we're [TS]

00:30:26 ◼   ► talking about the education market you [TS]

00:30:27 ◼   ► know and you know they don't control the [TS]

00:30:33 ◼   ► date this is where it gets weird is [TS]

00:30:35 ◼   ► because the I don't I don't know who [TS]

00:30:37 ◼   ► really understands the education market [TS]

00:30:40 ◼   ► I mean Apple you explained already why [TS]

00:30:43 ◼   ► they want that inroad and it makes sense [TS]

00:30:45 ◼   ► you know the kids they learn it they [TS]

00:30:47 ◼   ► come up but do you think to say that [TS]

00:30:52 ◼   ► they understand it or to jump in and say [TS]

00:30:54 ◼   ► that they control it you know I'm [TS]

00:30:55 ◼   ► talking about well as jobs told Isaacson [TS]

00:30:59 ◼   ► in the biography that anyone who's an [TS]

00:31:01 ◼   ► outsider who looked at the market for [TS]

00:31:04 ◼   ► textbooks sees dysfunction they see you [TS]

00:31:07 ◼   ► know obviously that the local school [TS]

00:31:08 ◼   ► boards and the government [TS]

00:31:09 ◼   ► stuff like that but they also see [TS]

00:31:12 ◼   ► entrenched interests that are used to [TS]

00:31:14 ◼   ► selling you big stacks of paper for lots [TS]

00:31:16 ◼   ► of money that aren't I don't say that [TS]

00:31:20 ◼   ► aren't competent but that aren't [TS]

00:31:21 ◼   ► enthusiastic about about going digital [TS]

00:31:24 ◼   ► or even if they are enthusiastic are not [TS]

00:31:25 ◼   ► very good at it because these are book [TS]

00:31:27 ◼   ► companies that print paper books and [TS]

00:31:29 ◼   ► it's not an easy transition for them to [TS]

00:31:31 ◼   ► to change it's kind of like the record [TS]

00:31:33 ◼   ► labels where even if there's people [TS]

00:31:34 ◼   ► inside the record label sugreev digital [TS]

00:31:36 ◼   ► music was the future they weren't [TS]

00:31:37 ◼   ► equipped they didn't have software [TS]

00:31:38 ◼   ► development departments they had no [TS]

00:31:39 ◼   ► platform they they didn't understand the [TS]

00:31:41 ◼   ► web they didn't you know it just wasn't [TS]

00:31:43 ◼   ► their business so if you're looking from [TS]

00:31:44 ◼   ► the outside you're like boy these bozos [TS]

00:31:46 ◼   ► they're not going to figure it out [TS]

00:31:48 ◼   ► so Apple's thinking well geez we've got [TS]

00:31:50 ◼   ► all the skill set to be to be the big [TS]

00:31:52 ◼   ► dog in this scenario so let's go in [TS]

00:31:54 ◼   ► there let's be the big dog you know I [TS]

00:31:58 ◼   ► and the the biggest strength that a lot [TS]

00:32:01 ◼   ► of people brought up as they said Apple [TS]

00:32:02 ◼   ► you know Amazon's not the leader in [TS]

00:32:03 ◼   ► textbooks so maybe Apple could be and [TS]

00:32:05 ◼   ► the bar is really really low because it [TS]

00:32:08 ◼   ► would regardless of what Apple does with [TS]

00:32:10 ◼   ► locking you into one form and all this [TS]

00:32:11 ◼   ► stuff the the consensus is the [TS]

00:32:14 ◼   ► competition the existing competition and [TS]

00:32:16 ◼   ► any potential competition is probably [TS]

00:32:18 ◼   ► going to be much much worse in terms of [TS]

00:32:19 ◼   ► quality and that's apples big strengths [TS]

00:32:22 ◼   ► they're going to say like oh so fine go [TS]

00:32:23 ◼   ► ahead you rally around an open forum [TS]

00:32:24 ◼   ► that you guys couldn't program you at a [TS]

00:32:25 ◼   ► paperback you don't understand platforms [TS]

00:32:27 ◼   ► you can't make a nice application you [TS]

00:32:30 ◼   ► know look at all the existing open epub [TS]

00:32:32 ◼   ► readers they're not made to the level of [TS]

00:32:35 ◼   ► quality and fit and finish that that [TS]

00:32:38 ◼   ► Apple's tools are and I think Marco saw [TS]

00:32:40 ◼   ► Microsoft I think Apple is probably not [TS]

00:32:42 ◼   ► even afraid of the big people like [TS]

00:32:44 ◼   ► Microsoft and Adobe but they're gonna [TS]

00:32:45 ◼   ► say oh those those guys they don't know [TS]

00:32:46 ◼   ► how to make a great application that [TS]

00:32:48 ◼   ► people love to use right Apple really [TS]

00:32:49 ◼   ► believes in its strengths in you know [TS]

00:32:53 ◼   ► that they can make a better product than [TS]

00:32:54 ◼   ► everybody else and even if they do [TS]

00:32:56 ◼   ► things that customers don't like they [TS]

00:32:57 ◼   ► say but we're still better than the [TS]

00:32:59 ◼   ► competition and what I heard from the [TS]

00:33:00 ◼   ► people who seem to be in the education [TS]

00:33:02 ◼   ► world is that the existing products are [TS]

00:33:05 ◼   ► terrible it was really really terribly [TS]

00:33:06 ◼   ► asserting electronic textbook products [TS]

00:33:08 ◼   ► like they're better than nothing but [TS]

00:33:09 ◼   ► they're not Apple quality so it's a [TS]

00:33:12 ◼   ► question it's a question of what the [TS]

00:33:14 ◼   ► value system is is the value system of [TS]

00:33:15 ◼   ► the people making these decisions about [TS]

00:33:17 ◼   ► electronic textbook publishing are they [TS]

00:33:20 ◼   ► going to value those applicants quality [TS]

00:33:23 ◼   ► of the [TS]

00:33:23 ◼   ► elect the polish ease-of-use how easy it [TS]

00:33:28 ◼   ► is to do something fancy you know all [TS]

00:33:30 ◼   ► the things that that there Apple [TS]

00:33:31 ◼   ► strengths are they going to value that [TS]

00:33:32 ◼   ► over not being locked into a single [TS]

