Five Technologies that are T f i P i t S l T dTransforming Print Sales Today

"Technology will never replacenever replace people. People who usewho use technology will replace people who don't."

AgendaAgenda

• Trends Affecting Youg• Communication Technology Overview

– Internet Broadband– Content Management– Multichannel Formatting– Social Media and UGCSocial Media and UGC– Cloud Computing

• How Do You Compete with Free?• Near Future Opportunities• The New Normal?

The More Things ChangeThe More Things Change

“Students today can’t prepare bark toStudents today can t prepare bark to calculate their problems. They depend upon their slates which aredepend upon their slates which are more expensive. What will they do when their slate is dropped and itwhen their slate is dropped and it breaks? They will be unable to write!”

Teachers Conference, 1703Teachers Conference, 1703

The More Things ChangeThe More Things Change

“Students today depend upon paperStudents today depend upon paper too much. They don’t know how to write on slate without chalk dust allwrite on slate without chalk dust all over themselves. They can’t clean a slate properly What will they doslate properly. What will they do when they run out of paper?”

Principal’s Association, 1815Principal’s Association, 1815p ,p ,

The More Things ChangeThe More Things Change

“Students today depend too muchStudents today depend too much upon ink. They don’t know how to use a pen knife to sharpen a penciluse a pen knife to sharpen a pencil. Pen and ink will never replace the pencil ”pencil.

National Association of Teachers, 1907National Association of Teachers, 1907

The More Things ChangeThe More Things Change

“Students today depend too muchStudents today depend too much upon store bought ink. They don’t know how to make their own Whenknow how to make their own. When they run out of ink they will be unable to write words or ciphers until theirto write words or ciphers until their next trip to the settlement. This is a sad commentary on modernsad commentary on modern education.”

The R ral American Teacher 1929The R ral American Teacher 1929The Rural American Teacher, 1929The Rural American Teacher, 1929

The More Things ChangeThe More Things Change“Students today depend upon these expensive fountain pens. They can no longer write with a straight pen and nib, (not to mention sharpening their own quills). We parents must not allow them to wallow in such luxury to the detriment of learning how to cope in the real business world, which is not so extravagant.”

PTA Gazette, 1941PTA Gazette, 1941

The More Things ChangeThe More Things Change

“Ballpoint pens will be the ruin ofBallpoint pens will be the ruin of education in our country. Students use these devices and then throwuse these devices and then throw them away. The American virtues of thrift and frugality are beingthrift and frugality are being discarded. Business and banks will never allow such expensive luxuries ”never allow such expensive luxuries.

Federal Teacher 1950Federal Teacher 1950Federal Teacher, 1950Federal Teacher, 1950

The More They Stay The SameThe More They Stay The Same

“Twitter is passing fadTwitter is passing fad that is sweeping the nation”nation

John Stewart, 2009

Stages of InnovationStages of Innovation

Shortened Adoption CurveShortened Adoption Curve

Mass Marketing BubbleMass Marketing Bubble

Modern TrendsModern Trends

New Vocabulary WordsNew Vocabulary Words

ibl lli P t bl Di it l M di PlAccessible Satellite ImageryBlogsBlackBerryBluetooth

Portable Digital Media PlayersRSSSatellite RadioSecond Life

Cable modem/DSLFacebookHD TV, Blue Ray DVDH N t ki

Smart Wireless PhonesText MessagingUSB flash/thumb drivesTiVoHome Networking

iPodGoogleGPS

TiVoYouTubeVideo ChatVoice Over IP

MySpaceMP3MP4

WikipediaXboxWii

Presidential Campaign TechPresidential Campaign Tech

“Thomas Jefferson used newspapers to win the presidency, F.D.R. used 

radio to change the way he governed, J.F.K. was the first president to 

understand television and Howard Dean saw the value of theunderstand television, and Howard Dean saw the value of the Web for raising money. But Senator Barack Obama understood that 

you could use theWeb to lower the cost of building a politicalyou could use the Web to lower the cost of building a political brand, create a sense of connection and engagement, 

and dispense with the command and control method of governing to p g g

allow people to self‐organize to do the work.”   

