room teaching has undergone major transformation,” he says. “Print books, which used to be publishers’ primary source of revenue, are now likely to be just one component of their sales. It is not an exaggeration to say that publish-ers are grappling to realign their busi-ness models to this new reality. Going forward, one should expect to see further vendor consolidation, more emphasis on process and work-flow standardization, and closer client-vendor partnerships compared to when publishing outsourc-ing first started.” Arora points out that publishers would much prefer collabo-rating with service providers such as MPS who have both upstream and downstream competencies to cover all bases.
Buying In from the Top
The most visible trend in the industry, says Jim Lewis, senior v-p for sales and marketing of Innodata Isogen, “has been the explosion of iPad sales. With 100 million iPads expected to be sold by the end of this year, and a total of 300 mil-lion tablets in the market by 2015, we have noticed a dramatic rise in interest from senior-level publishing personnel in mobile, tablet, and multichannel con-tent development. Specifically, senior executives are looking more closely at the earliest stages of content supply and asking what they need at the point of content creation to ensure that their con-tent is ready for multichannel consump-tion.” To address this need, Innodata has developed Content Profiling, a method-ology that helps publishers develop con-tent supporting new digital product functionalities across devices and plat-forms. Lewis also notes that media orga-
Living with digital products and multiplatform e-deliverables
Market Transformation Equals Challenges and Opportunities
B T T
In 2006, when
released the first report on the content services industry in India, the topics centered on XML, PDF, and e-deliverables, and conversations revolved around print- vs. content-centric work flow.
publishers beginning to ask for XML deliverables for Web-based platforms,” says Nishith Arora, chairman of MPS Limited, who has seen the landscape shifting from near and far. After selling ITC, which he founded and owned, to Infomedia in 2006, he left the industry for a spell before establishing ADI BPO and Neuetype. Last October, he roared back onto the scene with the acquisition of industry pioneer MPS Limited.Today, with online sales finally taking off, Arora sees a heightened focus on digital-first production. “Devices such as iPad and other mobile handhelds are well entrenched in our society, and class-
t was a time when SSTM publi-cations formed the bulk of the digitization business, while chil-dren’s books and trade titles made their first appearance on the pro-duction floor. Then, Apple was still four years away from launching its first-generation iPad. And Google had just acquired a 22-month-old startup called Android Inc. Life was much sim-pler—and far less exciting.“Six years ago, publishers were busy pushing larger volumes of work to India in a bid to slash their production costs. The focus then was to move print con-tent production offshore, with some
Content Services in India 2012
The following articles are available online in conjunction with this print report:
PW Talks with Jan Barsnes of eBokNorden and Prograph
(on outsourcing to India and the state of the e-book industry in Scandinavia)
Vendor Selection 101
(featuring 12 crucial steps in selecting your vendor)Visit www.publishersweekly.com/ContentServices2012 for continuing coverage on the content services industry. New articles and q&as with vendors and publishers will be added every other week starting from April 23.
Online Coverage of the Content Services Industry