Foto de Alicia Martín: http://www.trinta.net/artista.php?id=42
Why Amazon, Apple, Google, Microsoft, etc.are interested in your business?
Because they believe that there are hugebusiness opportunities in digital education
Rationale behind B&N / Microsoft operationEstimated potential value of education market in the USA                Valued a...
Impact of their arrival in the STM market     Accelerate the demand for digital content
Predatory pricing strategy
and great online services
How to compete against them?   Must innovate new services, processes, technologies, etc.
Publishers must embrace innovation as aservice to their customers  “Innovation is the creation of better or more effective...
Users are more willing to pay for servicesthan for content
What do I mean by services?     Fragmentation of content     Self-publishing services     Recommendations systems based...
From a unit sale and license business modelto a fragmented one
Must offer “Slice & remix” services
Create your own materials – Remix contenthttp://academicpub.sharedbook.com/academicpub/
Platforms to sell fragmented contenthttp://www.comunicacion-cultural.com/2010/04/27/lectura-de-contenidos-fragmentados/
Growing demand of fragmented contentNew reading and writing habits USD1,12 million in just 3 months
Develop technologies that fragment contenthttp://www.comunicacion-cultural.com/2012/06/14/citia-reinventando-la-forma-de-l...
Embrace self-publishingDo not ignored it- Don’t make the same mistake the trade sector did
Wolters Kluwer is allready in the game
Amazon Education KDP and textbook rentals
Apple is creating the tools for teachers
As well as MS and Google
And oustanding “outsiders”http://www.inkling.com/
Impact of open access, fragmented books and selfpublishing
More content = less visibility of your products
Must invest in discoverability services
Today we search for books this way
Tomorrow (today) we will search this way    400% increase in web searches via smartphonesSearch is done at point of sale (...
Is your website mobile friendly? Do you know how many readers access your site via mobile devices?
Add QR codes and NFC chips to your content                                Beyond promotional use, inteligent e-commercehtt...
Before: More information about the book / author
Now: Borrow / buy the digital version of the book
Beyond the purchase variable“Customers who bought this book also bought…”
Shared reading (education) will helpstudents discover new content
Tecnologies that discover you otherstudents with same needs / problems
Discover other books within a book
From a text based world to a morevisual learning environment
Need to provide visual discoveries = satisfaction rate
Invest in new ways to explain knowledgehttp://www.comunicacion-cultural.com/2011/12/14/cowbird-herramienta-colaborativa-pa...
Images that talk to us http://www.fotobabble.com/
Discover new books via note sharinghttp://www.comunicacion-cultural.com/2011/11/03/todas-las-notas-y-parrafos-de-interes-e...
Working groups within the textbookhttp://www.youtube.com/watch?v=4WeSSoDBcuw&feature=youtu.be
Different discoverability doors into theworld of knowledge
What do all these technologies havein common?
Metadata beyond articles and books  Metadata to link images, tables, fragmented content,  user generated content, behaviou...
Impact of metadata in saleshttp://www.nielsenbookdata.co.uk/uploads/3971_Nielsen_Metadata_white_paper_A4%281%29.pdf
Must add enriched metada fieldsShort description, long description, review / comments y author bio
Competitive advantage in the XX
Competitive advantage in the XXI century       Data mining and management
Your e-book is reading youhttp://online.wsj.com/article/SB10001424052702304870304577490950051438304.html?KEYWORDS=amazon
In the digital economy, you must know your clientbehaviour to service their needs                            http://www.fl...
Day / hour of the week discoverability takes place
Day / time book purchase
Learning behaviour in an Android device
Learning behaviour in an iPad
Mixed readings
Must track & analyze social reading practices
To provide services based on REALsatisfaction and needs (demands)                           http://www.flickr.com/photos/4...
Dynamic pricing strategy         Based on offer / demand        No longer annual contracts
Dynamically priced ebookstore
To compete with Amazon, Apple, Google, etc       Economies of scale are very important
Do not work in silos
Must share resources & effortshttp://www.comunicacion-cultural.com/2012/05/16/educacion-compartida-para-la-era-digital/
Create an alternative open ecosystem  DRM free platform with all formats
Pottermore case        DRM free, all languages, export
New digital export opportunities          Internet has no frontiers
Think about technology as a service
But to compete in the digital age,you need a tech partner
Grazie mille / Thank youJavier Celaya jcelaya@dosdoce.com Tel: +34.606.367.708    Web: www.dosdoce.com Twitter: @javiercel...
Is Pricing Going to Be the First Issue in the Competition with New Players?
Is Pricing Going to Be the First Issue in the Competition with New Players?
Upcoming SlideShare
Loading in...5
×

Is Pricing Going to Be the First Issue in the Competition with New Players?

946

Published on

Javier Celaya warns STM publishers about a different competition coming from new players. Is pricing going to be the first issue?

Published in: Business, Technology, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
946
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Is Pricing Going to Be the First Issue in the Competition with New Players?

