Presentation to the HK Publishing Industry, 第22屆印製大獎, AUG 10, 2010

1. Publish 2.0
a exploration of Publishing in the web 2.0 age
by erwin huang, vp HKITF
add me @facebook erwinhuang
presentation available @slideshare.net

3. the 2.0 consumer

4. the 2.0 consumer

7. it’s all about me

10. i want This!

11. i want it Now!!
i want This!

12. i want it Now!!

13. i want it Now!!
it want it Free!!

14. i want it Now!!
it want it Free!!
it want to share it with
the world!!

15. i want it Now!!
it want it Free!!

16. i want it Now!!
it want it Free!!
share = copy

17. i want it Now!!
it want it Free!!

19. Are we
doomed?

20. Are we
doomed?
if they want everything,
but everything’s free?
who’s to write anymore?
who’s to sell anymore?

22. who’s more
likely..

23. who’s more
likely..
just my opinion..
not represent the view of the
organizer..

24. who’s more
likely..
just my opinion..
not represent the view of the
organizer..

25. who’s more
likely..
just my opinion..
not represent the view of the
organizer..

26. who’s more
likely..
just my opinion..
not represent the view of the
organizer..

27. Web 2.0

28. Web 2.0
Consumer Generated Content
Long Tail
Network Media/Coummunity
Facebook and Twitter
Mobile

29. Web 2.0
Consumer Generated Content
Long Tail
Network Media/Coummunity
Facebook and Twitter
Mobile

30. Web 2.0
Consumer Generated Content
Long Tail
Network Media/Coummunity
Facebook and Twitter
Mobile

32. A Changing Marketplace

33. A Changing Marketplace

34. A Changing Marketplace

35. Disruptive Technologies
• From Translation to Transformation

36. Translation

37. Translation

38. Translation
• Kill Less Trees
• Searchable
• Light, read anywhere
• Multimedia

39. Translation
• Kill Less Trees
• Searchable
• Light, read anywhere
• Multimedia

40. Transformation

41. Transformation

42. Transformation
• From books to App
• from one way to
multiple ways
• interact and
immersive

43. Transformation
• From books to App
• from one way to
multiple ways
• interact and
immersive

44. Transformation
• From books to App
• from one way to
multiple ways
• interact and
immersive

45. Transformation
• From books to App
• from one way to
multiple ways
• interact and
immersive

46. What Works?
iTune, largest Music, Game store

47. What Works?
Books
the Kindle Experience

50. Bite size snack..

51. Bite size snack..
US$0.99 Magic Price
Games/Songs/TVShow
US$9.99 books

53. What Works better?

54. What Works better?

55. What Works better?

56. kkbox
HK$49/
month
unlimited
songs
What Works better?

57. What Works Better?

58. What Works Better?

59. Safari
Bookstore
US$25/month
unlimited IT
Books
What Works Better?

60. Buffet.. all you can eat

62. Publish 2.0
Rethink!

63. Publish 2.0
Rethink!
Process
Product
Service
Customer
Delivery
Everything
but remember
your Value Proposition

64. Publish 2.0
Rethink!
Process
Product
Service
Customer
Delivery
Everything
but remember
your Value Proposition

66. Publish 2.0 How do i get there!

67. Publish 2.0 How do i get there!
•Publish Process 1.0

68. Publish 2.0 How do i get there!
•Publish Process 1.0

69. Publish 2.0 How do i get there!
•Publish Process 1.0
Write

70. Publish 2.0 How do i get there!
•Publish Process 1.0
Write Edit

71. Publish 2.0 How do i get there!
•Publish Process 1.0
Write Edit Design

72. Publish 2.0 How do i get there!
•Publish Process 1.0
Write Edit Design Print

73. •e.g. a Travel book
•Book Translated: Lonely Planet
•Image, just like being there: Sightsee
•Interactivity: Facebook integration
•Web integration
•GPS integration
•Call, Book hotel and restaurant

