At Publishing Technology's Fall 2012 Executive Exchange customer event, COO Randy Petway presents his view of the future of the publishing industry, including new realities such as the shift to mobile, the shift to social, their influence on behavior and corresponding opportunities and threats.

1. Futuristic View of the Publishing
Industry

2. Disclaimers
 Futuristic
 I won‟t be using the term “Publishing” very often
 I‟m not recommending the vendors, just the concepts
 Not a commercial…but…

3. Trends Realities

4. Realities…….Shift to mobile….
35% 80% 2016

5. Realities….Shift to “social”

6. Realities…. Influence of mobile and social on behavior

7. Realities….Social Commerce

8. Economic Realities……

9. Economic Realities….Commercial Pressures

10. Impact On Behavior

11. How we conduct commerce?
Immediacy Experience

12. Experience……

13. Old models are being challenged by….…..
Choices Expectations

14. Expectations….…..

15. Today’s Behavior
 Mobile has redefined expectations regarding
immediacy
 “Social” has redefined expectations regarding the
“experience”
 Technology has created an expectation of
“frictionless transactions”

16. Opportunities (or threats)

17. Opportunity (or threat)….. Monetization of those
trends

18. Focus your technology investment on………
 Discovery
 “High value” customers
 Commerce innovation

19. Discovery….
“Amazon is the best place in the world to buy the stuff
you know that you need; be the best at connecting
your customers to the things they don’t know about.”

20. Discovery…. Curate your metadata

21. Discovery…. Connect the dots for your customers

22. Discovery…. Connect the dots for your customers

23. Discovery…. Create and communicate product relationships
Example:
2 Subscription products
1 Subscription collection (multiple
subscriptions)
1 Book
1 E-Book
1 Pack of Books
Items grouped and 3 Articles (Pick 3 from selection of 5)
options applied 1 Subscription (Pick 1of 3)
23

24. Focus your technology investment on….. High Value
Customers
“In an ecommerce world, the heaviest social media
users (opinion leaders) are 3 to 4 times and iPad
owners (early adopters) are 10 times more “valuable”
than other customers.”

25. High Value Customers….. Stay close

26. High Value Customers….. Stay close

27. High Value Customers….. Direct Marketing to Social
Networks
27

28. Focus your technology investment on….. Commerce
Innovation
Customers are different and have varying
needs. There is not a single model that is best for
everyone. Convenience, a lack of friction, and
business models that reflect user needs are key.

29. Commerce Innovation…..Convenient and frictionless
environments

30. Commerce Innovation….Tomorrow’s business models
Customer Management
• Model consortia, institutions,
companies and individuals in
ever expandable multi-
parented hierarchy
• Keep all customer and
product data in a single place
• Create targeted campaigns Relationship
and promotions Management
• Engage social media

31. Commerce Innovation….Tomorrow’s business models
Product Management
• Model your full set of product
Product in granular form in ever
Management expandable multi-parented
hierarchy
• Mix and Match to create new
products.
• Share product information

32. Commerce Innovation….Tomorrow’s business models
Business
Business Models Models
• Create simple and compound
license and sales models
• Implement new models
including „N clicks when
referred from services‟,
„PPV‟, „Pay post use‟ etc.
• Spot the gaps in your current
sales offerings and fill them
• Ingest revenue from all
sources

33. Commerce Innovation….Tomorrow’s business models
Customer Management
• Model consortia, institutions,
companies and individuals in
ever expandable multi-
parented hierarchy
• Keep all customer and
product data in a single place
• Create targeted campaigns
and promotions Product Management
• Engage social media • Model your full set of product
Information/ in granular form in ever
expandable multi-parented
Content hierarchy
Commerce • Mix and Match to create new
products.
Business Models System • Share product information
• Create simple and compound
license and sales models
• Implement new models
including „N clicks when
referred from services‟,
„PPV‟, „Pay post use‟ etc.
• Spot the gaps in your current
sales offerings and fill them
• Ingest revenue from all
sources

34. Commerce Innovation….Putting it all together….
who? how? what?
(customers products) (licenses/promotions) (products)
Person’s name Resource A
Place info
valid 1 year (calendar dates)
Detail Thing
01
valid 1 month (from first use)
Person’s name Person’s name
100 concurrent users
Resource A Resource A

Place info Place info
Detail Detail Thing Thing
01 01
3-day trial
10 downloads

Person’s name Person’s name Person’s name Person’s name Person’s name Resource A Resource A Resource A Resource A Resource A
  
Place info Place info Place info Place info Place info
Detail Detail Detail Detail Detail Thing Thing Thing Thing Thing
$500 annually
01 01 01 01 01
$100 at time of purchase
$25 one month in arrears
$10 recurring per quarter
   
Person’s name Person’s name Person’s name Person’s name Resource A Resource A Resource A Resource A
   
Place info Place info Place info Place info
free
Detail Detail Detail Detail Thing Thing Thing Thing
01 01 01 01