Repro Leaders and Legends event - Future trends in publishing

8/3/2019 Repro Leaders and Legends event - Future trends in publishing

1/25

StrategicPlanningtoEnteraNewMarket

with

a

New

Digital

Information

Business

FutureTrendsinPublishing

New

Delhi,

India

[email protected]

Robert E. Baensch


2/25


3/25

Understandingthenewmarkets

How well do I know

my new customer?

How do I better communicate

with customers online?

How do I provide my

organization with actionable

business analytics?

Are the systems I need available

and is the information reliable?

Where do I order from to get the best solutions for digital publishing?

How many places do I go to get

bibliographic/sales/consumer

information?

Wheres my competitionoutperforming me and

where am I outperforming?


4/25

Customer and Information has changed


5/25

Digitaldisruption

to

Traditional

Book

Publishing

Aspublishersseektomaximizesalesand

reachthe

widest

possible

audience,

they

now

haveadditionalformatsandnewdistribution

opportunities

Whichleadstoexperimentssuchas:

eBook,onlinedelivery,mobiles

...allofwhichcomplementthephysical

formats


6/25

Digital

StrategyMarketing

AccountManagement

PiracyContent

Development

Infrastructure

Production

DigitalStrategyMix


7/25

NonMarketingDigitalStrategicObjectives

Production

XMLfirst

.EPUB

FLAC(Audio)

Infrastructure

DigitalAssetManagement(DAM)

Digital

Warehouse

Account

&

Title

Management

EmergingOpportunities

Managethesupplychain(as

needed)

Sales&Marketingcalls

Coordinatetitleconversion

Develop

Promotions

SalesValidation

Content

Development

Developenrichedcontentideas

Manageproduction

scheduleand

developerrelationship

Piracy

3rd PartyMonitoring

IndustryLobbying

Consumer

education


8/25

Game

App

based

on

the

book HBGmarketingcreatedafreegameappbasedonTHEMANSBOOK,whichhad1,000,000+

downloads.Inconjunctionwiththeauthor

createdapaidappofthetradebook

Usedapublicdomainstoryasanextra

fortheeBook AddedTHESINGLEMAN,byCharlesDickensto

DROODeBookasbonusmaterial

Linksto

fictional

websites

mentioned

innovel LinkedallwebsitesmentionedinTHE

SCARECROWandaddedauthorresearchphotos

toeBook

as

bonus

material

8

+Bonus

Material

Mobile

Web

Linked

ContentDevelopment


9/25

eReading Devices

9

DEDICATEDeREADERSSonyReaderAmazonKindle

Barnes&NobleNookKoboWink/India

Manymore

coming

MULTIPURPOSEeREADER DEVICESAppleiPad

Dell

Android

Streak

Moresoon:HPZeel Tablet

eREADERAPPSFORDEVICESKindleforiPhone,iPad,

Blackberry,AndroidNookforiPhone,BlackberryKobofor

iPhone,Android,Palm Moresoon


10/25

10

ResearchandDevelop

Newchannels

LibrarySales

RetailSales

Mobile

Distribution,ChannelOpportunities


11/25


12/25

Marketing

Digital

Marketing

MediaMix

PublisherSite

SocialNetworks

PermissionMarketing

AdBuys

Widget/AppDevelopment


13/25

MarketingDigitalStrategicObjectives

MobileAppDevelopment

Multipleplatforms:Apple,RIM,Android,

Symbian,

etc.Freevs.Paid

PublisherSite

Customerdataacquisition

Makeallassets

shareable

and

viral:

Video,Podcasts,Covers,Authorphotos,Reviews,ReadingGroupGuides,etc.

Social

Networks

Facebook,MySpace

Twitter

Shelfari Blogs

CreateBrand

Awareness

(Permission

Marketing,

Ad

Buys)


14/25

Production&Infrastructure

eBook,

eAudio

FLAC

.EPUBXML

DAM&Digital

Warehouse

PublisherControlled

Production Infrastructure


15/25

15

Challenges Opportunities Policingfilesharingsites,e.g.Scribd Attributor,Publishervigilance,Securitydue

diligence

XMLfirst

work

flow Re

educate

staff:

editors,

production,

operations

ValidatingandMonitoringsalesfromagrowing

listofaccounts

Auditingdigitalsalesstatements

Exploringrelationshipwithindependentsales

verificationvendors,encouraginganindustry

solution

VerifyingDRMschemas Independenttestingbysecurityexperts

Lossleaderpricepointstoconsumers($9.99) Enrichedcontent,createadiversedistribution

portfolio,take

tough

action,

be

willing

to

window

titlesonacasebycasebasisorbeoffsale

Encouragingamorecompetitivemarketplace Buildingadiverseandsecuredistributionportfolio

Tracking

territorial

rights

for

digital

resellers Exploring

relationship

with

independent

sales

verificationvendors,encouraginganindustry

solution

Summary


16/25

Managingchange

Thebasicsofchangemanagement:

Originates

at

the

top

of

the

organization

Consistentmessageaboutwhatandwhy

Deliver

education

about

the

importance

ofdigitalpublishingasthepresentandfuture

Ongoing

effort

with

the

people

who

need

tomakechangehappen


17/25

Wehavechoices

Businessasusual

Respondto

changes

Makethenecessarychanges

Downsizeto

save

costs

Or

PlantoGrow


18/25

NewImportant

Factors

in

our

Business

Environment

Dramaticandrapidchanges

Consolidationinthemarketplace

ComplexVariablesindifferentmarkets

Technologyinallpartsoftheinformationindustry

Technologyrapidly

changing

and

evolving


19/25

Thefine

art

of

being

prepared

Youcannotreducepublishingstrategiestoa

formula

Youcannotreducepublishingtoaprocess

Thegreater

the

range

of

futures

the

more

importanttodevelopalternativeplans

Focusonstrategiesasacentralconceptwith

continuallychanging circumstances

and

events

in

thedifferentlanguagespeaking/readingmarkets

uniqueforIndia


20/25

Strategy

vs.

StrategiesOnePlan vs. SeveralPlans

(A,B,

C

and

D)

Importanceofflexibility,changemanagement,speed

Beprepared

to

put

several

alternate

plans

into

action

Seizetheobviousbutalsotheunforeseeableopportunities

Goodstrategiesprepareproactiveactionsnotcrisismanagement


21/25

1

2

3

?

A Clear-Enough Future

A single forecast precise enoughfor determining strategy

Alternate Futures

A few discrete outcomes thatdefine the future

A Range of Futures A range of possible outcomes, but

no natural scenarios

True Ambiguity

No Basis to forecast the future


22/25

Fourmain

strategies

forgrowth

1.Present

publishing

programs

for

present

markets

2.Present

publishing

programs

for

new

markets

3.

New

publishing

programs

for

present

markets

4.Newpublishingprogramsfornewmarkets


23/25

Growth Strategies for

Publishing Programs

1

2 4

3

New

Markets

Present

Present New

1. Present Publishing programs in present markets

2. Present Publishing programs in new markets

3. New Publishing programs in present markets

4. New Publishing programs in new markets

Publishing Programs


24/25

Summary

Definingyour

customer

of

today

and

tomorrow

Definingthetechnologiesthatarerelevanttoyour

business

Definingdistributionandretailchannelsincluding

thenewdigitaldistributionplatforms/channels

Developingnew

goals

which

will

demand

new

strategies

Focuson

good

management,

good

people

and

good

publishingprograms

QualityContent istherealvalueforlongterm

success


25/25

Thankyou

Questions&

Answers

Discussion

Documents

Repro Leaders and Legends event - Future trends in publishing