00:33:34 ◼   ► vendor not being locked into a single [TS]

00:33:36 ◼   ► platform you know being having a more a [TS]

00:33:39 ◼   ► workflow that allows this content to be [TS]

00:33:42 ◼   ► viewed and places other than iPads and [TS]

00:33:47 ◼   ► as a lot of people were chastising me [TS]

00:33:49 ◼   ► for being so fast pessimistic I think [TS]

00:33:51 ◼   ► one of the things they may have been [TS]

00:33:53 ◼   ► missing maybe if they're not longtime [TS]

00:33:54 ◼   ► listeners or hadn't done in context [TS]

00:33:56 ◼   ► which in a head is that just because I [TS]

00:33:58 ◼   ► think apples done a lot of things wrong [TS]

00:33:59 ◼   ► with iBooks Author it doesn't mean I [TS]

00:34:01 ◼   ► don't think they're still the best the [TS]

00:34:03 ◼   ► best example that is TiVo which I [TS]

00:34:04 ◼   ► complain about endlessly and yet still [TS]

00:34:06 ◼   ► say they are still the best DVR that [TS]

00:34:08 ◼   ► I've used so you can you can be making [TS]

00:34:10 ◼   ► terrible mistakes and be truly awful on [TS]

00:34:13 ◼   ► many fronts just like TiVo but you can [TS]

00:34:14 ◼   ► still be the best in the market that's a [TS]

00:34:17 ◼   ► not a that's not a great win like you're [TS]

00:34:22 ◼   ► gonna say boy we're the dominant text [TS]

00:34:24 ◼   ► book publisher because we're not as [TS]

00:34:26 ◼   ► sucky as everybody else it's hard it's [TS]

00:34:28 ◼   ► hard to get behind that and and be proud [TS]

00:34:31 ◼   ► of it you'd rather be proudest like we [TS]

00:34:33 ◼   ► are the best you know we make the best [TS]

00:34:35 ◼   ► digital music player and it's not [TS]

00:34:36 ◼   ► because not just because everyone else [TS]

00:34:38 ◼   ► sucks [TS]

00:34:38 ◼   ► iPods legitimately are cool and also [TS]

00:34:40 ◼   ► when people love them versus well people [TS]

00:34:43 ◼   ► really don't like that EULA that we did [TS]

00:34:44 ◼   ► and they really hate being confined to [TS]

00:34:46 ◼   ► the iPad but everyone else sucks worse [TS]

00:34:47 ◼   ► so we're going to get that market that's [TS]

00:34:48 ◼   ► not that's not a clean victory in my [TS]

00:34:52 ◼   ► book the other thing I talked about and [TS]

00:34:56 ◼   ► I I was right actually referencing the [TS]

00:34:59 ◼   ► tweets of Glenn Fleischmann when I said [TS]

00:35:00 ◼   ► it and he later wrote an article about [TS]

00:35:02 ◼   ► it I don't know if I did a reference [TS]

00:35:05 ◼   ► article in the show I think it was being [TS]

00:35:06 ◼   ► published on the same time it's called [TS]

00:35:07 ◼   ► apples textbook plan feels like a blast [TS]

00:35:09 ◼   ► from the past and he was echoing my [TS]

00:35:15 ◼   ► feelings that we've seen this type of [TS]

00:35:17 ◼   ► pitch before about textbooks and how if [TS]

00:35:19 ◼   ► you fill in with wizzy graphics and full [TS]

00:35:21 ◼   ► motion video and stuff that students [TS]

00:35:24 ◼   ► will be engaged and that's what the [TS]

00:35:25 ◼   ► problem with education is and you know [TS]

00:35:27 ◼   ► interactive multimedia cd-rom wizzy [TS]

00:35:30 ◼   ► graphics will solve our education [TS]

00:35:31 ◼   ► problems and everyone came down on me [TS]

00:35:35 ◼   ► Anna these aren't like multimedia cd-rom [TS]

00:35:38 ◼   ► this is totally different don't you [TS]

00:35:40 ◼   ► understand the iPad makes it completely [TS]

00:35:42 ◼   ► different I think I brought that up in [TS]

00:35:44 ◼   ► the last show that yeah the thing that [TS]

00:35:46 ◼   ► the one thing that is different in this [TS]

00:35:47 ◼   ► is that leave the vehicle the I don't [TS]

00:35:51 ◼   ► know what you call the the platform is [TS]

00:35:52 ◼   ► the iPad and as we've seen you would [TS]

00:35:55 ◼   ► think also what it's on a touchscreen so [TS]

00:35:56 ◼   ► if we take the same pictures that are on [TS]

00:35:58 ◼   ► a PC screen put them on touchscreen [TS]

00:35:59 ◼   ► suddenly it's different well yeah it [TS]

00:36:01 ◼   ► actually is different that's something [TS]

00:36:03 ◼   ► that a lot of people still haven't come [TS]

00:36:04 ◼   ► to terms with but I think we've all use [TS]

00:36:06 ◼   ► iPads enough to know that if there [TS]

00:36:07 ◼   ► really is a real physical psychological [TS]

00:36:11 ◼   ► physiological difference between you [TS]

00:36:13 ◼   ► know consuming and used consuming [TS]

00:36:16 ◼   ► content and using an iPad versus using a [TS]

00:36:18 ◼   ► PC it makes a big difference especially [TS]

00:36:19 ◼   ► for young people and especially in [TS]

00:36:21 ◼   ► school so that is the big differentiator [TS]

00:36:24 ◼   ► but the the Apple presentation which by [TS]

00:36:26 ◼   ► the way I now have watched everyone [TS]

00:36:28 ◼   ► yelled to me for not having watches I [TS]

00:36:29 ◼   ► apologized last show I told I said I [TS]

00:36:31 ◼   ► hadn't watched it yet but now I have [TS]

00:36:32 ◼   ► watched it it didn't really change much [TS]

00:36:34 ◼   ► for my opinions because as I said the [TS]

00:36:35 ◼   ► last show I did watch the live blog of [TS]

00:36:37 ◼   ► it so it's not like I didn't know what [TS]

00:36:38 ◼   ► was presented but I actually watched the [TS]

00:36:40 ◼   ► video all the way through and the video [TS]

00:36:45 ◼   ► made a couple of allusions to the [TS]

