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Insights from an eBookseller: Pricing, DRM, self-publishing, enhanced ebooks, and more
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Insights from an eBookseller: Pricing, DRM, self-publishing, enhanced ebooks, and more

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Michael Tamblyn of Kobo has built a reputation as a great presenter at digital events partly because of his willingness to share information and insight that most other retailers will not. In this ...

Michael Tamblyn of Kobo has built a reputation as a great presenter at digital events partly because of his willingness to share information and insight that most other retailers will not. In this session, he will tackle some of the knottier questions that ebook publishers face in a session that will give eBooks for Everyone Else attendees real insight into maximizing their sales and delivering the right ebook package for their audience.

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  • We have 15 minutes together, which is not very long in the grand scheme of things. And we have a lot to talk about. I was given very detailed instructions by Mr. Shatzkin. I’ve been asked to talk about (#)
  • All of those are small, easy subjects, so I figure we’ll take 10 minutes for those, and leave 5 minutes for a few questions at the end.
  • All of those are small, easy subjects, so I figure we’ll take 10 minutes for those, and leave 5 minutes for a few questions at the end.
  • All of those are small, easy subjects, so I figure we’ll take 10 minutes for those, and leave 5 minutes for a few questions at the end.
  • All of those are small, easy subjects, so I figure we’ll take 10 minutes for those, and leave 5 minutes for a few questions at the end.
  • To figure out what to do with this 10 minutes, I took this approach:
  • What would you need to know if you were (#)
  • And what’s interesting about so many of these is that the answers to most of them are rooted in these ideas:
  • And I make a distinction between the two that is very important here today. Awareness is “do I know about your book enough to want it.” Discovery is “When I am looking for something, does your book show up?”
  • And with that in mind, let’s get started.
  • What would you need to know if you were (#)
  • And with that in mind, let’s get started.
  • And with that in mind, let’s get started.
  • And with that in mind, let’s get started.
  • What would you need to know if you were (#)
  • JA Konrath
  • Amanda Hocking And a ton more besides.
  • Amanda Hocking And a ton more besides.
  • What would you need to know if you were (#)
  • spinning racks, grocery stores
  • Not to say that they shouldn’t. But they don’t. If the experience is seamless, if books transfer to devices easily, if they don’t feel major constraints in how they buy,
  • What would you need to know if you were (#)
  • Not to say that they shouldn’t. But they don’t. If the experience is seamless, if books transfer to devices easily, if they don’t feel major constraints in how they buy,
  • Not to say that they shouldn’t. But they don’t. If the experience is seamless, if books transfer to devices easily, if they don’t feel major constraints in how they buy,
  • Not to say that they shouldn’t. But they don’t. If the experience is seamless, if books transfer to devices easily, if they don’t feel major constraints in how they buy,
  • Not to say that they shouldn’t. But they don’t. If the experience is seamless, if books transfer to devices easily, if they don’t feel major constraints in how they buy,
  • Not to say that they shouldn’t. But they don’t. If the experience is seamless, if books transfer to devices easily, if they don’t feel major constraints in how they buy,

Insights from an eBookseller: Pricing, DRM, self-publishing, enhanced ebooks, and more Insights from an eBookseller: Pricing, DRM, self-publishing, enhanced ebooks, and more Presentation Transcript

  •  
  •  
  •  
  • 15 minutes
  • “… pricing
  • DRM,
  • self-publishing,
  • enhanced ebooks,
  • … and more.”
  • About Kobo
  • Top 5 ebook retailer 2.3 million titles 4.8 million customers Kobo eReader Touch iPad, iPhone, Android, Blackberry
  • eBooks to 200 countries Acquiring content in 25 countries Merchandising in 9 countries ( US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain)
  •  
  • “ What are a few things that would be helpful to know if you were not a big publisher?”
  • author
  • agent
  • independent publisher
  •  
  • the challenge:
  • Not distribution
  • Not “shelf space”
  • Not piracy
  • awareness
  • discovery
  • Can people find my ebooks?
  • Do they know what they’re looking for?
  • How badly do they want them?
  • Self-Publishing
  • 5-7% of unit sales
  • As big as: McGraw Hill or Wiley
  • now big business
  • expand the definition of “publisher”
  • don’t think of themselves as “self-publishers”
  • think of themselves as “publishers”
  • So do we.
  • Greatest source of innovation on pricing, direct marketing
  • Highly motivated
  • 70% royalty helps…
  • Pricing
  • Three battlegrounds in pricing
  • $9.99 to $14.99 What is the ebook price for new bestsellers?
  • $4.99 to $9.99 What should second-format trade titles and original paperbacks cost?
  • $0.99 to $3.99 What is the opening price for low awareness titles?
  • The most interesting
  • Awareness & discovery
  • What will people pay for a book/author they have never heard of before?
  • What is the value of high risk ebooks?
  • $0.99 $2.99 $2.99
  • $2.99 $2.99 $0.99
  • $2.99 $2.99 $0.99
  • DRM
  • Most publishers require DRM
  • 99.999% of our books sell with DRM
  • Maybe 20% need DRM.
  • Top pirated DVDs: looks like a Netflix bestseller chart
  • Top pirated ebooks: looks like a socially awkward 18 year old’s bedroom floor, not the NYT Bestseller List.
  • “ If your print book is regularly shoplifted from 7-11, you should worry about piracy.” – Michael Tamblyn
  • Awareness & discovery
  • “ Obscurity is a far greater threat to artists and creative artists than piracy.” – Tim O’Reilly
  • If you thought your titles were hard to find in legitimate ebook retailers, how about this?
  • Most consumers don’t care about DRM.
  • Enhanced & Illustrated
  • Most enhanced ebooks don’t move the needle.
  • No one is purposefully writing enhanced ebooks… …yet.
  • Why illustrated?
  • iPads now Tablets coming
  • >25% of print book purchasing is illustrated
  •  
  • metadata
  •  
  •  
  • descriptions “about the author” links from you to us
  • In an algorithm-based world, you are the author, publisher, and bookseller.
  •