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Timo Boezeman explains piracy to publishers, with some to do and to do not

Timo Boezeman explains piracy to publishers, with some to do and to do not

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  • 1. inside piracyWhat we can learn from pirates
  • 2. Introduction Timo Boezeman Digital Publisher for Arbeiderspers|A.W. Bruna Publishers The largest Dutch commercial publisher Twitter @boezeman Blogs boekeman.blogspot.com (Dutch) futurebook.net/blogs/timo-boezeman (English)insidepiracy
  • 3. Who is the pirate?insidepiracy @boezeman for #ibt12
  • 4. Who is the pirate?insidepiracy @boezeman for #ibt12
  • 5. Who is the pirate?insidepiracy @boezeman for #ibt12
  • 6. Who is the pirate?insidepiracy @boezeman for #ibt12
  • 7. Who is the pirate? Technology adoption lifecycleinsidepiracy @boezeman for #ibt12
  • 8. Who is the pirate?insidepiracy @boezeman for #ibt12
  • 9. Who is the pirate?insidepiracy @boezeman for #ibt12
  • 10. What is piracy? Piracy ≠ theft Theft removes the original Piracy makes a copyinsidepiracy @boezeman for #ibt12
  • 11. “The losses due to piracy are far outweighed by the benefits of the free flow of information.” Tim O’Reillyinsidepiracy @boezeman for #ibt12
  • 12. But piracy is bad, right?! Of course it is!insidepiracy @boezeman for #ibt12
  • 13. So we should fight it! “We should hunt them down, shut them off and put them on trial!”insidepiracy @boezeman for #ibt12
  • 14. So we should fight it! “We should hunt them down, shut them off and put them on trial!” No.insidepiracy @boezeman for #ibt12
  • 15. Why do people pirate? Not because: - They see publishers as greedy grabbers - They hate copyright - They just don’t want to payinsidepiracy @boezeman for #ibt12
  • 16. Why do people pirate? But because of three reasons: - Large number of titles available - Low price - Ease of useinsidepiracy @boezeman for #ibt12
  • 17. What you shouldn’t do Don’t think in terms of: - Threats - Fears - Lawsuitsinsidepiracy @boezeman for #ibt12
  • 18. What you shouldn’t do So don’t go fighting piracy: - You can’t stop it - It will cost you time and money - It will hurt your imageinsidepiracy @boezeman for #ibt12
  • 19. What you shouldn’t do And also don’t think that: - Every download is a missed sale - Stop publishing e-books will stop piracy - People want everything for free - The world is still divided in territoriesinsidepiracy @boezeman for #ibt12
  • 20. How you should see it Piracy is a sign that the world has changed (digitized). That world is reality. It’s now! Fighting against that world is the dumbest thing you can do.insidepiracy @boezeman for #ibt12
  • 21. “My problem isnt piracy, its obscurity.” Cory Doctorow (blogger, journalist)insidepiracy @boezeman for #ibt12
  • 22. What you should do Think in terms of: - Opportunities - Advantages - Learning - Adaptationinsidepiracy @boezeman for #ibt12
  • 23. What you should doSee piracy as something you can learn from: - Complete title catalogue - In all desired file formats - Works on every device - Without DRM or other hassle - In logical bundlesinsidepiracy @boezeman for #ibt12
  • 24. What you should do So, rather: - Focus for 100% on your potential buyers - See it as sampling, people being interested - Take over control and spread it yourself - Launch your titles worldwide at the same time - See it as something you can learn frominsidepiracy @boezeman for #ibt12
  • 25. What you should do The best way to deal with piracy is three-fold: - Offer your titles in different editions/file formats (tastes) - Offer price variations from free to very expensive - Get rid of all the hassleinsidepiracy @boezeman for #ibt12
  • 26. “Pirating can act as an introduction to an artist’s work.” Paulo Coelho (Brazilian author)insidepiracy @boezeman for #ibt12
  • 27. Look at other industries What have they done wrong?insidepiracy @boezeman for #ibt12
  • 28. Look at other industries What have they done wrong? Don’t make those mistakes yourselfinsidepiracy @boezeman for #ibt12
  • 29. Look at other industries What have they done right?insidepiracy @boezeman for #ibt12
  • 30. Look at other industries What have they done right? Try to translate that to the book worldinsidepiracy @boezeman for #ibt12
  • 31. What did they do wrong? - Very slow reaction to a changing and digitizing world (where Napster and Kazaa where quick) - Limited title catalogue - Device-dependent files - DRM - High prices (to close to their physical equivalent) - Delayed launching in other territories - Lawsuits (i.e. Metallica vs. Napster)insidepiracy @boezeman for #ibt12
  • 32. What did they do right? - Come with a strong new business model (Spotify) - Complete title catalogue - Device-independent files - No more DRM or complete ecosystems (iTunes) - Better pricing (thanks to iTunes and Spotify)insidepiracy @boezeman for #ibt12
  • 33. How can we copy that?Almost everything can be copied to our world: - Enlarge the title catalogue for as far as you can - Make your files compatible with all devices - Leave out the DRM, or use social DRM/watermarking (which doesn’t annoy the consumer)- Look for a better pricing, which reflects the feeling you have with digital (and this doesn’t mean free) - Dare to experiment with new business models (freemium, streaming services like 24Symbols) - Dare to launch worldwide simultaneouslyinsidepiracy @boezeman for #ibt12
  • 34. Summed upDo Don’tThink in: opportunities, advantages Think in: threats, fears, lawsuitsand lessons learned Think that: piracy = missed salesFocus for 100% on potential buyers Think people want everything for freeSee piracy as sampling Fight piracyTake over control Be slowOffer a complete title catalogue Offer little titlesWhich works on every device Use DRMWithout any hassle Price highLearn from piracy Think in territoriesLaunch worldwide the same time Frustrate your customersExperiment with new business modelsinsidepiracy @boezeman for #ibt12
  • 35. “Why join the navy if you can be a pirate?” Steve Jobsinsidepiracy @boezeman for #ibt12
  • 36. Thank you! Any questions?insidepiracy @boezeman for #ibt12