Perspectives from a Publisher - Digital Migration: the good, the bad & the new

Perspectives from a Publisher Digital Migration: the good, the bad & the new Manoel Lemos General Digital Director The Festival mlemos@abril.com.br of Media LatAm 201114.Oct.2011 @ Miami

The Good

The Good Brazil and its Media are Booming

The Good s ti ll Brazil and its Media are Booming

The Good s ti ll Brazil and its Media are Booming• demographic bonus // next 20 years Before After 1990 2050 65+ yrs 88,4 million 138 million 60.3% 64.1% 15 - 64 yrs 0 - 15 yrs 2 1,5 1 0,5 0 0,5 1 1,5 2 2 1,5 1 0,5 0 0,5 1 1,5 2 Male Female Male Female

The Good s ti ll Brazil and its Media are Booming • advertising market & spending are growingUSA vs. Brazil 4302002 = 100 349 343 294 197 235 140 102 111 111 116 119 114 101100 100 108 99 2002 2003 2004 2005 2006 2007 2008 2009 2010 USA BRAZIL

The Good s ti ll Brazil and its Media are Booming• media is under expansion // titles & circulation 4,705 4,432 +29% 3,915 3,657 3,833 3,651 NUMBER OF MAGAZINE TITLES HAS INCREASED 2005 2006 2007 2008 2009 2010 442 420 +14% 401 411 387 390 Magazine Circulation (In million copies) 2005 2006 2007 2008 2009 2010

The Good s ti ll Brazil and its Media are Booming• circulation is not subsidized // readers are paying 3.4 million 1.1 million 30$ / year 242$ / year total access print edition

The Good We are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)• 220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users

The Good mobile? We are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)• 220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users

The Good mobile? We are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)• 220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users lots to improve!

The Good Plenty of opportunity for publishers and content creators!

The Good Plenty of opportunity for publishers and content creators!• PUBLISHER

The Good Plenty of opportunity for publishers and content creators!• PUBLISHER • SEGMENTED publisher

The Good Plenty of opportunity for publishers and content creators!• PUBLISHER • SEGMENTED publisher • MULTI-PLATFORM media company

The Good Plenty of opportunity for publishers and content creators!• PUBLISHER • SEGMENTED publisher • MULTI-PLATFORM media company • 360° media company

The Bad

The Bad only 168 hours per week

The New

The NewNew currency for a new customer!

The NewNew currency for a new customer!• CONTENT is still king...

The NewNew currency for a new customer!• CONTENT is still king... ...but it’s NOT ENOUGH!

The NewNew currency for a new customer!• CONTENT is still king... ...but it’s NOT ENOUGH!• BRANDS still rules...

The NewNew currency for a new customer!• CONTENT is still king... ...but it’s NOT ENOUGH!• BRANDS still rules... ...but it’s NOT ENOUGH!

The NewNew currency for a new customer!• CONTENT is still king... ...but it’s NOT ENOUGH!• BRANDS still rules... ...but it’s NOT ENOUGH!• physical distribution & logistics...

The NewNew currency for a new customer!• CONTENT is still king... ...but it’s NOT ENOUGH!• BRANDS still rules... ...but it’s NOT ENOUGH!• physical distribution & logistics... ...dahh?

The NewNew currency for a new customer!• CONTENT is still king... ...but it’s NOT ENOUGH!• BRANDS still rules... ...but it’s NOT ENOUGH!• physical distribution & logistics... ...dahh?• printing facilities...

The NewNew currency for a new customer!• CONTENT is still king... ...but it’s NOT ENOUGH!• BRANDS still rules... ...but it’s NOT ENOUGH!• physical distribution & logistics... ...dahh?• printing facilities... ...humm?

The NewNew currency for a new customer!• CONTENT is still king... ...but it’s NOT ENOUGH!• BRANDS still rules... ...but it’s NOT ENOUGH!• physical distribution & logistics... ...dahh?• printing facilities... ...humm? User Experience is Key!

The NewAre you already a tech company?

The NewAre you already a tech company?• user EXPERIENCE is deeply tied to product DESIGN

The NewAre you already a tech company?• user EXPERIENCE is deeply tied to product DESIGN• DESIGN is not just how it looks, it’s HOW IT WORKS

The NewAre you already a tech company?• user EXPERIENCE is deeply tied to product DESIGN• DESIGN is not just how it looks, it’s HOW IT WORKS• HOW IT WORKS depends heavily on TECHNOLOGY

The NewAre you already a tech company?• user EXPERIENCE is deeply tied to product DESIGN• DESIGN is not just how it looks, it’s HOW IT WORKS• HOW IT WORKS depends heavily on TECHNOLOGY• you must not OUTSOURCE your BRAINS

The NewAre you already a tech company?• user EXPERIENCE is deeply tied to product DESIGN• DESIGN is not just how it looks, it’s HOW IT WORKS• HOW IT WORKS depends heavily on TECHNOLOGY• you must not OUTSOURCE your BRAINS Technology is the Engine!

