George Papanagiotou is the co-founder and managing director of thinking, where, since 2009, he develops and manages technology and design projects for publishers and cultural organisations, supporting their digital transition. His main fields of interest are the development of new digital products and services for the book industry, the digital reading experience (RX), and new publishing business models. In the last two years, thinking has participated as a leading partner in “Book-in-Browser”, a research and innovation project funded by the Greek GSRT, developing an experimental online book platform that offers a sophisticated reading experience (RX) with contextual tools, rich metadata, and a user-friendly interface.