perspectives from a publisher - digital migration: the good, the bad & the new

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The Festival of Media LatAm 2011 Perspectives from a Publisher Digital Migration: the good, the bad & the new Manoel Lemos General Digital Director [email protected] 14.Oct.2011 @ Miami

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Presentation I did at the Festival of Media LatAm 2012 in Miami. In the presentation I talk about the challenges faced by traditional media companies in their journey towards a digital future.

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Page 1: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The Festivalof MediaLatAm 2011

Perspectives from a Publisher Digital Migration: the good, the bad & the new

Manoel LemosGeneral Digital [email protected]

14.Oct.2011 @ Miami

Page 2: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The Good

Page 3: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodBrazil and its Media are Booming

Page 4: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodBrazil and its Media are Booming

Page 5: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodBrazil and its Media are Booming

Page 6: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodBrazil and its Media are Booming

still

Page 7: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodBrazil and its Media are Booming• demographic bonus // next 20 years

Before After1990

88,4 million 60.3%

1,5 2 1 0,5 0 0,5 1 1,5 2 1,5 2 1 0,5 0 0,5 1 1,5 2

2050

138 million 64.1%

Male Female Male Female

15 -

64

yrs

0 -

15 y

rs

65+

yrs

still

Page 8: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodBrazil and its Media are Booming• advertising market & spending are growing

USA vs. Brazil 2002 = 100

100 100 102 111 108

140 111

197

116

235

294

119 114

349

99

343

101

430

2002 2003 2004 2005 2006 2007 2008 2009 2010

BRAZIL USA

still

Page 9: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodBrazil and its Media are Booming•media is under expansion // titles & circulation

+14% 2005 2006 2007 2008 2009 2010 Magazine Circulation (In million copies)

387 401

390 411 420

442

+29% 2005 2006 2007 2008 2009 2010

NUMBER OF MAGAZINE TITLES HAS INCREASED

3,651 3,657 3,833 3,915 4,432

4,705

still

Page 10: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodBrazil and its Media are Booming• circulation is not subsidized // readers are paying

30$ / yeartotal access

242$ / yearprint edition

3.4 million 1.1 million

still

Page 11: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodWe are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)•220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users

Page 12: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodWe are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)•220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users

mobile?

Page 13: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodWe are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)•220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users

mobile?

lots to improve!

Page 14: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodPlenty of opportunity for publishersand content creators!

Page 15: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER

Page 16: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER•SEGMENTED publisher

Page 17: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER•SEGMENTED publisher•MULTI-PLATFORM media company

Page 18: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER•SEGMENTED publisher•MULTI-PLATFORM media company• 360° media company

Page 19: Perspectives from a Publisher - Digital Migration: the good, the bad & the new
Page 20: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The Bad

Page 21: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The Bad

Page 22: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The Bad

168only

hours per week

Page 23: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The New

Page 24: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

New currency for a new customer!

The New

Page 25: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

New currency for a new customer!•CONTENT is still king...

The New

Page 26: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

New currency for a new customer!•CONTENT is still king... ...but it’s NOT ENOUGH!

The New

Page 27: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...

...but it’s NOT ENOUGH!

The New

Page 28: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!

The New

Page 29: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!

The New

Page 30: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!...dahh?

The New

Page 31: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...•printing facilities...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!...dahh?

The New

Page 32: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...•printing facilities...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!...dahh?

...humm?

The New

Page 33: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...•printing facilities...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!...dahh?

...humm?

User Experienceis Key!

The New

Page 34: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewAre you already a tech company?

Page 35: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN

Page 36: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS

Page 37: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS•HOW IT WORKS depends heavily on TECHNOLOGY

Page 38: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS•HOW IT WORKS depends heavily on TECHNOLOGY• you must not OUTSOURCE your BRAINS

Page 39: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS•HOW IT WORKS depends heavily on TECHNOLOGY• you must not OUTSOURCE your BRAINS

Technologyis the Engine!

Page 40: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewComplexity will be your partner!

Page 41: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be

Page 42: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way

Page 43: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way•CHOOSE YOUR PLATFORMS carefully

Page 44: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way•CHOOSE YOUR PLATFORMS carefully• be ready to BE SURPRISED (very often)

Page 45: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way•CHOOSE YOUR PLATFORMS carefully• be ready to BE SURPRISED (very often)

Embrace Complexity Now!

Page 46: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

Complexity

Page 47: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexity

Page 48: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iA simple idea in April, 2010...

Complexity

Page 49: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iA simple idea in April, 2010...• let’s put VEJA on the iPad!

Complexity

Page 50: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?

Complexity

Page 51: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?

Complexity

Page 52: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?

+

Complexity

Page 53: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?

+ =

Complexity

Page 54: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityLots of complexity on the Way!

Page 55: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)

Page 56: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)

Page 57: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)

Page 58: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology

Page 59: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology•APP STORE approval chess

Page 60: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology•APP STORE approval chess•DOWNLOAD times & NETWORKING issues

Page 61: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology•APP STORE approval chess•DOWNLOAD times & NETWORKING issues

And that was just the OK chapter!

Page 62: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityAnd then it got ugly...

1title

Page 63: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityAnd then it got ugly...

×

1title

2orientations

L P

Page 64: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityAnd then it got ugly...

× ×

2platforms

1title

2orientations

L P

Page 65: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityAnd then it got ugly...

× ×

2platforms

×

5OS versions

1title

2orientations

L P

Page 66: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityAnd then it got ugly...

× ×

2platforms

×

5OS versions

1title

+

2orientations

L P

2form factors

4:3 16:9

Page 67: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityAnd uglier...

All That

Page 68: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityAnd uglier...

×All That 20titles

Page 69: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityRealy ugly!

×All That 20titles

Page 70: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iComplexityRealy ugly!

×All That 20titles =

100s of appsdeveloped, tested,

approved, supported, etcjust in 2011!

Page 71: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewOne key resource to handle all that

Page 72: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewOne key resource to handle all that

TALENTED

Page 73: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewOne key resource to handle all that

TALENTEDPASSIONATED

Page 74: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewOne key resource to handle all that

TALENTEDPASSIONATED

EMPOWERED

Page 75: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewOne key resource to handle all that

TALENTEDPASSIONATED

EMPOWEREDMOTIVATED

Page 76: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

The NewOne key resource to handle all that

TALENTEDPASSIONATED

EMPOWEREDMOTIVATED

People!

Page 77: Perspectives from a Publisher - Digital Migration: the good, the bad & the new
Page 78: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

Lab

Page 79: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

LabAbril

Page 80: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

LabAbril

+Agencies

Page 81: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

LabAbril

+Agencies

+Advertisers

Page 82: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

LabAbril

+Agencies

+Advertisers

CreativesiOS Developers

Android DevelopersHTML5 Developers

DevicesTools

Page 83: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iba

Page 84: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

iba an agnostic platform to sell and distribute digital content on any format and for any device

Page 85: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

We’ll have fun!

Page 86: Perspectives from a Publisher - Digital Migration: the good, the bad & the new

Thanks!

Manoel LemosGeneral Digital [email protected]