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 Ze...
 
“ 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.
 
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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 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,
  • Transcript of "Insights from an eBookseller: Pricing, DRM, self-publishing, enhanced ebooks, and more"

    1. 4. 15 minutes
    2. 5. “… pricing
    3. 6. DRM,
    4. 7. self-publishing,
    5. 8. enhanced ebooks,
    6. 9. … and more.”
    7. 10. About Kobo
    8. 11. Top 5 ebook retailer 2.3 million titles 4.8 million customers Kobo eReader Touch iPad, iPhone, Android, Blackberry
    9. 12. eBooks to 200 countries Acquiring content in 25 countries Merchandising in 9 countries ( US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain)
    10. 14. “ What are a few things that would be helpful to know if you were not a big publisher?”
    11. 15. author
    12. 16. agent
    13. 17. independent publisher
    14. 19. the challenge:
    15. 20. Not distribution
    16. 21. Not “shelf space”
    17. 22. Not piracy
    18. 23. awareness
    19. 24. discovery
    20. 25. Can people find my ebooks?
    21. 26. Do they know what they’re looking for?
    22. 27. How badly do they want them?
    23. 28. Self-Publishing
    24. 29. 5-7% of unit sales
    25. 30. As big as: McGraw Hill or Wiley
    26. 31. now big business
    27. 32. expand the definition of “publisher”
    28. 33. don’t think of themselves as “self-publishers”
    29. 34. think of themselves as “publishers”
    30. 35. So do we.
    31. 36. Greatest source of innovation on pricing, direct marketing
    32. 37. Highly motivated
    33. 38. 70% royalty helps…
    34. 39. Pricing
    35. 40. Three battlegrounds in pricing
    36. 41. $9.99 to $14.99 What is the ebook price for new bestsellers?
    37. 42. $4.99 to $9.99 What should second-format trade titles and original paperbacks cost?
    38. 43. $0.99 to $3.99 What is the opening price for low awareness titles?
    39. 44. The most interesting
    40. 45. Awareness & discovery
    41. 46. What will people pay for a book/author they have never heard of before?
    42. 47. What is the value of high risk ebooks?
    43. 48. $0.99 $2.99 $2.99
    44. 49. $2.99 $2.99 $0.99
    45. 50. $2.99 $2.99 $0.99
    46. 51. DRM
    47. 52. Most publishers require DRM
    48. 53. 99.999% of our books sell with DRM
    49. 54. Maybe 20% need DRM.
    50. 55. Top pirated DVDs: looks like a Netflix bestseller chart
    51. 56. Top pirated ebooks: looks like a socially awkward 18 year old’s bedroom floor, not the NYT Bestseller List.
    52. 57. “ If your print book is regularly shoplifted from 7-11, you should worry about piracy.” – Michael Tamblyn
    53. 58. Awareness & discovery
    54. 59. “ Obscurity is a far greater threat to artists and creative artists than piracy.” – Tim O’Reilly
    55. 60. If you thought your titles were hard to find in legitimate ebook retailers, how about this?
    56. 61. Most consumers don’t care about DRM.
    57. 62. Enhanced & Illustrated
    58. 63. Most enhanced ebooks don’t move the needle.
    59. 64. No one is purposefully writing enhanced ebooks… …yet.
    60. 65. Why illustrated?
    61. 66. iPads now Tablets coming
    62. 67. >25% of print book purchasing is illustrated
    63. 69. metadata
    64. 72. descriptions “about the author” links from you to us
    65. 73. In an algorithm-based world, you are the author, publisher, and bookseller.

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