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On August 29, 2011, at the Foreign Expert Forum of “China Book International(CBI)”, President of China Renmin University Press, Mr. He Yaomin and Cambridge University Press Mr. Stephen Bourne delivered the theme speeches on “Commercial Modes for Digital Publication”.
He Yaomin:
Puzzles and Thinking for Chinese Digital Publication
Since the 21st century started, the development and application of digital technology has induced digital publishing forms and advanced the fundamental reform in the value chains and operation mode of the entire publication industry. The trend for the digital to change the conventional publication becomes increasingly strong.
As a new business form of publ-ication, digital publication grows at a rate of several times faster than the conventional publication, as has made us full of expectation for its future development. However, with the rapid expansion of industrial scale, in its development for digitalization, the conventional publication industry has always failed to make a substantial step. The unclear commercial mode for digital publication causes the digital publication to be full of challenges in its future development.
Puzzle 1: When will digital publication hold a leading position in the industry? What force can promote the great development? Such problems cannot be resolved without a successful commercial mode.
Puzzle 2: What is the profit-earning mode for digital publication? This is the biggest puzzle for the conventional publishers. In view of the enterprise operation, we show more concerns over the input-output rate and control of operation risk. In the practice of digital publication, we have observed that the input is huge and continuous, but the return is less and in a long period. Due to this, the conventional publication hesitates in digitalization and many of the publishing enterprises dare not input on a large scale and carry out the total transformation, worrying about a sacrifice like flying moth catching fire.
Puzzle 3: where is the terminal market for digital publication? This is related to source and foundation for the long-term development of digital publication. A potential market does not necessarily equal to a real market. In making great efforts for development of digital publication, conventional publishing enterprises target at the market and profit-earning. In 2010, the digital publication in China earned RMB100 billion yuans ,but the actual share associated with conventional publication industry is less than 10%. In reality, the conventional publication has neither any clear idea about where the market of digital publication is nor how to integrate the existing publication resources to create demands. The commercial modes and service methods of digital publication are still rather strange for conventional publication to follow. All these are big challenges for us. In a vertical view of digital publication in China, due to the imperfect industrial chain and lack of effective integration to form a sophisticated commercial mode, the maximum value of digital publication has not yet been explored. Because of this, in my opinion, the conventional publication should make positive efforts to think about and discuss on the commercial modes of digital publication. We also hope our mutual enlightenment today will advance, to some extent, our discussion on new commercial modes.
Thinking 1: It is necessary to, with a wider heart and open vision, maintain a positive mind for accepting and participating in application of new technology, as it will be a good start for use to accelerate the commercial modes of digital publication in China.
The biggest worry of conventional publication in reality is how digital publication will earn profits. Due the relatively long payback period of digital publication, the rather strange market environment for and relatively backward operation and management of conventional publication are all unfavorable for the development of digital publication. But, taking an earlier advantage, an enterprise is much likely to enjoy, later, the whole industrial scale. The biggest barrier for development of digital publication does not lie in shortage of technology, funds and talents, but comes from the resistance and ignorance of the conventional publication sector. In my personal opinion, in the near future, there will definitely emerge a number of industrial giants that hold the control point, while other enterprises will become a segment on the industrial chain dominated by such giants. If any enterprise does not want to be set aside in the future industry, it must take positive action to respond to digital publication.
Thinking 2: It is necessary to give adequate play to the advantage of conventional publication in contents, which is the core competitive strength for conventional publication to explore the commercial modes for digital publication.
For conventional publication as well as digital publication, contents will be always their most fundamental part. Without any flow of materials, transportation will not be called transportation. Integration of content resources is the most important as well as most fundamental strategic factor for advancing digital publication. As for conventional publication, contents will be always the base for survival and development. Conventional publishing enterprises are fully capable to develop and transform to the modern service industry of knowledge resources. By exploring the commercial mode of driving with content resources and capital operation, establish the content operation platform of core resources and it is a relatively practical choice.
He Yaomin:
Puzzles and Thinking for Chinese Digital Publication
Since the 21st century started, the development and application of digital technology has induced digital publishing forms and advanced the fundamental reform in the value chains and operation mode of the entire publication industry. The trend for the digital to change the conventional publication becomes increasingly strong.
As a new business form of publ-ication, digital publication grows at a rate of several times faster than the conventional publication, as has made us full of expectation for its future development. However, with the rapid expansion of industrial scale, in its development for digitalization, the conventional publication industry has always failed to make a substantial step. The unclear commercial mode for digital publication causes the digital publication to be full of challenges in its future development.
Puzzle 1: When will digital publication hold a leading position in the industry? What force can promote the great development? Such problems cannot be resolved without a successful commercial mode.
Puzzle 2: What is the profit-earning mode for digital publication? This is the biggest puzzle for the conventional publishers. In view of the enterprise operation, we show more concerns over the input-output rate and control of operation risk. In the practice of digital publication, we have observed that the input is huge and continuous, but the return is less and in a long period. Due to this, the conventional publication hesitates in digitalization and many of the publishing enterprises dare not input on a large scale and carry out the total transformation, worrying about a sacrifice like flying moth catching fire.
Puzzle 3: where is the terminal market for digital publication? This is related to source and foundation for the long-term development of digital publication. A potential market does not necessarily equal to a real market. In making great efforts for development of digital publication, conventional publishing enterprises target at the market and profit-earning. In 2010, the digital publication in China earned RMB100 billion yuans ,but the actual share associated with conventional publication industry is less than 10%. In reality, the conventional publication has neither any clear idea about where the market of digital publication is nor how to integrate the existing publication resources to create demands. The commercial modes and service methods of digital publication are still rather strange for conventional publication to follow. All these are big challenges for us. In a vertical view of digital publication in China, due to the imperfect industrial chain and lack of effective integration to form a sophisticated commercial mode, the maximum value of digital publication has not yet been explored. Because of this, in my opinion, the conventional publication should make positive efforts to think about and discuss on the commercial modes of digital publication. We also hope our mutual enlightenment today will advance, to some extent, our discussion on new commercial modes.
Thinking 1: It is necessary to, with a wider heart and open vision, maintain a positive mind for accepting and participating in application of new technology, as it will be a good start for use to accelerate the commercial modes of digital publication in China.
The biggest worry of conventional publication in reality is how digital publication will earn profits. Due the relatively long payback period of digital publication, the rather strange market environment for and relatively backward operation and management of conventional publication are all unfavorable for the development of digital publication. But, taking an earlier advantage, an enterprise is much likely to enjoy, later, the whole industrial scale. The biggest barrier for development of digital publication does not lie in shortage of technology, funds and talents, but comes from the resistance and ignorance of the conventional publication sector. In my personal opinion, in the near future, there will definitely emerge a number of industrial giants that hold the control point, while other enterprises will become a segment on the industrial chain dominated by such giants. If any enterprise does not want to be set aside in the future industry, it must take positive action to respond to digital publication.
Thinking 2: It is necessary to give adequate play to the advantage of conventional publication in contents, which is the core competitive strength for conventional publication to explore the commercial modes for digital publication.
For conventional publication as well as digital publication, contents will be always their most fundamental part. Without any flow of materials, transportation will not be called transportation. Integration of content resources is the most important as well as most fundamental strategic factor for advancing digital publication. As for conventional publication, contents will be always the base for survival and development. Conventional publishing enterprises are fully capable to develop and transform to the modern service industry of knowledge resources. By exploring the commercial mode of driving with content resources and capital operation, establish the content operation platform of core resources and it is a relatively practical choice.