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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
Robert E. Baensch
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
2/25
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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?
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
4/25
Customer and Information has changed
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
5/25
Digitaldisruption
to
Traditional
Book
Publishing
Aspublishersseektomaximizesalesand
reachthe
widest
possible
audience,
they
now
haveadditionalformatsandnewdistribution
opportunities
Whichleadstoexperimentssuchas:
eBook,onlinedelivery,mobiles
...allofwhichcomplementthephysical
formats
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
6/25
Digital
StrategyMarketing
AccountManagement
PiracyContent
Development
Infrastructure
Production
DigitalStrategyMix
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
10/25
10
ResearchandDevelop
Newchannels
LibrarySales
RetailSales
Mobile
Distribution,ChannelOpportunities
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
11/25
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
12/25
Marketing
Digital
Marketing
MediaMix
PublisherSite
SocialNetworks
PermissionMarketing
AdBuys
Widget/AppDevelopment
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
Shelfari Blogs
CreateBrand
Awareness
(Permission
Marketing,
Ad
Buys)
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
14/25
Production&Infrastructure
eBook,
eAudio
FLAC
.EPUBXML
DAM&Digital
Warehouse
PublisherControlled
Production Infrastructure
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
17/25
Wehavechoices
Businessasusual
Respondto
changes
Makethenecessarychanges
Downsizeto
save
costs
Or
PlantoGrow
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
18/25
NewImportant
Factors
in
our
Business
Environment
Dramaticandrapidchanges
Consolidationinthemarketplace
ComplexVariablesindifferentmarkets
Technologyinallpartsoftheinformationindustry
Technologyrapidly
changing
and
evolving
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
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
8/3/2019 Repro Leaders and Legends event - Future trends in publishing
25/25
Thankyou
Questions&
Answers
Discussion