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 ...

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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  • 1. The Global Ebook Market: Developments, Trends, Strategies Michael Bhaskar, Profile Books, 04.2013
  • 2. First, some background...
  • 3. And some context
  • 4. But ebooks ≠ disruption
  • 5. UK Publishing
  • 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. 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. 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. The most important thing has been building robust digital workflows: process, conversion, metadata, distribution, team
  • 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. Australia • High prices, difficulties of distribution mean big ebook traction in Australia • Good balance between Kindle, iBooks and Kobo
  • 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. Trend 1: Platform dominance
  • 14. Trend 2: Pricing changes
  • 15. Agency Retail
  • 16. Trend 3: Apps that Work
  • 17. INNOVATION We have to rethink everything. The product, the business model the marketing the process
  • 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. Marketing becomes content
  • 20. Content becomes marketing
  • 21. Trend 5. DRM and licencing
  • 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. Content is changing. Producers are changing. Markets are changing. Marketing is changing. Business is changing. Readers are changing. WHAT IS CHANGING?
  • 24. But this
  • 25. Not this
  • 26. But with some of these on the way...
  • 27. Michael Bhaskar michael.bhaskar@profilebooks.com Digital Publishing Director @ajaxlogos