Perspectives from a Publisher - Digital Migration: the good, the bad & the new
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Transcript of Perspectives from a Publisher - Digital Migration: the good, the bad & the new
The Festivalof MediaLatAm 2011
Perspectives from a Publisher Digital Migration: the good, the bad & the new
Manoel LemosGeneral Digital [email protected]
14.Oct.2011 @ Miami
The Good
The GoodBrazil and its Media are Booming
The GoodBrazil and its Media are Booming
The GoodBrazil and its Media are Booming
The GoodBrazil and its Media are Booming
still
The GoodBrazil and its Media are Booming• demographic bonus // next 20 years
Before After1990
88,4 million 60.3%
1,5 2 1 0,5 0 0,5 1 1,5 2 1,5 2 1 0,5 0 0,5 1 1,5 2
2050
138 million 64.1%
Male Female Male Female
15 -
64
yrs
0 -
15 y
rs
65+
yrs
still
The GoodBrazil and its Media are Booming• advertising market & spending are growing
USA vs. Brazil 2002 = 100
100 100 102 111 108
140 111
197
116
235
294
119 114
349
99
343
101
430
2002 2003 2004 2005 2006 2007 2008 2009 2010
BRAZIL USA
still
The GoodBrazil and its Media are Booming•media is under expansion // titles & circulation
+14% 2005 2006 2007 2008 2009 2010 Magazine Circulation (In million copies)
387 401
390 411 420
442
+29% 2005 2006 2007 2008 2009 2010
NUMBER OF MAGAZINE TITLES HAS INCREASED
3,651 3,657 3,833 3,915 4,432
4,705
still
The GoodBrazil and its Media are Booming• circulation is not subsidized // readers are paying
30$ / yeartotal access
242$ / yearprint edition
3.4 million 1.1 million
still
The GoodWe are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)•220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users
The GoodWe are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)•220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users
mobile?
The GoodWe are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)•220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users
mobile?
lots to improve!
The GoodPlenty of opportunity for publishersand content creators!
The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER
The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER•SEGMENTED publisher
The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER•SEGMENTED publisher•MULTI-PLATFORM media company
The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER•SEGMENTED publisher•MULTI-PLATFORM media company• 360° media company
The Bad
The Bad
The Bad
168only
hours per week
The New
New currency for a new customer!
The New
New currency for a new customer!•CONTENT is still king...
The New
New currency for a new customer!•CONTENT is still king... ...but it’s NOT ENOUGH!
The New
New currency for a new customer!•CONTENT is still king...•BRANDS still rules...
...but it’s NOT ENOUGH!
The New
New currency for a new customer!•CONTENT is still king...•BRANDS still rules...
...but it’s NOT ENOUGH!
...but it’s NOT ENOUGH!
The New
New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...
...but it’s NOT ENOUGH!
...but it’s NOT ENOUGH!
The New
New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...
...but it’s NOT ENOUGH!
...but it’s NOT ENOUGH!...dahh?
The New
New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...•printing facilities...
...but it’s NOT ENOUGH!
...but it’s NOT ENOUGH!...dahh?
The New
New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...•printing facilities...
...but it’s NOT ENOUGH!
...but it’s NOT ENOUGH!...dahh?
...humm?
The New
New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...•printing facilities...
...but it’s NOT ENOUGH!
...but it’s NOT ENOUGH!...dahh?
...humm?
User Experienceis Key!
The New
The NewAre you already a tech company?
The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN
The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS
The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS•HOW IT WORKS depends heavily on TECHNOLOGY
The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS•HOW IT WORKS depends heavily on TECHNOLOGY• you must not OUTSOURCE your BRAINS
The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS•HOW IT WORKS depends heavily on TECHNOLOGY• you must not OUTSOURCE your BRAINS
Technologyis the Engine!
The NewComplexity will be your partner!
The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be
The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way
The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way•CHOOSE YOUR PLATFORMS carefully
The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way•CHOOSE YOUR PLATFORMS carefully• be ready to BE SURPRISED (very often)
The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way•CHOOSE YOUR PLATFORMS carefully• be ready to BE SURPRISED (very often)
Embrace Complexity Now!
Complexity
iComplexity
iA simple idea in April, 2010...
Complexity
iA simple idea in April, 2010...• let’s put VEJA on the iPad!
Complexity
iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?
Complexity
iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?
Complexity
iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?
+
Complexity
iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?
+ =
Complexity
iComplexityLots of complexity on the Way!
iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)
iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)
iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)
iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology
iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology•APP STORE approval chess
iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology•APP STORE approval chess•DOWNLOAD times & NETWORKING issues
iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology•APP STORE approval chess•DOWNLOAD times & NETWORKING issues
And that was just the OK chapter!
iComplexityAnd then it got ugly...
1title
iComplexityAnd then it got ugly...
×
1title
2orientations
L P
iComplexityAnd then it got ugly...
× ×
2platforms
1title
2orientations
L P
iComplexityAnd then it got ugly...
× ×
2platforms
×
5OS versions
1title
2orientations
L P
iComplexityAnd then it got ugly...
× ×
2platforms
×
5OS versions
1title
+
2orientations
L P
2form factors
4:3 16:9
iComplexityAnd uglier...
All That
iComplexityAnd uglier...
×All That 20titles
iComplexityRealy ugly!
×All That 20titles
iComplexityRealy ugly!
×All That 20titles =
100s of appsdeveloped, tested,
approved, supported, etcjust in 2011!
The NewOne key resource to handle all that
The NewOne key resource to handle all that
TALENTED
The NewOne key resource to handle all that
TALENTEDPASSIONATED
The NewOne key resource to handle all that
TALENTEDPASSIONATED
EMPOWERED
The NewOne key resource to handle all that
TALENTEDPASSIONATED
EMPOWEREDMOTIVATED
The NewOne key resource to handle all that
TALENTEDPASSIONATED
EMPOWEREDMOTIVATED
People!
Lab
LabAbril
LabAbril
+Agencies
LabAbril
+Agencies
+Advertisers
LabAbril
+Agencies
+Advertisers
CreativesiOS Developers
Android DevelopersHTML5 Developers
DevicesTools
iba
iba an agnostic platform to sell and distribute digital content on any format and for any device
We’ll have fun!
Thanks!
Manoel LemosGeneral Digital [email protected]