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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

Published in: Education, Technology, Business

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  • 1. Foto de Alicia Martín:
  • 2. What’s Different (and What’s the Same) inEurope
  • 3. Fast forward marketMobile use , social networks, online banking, Internet access, etc.
  • 4. Europeans embrace tecnology fasterthan Americans
  • 5. Faster growth in Internet users Last 10 yrs: 353.1 % in Europe vs. 151.7 % in USA
  • 6. More mobiles than EuropeansAverage 120 mobiles / 100 persons in Europe versus 89 per 100 in USA
  • 7. 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
  • 8. Is your website mobile friendly?Do you know how many readers access your site via mobile devices?
  • 9. More “social” than americans Anual growth of 10.9% vs 6.6 in USA
  • 10. Higher online banking penetration
  • 11. Let´s face it , we love technology
  • 12. We tend to analyze treaths & opportunitiesfrom a sectorial point of view
  • 13. We forget that society is changing very fastNew discovery channels, new ways of consuming information, new ways of sharing cultural experiences, etc.
  • 14. Ebook adoption will not be different © 2010, the Book Industry Study Group, Inc.
  • 15. What will be the impact of the arrival ofinternational players in Europe?
  • 16. Accelerate the growth of the digital market
  • 17. More devices (ereaders, tablets, smartphones) = Higher demand for digital content
  • 18. Do not forget - Empty devices
  • 19. New device owners will go online to search for books
  • 20. If not available…
  • 21. Arrival of international players will force localplayers to increase their digital offer
  • 22. It will challenge your pricing strategyP-books and e-books play in different economies Dynamic pricing (offer/demand)
  • 23. Expects rapid E-commerce growthEuropeans buy 4 times more from foreign webs
  • 24. What do we do?
  • 25. Think about technology as a service
  • 26. Publishers have to main assetsProvide services to authors and readers
  • 27. Provide better services to your authorsGreater financial transparency and shorter compensation payment periods
  • 28. Share information about their bookperformance Engage with your authors
  • 29. Proactive counselling services beyond editorial contentAdvise on digital rights, DRM, web design, etc.
  • 30. Training services for your authorsHow to use Twitter, Facebook, engage with readers, etc
  • 31. Provide services around upcoming narrative skills
  • 32. The Human Factor, your main difference Amazon, Apple, Google, etc. “Non human” platforms
  • 33. Start selling directNot only because of better margins, but because it will allow you to…
  • 34. To access real time knowledge, to makebusiness decisions Impact on sales and marketing strategy
  • 35. Competitive advantage in the XXI Customer behaviour
  • 36. In the digital economy you must know your client
  • 37. Day / time book discovery & purchase
  • 38. Reading behaviour
  • 39. Must track & analyze social reading practices
  • 40. To provide your readers with premium servicesUsers are more willing to pay for services than content
  • 41. Create a community of readers aroundyour content and authors Engage with your readers
  • 42. To provide discovery tools beyond purchase
  • 43. Must develop book recomendations systemson REAL reading satisfaction and affinities
  • 44. To compete with Amazon, Apple, Google, etcWe need to create economies of scale
  • 45. None of these companies think locally Internet has no frontiers
  • 46. International revenues of GAFA players in 2011 Google: 54 % Apple: 54 % Facebook: 38 % Amazon: 46 %
  • 47. We must think EuropeanMust aggregate content, services, users, etc.
  • 48. More than booksNot enough traffic to be competitive in the Net
  • 49. We done it in other sectors
  • 50. 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
  • 51. Grazie mille / Thank youJavier Celaya Tel: +34.606.367.708 Web: Twitter: @javiercelaya LinkedIn: