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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Vortrag hot spot

  1. 1. Vom Single Source Publishing zur Hyperdistribution - Eröffnungsvortrag 10 Thesen zur Zukunft des Publishing Hot Spot Information Management Seite 1 06.10.2010, E. F.Heinold
  2. 2. Präambel • 10 Thesen zur aktuellen Entwicklungen... • ...sind kein zusammenhängendes Konzept ;-) Hot Spot Information Management Seite 2 06.10.2010, E. F.Heinold
  3. 3. These 1: Print oder Digital ist falsche Frage • Print oder Digital? Diese Frage führt in die Irre. • Der Kunde und seine Verwendungssituation entscheidet, in welchem Medium er welche Inhalte und Services nutzen will. • In einer Situation ist Print besser, in einer anderen eine Smartphone-App. • Die Verwendungskontexte sind so verschieden wie die Menschen. Hot Spot Information Management Seite 3 06.10.2010, E. F.Heinold
  4. 4. These 2: Kundenvernetzung wird immer wichtiger • Kunden und deren Bedürfnisse rücken immer mehr in den eigentlichen Fokus. • Allerdings: Innovative „Bauchverlegerei“ und Autorenbücher werden immer ihren Stellenwert haben! • Kundenvernetzung wird immer wichtiger, zu verschiedenen Zwecken: Marktforschung, Kommunikation, Marketing • Für alle Verlage, für die Endkundendaten an Bedeutung gewinnen (und das sind immer mehr): • Das intelligente Management von Kundendaten wird wichtiger – denn das bildet die Basis für die Produktvermarktung • Beispiel: Die meisten Verlage haben Abonnenten, sie sollten daraus aber Kunden machen. Hot Spot Information Management Seite 4 06.10.2010, E. F.Heinold
  5. 5. These 3: Produktmetapher ist vermarktbar • „Im Internet ist alles kostenlos“ • Nur (oder: immerhin!) in Spezialbereichen sind Kunden bereit, für die Nutzung von Internetinhalte zu zahlen. • Je mehr ein digitales Angebot einer Produktmetapher entspricht, desto eher sind Kunden bereit, dafür zu zahlen. • Beispiele: E-Books, Apps, Hörbuch, „Application“ Hot Spot Information Management Seite 5 06.10.2010, E. F.Heinold
  6. 6. These 4: Alles wird App! • Das freie Internet geht zurück, die App als kundenorientierte Anwendung wird Gewinner sein! • Das Internet wird erwachsen, also kommerziell beherrschbar. • In den Worten von Wired-Chef und Web-Guru Chris Anderson: „Now it’s the Web’s turn to face the pressure for profits and the walled gardens that bring them. Openness is a wonderful thing in the nonmonetary economy of peer production. But eventually our tolerance for the delirious chaos of infinite competition finds its limits. Much as we love freedom and choice, we also love things that just work, reliably and seamlessly. And if we have to pay for what we love, well, that increasingly seems OK. Have you looked at your cell phone or cable bill lately?“ Hot Spot Information Management Seite 6 06.10.2010, E. F.Heinold
  7. 7. These 5: Content bleibt King! • Der Stellenwert von „Inhalten“ ist je nach Verlagstyp unterschiedlich. • Wer „Unique Content“ oder einzigartige Medien- produkte hat, ist weiterhin König, denn: Wer Cornelia Funke lesen will, will Cornelia Funke lesen. • Das gilt für vor allem für Autoren(inhalte). • Auch in der Werbevermarktung zeigt sich: Hochwertige redaktionelle Inhalte sind die beste Grundlage für Werbeerlöse! Hot Spot Information Management Seite 7 06.10.2010, E. F.Heinold
  8. 8. These 6: Context und Nutzen wird King • In vielen Bereichen verliert Content an Wert, besonders drastisch zu sehen im Bereich Wissen für Publikumsmärkte (Nachschlagewerke, Lexika etc). • Hier werden zwei andere Faktoren wichtig: • Context des Kunden in seiner Verwendungssituation: Wer hier die Inhalte pass- und punktgenau liefert, kann dafür weiterhin Geld verlangen • Nutzen für den Kundenprozess = Lösung des Kundenproblems = Software / Applikation + Content Hot Spot Information Management Seite 8 06.10.2010, E. F.Heinold