  1. 1. Foto de Alicia Martín: http://www.trinta.net/artista.php?id=42
  2. 2. Why Amazon, Apple, Google, Microsoft, etc.are interested in your business?
  3. 3. Because they believe that there are hugebusiness opportunities in digital education
  4. 4. Rationale behind B&N / Microsoft operationEstimated potential value of education market in the USA Valued at 1,7 billion USD Twice the value of B&N
  5. 5. Impact of their arrival in the STM market Accelerate the demand for digital content
  6. 6. Predatory pricing strategy
  7. 7. and great online services
  8. 8. How to compete against them? Must innovate new services, processes, technologies, etc.
  9. 9. Publishers must embrace innovation as aservice to their customers “Innovation is the creation of better or more effective products, processes, services, technologies, or ideas…”
  10. 10. Users are more willing to pay for servicesthan for content
  11. 11. What do I mean by services?  Fragmentation of content  Self-publishing services  Recommendations systems based on real affinities rather than purchase  Perpetual access to reader’s comments and aggregated notes  Access to knowledge communities  Track record of purchase history  Reading behaviour feedback  Assessment and evaluation tools
  12. 12. From a unit sale and license business modelto a fragmented one
  13. 13. Must offer “Slice & remix” services
  14. 14. Create your own materials – Remix contenthttp://academicpub.sharedbook.com/academicpub/
  15. 15. Platforms to sell fragmented contenthttp://www.comunicacion-cultural.com/2010/04/27/lectura-de-contenidos-fragmentados/
  16. 16. Growing demand of fragmented contentNew reading and writing habits USD1,12 million in just 3 months
  17. 17. Develop technologies that fragment contenthttp://www.comunicacion-cultural.com/2012/06/14/citia-reinventando-la-forma-de-leer/
  18. 18. Embrace self-publishingDo not ignored it- Don’t make the same mistake the trade sector did
  19. 19. Wolters Kluwer is allready in the game
  20. 20. Amazon Education KDP and textbook rentals
  21. 21. Apple is creating the tools for teachers
  22. 22. As well as MS and Google
  23. 23. And oustanding “outsiders”http://www.inkling.com/
  24. 24. Impact of open access, fragmented books and selfpublishing
  25. 25. More content = less visibility of your products
  26. 26. Must invest in discoverability services
  27. 27. Today we search for books this way
  28. 28. Tomorrow (today) we will search this way 400% increase in web searches via smartphonesSearch is done at point of sale (bookstores, libraries, etc.) Results are shared in Social Networks 44% europeans have smartphone / devices
  29. 29. Is your website mobile friendly? Do you know how many readers access your site via mobile devices?
  30. 30. Add QR codes and NFC chips to your content Beyond promotional use, inteligent e-commercehttp://www.dosdoce.com/articulo/opinion/3754/comercio-electronico-movil/
  31. 31. Before: More information about the book / author
  32. 32. Now: Borrow / buy the digital version of the book
  33. 33. Beyond the purchase variable“Customers who bought this book also bought…”
  34. 34. Shared reading (education) will helpstudents discover new content
  35. 35. Tecnologies that discover you otherstudents with same needs / problems
  36. 36. Discover other books within a book
  37. 37. From a text based world to a morevisual learning environment
  38. 38. Need to provide visual discoveries = satisfaction rate
  39. 39. Invest in new ways to explain knowledgehttp://www.comunicacion-cultural.com/2011/12/14/cowbird-herramienta-colaborativa-para-contar-historias/
  40. 40. Images that talk to us http://www.fotobabble.com/
  41. 41. Discover new books via note sharinghttp://www.comunicacion-cultural.com/2011/11/03/todas-las-notas-y-parrafos-de-interes-en-un-unico-lugar-con-findings/
  42. 42. Working groups within the textbookhttp://www.youtube.com/watch?v=4WeSSoDBcuw&feature=youtu.be
  43. 43. Different discoverability doors into theworld of knowledge
  44. 44. What do all these technologies havein common?
  45. 45. Metadata beyond articles and books Metadata to link images, tables, fragmented content, user generated content, behavioural analytics, etc
  46. 46. Impact of metadata in saleshttp://www.nielsenbookdata.co.uk/uploads/3971_Nielsen_Metadata_white_paper_A4%281%29.pdf
  47. 47. Must add enriched metada fieldsShort description, long description, review / comments y author bio
  48. 48. Competitive advantage in the XX
  49. 49. Competitive advantage in the XXI century Data mining and management
  50. 50. Your e-book is reading youhttp://online.wsj.com/article/SB10001424052702304870304577490950051438304.html?KEYWORDS=amazon
  51. 51. In the digital economy, you must know your clientbehaviour to service their needs http://www.flickr.com/photos/29890539@N07/4648496819 Must extract the patterns of connection among people
  52. 52. Day / hour of the week discoverability takes place
  53. 53. Day / time book purchase
  54. 54. Learning behaviour in an Android device
  55. 55. Learning behaviour in an iPad
  56. 56. Mixed readings
  57. 57. Must track & analyze social reading practices
  58. 58. To provide services based on REALsatisfaction and needs (demands) http://www.flickr.com/photos/41397136@N00/417941900
  59. 59. Dynamic pricing strategy Based on offer / demand No longer annual contracts
  60. 60. Dynamically priced ebookstore
  61. 61. To compete with Amazon, Apple, Google, etc Economies of scale are very important
  62. 62. Do not work in silos
  63. 63. Must share resources & effortshttp://www.comunicacion-cultural.com/2012/05/16/educacion-compartida-para-la-era-digital/
  64. 64. Create an alternative open ecosystem DRM free platform with all formats
  65. 65. Pottermore case DRM free, all languages, export
  66. 66. New digital export opportunities Internet has no frontiers
  67. 67. Think about technology as a service
  68. 68. But to compete in the digital age,you need a tech partner
  69. 69. Grazie mille / Thank youJavier Celaya jcelaya@dosdoce.com Tel: +34.606.367.708 Web: www.dosdoce.com Twitter: @javiercelaya LinkedIn: www.linkedin.com/in/javiercelaya
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×