The Brief

‘ANALOG’ BOOKS IN THE DIGITAL AGE: Math Paper Press is a print publisher. But with everybody reading online, how does a print publisher keep hard copy books relevant? • THE CYBER OPPORTUNITY: Many people surf the web on mobile devices like smartphones and tablets. And lose Internet connection often when they go indoors or underground. Meaning: Online resources can ‘go offline’. • THE IDEA: BOOKS NEVER GO OFFLINE • THE WEB APPLICATION: Using a simple HTML patch that alters the existing cache of partner websites, we substituted standard offline notifications with excerpts from Math Paper Press publications. So when people go offline, instead of an offline page, they get an ‘offline book’. We even directed people to the actual book with a bookstore location at the end of each excerpt. Exploiting the volatility of digital access to send a timely reminder of the resilience of the traditional media it threatened. CURRENT STATUS: The Offline Book technology is 'live' and ready for application to all interested websites.

INTENTION/PURPOSE/APPLICATION: Currently, when consumers lose their Internet connection, brands lose their hard won audiences. Nobody stays engaged staring at a default offline notice that says ‘you’re not connected to the Internet’. The Offline Book technology was created for a print publisher to remind people of the continued relevance of printed books in the digital age. But the way in which it keeps online visitors engaged by substituting default offline pages with customised content is something that can benefit any brand with ownership of/access to original content. • ADVERTISING INFLUENCE: The constant search for new ways to engage audiences, for unrealised media opportunities in consumer journeys and user experiences, was integral to the genesis of the Offline Book technology. We expect that optimizing content to work within the limitations imposed by the HTML patch format will also be fertile ground for inspiring more economical forms of expression. • HOW IT WORKS: We add a simple HTML patch to the backend of websites. All it involves is substituting a few lines of code so that a customised Offline Book rather than the default offline page displays. Other than simple coding and content adaptation, the technology is almost totally cost-free.

REVIVAL OF INTEREST: Two months from launch, Math Paper Press titles saw an increase in sales. More importantly, store traffic at Books Actually, its main distributor, increased by 20%, signifying a renewed interest in hard copy books. • ONLINE MOVEMENT: We created widespread interest with website/blog owners. Early partners ranged from art and design blogs to surprising adopters like an engineering site. Prospective partners range from a floral distributor to a national heritage site. The movement could potentially reach 7 million mobile users in Singapore, and 7 billion worldwide, with a budget of less than US$20,000. A simple idea championed by a single client in Singapore could become an ongoing movement that any website or blog anywhere in the world can participate in. • LONG-TERM GOAL: Our vision is to eliminate instances where brands lose their hard won online audiences to Internet connection disruptions and other occurrences that are beyond their control. For consumers, we hope that the offline book technology will inspire more websites to customise their offline pages to provide for richer and more seamless online experiences for all.