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Planning and Investing in Digital Products Brad Scott Publishing Training Centre 23 March 2010
www.brambletye-publishing.co.uk Aims of this session <ul><ul><li>To give broad overview of the shape of digital publishing...
www.brambletye-publishing.co.uk Topics <ul><ul><li>Product types </li></ul></ul><ul><ul><li>Business models </li></ul></ul...
www.brambletye-publishing.co.uk Brad Scott <ul><ul><li>1990-2001: Routledge: Digital publisher </li></ul></ul><ul><ul><li>...
www.brambletye-publishing.co.uk Brad Scott <ul><ul><li>Digital publisher </li></ul></ul><ul><ul><li>Project management, da...
www.brambletye-publishing.co.uk Brad Scott <ul><ul><li>Data consulting, project planning </li></ul></ul><ul><ul><ul><li>Ox...
www.brambletye-publishing.co.uk Digital Publishing <ul><ul><li>Publishing conglomerates </li></ul></ul><ul><ul><ul><li>Cap...
www.brambletye-publishing.co.uk Digital Publishing <ul><ul><li>60% of publishers had less than 10% of revenue from digital...
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><ul><li>We are all digital publishers now </li></ul></ul>
www.brambletye-publishing.co.uk Varieties of digital publishing
www.brambletye-publishing.co.uk Varieties of digital publishing
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><ul><li>No single delivery method </li></ul></ul><ul><...
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><ul><li>Aggregators </li></ul></ul><ul><ul><ul><li>Low...
www.brambletye-publishing.co.uk Varieties of digital publishing
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><ul><li>Ebooks </li></ul></ul><ul><ul><ul><li>Books re...
www.brambletye-publishing.co.uk Varieties of digital publishing Ebooks:
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Ebooks: </li></ul><ul><li>Very rapid change in dev...
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Ebook take-up </li></ul><ul><li>“ Four percent of ...
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Ebook platforms </li></ul><ul><ul><li>Credo Refere...
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Dawsonera </li></ul><ul><ul><li>PDF transformation...
www.brambletye-publishing.co.uk Varieties of digital publishing
www.brambletye-publishing.co.uk Varieties of digital publishing
www.brambletye-publishing.co.uk Varieties of digital publishing
www.brambletye-publishing.co.uk Varieties of digital publishing
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Audio content </li></ul><ul><li>Themed collection ...
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Single platform: multiple sites </li></ul><ul><ul>...
www.brambletye-publishing.co.uk Varieties of digital publishing Book + Multiple choice questions
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>User modifications </li></ul>
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Linking </li></ul>
www.brambletye-publishing.co.uk Varieties of digital publishing
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Apps </li></ul><ul><li>iPhone, Google’s Android OS...
www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Augmented reality </li></ul>
www.brambletye-publishing.co.uk Revenue generation <ul><ul><li>Sell product outright </li></ul></ul><ul><ul><li>Sell subsc...
www.brambletye-publishing.co.uk Revenue generation <ul><ul><li>Free with premium paid-for service </li></ul></ul><ul><ul><...
www.brambletye-publishing.co.uk Revenue generation <ul><ul><li>Cory Doctorow  With a Little Help </li></ul></ul><ul><ul><u...
www.brambletye-publishing.co.uk Delivering digital products Components of Digital Products
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Data </li></ul></ul><ul><ul><li>Hardware </li></ul...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Data </li></ul></ul><ul><ul><ul><li>Articles/chapt...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Access control </li></ul></ul><ul><ul><ul><li>Fund...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Integrating with other systems </li></ul></ul><ul>...
<ul><li>XML Last Workflow </li></ul>www.brambletye-publishing.co.uk Delivering digital products
<ul><li>XML First Workflow </li></ul>www.brambletye-publishing.co.uk Delivering digital products
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Discovery </li></ul></ul><ul><ul><ul><li>Google </...
www.brambletye-publishing.co.uk Delivering digital products Costing digital products
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Data </li></ul></ul><ul><ul><li>Consultancy </li><...
