Europeans are adopting technology faster than Americans. Internet and mobile usage is higher, with more smartphones and social media adoption. Europeans also have higher rates of online banking. This document discusses how the publishing industry must adapt to these trends. Publishers need to provide more digital content and rethink pricing strategies. They should learn from customer data to improve services for authors and readers. Publishers also need international cooperation to compete globally with companies like Amazon.

1. Foto de Alicia Martín: http://www.trinta.net/artista.php?id=42

2. What’s Different (and What’s the Same) in
Europe

3. Fast forward market
Mobile use , social networks, online banking, Internet access, etc.

4. Europeans embrace tecnology faster
than Americans

5. Faster growth in Internet users
Last 10 yrs: 353.1 % in Europe vs. 151.7 % in USA
http://www.internetworldstats.com/stats.htm

6. More mobiles than Europeans
Average 120 mobiles / 100 persons in Europe versus 89 per 100 in USA

7. Higher usage of smartphones
400% increase in web searches via smartphones
Search is done at point of sale (bookstores, libraries, etc.)
Results are shared in Social Networks
New discovery and reading habits

8. Is your website mobile friendly?
Do you know how many readers access your site via mobile devices?

9. More “social” than americans
Anual growth of 10.9% vs 6.6 in USA
http://www.economist.com/blogs/dailychart/2011/07/europe%E2%80%99s-social-media-hotspots

10. Higher online banking penetration
http://www.comscoredatamine.com/2010/10/top-10-countries-by-online-banking-penetration/

11. Let´s face it , we love technology

12. We tend to analyze treaths & opportunities
from a sectorial point of view

13. We forget that society is changing very fast
New discovery channels, new ways of consuming information,
new ways of sharing cultural experiences, etc.

14. Ebook adoption will not be different
© 2010, the Book Industry Study Group, Inc.

15. What will be the impact of the arrival of
international players in Europe?

16. Accelerate the growth of the digital market
http://www.flickr.com/people/7843389@N02

17. More devices (ereaders, tablets, smartphones) =
Higher demand for digital content

18. Do not forget - Empty devices

19. New device owners will go online to search for books

20. If not available…

21. Arrival of international players will force local
players to increase their digital offer

22. It will challenge your pricing strategy
P-books and e-books play in different economies
Dynamic pricing (offer/demand)

23. Expects rapid E-commerce growth
Europeans buy 4 times more from foreign webs

24. What do we do?

25. Think about technology as a service

26. Publishers have to main assets
Provide services to authors and readers

27. Provide better services to your authors
Greater financial transparency and shorter compensation payment periods

28. Share information about their book
performance
Engage with your authors

29. Proactive counselling services
beyond editorial content
Advise on digital rights, DRM, web design, etc.

30. Training services for your authors
How to use Twitter, Facebook, engage with readers, etc

31. Provide services around upcoming narrative skills

32. The Human Factor, your main difference
Amazon, Apple, Google, etc. “Non human” platforms

33. Start selling direct
Not only because of better margins, but because it will allow you to…

34. To access real time knowledge, to make
business decisions
Impact on sales and marketing strategy

35. Competitive advantage in the XXI
http://www.flickr.com/photos/29890539@N07/4648496819
Customer behaviour

36. In the digital economy you must know your client
http://www.flickr.com/photos/29890539@N07/4648496819

37. Day / time book discovery & purchase

38. Reading behaviour

39. Must track & analyze social reading practices

40. To provide your readers with premium services
Users are more willing to pay for services than content

41. Create a community of readers around
your content and authors
Engage with your readers

42. To provide discovery tools beyond purchase

43. Must develop book recomendations systems
on REAL reading satisfaction and affinities
http://www.flickr.com/photos/41397136@N00/417941900

44. To compete with Amazon, Apple, Google, etc
We need to create economies of scale

45. None of these companies think locally
Internet has no frontiers

46. International revenues of GAFA players in 2011
Google: 54 %
Apple: 54 %
Facebook: 38 %
Amazon: 46 %
http://www.niemanlab.org/2012/01/the-newsonomics-of-global-media-imperative/

47. We must think European
Must aggregate content, services, users, etc.

48. More than books
Not enough traffic to be competitive in the Net

49. We done it in other sectors

50. How to avoid Amazon taking over Europe?
1) Think about technology as a service
2) The Human Factor: Services to authors and readers
3) Increase your offer and redefine pricing
4) Sell direct: Understand customer behaviour
5) Develop new discovery tools beyond purchase
6) Create a Book Airbus consortium: More than books

51. Grazie mille / Thank you
Javier Celaya jcelaya@dosdoce.com Tel: +34.606.367.708
Web: www.dosdoce.com Twitter: @javiercelaya
LinkedIn: www.linkedin.com/in/javiercelaya