Dan Poynter - Mark Coker Presentation: Print Books to Ebooks

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    Dan Poynter - Mark Coker Presentation: Print Books to Ebooks - Presentation Transcript

    1. pBooks to eBooks Creating Digital Reading © 2009 Dan Poynter Mark Coker Dan Poynter’s
    2. 66 lbs & 26” of Shelf Space 30 kg & 66 cm S: Someone printed out the whole thing?
    3. Congratulations on
      • Attending the Publishing University
      • Deciding to wring more value out of your work.
        • pBooks to eBooks
       
    4. Poll
      • How many have a
        • Kindle?
        • Sony Reader?
        • iPhone?
        • PocketPC?
        • Other reader?
      • How many publish eBooks?
      Still write letters and buy stamps?
    5. Chapter Fourteen Provide a Choice of Format 9 editions of the same Work
    6. My History
      • Selling downloadable documents since 1996
      • Speaking on eBook since early 1990s
      • Reader of eBooks
      • eBook author, publisher & reader
    7. pBook Must Come First
      • For credibility
      • For promotion
        • Reviews
        • To opinion molders
      S: Cape Town
    8. Who Reads eBooks?
      • People on the move
        • Portable
        • Less weight & volume
        • Think outside the (paper) book
      My travels
    9. Why eBooks?
      • Less expensive
        • No typesetting
        • No printing
        • No inventory
        • No wrapping
        • No physical shipping
      • Quicker to market
        • Speed of light
      S: Spm-2 editions
    10. Think Globally
      • The World is your potential market
        • We are selling information—not hard goods
        • Distribute via the Internet
          • No cost to ship
          • No import duty
          • No sales taxes
          • Instant delivery
    11. 50,000 Reading Devices
      • Amazon Kindle books to iPhone.
        • 500,000 Kindles. 38 million iPhones and iPOD Touches.
      • More hardware is coming. Kindle DX, Apple reader, Plastic Logic eReader, FirstPaper,
      • Some reading devices are large enough to replace newspapers and magazines.
    12. Content
      • Amazon Kindle books to iPhone.
        • 275,000 current eBook titles
      • B&N and Fictionwise
        • Lots of current titles. Great site.
      • Sony and Google
        • Out-of-print books
        • Available to iPhone
        • Must give people what they want to read
    13. Who is Taking a Piece of the Action? Buyer Discount Nets Publisher Retains Nets Cutting out the gatekeepers in the middle Based on Book’s List Price: $19.95 Publisher 45% ($8.98) Publisher 34% ($6.78) Publisher 60% ($11.97) Reader 0% ($19.95) Publisher 100% ($19.95) Bookstore 40% ($7.98) Wholesaler* 55% ($10.97) Distributor* 66% ($13.17)
    14. How are eBooks Selling?
    15. Digital Rights Management What Needs Protection?
      • Entertainment Information
      • Music Fiction Nonfiction
      • Appeals to many Appeals to some Appeals to few
      • Used repeatedly Used Once Kept as reference
      • Often shared Occasionally shared Rarely shared
      • Not revised Not revised Revisable
      • Multitask Single task Single task
      • Protection schemes penalize paying customers. Weigh the value.
      • Amazon.com provides a locking device
    16. Pricing Your Book
      • Pricing pBooks
        • Top-down: Additional method.
          • What will the traffic bear?
        • Bottom-up: Traditional method.
          • 8x printing and trucking costs
      • (After your initial 500 books)
      • Pricing eBooks
        • Top-down only ($4-$8)
          • No investment in printing, etc.
    17. eBook Readers Amazon Kindle Sony Reader
    18. Read Books on Your iPhone
      • See the video demo at http://www.fictionwise.com/help/iphonefaq.htm
    19. eBook Reader: Pocket PC
      • Stores 10,000+ books
      • Text is one Newspaper-Column Wide
        • Type size is adjustable
      • Address book
      • Calendar
        • Synchronizes with PC
      • Backlighted
      • Wireless
      • WiFi & Skype
      • Stores 3 audiobooks
      • Google Maps and GPS Navigator
    20. 1. Write Your Book
      • MS-Word
    21. 2. Convert to Various eBook Formats
      • Smashwords.com
        • (Actually a Publishing Platform & Online Store)
      • PubDimensions.com
      • DetailsPlease.com/eBook
      • eChapterOne.com
      • codeMantra.com
      • eBookApp.com
      • IngramDigital.com
      • ScrollMotion.com
      • Shortcovers.com
      N: More converters
    22. More Converters
      • Amazon.com
      • ElectronicAndDatabasePub.com
      • ReadHowYouWant.com
      • Texterity.com
    23. DIY Conversion Programs
      • DropBook
      • Blackman’s eBook Converter
      • FeedBooks.com
      • eReader.com
      • Stanza.lexcycle.com
      • Adobe InDesign
      • Calibre
      • BookGlutton.com
    24. 3. Submit
