Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Books Online, at Making Information Pay 2014, a track of IDPF's Digital Book 2014, at Book Expo America, on May 29, 2014
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Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Books Online, at Making Information Pay 2014, a track of IDPF's Digital Book 2014, at Book Expo America, on May 29, 2014

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Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Books Online, at Making Information Pay 2014, a track of IDPF's Digital Book 2014, ...

Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Books Online, at Making Information Pay 2014, a track of IDPF's Digital Book 2014, at Book Expo America, on May 29, 2014

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Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Books Online, at Making Information Pay 2014, a track of IDPF's Digital Book 2014, at Book Expo America, on May 29, 2014 Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Books Online, at Making Information Pay 2014, a track of IDPF's Digital Book 2014, at Book Expo America, on May 29, 2014 Presentation Transcript

  • Diversification, Discovery, and Data 13 Insights from 13 Years of Safari
  • 1. Not typical book buyers • More than 1M active users • More than 10,000 companies, including almost half of the Fortune 500 • Individuals usually reimbursed by employer (most popular plan is nearly $500/year) • Org buyer usually a manager, HR, Librarian, or CLO • Annual contracts
  • 2. Not typical book dollars Corporate Training is $70B US Market, $130B worldwide View slide
  • 3. Not typical book reading • Average user views about seven different titles per week • Around 20 minutes per week overall average • (That’s less than 3 minutes per title) • Aggregate data set can mask important underlying trends, requires constant analysis View slide
  • 4. Broad non-fiction interest
  • 5. Unbundling (and Super-bundling)
  • “I usually don’t find time to read an entire book at once. There is too much information. I would pay more for 1000 of the right words than for 10,000 words.” –Respondent in KPMG/Pearson survey 2012
  • “My people are bright but busy. They are visual learners and they want a lesson every 5 minutes. Won’t sit still for 350 pages.” –CTO Barclays Capital, Safari Customer
  • 1. INTERACTION DESIGN: beyond human- computer interaction, 3rd Edition (2011) 2. Lean Analytics 3. Clean Code: A Handbook of Agile Software Craftsmanship (2008) 4. Python Guide for the Total Beginner LiveLessons (Video Training) 5. JavaScript: The Good Parts (2008) Top Tech Titles by total page views - Recent Period
  • /library/view/Clean-Code:-A-Handbook-of-Agile-Software-Craftsmanship/9780136083238/ch01.htm /library/view/Cultivate-Conference-2013:-Complete-Video-Compilation/9781491946060/part03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/17-chapter10.htm /library/view/Lean-Analytics/9781449335687/ch03.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/00-cover.htm /library/view/HTML-&-CSS:-Design-and-Build-Websites/9781118206911/06_introduction.htm /library/view/Professional-Android-4-Application-Development,-3rd-Edition/9781118237229/9781118237229c01.xhtm /library/view/The+Minecraft+Guide+for+Parents/9780133521931/pref02.htm /library/view/The-Unofficial-LEGO-MINDSTORMS-NXT-2.0-Inventor's-Guide,-2nd-Edition/9781593272159/ch16.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/14-chapter07.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/18-chapter11.htm /library/view/iOS-Programming:-The-Big-Nerd-Ranch-Guide,-3rd-Edition/9780132978767/ch01.htm /library/view/JavaScript:-The-Good-Parts/9780596517748/ch01s02.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch04.htm /library/view/Python-Guide-for-the-Total-Beginner-LiveLessons-(Video-Training)/9780133359121/part03.htm Top sections viewed during same period
