The Global Ebook Market:
Developments, Trends, Strategies
Michael Bhaskar, Profile Books,
04.2013
First, some
background...
And some context
But ebooks ≠ disruption
UK Publishing
Headline figures
• Total sales: £3.2bn
• Digital sales: £243m in
11/12 and growing
• Home physical sales:
£1.7bn (down 5%)...
Digital specific
• Second to the US in terms
of adoption of ereaders
• For trade publishers
ebook revenue accounts
for cir...
Key features
• Fiction is the dominant format for ebook sales
• Many fiction titles published in the UK sell more as
ebook...
The most important thing has
been building robust digital
workflows: process, conversion,
metadata, distribution, team
Europe
• Germany most digitally reading nation in
Continental Europe – but still under 5%
• France, Italy and Spain also h...
Australia
• High prices, difficulties of distribution mean
big ebook traction in Australia
• Good balance between Kindle, ...
USA
• By far the largest digital market – multibillion
dollar ebook industry
• For many publishers accounts for 25% of tot...
Trend 1: Platform dominance
Trend 2: Pricing changes
Agency
Retail
Trend 3: Apps that Work
INNOVATION

We have to rethink everything.
The product, the business model the
marketing the process
Trend 4: Paracontent
“Spreadable media is media which
travels across media platforms at
least in part because the people t...
Marketing becomes content
Content becomes marketing
Trend 5. DRM and licencing
Lots of questions – about copyright, piracy, disintermediation and
the ability to create value in new contexts
Open access...
Content is changing. Producers are changing. Markets are changing.
Marketing is changing. Business is changing. Readers ar...
But
this
Not
this
But with some of these on the way...
Michael Bhaskar
michael.bhaskar@profilebooks.com

Digital Publishing Director
@ajaxlogos
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
The Global Ebook Market: Developments, Trends, Strategies
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The Global Ebook Market: Developments, Trends, Strategies

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A comprehensive presentation on the state of the global ebook market from the author of The Content Machine. From major trends like successful apps and pricing experiments, to the scale of markets as different as the USA and China, this presentation to a group of senior Malaysian publishing executives puts ebooks and digital publishing in context.

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The Global Ebook Market: Developments, Trends, Strategies

  1. 1. The Global Ebook Market: Developments, Trends, Strategies Michael Bhaskar, Profile Books, 04.2013
  2. 2. First, some background...
  3. 3. And some context
  4. 4. But ebooks ≠ disruption
  5. 5. UK Publishing
  6. 6. Headline figures • Total sales: £3.2bn • Digital sales: £243m in 11/12 and growing • Home physical sales: £1.7bn (down 5%) • Export physical sales: £1.2bn (down 3%) • Receipts from rights and coeditions: £137m
  7. 7. Digital specific • Second to the US in terms of adoption of ereaders • For trade publishers ebook revenue accounts for circa 15% of the total – and still growing, albeit more slowly than last year • The Amazon Kindle system is absolutely dominant – probably has 85-90% of the market
  8. 8. Key features • Fiction is the dominant format for ebook sales • Many fiction titles published in the UK sell more as ebook than print book; BUT what sells in ebook, sells in print • Non-fiction remains at around the 10% market • Children’s books are unpredictable • Tablets are overtaking ereaders • December, January, February biggest months but summer holiday reading always big • Devices are cheap (£60-100), popular for presents
  9. 9. The most important thing has been building robust digital workflows: process, conversion, metadata, distribution, team
  10. 10. Europe • Germany most digitally reading nation in Continental Europe – but still under 5% • France, Italy and Spain also have localised Kindle stores but growth is slow (still only 2% of total turnover is digital) • Much of Europe has fixed book prices which holds back ereading; cultural resistance • Some attempts at local ebookstores e.g. FNAC • Spanish and German pubs have grouped together
  11. 11. Australia • High prices, difficulties of distribution mean big ebook traction in Australia • Good balance between Kindle, iBooks and Kobo
  12. 12. USA • By far the largest digital market – multibillion dollar ebook industry • For many publishers accounts for 25% of total turnover: including the Big Six • Kindle and the Barnes & Noble Nook (bricks and mortar strategy) biggest players • Similar download profile to UK • Ready finance and investment • Strong ecosystem of publishing, technology and investment creates virtuous circle
  13. 13. Trend 1: Platform dominance
  14. 14. Trend 2: Pricing changes
  15. 15. Agency Retail
  16. 16. Trend 3: Apps that Work
  17. 17. INNOVATION We have to rethink everything. The product, the business model the marketing the process
  18. 18. Trend 4: Paracontent “Spreadable media is media which travels across media platforms at least in part because the people take it in their own hands and share it with their social networks.” Henry Jenkins
  19. 19. Marketing becomes content
  20. 20. Content becomes marketing
  21. 21. Trend 5. DRM and licencing
  22. 22. Lots of questions – about copyright, piracy, disintermediation and the ability to create value in new contexts Open access – a new model for publishing?
  23. 23. Content is changing. Producers are changing. Markets are changing. Marketing is changing. Business is changing. Readers are changing. WHAT IS CHANGING?
  24. 24. But this
  25. 25. Not this
  26. 26. But with some of these on the way...
  27. 27. Michael Bhaskar michael.bhaskar@profilebooks.com Digital Publishing Director @ajaxlogos
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