Talking about Revolutions... By Erwin Busselot

Dobro jutro!!! Introduction Revolutions … classic, accident & digital I used to be... Now I am! Examples Advice from a revolutionary...

The French Revolution... A CLASSIC

The Belgian Revolution... An accident!

The DIGITAL Revolution... Revolutionary Times again! Nicholas Negroponte: ‘Everything that can be digital, will be digital’ From ‘Being Digital’ 1995 Benny Landa: ‘... And PRINTING is no exception!’ IPEX 1998

Recent projections for industry change Source: Frank Romano

Recent projections for industry change

Consumer Print Service Provider Content Owners Marketing Agencies ICT Services Advertising Offices Design Bureau Logistic Partners PUSH (Collateral) Consumer is exposed to (printed) material, paid for or subsidized by 3rd parties PULL (Product) Consumer request for (printed) matter by means of a subscription, book shops, internet, … Corporation Publisher Packaging, Brochures, Catalogues, Direct Mail, Flyers, Posters, Manuals, Newsletters, … Newspapers, Encyclopedia, Newsletters, School Books, Comics, Magazines, … The Print Communication Ecosystem

I used to be a commercial printer

Now I am a graphic communications specialist who helps his customers solve marketing problems

Digital Era: PUSH

The Rise of Permission Marketing

Digital Era: PULL

Multi Channel Campaigns Drive Results Marketers report an average improvement of 35% for multi channel campaigns (using print, , and web landing pages) over single channel print-only campaigns. Personalization brings even more improvement to campaign performance. Marketers reported an average improvement of close to 50% for personalized multi channel campaigns over static print-only campaigns. Source: Print in the Mix, InfoTrends Study Provides Insight into Multi-Channel Communications Opportunity, January 9, InfoTrends Study Provides Insight into Multi-Channel Communications Opportunity,

The role of WF to couple DP and W2P

Consumer Print Service Provider Content Owners Marketing Agencies ICT Services Advertising Offices Design Bureau Logistic Partners PUSH (Collateral) Consumer is exposed to (printed) material, paid for or subsidized by 3rd parties PULL (Product) Consumer request for (printed) matter by means of a subscription, book shops, internet, … Corporation Publisher Packaging, Brochures, Catalogues, Direct Mail, Flyers, Posters, Manuals, Newsletters, … Newspapers, Encyclopedia, Newsletters, School Books, Comics, Magazines, … The Print Communication Ecosystem

I used to be a book printer

Now I am a publishing supply chain expert, demand forecaster, high speed service provider, channel captain, cash flow and inventory turnover evangelist

764,448 Source: Explosion of new titles Print production shifting to digital Non-Traditional Traditional 288,355

100,000 10,000 1, No. Book Units Printed Never in Print Nth Editions Minimum Offset Economic Production Quantity Rare books, Books back into print Review copies, comps, (galleys), catalogs First edition Second edition Self Publishing Areas in Blue are appropriate for Offset Areas in Yellow are opportunities to incorporate Digital Digital Inkjet Raises the Bar Short Runs Typical book life cycle Digital printing can improve supply chain efficiency Pre-ProductionActive EditionsBacklist / ReprintsOut of Print

2015 Growth in digital print TODAY Most books print offset OFFSET Unit volume CAGR % DIGITAL Unit volume CAGR % e-BOOKS 30% of total books sold Source: InterQuest, 2010 Co-existence of printed books and e-books

e-Books: the 3 B’s: bathroom-bedroom-beach e-Books have … conquered the beach!!!

The opportunity RETAIL— 50% RETURN & CARRYING— 15% PRODUCTION— 15% ROYALTIES— 10% SHIPPING— 5%

The opportunity RETAIL— 50% RETURN & CARRYING— 15% PRODUCTION— 15% ROYALTIES— 10% SHIPPING— 5% Reduce costs through greater efficiencies

The 80/20 rule 80% of publisher revenues [ 20% of titles ] [ 80% of titles ] Manage inventory with digitally printed short runs

Ask any weatherman— forecasting isn’t easy Demand Potential returns E-Books Advance sales

Digital short-run printing minimizes risk in all 3 inventory scenarios The book workedThe book bombedHarry Potter ABC Forecast: 100,000 units Printing: 100,000 units Unit Cost: € 0.50 Initial Sale: 80,000 units Reprint: 25,000 units Total Sale: 110,000 units Returns: 27,000 units Year-end Inventory: 42,000 units Excess Inventory: 25,000 units Forecast: 100,000 units Printing: 100,000 units Unit Cost: € 0.50 Initial Sale: 40,000 units Reprint: none Total Sale: 40,000 units Returns: 10,000 units Year-end Inventory: 70,000 units Excess Inventory: 70,000 units Forecast: 14.0m units Printing: 12.0m units Unit Cost: € 2.20 Initial Sale: 12.0 million Reprint: 100k to 400k Total Sale: 13.5m units Returns: 1.6m units Year-end Inventory: 1.9m units Excess Inventory: 1.0m units

Significant inventory savings Move from PRINT then SELL to SELL and the PRINT!!! O RISK!!!

Being Direct … also with books

Some Advice #1 Business Challenge in the 21st Century … … Innovation and Growth!!!

Ansoff Matrix Existing New Customers Applications

Some Advice #1 Business Challenge in the 21st Century … … Innovation and Growth!!! People always OVERestimate in the short run … … But UNDERestimate in the long run !!! (hype cycle)

The Hype Cycle & DP Interest In New technology Time Technology Trigger Peak of Inflated Expectations Through Of Disillusionement Slope Of Enlightenment Plateau Of Productivity IPEX 1993 Drupa 1995 Drupa 2000 IPEX 2002 Drupa 2004 IPEX 2006 Drupa 2008

Some Advice #1 Business Challenge in the 21st Century … … Innovation and Growth!!! People always OVERestimate in the short run … … But UNDERestimate in the long run !!! (hype cycle) In order to succeed … … Your desire for success should be greater than …. Your fear of failure !!! (Bill Cosby)

-U-4-Ur-A10-tion I hope I was able to …