Five Technologies That Are Transforming Print Sales Today


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My presentation from the PSDA Spring Technical Conference June 1-3 in New Orleans

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Five Technologies That Are Transforming Print Sales Today

  1. 1. Five Technologies that are  Transforming Print Sales Today T f i P i tS l T d
  2. 2. quot;Technology will never replace people. People who use technology will replace people who don't.quot;
  3. 3. Agenda • Trends Affecting You g • Communication Technology Overview – Internet Broadband – Content Management – Multichannel Formatting – Social Media and UGC Social Media and UGC – Cloud Computing • How Do You Compete with Free? • Near Future Opportunities • The New Normal?
  4. 4. The More Things Change The More Things Change “Students today can t prepare bark to Students can’t calculate their problems. They depend upon their slates which are more expensive. What will they do when their slate is dropped and it breaks? They will be unable to write!” Teachers Conference, 1703
  5. 5. The More Things Change The More Things Change “Students today depend upon paper Students too much. They don’t know how to write on slate without chalk dust all over themselves. They can’t clean a slate properly What will they do properly. when they run out of paper?” Principal’s Association, 1815 p ,
  6. 6. The More Things Change The More Things Change “Students today depend too much Students upon ink. They don’t know how to use a pen knife to sharpen a pencil pencil. Pen and ink will never replace the pencil. pencil ” National Association of Teachers, 1907
  7. 7. The More Things Change The More Things Change “Students today depend too much Students upon store bought ink. They don’t know how to make their own When own. they run out of ink they will be unable to write words or ciphers until their next trip to the settlement. This is a sad commentary on modern education.” The Rural American Teacher 1929 R ral Teacher,
  8. 8. The More Things Change The More Things Change “Students today depend upon these expensive fountain pens. They can no longer write with a straight pen and nib, (not to mention sharpening their own quills). We parents must not allow them to wallow in such luxury to the detriment of learning how to cope in the real business world, which is not so extravagant.” PTA Gazette, 1941
  9. 9. The More Things Change The More Things Change “Ballpoint pens will be the ruin of Ballpoint education in our country. Students use these devices and then throw them away. The American virtues of thrift and frugality are being discarded. Business and banks will never allow such expensive luxuries ” luxuries. Federal Teacher 1950 Teacher,
  10. 10. The More They Stay The Same The More They Stay The Same “Twitter is passing fad Twitter is passing fad  that is sweeping the  nation nation” John Stewart, 2009
  11. 11. Stages of Innovation Stages of Innovation
  12. 12. Shortened Adoption Curve Shortened Adoption Curve
  13. 13. Mass Marketing Bubble Mass Marketing Bubble
  14. 14. Modern Trends Modern Trends
  15. 15. New Vocabulary Words New Vocabulary Words Accessible Satellite Imagery ibl lli Portable Digital Media Players P t bl Di it l M di Pl Blogs RSS BlackBerry Satellite Radio Bluetooth Second Life Cable modem/DSL Smart Wireless Phones Facebook Text Messaging HD TV, Blue Ray DVD USB flash/thumb drives Home Networking H N t ki TiVo iPod YouTube Google Video Chat GPS Voice Over IP MySpace Wikipedia MP3 Xbox MP4 Wii
  16. 16. Presidential Campaign Tech Presidential Campaign Tech “Thomas Jefferson used newspapers to win the presidency, F.D.R. used  radio to change the way he governed, J.F.K. was the first president to  understand television, and Howard Dean saw the value of the  understand  and Howard Dean saw the value of the Web for raising money. But Senator Barack Obama understood that  you could use the Web to  you could use the Web to lower the cost of building a political  lower the cost of building a political brand, create a  sense of connection and engagement,  and dispense with the command and control method of governing to  p g g allow people to self‐organize to do the work.”    ‐ The New York Times
  17. 17. Ubiquitous Broadband Connectivity Ubiquitous Broadband Connectivity • 3G and 4G Wireless 3G and 4G Wireless – 300 to 30000 Kbps – Anytime Anywhere Anytime, Anywhere • Fiber Optic Cable  – 10/100/1000 Mb 10/100/1000 Mbps • Local Networks – 1 to 10 Gbps
  18. 18. Some Broadband Apps Some Broadband Apps • Teleconferencing • Real Time Messaging • Smart Media Devices S di i • Unified Communications • Network Consolidation • Remote Review/Approval Remote Review/Approval • Web Portals and Apps
  19. 19. Remote Presence Remote Presence
  20. 20. Microsoft Bing Microsoft Bing
  21. 21. Wolfram Alpha Wolfram Alpha
  22. 22. Google Wave Google Wave
  23. 23. Broadband Penetration Broadband Penetration
  24. 24. Cost of Speed Cost of Speed
  25. 25. Content and Asset Management  Content and Asset Management • Check‐in/Check‐out  / • Versioning and Workflow • Multi Language /Locale  • Multiple Transforms /  Formats • A t Automation Tools ti T l • Local and Remote System  Integration • Content Organization
  26. 26. Web CMS Tools Web CMS Tools • Basis for advanced Basis for advanced – Web2Print – eCommerce – Customer Facing – Collaboration – Web Management
  27. 27. Automated Multichannel Formatting Automated Multichannel Formatting • PDF, Email, Web,  Multimedia, – – Adobe Newsflash dobe e s as • Workstations, Smart  Phones, Multimedia  Devices, E‐Ink Devices Devices E‐Ink Devices • Web2Print – Print Procurement  – Document Management  – Marketing Management  – Workflow Automation 
