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Dobro jutro!!!
• Introduction
• Revolutions … classic, accident & digital
• I used to be ... Now I am!
• Examples
• Advice from a revolutionary...
The DIGITAL Revolution ... Revolutionary Times again!
Nicholas Negroponte:
‘Everything that can be digital, will be digital’
From ‘Being Digital’ 1995
Benny Landa:
‘... And PRINTING is no exception!’
IPEX 1998
Consumer
Print Service Provider
Content OwnersMarketing Agencies
ICT Services
Advertising OfficesDesign Bureau
Logistic PartnersPUSH (Collateral)
Consumer is exposed to (printed) material, paid for or
subsidized by 3rd parties
PULL (Product)
Consumer request for (printed) matter by means of a subscription,
book shops, internet, …
Corporation Publisher
Packaging, Brochures, Catalogues, Direct Mail, Flyers, Posters, Manuals, Newsletters,
…
Newspapers, Encyclopedia, Newsletters, School Books,
Comics, Magazines, …
The Print Communication Ecosystem
Now I am ...
... a graphic
communications specialist who helps his customers solve marketing problems
Multi Channel Campaigns Drive Results
• Marketers report an average improvement of 35% for multi channel campaigns (using print, e-mail, and web landing pages) over single channel print-only campaigns.
• Personalization brings even more improvement to campaign performance. Marketers reported an average improvement of close to 50% for personalized multi channel campaigns over static print-only campaigns.
Source: Print in the Mix, InfoTrends Study Provides Insight into Multi-Channel Communications Opportunity, January 9, 2009.
Consumer
Print Service Provider
Content OwnersMarketing Agencies
ICT Services
Advertising OfficesDesign Bureau
Logistic PartnersPUSH (Collateral)
Consumer is exposed to (printed) material, paid for or
subsidized by 3rd parties
PULL (Product)
Consumer request for (printed) matter by means of a subscription,
book shops, internet, …
Corporation Publisher
Packaging, Brochures, Catalogues, Direct Mail, Flyers, Posters, Manuals, Newsletters,
…
Newspapers, Encyclopedia, Newsletters, School Books,
Comics, Magazines, …
The Print Communication Ecosystem
Now I am ...
... a publishing supply chain
expert, demand forecaster, high speed service provider, channel captain, cash flow
and inventory turnover evangelist
20022003
20042005
20062007
20082009
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
764,448
Source: http://www.bowker.com/index.php/press-releases/616-bowker-reports-traditional-us-book-production-flat-in-2009
Explosion of new titles
Print production shifting to digital
Non-TraditionalTraditional
288,355
100,000
10,000
1,000
100
No.
Boo
k U
nits
Prin
ted
Neverin Print
Nth Editions
Minimum Offset
Economic Production
Quantity
Rare books,
Books backinto print
Review copies,comps,
(galleys),catalogs
Firstedition
Secondedition
Self Publishing
Areas in Blue are appropriate for OffsetAreas in Yellow are opportunities to incorporate Digital
Digital Inkjet Raises the Bar
Short
Runs
Typical book life cycle
Digital printing can improve supply chain efficiency
Pre-Production Active Editions Backlist / Reprints Out of Print
2015
Growth in digital print
TODAY
Most books print offset
OFFSETUnit volume CAGR
2010-2015-4.6%
DIGITALUnit volume CAGR
2010-2015+28.9%
e-BOOKS30% of
total bookssold
Source: InterQuest, 2010
Co-existence of printed books and e-books
SalesThe opportunity
RETAIL—50%
RETURN & CARRYING—
15%
PRODUCTION—
15%
ROYALTIES—
10%
SHIPPING—5%
Reduce costs through greater efficiencies
The 80/20 rule
80%of publisher revenues
[ 20% of titles ] [ 80% of titles ]
Manage inventory with digitally printed short runs
Digital short-run printing minimizes riskin all 3 inventory scenarios
The book worked The book bombed Harry Potter
A B C
Forecast: 100,000 unitsPrinting: 100,000 unitsUnit Cost: € 0.50Initial Sale: 80,000 unitsReprint: 25,000 unitsTotal Sale: 110,000 unitsReturns: 27,000 unitsYear-end Inventory: 42,000 unitsExcess Inventory: 25,000 units
Forecast: 100,000 unitsPrinting: 100,000 unitsUnit Cost: € 0.50Initial Sale: 40,000 unitsReprint: noneTotal Sale: 40,000 unitsReturns: 10,000 unitsYear-end Inventory: 70,000 unitsExcess Inventory: 70,000 units
Forecast: 14.0m unitsPrinting: 12.0m unitsUnit Cost: € 2.20Initial Sale: 12.0 millionReprint: 100k to 400kTotal Sale: 13.5m unitsReturns: 1.6m unitsYear-end Inventory: 1.9m unitsExcess Inventory: 1.0m units
Some Advice
• #1 Business Challenge in the 21st Century …
• … Innovation and Growth!!!
• People always OVERestimate in the short run …
• … But UNDERestimate in the long run !!! (hype cycle)
The Hype Cycle & DPInterest
In New technology
TimeTechnology
TriggerPeak ofInflated
Expectations
Through OfDisillusionement
Slope OfEnlightenment
Plateau OfProductivity
IPEX 1993
Drupa 1995
Drupa 2000
IPEX 2002
Drupa 2004
IPEX 2006
Drupa 2008
Some Advice
• #1 Business Challenge in the 21st Century …
• … Innovation and Growth!!!
• People always OVERestimate in the short run …
• … But UNDERestimate in the long run !!! (hype cycle)
• In order to succeed …
• … Your desire for success should be greater than ….
Your fear of failure !!! (Bill Cosby)
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