Christian Publishing Web Age

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presentation for International Christian Publishers discussing the impact of Web 2.0 on their business

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Christian Publishing Web Age

  1. 1. A presentation by erwin huang, [email_address] 0608
  2. 2. Agenda <ul><li>A Changing World </li></ul><ul><li>A Framework of Values </li></ul><ul><li>5 x Case Studies </li></ul><ul><li>Issues and Topics </li></ul><ul><li>To Do.. </li></ul>
  3. 3. A little bit more on erwin <ul><li>IT expertise </li></ul><ul><li>Publishing industry </li></ul><ul><li>Christian IT solutions </li></ul><ul><li>Other works: </li></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><li>Mobile apps </li></ul></ul><ul><li>Current Job: </li></ul><ul><ul><li>Luxury Retail in China </li></ul></ul>
  4. 4. Brainstorm w you <ul><li>Brainstorm the future of the Publishing world </li></ul><ul><ul><li>Observe </li></ul></ul><ul><ul><li>Rethink </li></ul></ul><ul><ul><li>To do </li></ul></ul>
  5. 5. A Changing World <ul><li>Customer changing </li></ul><ul><li>Knowledge Society </li></ul><ul><li>Middle Class Power </li></ul><ul><li>People read less, </li></ul><ul><ul><li>they watch TV, they go online </li></ul></ul><ul><li>People don’t buy books </li></ul><ul><ul><li>Everything free.. They just copy what they want </li></ul></ul><ul><li>Hard to get scale </li></ul><ul><ul><li>Where is my clients? </li></ul></ul><ul><li>Hard to get scope </li></ul><ul><ul><li>What do they want? </li></ul></ul><ul><li>Country Specific: </li></ul><ul><ul><li>Have vs not have </li></ul></ul><ul><ul><li>Single child strategy </li></ul></ul>
  6. 6. Case Studies <ul><li>UBS bible Publishing </li></ul><ul><li>O’Rielly’s Safari Bookstore </li></ul><ul><li>A HK Education project </li></ul><ul><li>iTune Music store </li></ul><ul><li>Buy a Camera </li></ul>
  7. 7. A Framework of Values <ul><li>What do publishers do? </li></ul><ul><li>What value do they provide in the value chain? </li></ul><ul><li>A way of thinking </li></ul>
  8. 8. Where is our Added Value? <ul><li>Editorial and Writing </li></ul><ul><li>Layout </li></ul><ul><li>Print and paper </li></ul><ul><li>Packaging and Marketing </li></ul><ul><li>Distribution and inventory </li></ul>
  9. 9. Case 1: UBS bible Publishing <ul><li>How many bible can you create? </li></ul><ul><li>There is only ONE bible.. </li></ul><ul><li>Depends on your user (target segment) </li></ul><ul><ul><li>Translation </li></ul></ul><ul><ul><li>Youth </li></ul></ul><ul><ul><li>Sister’s version </li></ul></ul><ul><ul><ul><li>Office Lady (size) </li></ul></ul></ul><ul><ul><ul><li>Bed side version </li></ul></ul></ul><ul><ul><li>Brothers </li></ul></ul><ul><ul><li>Leaders </li></ul></ul><ul><ul><li>Journal </li></ul></ul><ul><ul><li>Discipleship </li></ul></ul><ul><ul><li>Topical… </li></ul></ul><ul><li>Editorial and Writing </li></ul><ul><li>Layout </li></ul><ul><li>Print and paper </li></ul><ul><li>Packaging and Marketing </li></ul><ul><li>Distribution and inventory </li></ul>
  10. 10. Case 2: O’Rielly’s Safari Bookstore
  11. 11. O’REILLY My Safari, the Product
  12. 12. Reading on My Safari
  13. 13. Safari, other products.. <ul><li>Editorial and Writing </li></ul><ul><li>Layout </li></ul><ul><li>Print and paper </li></ul><ul><li>Packaging and Marketing </li></ul><ul><li>Distribution and inventory </li></ul>
