luc verbist
TRANSCRIPT
Digitalisatie in Media.
Disruptie of Opportuniteit?
Luc Verbist
Former CIO De Persgroep
7 April 2016
2014
Organische groei
Overnames
(Nederland)
De Persgroep
Omzet: 1.650 Mio €70% Buiten BelgiëEBITDA: 215 Mio €FTE: 6.000HQ : BrusselIT : Gecentraliseerd in Brussel
De Persgroep
What is technology based disruption?
Business modellen wijzigden gestaag.
Nieuwe technologie ligt aan de basis
van erg disruptieve wijzigingen.
Muziek
Foto
Media
Taxi
Banken
Verzekeringen
… elke industrie zal geïmpacteerd worden.
Recente voorbeeld van disruptie : 3D printing.
How to recognise a
disruptive technology break through?
E-ink in the late 90 ties
Predictions :
- Will replace paper
- Will replace newspapers
and magazines
Reality :
- No break through in newspapers
- No full colour displays
- To expensive
- No foldable large screens (yet)
Seriously overestimated business potential
Characteristics of Disruptive technology
Lower cost than existing technology
Lower quality than existing technology (at first)
Lower margins per unit than existing technology
If all conditions are met at the same time
Greater market opportunity
Recommended reading :
“The Innovator's Dilemma” by C.M. Christensen
“Leading Digital” by G. Westerman, D. Bonnet, A. McAfee
Pitfalls.
Timing is of the essence
Fear for canibalisation
Risk avoidance behaviour
Leaving comfort zone
No understanding of new technology by senior mngt
Too focussed on existing markets and products
Short term thinking
Technology can be around for some time but not
all conditions are met
What about Media?
Business model under pressure
Circulation
Business model under pressure
Business model under pressure
Business model under pressure
But where to?
Business Strategy
The innovator's dilemma: harvest existing while looking for new model
Existing : still accountable for 90% of income and profit
Foster existing business
Creating economy of scale
Strive for operational excellence in existing business
New :
Invest in new Digital products
Experiment with new business models
Customer centric approach based on Big Data
Business Strategy Strive for operational excellence in existing business
Optimize processes (e.g. churn prediction models)
Standardize processes throughout entire organization
Reduce manpower wherever possible
Increase quality of service towards customers without losing profitability
Business Strategy Invest in new Digital products
News apps and websites per brand (VK redesign, AD redesign)
New products (Paper.nl, Wekker app, …)
Content recommendation based products
Experiment with new business models
Different pricing points
New advertising models (targeted advertising)
Paid for content Hard paywalls
Metered paywalls
Pay per article
Business Strategy
Unregistered User
Registered User
Single copy buyer
SubscriberMember
Value or ARPU
(average revenu
Per user)
Customer journey’s
Business Strategy Experiment with new business models
Opportunities : Big Data collection & exploring
Readers Marketing:
Readers recruitment
Upsell and cross-Sales
Conservation
Reduce churn
Advertising use:
More targetted campaigns
Personalize ads
Multi channel campaings
Example : Krux
Business Strategy
Personalize and adapt content during day and depending on type of device
Example : Topics.be
Business Strategy
Gebruik van big data
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
20
13
|30
20
13
|33
20
13
|36
20
13
|39
20
13
|42
20
13
|45
20
13
|48
20
13
|51
20
14
|01
20
14
|04
20
14
|07
20
14
|10
20
14
|13
20
14
|16
20
14
|19
20
14
|22
20
14
|25
20
14
|28
20
14
|31
20
14
|34
20
14
|37
20
14
|40
20
14
|43
20
14
|46
20
14
|49
20
14
|52
Pageviews per week
Status Today
News and Classified websites
HLN.be
DeMorgen.be
Nina.be
Goedgevoel.be
Volkskrant.nl
AlgemeenDagblad.nl
Trouw.nl
Parool.nl
Vacature.com
Gouden Spelen.be
Regiojobs.be
Tweakers.nl
Autotrack.nl
Carsom.nl
VNU Media.nl
Intermediair.nl
Nationale Vacaturebank.nl
Turnover
55 Mio €
Ebitda
7,2 Mio €
Reach : + 7 Mio unique visitors/day
Newswebsites
Premium Content Websites
Tijd, NYT, WSJ, FT, …
Paywall (metered)
Subscription model
Advertising model
Popular Content Websites
HLN, Nu, NOS, Deredactie, …
Pure Advertising model
No paywall yet
No subscription model yet
Business model
established &
mature
Tablet Subscribers
HLN.be
DeMorgen.be
Volkskrant.nl
AlgemeenDagblad.nl
Trouw.nl
Parool.nl
Older generation still fancies print
No good offer yet for reading paper on tablet
iPad only: 18.000 per day
iPad total: 250.000 per day
Print : 1.000.000 per day
Organisational Challenges
Challenge
Existing business
Operational excellence
Preserve margin and income
Manage decline
Processes are being tuned
a lot of IT work to be done
New business
Lot of experimenting
Low margins and low turnover (certainly at the start)
Hyper volatile market
Product IS software
a lot of IT work to be done
AA lot more ICT resources
required
Hoe zal de ICT organisatie wijzigen?
Creative company of the future
1/3 creatives
1/3 commercial and marketing
1/x ICT staff (where x is less than 10)
Shocking conclusion for a traditional print company
ICT evolves from a supporting service
to the core product of the company
Most boardmembers have no understanding of ICT
Digitalisatie in Media.
Disruptie of Opportuniteit?
Beide