00:36:47 ◼   ► magical iPad experience but mostly [TS]

00:36:48 ◼   ► pushed on look at these amazing videos [TS]

00:36:50 ◼   ► look at these amazing pictures look at [TS]

00:36:51 ◼   ► this interactivity look at you know and [TS]

00:36:53 ◼   ► it was very especially when it's up in a [TS]

00:36:55 ◼   ► presentation screen you know it's hard [TS]

00:36:58 ◼   ► to differentiate in that context that [TS]

00:36:59 ◼   ► this is something that people are [TS]

00:37:00 ◼   ► touching versus something appearing on a [TS]

00:37:01 ◼   ► screen on a PC screen but they were [TS]

00:37:04 ◼   ► mostly leaning on sort of the old tired [TS]

00:37:06 ◼   ► arguments that mostly been disproven [TS]

00:37:08 ◼   ► about how computers and interactivity [TS]

00:37:11 ◼   ► and video graphics will solve the [TS]

00:37:14 ◼   ► problems of Education to make all kids [TS]

00:37:16 ◼   ► smarter and make them pay attention in [TS]

00:37:18 ◼   ► school and do better in tests and just [TS]

00:37:19 ◼   ► everything so this Glenn flash Muraki [TS]

00:37:21 ◼   ► lays out this argument and then people [TS]

00:37:23 ◼   ► vociferously disagree with him as well [TS]

00:37:25 ◼   ► you can see in the comments so here's a [TS]

00:37:30 ◼   ► quote from somebody who's even more [TS]

00:37:31 ◼   ► pessimistic about technology [TS]

00:37:35 ◼   ► revolutionising education than Glenn or [TS]

00:37:38 ◼   ► I says I used to think the technology [TS]

00:37:42 ◼   ► could help education I probably [TS]

00:37:43 ◼   ► spearheaded giving away more computer [TS]

00:37:44 ◼   ► equipment to schools than anybody else [TS]

00:37:46 ◼   ► in the planet but I've had to come to [TS]

00:37:47 ◼   ► the inevitable conclusion that the [TS]

00:37:48 ◼   ► problem is not one the technology can [TS]

00:37:50 ◼   ► hope to solve what's [TS]

00:37:51 ◼   ► wrong with education cannot be fixed [TS]

00:37:52 ◼   ► with technology no amount of technology [TS]

00:37:54 ◼   ► will make a dent [TS]

00:37:55 ◼   ► that sounds pretty done pessimistic lay [TS]

00:37:57 ◼   ► out the technologies helping education [TS]

00:38:00 ◼   ► so that's a quote from Steve Jobs in [TS]

00:38:02 ◼   ► February of 1996 obviously any time job [TS]

00:38:08 ◼   ► says he although he said we're never [TS]

00:38:09 ◼   ► gonna watch video and iPad he's just [TS]

00:38:10 ◼   ► doing that thing this is 1996 before he [TS]

00:38:12 ◼   ► even came back from Apple this was [TS]

00:38:13 ◼   ► certainly not a ploy of like right I'm [TS]

00:38:15 ◼   ► gonna say this quote to keep competitors [TS]

00:38:17 ◼   ► away and I'm gonna come back to the [TS]

00:38:18 ◼   ► company and then right before I die of [TS]

00:38:20 ◼   ► cancer I'm gonna make my company you [TS]

00:38:22 ◼   ► know a decade later I'm gonna make my [TS]

00:38:24 ◼   ► company distribute textbook this was his [TS]

00:38:26 ◼   ► legitimate opinion after having spent a [TS]

00:38:28 ◼   ► long time he really bought into the the [TS]

00:38:30 ◼   ► you know the hype and you can't blame [TS]

00:38:32 ◼   ► the first time around like we knew the [TS]

00:38:33 ◼   ► Apple twos were coming out well personal [TS]

00:38:35 ◼   ► computers in the school this is gonna [TS]

00:38:36 ◼   ► revolutionize education we're going to [TS]

00:38:37 ◼   ► give these computers after the school [TS]

00:38:38 ◼   ► and boy it's going to be a bicycle for [TS]

00:38:40 ◼   ► the mind and everything's going to take [TS]

00:38:42 ◼   ► off and it's going to revolutionize the [TS]

00:38:43 ◼   ► way we learn and he saw that it didn't [TS]

00:38:45 ◼   ► and he came to the conclusion by 1996 [TS]

00:38:48 ◼   ► that what's wrong with education cannot [TS]

00:38:50 ◼   ► be fixed with technology no amount of [TS]

00:38:52 ◼   ► technology will make a dent they did not [TS]

00:38:54 ◼   ► put this quote up on the screen [TS]

00:38:55 ◼   ► surprisingly during the education [TS]

00:38:56 ◼   ► presentation I don't say all right why [TS]

00:39:00 ◼   ► wouldn't they do that and I think if you [TS]

00:39:03 ◼   ► brought Steve Jobs on the stage he would [TS]

00:39:05 ◼   ► agree with a statement again mostly what [TS]

00:39:08 ◼   ► Apple is trying to do with with iBooks [TS]

00:39:10 ◼   ► Author is not not to fix education with [TS]

00:39:14 ◼   ► technology to fix education to fix a [TS]

00:39:17 ◼   ► part of education that's that's not [TS]

00:39:18 ◼   ► optimal the whole textbook industry of [TS]

00:39:20 ◼   ► how you know it's just the same way [TS]

00:39:22 ◼   ► physical media was not optimal [TS]

00:39:23 ◼   ► distributing music on CD was not optimal [TS]

00:39:25 ◼   ► and doing it digitally is much better [TS]

00:39:27 ◼   ► cutting out middlemen the advantages of [TS]

00:39:30 ◼   ► digital or physical products things that [TS]

00:39:34 ◼   ► the digital content can do that physical [TS]

00:39:36 ◼   ► media cannot do so this is taking a part [TS]

00:39:39 ◼   ► of Education it's not as efficient as it [TS]

00:39:40 ◼   ► could be in trying to make it more [TS]

00:39:41 ◼   ► efficient especially when you've got [TS]

00:39:42 ◼   ► entrenched interests who are like [TS]

00:39:44 ◼   ► resisting move to digital because they [TS]

00:39:46 ◼   ► want to keep making money on their paper [TS]