  14. 14. Case 3: A HK Education project <ul><li>Hk educational publishers </li></ul><ul><li>The mythical 25 kg backpack </li></ul><ul><li>The Solution </li></ul><ul><li>Lesson </li></ul><ul><ul><li>Personalized Education </li></ul></ul><ul><ul><li>Educator as publisher </li></ul></ul><ul><ul><li>Publisher's new role as Resource Provider </li></ul></ul>
  15. 15. The HK Education project <ul><li>Licensing </li></ul><ul><ul><li>Video content from Cable TV, CNN </li></ul></ul><ul><ul><li>Map content </li></ul></ul><ul><li>Payment Model </li></ul><ul><li>Physical Distribution + Virtual Distribution </li></ul><ul><li>Print on demand </li></ul><ul><li>IPR </li></ul><ul><li>there is no reason for illegal copying.. everything is accounted for </li></ul><ul><li>Government Support </li></ul><ul><li>simple and fair </li></ul><ul><li>Editorial and Writing </li></ul><ul><li>Layout </li></ul><ul><li>Print and paper </li></ul><ul><li>Packaging and Marketing </li></ul><ul><li>Distribution and inventory </li></ul>
  16. 16. Case 4: iTune Music store My library, my iphone/ipod
  17. 17. My Store <ul><li>Editorial and Writing </li></ul><ul><li>Layout </li></ul><ul><li>Print and paper </li></ul><ul><li>Packaging and Marketing </li></ul><ul><li>Distribution and inventory </li></ul>
  18. 18. What is the Long Tail? <ul><li>The 20:80 rule </li></ul><ul><ul><li>Wealth </li></ul></ul><ul><ul><ul><li>80% wealth own by 20% people </li></ul></ul></ul><ul><ul><ul><li>20% people paying 80% tax </li></ul></ul></ul><ul><ul><li>6-sigma </li></ul></ul><ul><ul><ul><li>80% problem caused by 20% causes </li></ul></ul></ul><ul><ul><li>Sales and Marketing </li></ul></ul><ul><ul><ul><li>20% salesmen doing 80% sales </li></ul></ul></ul><ul><ul><ul><li>80% of your marketing effect comes from 20% audience </li></ul></ul></ul><ul><ul><ul><li>20% products delivers 80% of total sales, e.g. CD, Retail.. </li></ul></ul></ul>
  19. 19. The long tail.. <ul><li>Where credits due: </li></ul><ul><ul><ul><li>Proposed by Chris Anderson, editor @Wired </li></ul></ul></ul><ul><ul><ul><li>Credited as a major milestone for the start of the Web2.0 movement </li></ul></ul></ul><ul><ul><ul><li>Originally focused on products and services </li></ul></ul></ul><ul><ul><ul><ul><li>Today will cover direct marketing, new services, one on one marketing </li></ul></ul></ul></ul>
  20. 20. The end of the music industry… as we know it.. <ul><li>Think per track, not per CD </li></ul>
  21. 21. Creating products for the long tail <ul><li>Delivering Product/Service to the customer </li></ul><ul><ul><li>At the right time </li></ul></ul><ul><ul><li>At the right place </li></ul></ul><ul><ul><li>At the right Price vs Value </li></ul></ul><ul><ul><li>Simply, easy user experience </li></ul></ul>
  22. 22. Case 5: Buy a Camera <ul><li>Commodity </li></ul><ul><ul><li>Hard to differentiate </li></ul></ul><ul><ul><li>Price, spec transparent, </li></ul></ul><ul><ul><li>features similar </li></ul></ul><ul><li>The Buying Experience </li></ul><ul><ul><li>Most people will check on the web, “reviews” before buying </li></ul></ul><ul><ul><li>Likely bought at a shop (Physical + Virtual exp) </li></ul></ul>
  23. 23. Location, Location, Location <ul><li>About buying a new digital camera.. </li></ul>Vs Somewhere in the Pacific Ocean.. ?? Mongkok, Chung Yuen, one of highest rent per sq ft in the world
  24. 24. Whale Shark experience.. Olympus Diving Camera Ad.. <ul><li>Value: </li></ul><ul><li>Pack+Mkting </li></ul><ul><li>Distribution </li></ul>
