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At Publishing Technology's Fall 2012 Executive Exchange customer event, COO Randy Petway presents his view of the future of the publishing industry, including new realities such as the shift to mobile, the shift to social, their influence on behavior and corresponding opportunities and threats.
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Futuristic View of the Publishing Industry
Disclaimers
Futuristic
I won’t be using the term “Publishing” very often
I’m not recommending the vendors, just the concepts
Not a commercial…but…
Trends Realities
Realities…….Shift to mobile….
35% 201680%
Realities….Shift to “social”
Realities…. Influence of mobile and social on behavior
Realities….Social Commerce
Economic Realities……
Economic Realities….Commercial Pressures
Impact On Behavior
How we conduct commerce?
Immediacy Experience
Experience……
Old models are being challenged by….…..
Choices Expectations
Expectations….…..
Today’s Behavior
Mobile has redefined expectations regarding immediacy
“Social” has redefined expectations regarding the “experience”
Technology has created an expectation of “frictionless transactions”
Opportunities (or threats)
Opportunity (or threat)….. Monetization of those trends
Focus your technology investment on………
Discovery
“High value” customers
Commerce innovation
Discovery….
“Amazon is the best place in the world to buy the stuff you know that you need; be the best at connecting your customers to the things they don’t know about.”
Discovery…. Curate your metadata
Discovery…. Connect the dots for your customers
Discovery…. Connect the dots for your customers
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Discovery…. Create and communicate product relationships
Example:2 Subscription products1 Subscription collection (multiple subscriptions)
1 Book1 E-Book1 Pack of Books3 Articles (Pick 3 from selection of 5)1 Subscription (Pick 1of 3)
Items grouped and options applied
Focus your technology investment on….. High Value Customers
“In an ecommerce world, the heaviest social media users (opinion leaders) are 3 to 4 times and iPad owners (early adopters) are 10 times more “valuable” than other customers.”
High Value Customers….. Stay close
High Value Customers….. Stay close
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High Value Customers….. Direct Marketing to Social Networks
Focus your technology investment on….. Commerce Innovation
Customers are different and have varying needs. There is not a single model that is best for everyone. Convenience, a lack of friction, and business models that reflect user needs are key.
Commerce Innovation…..Convenient and frictionless environments
Relationship Management
Customer Management•Model consortia, institutions, companies and individuals in ever expandable multi-parented hierarchy
•Keep all customer and product data in a single place
•Create targeted campaigns and promotions
•Engage social media
Commerce Innovation….Tomorrow’s business models
Product Management
Product Management•Model your full set of product in granular form in ever expandable multi-parented hierarchy
•Mix and Match to create new products.
•Share product information
Commerce Innovation….Tomorrow’s business models
Business ModelsBusiness Models
•Create simple and compound license and sales models
• Implement new models including ‘N clicks when referred from services’, ‘PPV’, ‘Pay post use’ etc.
•Spot the gaps in your current sales offerings and fill them
• Ingest revenue from all sources
Commerce Innovation….Tomorrow’s business models
Information/Content
Commerce System
Customer Management•Model consortia, institutions, companies and individuals in ever expandable multi-parented hierarchy
•Keep all customer and product data in a single place
•Create targeted campaigns and promotions
•Engage social mediaProduct Management•Model your full set of product in granular form in ever expandable multi-parented hierarchy
•Mix and Match to create new products.
•Share product informationBusiness Models•Create simple and compound license and sales models
• Implement new models including ‘N clicks when referred from services’, ‘PPV’, ‘Pay post use’ etc.
•Spot the gaps in your current sales offerings and fill them
• Ingest revenue from all sources
Commerce Innovation….Tomorrow’s business models
Person’s name
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who?(customers products)
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what?(products)
how?(licenses/promotions)
valid 1 year (calendar dates)
valid 1 month (from first use)
100 concurrent users
3-day trial
10 downloads
$500 annually
$100 at time of purchase
$25 one month in arrears
$10 recurring per quarter
free
Commerce Innovation….Putting it all together….
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