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Talking about Revolutions...

Talking about Revolutions. By Erwin Busselot. Dobro jutro !!! . Introduction R evolutions … classic, accident & digital I used to be ... Now I am! Examples Advice from a revolutionary. The French Revolution ... A CLASSIC. The Belgian Revolution ... An accident!.

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Talking about Revolutions...

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  1. Talking about Revolutions... By Erwin Busselot

  2. Dobrojutro!!! • Introduction • Revolutions … classic, accident & digital • I used to be ... Now I am! • Examples • Advice from a revolutionary...

  3. The French Revolution ... A CLASSIC

  4. The Belgian Revolution ... An accident!

  5. The DIGITAL Revolution ... Revolutionary Times again! Nicholas Negroponte: ‘Everything that can be digital, will be digital’ From ‘Being Digital’ 1995 Benny Landa: ‘... And PRINTING is no exception!’ IPEX 1998

  6. Recent projections for industry change Source: Frank Romano

  7. Recent projections for industry change Source: Frank Romano

  8. ThePrint Communication Ecosystem Packaging, Brochures, Catalogues, Direct Mail, Flyers, Posters, Manuals, Newsletters, … Newspapers, Encyclopedia, Newsletters, School Books, Comics, Magazines, … Consumer Corporation Publisher Design Bureau Advertising Offices Marketing Agencies Content Owners ICT Services Logistic Partners PUSH (Collateral) Consumer is exposed to (printed) material, paid for or subsidized by 3rd parties PULL (Product) Consumer request for (printed) matter by means of a subscription, book shops, internet, … Print Service Provider

  9. I used to be ... ... a commercial printer

  10. Now I am ... ... a graphic communications specialist who helps his customers solve marketing problems

  11. Digital Era: PUSH

  12. The Rise of Permission Marketing

  13. Digital Era: PULL

  14. Multi Channel Campaigns Drive Results • Marketers report an average improvement of 35% for multi channel campaigns (using print, e-mail, and web landing pages) over single channel print-only campaigns. • Personalization brings even more improvement to campaign performance. Marketers reported an average improvement of close to 50% for personalized multi channel campaignsover static print-only campaigns. Source:  Print in the Mix, InfoTrends Study Provides Insight into Multi-Channel Communications Opportunity, January 9, 2009. 

  15. The role of WF to couple DP and W2P

  16. ThePrint Communication Ecosystem Packaging, Brochures, Catalogues, Direct Mail, Flyers, Posters, Manuals, Newsletters, … Newspapers, Encyclopedia, Newsletters, School Books, Comics, Magazines, … Consumer Corporation Publisher Design Bureau Advertising Offices Marketing Agencies Content Owners ICT Services Logistic Partners PUSH (Collateral) Consumer is exposed to (printed) material, paid for or subsidized by 3rd parties PULL (Product) Consumer request for (printed) matter by means of a subscription, book shops, internet, … Print Service Provider

  17. I used to be ... ... a book printer

  18. Now I am ... ... a publishing supply chain expert, demand forecaster, high speed service provider, channel captain, cash flow and inventory turnover evangelist

  19. Explosion of new titles Print production shifting to digital Traditional Non-Traditional 764,448 288,355 Source: http://www.bowker.com/index.php/press-releases/616-bowker-reports-traditional-us-book-production-flat-in-2009

  20. Typical book life cycle Digital printing can improve supply chain efficiency 100,000 10,000 1,000 100 Minimum Offset Economic Production Quantity Firstedition Digital Inkjet Raises the Bar Secondedition No. Book Units Printed Nth Editions Short Runs Review copies,comps,(galleys),catalogs Rare books, Books backinto print Self Publishing Neverin Print Pre-Production Active Editions Backlist / Reprints Out of Print Areas in Blueare appropriate for Offset Areas in Yelloware opportunities to incorporate Digital

  21. Growth in digital print Co-existence of printed books and e-books TODAY 2015 Most books print offset OFFSET Unit volume CAGR 2010-2015-4.6% DIGITAL Unit volume CAGR 2010-2015+28.9% e-BOOKS 30% of total bookssold Source: InterQuest, 2010

  22. e-Books: the 3 B’s: bathroom-bedroom-beach e-Books have … conquered the beach!!!

  23. The opportunity SHIPPING—5% ROYALTIES—10% PRODUCTION—15% RETURN & CARRYING—15% RETAIL—50%

  24. The opportunity SHIPPING—5% ROYALTIES—10% Reduce costs through greater efficiencies PRODUCTION—15% RETURN & CARRYING—15% RETAIL—50%

  25. The 80/20 rule 80% of publisher revenues Manage inventory with digitally printed short runs [ 20% of titles ] [ 80% of titles ]

  26. Ask any weatherman—forecasting isn’t easy Demand Potential returns E-Books Advance sales

  27. Digital short-run printing minimizes riskin all 3 inventory scenarios A B C The book worked The book bombed Harry Potter • Forecast: 100,000 units • Printing: 100,000 units • Unit Cost: € 0.50 • Initial Sale: 80,000 units • Reprint: 25,000 units • Total Sale: 110,000 units • Returns: 27,000 units • Year-end Inventory: 42,000 units • Excess Inventory: 25,000 units • Forecast: 100,000 units • Printing: 100,000 units • Unit Cost: € 0.50 • Initial Sale: 40,000 units • Reprint: none • Total Sale: 40,000 units • Returns: 10,000 units • Year-end Inventory: 70,000 units • Excess Inventory: 70,000 units • Forecast: 14.0m units • Printing: 12.0m units • Unit Cost: € 2.20 • Initial Sale: 12.0 million • Reprint: 100k to 400k • Total Sale: 13.5m units • Returns: 1.6m units • Year-end Inventory: 1.9m units • Excess Inventory: 1.0m units

  28. Move from PRINT then SELL to SELL and the PRINT!!! Significant inventory savings O RISK!!!

  29. Being Direct … also with books

  30. Some Advice • #1 Business Challenge in the 21st Century … • … Innovation and Growth!!!

  31. Ansoff Matrix Existing New Customers 1 3 Existing 2 4 New Applications

  32. Some Advice • #1 Business Challenge in the 21st Century … • … Innovation and Growth!!! • People always OVERestimate in the short run … • … But UNDERestimate in the long run !!! (hype cycle)

  33. The Hype Cycle & DP Interest In New technology Drupa 1995 Drupa 2008 IPEX 2006 Drupa 2004 IPEX 2002 Drupa 2000 IPEX 1993 Time Peak of Inflated Expectations Technology Trigger Slope Of Enlightenment Through Of Disillusionement Plateau Of Productivity

  34. Some Advice • #1 Business Challenge in the 21st Century … • … Innovation and Growth!!! • People always OVERestimate in the short run … • … But UNDERestimate in the long run !!! (hype cycle) • In order to succeed … • … Your desire for success should be greater than …. • Your fear of failure !!! (Bill Cosby)

  35. -U-4-Ur-A10-tion I hope I was able to …

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