Intermediate PT
Industry! Dive in deep!
PUBLISHING INDUSTRY Team 8 박광운 김가이 심지희 송재훈
Contents 1. Overview of publishing industry! !
2. “S-curve” ! : Technology Life Cycle in publishing industry! !
3. The advent of E-book! !
!
4. Analysis of E-book industry! : SWOT, Michael Porter’s 5 forces
Overview of publishing industry
The domestic market
Planning and Production
Sick market expansion ! due to increase in the price of resources!
Try to diversify the revenue model by affiliating with portal site especially for webtoons
Overview of publishing industry
The domestic market Distribution
Argument b/w market participant! through home-shopping ! Increase in E-book market ! due to diversification of contents,! and expansion of terminal supply ! Efforts for foreign market entry modes! -  Taking part in a book exhibition -  Suppliers expand their business to foreign market
Overview of publishing industry
The foreign market Distribution
Retry to entry into China market ! in spite of the failure before!
Collusion with Apple and a big publishing company in USA for E-book
Overview of publishing industry
TLC_Technology life cycle of publishing industry & the advent of E-book
M A T U R I T Y PAPERBOOK
2004
2007
2013
TIME
Technology life cycle of publishing industry
M A T U R I T Y
E-‐BOOK
PAPERBOOK
2004
2007
2013
TIME
Appearance of E-book
Analysis of E-book Industry ü Michael Porter’s 5 Forces ü Expected final outcome
Industry dynamics “ Various market players”
2.Threats of new entrants
Supply 4. Bargaining Chain power of suppliers Power
1.Rivarly among existing Firms
5. Bargaining power of buyers
3.Threats of substitute product/service
Michael Porter’s 5 Forces Analysis of E-book industry
Industry dynamics
Threats of new entrants
Relatively High
As a new market opportunity Rivarly among existing Firms
Relatively Low
Threats of substitute product/service
Middle
concerns about cannibalization/ copyright Diversified services by various market players
Michael Porter’s 5 Forces Analysis of E-book industry
Supply Chain Power Bargaining power of suppliers
Weak Locked contents, inconvertible and confusion in pricing Rivarly among existing Firms
Bargaining power of buyers
Weak Vertical Integration of platform companies
Michael Porter’s 5 Forces Analysis of E-book industry
Industry dynamics
“ Many market players, but absence of the brave and strong one “
Supply Chain Power
“ Vague value positioning, firms are ignoring customers’ needs and holding back from diving into the opportunity “
Michael Porter’s 5 Forces Analysis of E-book industry
Expected final outcome ! !
Focus on specific type of market player in E-book industry! !
SWOT Analysis & value positioning! !
Result of exploration for innovative IT solution of new players!
Interim Report
Thank you Q&A TEAM #8