      • Smashwords.com
      • LightningSource.com
      • Amazon.com
      • B&N.com
        • Fictionwise.com
      • BookLocker.com (PDF only)
    25. 4. Sell
      • Downloading from your own site is not recommended
        • They handle the order processing
        • Dealers have more customers/traffic
        • Customer Service expenses
    26. Unique ISBN for Each “Edition” Get a Block of 100 ISBNs http://www.ISBN.org
    27. Introducing Mark Coker
    28. Books are precious
      • Receptacles for capturing, sharing and immortalizing
        • knowledge
        • culture
      • Promote cross-cultural understanding and knowledge sharing
      • We must save books
    29. Are books endangered?
      • Print books are too expensive
      • Books face increased competition from alternative media
      • Overall book industry sales in decline
      • Many publishers struggling to survive
      • Many talented book trade professionals out of work
        • Risk losing bookmaking brain trust?
    30. Will Ebooks Replace Print Books?
    31. eBooks will save publishing Image credit: movie poster for “Smiley Face,” directed by Gregg Araki http://www.imdb.com/video/imdb/vi565313817/
    32. Ebooks are similar to print books and stone tablets
      • Each offers lovingly prepared packaged units of words
      • Each delivers words on a substrate medium
      • Each represents a different way to enjoy a book
    33. eBooks failed in the late 1990s, left for dead
      • Paper reading vastly superior to screen reading
      • Overpriced
      • DRM=confusion, frustration
      • Limited selection
      • … yet the demise of ebooks was greatly exaggerated
    34. Wholesale Ebook Revenues Surpass $100 million Data: AAP http://www.publishers.org/documents/S12008Final.pdf 58% compound annual growth for 6 years vs. 1.6% all books
    35. Annual growth rates, p- & e- Data: AAP http://www.publishers.org/documents/S12008Final.pdf
    36. Monthly growth, y-o-y eBook vs. overall market Data: AAP http://www.publishers.org/
    37. Do eBooks Really Matter? $113,220,000 (ebooks)  $24,225,025,000 (all books) = 0.467% AAP sales data 2008
    38. Do eBooks Really Matter? = 0.6% Source: 2008 Bowker PubTrack Consumer survey of book-buying behavior
    39. Yes eBooks Matter! Q1 2009 = 2.4% Up from 0.6% for all of 2008 Source: Bowker's PubTrack Consumer survey of book-buying behavior
    40. Stats understate results of early ebook participants
      • Build it and they will come
        • For books available in both e- & p-, in Feb ‘09 Amazon reported that 10% of sales were ebooks
    41. Amazon May 2009: eBooks 35% of pBooks Source: http://www.businessinsider.com/henry-blodget-kindle-sales-now-a-shocking-35-of-book-sales-when-kindle-version-available-2009-5
    42. Why ebooks are hot
      • Screen reading (almost) rivals paper
      • Amazon + Oprah
      • iPhone (Stanza 1.8 million users)
      • Free books are gateway drug
      • Greater content selection
      • Prices coming down
      • Digital shelves appearing everywhere
      • Impulse buying
      • Early adopters new evangelists
      • DRM on its way out?
    43. Why eBooks will become more popular than paper
      • Ebooks will offer superior reading experience
        • Screens will become better than paper
        • Changeable font size
        • Portable & compact
        • Library in the cloud
      • eBooks as hubs and spokes within richer, more immersive experiences
      • Huge selection
      • Ebooks are cheap
    44. eBook opportunity for publishers
      • Publishers become more important
        • curators of content
      • Digital opens worldwide market
      • Lower cost = higher per-unit margin
        • lower cost = larger available market
        • No inventory
        • No product returns
        • No shipping
      • Digital enables serendipitous discovery
        • Digital shelves everywhere
        • instant sampling
        • impulse purchases
      • Supply chain disintermediation
    45. How eBooks will impact book supply chain for publishers printer P-publisher Shipper/w/d customer bookseller E-publisher customer ebookseller E-publisher customer ebookseller E-distributor E-publisher customer E-publisher affiliate ebookseller E-distributor customer
    46. Winners and losers in new ebook supply chain
      • Winners
        • Publishers and authors!
        • Ebook distributors/e-retailers/digital shelf owners/tool makers
        • Readers!
        • Ebook reading device makers
      • Losers
        • Tree growers, tree pulpers, ink/glue/printing press makers, printers, warehousers, truckers, oil producers, box makers, remainderers,
        • slow-to-adapt print publishers, print bookstores
    47. Amazon eats lunch of big box bookstores 10 year percentage change in stock price, Amazon, B&N, Borders
    48. How the market values Borders, B&N, Amazon
      • Market caps