74. Publish 2.0 How do i get there!
•e.g. a Travel book
•Book Translated: Lonely Planet
•Image, just like being there: Sightsee
•Interactivity: Facebook integration
•Web integration
•GPS integration
•Call, Book hotel and restaurant

75. Publish 2.0 How do i get there!
•Publish Process 2.0
•Product Design
•Customer Centricity
•User Experience
•e.g. a Travel book
•Book Translated: Lonely Planet
•Image, just like being there: Sightsee
•Interactivity: Facebook integration
•Web integration
•GPS integration
•Call, Book hotel and restaurant

76. Publish 2.0 How do i get there!
•Publish Process 2.0
•Product Design
•Customer Centricity
•User Experience
•e.g. a Travel book
•Book Translated: Lonely Planet
•Image, just like being there: Sightsee
•Interactivity: Facebook integration
•Web integration
•GPS integration
•Call, Book hotel and restaurant

78. Publish 2.0 Model

79. Publish 2.0 Model
•Model
•Service vs Product

80. Publish 2.0 Model
•Model
•Service vs Product

81. Publish 2.0 Model
•Model
•Service vs Product per download +DRM

82. Publish 2.0 Model
•Model
•Service vs Product per download +DRM

83. Publish 2.0 Model
•Model
•Service vs Product per download +DRM
License + Fair play

84. Publish 2.0 Model
•Model
•Service vs Product per download +DRM
License + Fair play

85. Publish 2.0 Model
•Model
•Service vs Product per download +DRM
License + Fair play

86. Publish 2.0 Model
•Model
•Service vs Product per download +DRM
License + Fair play
Buffet, Subsription + All you can eat

88. Publish 2.0 How do i get there!

89. Publish 2.0 How do i get there!
•Distribution, payment
•Appstore, bundle, viral
•e.g. Old store
•Appstore
•in App Store (Marvel)

90. Publish 2.0 How do i get there!
•Distribution, payment
•Appstore, bundle, viral
•e.g. Old store
•Appstore
•in App Store (Marvel)

91. Publish 2.0 How do i get there!
•Distribution, payment
•Appstore, bundle, viral
•e.g. Old store
•Appstore
•in App Store (Marvel)

92. Food for
Thought

93. Food for
Thought
Bite Size vs Buffet

94. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?

95. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?

96. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?
Who owns the customer wins!

97. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?
Who owns the customer wins!
Print model vs License Model

98. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?
Who owns the customer wins!
Print model vs License Model
Book as a Service

99. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?
Who owns the customer wins!
Print model vs License Model
Book as a Service
Books as part of Training/Course

100. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?
Who owns the customer wins!
Print model vs License Model
Book as a Service
Books as part of Training/Course
Magazine as a App

101. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?
Who owns the customer wins!
Print model vs License Model
Book as a Service
Books as part of Training/Course
Magazine as a App
Think Mobile

102. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?
Who owns the customer wins!
Print model vs License Model
Book as a Service
Books as part of Training/Course
Magazine as a App
Think Mobile
think APRU vs Unit price

103. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?
Who owns the customer wins!
Print model vs License Model
Book as a Service
Books as part of Training/Course
Magazine as a App
Think Mobile
think APRU vs Unit price
Customer Creation

104. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?
Who owns the customer wins!
Print model vs License Model
Book as a Service
Books as part of Training/Course
Magazine as a App
Think Mobile
think APRU vs Unit price
Customer Creation
Viral Marketing

105. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?
Who owns the customer wins!
Print model vs License Model
Book as a Service
Books as part of Training/Course
Magazine as a App
Think Mobile
think APRU vs Unit price
Customer Creation
Viral Marketing
Community

106. Food for
Thought
Bite Size vs Buffet
Frictionless distribution,
Kill Less Tree,
Content is King?
Channel is King?
Who owns the customer wins!
Print model vs License Model
Book as a Service
Books as part of Training/Course
Magazine as a App
Think Mobile
think APRU vs Unit price
Customer Creation
Viral Marketing
Community
think about the Consumer

107. Summary
dawn of the Consumer 2.0
Rethink Value Proposition
what are u offering