The NewComplexity will be your partner!

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way• CHOOSE YOUR PLATFORMS carefully

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way• CHOOSE YOUR PLATFORMS carefully• be ready to BE SURPRISED (very often)

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way• CHOOSE YOUR PLATFORMS carefully• be ready to BE SURPRISED (very often) Embrace Complexity Now!

Complexity

iComplexity

iComplexity A simple idea in April, 2010...

iComplexity A simple idea in April, 2010... • let’s put VEJA on the iPad!

iComplexity A simple idea in April, 2010... • let’s put VEJA on the iPad! • what could possibly go wrong?

iComplexity A simple idea in April, 2010... • let’s put VEJA on the iPad! • what could possibly go wrong? +

iComplexity A simple idea in April, 2010... • let’s put VEJA on the iPad! • what could possibly go wrong? + =

iComplexity Lots of complexity on the Way!

iComplexity Lots of complexity on the Way! • EXTRA WORK with 2 layouts (landscape & portrait)

iComplexity Lots of complexity on the Way! • EXTRA WORK with 2 layouts (landscape & portrait) • EXTRA WORK with multimedia (video & audio)

iComplexity Lots of complexity on the Way! • EXTRA WORK with 2 layouts (landscape & portrait) • EXTRA WORK with multimedia (video & audio) • EXTRA WORK with programming (interactivity)

iComplexity Lots of complexity on the Way! • EXTRA WORK with 2 layouts (landscape & portrait) • EXTRA WORK with multimedia (video & audio) • EXTRA WORK with programming (interactivity) • EVOLVING technology

iComplexity Lots of complexity on the Way! • EXTRA WORK with 2 layouts (landscape & portrait) • EXTRA WORK with multimedia (video & audio) • EXTRA WORK with programming (interactivity) • EVOLVING technology • APP STORE approval chess

iComplexity Lots of complexity on the Way! • EXTRA WORK with 2 layouts (landscape & portrait) • EXTRA WORK with multimedia (video & audio) • EXTRA WORK with programming (interactivity) • EVOLVING technology • APP STORE approval chess • DOWNLOAD times & NETWORKING issues

iComplexity Lots of complexity on the Way! • EXTRA WORK with 2 layouts (landscape & portrait) • EXTRA WORK with multimedia (video & audio) • EXTRA WORK with programming (interactivity) • EVOLVING technology • APP STORE approval chess • DOWNLOAD times & NETWORKING issues And that was just the OK chapter!

iComplexity And then it got ugly... 1 title

iComplexity And then it got ugly... 1 2 title orientations × L P

iComplexity And then it got ugly... 1 2 2 title orientations platforms × L P ×

iComplexity And then it got ugly... 1 2 2 5 title orientations platforms OS versions × L P × ×

iComplexity And then it got ugly... 1 2 2 5 title orientations platforms OS versions L P × + × 2 × form factors 4:3 16:9

iComplexity And uglier... All That

iComplexity And uglier... 20 All That × titles

iComplexity Realy ugly! 20 All That × titles

iComplexity Realy ugly! 100s of apps 20 All That × titles = developed, tested, approved, supported, etc just in 2011!

The NewOne key resource to handle all that

The NewOne key resource to handle all that TALENTED

The NewOne key resource to handle all that TALENTED PASSIONATED

The NewOne key resource to handle all that TALENTED PASSIONATED EMPOWERED

The NewOne key resource to handle all that TALENTED PASSIONATED EMPOWERED MOTIVATED

The NewOne key resource to handle all that TALENTED PASSIONATED EMPOWERED MOTIVATED People!

LabAbril

Lab Abril +Agencies

Lab Abril + Agencies +Advertisers

Lab Abril Creatives + iOS Developers Android Developers Agencies HTML5 Developers + DevicesAdvertisers Tools

iba an agnostic platform to sell and distribute digital content on any format and for any device

We’ll have fun!

Thanks! Manoel Lemos General Digital Director mlemos@abril.com.br

http://manoellemos.com	121
http://flavors.me	2
http://a0.twimg.com	1
http://us-w1.rockmelt.com	1
http://paper.li	1
http://webcache.googleusercontent.com	1

Perspectives from a Publisher - Digital Migration: the good, the bad & the new

by Manoel Lemos on Oct 17, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

6 Embeds 127

Statistics

Perspectives from a Publisher - Digital Migration: the good, the bad & the new — Presentation Transcript