        • Borders: $130 million
        • Barnes & Nobel: $1.2 billion
        • Amazon: $32 billion
          • AMZN 246X more valuable than Borders, 26X more valuable than B&N
      • P/S ratios
        • Borders: .04
        • Barnes & Nobel: .24
        • Amazon: 1.62
          • Every AMZN sales dollar 40x more valuable than Borders, 7X more valuable than B&N
    49. Amazon positioned to control ebook market
      • Power over publishers
        • Devicemaker - Kindle
        • Mobile ebooks - Acquired Lexcycle (Stanza)
        • Amazon as publisher - Amazon Encore/Digital Text Platform/Booksurge/CreateSpace
        • Amazon as community provider - Amazon.com, Shelfari acquisition
        • Amazon audio books - Audible acquisition
        • Amazon as after-market aggregator - acquired Abebooks
        • Big squeeze - eliminated Kindle books from affiliate program
        • Proprietary lock in - Requires their DRM
    50. Survival strategy for independent publishers
      • Work with Amazon
      • Develop alternative channels
      • Build closer relationship with customers
        • direct customers to publisher-friendly e-retailers
        • offer incentives for customers to form relationship with you
          • coupons for registration data
          • exclusive sneak peeks, author events
      • Learn to think like a software company
    51. Publishers in the software business now
      • eBooks = software
        • selling digital bits
          • low cost duplication
          • no shipping costs
          • no after market
          • high profit margins
          • different ways to market, price and sell content
        • dealing with piracy
        • Multi-format is essential (see next slide)
    52. Why Multi-Format Matters
    53. How to do eBooks right
      • New thinking required
        • ebooks consumed differently than print books
        • liberate text from complex formatting and layout
          • don’t try to make e- look like p-
      • Straight form narrative works best
        • picture books, complex layout, more challenging
      • Use DRM-free as competitive advantage
        • lead the change, don’t be victimized by it
      • Explore new options for pricing, marketing and selling
    54. Ebook pricing
      • Rethink fixation on list price and “revenues”
        • Profit matters more
      • Simple economics
        • High price = limited market
        • Lower price = larger market
      • Ebooks enable lower prices, higher per-unit profits, larger available markets
    55. The power (and danger) of FREE
      • FREE as a strategy for sampling, seeding and audience building
        • Eliminates friction
        • Gets buyers closer to your product and brand
        • Conversion opportunities
        • Builds goodwill
      • But don’t go overboard!
    56. Ebook marketing models
      • Go viral with social media marketing
        • community reviews (Librarything, Goodreads)
        • social networks (Twitter, Facebook, LinkedIn)
        • blogs
        • give customers tools to do your marketing for you
          • widgets (shareable, interactive ads)
          • coupons
          • sample sharing
    57. Ebook sampling
      • Sampling, seeding, audience building
        • percentage sampling
          • via online readers
          • via file downloads
          • make samples shareable
        • free books
    58. Ebooks selling models
      • Multiple selling models possible
          • a la carte
          • buffet
          • hors d'oeuvres
          • subscription
          • Radiohead - pay what you want
          • shareware - pay on the honor system
          • free?
    59. Final words
      • Develop and implement an ebook strategy now
        • late movers face permanent disadvantage
        • experiment
          • launch quick, iterate frequently
        • rethink pricing
      • Physical shelves disappearing
        • leverage community to build digital shelves everywhere
      • Diversify distribution
      • Get closer to your customer
    60. Questions
      • “ Electronic books are not going anywhere—they are already here."
      4 Is there anything we can clarify for you? Where to find Mark Coker: Web: www.smashwords.com Blog: blog.smashwords.com Twitter: @markcoker Email: [email_address] Where to find Dan Poynter: Web: www.parapub.com Sign up for the FREE Publishing Poynters ezine Twitter: @danpoynter Email: [email_address]
    61. Coming Attractions
      • Luncheon Keynote. 12:00 – 2:00 P.M. Today
        • Give the E-Readers What They Want—Content Delivery in a Digital Future
        • Presented by
        • Mark Coker, Smashwords
        • Neelan Choksi, Lexcycle
        • Daniel Albohn, Sony
        • Tricia Roth, ReadHowYouWant
      0
    62. THE END

    + Mark CokerMark Coker, 5 months ago

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