  • /library/view/Clean-Code:-A-Handbook-of-Agile-Software-Craftsmanship/9780136083238/ch01.htm /library/view/Cultivate-Conference-2013:-Complete-Video-Compilation/9781491946060/part03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/17-chapter10.htm /library/view/Lean-Analytics/9781449335687/ch03.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/00-cover.htm /library/view/HTML-&-CSS:-Design-and-Build-Websites/9781118206911/06_introduction.htm /library/view/Professional-Android-4-Application-Development,-3rd-Edition/9781118237229/9781118237229c01.xhtm /library/view/The+Minecraft+Guide+for+Parents/9780133521931/pref02.htm /library/view/The-Unofficial-LEGO-MINDSTORMS-NXT-2.0-Inventor's-Guide,-2nd-Edition/9781593272159/ch16.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/14-chapter07.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/18-chapter11.htm /library/view/iOS-Programming:-The-Big-Nerd-Ranch-Guide,-3rd-Edition/9780132978767/ch01.htm /library/view/JavaScript:-The-Good-Parts/9780596517748/ch01s02.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch04.htm /library/view/Python-Guide-for-the-Total-Beginner-LiveLessons-(Video-Training)/9780133359121/part03.htm
  • /library/view/Clean-Code:-A-Handbook-of-Agile-Software-Craftsmanship/9780136083238/ch01.htm /library/view/Cultivate-Conference-2013:-Complete-Video-Compilation/9781491946060/part03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/17-chapter10.htm /library/view/Lean-Analytics/9781449335687/ch03.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/00-cover.htm /library/view/HTML-&-CSS:-Design-and-Build-Websites/9781118206911/06_introduction.htm /library/view/Professional-Android-4-Application-Development,-3rd-Edition/9781118237229/9781118237229c01.xhtm /library/view/The+Minecraft+Guide+for+Parents/9780133521931/pref02.htm /library/view/The-Unofficial-LEGO-MINDSTORMS-NXT-2.0-Inventor's-Guide,-2nd-Edition/9781593272159/ch16.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/14-chapter07.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/18-chapter11.htm /library/view/iOS-Programming:-The-Big-Nerd-Ranch-Guide,-3rd-Edition/9780132978767/ch01.htm /library/view/JavaScript:-The-Good-Parts/9780596517748/ch01s02.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch04.htm /library/view/Python-Guide-for-the-Total-Beginner-LiveLessons-(Video-Training)/9780133359121/part03.htm
  • 6.The Long Tail is Long
  • 50% of usage is for titles published more than 2 years ago
  • Even “popular” searches are a tiny fraction of total Top 10,000 searches in a recent period
  • In the past 12 months, our top 500 enterprise accounts looked at some portion of 35,382 titles out of 35,721 (nearly every title we have!)
  • 7. Demand for non-fiction video content is exploding
  • And it’s happening fast • Video is less than 10% of available titles in Safari • Top title in April was video • 3 of top 5 • 6 of top 10 • 53% increase in video views in 2013 • Most customers use both book and video content
  • • 76% of people watch at least 25% of the video clip • 57% of people watch the whole video clip • Tablets are driving video usage and engagement
  • Average Seconds Per View All Tablet 314.617721 All Desktop 249.245236 All Mobile 217.673926
  • 8. Google loves great content, and books are great content
  • Millions of visits a month from organic search that returns content previews from books in Safari
  • 9. But we need books with better markup
  • 10. Demand is global
  • Snapshot of visitors by country for a recent period
  • First Choice Second Choice Third Choice Australia Business Management Analytics Brazil Java Android Databases China Big Data Cloud Databases UK Business Management Analytics US Business Databases Programming India Databases .NET Management Malaysia Business Management Analytics Topic selection and interest varies by country of origin
  • 11. Web reading generates great demographic data
  • Average titles accessed by email address domain gmail.com hotmail.com yahoo.com aol.com
  • 12. Web tools work really well for book content
  • 13. But prepare for Web-speed feedback loops
  • Questions to Ask about Subscription services • Diversification: Does this partner help me reach new markets and create truly new revenue streams? • Discovery: Does this partner provide ways to surface my content in new ways that go beyond standard retail-style search and browse? • Data: Does this partner share meaningful data back to me (and do I know what to do with it)?
  • Thank you • http://safaribooks.com • http://safariflow.com (Free 30-day trial) • @safari • @andrewsavikas