Bonnier R&D hits San Francisco

Photo: Magnus Skoglöf

What is Bonnier R&D doing in San Francisco?

"Essentially, we're trying to find new digital media products that consumers are willing to pay for. To do this, we need to understand what kinds of opportunities the new e-readers, smart phones, TV widgets, netbooks and so on, offer in terms of media content. We'll be analyzing trends and establishing relationships with hardware manufacturers, software developers and external user interface specialists. The project also involves developing a number of concepts and prototypes for the further development of the Bonnier companies. We'll be running the project together with Bonnier Corporation, Bonnier Tidskrifter, Bonnierförlagen and Bonnier Publications. Of course, we'll also try to share as much of the knowledge we gain as possible with all of the Bonnier companies."

Why San Francisco?

"San Francisco is a center for digital media development right now. As the media industry changes at an increasing pace, many of the people driving new developments happen to be in San Francisco. Closer relationships with these people will allow us to exchange exciting ideas, while opening up possibilities for us to develop together. We also think that Bonnier, as an international group, has a chance to play a bigger role in world media."

Are there plans for adding more international branches to Bonnier R&D?

"In any international media group, an R&D division should be flexible enough to be where new developments are taking place. That's why we're in San Francisco now, and surely somewhere else in the future. Maybe Tokyo or Seoul?"

How many employees are on staff there?

"We're not planning to hire new employees. Instead, the office will be manned by existing staff from Bonnier R&D, backed with resources from Bonnier Corporation. We'll also be working with external innovation consultants who can offer new approaches and perspectives on our own digital media products. I'll be there for a few months to help start the project, and the rest of the team will be there as long as they're needed on site."

What kind of opportunities do you see for Bonnier in terms of e-readers?

"All of the research shows that consumer behavior begins to change with the introduction of new hardware. This is why the launch of e-readers, along with smart phones, netbooks and TV widgets, is so important. It offers huge possibilities for introducing digital media products that consumers are willing to pay for. We strongly believe in going back to the core of a product, to bring back the role of the editor, but in a new media ecosystem. The media companies that find the best way to create, select and package their products will be the winners in providing produced content to new readers. Storytelling still has a place in the media landscape, and we want to create relaxing digital products that are easy to enjoy and that have a clear beginning and a clearly defined endpoint in a limitless, changing world."

More American media companies are starting to charge for web content. Is it only a matter of time until Bonnier begins to charge for digital content?

"We're completely convinced that consumers' willingness to pay applies as much to digital products as physical ones. We just need to be better at understanding what consumers are actually looking for, what their real needs are."