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MCP Project 2
Agenda
Welcome and introduction
1. Background
2. Overview from 3 previous workshops
3. Case Study 1: Mercury Printeam
4. Case Study 2: Gale Thomson
5. Case Study 3: UQP
6. CAL Presentation
7. Small Group Discussion
MCP Project 4
Selection of segments
• The five selected market segments were chosen because they were thought to be most open to POD opportunities:
• Tertiary• Primary/Secondary education• Professional/Reference• Specialist/Niche
and• Out-of-print general books
1. Background
MCP Project 5
Project hypothesis based on market pull
The project posed the following hypothesis:
• By understanding end users’ purchasing patterns based on format outputs …
… the economics of production could be reconfigured to pull more product through the POD chain
1. Background
MCP Project 6
Initial project findings
• Consumers appeared to be fully satisfied with the current output format choices
• Content availability and content management emerged as the primary issues
• The project’s hypothesis was immediately called into question!
1. Background
MCP Project 7
Towards a new hypothesis
• It appears that technology push is a more powerful force than market pull
• There are three major sources of ‘friction’ to be addressed in relation to Multi-channel Publishing:• digital workflow friction• digital content aggregation friction• rights management friction
1. Background
MCP Project 8
POD, market pull & technology push
Market Pull or Push?
Digital workflowfriction
Printers Publishers interests
Rightsmanagement
frictionAuthors Publishers
interests
Digital content aggregation
frictionEnd Users Publishers
interests
•“findability”• accessibility• granulisation• validation
1. Background
MCP Project 9
Reflective questions
• In what ways might you take advantage of current trend in Multi-channel Publishing?
• How might the project make clearer the ways in which you could take advantage of these trends?
• In what ways can you imagine engaging with the emerging industry supply chain(s) outlined in this presentation?
1. Background
MCP Project 10
Today’s objectives
• All three Supply Chain Workshops focused on discussion around the dynamics of frictions within the book production supply chain
• The objective of today’s workshop is to identify and begin to develop strategies that might manage the forces of friction in order to maximise POD opportunities within each of the five market segments
1. Background
MCP Project 11
Today’s Objectives
Stage 1: Overview of workshop findings highlighting frictions
Stage 2: Presentations from four contributors to the digital book production supply chain, providing practical illustrations of how to deal with the frictions
Stage 3: Preliminary formulation of strategies to manage frictions and maximise POD opportunities
1. Background
MCP Project 13
Overview
• At each workshop,discussion of the frictions within the digital book production chain highlighted the need to develop a new industry infrastructure to maximise POD opportunities
• It also gave clues as to what form that infrastructure may take and the necessary supply chain reforms that need to be facilitated
2. Overview
MCP Project 14
Overview
• At all levels of the supply chain, the expressed preference is for focusing on core business activities
• At this stage there is little perceived commercial advantage in reform activities
What is necessary to motivate existing industry players to participate in supply chain reform and/or encourage new entrants to develop industry solutions?
2. Overview
MCP Project 15
Printer-based fulfillment Providers
Infrastructure for Order Fulfillment via POD Mass Content Customisation Market
Retailer
Corporation
Public Institution
Permissions & Payments
Infrastructure
Publishers(DAM)
Digital Asset Management
Content Management and File aggregation
End User
2. Overview
Content Aggregator (as required)
Aut
omat
ed P
erm
issi
ons
& P
aym
ents
Physical Order
Fulfillment Process Digital Workflow &
Content Management Friction
Rights Management Friction
Desktop printing
Online order fulfillment Providers
Online Order Fulfillment Process
MCP Project 16
Workflow frictionsPrinters Publishers• The shift within publishing from print to electronic
publishing is the key driver of digital workflow reform
• The required elements of reform are:• a shift from books as application files to books as
tagged content (digital repositories and file format and management systems are in their infancy)
• development of micro transaction systems that encompass all elements of the supply chain
• automated ordering, production scheduling and logistic fulfillment services
• business models which profitably remunerate content managers for storing digital files
2. Overview
MCP Project 17
Workflow frictionsPrinters PublishersWho has the interest, skills and investment capital
to enable digital workflow reform?Where will digital files reside and who should be
responsible for content management – printers or publishers or intermediate party?
Issues to bear in mind• In general, publishers are not engaging printers in
the process of undertaking workflow reform• There is clearly a need for greater cooperation
between printers and publishers• The short term market signals indicate that
intermediate parties may form to provide digital workflow solutions
2. Overview
MCP Project 18
Content aggregation frictionsEnd Users Publishers• Mass content customisation requires access
to “bits”
• To deliver this efficiently requires a seamless permissions and payments system, DOI numbering system and agreed protocols for data identification
• Underpinning this industry infrastructure there is also a need to develop new business models at institution or enterprise levels
2. Overview
MCP Project 19
What will encourage publishers to make ‘bits’ of content available and on what basis is this likely to happen?
What needs to be done to facilitate the uptake of DOI services?
Issues to bear in mind• Some publishers perceive that traditional
print offers the only “safe” way to protect the value of their content (this minimises their aspiration to invest in content management systems)
Content aggregation frictionsEnd Users Publishers
2. Overview
MCP Project 20
• Others perceive that offering their content for aggregation compromises their competitive position
• Are end user signals getting through to publishers regarding customisation of content?
Content aggregation frictionsEnd Users Publishers
2. Overview
MCP Project 21
Rights management frictionsAuthor Publishers• All parties within the chain understand that
POD requires more efficient permissions and payment systems
• Any rights management system has to deal with the inherent tension between a cultural view that content should be freely available and a commercial view that creators deserve a return for the use of their content
2. Overview
MCP Project 22
Rights management frictionsAuthor PublishersWhat kind of rights infrastructure would you
want to see emerging to support the POD/ content management industry?
How would you wish to access appropriate permissions and payments systems?
Issues to bear in mind:
• Australia has just established a DOI agency
• CAL and the NLA are discussing new forms of digital legal deposit
2. Overview
MCP Project 23
Rights management frictionsAuthor Publishers• Enhanced rights infrastructure might facilitate
new publishing opportunities
• For example, Australian academics require additional pathways to publish (this requires new forms of peer review)
2. Overview
MCP Project 29
Questions• What is necessary to motivate existing industry players to
participate in supply chain reform and/or encourage new entrants to develop industry solutions?
• Who has the interest, skills and investment capital to enable digital workflow reform?
• Where will digital files reside and who should be responsible for content management – printers or publishers or intermediate party?
• What will encourage publishers to make ‘bits’ of content available and on what basis is this likely to happen?
• What needs to be done to facilitate the uptake of DOI services?
• What kind of rights infrastructure would you want to see emerging to support the POD/content management industry?
• How would you wish to access appropriate permissions and payments systems?