www.brambletye-publishing.co.uk Delivering digital products
www.brambletye-publishing.co.uk Delivering digital products Planning digital products
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Process </li></ul></ul><ul><ul><ul><li>Initial pla...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Initial planning </li></ul></ul><ul><ul><ul><li>Bu...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Strategic objectives? </li></ul></ul><ul><ul><ul><...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Project team </li></ul></ul><ul><ul><ul><li>Publis...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>In-house or outsource </li></ul></ul><ul><ul><ul><...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Tendering </li></ul></ul><ul><ul><ul><li>Request f...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Design phase </li></ul></ul><ul><ul><ul><li>Requir...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Content creation </li></ul></ul><ul><ul><ul><li>In...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Development/implementation </li></ul></ul><ul><ul>...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Development/implementation </li></ul></ul><ul><ul>...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Development/implementation </li></ul></ul><ul><ul>...
www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Sales and Marketing </li></ul></ul><ul><ul><li>Mai...
www.brambletye-publishing.co.uk Some challenges <ul><ul><li>Skill base </li></ul></ul><ul><ul><li>Data </li></ul></ul><ul>...
www.brambletye-publishing.co.uk New skills and roles <ul><ul><li>Information architect </li></ul></ul><ul><ul><li>Project ...
www.brambletye-publishing.co.uk Reading <ul><ul><li>Tools of Change for Publishing.  http://toc.oreilly.com/   </li></ul><...
www.brambletye-publishing.co.uk Other Information <ul><ul><li>Journal of Electronic Publishing  ( http://www.journalofelec...
www.brambletye-publishing.co.uk Thank you [email_address] 07939 226364
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Planning and Investing in Digital Products

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Transcript of "Planning and Investing in Digital Products"

  1. 1. Planning and Investing in Digital Products Brad Scott Publishing Training Centre 23 March 2010
  2. 2. www.brambletye-publishing.co.uk Aims of this session <ul><ul><li>To give broad overview of the shape of digital publishing </li></ul></ul><ul><ul><li>To outline the options for generating revenue </li></ul></ul><ul><ul><li>To illustrate some of the issues and challenges in planning, costing and delivering products </li></ul></ul>
  3. 3. www.brambletye-publishing.co.uk Topics <ul><ul><li>Product types </li></ul></ul><ul><ul><li>Business models </li></ul></ul><ul><ul><li>Planning and delivering digital products </li></ul></ul>
  4. 4. www.brambletye-publishing.co.uk Brad Scott <ul><ul><li>1990-2001: Routledge: Digital publisher </li></ul></ul><ul><ul><li>2001-2008: Semantico: Account director </li></ul></ul><ul><ul><li>2008-present: Consulting </li></ul></ul>
  5. 5. www.brambletye-publishing.co.uk Brad Scott <ul><ul><li>Digital publisher </li></ul></ul><ul><ul><li>Project management, data, marketing plan </li></ul></ul><ul><ul><ul><li>Arden Shakespeare </li></ul></ul></ul><ul><ul><ul><li>Wellesley Index to Victorian Periodicals </li></ul></ul></ul><ul><ul><ul><li>Projects with UK National Archives </li></ul></ul></ul>
  6. 6. www.brambletye-publishing.co.uk Brad Scott <ul><ul><li>Data consulting, project planning </li></ul></ul><ul><ul><ul><li>Oxford University Press </li></ul></ul></ul><ul><ul><ul><li>Modern Language Association </li></ul></ul></ul><ul><ul><ul><li>Wiley-Blackwell </li></ul></ul></ul><ul><ul><ul><li>Cambridge University Press </li></ul></ul></ul><ul><ul><ul><li>Taylor & Francis </li></ul></ul></ul><ul><ul><ul><li>Palgrave Macmillan </li></ul></ul></ul><ul><ul><ul><li>Brill NV </li></ul></ul></ul>
  7. 7. www.brambletye-publishing.co.uk Digital Publishing <ul><ul><li>Publishing conglomerates </li></ul></ul><ul><ul><ul><li>Capitalist commoditization of 'content' </li></ul></ul></ul><ul><ul><li>+ Digital technologies (especially the web) </li></ul></ul><ul><ul><ul><li>Potential for democratic access, creation, participation </li></ul></ul></ul><ul><ul><li>= Tension </li></ul></ul>
  8. 8. www.brambletye-publishing.co.uk Digital Publishing <ul><ul><li>60% of publishers had less than 10% of revenue from digital in 2009 </li></ul></ul><ul><ul><li>Huge variety across sectors </li></ul></ul>
  9. 9. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><ul><li>We are all digital publishers now </li></ul></ul>
  10. 10. www.brambletye-publishing.co.uk Varieties of digital publishing
  11. 11. www.brambletye-publishing.co.uk Varieties of digital publishing
  12. 12. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><ul><li>No single delivery method </li></ul></ul><ul><ul><ul><li>Different services types/user technologies </li></ul></ul></ul><ul><ul><li>Aggregators </li></ul></ul><ul><ul><li>Ebooks </li></ul></ul><ul><ul><li>Content collections, databases, journals </li></ul></ul><ul><ul><li>Supporting services </li></ul></ul><ul><ul><li>Mobiles/PDA </li></ul></ul><ul><ul><li>Apps </li></ul></ul>
  13. 13. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><ul><li>Aggregators </li></ul></ul><ul><ul><ul><li>Low risk for licensing publishers </li></ul></ul></ul><ul><ul><ul><li>Low return </li></ul></ul></ul><ul><ul><ul><li>Ovid (hundreds of journals, databases, books) </li></ul></ul></ul><ul><ul><ul><li>CSA/ProQuest </li></ul></ul></ul><ul><ul><ul><li>Credo (Xrefer) </li></ul></ul></ul><ul><ul><ul><li>And Google... </li></ul></ul></ul>
  14. 14. www.brambletye-publishing.co.uk Varieties of digital publishing
  15. 15. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><ul><li>Ebooks </li></ul></ul><ul><ul><ul><li>Books read using a portable device </li></ul></ul></ul><ul><ul><ul><li>Books delivered as pdfs online (myiLibrary, ebrary, Dawson era or Cambridge Collections Online) </li></ul></ul></ul><ul><ul><ul><li>Any digital book content </li></ul></ul></ul>
  16. 16. www.brambletye-publishing.co.uk Varieties of digital publishing Ebooks:
  17. 17. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Ebooks: </li></ul><ul><li>Very rapid change in devices </li></ul><ul><li>Formats: Adobe, epub, MS Lit, mobipocket, Kindle, BBeB, OEB, DX </li></ul><ul><li>Impact on print sales? </li></ul><ul><li>But, ebooks are no longer a nice to have </li></ul>
  18. 18. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Ebook take-up </li></ul><ul><li>“ Four percent of British have read an e-book” </li></ul><ul><li>US publishing net sales 2008 = $24.3 billion </li></ul><ul><li>US ebooks $113 million 2008 up 68.4% = 0.5% of turnover </li></ul><ul><li>T&F: 22,000 titles = 10% total turnover </li></ul>
  19. 19. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Ebook platforms </li></ul><ul><ul><li>Credo Reference </li></ul></ul><ul><ul><li>EBL </li></ul></ul><ul><ul><li>MyiLibrary </li></ul></ul><ul><ul><li>NetLibrary </li></ul></ul><ul><ul><li>ebrary </li></ul></ul><ul><ul><li>Dawson era </li></ul></ul>
  20. 20. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Dawsonera </li></ul><ul><ul><li>PDF transformations, slicing, encryption, watermarking </li></ul></ul><ul><ul><li>DRM ebook delivery platform </li></ul></ul><ul><ul><li>Flexible business rules </li></ul></ul><ul><ul><li>Metered usage </li></ul></ul><ul><ul><li>eCommerce integration </li></ul></ul>
  21. 21. www.brambletye-publishing.co.uk Varieties of digital publishing
  22. 22. www.brambletye-publishing.co.uk Varieties of digital publishing
  23. 23. www.brambletye-publishing.co.uk Varieties of digital publishing
  24. 24. www.brambletye-publishing.co.uk Varieties of digital publishing
  25. 25. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Audio content </li></ul><ul><li>Themed collection </li></ul>
  26. 26. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Single platform: multiple sites </li></ul><ul><ul><li>ORO Core </li></ul></ul><ul><ul><li>ORO Premium </li></ul></ul><ul><ul><li>Syndication </li></ul></ul><ul><ul><li>Digital Reference Shelf </li></ul></ul>
  27. 27. www.brambletye-publishing.co.uk Varieties of digital publishing Book + Multiple choice questions
  28. 28. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>User modifications </li></ul>
  29. 29. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Linking </li></ul>
