Slide 1: Five Technologies that are Transforming Print Sales Today T f i P i tS l T d
Slide 2: "Technology will never replace people. People who use technology will replace people who don't."
Slide 3: Agenda
• Trends Affecting You g • Communication Technology Overview
– – – – – Internet Broadband Content Management Multichannel Formatting Social Media and UGC Social Media and UGC Cloud Computing
• How Do You Compete with Free? • Near Future Opportunities • The New Normal?
Slide 4: The More Things Change The More Things Change
“Students today can t prepare bark to Students can’t calculate their problems. They depend upon their slates which are more expensive. What will they do when their slate is dropped and it breaks? They will be unable to write!”
Teachers Conference, 1703
Slide 5: The More Things Change The More Things Change
“Students today depend upon paper Students too much. They don’t know how to write on slate without chalk dust all over themselves. They can’t clean a slate properly What will they do properly. when they run out of paper?”
Principal’s Association, 1815 p ,
Slide 6: The More Things Change The More Things Change
“Students today depend too much Students upon ink. They don’t know how to use a pen knife to sharpen a pencil pencil. Pen and ink will never replace the pencil. pencil ”
National Association of Teachers, 1907
Slide 7: The More Things Change The More Things Change
“Students today depend too much Students upon store bought ink. They don’t know how to make their own When own. they run out of ink they will be unable to write words or ciphers until their next trip to the settlement. This is a sad commentary on modern education.”
The Rural American Teacher 1929 R ral Teacher,
Slide 8: The More Things Change The More Things Change
“Students today depend upon these expensive fountain pens. They can no longer write with a straight pen and nib, (not to mention sharpening their own quills). We parents must not allow them to wallow in such luxury to the detriment of learning how to cope in the real business world, which is not so extravagant.”
PTA Gazette, 1941
Slide 9: The More Things Change The More Things Change
“Ballpoint pens will be the ruin of Ballpoint education in our country. Students use these devices and then throw them away. The American virtues of thrift and frugality are being discarded. Business and banks will never allow such expensive luxuries ” luxuries.
Federal Teacher 1950 Teacher,
Slide 10: The More They Stay The Same The More They Stay The Same
“Twitter is passing fad Twitter is passing fad that is sweeping the nation nation”
John Stewart, 2009
Slide 11: Stages of Innovation Stages of Innovation
Slide 12: Shortened Adoption Curve Shortened Adoption Curve
Slide 13: Mass Marketing Bubble Mass Marketing Bubble
Slide 14: Modern Trends Modern Trends
Slide 15: New Vocabulary Words New Vocabulary Words
Accessible Satellite Imagery ibl lli Blogs BlackBerry Bluetooth Cable modem/DSL Facebook HD TV, Blue Ray DVD Home Networking H Nt ki iPod Google GPS MySpace MP3 MP4 Portable Digital Media Players P t bl Di it l M di Pl RSS Satellite Radio Second Life Smart Wireless Phones Text Messaging USB flash/thumb drives TiVo YouTube Video Chat Voice Over IP Wikipedia Xbox Wii
Slide 16: Presidential Campaign Tech Presidential Campaign Tech
“Thomas Jefferson used newspapers to win the presidency, F.D.R. used
radio to change the way he governed, J.F.K. was the first president to
understand television, and Howard Dean saw the value of the understand television and Howard Dean saw the value of the
Web for raising money. But Senator Barack Obama understood that
you could use the Web to lower the cost of building a political you could use the Web to of building a political brand, create a sense of connection and engagement, and dispense with the command and control method of governing to p g g allow people to self‐organize to do the work.” ‐ The New York Times
lower the cost
Slide 17: Ubiquitous Broadband Connectivity Ubiquitous Broadband Connectivity
• 3G and 4G Wireless 3G and 4G Wireless
– 300 to 30000 Kbps – Anytime Anywhere Anytime, Anywhere
• Fiber Optic Cable
– 10/100/1000 Mb 10/100/1000 Mbps
• Local Networks
– 1 to 10 Gbps
Slide 18: Some Broadband Apps Some Broadband Apps
• • • • • • • Teleconferencing Real Time Messaging Smart Media Devices S di i Unified Communications Network Consolidation Remote Review/Approval Remote Review/Approval Web Portals and Apps
Slide 19: Remote Presence Remote Presence
Slide 20: Microsoft Bing Microsoft Bing
Slide 21: Wolfram Alpha Wolfram Alpha
Slide 22: Google Wave Google Wave
Slide 23: Broadband Penetration Broadband Penetration
Slide 24: Cost of Speed Cost of Speed
Slide 25: Content and Asset Management Content and Asset Management
Check‐in/Check‐out / Versioning and Workflow Multi Language /Locale Multiple Transforms / Formats •At Automation Tools ti T l • Local and Remote System Integration • Content Organization • • • •
Slide 26: Web CMS Tools Web CMS Tools
• Basis for advanced Basis for advanced
– Web2Print – eCommerce – Customer Facing – Collaboration – Web Management
Slide 27: Automated Multichannel Formatting Automated Multichannel Formatting
• PDF, Email, Web, Multimedia,
– AdobePartners.com – Adobe Newsflash dobe e s as
• Workstations, Smart Phones, Multimedia Devices, E‐Ink Devices Devices E‐Ink Devices • Web2Print
– – – – Print Procurement Document Management Marketing Management Workflow Automation
Slide 28: Collaboration and User Generated Content d
• Everyone gets to be a producer/publisher • Release control in exchange for help • Ecosystem of end users g create and organize • Collaborative Intelligence
Slide 29: TIME MINE TIME ‐ MINE
Slide 30: Princasting.com
• People Powered p Magazine • Local Newspaper Model • Web2Print via Blogs / RSS • Local Ad support by topic • El t i Electronic or Print Pi t Deliveries • Open Source Project Open Source Project
– Funded by Knight‐Ridder Foundation Grant
Slide 31: MagCloud.com
• HP CMO Strategy: gy
– 'Democratize Print Publishing‘
• Hyped the new Hyped the new MagCloud.com • Who can be a magazine publisher?
