What's Different (and What's the Same) in Europe
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Transcript of What's Different (and What's the Same) in Europe
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What’s Different (and What’s the Same) in Europe
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Fast forward market
Mobile use , social networks, online banking, Internet access, etc.
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Europeans embrace tecnology faster than Americans
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Faster growth in Internet users
Last 10 yrs: 353.1 % in Europe vs. 151.7 % in USA http://www.internetworldstats.com/stats.htm
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More mobiles than Europeans
Average 120 mobiles / 100 persons in Europe versus 89 per 100 in USA
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Higher usage of smartphones
400% increase in web searches via smartphones
Search is done at point of sale (bookstores, libraries, etc.)
Results are shared in Social Networks
New discovery and reading habits
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Is your website mobile friendly?
Do you know how many readers access your site via mobile devices?
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More “social” than americans
Anual growth of 10.9% vs 6.6 in USA http://www.economist.com/blogs/dailychart/2011/07/europe%E2%80%99s-social-media-hotspots
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Higher online banking penetration
http://www.comscoredatamine.com/2010/10/top-10-countries-by-online-banking-penetration/
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Let´s face it , we love technology
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We tend to analyze treaths & opportunities from a sectorial point of view
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We forget that society is changing very fast
New discovery channels, new ways of consuming information, new ways of sharing cultural experiences, etc.
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© 2010, the Book Industry Study Group, Inc.
Ebook adoption will not be different
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What will be the impact of the arrival of international players in Europe?
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Accelerate the growth of the digital market
http://www.flickr.com/people/7843389@N02
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More devices (ereaders, tablets, smartphones) =
Higher demand for digital content
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Do not forget - Empty devices
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New device owners will go online to search for books
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If not available…
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Arrival of international players will force local players to increase their digital offer
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It will challenge your pricing strategy
P-books and e-books play in different economies
Dynamic pricing (offer/demand)
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Expects rapid E-commerce growth
Europeans buy 4 times more from foreign webs
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What do we do?
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Think about technology as a service
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Publishers have to main assets
Provide services to authors and readers
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Provide better services to your authors
Greater financial transparency and shorter compensation payment periods
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Share information about their book performance
Engage with your authors
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Proactive counselling services beyond editorial content
Advise on digital rights, DRM, web design, etc.
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Training services for your authors
How to use Twitter, Facebook, engage with readers, etc
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Provide services around upcoming narrative skills
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The Human Factor, your main difference
Amazon, Apple, Google, etc. “Non human” platforms
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Start selling direct
Not only because of better margins, but because it will allow you to…
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To access real time knowledge, to make business decisions
Impact on sales and marketing strategy
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Competitive advantage in the XXI
http://www.flickr.com/photos/29890539@N07/4648496819
Customer behaviour
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In the digital economy you must know your client
http://www.flickr.com/photos/29890539@N07/4648496819
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Day / time book discovery & purchase
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Reading behaviour
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Must track & analyze social reading practices
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To provide your readers with premium services
Users are more willing to pay for services than content
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Create a community of readers around your content and authors
Engage with your readers
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To provide discovery tools beyond purchase
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Must develop book recomendations systems on REAL reading satisfaction and affinities
http://ww
w.flickr.com
/photos/41397136@N
00/417941900 http://w
ww
.flickr.com/photos/41397136@
N00/417941900
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To compete with Amazon, Apple, Google, etc
We need to create economies of scale
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None of these companies think locally
Internet has no frontiers
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International revenues of GAFA players in 2011
Google: 54 % Apple: 54 % Facebook: 38 % Amazon: 46 %
http://www.niemanlab.org/2012/01/the-newsonomics-of-global-media-imperative/
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We must think European
Must aggregate content, services, users, etc.
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More than books
Not enough traffic to be competitive in the Net
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We done it in other sectors
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How to avoid Amazon taking over Europe?
1) Think about technology as a service 2) The Human Factor: Services to authors and readers 3) Increase your offer and redefine pricing 4) Sell direct: Understand customer behaviour 5) Develop new discovery tools beyond purchase 6) Create a Book Airbus consortium: More than books
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Javier Celaya [email protected] Tel: +34.606.367.708
Web: www.dosdoce.com Twitter: @javiercelaya LinkedIn: www.linkedin.com/in/javiercelaya
Grazie mille / Thank you