2009 IPN Spring Meeting in Lisbon Portugal

1. Technologies that are
Transforming Print Today
T f i P i tT d

2. quot;Technology will
never replace
people. People
who use
technology will
replace people
who don't.quot;

3. Agenda
• Trends Affecting You
g
• Communication Technology Overview
Internet Broadband
–
Content Management
–
Multichannel Formatting
–
Social Media and UGC
Social Media and UGC
–
Cloud Computing
–
• How Do You Compete with Free?
• Near Future Opportunities
• The New Normal?

4. The More Things Change
The More Things Change
“Students today can t prepare bark to
Students can’t
calculate their problems. They
depend upon their slates which are
more expensive. What will they do
when their slate is dropped and it
breaks? They will be unable to write!”
Teachers Conference, 1703

5. The More Things Change
The More Things Change
“Students today depend upon paper
Students
too much. They don’t know how to
write on slate without chalk dust all
over themselves. They can’t clean a
slate properly What will they do
properly.
when they run out of paper?”
Principal’s Association, 1815
p ,

6. The More Things Change
The More Things Change
“Students today depend too much
Students
upon ink. They don’t know how to
use a pen knife to sharpen a pencil
pencil.
Pen and ink will never replace the
pencil.
pencil ”
National Association of Teachers, 1907

7. The More Things Change
The More Things Change
“Students today depend too much
Students
upon store bought ink. They don’t
know how to make their own When
own.
they run out of ink they will be unable
to write words or ciphers until their
next trip to the settlement. This is a
sad commentary on modern
education.”
The Rural American Teacher 1929
R ral Teacher,

8. The More Things Change
The More Things Change
“Students today depend upon these
expensive fountain pens. They can no
longer write with a straight pen and nib,
(not to mention sharpening their own
quills). We parents must not allow
them to wallow in such luxury to the
detriment of learning how to cope in
the real business world, which is not so
extravagant.”
PTA Gazette, 1941

9. The More Things Change
The More Things Change
“Ballpoint pens will be the ruin of
Ballpoint
education in our country. Students
use these devices and then throw
them away. The American virtues of
thrift and frugality are being
discarded. Business and banks will
never allow such expensive luxuries ”
luxuries.
Federal Teacher 1950
Teacher,

10. The More They Stay The Same
The More They Stay The Same
“Twitter is passing fad
Twitter is passing fad
that is sweeping the
nation
nation”
John Stewart, 2009

11. Stages of Innovation
Stages of Innovation

12. Shortened Adoption Curve
Shortened Adoption Curve

13. Mass Marketing Bubble
Mass Marketing Bubble

14. Modern Trends
Modern Trends

15. Presidential Campaign Tech
Presidential Campaign Tech
“Thomas Jefferson used newspapers to win the presidency, F.D.R. used
radio to change the way he governed, J.F.K. was the first president to
understand television and Howard Dean saw the value of the
understand television, and Howard Dean saw the value of the
Web for raising money. But Senator Barack Obama understood that
lower the cost
you could use the Web to lower the cost of building a political
you could use the Web to of building a political
brand, create a sense of connection and engagement,
and dispense with the command and control method of governing to
p g g
allow people to self‐organize to do the work.”
‐ The New York Times

16. Ubiquitous Broadband Connectivity
Ubiquitous Broadband Connectivity
• 3G and 4G Wireless
3G and 4G Wireless
– 300 to 30000 Kbps
– Anytime Anywhere
Anytime, Anywhere
• Fiber Optic Cable
– 10/100/1000 Mb
10/100/1000 Mbps
• Local Networks
– 1 to 10 Gbps

17. Some Broadband Apps
Some Broadband Apps
Teleconferencing
•
Real Time Messaging
•
Smart Media Devices
S di i
•
Unified Communications
•
Network Consolidation
•
Remote Review/Approval
Remote Review/Approval
•
Web Portals and Apps
•

18. Content and Asset Management
Content and Asset Management
Check‐in/Check‐out
/
•
Versioning and Workflow
•
Multi Language /Locale
•
Multiple Transforms /
•
Formats
•At
Automation Tools
ti T l
• Local and Remote System
Integration
• Content Organization

19. Web CMS Tools
Web CMS Tools
• Basis for advanced
Basis for advanced
– Web2Print
– eCommerce
– Customer Facing
– Web Management
Web Management

20. Automated Multichannel Formatting
Automated Multichannel Formatting
• PDF, Email, Web,
Multimedia,
– AdobePartners.com
– Adobe Newsflash
dobe e s as
• Workstations, Smart
Phones, Multimedia
Devices, E‐Ink Devices
Devices E‐Ink Devices
• Web2Print
Print Procurement
–
Document Management
–
Marketing Management
–
Workflow Automation
–

21. Collaboration and User
Generated Content
d
• Everyone gets to be a
producer/publisher
• Release control in
exchange for help
• Ecosystem of end users
create and organize
g
• Collaborative
Intelligence