00:39:47 ◼   ► textbooks and all that business it it's [TS]

00:39:52 ◼   ► not you know it that it would have been [TS]

00:39:54 ◼   ► more honest for them to instead of that [TS]

00:39:56 ◼   ► presentation saying oh look at all these [TS]

00:39:57 ◼   ► great cool things textbook there would [TS]

00:39:59 ◼   ► be more honest to say I'm going to go a [TS]

00:40:00 ◼   ► blow-by-blow through how sick and [TS]

00:40:02 ◼   ► dysfunctional the [TS]

00:40:04 ◼   ► and textbook industry is you can't kind [TS]

00:40:06 ◼   ► of do that when you're on stage [TS]

00:40:07 ◼   ► partnering with the biggest tech [TS]

00:40:09 ◼   ► manufacturers in the United States you [TS]

00:40:10 ◼   ► know I mean but that would have been I [TS]

00:40:12 ◼   ► think that would have been a more if you [TS]

00:40:15 ◼   ► really wanted to know what was behind [TS]

00:40:16 ◼   ► Steve Jobs in particular his idea that [TS]

00:40:18 ◼   ► this mark that they need to enter this [TS]

00:40:19 ◼   ► market is that the market is messed up [TS]

00:40:21 ◼   ► it's not it's not the way it should be [TS]

00:40:22 ◼   ► it's like they didn't all mobile phones [TS]

00:40:24 ◼   ► were crappy all smartphones were crappy [TS]

00:40:26 ◼   ► there was you know music CDs were kind [TS]

00:40:30 ◼   ► of annoying to use that there are places [TS]

00:40:33 ◼   ► and that they see there's a problem in [TS]

00:40:36 ◼   ► the world may say well we have the [TS]

00:40:37 ◼   ► technology to fix this there's no reason [TS]

00:40:38 ◼   ► this has to be crappy like this and the [TS]

00:40:40 ◼   ► only reason it's staying crap is because [TS]

00:40:41 ◼   ► these people are just dragging their [TS]

00:40:42 ◼   ► feet so let's get them to move along [TS]

00:40:44 ◼   ► either by attacking them or partnering [TS]

00:40:47 ◼   ► them or doing both at once you're doing [TS]

00:40:48 ◼   ► a judo move or whatever on them so they [TS]

00:40:50 ◼   ► can't get up there and say and really [TS]

00:40:52 ◼   ► explain here's why we're entering this [TS]

00:40:54 ◼   ► market because it's a big hairy mess and [TS]

00:40:56 ◼   ► we think we can fix it they have to [TS]

00:40:57 ◼   ► present it another way but by the way [TS]

00:41:01 ◼   ► they chose to present it did have a lot [TS]

00:41:03 ◼   ► of that rehashing of old tired arguments [TS]

00:41:05 ◼   ► about interactivity and video and [TS]

00:41:07 ◼   ► everything revolutionising education and [TS]

00:41:09 ◼   ► that comes off looking like you're [TS]

00:41:10 ◼   ► saying that technology will fix [TS]

00:41:12 ◼   ► education even that's not what they said [TS]

00:41:15 ◼   ► but that that's what that's the [TS]

00:41:16 ◼   ► impression it gives you know and that's [TS]

00:41:19 ◼   ► the Prince Glen's big objection my big [TS]

00:41:21 ◼   ► objection it's kind of like fetishizing [TS]

00:41:24 ◼   ► the artifacts of Education like that [TS]

00:41:26 ◼   ► it's not that these these iPads and [TS]

00:41:30 ◼   ► these textbooks are what really matter [TS]

00:41:31 ◼   ► in education and I was thinking of [TS]

00:41:33 ◼   ► looking at that of why why do not why do [TS]

00:41:36 ◼   ► I check to that what is it that I think [TS]

00:41:38 ◼   ► is the real theory of Education I [TS]

00:41:40 ◼   ► thought about Maslow's hot Maslow's [TS]

00:41:42 ◼   ► hierarchy of needs have you heard of [TS]

00:41:44 ◼   ► that you're a liberal arts education now [TS]

00:41:45 ◼   ► is this you trying to trick me no you [TS]

00:41:48 ◼   ► know murder murder lies I release tricks [TS]

00:41:50 ◼   ► me I'll say Oh have you heard of this [TS]

00:41:51 ◼   ► thing I'll say sure and then be like [TS]

00:41:52 ◼   ► well I've just made it up oh yeah I [TS]

00:41:54 ◼   ► remember when he got you on the the yeah [TS]

00:41:57 ◼   ► he likes to focus in Berlin sir he [TS]

00:41:58 ◼   ► principally said some other uncertainty [TS]

00:42:00 ◼   ► yeah yeah he likes to try and trick [TS]

00:42:01 ◼   ► people now is really Maslow's hierarchy [TS]

00:42:03 ◼   ► of needs it's linked in Wikipedia in the [TS]

00:42:05 ◼   ► show notes and I I think there's a [TS]

00:42:10 ◼   ► hierarchy of needs in education that [TS]

00:42:12 ◼   ► looks something like this people who are [TS]

00:42:14 ◼   ► in education can quibble about the order [TS]

00:42:16 ◼   ► that I put things but like what [TS]

00:42:18 ◼   ► is the most important thing in education [TS]

00:42:19 ◼   ► so number one I would say is physical [TS]

00:42:21 ◼   ► safety this is similar to Maslow's [TS]

00:42:24 ◼   ► hierarchy of needs a compressed version [TS]

00:42:26 ◼   ► you have to feel safe at school the [TS]

00:42:29 ◼   ► facilities can't be falling around on [TS]

00:42:30 ◼   ► your head they have to have climate [TS]

00:42:32 ◼   ► control like just the basics of you you [TS]

00:42:34 ◼   ► feel safe at school your life is not in [TS]

00:42:36 ◼   ► danger right just the ceiling is not [TS]

00:42:38 ◼   ► gonna fall in you're not freezing to [TS]

00:42:39 ◼   ► death that's number one I think everyone [TS]

00:42:41 ◼   ► agrees in that it's kind of like why you [TS]

00:42:42 ◼   ► start there done right the second one I [TS]

00:42:44 ◼   ► would say was emotional safety where [TS]

00:42:46 ◼   ► it's not just a safe environment [TS]