  9. 9. Zu These 6: Kunden wollen keinen „Content“ • „Customers aren’t in the market for ‚content.‘ They want compelling products and services that educate, inform and entertain them — or simply make their lives easier and better. As the markets for those customers become increasingly global (and relentlessly mobile), understanding what the forces of change at work mean for them can help shape the right strategy for you.“ Hot Spot Information Management Seite 9 06.10.2010, E. F.Heinold
  10. 10. These 7: Content Management wird komplexer Wenn aus Medienprodukten „Content“ wird: • Granulare Contenteinheiten kleiner als Buchkapitel oder Zeitschriften • Metadaten • Content Syndication • Business Information: Rechte / Abrechnung / Honorare • Content-Workflow / Automatisierung • Content und Kundendaten zusammenbringen Hot Spot Information Management Seite 10 06.10.2010, E. F.Heinold
  11. 11. These 8: Vertrieb über Aggregatoren bleibt zentral • Endkundenmarketing hin, Direktverkauf her: • Für die meisten Verlage führt der Weg zum Kunden weiterhin (Buchhandel) oder verstärkt (Amazon) über Händler oder Aggregatoren (Juris). • Auch in der digitalen Welt werden Händler und Aggregatoren durch den Kundenzugang immer mächtiger und können Bedingungen vorschreiben (siehe Apple). • In Fachmärkten versuchen die großen Verlage deshalb, selbst zum Aggregator zu werden. Hot Spot Information Management Seite 11 06.10.2010, E. F.Heinold
  12. 12. These 9: Preisemodelle werden vielfältiger • Der gebundene Ladenpreis für Printprodukte bleibt... • ...wird aber für immer mehr Verlagsangebote irrelevant • Verlage brauchen Preismodelle für: • Bundle-Produkte • Nutzung (nicht Besitz, z.B. zeitlich begrenzt) • Lizenzierung für Unternehmen • Flatrates • ...etc. Hot Spot Information Management Seite 12 06.10.2010, E. F.Heinold
  13. 13. These 9a: Verlage brauchen innovative Personalpolitik • Verlagsgeschäft ist und bleibt „people business“ • Gewinnung und Förderung von Mitarbeitern ist deshalb ein zentraler Erfolgsfaktor. • Verlage brauchen sowohl junge Mitarbeiter, also auch solche aus anderen Branchen • Verlagen müssen ihre Stellenprofile modernisieren, erneuern oder ganz neuen stellen schaffen • Verlage konkurrieren mit anderen Medien, Agenturen, Internetanbietern, ja sogar Hot Spot Information Management Seite 13 06.10.2010, E. F.Heinold
  14. 14. These 9b: Change Management wird wichtiger • Verlagsgeschäft ist und bleibt „people business“. • Mitarbeiter müssen bei Veränderungsprozessen mitgenommen werden. • Change Management sollte Kernbestandteil eines jeden Veränderungsprozesses sein. • Change Management ist ein großes Wort, besteht aber aus lauter pragmatischen Instrumenten: Zielvorgaben, Comittment, Kommunikation, Partizipation, Projektmanagement, Weiterbildung Hot Spot Information Management Seite 14 06.10.2010, E. F.Heinold
  15. 15. Der Werbeblock • Diesen Vortrag maile ich Ihnen gerne zu, wenn Sie mir Ihre Visitenkarte geben. • Neue Studie „Change Management in Fachverlagen“. Präsentation: 07.10.2010, 12.30, 4.2 B 406. • Wenn Sie mehr über uns wissen wollen, dann kommen Sie gerne zu uns an den Stand: 4.2 P 449. • Abonnieren Sie unseren Newsletter oder besuchen Sie uns im Internet: www.hspartner.de. Hot Spot Information Management Seite 15 06.10.2010, E. F.Heinold
  16. 16. Zum Abschluss Ich wünsche Ihnen eine erfolgreiche Messe! Hot Spot Information Management Seite 16 06.10.2010, E. F.Heinold
  17. 17. Vielen Dank für Ihre Aufmerksamkeit! Ehrhardt F. Heinold Heinold, Spiller & Partner Unternehmensberatung GmbH BDU Behringstraße 28a 22765 Hamburg Telefon: + 49 40 3986620 Fax: + 49 40 39866232 Internet: www.hspartner.de Blog: http://publishing-business.blogspot.com E-Mail: ehrhardt.heinold@hspartner.de Hot Spot Information Management Seite 17 06.10.2010, E. F.Heinold

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