Lauren Fogel VP Director Media Development Pearson Science San Francisco CA 15 September 2010 Market Drivers Price resistance Economiccost challenges for students and institutions in academia ID: 303003
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Slide1
The Publishing Continuum
Lauren Fogel
VP, Director, Media Development
Pearson Science
San Francisco, CA
15 September 2010Slide2
Market Drivers
Price resistance
Economic/cost challenges for students (and institutions in academia)
People expect a digital environment
In higher ed course redesign is a powerful motivator for professors and institutions
Students and professors have high standards based on their current internet use
Technology offers great educational opportunities
Sourcing alternatives/changes to distribution
Influence of major players (Amazon, Microsoft, Apple, Google) on how people access content and on hw/sw ecosystem
Devices: mobile, eReaders, iPadSlide3
Technology strategy
Personalization
Data and analytics
Ease of use
Support the emerging multi-device ecosystem
Driving better results
: improving student performance, instructional effectiveness, and institutional productivity
Balancing demands for scale/high performance with innovation and speed on emerging opportunitiesSlide4
Internet Use
Expanding internet usage impacts growth
Internet use over time
Facebook
Extensive revenue growth
FT Group profits jumped from £14 to £30 million, and digital subscriptions increased 27 percent to 149,000 and 250,000 people downloaded the iPad app
In July Amazon announced that sales of ebooks on its US site had outnumbered hardbacks for the first timeSlide5
Social Media Networking
Most publishers are trying to figure out how to make social media work for them
Pearson's social media index page
Penguin focuses on teens
MyMathLab Instructor Exchange
Choosing Health
Financial Times
FT Blogs
MobileSlide6
Case Study - A Science Textbook Package
The beautiful textbook you expect PLUS
Online tutorial and assessment program for students and instructors (
MasteringBiology)
Strong animation program, simulations where appropriate
eBook
Study Guide/Solutions ManualSlide7
Case Study - A Science Textbook Package
Substantial instructor support
Instructor Resource DVD (and online) includes art, PPT lecture outlines, animations, electronic test bank, solutions manual
Print test bank (some markets moving away from printing)
Instructor’s Manual/Solutions Manual
All of these assets on hard media as well as onlineSlide8
Case Study - A Science Textbook Package
What has gone away?
Acetates (replaced by JPGS)
Ubiquitous printed supplements (reduced in number and/or put on IRDVD)
So, not much!Slide9
How do we move forward?
Meet customers where they are and then move them forward
Move customers along the technology continuum
Address their individual skill set and improve it
Address technology available at the institution
Offer lots of opportunities for training
Develop online products that address customers’ key goals in ways that print products can’t
Efficicacy studies
Content that takes advantage of the medium
Evaluate and revise the production workflow
Repurpose book content for digital products where it makes senseAdapt workflows on print supplements to provide digital and print products simultaneouslySlide10
Welcome to the “post-PC era”
“the mobile era is about low power devices, touch interfaces and open web standards”Slide11
Steve Jobs Timeline
Pre-Apple/1977
The Mac/1984
NeXT Computer/1988Slide12
Steve Jobs Timeline
Return to Apple/1996
The iPod/2001
The iPhone/2007Slide13
The Mobile WebSlide14
Mobile Initiatives
Bring content to your user however they want to receive it
Financial Times
Penguin ebooks
Penguin iPad products
eBooks in higher education
Develop a mobile stylesheet
What makes sense to offer on mobile?Slide15
Conclusions?
Research constantly
How are your customers changing?
How can you use technology to improve your customers’ lives?
And save your company money/drive revenue
What is going to make a difference - what will they buy?
Prototype and market test
Experiment and get feedback!
Be flexible and open to new ideasSlide16
Q&A
Questions
?