Online Travel Guide:

The market leader in digital travel guide content delivery

Competitive Advantage

To lead the market you must either provide innovative product differentiation or be a lowest cost producer. Most of publishing industry’s energy is spent on cost reduction. Here is an opportunity to lead through product differentiation.

Online Travel Guide & e-Novels Tipping the Scales of Competition by:

Creating new markets to distribute digital content locked in booksUsing the novelty factor to increase next generation readershipRealising personal publishing through direct Print-on-Demand linkagesReducing retailer power and influence by building direct channelsEliminating the risk of over production, returns and wastage

A company creates value for a buyer that justifies a premium price or preference at a equal prices by either lowering buyer cost or raising buyer performance.

Michael PorterWhat is not different is not strategic

FOCUS OF SERVICE INFRASTRUCTUREHorizon 1 Horizon 2

KeyProducts /

Services

Horizon 3

GeographicalFocus

UKWorldwide

Revenue /Growth

Core0-6 months

Growth6-24 months

New> 2 years

ManagerialFocus

Substantial returns, declining growth‘Cash cow’ to fund future investments

Reprints & Tie InsNew EditionsNew Product Packs

(combinations)New Markets• Retailers• Book Clubs• IndustrySupplements

Reducing cost & guarding profitabilityDefending market share

UKWorldwide

Increasingly important source of new revenue

New Product CategoryNew Book TitlesDigital Publishing (pdf, HTML books)Custom Publishing (volume)• Industry Promotion (e.g. Kellogg,

Disney, etc)• Textbook & Case Studies

Building market share & revenues• Direct channels• Market segmentationIncreasing capital productivity

UKWorldwide

Low negative revenue with rapid growth potential

Digital Publishing (e-paper)Content Publishing, e.g.• Travel Industry Content• Publish by interest; sights, pubs• Personal BooksOnline StorytellingPrint on Demand

Assessing H3 business model Risks assessmentBuilding alliancesContent pricing modelsComponent content mgmt Influencing technology direction

Marketing Resource ManagementDirect Marketing

Horizon 3 Product Platform• Content Management• Text to Speech Technology• e-Paper Books• Billing

FOCUS OF SERVICE INFRASTRUCTURE

Competitive Forces

Travel Guide CompetitorsAABerlitzBradtDK Travel Fodor’s Lonely Planet’sRough Guides

SuppliersNew world labour arbitrage

BuyersBook Stores (M&A)Supermarkets (leading titles)Amazon.comBut not travel or rent-a-car agencies

SubstitutesTravel agent websitesTravel Channel Travel magazinesNewspaper supplementsCitysearch, budgog, walkabout, etcGoogle.comFrommers.com

New Entrants Wiki Travel http://wikitravel.org/en/Main_PageYahoo Travel

Online Travel Guide

Online Travel Guide

Print-on-Demand

Digital xml file

4. Use Content

Raw Publication Content

AuthorReviewerApproverPublishing Coordinator

Different Publication Templates

3 Publish Content

1 Create & Maintain Travel Content

OTG Content Server

2 Prepare Publication

Online Travel Guide

Online Travel Guide

Print-on-DemandPrint-on-Demand

Digital xml file

4. Use Content

Raw Publication Content

AuthorReviewerApproverPublishing Coordinator

AuthorReviewerApproverPublishing Coordinator

AuthorReviewerApproverPublishing Coordinator

Different Publication Templates

3 Publish Content

1 Create & Maintain Travel Content

OTG Content Server

2 Prepare Publication

Component Considerations

What content to cover, e.g. image, text, audio, video, etc? Specification of the ideal re-useable content component. Change from authoring publications to authoring content

(format and presentation is last) Search versus classification taxonomy. What is the lifecycle of the content to be stored? xml, DocBook, pdf, Unicode, XSLFO and other Standards. Configuration of workflows and approval processes. Configuration of templates, style sheets, DTD, xml schema, etc.

Multi-Book Format e-Novels

Contact

Technology architecture & solutions are justified at a strategic and financial level by preparing a business case.

See Business Analysis: A Guide to Aligning IT & Business Strategy The Data Administration News Letter- TDAN