NEW YORK--(BUSINESS WIRE)--What does Apple’s launch of its new iPad to rival Amazon’s Kindle e-reader mean for the future of the publishing industry?
NYU Stern Professor Vasant Dhar, an expert in the strategic implications of information technology, warns that the publishing industry will be the next “carcass” if it doesn’t embrace a new business model, and he proposes what this new model should look like.
“Publishing executives have an unprecedented opportunity to grow the industry. Yet, what they are doing is defending their old business model – which, frankly, is now antiquated,” said Professor Dhar. “The two are mutually exclusive.”
Professor Dhar, who conducted the first study to quantify the economic impact of user-generated content for the music business, cites the music trade as a perfect example of an industry that failed because it was unprepared and resistant to adopting new technologies. Instead of focusing on providing their customers value and reasonable rights of usage, they became obsessed with preventing piracy, and it cost them dearly.
He argues that publishers should adopt a more market-back-focused business model that welcomes technological innovation. “Executives are disconnected from their rising consumer base. They underestimate the power of and the cultural shift that has been brought on by emerging technologies.”
Professor Dhar explains the drivers behind the technological shift:
Taken together, the three drivers are powerful disruptors of existing business models. He suggests the publishing industry implement a digital strategy based on simple pricing and digital rights aimed at growing the market of readers. “Increasingly, consumers prefer electronic delivery of their content. Publishers should tap this market and see it for what it is – growth,” said Professor Dhar. “Would you rather have a piece of a growing market even if it’s a smaller percentage than before, or try and hold onto a larger piece of one that is crumbling?” he asks. All the evidence to date suggests that defending obsolete business models isn’t a good idea, he says.
Professor Dhar’s point of view is grounded in a paper in which he provides a framework for understanding how information technologies transform industries. The paper, “Information Technologies in Business: A Blueprint for Education and Research,” was published in INFORMS in 2007 with NYU Stern Professor Arun Sundararajan. The full paper is available for download at: http://isr.journal.informs.org/cgi/content/abstract/18/2/125.
To speak with Professor Dhar, contact Jenny Owen in NYU Stern’s Office of Public Affairs, 212-998-0561, firstname.lastname@example.org, or contact Professor Dhar at 347-400-1804 (mobile), email@example.com.