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


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Javier Celaya about the European Market of Digital Publishing

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

  1. 1. Foto de Alicia Martín: http://www.trinta.net/artista.php?id=42
  2. 2. What’s Different (and What’s the Same) inEurope
  3. 3. Fast forward marketMobile use , social networks, online banking, Internet access, etc.
  4. 4. Europeans embrace tecnology fasterthan Americans
  5. 5. Faster growth in Internet users Last 10 yrs: 353.1 % in Europe vs. 151.7 % in USAhttp://www.internetworldstats.com/stats.htm
  6. 6. More mobiles than EuropeansAverage 120 mobiles / 100 persons in Europe versus 89 per 100 in USA
  7. 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. 8. Is your website mobile friendly?Do you know how many readers access your site via mobile devices?
  9. 9. 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
  10. 10. Higher online banking penetrationhttp://www.comscoredatamine.com/2010/10/top-10-countries-by-online-banking-penetration/
  11. 11. Let´s face it , we love technology
  12. 12. We tend to analyze treaths & opportunitiesfrom a sectorial point of view
  13. 13. We forget that society is changing very fastNew discovery channels, new ways of consuming information, new ways of sharing cultural experiences, etc.
  14. 14. Ebook adoption will not be different © 2010, the Book Industry Study Group, Inc.
  15. 15. What will be the impact of the arrival ofinternational players in Europe?
  16. 16. Accelerate the growth of the digital market http://www.flickr.com/people/7843389@N02
  17. 17. More devices (ereaders, tablets, smartphones) = Higher demand for digital content
  18. 18. Do not forget - Empty devices
  19. 19. New device owners will go online to search for books
  20. 20. If not available…
  21. 21. Arrival of international players will force localplayers to increase their digital offer
  22. 22. It will challenge your pricing strategyP-books and e-books play in different economies Dynamic pricing (offer/demand)
  23. 23. Expects rapid E-commerce growthEuropeans buy 4 times more from foreign webs
  24. 24. What do we do?
  25. 25. Think about technology as a service
  26. 26. Publishers have to main assetsProvide services to authors and readers
  27. 27. Provide better services to your authorsGreater financial transparency and shorter compensation payment periods
  28. 28. Share information about their bookperformance Engage with your authors
  29. 29. Proactive counselling services beyond editorial contentAdvise on digital rights, DRM, web design, etc.
  30. 30. Training services for your authorsHow to use Twitter, Facebook, engage with readers, etc
  31. 31. Provide services around upcoming narrative skills
  32. 32. The Human Factor, your main difference Amazon, Apple, Google, etc. “Non human” platforms
  33. 33. Start selling directNot only because of better margins, but because it will allow you to…
  34. 34. To access real time knowledge, to makebusiness decisions Impact on sales and marketing strategy
  35. 35. Competitive advantage in the XXI http://www.flickr.com/photos/29890539@N07/4648496819 Customer behaviour
  36. 36. In the digital economy you must know your client http://www.flickr.com/photos/29890539@N07/4648496819
  37. 37. Day / time book discovery & purchase
  38. 38. Reading behaviour
  39. 39. Must track & analyze social reading practices
  40. 40. To provide your readers with premium servicesUsers are more willing to pay for services than content
  41. 41. Create a community of readers aroundyour content and authors Engage with your readers
  42. 42. To provide discovery tools beyond purchase
  43. 43. Must develop book recomendations systemson REAL reading satisfaction and affinities http://www.flickr.com/photos/41397136@N00/417941900
  44. 44. To compete with Amazon, Apple, Google, etcWe need to create economies of scale
  45. 45. None of these companies think locally Internet has no frontiers
  46. 46. 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/
  47. 47. We must think EuropeanMust aggregate content, services, users, etc.
  48. 48. More than booksNot enough traffic to be competitive in the Net
  49. 49. We done it in other sectors
  50. 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. 51. 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