  30. 30. www.brambletye-publishing.co.uk Varieties of digital publishing
  31. 31. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Apps </li></ul><ul><li>iPhone, Google’s Android OS, a Blackberry or other PDA </li></ul><ul><li>150,000 apps on iStore, 2bn downloads </li></ul>
  32. 32. www.brambletye-publishing.co.uk Varieties of digital publishing <ul><li>Augmented reality </li></ul>
  33. 33. www.brambletye-publishing.co.uk Revenue generation <ul><ul><li>Sell product outright </li></ul></ul><ul><ul><li>Sell subscription (individual, institution) </li></ul></ul><ul><ul><li>Pay per view </li></ul></ul><ul><ul><li>Metered (timed) access </li></ul></ul><ul><ul><li>Sell advertising space </li></ul></ul><ul><ul><li>Syndicate/license content </li></ul></ul>
  34. 34. www.brambletye-publishing.co.uk Revenue generation <ul><ul><li>Free with premium paid-for service </li></ul></ul><ul><ul><li>Sell supporting materials </li></ul></ul><ul><ul><li>Give it away to support an (expensive) event </li></ul></ul><ul><ul><li>Get authors to pay (or comment) </li></ul></ul><ul><ul><li>Free/donations </li></ul></ul>
  35. 35. www.brambletye-publishing.co.uk Revenue generation <ul><ul><li>Cory Doctorow With a Little Help </li></ul></ul><ul><ul><ul><li>Self publishing </li></ul></ul></ul><ul><ul><ul><li>Free for download and audio </li></ul></ul></ul><ul><ul><ul><li>Lulu.com for hard copies </li></ul></ul></ul><ul><ul><ul><li>+ ask for donation </li></ul></ul></ul><ul><ul><ul><li>Requires community support </li></ul></ul></ul>
  36. 36. www.brambletye-publishing.co.uk Delivering digital products Components of Digital Products
  37. 37. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Data </li></ul></ul><ul><ul><li>Hardware </li></ul></ul><ul><ul><li>Software </li></ul></ul><ul><ul><li>Access control / Digital Rights Management </li></ul></ul><ul><ul><li>Integration with other systems </li></ul></ul><ul><ul><li>Discovery </li></ul></ul>
  38. 38. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Data </li></ul></ul><ul><ul><ul><li>Articles/chapters/books </li></ul></ul></ul><ul><ul><ul><li>Classification/taxonomy </li></ul></ul></ul><ul><ul><ul><li>Metadata (publisher info / DOIs / SEO) </li></ul></ul></ul><ul><ul><ul><li>Images/video/sound </li></ul></ul></ul><ul><ul><ul><li>Exams and test data </li></ul></ul></ul><ul><ul><ul><li>Statistics </li></ul></ul></ul><ul><ul><ul><li>Button text etc (internationalised content) </li></ul></ul></ul><ul><ul><ul><li>User-generated content </li></ul></ul></ul>
  39. 39. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Access control </li></ul></ul><ul><ul><ul><li>Fundamental part of online publishing infrastructure </li></ul></ul></ul><ul><ul><ul><li>Who/what/when </li></ul></ul></ul><ul><ul><ul><li>Credentials </li></ul></ul></ul><ul><ul><ul><li>Statistics </li></ul></ul></ul>
  40. 40. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Integrating with other systems </li></ul></ul><ul><ul><ul><li>Order processing </li></ul></ul></ul><ul><ul><ul><li>eCommerce </li></ul></ul></ul><ul><ul><ul><li>Editorial workflow </li></ul></ul></ul><ul><ul><ul><li>Royalties and financial </li></ul></ul></ul><ul><ul><ul><li>Corporate website </li></ul></ul></ul>
  41. 41. <ul><li>XML Last Workflow </li></ul>www.brambletye-publishing.co.uk Delivering digital products
  42. 42. <ul><li>XML First Workflow </li></ul>www.brambletye-publishing.co.uk Delivering digital products
  43. 43. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Discovery </li></ul></ul><ul><ul><ul><li>Google </li></ul></ul></ul><ul><ul><ul><li>Yahoo </li></ul></ul></ul><ul><ul><ul><li>Microsoft </li></ul></ul></ul><ul><ul><ul><li>Federated search/Metasearch </li></ul></ul></ul><ul><ul><ul><li>Metadata harvesting </li></ul></ul></ul><ul><ul><ul><li>Search Engine Optimisation </li></ul></ul></ul>
  44. 44. www.brambletye-publishing.co.uk Delivering digital products Costing digital products
  45. 45. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Data </li></ul></ul><ul><ul><li>Consultancy </li></ul></ul><ul><ul><li>Hardware </li></ul></ul><ul><ul><li>Software development and licences </li></ul></ul><ul><ul><li>Hosting </li></ul></ul><ul><ul><li>Support and maintenance </li></ul></ul><ul><ul><li>Other internal resource </li></ul></ul><ul><ul><li>Depreciation and capital expenditure </li></ul></ul>
