Presentation made around this media displayed half at the beginning of the presentation, half at the end: "The Future of Publishing - created by DK (UK)" Penguin Group USA Youtube Channel: http://www.youtube.com/watch?v=Weq_sHxghcg
1. Book Publishing The Ebook Revolution – Case of a Traditional Publisher Penguin Group IMBA section N4 – Group B
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5. 2. Traditional Model Product Customers Channels Advertising Printing & Supply Inventory Management Price Discrimination Word of Mouth Face to Face Coverage Reduce Risk
8. 5. Penguin Group Pearson PLC Pearson Education FT Group Penguin Group Source: http://www.pearson.com/about-us/consumer-publishing/performance-2009/ Millons of Pounds 2009 2008 Growth Sales 1,002 903 11% Adjusted operating profit 84 93 -10%
9. 6. Strategy Game for Penguin Suppliers Industry Customers Impact on the standard industry Be a quarterback of the industry to expand the customer base
10. 7. How? Product Customers Channels Advertising Freemium online offer Active CRM Online community & recommendations Easier segment targeting Piracy?? Dual channel: traditionnal & digital Although I did enjoy to my degree the extent of entrepreneurship in the setting up of creativity and ideas, I have to point out that we focused a lot on VCs. On this side, we are not in the US or any look alike countires, well yes, Europe s got its specifities believe it or not, strength and weaknesses, we ve been repeated a lot that there is no a comparable place for investments within Europe. I still don t buy that entrepreneurship is less valued and more difficult in europe compared to the US, sustainability and control feedbacks are better valued here and yes we start to have VC and other investments, but one entrepreneurship person should understand that you have to adapt to the environment you are in. Europe is far more administrative in a good and a bad sense, and during this course i ve slightly been given valuable insights on these view, understanding the protocol behind chamber of commerce to create your company would be a first requirement.
The traditionnal model being challenged, description, they do add value what is missing
Marketing efforts once all efforts consolidated between peers experts and authors Authors required to cover promotion Release of back cover in newspaper Cinema for adaptation Library Word of mouth
Explain about ebooks, SWOT and Business Model Benefits: Web community: recommendations Knowledge management Environmentally friendly More aligned to surf any fashion wave Easier CRM Interaction (link with wikipedia and other reference website, google docs) Easier supply via blogsophere Weaknesses Indirect publishing agents Quality and overflow of contents Requires more investment of initial authors
Penguin Group Today, strategy, new possible business model Financial results, offerings and established objective for 2009 Contemporary books Traditionnal books
Simple, be wiped out or react
Freemium model: traffic builder, knowledge database, community, CRM Ensure knowledge management Offer to younger generation with more interaction Bye bye fixed cost of traditionnal printing press Partnership with ebook makers Bunlding Minimization of risks and costs Focus on key strategic ressources and core activities, offering know how and high quality content
It is not only the customer perception that has and will continue to change, Penguin and its parent company (Pearson owning Penguin Group, FT, and other education) should eliminate past dependencies about the nature of the industry and avoid industry myopia. Let s get optimisitc From 1 min 06 onwards The future, as the past, has been always abouth customers. They are evolving and internet is fundamental to the way yhey live.
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