  28. 28. Collaboration and User  Generated Content d • Everyone gets to be a  producer/publisher • Release control in  exchange for help • Ecosystem of end users  g create and organize • Collaborative  Intelligence
  29. 29. TIME  MINE  TIME ‐ MINE
  30. 30. • People Powered  p Magazine • Local Newspaper Model  • Web2Print via Blogs / RSS • Local Ad support by topic • El t i Electronic or Print  Pi t Deliveries • Open Source Project Open Source Project – Funded by Knight‐Ridder  Foundation Grant
  31. 31. • HP CMO Strategy:  gy – 'Democratize Print  Publishing‘ • Hyped the new Hyped the new • Who can be a  magazine publisher? – Anyone Can • E bl Enables people to  l t publish their own  py g hardcopy magazines
  32. 32. • Digitally Printed Digitally Printed  Newspaper  • Short‐Run Distributed Short Run Distributed • Niche Publication or  Special Editions Special Editions • Micro‐zone Publishing • P Personalized  li d Newspaper 
  33. 33. Web 2.0 and Publishers Web 2.0 and Publishers • Many organized around Web and Offset scale y g • One to Many is Declining • Cash Cows Gone – CSM Goes To Online Exclusively – NYT Ads 27% Down 4/21 1st Qtr, $74M US – NAA stops printing magazine NAA stops printing magazine • Accelerating shift towards Digital Delivery • Now Beats Tomorrow • An Expectation for Free • Consumers will Pay for Convenience
  34. 34. How do you compete with free? How do you compete with free? • Manufacturing Model  – Give something away to sell  i hi ll something else (razors) • Media Model – Advertising Supported • Digital Model – Marginal costs almost free • Gift Model – – Non monetary economy Non‐monetary economy  • (beads for friends) • Reputation • Attention • Expression – Freemiums • Software • Games • Communities Wired s Chris Anderson Wired’s Chris Anderson – Tiered Pricing
  35. 35. Social Media Networks • Recommendation Engines g • Social CRM • Real Time Messages • Conversations • Status Exchange  • Blogs and News • Audio and Video • Recommendations R d i • Social Media Landing Pages 
  36. 36. Trading Brand Control for Value Trading Brand Control for Value • quot;a whole new generation  g only knows nothing but  this kind of connected  communications with  communications with other people“  • “In the 60’s brands  turned to typography to  control brand … now they  can just do can just do” • Letting Your Audience Co‐ Technorati’s Peter  Hirshberg Create
  37. 37. Participation, Collaboration,  Transparency, Conversations  • CRM and Social Media Integration CRM and Social Media Integration – Service Cloud • Communities Organize For or Communities Organize For or  Against Brands • Missing Strategy can Hurt Brands Missing Strategy can Hurt Brands • Social Network API’s – C b i t Can be integrated with CRM, Campaign Management t d ith CRM C i M t – Can be used for triggered messaging
  38. 38. Social Media IS for Printers!  Social Media IS for Printers! “Printers should be helping  clients manage their  social networking  i l ki initiatives, web sites, e‐ mail campaigns, not just  mail campaigns not just using them for their own  businesses” Dr Joe Webb, April 2009
  39. 39. Grid and Cloud Computing Services • Salesforce com • Zoho Apps • Google AppEngine G l i • Amazon AWS • MS Azure
  40. 40. 3 Cloud Delivery Models 3 Cloud Delivery Models • Cloud Software as a Cloud Software as a  Service (SaaS) – Use provider’s applications  over a network  over a network • Cloud Platform as a  Service (PaaS) – Deploy customer created Deploy customer‐created  applications to a cloud  • Cloud Infrastructure as a  Service (IaaS) Service (IaaS) – Rent processing, storage,  network capacity, and  other fundamental  computing resources ti 40
  41. 41. New York Times Case Study New York Times Case Study • No coordination with Amazon – used a credit card! d dit d! – Less than $500 • 15 million scanned news  articles l – 4TB PDF data • Took grid computers 24 hours  g p – would have taken months on  NYT computers • “It was cheap  t as c eap experimentation, and the  learning curve isn't steep.” – Derrick Gottfrid, Nasdaq Derrick Gottfrid, Nasdaq 41
  42. 42. Near Future Opportunities Near Future Opportunities • Printers Are Not in the Printing Business te s e ot t e t g us ess – They are in the manufacturing and fulfillment biz – Can expand into helping clients with all media management • Software Systems and Media Fulfillment Software Systems and Media Fulfillment – “Every book manufacturer should have an active digital book initiative” – Systems can make digital content workflow available to customers • More SaaS, Less IT – More options, less cost – Mashups will become the norm will become the norm • Niche Printing Apps with UGC – Photobooks, Micropublishing, Content Management, Distributed  Networks, Web2Everything N t k W b2E thi
  43. 43. Web2Everything
  44. 44. The New Normal The New Normal “The result will be an  environment that,  environment that, while different from  the past, is no less  the past, is no less rich in possibilities for  those who are  those who are prepared.”
  45. 45. Conclusions • Trends Drive Change – Cycles are Happening Faster • Technology Changes Media Usage – Media mix is ever changing Media mix is ever changing – Print is not dead, it’s role is evolving • Digital Delivery Opportunities – Niche of 1, online and offline – Manufacturing and fulfillment – Online creation, proofing and approval • Systems Will Cost Much Less – And are vital for your future • Normal will be Different Normal will be Different
  46. 46. Questions Jeffrey Stewart Chief Technical Officer Chief Technical Officer t @t kk