  25. 25. Issues and Topics <ul><li>Collective buying and bargaining </li></ul><ul><li>New Distribution Mechanism </li></ul><ul><li>IPR issue </li></ul><ul><li>Personalization and Community effect </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Print on Demand </li></ul><ul><li>Publishing as licensing </li></ul><ul><li>CRM, Customer life cycle </li></ul><ul><li>ARPU model vs Write, Edit, Layout, Print, Distribute, Pray. </li></ul><ul><li>Business Model study </li></ul><ul><li>Donations </li></ul>
  26. 26. Rethink Values <ul><li>Rethink License with Writer </li></ul><ul><li>Revisit the Market Structure </li></ul><ul><li>Rethink the Value Proposition </li></ul><ul><li>Reinvent the Distribution Network </li></ul><ul><li>Rethink the Product/Service </li></ul>
  27. 27. Donations <ul><li>Easily accountable </li></ul><ul><li>Clear deliverables </li></ul><ul><li>Tractable </li></ul><ul><li>Accountability </li></ul><ul><li>E.g the purpose driven project for senior </li></ul>
  28. 28. Vision and Thinking Exercise <ul><li>Publishing for a Country of Customer </li></ul><ul><li>A Developing Country, e.g. China, India </li></ul><ul><li>Demographic Profile </li></ul><ul><ul><li>Age Segregation </li></ul></ul><ul><li>A Platform that serves multiple Projects </li></ul><ul><li>Segmentations </li></ul><ul><ul><li>Students </li></ul></ul><ul><ul><li>Office Ladies </li></ul></ul><ul><ul><li>Oversea students returning </li></ul></ul><ul><ul><li>Villager </li></ul></ul><ul><ul><li>Factory Workers </li></ul></ul><ul><ul><li>Businessman </li></ul></ul>
  29. 29. A Platform
  30. 30. A Open Bible Training Platform for the country <ul><li>Books </li></ul><ul><ul><li>Reference </li></ul></ul><ul><ul><ul><li>Bible in every format, translation </li></ul></ul></ul><ul><ul><ul><li>Dictionary </li></ul></ul></ul><ul><ul><ul><li>Concordance </li></ul></ul></ul><ul><ul><ul><li>Commentary </li></ul></ul></ul><ul><ul><ul><li>Map </li></ul></ul></ul>
  31. 31. Course Material <ul><li>Teaching Kit </li></ul><ul><li>Student manual </li></ul><ul><li>Interactive Material </li></ul><ul><li>Multimedia material </li></ul><ul><li>Web-base homework platform </li></ul>
  32. 32. Discipleship tools <ul><li>Material </li></ul><ul><li>Network community tools </li></ul><ul><li>Cell Group and Fellowship Material </li></ul><ul><li>Personal Growth Stuff </li></ul><ul><ul><li>Leadership material </li></ul></ul><ul><ul><li>Calendar </li></ul></ul><ul><ul><li>Blogging and Journaling tool </li></ul></ul><ul><ul><li>Praying Group tool.. </li></ul></ul>
  33. 33. Projects on the platform <ul><li>Sample Project: the Elite Students </li></ul><ul><li>Target top 10 schools in the country </li></ul><ul><li>Student leaders with leadership and Christian values </li></ul><ul><li>Joining students from 3 countries </li></ul><ul><li>Develop Specific coursework </li></ul><ul><li>Out of class experience </li></ul><ul><li>Ref and content support </li></ul>
  34. 34. Summary: Rethink!! <ul><li>Rethink Values </li></ul><ul><li>Rethink License with Writer </li></ul><ul><li>Revisit the Market Structure </li></ul><ul><li>Rethink the Value Proposition </li></ul><ul><li>Reinvent the Distribution Network </li></ul><ul><li>Rethink the Product/Service </li></ul>
  35. 35. Where is our Added Value? <ul><li>Editorial and Writing </li></ul><ul><li>Layout </li></ul><ul><li>Print and paper </li></ul><ul><li>Packaging and Marketing </li></ul><ul><li>Distribution and inventory </li></ul>
  36. 36. Discussions

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