The publishing industry is hit hard by a Digital Tsunami. Like the Music industry, like Video distribution and like physical bookshops... the whole market got turned upside down.
This 101 survival kit indicates how publishers should adapt and implement critical change to survive as eBooks will be ruling the world in the very near future.
The Publishers Survival Kit - or - the 101 Digital eBook Strategy Kit
1. RIP° or DIP° ?
° Rest in Paper versus Digital Innovation Player
2. WHO AM I ?
I AM PRESIDENT OF A
PUBLISHING COMPANY…
PAPER + WEB + eBOOKS
john@911cobra.com
3.
4. 1. High pressure on prices and margins
2. New user behaviour (Tablet reading and I need it NOW…)
3. High speed evolving business models…
but with BAD TECHNICAL SOLUTIONS
4. Winner takes it all dynamics
like in the early Internet days)
5. Plug and Play business models from
unexpected fields
6. All gets easy in the digital world … but it is
hard to recruit competent digital staff
7. National markets are dead – all is now
international supply and demand related
THE TSUNAMIS7
11. « Everyone is a genius. But
if you judge a fish on its
ability to climb a tree, it
will live its whole life
believing that it is stupid. »
Albert Einstein
18. As Einstein said :As Einstein said :As Einstein said :As Einstein said :
"We can't solve problems by using"We can't solve problems by using"We can't solve problems by using"We can't solve problems by using
the same kind of thinking we usedthe same kind of thinking we usedthe same kind of thinking we usedthe same kind of thinking we used
when we created them.“when we created them.“when we created them.“when we created them.“
34. The « EVERYTHING WILL BE
MOBILE » revolution does
NOT make SENSE !
Books are already
« mobile » since ages…
Pocket edition = to be put
in your pocket like
your phone !
35. None of us reads simulanuously
several books… so why profile me ?
And it is not because I buy books
as a gift that I read them !
The « BIG DATA
PERSONALISATION
SERVICES »
do not exist !
36. The « SOCIAL NETWORK »
revolution does not exists !
• People that read are POOR in sharing
• People that share just read the introduction…
so BAD references
• Sharing & Likes do NOT bring readers (so NO
revenu) to you (shit)
37. « THE DIGITAL
WORLD IS
THERE TO STAY »
is UNTRUE !
If I buy a hardcopy, I can still read it in 2 years’
time. Not for an e-Book
Actual eBOOK formats are
NOT RELIABLE…
just a TRANSITION to the future !
38. The « SHIFT »
revolution does
not fit !
YES… the Internet shifts to
tablets and smartphones…
But revenues are
NOT !
39. WHAT IS YOUR
REAL BUSINESS
MODEL ?
McDonald is in Real Estate°…
Burgers are just marketing stuff !
Amazon is not in books –
they are in logistics !
°McDonald always announces the numbers of restaurants they have… never on the number of burgers they sold !
40. SO PUBLISHER…
WHAT IS YOUR REAL
BUSINESS MODEL ?
Printing books = The Paper and Ink Co ?
Selling books = The Logistics Co ?
Educational books = The Knowledge Co ?
Reading experience books = … hmm
you better fool yourself !
46. AND WHEN I SAY MASS PRODUCTION
IT MEANS CREATING REPEATABLE
STANDARDISED PRODUCTS FOR A
MASS AUDIENCE
47. THIRD INDUSTRIAL REVOLUTION
AMAZON
Traditional publishers were distribution champions… and with the
bookshops, they had a strong national sales network.
It all changed with Amazon – the best
logistics company in the world.
Amazon is not in books – they are in
logistics as they bring the books to you.
62. HOW IS THEIR BUYING
EXPERIENCE ?
• SLOW WEBSITE(s)…
• BAD SEARCH ENGINE…
• POOR PREVIEW INTERFACE…
• POOR PAYMENT INTERFACE…
• HOW LONG DOES ITTAKETO DOWNLOAD
AND OPEN A BOOK…
• FLICKERING PAGESWIPES…
• ANNOYING INTERACTIVITIES…
• HOW EASY IS ITTO READ A 981 pages ANNA
KARENINA BOOK ?
78. If you click on an AD… you lose the
purpose of your Internet journey
79.
80. « conversion
rates »
measurements
Recent research mentions that people that
share an article don’t fully read it !
°the peak of user shares/likes is at 7 seconds… impossible to have read the text !
85. 90 percent of all major
publishers embraced
native advertising - the
practice of selling
placements of brand-
sponsored content
longside its editorial.
SO DO IT ALSO !
96. Amazon is not longer a company… it is a
marketplace for all of its competitors.
97. LIKE A TOURIST AGENCY
They visit a village = they know your brand
They visit a street = they see your book series
They visit a house = they enter a book
If nice experience = they visit another house in
the street (buy another book of your collection)
If bad experience = they will leave and you lost
a client !
98. Social Networks
My Portal
Facebookdriven
Social networks
Amazon driven
Social networks
Distributiondriven
Social networks
My Business Partners
driven social networks
Digital
Authors
Multi-device story
teller experts
Integratorsof
multimediacontent
Book Musicians
??????
Blogs
Own campaigns
Articles
Feedsfor influencers
Book
creation
& distrib
THIS IS THE NEW NETWORK… FORGET THE OLD ONE
YouTube as a
blogJournalists
MyDistribution
network
Historical
printshops
Amazon
iTunes
GooglePlay
Mobile distribution
100. First arrow : influence recommendations
Make every book a price winner !
Second arrow : use CRM to reward book
engagement (badges, points, reductions…)
Third arrow : analyse their behavior and tune
their engagement (and opt-in %)
Forth arrow : use your content to make them
come back (you have gold in your hands,
show it to them !
101. Fifth arrow : create a service proposition
Give them goodies (like videos, Tshirts…)
Sixth arrow : create eco-system exclusivity !
Make them part of your club of Reader
Give them the opportunity to have a book
before others…
Seventh arrow :
use BIG DATA to become even BIGGER
111. IT IS ALL ABOUT WINNING
As a lager is not to drink but to get drunk !
112.
113.
114. THANKS FOR
READING
eMail : john@911cobra.com
Most recent book : Transforming Dinosaurs into Vampires
(available on all Amazon book stores)
SHARE
ME !
