A presentation by erwin huang, [email_address] 0608

Agenda A Changing World A Framework of Values 5 x Case Studies Issues and Topics To Do..

A Changing World

A Framework of Values

5 x Case Studies

Issues and Topics

To Do..

A little bit more on erwin IT expertise Publishing industry Christian IT solutions Other works: Communications Mobile apps Current Job: Luxury Retail in China

IT expertise

Publishing industry

Christian IT solutions

Other works:

Communications

Mobile apps

Current Job:

Luxury Retail in China

Brainstorm w you Brainstorm the future of the Publishing world Observe Rethink To do

Brainstorm the future of the Publishing world

Observe

Rethink

To do

A Changing World Customer changing Knowledge Society Middle Class Power People read less, they watch TV, they go online People don’t buy books Everything free.. They just copy what they want Hard to get scale Where is my clients? Hard to get scope What do they want? Country Specific: Have vs not have Single child strategy

Customer changing

Knowledge Society

Middle Class Power

People read less,

they watch TV, they go online

People don’t buy books

Everything free.. They just copy what they want

Hard to get scale

Where is my clients?

Hard to get scope

What do they want?

Country Specific:

Have vs not have

Single child strategy

Case Studies UBS bible Publishing O’Rielly’s Safari Bookstore A HK Education project iTune Music store Buy a Camera

UBS bible Publishing

O’Rielly’s Safari Bookstore

A HK Education project

iTune Music store

Buy a Camera

A Framework of Values What do publishers do? What value do they provide in the value chain? A way of thinking

What do publishers do?

What value do they provide in the value chain?

A way of thinking

Where is our Added Value? Editorial and Writing Layout Print and paper Packaging and Marketing Distribution and inventory

Editorial and Writing

Layout

Print and paper

Packaging and Marketing

Distribution and inventory

Case 1: UBS bible Publishing How many bible can you create? There is only ONE bible.. Depends on your user (target segment) Translation Youth Sister’s version Office Lady (size) Bed side version Brothers Leaders Journal Discipleship Topical… Editorial and Writing Layout Print and paper Packaging and Marketing Distribution and inventory

How many bible can you create?

There is only ONE bible..

Depends on your user (target segment)

Translation

Youth

Sister’s version

Office Lady (size)

Bed side version

Brothers

Leaders

Journal

Discipleship

Topical…

Editorial and Writing

Layout

Print and paper

Packaging and Marketing

Distribution and inventory

Case 2: O’Rielly’s Safari Bookstore

O’REILLY My Safari, the Product

Reading on My Safari

Safari, other products.. Editorial and Writing Layout Print and paper Packaging and Marketing Distribution and inventory

Editorial and Writing

Layout

Print and paper

Packaging and Marketing

Distribution and inventory

Case 3: A HK Education project Hk educational publishers The mythical 25 kg backpack The Solution Lesson Personalized Education Educator as publisher Publisher's new role as Resource Provider

Hk educational publishers

The mythical 25 kg backpack

The Solution

Lesson

Personalized Education

Educator as publisher

Publisher's new role as Resource Provider

The HK Education project Licensing Video content from Cable TV, CNN Map content Payment Model Physical Distribution + Virtual Distribution Print on demand IPR there is no reason for illegal copying.. everything is accounted for Government Support simple and fair Editorial and Writing Layout Print and paper Packaging and Marketing Distribution and inventory

Licensing

Video content from Cable TV, CNN

Map content

Payment Model

Physical Distribution + Virtual Distribution

Print on demand

IPR

there is no reason for illegal copying.. everything is accounted for

Government Support

simple and fair

Editorial and Writing

Layout

Print and paper

Packaging and Marketing

Distribution and inventory

Case 4: iTune Music store My library, my iphone/ipod

My Store Editorial and Writing Layout Print and paper Packaging and Marketing Distribution and inventory

Editorial and Writing

Layout

Print and paper

Packaging and Marketing

Distribution and inventory

What is the Long Tail? The 20:80 rule Wealth 80% wealth own by 20% people 20% people paying 80% tax 6-sigma 80% problem caused by 20% causes Sales and Marketing 20% salesmen doing 80% sales 80% of your marketing effect comes from 20% audience 20% products delivers 80% of total sales, e.g. CD, Retail..

The 20:80 rule

Wealth

80% wealth own by 20% people

20% people paying 80% tax

6-sigma

80% problem caused by 20% causes

Sales and Marketing

20% salesmen doing 80% sales

80% of your marketing effect comes from 20% audience

20% products delivers 80% of total sales, e.g. CD, Retail..