‐ The New York Times

Ubiquitous Broadband ConnectivityUbiquitous Broadband Connectivity

• 3G and 4G Wireless3G and 4G Wireless– 300 to 30000 Kbps

– Anytime Anywhere– Anytime, Anywhere

• Fiber Optic Cable 10/100/1000 Mb– 10/100/1000 Mbps

• Local Networks– 1 to 10 Gbps

Some Broadband AppsSome Broadband Apps

• TeleconferencingTeleconferencing

• Real Time Messaging

S di i• Smart Media Devices

• Unified Communications

• Network Consolidation

• Remote Review/ApprovalRemote Review/Approval

• Web Portals and Apps

Remote PresenceRemote Presence

Microsoft BingMicrosoft Bing

Wolfram AlphaWolfram Alpha

Google WaveGoogle Wave

Broadband PenetrationBroadband Penetration

Cost of SpeedCost of Speed

Content and Asset ManagementContent and Asset Management 

• Check‐in/Check‐out /• Versioning and Workflow• Multi Language /Locale • Multiple Transforms / FormatsA t ti T l• Automation Tools

• Local and Remote System IntegrationIntegration

• Content Organization

Web CMS Tools

• Basis for advanced

Web CMS Tools

Basis for advanced– Web2Print

– eCommerce– eCommerce

– Customer Facing

Collaboration– Collaboration

– Web Management

Automated Multichannel FormattingAutomated Multichannel Formatting

• PDF, Email, Web, Multimedia,– AdobePartners.com– Adobe Newsflashdobe e s as

• Workstations, Smart Phones, Multimedia Devices E‐Ink DevicesDevices, E‐Ink Devices

• Web2Print– Print Procurement – Document Management – Marketing Management – Workflow Automation 

Collaboration and User dGenerated Content

• Everyone gets to be a producer/publisher

• Release control in exchange for help

• Ecosystem of end users create and organizeg

• Collaborative IntelligenceIntelligence

TIME ‐MINETIME  MINE 

Princasting.comPrincasting.com

• People Powered pMagazine

• Local Newspaper Model • Web2Print via Blogs / RSS• Local Ad support by topicEl t i P i t• Electronic or Print Deliveries

• Open Source ProjectOpen Source Project– Funded by Knight‐Ridder Foundation Grant

MagCloud.comMagCloud.com

• HP CMO Strategy: gy– 'Democratize Print Publishing‘

• Hyped the new• Hyped the new MagCloud.com

• Who can be a magazine publisher?– Anyone CanE bl l t• Enables people to publish their own hardcopy magazinespy g

TribLocal.comTribLocal.com

• Digitally PrintedDigitally Printed Newspaper 

• Short‐Run DistributedShort Run Distributed

• Niche Publication or Special EditionsSpecial Editions

• Micro‐zone Publishing

P li d• Personalized Newspaper 

Web 2.0 and PublishersWeb 2.0 and Publishers

• Many organized around Web and Offset scaley g• One to Many is Declining• Cash Cows Gone

– CSM Goes To Online Exclusively– NYT Ads 27% Down 4/21 1st Qtr, $74M US– NAA stops printing magazine– NAA stops printing magazine

• Accelerating shift towards Digital Delivery• Now Beats Tomorrow• An Expectation for Free• Consumers will Pay for Convenience

How do you compete with free?How do you compete with free?• Manufacturing Model 

i hi ll– Give something away to sell something else (razors)