00:42:48 ◼   ► physically but also a safe environment [TS]

00:42:50 ◼   ► where you know bullying and the balance [TS]

00:42:53 ◼   ► of positive and negative reinforcement [TS]

00:42:54 ◼   ► from teachers and students that it's a [TS]

00:42:56 ◼   ► place where you don't feel you're under [TS]

00:42:59 ◼   ► attack and fearful emotionally are ways [TS]

00:43:03 ◼   ► other than physical because so now [TS]

00:43:04 ◼   ► you're now you're innocent citizen where [TS]

00:43:06 ◼   ► you can actually potentially learn right [TS]

00:43:09 ◼   ► and then the next one right after [TS]

00:43:11 ◼   ► physical and emotional safety I think is [TS]

00:43:14 ◼   ► good teachers class size is kind of [TS]

00:43:17 ◼   ► wrapped up in this but in general I [TS]

00:43:19 ◼   ► think that is the the third most [TS]

00:43:20 ◼   ► important thing is who is up there [TS]

00:43:22 ◼   ► teaching the material it's not the [TS]

00:43:24 ◼   ► textbook it's not the material it's not [TS]

00:43:26 ◼   ► the curriculum it's not what you have to [TS]

00:43:27 ◼   ► learn it's good teachers because as we [TS]

00:43:29 ◼   ► all know I think everyone has been [TS]

00:43:31 ◼   ► through education one or two good [TS]

00:43:32 ◼   ► teachers have a profound effect on your [TS]

00:43:36 ◼   ► life in your future I think with urban [TS]

00:43:37 ◼   ► studies of this of like these kids who [TS]

00:43:39 ◼   ► had this one good teacher in like third [TS]

00:43:41 ◼   ► grade [TS]

00:43:41 ◼   ► had you know 20% higher income and more [TS]

00:43:44 ◼   ► success in happiness in their adult life [TS]

00:43:45 ◼   ► than these people who didn't have this [TS]

00:43:46 ◼   ► one teacher you know it's huge huge [TS]

00:43:48 ◼   ► effect I mean I left that like good [TS]

00:43:51 ◼   ► parents and family life and stuff as I'm [TS]

00:43:52 ◼   ► just focusing on things that the school [TS]

00:43:53 ◼   ► can do itself so they can't they can't [TS]

00:43:55 ◼   ► go in your house and make it right Paris [TS]

00:43:57 ◼   ► obviously that has a massive influence [TS]

00:43:59 ◼   ► as well but saying welcome to school do [TS]

00:44:00 ◼   ► provide physical safety provide a safe [TS]

00:44:02 ◼   ► emotional environment and have good [TS]

00:44:04 ◼   ► teachers and then way way down at the [TS]

00:44:07 ◼   ► bottom of this probably is education [TS]

00:44:08 ◼   ► materials make sure you have you know [TS]

00:44:12 ◼   ► good blackboards or computers or [TS]

00:44:14 ◼   ► textbooks and stuff like that but that's [TS]

00:44:16 ◼   ► that's so you know not only is it not [TS]

00:44:18 ◼   ► number one I think it's down you know [TS]

00:44:21 ◼   ► it's possibly the the lowest thing on [TS]

00:44:24 ◼   ► the list because really if you think [TS]

00:44:26 ◼   ► about those great teachers that you had [TS]

00:44:27 ◼   ► do you remember like oh you know that [TS]

00:44:30 ◼   ► teacher was great because they had a [TS]

00:44:31 ◼   ► smart whiteboard [TS]

00:44:32 ◼   ► we could draw on know like I mean it's [TS]

00:44:35 ◼   ► because we're all old and we didn't have [TS]

00:44:36 ◼   ► cool things like this but the materials [TS]

00:44:39 ◼   ► you have how beat up your textbook is [TS]

00:44:40 ◼   ► how good your textbook was whether [TS]

00:44:42 ◼   ► you're forced to learn this thing in [TS]

00:44:44 ◼   ► this grade and this thing that grade [TS]

00:44:46 ◼   ► because some stupid change in curriculum [TS]

00:44:47 ◼   ► that you don't have a control over it [TS]

00:44:48 ◼   ► all comes down to you know physical [TS]

00:44:50 ◼   ► safety emotional safety good teachers [TS]

00:44:52 ◼   ► and that's why no amount of technology [TS]

00:44:54 ◼   ► will make a dent because those other [TS]

00:44:56 ◼   ► things are so much more important [TS]

00:44:58 ◼   ► they're massively dominant in terms of [TS]

00:44:59 ◼   ► the quality of education that if you [TS]

00:45:01 ◼   ► have all those things you can give those [TS]

00:45:02 ◼   ► people rocks and sticks and you know and [TS]

00:45:05 ◼   ► and enforce on them a stupid curriculum [TS]

00:45:07 ◼   ► with a crappy textbook and they would [TS]

00:45:08 ◼   ► still produce students who understand [TS]

00:45:11 ◼   ► material and are more successful you [TS]

00:45:13 ◼   ► know and so this video where they can't [TS]

00:45:18 ◼   ► this presentation where they can't come [TS]

00:45:20 ◼   ► out and say this the textbook industry [TS]

00:45:23 ◼   ► is messed up and that's why we've [TS]

00:45:24 ◼   ► decided to enter it oh and by the way [TS]

00:45:26 ◼   ► here all the people who messed it up and [TS]

00:45:27 ◼   ► were going to partner with them since [TS]

00:45:28 ◼   ► they can't say that I would have liked [TS]

00:45:30 ◼   ► to have seen them acknowledge right up [TS]

00:45:34 ◼   ► front the the idea that was in [TS]

00:45:36 ◼   ► everybody's mind who was watching this [TS]

00:45:37 ◼   ► is that this is all this business about [TS]

00:45:40 ◼   ► technology fixing education it's not [TS]

00:45:42 ◼   ► about that we think that we're not going [TS]

00:45:45 ◼   ► to fix education I don't know how they [TS]

00:45:48 ◼   ► could say it without throwing them [TS]

00:45:49 ◼   ► without throw the textbook people under [TS]

00:45:50 ◼   ► the bus but to to acknowledge the the [TS]

00:45:54 ◼   ► counter-argument that that technology [TS]

00:45:56 ◼   ► doesn't matter and to say we think was [TS]

