Publishing Perspectives Backlist 2014 Randy Petway Publishing Technology Case Study

Evolution in the Digital AgeRandy Petway, COO, Publishing Technology

About Publishing Technology

What do we do?

Content Systems

Royalties

Permissions

Editorial & Production

Online Sales & Marketing

Digital & Print Distribution

AudienceDevelopment

Global Sales Representation

Telemarketing

Market Research

Customer Service

Strategic Consulting

Content Delivery

Online Platforms

Semantic Enrichment

Mobile

Ecommerce

Access Entitlement

Global Provider

BostonSomerset, NJ

OxfordBath

São Paulo

New Delhi

Beijing

Sydney

Notable Clients

Publishing Technology in the News

Adapt to Survive or Adapt to Thrive?

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

Change is the New Normal

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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

Know Your Audience

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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

Know Your Audience

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Automatic recording of Customer Interests

Customer Alert Management (also via Self Service)

Know Your Competition

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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

Reach Your Consumer

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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

Reach Your Consumer

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Email Social Media Websites

Reclaim, Reuse, Recycle

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With the right tools, publishers can tailor products for individual readers Fragmenting and bundling of assets New opportunities to reimagine, repackage and add value

Reclaim, Reuse, Recycle Product Fragmentation

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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

Square Pegs vs. Round Holes

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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

Get Out of Your Comfort Zone

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Test new product strategies and business models in earnest Future-proof your business

Get Out of Your Comfort Zone New Business Models

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Items can be grouped and options applied

In this example, the bundle comprises of :2 Subscription products1 Subscription collection (multiple subscriptions)1 Book1 E-Book1 Pack of Books3 Articles (Pick 3 from selection of 5)1 Subscription (Pick 1 from a selection)

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Get Out of Your Comfort Zone New Business Models

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New Business Model ChallengesRevenue Allocation

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New Business Model ChallengesInvoicing & Pricing

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New Business Model ChallengesRenewals

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New Business Model ChallengesService Options

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

Thank you@PublishingTech