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Planning and Investing in Digital Products

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Session from Commissioning and List Management course at the Publishing Training Centre

Session from Commissioning and List Management course at the Publishing Training Centre

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Planning and Investing in Digital Products Planning and Investing in Digital Products Presentation Transcript

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