  46. 46. www.brambletye-publishing.co.uk Delivering digital products
  47. 47. www.brambletye-publishing.co.uk Delivering digital products Planning digital products
  48. 48. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Process </li></ul></ul><ul><ul><ul><li>Initial planning and product conception </li></ul></ul></ul><ul><ul><ul><li>Project team </li></ul></ul></ul><ul><ul><ul><li>In-house or outsource? </li></ul></ul></ul><ul><ul><ul><li>Tendering </li></ul></ul></ul><ul><ul><ul><li>Design phase </li></ul></ul></ul><ul><ul><ul><li>Content creation </li></ul></ul></ul><ul><ul><ul><li>Development/implementation </li></ul></ul></ul><ul><ul><ul><li>Sales and marketing </li></ul></ul></ul><ul><ul><ul><li>Post launch </li></ul></ul></ul>
  49. 49. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Initial planning </li></ul></ul><ul><ul><ul><li>Business goals and strategy </li></ul></ul></ul><ul><ul><ul><li>Why do it at all? Benefits to customer </li></ul></ul></ul><ul><ul><ul><li>Market analysis: different competitors compared with print </li></ul></ul></ul><ul><ul><ul><li>Data analysis, risk analysis, focus groups </li></ul></ul></ul><ul><ul><ul><li>Target platform: online; mobile; accessibility </li></ul></ul></ul><ul><ul><ul><li>Can you do it? Company capabilities </li></ul></ul></ul><ul><ul><ul><li>Approvals process & success criteria </li></ul></ul></ul>
  50. 50. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Strategic objectives? </li></ul></ul><ul><ul><ul><li>Ensure financial stability </li></ul></ul></ul><ul><ul><ul><li>Engage with customer via the media they want </li></ul></ul></ul><ul><ul><ul><li>Separate commissioning and creation of content from presentation </li></ul></ul></ul><ul><ul><ul><li>Deliver and disseminate content faster </li></ul></ul></ul><ul><ul><ul><li>Enable re-use of content </li></ul></ul></ul><ul><ul><ul><li>Focus editorial resource on services rather than products </li></ul></ul></ul><ul><ul><ul><li>Streamline workflows </li></ul></ul></ul>
  51. 51. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Project team </li></ul></ul><ul><ul><ul><li>Publisher </li></ul></ul></ul><ul><ul><ul><ul><li>Project sponsor </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Data/Production </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Project manager </li></ul></ul></ul></ul><ul><ul><ul><li>Developer </li></ul></ul></ul><ul><ul><ul><ul><li>Account manager </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Project manager </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Lead developer </li></ul></ul></ul></ul>
  52. 52. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>In-house or outsource </li></ul></ul><ul><ul><ul><li>What is required? </li></ul></ul></ul><ul><ul><ul><li>Get advice </li></ul></ul></ul><ul><ul><ul><li>Are skills available? </li></ul></ul></ul><ul><ul><ul><li>Strategic planning: mixture of outsourcing and in-house activities </li></ul></ul></ul>
  53. 53. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Tendering </li></ul></ul><ul><ul><ul><li>Request for Proposals (RPF) </li></ul></ul></ul><ul><ul><ul><li>Vendors supply response </li></ul></ul></ul><ul><ul><ul><li>Presentations and demonstrations </li></ul></ul></ul><ul><ul><ul><li>Vendor selection </li></ul></ul></ul>
  54. 54. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Design phase </li></ul></ul><ul><ul><ul><li>Requirements gathering </li></ul></ul></ul><ul><ul><ul><li>Deliverables </li></ul></ul></ul><ul><ul><ul><ul><li>Information architecture </li></ul></ul></ul></ul><ul><ul><ul><ul><li>User-focussed design </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Specification </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Costs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Schedule </li></ul></ul></ul></ul>
  55. 55. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Content creation </li></ul></ul><ul><ul><ul><li>Incorporating digital content should fundamentally alter the production process </li></ul></ul></ul><ul><ul><ul><li>New content types: Quality Assurance (QA) </li></ul></ul></ul>