• Media Model– Advertising Supported

• Digital Model– Marginal costs almost free

• Gift Model –Non monetary economy– Non‐monetary economy 

• (beads for friends)• Reputation• Attention• ExpressionExpression

– Freemiums• Software• Games• Communities Wired’s Chris Anderson

– Tiered PricingWired s Chris Anderson

Social Media Networks

• Recommendation Enginesg• Social CRM• Real Time Messages• Conversations• Status Exchange • Blogs and News• Audio and VideoR d i• Recommendations

• Social Media Landing Pages 

Trading Brand Control for ValueTrading Brand Control for Value

• "a whole new generation gonly knows nothing but this kind of connected communications withcommunications with other people“ 

• “In the 60’s brands turned to typography to control brand … now they can just do”can just do

• Letting Your Audience Co‐CreateTechnorati’s Peter  Hirshberg

Participation, Collaboration, Transparency, Conversations 

• CRM and Social Media IntegrationCRM and Social Media Integration– Salesforce.com Service Cloud

• Communities Organize For orCommunities Organize For or Against Brands

• Missing Strategy can Hurt Brands• Missing Strategy can Hurt Brands

• Social Network API’sC b i t t d ith CRM C i M t– Can be integrated with CRM, Campaign Management

– Can be used for triggered messaging

Social Media IS for Printers!Social Media IS for Printers! 

“Printers should be helping clients manage their 

i l kisocial networking initiatives, web sites, e‐mail campaigns not justmail campaigns, not just using them for their own businesses”

Dr Joe Webb, April 2009

Grid and Cloud Computing Services

• Salesforce comSalesforce.com

• Zoho Apps

G l i• Google AppEngine

• Amazon AWS

• MS Azure

3 Cloud Delivery Models3 Cloud Delivery Models

• Cloud Software as a• Cloud Software as a Service (SaaS)– Use provider’s applications over a networkover a network 

• Cloud Platform as a Service (PaaS)– Deploy customer created– Deploy customer‐created applications to a cloud 

• Cloud Infrastructure as a Service (IaaS)Service (IaaS)– Rent processing, storage, network capacity, and other fundamental 

ti

40

computing resources

New York Times Case StudyNew York Times Case Study• No coordination with Amazon

d dit d!– used a credit card!– Less than $500

• 15 million scanned news larticles

– 4TB PDF data

• Took grid computers 24 hours g p– would have taken months on 

NYT computers

• “It was cheap t as c eapexperimentation, and the learning curve isn't steep.” –Derrick Gottfrid, Nasdaq

41

Derrick Gottfrid, Nasdaq

Near Future OpportunitiesNear Future Opportunities

• Printers Are Not in the Printing Businesste s e ot t e t g us ess– They are in the manufacturing and fulfillment biz– Can expand into helping clients with all media management

• Software Systems and Media Fulfillment• Software Systems and Media Fulfillment– “Every book manufacturer should have an active digital book initiative”– Systems can make digital content workflow available to customers

• More SaaS, Less IT– More options, less cost– Mashups will become the normMashups will become the norm

• Niche Printing Apps with UGC– Photobooks, Micropublishing, Content Management, Distributed 

N t k W b2E thiNetworks, Web2Everything

Web2EverythingWeb2Everything

The New NormalThe New Normal

“The result will be an environment that,environment that, while different from the past, is no lessthe past, is no less rich in possibilities for those who arethose who are prepared.”

ConclusionsConclusions

• Trends Drive Change– Cycles are Happening Faster

• Technology Changes Media Usage– Media mix is ever changing– Media mix is ever changing– Print is not dead, it’s role is evolving

• Digital Delivery Opportunities– Niche of 1, online and offline– Manufacturing and fulfillment– Online creation, proofing and approval

• Systems Will Cost Much Less– And are vital for your future

• Normal will be Different• Normal will be Different

QuestionsQuestions

Jeffrey StewartChief Technical OfficerChief Technical Officer

t @t kkstew@trekk.com

www.Trekk.comTwitter.com/JeffreyAStewart

LinkedIn.com/in/jeffreyastewart