– Anyone Can
• E bl Enables people to lt publish their own py g hardcopy magazines
Slide 32: TribLocal.com
• Digitally Printed Digitally Printed Newspaper • Short‐Run Distributed Short Run Distributed • Niche Publication or Special Editions Special Editions • Micro‐zone Publishing •P Personalized li d Newspaper
Slide 33: Web 2.0 and Publishers Web 2.0 and Publishers
• Many organized around Web and Offset scale yg • One to Many is Declining • Cash Cows Gone
– CSM Goes To Online Exclusively – NYT Ads 27% Down 4/21 1st Qtr, $74M US – NAA stops printing magazine NAA stops printing magazine
• • • •
Accelerating shift towards Digital Delivery Now Beats Tomorrow An Expectation for Free Consumers will Pay for Convenience
Slide 34: How do you compete with free? How do you compete with free?
• • • • Manufacturing Model
– Give something away to sell i hi ll something else (razors)
Media Model
– Advertising Supported
Digital Model
– Marginal costs almost free
Gift Model –
– Non monetary economy Non‐monetary economy
• • • • (beads for friends) Reputation Attention Expression
– Freemiums
• Software • Games • Communities
– Tiered Pricing
Wired s Chris Anderson Wired’s Chris Anderson
Slide 35: Social Media Networks
• • • • • • • • • Recommendation Engines g Social CRM Real Time Messages Conversations Status Exchange Blogs and News Audio and Video Recommendations R di Social Media Landing Pages
Slide 36: Trading Brand Control for Value Trading Brand Control for Value
• "a whole new generation g only knows nothing but this kind of connected communications with communications with other people“ • “In the 60’s brands turned to typography to control brand … now they can just do can just do” • Letting Your Audience Co‐ Create
Technorati’s Peter Hirshberg
Slide 37: Participation, Collaboration, Transparency, Conversations
• CRM and Social Media Integration CRM and Social Media Integration
– Salesforce.com Service Cloud
• Communities Organize For or Communities Organize For or Against Brands • Missing Strategy can Hurt Brands Missing Strategy can Hurt Brands • Social Network API’s
–C b it Can be integrated with CRM, Campaign Management t d ith CRM C iM t – Can be used for triggered messaging
Slide 38: Social Media IS for Printers! Social Media IS for Printers!
“Printers should be helping clients manage their social networking il ki initiatives, web sites, e‐ mail campaigns, not just mail campaigns not just using them for their own businesses”
Dr Joe Webb, April 2009
Slide 39: Grid and Cloud Computing Services
• • • • • Salesforce.com Salesforce com Zoho Apps Google AppEngine G l i Amazon AWS MS Azure
Slide 40: 3 Cloud Delivery Models 3 Cloud Delivery Models
• Cloud Software as a Cloud Software as a Service (SaaS)
– Use provider’s applications over a network over a network
• Cloud Platform as a Service (PaaS)
– Deploy customer created Deploy customer‐created applications to a cloud
• Cloud Infrastructure as a Service (IaaS) Service (IaaS)
– Rent processing, storage, network capacity, and other fundamental computing resources ti
40
Slide 41: New York Times Case Study New York Times Case Study
• No coordination with Amazon
– used a credit card! d dit d! – Less than $500
• 15 million scanned news articles l
– 4TB PDF data
• Took grid computers 24 hours g p
– would have taken months on NYT computers
• “It was cheap t as c eap experimentation, and the learning curve isn't steep.” – Derrick Gottfrid, Nasdaq Derrick Gottfrid, Nasdaq
41
Slide 42: Near Future Opportunities Near Future Opportunities
• Printers Are Not in the Printing Business te s e ot t e t g us ess
– They are in the manufacturing and fulfillment biz – Can expand into helping clients with all media management
• Software Systems and Media Fulfillment Software Systems and Media Fulfillment
– “Every book manufacturer should have an active digital book initiative” – Systems can make digital content workflow available to customers
• More SaaS, Less IT
– More options, less cost – Mashups will become the norm will become the norm
• Niche Printing Apps with UGC
– Photobooks, Micropublishing, Content Management, Distributed Networks, Web2Everything Nt k W b2E thi
Slide 43: Web2Everything
Slide 44: The New Normal The New Normal
“The result will be an environment that, environment that, while different from the past, is no less the past, is no less rich in possibilities for those who are those who are prepared.”
Slide 45: Conclusions
• Trends Drive Change
– Cycles are Happening Faster
• Technology Changes Media Usage
– Media mix is ever changing Media mix is ever changing – Print is not dead, it’s role is evolving
• Digital Delivery Opportunities
– Niche of 1, online and offline – Manufacturing and fulfillment – Online creation, proofing and approval
• Systems Will Cost Much Less
– And are vital for your future
• Normal will be Different Normal will be Different
Slide 46: Questions
Jeffrey Stewart Chief Technical Officer Chief Technical Officer stew@trekk.com t @t kk
www.Trekk.com
Twitter.com/JeffreyAStewart LinkedIn.com/in/jeffreyastewart
