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<text><![CDATA[How does the hyperbook fit in with Orange's action ?<br />]]></text>
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<text><![CDATA[The publishing world is currently undergoing its digital revolution,<br />]]></text>
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<text><![CDATA[and Orange seeks to work alongside it,<br />]]></text>
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<text><![CDATA[- in partnership with both authors and publishers -<br />]]></text>
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<text><![CDATA[and to do so by enriching<br />]]></text>
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<text><![CDATA[existing offers<br />]]></text>
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<text><![CDATA[and by creating electronic offers.<br />]]></text>
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<text><![CDATA[In the field of the creation of new offers,<br />]]></text>
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<text><![CDATA[we've been working, for the past 18 months, on a project named 'read and go',<br />]]></text>
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<text><![CDATA[which is a reading service - of the press<br />]]></text>
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<text><![CDATA[and of works, on a dedicated electronic terminal,<br />]]></text>
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<text><![CDATA[a new electronic terminal.<br />]]></text>
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<text><![CDATA[Recently, we decided to extend this project.<br />]]></text>
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<text><![CDATA[In fact, to all portable terminals,<br />]]></text>
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<text><![CDATA[whether they are mobile phones,<br />]]></text>
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<text><![CDATA[PCs, notebooks or other terminals.<br />]]></text>
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<text><![CDATA[And, in terms of paper -<br />]]></text>
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<text><![CDATA[since many of us<br />]]></text>
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<text><![CDATA[do still enjoy the smell of ink and paper<br />]]></text>
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<text><![CDATA[and are not quite ready to give it up,<br />]]></text>
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<text><![CDATA[we've carried out several different projects.<br />]]></text>
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<text><![CDATA[The first of these was the Book Prize,<br />]]></text>
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<text><![CDATA[the Orange Book Prize,<br />]]></text>
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<text><![CDATA[and the second, which we are about to describe to you in more detail today,<br />]]></text>
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<text><![CDATA[which is known as the hyperbook.<br />]]></text>
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<text><![CDATA[The hyperbook - what is it ?<br />]]></text>
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<text><![CDATA[The hyperbook is an original and unique example<br />]]></text>
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<text><![CDATA[of the  marriage<br />]]></text>
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<text><![CDATA[between publishing and new technologies,<br />]]></text>
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<text><![CDATA[which does not involve the dematerialization of the physical support.<br />]]></text>
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<text><![CDATA[On the contrary.<br />]]></text>
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<text><![CDATA[In fact, this is an enrichment to traditional reading from paper,<br />]]></text>
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<text><![CDATA[and in no way its replacement.<br />]]></text>
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<text><![CDATA[This is an increased reading service<br />]]></text>
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<text><![CDATA[and the paper format book is its remote control.<br />]]></text>
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<text><![CDATA[And we use new technologies<br />]]></text>
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<text><![CDATA[to enable access to content<br />]]></text>
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<text><![CDATA[which serves to enrich the reading experience.<br />]]></text>
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<text><![CDATA[For example, in the book 'le sens des choses'<br />]]></text>
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<text><![CDATA[by Jacques Attali,<br />]]></text>
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<text><![CDATA[which consists of a series of interviews with personalities,<br />]]></text>
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<text><![CDATA[you can, during the interview with Simone Weil<br />]]></text>
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<text><![CDATA[use a flashcode<br />]]></text>
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<text><![CDATA[or send a text to obtain complementary information.<br />]]></text>
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<text><![CDATA[For example, statistics about the representation of women<br />]]></text>
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<text><![CDATA[in the various parliaments of the world.<br />]]></text>
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<text><![CDATA[You can also access all this information that is complementary<br />]]></text>
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<text><![CDATA[to this enriched reading<br />]]></text>
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<text><![CDATA[online, through a hyperportal<br />]]></text>
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<text><![CDATA[on your computer at home.<br />]]></text>
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<text><![CDATA[And so, as you are reading the book<br />]]></text>
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<text><![CDATA[you can access new information at your own pace<br />]]></text>
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<text><![CDATA[whilst respecting your own creativity, your own imagination,<br />]]></text>
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<text><![CDATA[as a reader.<br />]]></text>
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<text><![CDATA[It really is an enriched reading experience which is unique,<br />]]></text>
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<text><![CDATA[and which has never been done before.<br />]]></text>
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<text><![CDATA[So, this really is a major first for us,<br />]]></text>
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<text><![CDATA[with Jacques Attali and his book 'le sens des choses',<br />]]></text>
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<text><![CDATA[published by Robert Laffont.<br />]]></text>
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<text><![CDATA[So what can I do with my mobile ?<br />]]></text>
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<text><![CDATA[To access the hyper-content,<br />]]></text>
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<text><![CDATA[it is in fact very simple.<br />]]></text>
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<text><![CDATA[When you read the book,<br />]]></text>
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<text><![CDATA[as you are reading,<br />]]></text>
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<text><![CDATA[you'll see the flashcodes which are in the margins of the book.<br />]]></text>
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<text><![CDATA[You can scan these flashcodes with your mobile,<br />]]></text>
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<text><![CDATA[and directly access videos and complementary information,<br />]]></text>
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<text><![CDATA[through your mobile.<br />]]></text>
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<text><![CDATA[For those who don't use flashcode on their mobiles,<br />]]></text>
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<text><![CDATA[you can also, quite simply, send an SMS.<br />]]></text>
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<text><![CDATA[In general it's the page number<br />]]></text>
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<text><![CDATA[which is used as code for the SMS<br />]]></text>
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<text><![CDATA[and you also have direct access to all this content.<br />]]></text>
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<text><![CDATA[You can also vote by SMS<br />]]></text>
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<text><![CDATA[or participate in forums, directly via your mobile<br />]]></text>
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<text><![CDATA[and send information,<br />]]></text>
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<text><![CDATA[questions, and answers via your mobile, directly.<br />]]></text>
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<text><![CDATA[Innovation has found its television.<br />]]></text>
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