08. FuTuRE commITmEnTS And chAllEnGES AnuAl REPoRT 2011 To increase the competitiveness of the Group, the human Resources management model is set to change dramatically. A global services center will be set up that will unify all necessary policies, methodologies and tools to facilitate and streamline the work of labor management of all PRISA companies. This reform, based on technology and communication, will be accompanied by profound internal changes that will provide new job and training opportunities for all employees. In the digital domain, the main objectives for 2011 are to reach six million registered users, increase the Group’s digital revenues by over 50% compared to 2010, and globalization, expansion and growth of the Group’s digital operations, with a focus on Spanish and Portuguese-speaking countries. In education, our projects will be organized in two main areas: education and the domestic market. In the area of general-interest publishing, Santillana will work on making available for users an attractive and complete product catalog, and on establishing the mechanisms for marketing and direct contact with customers. The key challenges are: the definition of new products that combine print and digital media, the establishment of pricing models, the consolidation of its digital catalog, and embracing new kinds of content, especially in children’s and youth markets. As for social action, we firmly believe that contributing to education is the most effective way to build societies that are free, fair and compassionate. Santillana is committed in 2011 to continue working with social initiatives in the world of education such as teacher training, scholarships, providing books for underprivileged children, sponsoring conferences and contests, and co-publishing materials, among others. Santillana Innovation and new technologies will be the primary objectives of Santillana in 2011. The production and distribution of personalized content, printed on demand at low or zero logistic and storage costs, will also form part of the strategy of this business unit. This will require the adoption of the latest print-on-demand technological advances designed. PRISA News El País, As and cinco dias have made a clear and firm commitment to the digital world by investing heavily in human and technical capital. We have fostered a more effective integration between print and online newspapers to bring us closer to the reader, and his or her needs and concerns. In financial terms, the healthy finances enjoyed by PRISA news compared to the difficulties facing competitors is one of the factors that safeguard the independence and ensure the future of our brands. PRISA Radio In 2011, PRISA Radio will continue to support institutions that seek to improve the quality of services offered to disadvantaged people. In addition, this business unit will promote the creation of new projects designed to foster corporate social responsibility in all those regions where we operate, taking full advantage of the power generated by our brands and products. other socially responsible initiatives will be maintained and consolidated such as the Principales’10 Awards, 114