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Death, taxes and change.  The human certainties.  Change is constant.  Who could possibly argue with this, especially now?  So much is changing:  technology, business models, advertising, communication, housing prices, dietary restrictions, airline fees, the accelerator in my Toyota…I'll stop here.  It is indisputable that change in our industry is occurring.  But where the change will take us is probably at the forefront of every CEO's mind. 

Is it just me, or is there a new buzzword out just about every week now?  It wasn't that long ago that I hadn't heard of "monetizing" or "cloud computing" or "chatter."  I find myself using Wikipedia more than ever before as our engineers casually mention a new acronym each time we meet.  More and more information is being thrown at us every day.  If you're like me, you have electronic newsletters that show up in your inbox faster than you can read them.  I find myself skimming more and reading less.  Then there is the sheer quantity of emails that we receive, especially from all those marvelous memberships that we get to Best Buy, Borders and other retailers. 

I am deeply appreciative to the writers of spam filtering software.  Without it, we'd accomplish very little as we'd be fishing through hundreds or thousands of emails trying to find the relevant ones.

Where am I going with all this?  To this:  we are experiencing more and more information overload.  As more information is available and easily searchable, we need to be able to sift through it more and more effectively.  As consumers of information will want to purchase smaller and more targeted "chunks" of information to suit their very specific needs, the amount of stuff available to be purchased will skyrocket.  Why do I say this?  Because for some years now, many clients of ours have talked of wanting to be able to sell their customers a chapter of a book, or a chart on the 3rd page of an article, or a table of contents, or an abstract.  When this happens, a publisher's "inventory" of products grows exponentially. 

Combine this with the ability to package such granular products together with other things like conference attendance, membership dues, and subscriptions, and it starts to get very interesting for the consumer yet very complex for the publisher.  You'll have to be able to handle micro payments.  You'll have to be able to deliver the electronic content as the reader wants it – on their PC, their iPad or in a print-on-demand book. 

ACS is ready, willing and able to partner with you to do all of this.  We can help you transform your business.  We have the tools developed to get you from where you are now to where you want to be.  I would love to hear from you regarding what changes you have in store—or just in mind-- so we can enable that transformation.  Call or contact me and we'll talk about it.

Dan Heffernan

dheff@advantagecs.com

(734)327-3600 ext. 441



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