the publishers survival kit - or - the 101 digital ebook strategy kit

RIP° or DIP° ?

° Rest in Paper versus Digital Innovation Player

WHO AM I ?

I AM PRESIDENT OF A PUBLISHING COMPANY…PAPER + WEB + eBOOKS

john@911cobra.com

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

SO PUBLISHERS FEEL SQUEEZED

E-BOOK

TSUNAMI

PAPER

EDITIO

NS

TODAY…THERE IS NO e�BOOK CHAMPION…

only those that tried and those that are still trying…

PAPER eBOOK

…THE DITIGAL DILEMA

« 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

So how SEXY publisher

Digital

Tsunami

?

GOING DIGITAL = TAKING RISKS TO BE LONELY

IN A HIGH DEMANDING MARKETPLACE

1960196019601960 1980198019801980

2000200020002000The INTERNET is

killing our books. Do

something NOW

There is a glitch..

Hmm… What is

a book again ?

2014201420142014

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 used the same kind of thinking we used the same kind of thinking we used the same kind of thinking we used

when we created them.“ when we created them.“ when we created them.“ when we created them.“

NEW GENERATIONS =

NEW READING HABITS

NEW GENERATIONS =

NEW NOTE TAKING HABITS

THE « I GOOGLE SO I KNOW »

ATTITUDE TO ANSWER YOUR QUESTION

THIS WAS ONCE THE BEST

SEARCH ENGINE

THIS WAS ONCE MESSAGING

THIS WAS ONCE

« e�MAIL OVERLOAD »

To do ?

IS NEXT ?

SO WHAT … WHY ?SO WHAT… HOW ?

SO WHAT … WHEN ?

SO WHAT … WHO ?

SO WHAT … YOU !

SO WHY DO WE BUY BOOKS ?

TO

READ

FOR

FUN

TO

OFFER

TO LEARN

THINGS

TO GET

INSTRUCTED

TO KILL

TIME

TO

SHARE

PUBLISHERS

BLINDONLY

MAKING

MONEY

ON THOSE THAT READ… FORGETTING ALL OTHER USERS

HOW COULD THEY

AS IT IS ALL ABOUT

SERVICE PORTFOLIO…

NOT PHYSICAL ITEMS

LESSON 2

MODELS

CHANGE

TRUSTeBOOKGURUS

CONSULTANTS

eBooks will represent28% in 2018

BULLSHIT…

SERVICES…

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 !

None of us reads simulanuouslyseveral 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 !

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 NOrevenu) to you (shit)

« 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 !

The « SHIFT » revolution doesnot fit !

YES… the Internet shifts to

tablets and smartphones…

But revenues are NOT !

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 !

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 !

CREATE YOUROWN

MISSION STATEMENT…

One monk for texts

One monk for outlines

One monk for paintings

THE FIRST INDUSTRIAL REVOLUTION

GUTENBERG’S INVENTION

THE SECOND INDUSTRIAL REVOLUTION

LEAD TO MASS PRODUCTION

AND WHEN I SAY MASS PRODUCTION

IT MEANS CREATING REPEATABLE

STANDARDISED PRODUCTS FOR A

MASS AUDIENCE

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.

THEY GOT A TRUCK ON EVERY CORNER…

THE NEXT REVOLUTION

THE DIGITAL DISRUPTION

THE INTERNET WAVE MODIFIED

SO WHERE IS SO WHERE IS SO WHERE IS SO WHERE IS

PUBLISHING PUBLISHING PUBLISHING PUBLISHING

GOING TO ?GOING TO ?GOING TO ?GOING TO ?

HOW

MAKE MONEY

DIGITAL PRODUCTS

WEB

MONEY

ADVERTISING

like all others do !

For Yourquality products

(pay yourself… not Google Adwords)

On your

USERSnot on your

READERS

HOW CAN YOU MAKE MONEY EVERYWHERE ?

TO

READ

TO

RELAX

TO

OFFER

TO

DISCOVER

TO GET

INSTRUCTED

TO KILL

TIME

TO

SHARE

PEOPLE BOOKSGIFT

e-VOUCHERS

GIVE

GIFT

WHAT READING EXPERIENCE DO YOU DELIVER WITH YOUR BOOKS ?

HOW IS THEIR BUYING EXPERIENCE ?

• SLOW WEBSITE(s)…

• BAD SEARCH ENGINE…

• POOR PREVIEW INTERFACE…• POOR PAYMENT INTERFACE…

• HOW LONG DOES IT TAKE TO DOWNLOAD

AND OPEN A BOOK…

• FLICKERING PAGESWIPES…

• ANNOYING INTERACTIVITIES…• HOW EASY IS IT TO READ A 981 pages ANNA

KARENINA BOOK ?

NICE

SMOOTH

EXPERIENCES

NEED

TOC

improve

•Extra

BUT DOES IT WORK ?

PEOPLEWRITEBOOKS

THE SELF-PUBLISHINGTSUNAMISELF PUBLISHING NEVER

OPPORTUNITYNEW

ARE YOU READY TO DETECT IT ?

THE DIGITAL TEAM-PUBLISHINGTSUNAMI

INTERNETANALYTICS

WRONG

PUBLISHERS!

SO WHY SHOULD YOU ?

If you click on an AD… you lose the purpose of your Internet journey

« conversion rates »

measurements

Recent research mentions that people thatshare an article don’t fully read it !

°the peak of user shares/likes is at 7 seconds… impossible to have read the text !

9 percent

Measure how much attention and time people are actually spendinginside YOUR content

Learn from others … like pley.com

THEN FORCE SALES

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 !

Create your story !

Many BRANDS° do not speak to the world… they created their

own audience…

ENGAGEMENT !

how long do theyspend

reading a book

(those things can be tracked)

RETURNING READERS !

how many people are getting back to yourcollection of books !

(those things can be tracked)

Where does the experiencefinish ? (those things can be tracked)

+ This allows to tune your books +

AVERAGE ENDING !

GUEST

GUESTS VISITING YOUR

BOOK

STRUCTURE

DIFFERENTLY

Amazon is not longer a company… it is a marketplace for all of its competitors.

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 losta client !

Social Networks

My Portal

Facebook drivenSocial networks

Amazon drivenSocial networks

Distribution drivenSocial networks

My Business Partnersdriven social networks

Digital

Authors

Multi-device storyteller experts

Integrators ofmultimedia content

Book Musicians

??????

Blogs

Own campaigns

Articles

Feeds for influencers

Book

creation

& distrib

THIS IS THE NEW NETWORK… FORGET THE OLD ONE

YouTube as a blogJournalists

MyDistributionnetwork

Historicalprintshops

AmazoniTunes

GooglePlay

Mobile distribution

SO AIM AND SHOOT !

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 !

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

JUST WRITE

IT YOURSELF

THE 39 LASHES

LESSON 39

YES…

YOU WILL BE HURT

PR

EP

AR

EY

OU

RSE

LF !

NOMINATE YOUR JOCKEY

DESIGN YOUR OWN WORLD ORGANIZATION

GO FOR THE WORLD

DON’T FORGET

IT IS ALL ABOUT WINNINGAs a lager is not to drink but to get drunk !

THANKS FOR READING

eMail : john@911cobra.com

Most recent book : Transforming Dinosaurs into Vampires (available on all Amazon book stores)

SHARE ME !

AT YOURSERVICE

DIGITAL BUSINESSTRANSFORMATIONS

AND

I AM

AT YOUR

SERVICE

FOR DIGITAL

BUSINESS TRANSFORMATIONS jo

hn@

911co

bra.c

om