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Expectation and Reality in Digital Publishing: Some Australian Perspectives

Expectation and Reality in Digital Publishing: Some Australian Perspectives. Xuemei Tian School of Business Information Technology ELPUB2007 Conference – Vienna, Austria – June 2007. Introduction. Background Methodology Digital publishing – definition and characteristics Ongoing supply chain

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Expectation and Reality in Digital Publishing: Some Australian Perspectives

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  1. Expectation and Reality in Digital Publishing: Some Australian Perspectives Xuemei TianSchool of Business Information TechnologyELPUB2007 Conference – Vienna, Austria – June 2007

  2. Introduction • Background • Methodology • Digital publishing – definition and characteristics • Ongoing supply chain • Development of technologies • Business models • Initial findings

  3. Background • The publishing industry represents a highly significant manufacturing and distribution component of the content industry, which creates, transfers and stores knowledge. • The publishing industry has changed dramatically. Main changes include: • Changes in publishing markets • Increases in online business and digital content formats • Changes to distribution channels and supply chains • Increases in outsourcing, sub-contracting

  4. Background • Business Challenges in Publishing • Rapid development of technologies • A turbulent business environment • The growth of global concentrates • Intense competition including that from new entrants and Open Access publishers • Stakeholders’ demands to improve financial performance • More sophisticated customers’ requirements • Changing customer relationships • Content is king

  5. Background • To cope with the changes, publishers have been forced to: • Re-evaluate their resources and capabilities • Re-design business strategies • Re-engineer their business processes • The development and emergence of new supply chains • Seek new business models

  6. Methodology • Focus groups • Focus groups have been employed as forums for industry feedback and as monitoring mechanisms, providing analyses and recommendations, based on knowledge ascertained as the research progresses. • Interviews • Ten formal interviews were conducted with major players within Australia’s publishing industry. • Survey • A national online survey of Australian publishers was completed • Case study • A series of eight case studies was conducted

  7. Cross Medias CMS Content Management System Publishing Content XML Transfer Mobile phone Video Web Word, graphics etc. Papers Other leather materials Voice Digital Pulbishing • Definition • Characteristics Cross Media Publishing (Mao Lin Liu, 2003)

  8. Aggregator Contracted Author Final Consumer Publisher Printer Distributor Wholesaler Retailer Author Web Portal Web Portal Physical supply chain and intermediaries Disintermediation Re-intermediation Ongoing changes to supply chain • An initial view of ongoing changes to the publishing supply chain All with links to both the organisational and the technology literatures.

  9. Developments of Publishing Technology • Current use of e-commerce in Australia • Asia Pacific’s B2B e-commerce is forecasted to grow rapidly at a Compound Annual Growth Rate (CAGR) of 59% percent (IDC, 2004). • Australia’s e-commerce is estimated to be worth $11.3 billion dollars annually (Australian Government Information Management Office, 2005). • Australia is among the leading nations in terms of measures of Internet infrastructure, penetration and activity. Australia is ranked second in the Asia Pacific region in terms of e-commerce infrastructure (eMarketer, 2005). • However, in comparison with other countries, small and medium-sized enterprises (SMEs) have been relatively slow in adopting e-commerce (The Age, 2002; NOIE, 2002; Sensis, 2005).

  10. Development in Publishing Technology • Longevity of existing technologies: Electronic Data Interchange (EDI) • Disruptive technologies: Internet and Web • Disintermediation: Technology predicted to remove players from the value chain. • Online/Web/Digital: Current trend including Re-intermediation. • Future technology: Semantic Web

  11. Business models • Definition: this project adhered to Weill and Vitales’s (2001) approach to business models. A description of the roles and relationships among a firm’s customers, allies and suppliers identifies the major flows of product, information and money and also the major benefits to participants. • Survey results: subscription-based and content creation models maintain popularity, particularly in the context of niche markets. • Three Business models: an educational book publisher’s current and future models, and a trade book publisher’s future model.

  12. Thomson Learning Educational Publisher Editing Sales/Marketing Web Sales to Individual Students $ Content i Outsourcers Printing $ o O/ i Free sample Higher Education Academics Content O/i Books & CD o Licenses $ i $ / o / i Support Schools Teachers Pay or Return o o$ Books & CD o $ Authors $ Books & CD o Book Shops Education/uni Discount Book Sellers Technical Service Co. A current BM for an educational publisher

  13. Web Sales to Individuals e-book, video, audio summary, testing Thomson Learning Educational Publisher Editing Sales/Marketing Outsourcers Whole process Manuscript ot books (India) $ Re-assembling Content i $ o O/ i Free sample Higher Education Academics Content O/i Books & CD o Licenses $ i $ / o / i Support Schools Teachers Pay or Return o o$ Books & CD o $ Authors $ Books & CD o Book Shops Education/uni Discount Technical Service Co. Book Sellers A new BM for an educational publisher

  14. Marketing Outsourcing I $ Book Publisher Rights Management Updates i Reader A Individual or Org. or Co. Books o Library (Uni.State,School..) Virtual Community $ o $ i o Books o Printing Outsourcing $ Book clubs i o $ $ Contract $ Reader B Individual or Org. or Co. $ o Books o Branded content Book stores i Editing Outsourcing $ $ Repository Books o o Reader C Individual or Org or Co. Print-on-Demand $ o $ Support Content Books o i i i $ Reader D Individual or Org or Co. $ $ o Authors Content i Legend: Authors Contract Physical & Electronic Distributor Web Browser Web Sites Yahoo/Google Technical Support Co. o Flow of Product BookPublisher Electronic Relationship Ally Flow of Money $ Supplier Primary Relationship Customer Flow of Information i For a trade book publisher

  15. Project progress and initial findings • The Australian publishing industry has adopted a somewhat conservative approach to the challenges and opportunities presented by digital publishing. • The majority of publishers believe however, that in the foreseeable future, there could be major changes in the industry. • As publishing businesses have varying objectives, the pace of change from traditional to digital publishing will also vary, depending on their market and client base, as well as the take-up of technology. • It seems clear however, that any reluctance on the part of publishers to embrace technological change could prove detrimental to their future.

  16. Project progress and initial findings • Currently, book publishing models appear to be very familiar (i.e. largely traditional) with adding on digital elements. • In the next decade book publishing models may appear as a different profile.

  17. The future business models of publishing • How do YOU think future publishing business models will change?

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