중간발표

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