1. Evolution in the Digital Age
Randy Petway, COO, Publishing Technology

2. About Publishing Technology

4. What do we do?
Content
Systems
Royalties
Permissions
Editorial & Production
Online Sales & Marketing
Digital & Print Distribution
Audience
Development
Global Sales Representation
Telemarketing
Market Research
Customer Service
Strategic Consulting
Content
Delivery
Online Platforms
Semantic Enrichment
Mobile
Ecommerce
Access Entitlement

5. Global Provider
BostonSomerset, NJ
OxfordBath
São Paulo
New Delhi
Beijing
Sydney

6. Notable Clients

7. Publishing Technology in the News

8. Adapt to Survive or Adapt to Thrive?

9. Adapt & Thrive – 7 Habits for Publishers
 Embrace change
 Know your competition
 Know your audience
 Reach your consumer
 Reclaim, reuse, recycle
 Get out of your comfort zone
 Avoid square pegs

10. Change is the New Normal
Page 10
 Publishers must move toward digital proactively, not reactively
 Consumers remain one step ahead in their content consumption habits
 Consumer expectations are not set by the traditional supply chain
 Publishers need to evolve and change their mindset if they expect to prosper
in the future

11. Know Your Audience
Page 11
 Readers are accustomed to free and inexpensive content
 Newspapers, for example, largely orchestrated their own demise by trading
paid access for web traffic without the ad revenues to make up the difference
 It’s not too late for book publishers to monetize digital content by better
connecting with their readers

12. Know Your Audience
Page 12
Automatic recording of
Customer Interests
Customer
Alert Management
(also via Self
Service)

13. Know Your Competition
Page 13
 Digital content vies for attention in a crowded media landscape, including
movies, games and the web
 Enhanced user experiences are the norm, with video, audio, reference links
and added value

14. Reach Your Consumer
Page 14
 You can’t rely exclusively on the traditional book supply chain
 B2C, B2B2C, C2C, A2C all matter
 Subscriptions, timed-access, mobile and social commerce require a rethink of
pricing and delivery models
 Social media and online communities offer new opportunities to connect
directly with readers, especially if integrated with ecommerce and fulfillment
systems

15. Reach Your Consumer
Page 15
 Email
 Social Media
 Websites

16. Reclaim, Reuse, Recycle
Page 16
 With the right tools, publishers can tailor products for individual readers
 Fragmenting and bundling of assets
 New opportunities to reimagine, repackage and add value

17. Reclaim, Reuse, Recycle
Product Fragmentation
Page 17
Fragments can be linked together in hierarchical, and non-hierarchical relationships
Ex. of a group of fragments linked together in a hierarchical relationship
Product fragments can be created at the lowest level and grouped together

18. Square Pegs vs. Round Holes
Page 18
 Print-based systems can’t be contorted into a viable solution for digital
content
 B2B systems can’t be contorted into viable B2C systems
 Your business infrastructure must evolve with your products
 Digital has implications on product development, ecommerce, fulfillment,
financials, reporting and royalty calculations, for starters

19. Get Out of Your Comfort Zone
Page 19
 Test new product strategies and business models in earnest
 Future-proof your business

20. Get Out of Your Comfort Zone
New Business Models
Page 20
Items can be grouped
and options applied
In this example, the bundle comprises of :
2 Subscription products
1 Subscription collection (multiple subscriptions)
1 Book
1 E-Book
1 Pack of Books
3 Articles (Pick 3 from selection of 5)
1 Subscription (Pick 1 from a selection)

21. Page 21
Get Out of Your Comfort Zone
New Business Models

22. Page 22
New Business Model Challenges
Revenue Allocation

23. Page 23
New Business Model Challenges
Invoicing & Pricing

24. Page 24
New Business Model Challenges
Renewals

25. Page 25
New Business Model Challenges
Service Options

26. Adapt & Thrive – 7 Habits for Publishers
 Embrace change
 Know your competition
 Know your audience
 Reach your consumer
 Reclaim, reuse, recycle
 Get out of your comfort zone
 Avoid square pegs

27. Thank you
@PublishingTech