Marco Formento on the adventures of a global publisher in the digital era.

1. Respectless. The Harajuku experience.
The adventures of a global publisher in the digital era
V2.1
Trieste, June 2012
Marco Formento, Global Digital Director, De Agostini Publishing

2. De Agostini Group
The Group's corporate governance policy confers operational independence to its
subsidiary companies, which are responsible for the management of their respective
markets and for the identification of areas for growth and development

3. De Agostini Publishing 2011
500 €Mio Revenues
122 Mio copies sold
60 €Mio spent on media
49 Markets
8 Offices: Novara, London, Tokyo, Moscow, Warsaw, Kiev, NYC, Athens

4. De Agostini Publishing
three digital facts
The tree facts we see globally – And, yes, it really seems a post-pc world:
1. 2. 3.
Facebook globally June 2011: tablets Mobile consumption is
dominates the SNs and smarthpones much more about apps
sales exceed PCs then browsing
SOURCE: L2, Morgan Stanley, Flurry, ComScore

5. De Agostini Publishing Global Digital Team

6. De Agostini Publishing Digital Initiative
Mutado acquisition
•Mutado was formed in 2004 by Lorenzo
Manfredi and Mauro Gatti: a technologist and
a creative whose paths crossed more than a
decade ago.
•During the last years, this partnership has
grown into a solid independent digital agency,
headquartered in Milan.
• The company’s name unveils Mutado’s
guiding philosophy of constant mutation,
adaption and transformation.
• What started off as a two-man studio has
grown over the years to become a leading
agency working on web, motion, print and,
most recently, mobile, employing over 20
people with different backgrounds and ideas.

7. De Agostini Publishing US office opening

8. De Agostini Publishing app publishing
MAIN CHALLENGES OUR AGENDA
1. Also in high-volume markets 1. We price ‘realistically’
(i.e. Apple App Markets) the
main content is often sold
through micro transactions
2. (Gaming) content is king 2. We are proactively evolving the
‘in-app’ business model
3. We are extending the values
3. Huge offering by both and perception of the brand
incumbents and newcomers
4. We are investing gruadually on
4. Android –tablets– is eventually Android development
happening (Samsung, Amazon)
but still uncomparable to iOS

9. De Agostini Publishing Apps
italian iOS launches Jul 11 – Mar 12
•Apple ‘new and noteworhty’ •Apple ‘new and noteworhty’ •Apple ‘App of the week’ •Apple App of the week – iPad
•#1 Top Downloaded app – iPad •#8 Top Downloaded app – iPad •#7 Top Downloaded app – iPad •#1 download iPad
•#4 Top Grossing app – iPad •#28 Top Grossing app – iPad •#4 Top Grossing app – iPad •#1 top grossing iPad
•7 units; 150+ videos; 130 cards •10 units; 150+ videos; 130 cards •60 lessons; 4 levels •8 units; 4 levels
•Price strategy •Price strategy •Price strategy •Price strategy
- Free mini unit (registration) - Free mini unit (registration) - Free Lesson (registration) - Free Lesson (registration)
- Cut Price Unit 1 €1,59 - Cut Price Unit 1 €1,59 - Single lesson €1,59 - Single lesson €2,99
- Standard Price €4,99 - Standard Price €3,99 - Single Level Price €19,99 - Bundle Price €14,99
- Bundle Price €19,99 - Bundle Price €24,99 - Bundle Price €69,99

10. De Agostini Publishing Apps
japanese ‘digital replica’ launch Jun 12

11. SOTN12 Special Content

12. The Harajuku Lesson
Kanai: ie (家) “home” and nai (内) “inside”
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13. The Harajuku Lesson/1
ALL THE REST
PRODUCT
- Brand
- Editorial
- Marketing
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14. The Harajuku Lesson/2
GONE COMING UP
1. Sell both products and 1. Audiences are being
audiences. At a very high price commoditized: Adv revenues
are good, ‘copies’ are –at some
point- back, but they won’t be
enough. Period.
2. No more such a thing, but now
1. Stick to the plan you can develop new services:
ecommerce, consulting, VC,
Adv…
2. Market ‘products’ 3. Market brand-centric
experiences
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