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Publishing Technology Exectuive Exchange Dec 2012, R. Petway: Futuristic View of Publishing
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Publishing Technology Exectuive Exchange Dec 2012, R. Petway: Futuristic View of Publishing

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At Publishing Technology's Fall 2012 Executive Exchange customer event, COO Randy Petway presents his view of the future of the publishing industry, including new realities such as the shift to …

At Publishing Technology's Fall 2012 Executive Exchange customer event, COO Randy Petway presents his view of the future of the publishing industry, including new realities such as the shift to mobile, the shift to social, their influence on behavior and corresponding opportunities and threats.

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  • 1. Futuristic View of the PublishingIndustry
  • 2. Disclaimers  Futuristic  I won‟t be using the term “Publishing” very often  I‟m not recommending the vendors, just the concepts  Not a commercial…but…
  • 3. Trends Realities
  • 4. Realities…….Shift to mobile…. 35% 80% 2016
  • 5. Realities….Shift to “social”
  • 6. Realities…. Influence of mobile and social on behavior
  • 7. Realities….Social Commerce
  • 8. Economic Realities……
  • 9. Economic Realities….Commercial Pressures
  • 10. Impact On Behavior
  • 11. How we conduct commerce? Immediacy Experience
  • 12. Experience……
  • 13. Old models are being challenged by….….. Choices Expectations
  • 14. Expectations….…..
  • 15. Today’s Behavior  Mobile has redefined expectations regarding immediacy  “Social” has redefined expectations regarding the “experience”  Technology has created an expectation of “frictionless transactions”
  • 16. Opportunities (or threats)
  • 17. Opportunity (or threat)….. Monetization of thosetrends
  • 18. Focus your technology investment on………  Discovery  “High value” customers  Commerce innovation
  • 19. Discovery…. “Amazon is the best place in the world to buy the stuff you know that you need; be the best at connecting your customers to the things they don’t know about.”
  • 20. Discovery…. Curate your metadata
  • 21. Discovery…. Connect the dots for your customers
  • 22. Discovery…. Connect the dots for your customers
  • 23. Discovery…. Create and communicate product relationships Example: 2 Subscription products 1 Subscription collection (multiple subscriptions) 1 Book 1 E-Book 1 Pack of BooksItems grouped and 3 Articles (Pick 3 from selection of 5)options applied 1 Subscription (Pick 1of 3) 23
  • 24. Focus your technology investment on….. High ValueCustomers “In an ecommerce world, the heaviest social media users (opinion leaders) are 3 to 4 times and iPad owners (early adopters) are 10 times more “valuable” than other customers.”
  • 25. High Value Customers….. Stay close
  • 26. High Value Customers….. Stay close
  • 27. High Value Customers….. Direct Marketing to SocialNetworks 27
  • 28. Focus your technology investment on….. CommerceInnovation Customers are different and have varying needs. There is not a single model that is best for everyone. Convenience, a lack of friction, and business models that reflect user needs are key.
  • 29. Commerce Innovation…..Convenient and frictionlessenvironments
  • 30. Commerce Innovation….Tomorrow’s business modelsCustomer Management• Model consortia, institutions, companies and individuals in ever expandable multi- parented hierarchy• Keep all customer and product data in a single place• Create targeted campaigns Relationship and promotions Management• Engage social media
  • 31. Commerce Innovation….Tomorrow’s business models Product Management • Model your full set of product Product in granular form in ever Management expandable multi-parented hierarchy • Mix and Match to create new products. • Share product information
  • 32. Commerce Innovation….Tomorrow’s business models BusinessBusiness Models Models• Create simple and compound license and sales models• Implement new models including „N clicks when referred from services‟, „PPV‟, „Pay post use‟ etc.• Spot the gaps in your current sales offerings and fill them• Ingest revenue from all sources
  • 33. Commerce Innovation….Tomorrow’s business modelsCustomer Management• Model consortia, institutions, companies and individuals in ever expandable multi- parented hierarchy• Keep all customer and product data in a single place• Create targeted campaigns and promotions Product Management• Engage social media • Model your full set of product Information/ in granular form in ever expandable multi-parented Content hierarchy Commerce • Mix and Match to create new products.Business Models System • Share product information• Create simple and compound license and sales models• Implement new models including „N clicks when referred from services‟, „PPV‟, „Pay post use‟ etc.• Spot the gaps in your current sales offerings and fill them• Ingest revenue from all sources
  • 34. Commerce Innovation….Putting it all together…. who? how? what? (customers products) (licenses/promotions) (products) Person’s name Resource A Place info valid 1 year (calendar dates) Detail Thing 01 valid 1 month (from first use) Person’s name Person’s name 100 concurrent users Resource A Resource A  Place info Place info Detail Detail Thing Thing 01 01 3-day trial 10 downloads Person’s name Person’s name Person’s name Person’s name Person’s name Resource A Resource A Resource A Resource A Resource A   Place info Place info Place info Place info Place infoDetail Detail Detail Detail Detail Thing Thing Thing Thing Thing $500 annually 01 01 01 01 01 $100 at time of purchase $25 one month in arrears $10 recurring per quarter    Person’s name Person’s name Person’s name Person’s name Resource A Resource A Resource A Resource A    Place info Place info Place info Place info freeDetail Detail Detail Detail Thing Thing Thing Thing 01 01 01 01

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