How To Write A Letter To The Community

The battle has begun: as Kurosawa and masterfully portrayed in his film Ran (1985), the Ichimonji clan is at war and the heirs of the great Hidetora arranged in battle formation to start.

The agreement Santillana-Random- Metro with rights agencies to provide a platform for the purchase of digital rights is a story that has trimmed concern for independent publishing. When large agree not to become an NGO to identify and mark but playing to an emerging market. Here are some of the statements that are poured into the press release, and following the same reflections that we considered:

1. 'Market through bookstores by discharge codes. " If the process involves having to physically visit a bookstore to buy a card with which to turn, and from home, you download the ebook, it will end in failure. Tissue protection may involve load libraries are not transaction costs to the customer. Rather, we must think about starting a macroplataforma content that links to all libraries that wish, so that the customer can buy at your library through a common interface that connects the library with the macroplataforma, all without moving home. On the other hand, we must begin to wonder what value-added process will make the independent bookstore (as opposed to large supermarkets and chain bookstores) when marketing ebooks for download and payment by credit card or through any online payment . The moving outside a chain link must be based on the concept of "adding value", but do not forget that it does not add value added losses. We fully agree with the protection of libraries, but it seems essential to confirm what will add value to the process: digital marketing intensive depending on the specialties of each library?

2. "We will not pass over the editors. Be given the rights to publishers who already have on paper. " The smell tells us that this is a statement of intent to the gallery, and in a few months we will see a digital rights have either reached. No There's nothing surprising: as in the analog world, digital rights may be, in many cases, divided in terms of format, geographic areas, language, etc. This is no trivial issue. But why the authors are going to leave the digital rights in the hands of the agencies? Why not raise market them directly? The Network has facilitated everything from author to reader without intermediaries or exclusivity. This possibility is not science fiction. If the author-creator of content, expands its range from 10% today to a range of between 25% and 40%, will be in exchange for a strong decline in margins in other links value chain.

3. "Business very tight margins." The digital business is a business operating efficiency, with a brutal drop in prices down, particularly because the transaction costs tend to zero. The market will determine the thresholds and price brackets to the final consumer is considered acceptable and are willing to pay, so you will have to see what value it adds each link in the chain. Strong business and operational efficiency given that the margin should be sharing redesign, there will be very hard process of disintermediation. But, being the editor, "bank transfer in return for what?

4. "New players." The situation lends itself to the entry of new players, although, as Michael Porter would say, the business is unattractive in terms of margins. Be incorporated essentially online platforms with very low cost structures, a high operating efficiency and a large development to online marketing to groups and communities hypersegmented.

5. "Right now we have what can be conceptualized as an emerging market with a very low actual demand, without offering some added value." Jesús Badenes reason leads to point out how they are behaving Overseas, where major investments have been made but which is not a reasonable return. Seems sensible and cautious tempting clothes before going to invest huge amounts of money without certainty of reasonable return.

6. The possibilities of disintermediation not imply the cessation of the functions. It is important to conceptualize this issue. Numerous presentations of new digital gurus we have attended where you throw a Slide disintermediation opportunities with the new digital value chain poses. Are actually many different options that can make certain links may be removed. But this does not mean the disappearance of the functions: is possible that an author can sell their creations directly to the reader content, but then he will have to perform the duties of publisher, distributor and marketing director. Obviously, the shift value will move forward in the chain, being the crucial link in marketing. The distribution-per-download, will be a comodity. The decisive point of the value lies in the pull strategy to the end customer.

We believe that in the absence of absolute certainty in the digital issue, we will see many initiatives in the coming months, as a experiments and trials. For now, large groups begin to lead and define competitive rules. But what independent publishers? It imposes a short-term brainstorming sessions indepediente publishing on these topics, to design and develop a line of airy position.

In the absence of strategy, every direction looks good, even doing nothing until you see things more clearly may seem to some the smartest choice, but this inertia keeps MS hide fear and sentenced to a paradigm change .