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Selling and Marketing Digital Products

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Integrated digital workflows using bridging technologies will build a powerful ... Promethean/DK. Quick to install. Intuitive and accessible. Easy to use. Trusted ... – PowerPoint PPT presentation

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Title: Selling and Marketing Digital Products


1
Selling and Marketing Digital Products
Rebecca Jones Head of Marketing, Letts and
Lonsdale Jon White Digital Publishing
Director, Macmillan Education
Its no longer about x for y content
2
The Net Generation
3
The Net Generation
4
Perceived value
5
Primary Considerations
Workflow/DAM/CMS - From Print to Web 2.0 and
beyond
Creation of Digital Objects/Community
Written to CMS/LMS in XML
Digital Output/Input with feedback to input
through forums/ Web2.0
Images Text Video Audio Subject wikis and
communities in internet and mobile space All
complementing already existing brands
XML Standardisation for all created digital
objects Workflow tool into CMS/LMS Live
segmentation of all data Powerful content
management layer Live streams
Books/Journals/ periodicals/ research papers as
an output as and when traditional publishing
process dictates Branded Internet and mobile
websites Community interfaces with forums/user
profiles Outputting to any format/size Licensed
/supplied content to third party communities and
sites
Internal and external community
Internal workflow/community
Integrated digital workflows using bridging
technologies will build a powerful automated
content repository with a number of complimentary
print and digital outputs, building the brand and
creating a unique content communities with 2-way
content flow and opportunity for wider range of
revenue models
6
Emerging business models
Really our vision is any book, anywhere, any
time and on any device. We want to partner with
anybody who shares our vision of making them more
accessible. Google
7
Sales Channels
Ebooks and beyond
8
Partnerships strategic alliances
Strategic partnerships provide opportunity to
delivery content to a receptive audience at the
optimum time.
Alliances are increasingly important-
Cambridge/Intel/Smart Pearson/LiveMocha
Match.com/Penguin Promethean/DK
9
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10
  • Quick to install
  • Intuitive and accessible
  • Easy to use
  • Trusted
  • More efficient and effective

11
Digital Rights Management
CONTENT
Licence acquisition
12
Ebooks
13
Revenue streams
  • Subscriptions
  • One-off payments
  • Revenue sharing
  • Sale of additional products or services  
  • Bundling
  • Online advertising
  • Preload fees
  • Licensing/rights
  • SDK

Less revenue from greater number of channels
14
Customised, accessible , time-saving learning
solution.
15
Technology has the potential to fundamentally
change teaching and learning forever - but only
when it's applied with a real understanding of
learning. 
"Whatever kids come to school with in their
pockets, we mustn't expect them to power-down to
get on with their learning."  Professor Stephen
Heppell
16
Technologies
Technology continues to advance at a remarkable
pace, creating new opportunities as well as
challenges.
17
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18
Strategic positioning
  • If you dont do it, someone else will.
  • The fast-movers are the ones that attract talent
    establish brand and cement customer loyalty.
  •  
  • The dominant players today are
  •  
  • Aligned to how technology is being used and how
    is it going to be used in the future
  • Flexible in the delivery of content to suit
    customer behaviour
  • Take customers on a journey with them
  • Peer review/involvement

19
1 Total Population estimated in March 2009 at
6.76 billion 2 PC Ownership 0.811 billion 3
PC Ownership with Internet connectivity 0.690
billion 4 Mobile ownership with Internet
connectivity 4.056 billion
20
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21
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22
Contacts
  • Rebecca Jones
  • rebecca.jones_at_lettsandlonsdale.co.uk
  • Jon White
  • j.white_at_macmillan.com
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