What's Different (and What's the Same) in Europe
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What's Different (and What's the Same) in Europe

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Javier Celaya about the European Market of Digital Publishing

Javier Celaya about the European Market of Digital Publishing

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What's Different (and What's the Same) in Europe What's Different (and What's the Same) in Europe Presentation Transcript

  • Foto de Alicia Martín: http://www.trinta.net/artista.php?id=42
  • What’s Different (and What’s the Same) inEurope
  • Fast forward marketMobile use , social networks, online banking, Internet access, etc.
  • Europeans embrace tecnology fasterthan Americans
  • Faster growth in Internet users Last 10 yrs: 353.1 % in Europe vs. 151.7 % in USAhttp://www.internetworldstats.com/stats.htm
  • More mobiles than EuropeansAverage 120 mobiles / 100 persons in Europe versus 89 per 100 in USA
  • Higher usage of smartphones 400% increase in web searches via smartphonesSearch is done at point of sale (bookstores, libraries, etc.) Results are shared in Social Networks New discovery and reading habits
  • Is your website mobile friendly?Do you know how many readers access your site via mobile devices?
  • More “social” than americans Anual growth of 10.9% vs 6.6 in USAhttp://www.economist.com/blogs/dailychart/2011/07/europe%E2%80%99s-social-media-hotspots
  • Higher online banking penetrationhttp://www.comscoredatamine.com/2010/10/top-10-countries-by-online-banking-penetration/
  • Let´s face it , we love technology
  • We tend to analyze treaths & opportunitiesfrom a sectorial point of view
  • We forget that society is changing very fastNew discovery channels, new ways of consuming information, new ways of sharing cultural experiences, etc.
  • Ebook adoption will not be different © 2010, the Book Industry Study Group, Inc.
  • What will be the impact of the arrival ofinternational players in Europe?
  • Accelerate the growth of the digital market http://www.flickr.com/people/7843389@N02
  • More devices (ereaders, tablets, smartphones) = Higher demand for digital content
  • Do not forget - Empty devices
  • New device owners will go online to search for books
  • If not available…
  • Arrival of international players will force localplayers to increase their digital offer
  • It will challenge your pricing strategyP-books and e-books play in different economies Dynamic pricing (offer/demand)
  • Expects rapid E-commerce growthEuropeans buy 4 times more from foreign webs
  • What do we do?
  • Think about technology as a service
  • Publishers have to main assetsProvide services to authors and readers
  • Provide better services to your authorsGreater financial transparency and shorter compensation payment periods
  • Share information about their bookperformance Engage with your authors
  • Proactive counselling services beyond editorial contentAdvise on digital rights, DRM, web design, etc.
  • Training services for your authorsHow to use Twitter, Facebook, engage with readers, etc
  • Provide services around upcoming narrative skills
  • The Human Factor, your main difference Amazon, Apple, Google, etc. “Non human” platforms
  • Start selling directNot only because of better margins, but because it will allow you to…
  • To access real time knowledge, to makebusiness decisions Impact on sales and marketing strategy
  • Competitive advantage in the XXI http://www.flickr.com/photos/29890539@N07/4648496819 Customer behaviour
  • In the digital economy you must know your client http://www.flickr.com/photos/29890539@N07/4648496819
  • Day / time book discovery & purchase
  • Reading behaviour
  • Must track & analyze social reading practices
  • To provide your readers with premium servicesUsers are more willing to pay for services than content
  • Create a community of readers aroundyour content and authors Engage with your readers
  • To provide discovery tools beyond purchase
  • Must develop book recomendations systemson REAL reading satisfaction and affinities http://www.flickr.com/photos/41397136@N00/417941900
  • To compete with Amazon, Apple, Google, etcWe need to create economies of scale
  • None of these companies think locally Internet has no frontiers
  • International revenues of GAFA players in 2011 Google: 54 % Apple: 54 % Facebook: 38 % Amazon: 46 %http://www.niemanlab.org/2012/01/the-newsonomics-of-global-media-imperative/
  • We must think EuropeanMust aggregate content, services, users, etc.
  • More than booksNot enough traffic to be competitive in the Net
  • We done it in other sectors
  • How to avoid Amazon taking over Europe?1)  Think about technology as a service2)  The Human Factor: Services to authors and readers3)  Increase your offer and redefine pricing4)  Sell direct: Understand customer behaviour5)  Develop new discovery tools beyond purchase6)  Create a Book Airbus consortium: More than books
  • 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