China and India The Rise of the Asian Megamarkets and What it Means for Professional Publishers Mike Violano PSP Annual Conference February 6, 2009

Content for Customers Professional content keeps moving online. Some global publishers are either already engaged or expanding efforts in Asia and developing markets. Students at universities worldwide and technology professionals rely on digital libraries for reference, elearning, and just-in- time project problem solving. Are publishers satisfied? Are customers in India and China getting the professional content and services they want and need?

NOT CHINDIA

3 Key Market Drivers in China and India Engineering and Computer Science Grads Booming Developer and Technology Professional Population Swift Continuing Growth of Internet and Broadband

China Opportunities and Obstacles Rapid growth in IT manufacturing and services drive sharp increases in demand for technology information. Generic search engines are the first stop for most users. Lacking Chinese user interface, local support and marketing, US digital libraries have limited market penetration. Aggressive local providers are meeting the demand for online technical information – usage and brand recognition far outpaces their foreign counterparts. Superior searchability, content breadth, and local language UI are “must haves” for a successful online reference model in China. Tsinghua University Huazhong University of Science & Technology

India Opportunities and Obstacles Outsourcing demand and tech professional supply is driving new hire training at Tier 1 IT companies. Management training and staff development in high demand as companies grow rapidly. In education, there is a critical need for more universities, IITs and PhDs and to improve the quality of engineering education. Internet access getting better but still limited for business and homes. Infosys Mysore Campus

China and India Summary 1.Content is King– Trusted, proven content from authoritative sources is highly valued in China and India. 2.Follow the Customer– Provide content, access and value added features in direct response to customer needs and requests. 3.The Competition is Free– search engines and free online information are the first stop for users. 4.Productive Partnerships are Essential-- align your strategy with key market makers. 5.Be Local– act in sync with the marketplace; recruit local authors; provide professional content in local language.

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