  56. 56. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Development/implementation </li></ul></ul><ul><ul><ul><li>Development contract </li></ul></ul></ul><ul><ul><ul><ul><li>Fixed price or time and materials </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Deliverables </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Site specification </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Costs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Schedule </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Hosting </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Support </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Change process </li></ul></ul></ul></ul>
  57. 57. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Development/implementation </li></ul></ul><ul><ul><ul><li>System design and planning </li></ul></ul></ul><ul><ul><ul><ul><li>Information architecture, User Interface (UI) design, graphic design, technical design </li></ul></ul></ul></ul><ul><ul><ul><li>System implementation, deployment, testing </li></ul></ul></ul><ul><ul><ul><ul><li>Iterative development, project management, User Acceptance Testing (UAT) </li></ul></ul></ul></ul>
  58. 58. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Development/implementation </li></ul></ul><ul><ul><ul><li>Iterative development </li></ul></ul></ul><ul><ul><ul><ul><li>Regular releases for early client visibility and feedback </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Converge on client requirements over development life-cycle </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Quality assessment at the core of development </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Continuous measurement of project process and quality </li></ul></ul></ul></ul><ul><ul><ul><ul><li>User testing throughout development </li></ul></ul></ul></ul>
  59. 59. www.brambletye-publishing.co.uk Delivering digital products <ul><ul><li>Sales and Marketing </li></ul></ul><ul><ul><li>Maintain and update </li></ul></ul><ul><ul><li>System support </li></ul></ul><ul><ul><ul><li>Dedicated support team to cope with availability issues both in and out of normal office hours </li></ul></ul></ul><ul><ul><li>Site maintenance </li></ul></ul><ul><ul><ul><li>New features, data revisions, enhancements and bug fixes </li></ul></ul></ul>
  60. 60. www.brambletye-publishing.co.uk Some challenges <ul><ul><li>Skill base </li></ul></ul><ul><ul><li>Data </li></ul></ul><ul><ul><li>User-centred design </li></ul></ul><ul><ul><li>User-generated content and social networking </li></ul></ul><ul><ul><li>Management </li></ul></ul><ul><ul><li>Routes to market </li></ul></ul>
  61. 61. www.brambletye-publishing.co.uk New skills and roles <ul><ul><li>Information architect </li></ul></ul><ul><ul><li>Project manager </li></ul></ul><ul><ul><li>Digital library sales manager </li></ul></ul><ul><ul><li>User experience designer/tester </li></ul></ul><ul><ul><li>Discoverability/SEO/taxonomist </li></ul></ul><ul><ul><li>Social media manager </li></ul></ul>
  62. 62. www.brambletye-publishing.co.uk Reading <ul><ul><li>Tools of Change for Publishing. http://toc.oreilly.com/ </li></ul></ul><ul><ul><li>The Bookseller: http://www.thebookseller.com </li></ul></ul><ul><ul><li>STM: http://www.stm-assoc.org/ </li></ul></ul><ul><ul><li>The discovery blog: http://blogs.semantico.com/discovery-blog/ </li></ul></ul><ul><ul><li>Institute for the Future of the Book: http://www.futureofthebook.org/ </li></ul></ul><ul><ul><li>Joe Wikert's Publishing 2020 Blog http://jwikert.typepad.com/ </li></ul></ul><ul><ul><li>ReadWriteWeb: http://www.readwriteweb.com/ “a blog that provides analysis of web products and trends” </li></ul></ul>
  63. 63. www.brambletye-publishing.co.uk Other Information <ul><ul><li>Journal of Electronic Publishing ( http://www.journalofelectronicpublishing.org/ ) </li></ul></ul><ul><ul><li>Information World Review: http://www.iwr.co.uk/ </li></ul></ul><ul><ul><li>Kasdorf, William E. (ed) The Columbia Guide to Digital Publishing 2003 </li></ul></ul><ul><ul><li>eConsultancy blog: http://econsultancy.com/blog </li></ul></ul><ul><ul><li>Online Information at Olympia (1-3 December) http://www.online-information.co.uk/ </li></ul></ul>
  64. 64. www.brambletye-publishing.co.uk Thank you [email_address] 07939 226364

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