innovating publishing product portfolios
Post on 08-Jul-2015
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INNOVATING PUBLISHING PRODUCT PORTFOLIOS
To analyze and design interrelated publishing products. To have an answer on innovation in the publishing industry. And to dominate knowledge markets
Why talking about portfolios
• Publishing shouldn’t be about publishing anymore: it is much larger than that
• Both new entrants and existing players need a better marketing perspective about what it takes to have an exemplary product portfolio…
• …for better communication purposes..
• …for faster innovation… • …and for ultimate market
domination
Who would need something like a book on strategic publishing portfolios?
Users of publishing products
•From customer perspective it is time the real publisher should rise and give them what they really need, or –sometimes better even - that they would be able to do it themselves.
•Enable end user satisfaction
Workers in the publishing industry
•From the publishing industry perspective it is time that something really changed, because of a lack of strategic enthousiasm and a lot of fear driven activities, leading to a shrinking industry without anyone providing relief (or a better perspective)
•Reinvent yourself, be a canibal of your existing products
Content producers and authors
•From the content producers perspective it is time to know where all efforts are leading to in creation of texts, sound, images, etc.
•Create new ways of making money with content
ICT industry workers
•From the IT producers perspective it is time that some publishing knowledge entered the field, helping by crating good quality cooperations
•Do it together, in stead of do it yourself publishing
New technology developers
•From the new technologies persepective it istime some down to earth apporaches help all the fantastic ideas being channelled faster and more profitable.
•Stop dreaming, start acting
Shareholders
•From the shareholder perspective it is time to stop squeezing traditional publishers and put the money where the mouth is: in strong, dominantly but perfectly served markets. Cutting is cool until you don’t have flexibility any more to be creative and inventive.
•Innovate or die and death is not an option
6 audiencegroups Are served by the book
And we start in knowledge oriented markets, because these markets have more with rational processes. So they are better to quantify.
What does it contain?
• We introduce a Publishing
Portfoliomodel which is
filled by a selfexplanatory
Workmethod. Cases and
examples illustrate the
workings and related
topics give background and
support on the principles
introduced.
A Model
A Workmethod
Cases And Examples
Related Topics
It results in an objectivated means of communicating about the sense and nonsense of publishing products
The Model
• The model is based on
a Theme used by
different Actors in a Chain of organisations and groups.
• The model consists of 2
clusters and 4 portfolio
items together with a Connect facility per Actor.
Pri
mary
Know
ledge
Customersolutions
Online Reference &Lookup
Conventional
ACTOR
THEME
Workprocess
Social Connect
By adding all models for all Actors one gets an overview over the total Portfolio
de KGB NEEDS (per actor)
uitgevers Relevantie
Content
compleeth
eid
Betrouwbaa
rheid mediatype Functionaliteit WerkprocessenSamenwerking Advies Netwerk
needs vertaald naar producteisen
PRODUCTS
Klantproces/Bedrijfsproces 5 9 9 8 8 8 8 7 7
Kennisproces 5 7 8 7 7 1 6 8 6
In welke mate wordt de need ingevuld door het voorgestelde/bedachte product
portfolio
app met hele proces kant en klaar
voor het invullen met uitbreiding
naar Osterwalder voor business case 5 8 9 9 8 8 1 5 3
database sec 5 9 9 6 6 5 1 1 1
database mét forum van peers
gemodereerd door deskundige 5 9 9 6 6 5 7 8 7
BOEK 5 7 8 2 2 2 1 1 1
BOEK met forum voor referntie en
auteurs commentaar 5 7 8 2 2 2 7 8 6
congres, lezingen,opleidingen over
UITGEEFPORTFOLIO 4 7 8 3 4 3 5 7 7
magazine 7 8 8 5 4 2 1 1 1
KENNIS GEBRUIK BEREIK
The Workmethod
• The demands of the actors are defined and scored in a Knowledge-Use-Reach matrix. The products to be delivered to the actor are scored along the same matrix and differences are compared.
afwijking productidee tov need
portfolio
app met hele proces kant en klaar
voor het invullen met uitbreiding
naar Osterwalder voor business case 0 -1 0 1 0 0 -7 -2 -4
database sec 0 2 1 -1 -1 4 -5 -7 -5
database mét forum van peers
gemodereerd door deskundige 0 2 1 -1 -1 4 1 0 1
BOEK 0 0 0 -5 -5 1 -5 -7 -5
BOEK met forum voor referntie en
auteurs commentaar 0 0 0 -5 -5 1 1 0 0
congres, lezingen,opleidingen over
UITGEEFPORTFOLIO -1 0 0 -4 -3 2 -1 -1 1
magazine 2 1 0 -2 -3 1 -5 -7 -5
buss:
ook hier zie je in de
volgende regel wat een
forum oid doet met de
behoeften van de klant
buss:
je ziet hier de
onmogelijkheid van een
tijdschrift zonder
connect faciliteitbuss:
al deze producten zijn
niet primair geschikt voor
werkprocessen. Dat is
niet vreemd want het
zijn ook typisch
Kennisproducten
buss:
interessant om te zien
dat een database
weliswaar een
kennisproduct is maar
tosch een rol vervult in
het werkproces!
buss:
duidelijk dat er een
interactiemodule moet
komen of een forum als
je een app maakt!!buss:
duidelijk dat een forum
veel meer toegevoegde
waarde heeft bij een
database zonder die
feature
KNOWLEDEGE Relevance
Content characteristics
Authority
USE Workprocesses
Mediumtype
Functionalities
REACH Cooperation and advice
Network
Cases and examples will illustrate this
The Yield
• A serious overview of products and services per actor
• A view of how to improve products per actor and to fill in gaps
• A means to expand activities (and profits) to more actors
Prim
ary
Know
ledg
e
Customersolutions
Online Reference &Lookup
Conventional
ACTOR 1
THEME
Workprocess
Social Connect
Actor 1
THEME
Actor 2 Actor 3
The possibility to dominate a theme
Cases and Examples
• Cases of existing situations will be demonstrated
• Examples of innovations will give insight in the usability of both Portfoliomodel and Workmethod
The power of the method will be demonstrated
Related Topics
• Topics that are necessary to understand the dynamics of setting up strategic publishing portfolios are:
1. Customer, work and knowledge processes
2. Knowledge, Knowledge Management and its use
3. Mediatypes
4. Migration of existing portfolio and change management
Established practical publications will be summarized and extended
top related