00:45:59 ◼   ► really important about education is not [TS]

00:46:01 ◼   ► wizzy videos and cool graphics but we'll [TS]

00:46:03 ◼   ► have them too but what really matters is [TS]

00:46:06 ◼   ► and then they have to make some other [TS]

00:46:07 ◼   ► kind of pitch about why this is [TS]

00:46:10 ◼   ► different than all previous efforts to [TS]

00:46:11 ◼   ► put technology into school so that maybe [TS]

00:46:14 ◼   ► they were stuck we can rock in a hard [TS]

00:46:16 ◼   ► place because there isn't a really [TS]

00:46:17 ◼   ► strong argument there and certainly [TS]

00:46:18 ◼   ► people like cool demos was when I was [TS]

00:46:20 ◼   ► thinking that someone god I don't know [TS]

00:46:22 ◼   ► if he the man himself sent to this to me [TS]

00:46:24 ◼   ► I think you did Paul Anderson I think [TS]

00:46:26 ◼   ► you're going to say state jobs now Paul [TS]

00:46:29 ◼   ► Anderson a teacher in Montana I think he [TS]

00:46:31 ◼   ► sent me this link himself it's a YouTube [TS]

00:46:33 ◼   ► video what was the title of it um it's [TS]

00:46:38 ◼   ► called no no no I got to go to my show [TS]

00:46:43 ◼   ► it's like what while you do that I'll do [TS]

00:46:44 ◼   ► our seconds so you're going [TS]

00:46:45 ◼   ► to coordinate this I'm looking at every [TS]

00:46:47 ◼   ► time I lose every time you lose track [TS]

00:46:49 ◼   ► and you can't find your notes it's just [TS]

00:46:50 ◼   ► it's a time to take a break there you go [TS]

00:46:53 ◼   ► episode is also sponsored by source bits [TS]

00:46:55 ◼   ► comm love I love these guys it's [TS]

00:46:58 ◼   ► providing software design and [TS]

00:47:00 ◼   ► development services for iOS Android Mac [TS]

00:47:02 ◼   ► and the web sounds like everything right [TS]

00:47:04 ◼   ► that's what that's what they focus on [TS]

00:47:06 ◼   ► they focus on of course you just want an [TS]

00:47:09 ◼   ► iOS app they'll make that for you you [TS]

00:47:11 ◼   ► want an iOS app that has an Android [TS]

00:47:15 ◼   ► equivalent and something that ties into [TS]

00:47:18 ◼   ► the Mac and also has a web service they [TS]

00:47:20 ◼   ► do all of those things they specialize [TS]

00:47:22 ◼   ► in this now they'll do they'll do just [TS]

00:47:24 ◼   ► the iOS app but a lot of the time if you [TS]

00:47:26 ◼   ► heard this week's build and analyze you [TS]

00:47:28 ◼   ► heard Marco talking about why Instapaper [TS]

00:47:30 ◼   ► needs a web service you need a web [TS]

00:47:31 ◼   ► service they'll build the whole thing [TS]

00:47:33 ◼   ► bleeding edge technology is what these [TS]

00:47:35 ◼   ► guys are all about they have a deep [TS]

00:47:37 ◼   ► experience and they have one of the most [TS]

00:47:39 ◼   ► important things a successful track [TS]

00:47:41 ◼   ► record you bring them your idea they [TS]

00:47:44 ◼   ► transform it into a functional tested [TS]

00:47:47 ◼   ► visually stunning world-class app and [TS]

00:47:49 ◼   ► they do it fast they save you money [TS]

00:47:51 ◼   ► because they do it right the first time [TS]

00:47:53 ◼   ► they know what they're doing it's [TS]

00:47:55 ◼   ► cutting-edge stuff source bits calm [TS]

00:47:59 ◼   ► longtime sponsor absolutely love these [TS]

00:48:01 ◼   ► guys great guys I had a meeting with [TS]

00:48:02 ◼   ► them last week great things coming in [TS]

00:48:05 ◼   ► 2012 check them out source Fitz calm [TS]

00:48:10 ◼   ► side let's find your playing find your [TS]

00:48:12 ◼   ► notes on your place [TS]

00:48:13 ◼   ► the title of this video and our boss the [TS]

00:48:18 ◼   ► guy's name [TS]

00:48:18 ◼   ► I was disorganized see I told you I can [TS]

00:48:21 ◼   ► just imagine ode application in your [TS]

00:48:23 ◼   ► office it's it's things stacked up [TS]

00:48:25 ◼   ► papers everywhere Paul Andersen teacher [TS]

00:48:29 ◼   ► in Montana it sent me this video called [TS]

00:48:31 ◼   ► using game design to improve my [TS]

00:48:32 ◼   ► classroom now gamification has a bad rep [TS]

00:48:36 ◼   ► lately for anyone who's follows [TS]

00:48:38 ◼   ► technology right when I say gamification [TS]

00:48:40 ◼   ► I bet people the teeth go on edge like I [TS]

00:48:42 ◼   ► all that gamification thing you know [TS]

00:48:45 ◼   ► because it comes up in all the startup [TS]

00:48:46 ◼   ► tech blogs and it's kind of like buzz [TS]

00:48:49 ◼   ► wordy but mostly I think it's because [TS]

00:48:52 ◼   ► unscrupulous companies have been using [TS]

00:48:53 ◼   ► game theory to manipulate people for [TS]

00:48:56 ◼   ► evil you know [TS]

00:48:58 ◼   ► that's why people hate the idea of [TS]

00:49:00 ◼   ► gamification or the word camera fication [TS]

00:49:03 ◼   ► so farmville is a good example at least [TS]

00:49:06 ◼   ► you know Zynga is the the poster boy for [TS]

00:49:08 ◼   ► using gamification for evil or they have [TS]

00:49:10 ◼   ► these these Facebook games that from a [TS]

00:49:13 ◼   ► gamers perspective are not particularly [TS]

00:49:15 ◼   ► fun or particularly good games but [TS]

00:49:17 ◼   ► hammers so hard on the hot buttons of [TS]

00:49:20 ◼   ► gamification that they end up [TS]

00:49:22 ◼   ► manipulating millions of people into [TS]

00:49:23 ◼   ► obsessively playing in these games when [TS]