22. TIME MINE
TIME ‐ MINE
My Magazine. My Way

23. Princasting.com
• People Powered
p
Magazine
• Local Newspaper Model
• Web2Print via Blogs / RSS
• Local Ad support by topic
• El t i
Electronic or Print
Pi t
Deliveries
• Open Source Project
Open Source Project
– Funded by Knight‐Ridder
Foundation Grant

24. MagCloud.com
• HP CMO Strategy:
gy
– 'Democratize Print
Publishing‘
• Hyped the new
Hyped the new
MagCloud.com
• Who can be a
magazine publisher?
– Anyone Can
• E bl
Enables people to
lt
publish their own
hardcopy magazines
py g

25. TribLocal.com
• Digitally Printed
Digitally Printed
Newspaper
• Short‐Run Distributed
Short Run Distributed
• Niche Publication or
Special Editions
Special Editions
• Micro‐zone Publishing
•PPersonalized
li d
Newspaper

26. Web 2.0 and Publishers
Web 2.0 and Publishers
• Many organized around Web and Offset scale
Many organized around Web and Offset scale
• One to Many is Declining
• Cash Cows Gone
Cash Cows Gone
– NYT Ads 27% Down 4/21, $74M US
Accelerating shift towards Digital Delivery
Accelerating shift towards Digital Delivery
•
Now Beats Tomorrow
•
An Expectation for Free
AE t ti f F
•
Consumers will Pay for Convenience
•

27. How do you compete with free?
How do you compete with free?
Manufacturing Model
•
– Give something away to sell
i hi ll
something else (razors)
Media Model
•
– Advertising Supported
Digital Model
•
– Marginal costs almost free
Gift Model –
•
– Non monetary economy
Non‐monetary economy
(beads for friends)
•
Reputation
•
Attention
•
Expression
•
– Freemiums
• Software
• Games
• Communities Wired s Chris Anderson
Wired’s Chris Anderson
– Tiered Pricing

28. Social Media Networks
Recommendation Engines
g
•
Social CRM
•
Real Time Messages
•
Conversations
•
Status Exchange
•
Blogs and News
•
Audio and Video
•
Recommendations
R di
•
Social Media Landing Pages
•

29. Trading Brand Control for Value
Trading Brand Control for Value
• quot;a whole new generation
g
only knows nothing but
this kind of connected
communications with
communications with
other people“
• “In the 60’s brands
turned to typography to
control brand … now they
can just do
can just do”
• Letting Your Audience Co‐
Create
Technorati’s Peter Hirshberg

30. Participation, Collaboration,
Transparency, Confersations
f
CRM and Social Media Integration
CRM and Social Media Integration
•
Communities Organize For or Against Brands
•
No Strategy can Hurt Brands
S d
•
Social Network API’s
•
• Can be integrated with CRM, Campaign Management

31. Social Media IS for Printers!
Social Media IS for Printers!
“Printers should be helping
clients manage their
social networking
il ki
initiatives, web sites, e‐
mail campaigns, not just
mail campaigns not just
using them for their own
businesses”
Dr Joe Webb, April 2009

32. Grid and Cloud Computing Services
Salesforce.com
Salesforce com
•
Zoho Apps
•
Google AppEngine
G l i
•
Amazon AWS
•
MS Azure
•

33. 3 Cloud Delivery Models
3 Cloud Delivery Models
• Cloud Software as a
Cloud Software as a
Service (SaaS)
– Use provider’s applications
over a network
over a network
• Cloud Platform as a
Service (PaaS)
– Deploy customer created
Deploy customer‐created
applications to a cloud
• Cloud Infrastructure as a
Service (IaaS)
Service (IaaS)
– Rent processing, storage,
network capacity, and
other fundamental
computing resources
ti
33

34. New York Times Case Study
New York Times Case Study
• No coordination with Amazon
– used a credit card!
d dit d!
– Less than $500
• 15 million scanned news
articles
l
– 4TB PDF data
• Took grid computers 24 hours
g p
– would have taken months on
NYT computers
• “It was cheap
t as c eap
experimentation, and the
learning curve isn't steep.” –
Derrick Gottfrid, Nasdaq
Derrick Gottfrid, Nasdaq
34

35. Near Future Opportunities
Near Future Opportunities
• Printers Are Not in the Printing Business
Printers Are Not in the Printing Business
– They are in the manufacturing and fulfillment biz
• Software Systems and Media Fulfillment
Software Systems and Media Fulfillment
– “Every book manufacturer should have an active digital
book initiative”
• More SaaS, Less IT
• Niche Printing Apps with UGC
Niche Printing Apps with UGC
– Photobooks, Micropublishing, Content Management,
Distributed Networks, Web2Everything

36. Web2Everything

37. The New Normal
The New Normal
“The result will be an
environment that,
environment that,
while different from
the past, is no less
the past, is no less
rich in possibilities for
those who are
those who are
prepared.”

38. Conclusions
• Trends Drive Change
g
– Cycles are Happening Faster
• Technology Changes Media Usage
– Media mix will is ever changing
• Digital Delivery Opportunities
– Niche of 1 online and offline
Niche of 1, online and offline
– Manufacturing and fulfillment
• Systems Will Cost Much Less
– And are vital for your future
• Normal will be Different