EDITECH 2011 MONDI CREATIVI La creazione come «produzione»: costi e tecnologie
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1 EDITECH 2011 MONDI CREATIVI La creazione come «produzione»: costi e tecnologie Digital Innovation: Enabling Factors for New Models 1 Vincenzo Russi vincenzo.russi@cefriel.com Direttore Generale CEFRIEL Politecnico di Milano Vincenzo Russi - CEFRIEL Politecnico di Milano
2 1 PHYSICAL EXPLOITATION OF DIGITAL 2
3 3 Starbuck s Digital Experience
4 6.800 US Stores In-store Connection Content Catalog Social Reading 4 Starbuck s Bookish Reading Club Sources thanks to Starbucks101, AdamJackson1984, PulseOnTech, Adam Tow
5 DISTRIBUTION NETWORK Caffé BAR 5 Full-Length Book Previews in Coffee Shop Canvas Model Source: Business Model Generation, Alexander Osterwalder, Yves Pigneur
6 DISTRIBUTION NETWORK Caffé BAR 6 Full-Length Book Previews in Coffee Shop
7 The Digital Galaxy for Publishers Interacting with people PC Executives Personal space Social CRM Mobile site Store localization Entertainment Advertising models Store/ Saloon Tablet Surveillance cameras Samples distribution Product information Mall Targeted Marketing (Connected) TV Interactive window Product suggestion Kiosk Collective buying POS Employees Touch screen Social POS Consumers Mobile Shoppers Fan groups Point of presence Cloud Seamless Experience Web of Data Home Payment Profiling Gesture control Tablet Fans Street
8 2 DIGITAL ENABLERS 8
9 Facebook users over population 45% UK 42% US 30% France 28% Italy 23% Spain 13% Germany 9 Facebook: a Nation with 500 Millions of Users
10 10 Users prefer Social Networking over
11 Over 30% of circulating phones is a smartphone 40% 30% 20% 10% Dec 09 Smartphone Adoption by Market source: comscore, mobilens Feb 10 Apr 10 Jun 10 Aug 10 Oct 10 Dec 10 Spain Italy UK US France Germany 11
12 12 Users prefer Mobile over Desktop Internet
13 ereaders & Tablets 13
14 An Unforeseeable Growth 25+ mln ipad Sold as of June 2011 Source: Apple 10+ mln Source: Businessweek.com Kindle Sold in 2009 and mln Nook Color as of April 2011 Source: cnet.com 14
15 2 DIGITAL ENABLERS SEAMLESS EXPERIENCE 15
16 Devices: The New Portal 16 ANY device, ONE experience, EASY to use, COMPLETE User Centered Design Services
17 Devices: Context Usage 17 Content Paper Web Mobile Tablet TV Reliable Updated Social Service Oriented Instantaneous Short Interactive Rich
18 HTML 5: Seamless Experience 18 Interactivity Device Services Integration Improved Accessibility Geo Location Client-side database Offline Application Cache Smarter forms Sharper focus on Web application Requirements Multimedia Advanced Management
19 app.ft.com asidemag.com 19
20 Cross-platform reader Cloud Storage Discovery platform Distribution system
21 2 DIGITAL ENABLERS THE CLOUD 21
22 The Cloud 22 Convenient On demand Elastic Services Contents Products Technologies Minimal management Rapidly provisioned
23 The «Souls of the Cloud» 23 Enterprise Cloud Hybrid Cloud Mixes internal cloud services with external Public Cloud
24 Apple & Cloud = icloud 24 Source: Engadget.com
25 ebook Cloud Services 25 User Centered Download Cloud Storage Streaming Streaming My Books User + Retailer Centered Multiple Download Merchant Cloud
26 2 DIGITAL ENABLERS WEB OF DATA 26
27 From Web of Documents to Web of Data 27 Web of Data Meaning-Enriched Representation Web of Documents Flat Representation
28 Web of Data for Emerging Digital Books 28 Apps as Silos Apps with Web of Data Apps with Open Data
29 The Next Digital Book 29 Today The Future Population: 1.5 M Consumption: 150KW/pers/y CO2 Production: 4.4 Kg/y.. Administrative Data Geographic Statistics Newspapers Books Events Info.
30 Best Seller API New York Times Initiative 30
31 Starting Point 31 Discoverability Full Text Search
32 3 STEPPING TO DIGITAL 32
33 Book Mini-Sites Active Social Marketing Physical/Digital Bundling Hi-Profile Special Content Influence Zone Engaging Zone Extensive Social Marketing User-Generated Reviews Readers Engagement Event-Driven CRM Viral Marketing Increased Visibility Digital Presence Search Engine Optimization Search Engine Marketing Preview Widgets CUSTOMER READER TOUCH POINT Awareness Zone Loyalty Zone One to One Marketing and CRM Ad Hoc Promotion Instantaneous In- Store Personal Promotions 33 The Publisher-Readers Evolution Spiral
34 The Journey of Digital Publishing Creativity x Execution Doing and Failure Smart and Quick Connecting the Dots Original Models Adapt to the Target Technology scouting increase the project success probability and accelerate the iterations Design and develop next version Each iteration increments functionalities and performance Test and evaluate with stakeholders and target client persons 34
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