00:49:26 ◼   ► really what they're doing is you know it [TS]

00:49:30 ◼   ► amounts more to work than to play and so [TS]

00:49:34 ◼   ► someone made a parody game a long time [TS]

00:49:37 ◼   ► ago maybe not that long was his name [TS]

00:49:40 ◼   ► Ian Bogost there's an article about it [TS]

00:49:43 ◼   ► and wire that I put in the show notes [TS]

00:49:45 ◼   ► he made a parody game called cow clicker [TS]

00:49:47 ◼   ► have you heard of this no I can't people [TS]

00:49:51 ◼   ► have even debated putting in this [TS]

00:49:52 ◼   ► they're talking about this it was like [TS]

00:49:53 ◼   ► I'll surely ever insert a cow clicker [TS]

00:49:55 ◼   ► but not everyone travels in gamer [TS]

00:49:56 ◼   ► circles I guess GG p2m entry is very [TS]

00:50:00 ◼   ► short and basically boils down pretty [TS]

00:50:02 ◼   ► well for the wired article is more [TS]

00:50:03 ◼   ► interesting magazine article talking [TS]

00:50:05 ◼   ► about the person so this was he made [TS]

00:50:09 ◼   ► this game in response to these you know [TS]

00:50:12 ◼   ► Facebook Zynga type games where there's [TS]

00:50:15 ◼   ► they're mostly just making you click at [TS]

00:50:18 ◼   ► regular intervals and give them money [TS]

00:50:19 ◼   ► and he said well let me just boil it [TS]

00:50:21 ◼   ► down I'm going to make a game called cow [TS]

00:50:22 ◼   ► clicker and so here's here's the [TS]

00:50:24 ◼   ► functionality of the game distilled so [TS]

00:50:28 ◼   ► you got a cow obviously and your cow can [TS]

00:50:31 ◼   ► be clicked but you can only click your [TS]

00:50:33 ◼   ► cow once every six hours but you can [TS]

00:50:36 ◼   ► earn additional clicks and other items [TS]

00:50:39 ◼   ► by spending this this in-game currency [TS]

00:50:42 ◼   ► and players can collect more click what [TS]

00:50:44 ◼   ► happens when you click it nothing I mean [TS]

00:50:47 ◼   ► well you got to click and players can [TS]

00:50:49 ◼   ► collect more clicks by inviting their [TS]

00:50:50 ◼   ► friends into their pasture so this is [TS]

00:50:52 ◼   ► like literally it's a clicking thing and [TS]

00:50:55 ◼   ► it withholds your ability to click and [TS]

00:50:57 ◼   ► you then need to do things to satisfy [TS]

00:51:00 ◼   ► the game to get the ability to click [TS]

00:51:01 ◼   ► again which is very similar to you know [TS]

00:51:04 ◼   ► he's saying this is basically a farm [TS]

00:51:05 ◼   ► bill is come back at this time click on [TS]

00:51:06 ◼   ► these things click on your crops go [TS]

00:51:08 ◼   ► click on you know that the whole thing [TS]

00:51:09 ◼   ► is just you're getting sucked into this [TS]

00:51:11 ◼   ► world [TS]

00:51:12 ◼   ► you know eventually get you to buy [TS]

00:51:13 ◼   ► virtual items you can do more things in [TS]

00:51:15 ◼   ► this virtual world and it's not the many [TS]

00:51:17 ◼   ► good articles I should have found some [TS]

00:51:18 ◼   ► of them about how fundamentally [TS]

00:51:21 ◼   ► different playing those type of games is [TS]

00:51:23 ◼   ► than then what we consider actual play [TS]

00:51:24 ◼   ► for enjoyment purposes and these games [TS]

00:51:27 ◼   ► are successful because they take [TS]

00:51:28 ◼   ► advantages take advantage of human [TS]

00:51:31 ◼   ► nature to make it addictive and [TS]

00:51:33 ◼   ► compelling you know this the social [TS]

00:51:35 ◼   ► responsibility of your friends sends you [TS]

00:51:36 ◼   ► a stupid fruit and now you feel that [TS]

00:51:38 ◼   ► social obligation to respond to them in [TS]

00:51:39 ◼   ► kind then you get involved in this world [TS]

00:51:41 ◼   ► and really just if someone looks at the [TS]

00:51:43 ◼   ► outside looking in saying you're going [TS]

00:51:44 ◼   ► to wake up in the middle of the night [TS]

00:51:45 ◼   ► and tap a bunch of things on your on [TS]

00:51:47 ◼   ► your iPad screen and Facebook so that [TS]

00:51:49 ◼   ► you can harvest your crops so that you [TS]

00:51:52 ◼   ► won't lose those fruits that you but you [TS]

00:51:54 ◼   ► know it's you start losing connection [TS]

00:51:56 ◼   ► with reality that what you are you even [TS]

00:51:57 ◼   ► having fun anymore so I can help but I [TS]

00:51:59 ◼   ► have the sunk cost the phenomenon were [TS]

00:52:02 ◼   ► you like well I'm invested now and I [TS]

00:52:03 ◼   ► spent all this money and all this time [TS]

00:52:04 ◼   ► and I can't let these crops go and I got [TS]

00:52:07 ◼   ► to send these things these people in [TS]

00:52:08 ◼   ► this person set you know Oh cow clicker [TS]

00:52:10 ◼   ► is like fine we're gonna do a thing you [TS]

00:52:11 ◼   ► click the damn cow and we're gonna make [TS]

00:52:13 ◼   ► you want to click that cow like crazy [TS]

00:52:14 ◼   ► we're gonna use all these game theory [TS]

00:52:16 ◼   ► advancements and it's a supposed to be a [TS]

00:52:18 ◼   ► satire - no more not a more sad harder [TS]

00:52:21 ◼   ► than a parody to say to make people [TS]

00:52:23 ◼   ► realize wake up people you know this is [TS]

00:52:25 ◼   ► what you're doing in those Zynga games [TS]

00:52:26 ◼   ► you were literally just just like this [TS]

00:52:27 ◼   ► kick licking the cow and the wired story [TS]

00:52:30 ◼   ► is about how cow clicker became [TS]

00:52:33 ◼   ► fantastically popular and people loved [TS]

00:52:35 ◼   ► it and they wanted to buy different cows [TS]

