penccil: A digital ecosystem for illustrated books

A digital ecosystem for illustrated books

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mg strategy :
presentation to Thames & Hudson :
December 11th, 2014

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A digital ecosystem for illustrated books: copyright Mario Gagliardi /mg strategy 2014 : all rights reserved :
no part of this presentation might be copied or given to 3rd parties without written permission by mg strategy

who we are

mg strategy is a hybrid strategy consultancy and design firm.

Our work style: teamwork...

...and collaboration in shared spaces.

A digital ecosystem for illustrated books:

Depending at the task at hand, we assemble the right interdisciplinary team from our network.

A digital ecosystem for illustrated books: We work with the web since 1999. 12 years ago, we created the e-learning ecosystem for the Austrian Federal Ministry of Education.

We work with the web since 1999. 12 years ago, we created the e-learning ecosystem for the Austrian Federal Ministry of Education.

A digital ecosystem for illustrated books: The ecosystem boosted e-learning participation in Austrian schools from below 10% to over 90% within 5 years.

The ecosystem boosted e-learning participation in Austrian schools from below 10% to over 90% within 5 years.

A digital ecosystem for illustrated books: Our showcase product: penccil.com is a free community-curated platform for visual culture with realtime co-creation features.

Our showcase product: penccil.com is a free community-curated platform for visual culture with realtime co-creation features.

penccil users share visual culture content they find relevant.

penccil's analytics engine gathers a lot of valuable knowledge.

Engagement analysis

A digital ecosystem for illustrated books: penccil processes big data to analyze which visual content is most sought after: colors, styles, artists, designers.

penccil processes big data to analyze which visual content is most sought after: colors, styles, artists, designers.

penccil color analytics creates realtime charts of currently most trending colors.

A digital ecosystem for illustrated books: Online is increasingly important: Online and mobile have overtaken all other media for mindshare in 2013.

Online is increasingly important: Online and mobile have overtaken all other media for mindshare in 2013.

A digital ecosystem for illustrated books: Consumers increasingly seek new, immersive digital experiences in which they control the action.
(Accenture Communication, Media and Technology Digital Consumer Survey 2014)

Consumers increasingly seek new, immersive digital experiences in which they control the action. (Accenture Communication, Media and Technology Digital Consumer Survey 2014)

The next big thing: Wearable devices - Online gets closer to your body.

A digital ecosystem for illustrated books: Self and Indie publishing is up and coming, but fragmented with many similar offerings competing mainly on price and breadth of distribution.

Self and Indie publishing is up and coming, but fragmented with many similar offerings competing mainly on price and breadth of distribution.

A digital ecosystem for illustrated books: 3rd party sites might not be the best bet: Issuu, an online catalog display service, shows T&H catalogues together with the most important competition: Rizzoli, Phaidon, Taschen etc., potentially leading customers away.

3rd party sites might not be the best bet: Issuu, an online catalog display service, shows T&H catalogues together with the most important competition: Rizzoli, Phaidon, Taschen etc., potentially leading customers away.

Crowdfunding sites also show when projects do not succeed...

We think that 3rd party sites make for a disconnected customer experience not supportive of the integrity of a premium brand.

Online books sales are increasing. (Nielsen Research)

Amazon dominates online book sales. (Nielsen Research)

How to profit from Amazon's reach without allowing it to destroy margins?

A digital ecosystem for illustrated books: We propose to get creative with formats, co-marketing and release schedules. For example: The perfume book with a customized cover and smell pads, co-marketed with a cosmetics firm.

We propose to get creative with formats, co-marketing and release schedules. For example: The perfume book with a customized cover and smell pads, co-marketed with a cosmetics firm.

A digital ecosystem for illustrated books: But how do we know which content, format and schedule work best? Right now, publishers know little about who reads their books.

But how do we know which content, format and schedule work best? Right now, publishers know little about who reads their books.

When we add a layer of engagement, we also create the data required to build in-depth user profiles.

An integrated platform records consumer actions and builds profiles for books and their readers.

A digital ecosystem for illustrated books: Finally, each publishing product is connected with ever-expanding knowledge about its users: Browsing behaviour, purchasing behaviour, pledging behavior, preferred communities, preferred titles...

Finally, each publishing product is connected with ever-expanding knowledge about its users: Browsing behaviour, purchasing behaviour, pledging behavior, preferred communities, preferred titles...

A digital ecosystem for illustrated books: BCG, October 2014: Big-data leaders generate 12 percent higher revenues than those who do not experiment with big data. Strong innovators leverage digital technology to enhance their value proposition or improve operations by a margin of 79 percent to 26 percent.

BCG, October 2014: Big-data leaders generate 12 percent higher revenues than those who do not experiment with big data. Strong innovators leverage digital technology to enhance their value proposition or improve operations by a margin of 79 percent to 26 percent.

A digital ecosystem for illustrated books: Instead of disconnected online experiences on 3rd party sites we propose to build one seamless, branded experience for browsing, buying, crowdfunding, creating and building communities around books.

Instead of disconnected online experiences on 3rd party sites we propose to build one seamless, branded experience for browsing, buying, crowdfunding, creating and building communities around books.

Browsing and purchasing

Commenting and connecting to peers

One experience on different devices

A digital ecosystem for illustrated books: Downloading to devices and hooking up to social networks with one click:

Downloading to devices and hooking up to social networks with one click: "Just bought the fabulous "400 Designers" by Thames and Hudson!"

A digital ecosystem for illustrated books: Crowdfunding: Pledging for books as a seamless experience within browsing, commenting and connecting.

Crowdfunding: Pledging for books as a seamless experience within browsing, commenting and connecting.

A video statement by the prospective book author.

Creating or customizing your book is a seamless experience.

A digital ecosystem for illustrated books: Personalized covers and pages: Our idea to differentiate T&H from its competition and to make its products more personal.

Personalized covers and pages: Our idea to differentiate T&H from its competition and to make its products more personal.

Graphics algorithms generate infinite variations of a theme.

A digital ecosystem for illustrated books: With built-in graphics algorithms, customers need only one click to make a unique, customized cover fitting to its content. The customized graphics are automatically assigned to the order and sent online to a digital print facility, where the cover is printed out in minutes.

With built-in graphics algorithms, customers need only one click to make a unique, customized cover fitting to its content. The customized graphics are automatically assigned to the order and sent online to a digital print facility, where the cover is printed out in minutes.