The long tail.. Where credits due: Proposed by Chris Anderson, editor @Wired Credited as a major milestone for the start of the Web2.0 movement Originally focused on products and services Today will cover direct marketing, new services, one on one marketing

Where credits due:

Proposed by Chris Anderson, editor @Wired

Credited as a major milestone for the start of the Web2.0 movement

Originally focused on products and services

Today will cover direct marketing, new services, one on one marketing

The end of the music industry… as we know it.. Think per track, not per CD

Think per track, not per CD

Creating products for the long tail Delivering Product/Service to the customer At the right time At the right place At the right Price vs Value Simply, easy user experience

Delivering Product/Service to the customer

At the right time

At the right place

At the right Price vs Value

Simply, easy user experience

Case 5: Buy a Camera Commodity Hard to differentiate Price, spec transparent, features similar The Buying Experience Most people will check on the web, “reviews” before buying Likely bought at a shop (Physical + Virtual exp)

Commodity

Hard to differentiate

Price, spec transparent,

features similar

The Buying Experience

Most people will check on the web, “reviews” before buying

Likely bought at a shop (Physical + Virtual exp)

Location, Location, Location About buying a new digital camera.. Vs Somewhere in the Pacific Ocean.. ?? Mongkok, Chung Yuen, one of highest rent per sq ft in the world

About buying a new digital camera..

Whale Shark experience.. Olympus Diving Camera Ad.. Value: Pack+Mkting Distribution

Value:

Pack+Mkting

Distribution

Issues and Topics Collective buying and bargaining New Distribution Mechanism IPR issue Personalization and Community effect Viral Marketing Print on Demand Publishing as licensing CRM, Customer life cycle ARPU model vs Write, Edit, Layout, Print, Distribute, Pray. Business Model study Donations

Collective buying and bargaining

New Distribution Mechanism

IPR issue

Personalization and Community effect

Viral Marketing

Print on Demand

Publishing as licensing

CRM, Customer life cycle

ARPU model vs Write, Edit, Layout, Print, Distribute, Pray.

Business Model study

Donations

Rethink Values Rethink License with Writer Revisit the Market Structure Rethink the Value Proposition Reinvent the Distribution Network Rethink the Product/Service

Rethink License with Writer

Revisit the Market Structure

Rethink the Value Proposition

Reinvent the Distribution Network

Rethink the Product/Service

Donations Easily accountable Clear deliverables Tractable Accountability E.g the purpose driven project for senior

Easily accountable

Clear deliverables

Tractable

Accountability

E.g the purpose driven project for senior

Vision and Thinking Exercise Publishing for a Country of Customer A Developing Country, e.g. China, India Demographic Profile Age Segregation A Platform that serves multiple Projects Segmentations Students Office Ladies Oversea students returning Villager Factory Workers Businessman

Publishing for a Country of Customer

A Developing Country, e.g. China, India

Demographic Profile

Age Segregation

A Platform that serves multiple Projects

Segmentations

Students

Office Ladies

Oversea students returning

Villager

Factory Workers

Businessman

A Platform

A Open Bible Training Platform for the country Books Reference Bible in every format, translation Dictionary Concordance Commentary Map

Books

Reference

Bible in every format, translation

Dictionary

Concordance

Commentary

Map

Course Material Teaching Kit Student manual Interactive Material Multimedia material Web-base homework platform

Teaching Kit

Student manual

Interactive Material

Multimedia material

Web-base homework platform

Discipleship tools Material Network community tools Cell Group and Fellowship Material Personal Growth Stuff Leadership material Calendar Blogging and Journaling tool Praying Group tool..

Material

Network community tools

Cell Group and Fellowship Material

Personal Growth Stuff

Leadership material

Calendar

Blogging and Journaling tool

Praying Group tool..

Projects on the platform Sample Project: the Elite Students Target top 10 schools in the country Student leaders with leadership and Christian values Joining students from 3 countries Develop Specific coursework Out of class experience Ref and content support

Sample Project: the Elite Students

Target top 10 schools in the country

Student leaders with leadership and Christian values

Joining students from 3 countries

Develop Specific coursework

Out of class experience

Ref and content support

Summary: Rethink!! Rethink Values Rethink License with Writer Revisit the Market Structure Rethink the Value Proposition Reinvent the Distribution Network Rethink the Product/Service

Rethink Values

Rethink License with Writer

Revisit the Market Structure

Rethink the Value Proposition

Reinvent the Distribution Network

Rethink the Product/Service

Where is our Added Value? Editorial and Writing Layout Print and paper Packaging and Marketing Distribution and inventory

Editorial and Writing

Layout

Print and paper

Packaging and Marketing

Distribution and inventory

Discussions