00:52:37 ◼   ► and then what they were into it and they [TS]

00:52:39 ◼   ► just they couldn't wait what so the cow [TS]

00:52:41 ◼   ► the cow graphics like a cow sort of like [TS]

00:52:43 ◼   ► stand a three-quarter view of a cow [TS]

00:52:45 ◼   ► facing to the right uh he came out with [TS]

00:52:48 ◼   ► the cow that faces to the left people [TS]

00:52:49 ◼   ► went crazy oh my god every single cow [TS]

00:52:51 ◼   ► face to the right until then but now [TS]

00:52:53 ◼   ► there's a count of faces to left you [TS]

00:52:54 ◼   ► want you know hit he could created a [TS]

00:52:56 ◼   ► monster he was trying to make a satire [TS]

00:52:58 ◼   ► and he found that it's not possible this [TS]

00:52:59 ◼   ► attribute yeah make the satire that so [TS]

00:53:02 ◼   ► efficiently pushed those same buttons if [TS]

00:53:05 ◼   ► you were going up people didn't [TS]

00:53:06 ◼   ► understand it was the party they wanted [TS]

00:53:07 ◼   ► to do that cow clicker thing you can get [TS]

00:53:08 ◼   ► the you know the golden cow the steel [TS]

00:53:10 ◼   ► cow and you know just and literally just [TS]

00:53:13 ◼   ► the cow that you click on so and he [TS]

00:53:16 ◼   ► became quite depressed and upset about [TS]

00:53:18 ◼   ► his inability to make a satire that [TS]

00:53:21 ◼   ► people don't take literally uh and in [TS]

00:53:23 ◼   ► 2011 finally he decided to have a cow [TS]

00:53:25 ◼   ► apocalypse and remove all the cow in a [TS]

00:53:29 ◼   ► cow rapture like basically killed he [TS]

00:53:31 ◼   ► killed everybody's cow and they were all [TS]

00:53:32 ◼   ► taken up to cow heaven uh and then so [TS]

00:53:35 ◼   ► fans constantly rankings however you [TS]

00:53:37 ◼   ► want you're gonna bring the cows back [TS]

00:53:38 ◼   ► what can we do to get those cows back I [TS]

00:53:40 ◼   ► want my you know so this is from the [TS]

00:53:43 ◼   ► Wikipedia article and it's also in the [TS]

00:53:44 ◼   ► wired article responding to a fans [TS]

00:53:46 ◼   ► complained that the game was not a fun [TS]

00:53:48 ◼   ► game after the cow rapture now now that [TS]

00:53:51 ◼   ► the only thing in the game cat was gone [TS]

00:53:52 ◼   ► and I can't click on it's not a fun game [TS]

00:53:53 ◼   ► or he responded it wasn't very fun [TS]

00:53:56 ◼   ► before either so this this is all I you [TS]

00:54:00 ◼   ► should read the article about the cow [TS]

00:54:01 ◼   ► clicker thing the wired article that I [TS]

00:54:03 ◼   ► linked it's it's all kind of depressing [TS]

00:54:07 ◼   ► and funny at the same time but this is [TS]

00:54:10 ◼   ► why gamification gets a bad rap because [TS]

00:54:13 ◼   ► of these companies that are using three [TS]

00:54:15 ◼   ► but gamification can be used for good [TS]

00:54:18 ◼   ► can definitely be used for good it's [TS]

00:54:20 ◼   ► it's a power I think the the evil that's [TS]

00:54:22 ◼   ► done with it shows what what a powerful [TS]

00:54:24 ◼   ► tool it is and so some people are asking [TS]

00:54:26 ◼   ► me well if you didn't want them to pitch [TS]

00:54:28 ◼   ► you on you know this wizzy multimedia [TS]

00:54:30 ◼   ► stuff with iBooks Author is going to [TS]

00:54:32 ◼   ► make education better what should they [TS]

00:54:33 ◼   ► have said I'm not saying this is what [TS]

00:54:34 ◼   ► they should have said but this is one [TS]

00:54:36 ◼   ► example of something that's at least a [TS]

00:54:38 ◼   ► newer argument not a new argument but a [TS]

00:54:41 ◼   ► newer argument than the the multimedia [TS]

00:54:43 ◼   ► cd-rom computers in school Apple to [TS]

00:54:45 ◼   ► revolutionize the world argument they [TS]

00:54:48 ◼   ► could have said we believe that engaging [TS]

00:54:53 ◼   ► students is not about wizzy graphics or [TS]

00:54:56 ◼   ► cool you know diagrams although those [TS]

00:54:58 ◼   ► can help too it's really about using [TS]

00:55:01 ◼   ► game theory to help them learn and so [TS]

00:55:03 ◼   ► this Paul Anderson video is a video [TS]

00:55:05 ◼   ► explaining how he uses gamification and [TS]

00:55:07 ◼   ► game theory to help his class to learn [TS]

00:55:10 ◼   ► better this is AP biology class in high [TS]

00:55:14 ◼   ► school so it the three tenants of game [TS]

00:55:19 ◼   ► world that he outlines in begin the [TS]

00:55:20 ◼   ► video is that like gaming school should [TS]

00:55:24 ◼   ► be fun so that's easy to say everyone [TS]

00:55:25 ◼   ► just say yes it's supposed to be fun [TS]

00:55:27 ◼   ► it's like well yeah well how do you make [TS]

00:55:28 ◼   ► it fun but he's laying it out there [TS]

00:55:29 ◼   ► because games people mostly people agree [TS]

00:55:31 ◼   ► the games are fun failure is commonplace [TS]

00:55:34 ◼   ► occurrence and something that happens [TS]

00:55:36 ◼   ► all the time and it's okay that happens [TS]

00:55:37 ◼   ► in games right but you know not so much [TS]

00:55:39 ◼   ► games but in real games part of the [TS]

00:55:41 ◼   ► thing is that you can fail and you just [TS]

00:55:43 ◼   ► try again and you fail and ride like [TS]

00:55:44 ◼   ► it's a consequence free environment for [TS]

00:55:46 ◼   ► for learning now you may be what you're [TS]

00:55:49 ◼   ► learning is how to time to jump [TS]

00:55:51 ◼   ► particularly well it's land on a [TS]