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Online Travel Guide: The market leader in digital travel guide content delivery
Competitive Advantage <ul><li>To lead the market you must either provide innovative product differentiation or be a lowest...
FOCUS OF SERVICE INFRASTRUCTURE Horizon 1 Horizon 2 Key Products / Services Horizon 3 Geographical Focus UK Worldwide Reve...
Competitive Forces Travel Guide Competitors AA Berlitz Bradt DK Travel  Fodor’s  Lonely Planet’s Rough Guides Suppliers Ne...
Online Travel Guide
Component Considerations <ul><li>What content to cover, e.g. image, text, audio, video, etc? </li></ul><ul><li>Specificati...
Multi-Book Format e-Novels
Contact <ul><li>Technology architecture & solutions are justified at a strategic and financial level by preparing a busine...
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1 Influencing Strategic Thinking

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Illustrating three horizons for developing publishing products to create new media by aligning business and IT strategy.

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1 Influencing Strategic Thinking

  1. 1. Online Travel Guide: The market leader in digital travel guide content delivery
  2. 2. Competitive Advantage <ul><li>To lead the market you must either provide innovative product differentiation or be a lowest cost producer. Most of publishing industry’s energy is spent on cost reduction. Here is an opportunity to lead through product differentiation. </li></ul><ul><li>Online Travel Guide & e-Novels Tipping the Scales of Competition by: </li></ul><ul><ul><li>Creating new markets to distribute digital content locked in books </li></ul></ul><ul><ul><li>Using the novelty factor to increase next generation readership </li></ul></ul><ul><ul><li>Realising personal publishing through direct Print-on-Demand linkages </li></ul></ul><ul><ul><li>Reducing retailer power and influence by building direct channels </li></ul></ul><ul><ul><li>Eliminating the risk of over production, returns and wastage </li></ul></ul><ul><li>A company creates value for a buyer that justifies a premium price or preference at a equal prices by either lowering buyer cost or raising buyer performance. </li></ul><ul><ul><li>Michael Porter </li></ul></ul><ul><ul><li>What is not different is not strategic </li></ul></ul>
  3. 3. FOCUS OF SERVICE INFRASTRUCTURE Horizon 1 Horizon 2 Key Products / Services Horizon 3 Geographical Focus UK Worldwide Revenue / Growth Core 0-6 months Growth 6-24 months New > 2 years Managerial Focus Substantial returns, declining growth ‘ Cash cow’ to fund future investments <ul><li>Reprints & Tie Ins </li></ul><ul><li>New Editions </li></ul><ul><li>New Product Packs (combinations) </li></ul><ul><li>New Markets </li></ul><ul><li>Retailers </li></ul><ul><li>Book Clubs </li></ul><ul><li>Industry </li></ul><ul><li>Supplements </li></ul>Reducing cost & guarding profitability Defending market share UK Worldwide Increasingly important source of new revenue <ul><li>New Product Category </li></ul><ul><li>New Book Titles </li></ul><ul><li>Digital Publishing (pdf, HTML books) </li></ul><ul><li>Custom Publishing (volume) </li></ul><ul><li>Industry Promotion (e.g. Kellogg, Disney, etc) </li></ul><ul><li>Textbook & Case Studies </li></ul><ul><li>Building market share & revenues </li></ul><ul><li>Direct channels </li></ul><ul><li>Market segmentation </li></ul><ul><li>Increasing capital productivity </li></ul>UK Worldwide Low negative revenue with rapid growth potential <ul><li>Digital Publishing (e-paper) </li></ul><ul><li>Content Publishing, e.g. </li></ul><ul><li>Travel Industry Content </li></ul><ul><li>Publish by interest; sights, pubs </li></ul><ul><li>Personal Books </li></ul><ul><li>Online Storytelling </li></ul><ul><li>Print on Demand </li></ul>Assessing H3 business model Risks assessment Building alliances Content pricing models Component content mgmt Influencing technology direction Marketing Resource Management Direct Marketing <ul><li>Horizon 3 Product Platform </li></ul><ul><li>Content Management </li></ul><ul><li>Text to Speech Technology </li></ul><ul><li>e-Paper Books </li></ul><ul><li>Billing </li></ul>FOCUS OF SERVICE INFRASTRUCTURE
  4. 4. Competitive Forces Travel Guide Competitors AA Berlitz Bradt DK Travel Fodor’s Lonely Planet’s Rough Guides Suppliers New world labour arbitrage Buyers Book Stores (M&A) Supermarkets (leading titles) Amazon.com But not travel or rent-a-car agencies Substitutes Travel agent websites Travel Channel Travel magazines Newspaper supplements Citysearch, budgog, walkabout, etc Google.com Frommers.com New Entrants Wiki Travel http://wikitravel.org/en/Main_Page Yahoo Travel
  5. 5. Online Travel Guide
  6. 6. Component Considerations <ul><li>What content to cover, e.g. image, text, audio, video, etc? </li></ul><ul><li>Specification of the ideal re-useable content component. </li></ul><ul><li>Change from authoring publications to authoring content (format and presentation is last) </li></ul><ul><li>Search versus classification taxonomy. </li></ul><ul><li>What is the lifecycle of the content to be stored? </li></ul><ul><li>xml, DocBook, pdf, Unicode, XSLFO and other Standards. </li></ul><ul><li>Configuration of workflows and approval processes. </li></ul><ul><li>Configuration of templates, style sheets, DTD, xml schema, etc. </li></ul>
  7. 7. Multi-Book Format e-Novels
  8. 8. Contact <ul><li>Technology architecture & solutions are justified at a strategic and financial level by preparing a business case. </li></ul><ul><li>See Business Analysis: A Guide to Aligning IT & Business Strategy The Data Administration News Letter- TDAN </li></ul>

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