Pub West So Many Devices, So Little Time


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  • Graphics need help!!
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  • This slide addresses the multitude of players in the value chain right now The red arrows depict the vast array of channel options and strategies Emphasize that this is doing nothing but picking up momentum (bullet points) The Publisher goal would be either getting 1) closer to the reader OR 2) (create a subtle sense for the prospect of overwhelm and mayhem)
  • Pub West So Many Devices, So Little Time

    1. 2. So Many Devices, So Little Time <ul><li>PubWest09 Conference </li></ul><ul><li>November 12, 2009 </li></ul><ul><li> </li></ul>
    2. 3. Authors, once a select minority, will soon be a majority Thursday, November 12, 2009 <ul><li>Since 1400, book authorship has grown nearly tenfold in each century. </li></ul><ul><li>Currently, authorship, including books and new media, is growing nearly tenfold each year -- that’s 100 times faster </li></ul>Source: Denis G. Pelli NYU & Charles Bigelow RIT
    3. 4. Challenges and Opportunities for Publishers <ul><li>DIGITAL IS CHANGING HOW WE WRITE, PUBLISH, MARKET, SELL, CONTROL – AND READ </li></ul>Thursday, November 12, 2009 <ul><li>Total industry growth slowed to 1% in 2008 </li></ul><ul><ul><li>unit sales declined 1% </li></ul></ul><ul><ul><li>flat growth forecasted thru 2011 </li></ul></ul><ul><li>Print on demand publishing enjoying triple digit growth </li></ul><ul><li>US consumers purchased$5.1 billion books online in 2008 </li></ul><ul><ul><li>Readers embracing social, mobile and eCommerce </li></ul></ul><ul><ul><li>Marketing opportunities continue to expand </li></ul></ul><ul><ul><li>Digital content fastest growing segment </li></ul></ul>PRINT DIGITAL
    4. 5. <ul><li>Digital Content Forecast to grow to $2B by 2013 </li></ul><ul><li>‘ 09 sales of content devices: $2B (more than 500 devices) </li></ul><ul><li>2,498 marketplaces for digital content in U.S. alone </li></ul>Thursday, November 12, 2009 New Digital Market -Multiple players in value chain -Shifting from single platform (print) to multiple platforms
    5. 6. State of Digital Content Thursday, November 12, 2009 <ul><ul><li>Sales of consumer e-books jumped 68.4 percent last year </li></ul></ul><ul><ul><ul><li>skyrocketed 177 percent to $96.6 million for the year through August </li></ul></ul></ul><ul><ul><li>Emerging business models: access, by segments, bundled with media </li></ul></ul><ul><ul><li>Books in the public domain are widely available in PDF and other standard formats. </li></ul></ul><ul><ul><ul><li>Copyrighted material is another story </li></ul></ul></ul><ul><ul><li>Multiple incompatible file formats and digital rights management (DRM) technologies </li></ul></ul><ul><ul><ul><li>Rights & permission are in flux </li></ul></ul></ul>
    6. 7. Where is Digital Content Read Right Now ? Thursday, November 12, 2009 Mainstream Market Early Market Early Adopters
    7. 8. Device early adopters 47-year-old married man with a college degree and an average household income of $116,000 Thursday, November 12, 2009 <ul><li>About 30 percent of e-reader owners use them on business trips, while about 17 percent rely on e-readers during commutes. </li></ul><ul><li>They read about 3.5 books each month, more than the average Internet user. </li></ul><ul><li>About 83 percent consider themselves &quot;technology optimists.&quot; </li></ul>Source: Sarah Epps at Forrester Research
    8. 9. Device market moving into early market -3M devices forecasted to be sold in ‘09 -Projected to grow to 10M by 2010 Thursday, November 12, 2009 <ul><li>Mainstream market: predominately female, much younger and older than early segment </li></ul><ul><li>Expectations: color, more affordable, demand content access across platforms </li></ul><ul><ul><li>“ reading looks like what I expected” </li></ul></ul>
    9. 10. 2010: Likely Early Majority for Reading on Devices Thursday, November 12, 2009 <ul><ul><li>Drivers </li></ul></ul><ul><ul><ul><li>Content format standardization & automation </li></ul></ul></ul><ul><ul><ul><li>Device explosion: 20% latoptop replacements netbooks </li></ul></ul></ul><ul><ul><li>Dependencies </li></ul></ul><ul><ul><ul><li>Content standardization & automation </li></ul></ul></ul><ul><ul><ul><li>Recovery may drive tech purchases; education </li></ul></ul></ul>Ease of Use Text Only All Media Web Technical Cooler FoxIt Astak iRiver nook SONY Kindle Archos Android MS Courier Apple Tablet iRex Entourage iTi PL Que
    10. 11. Likely Device Progression - dedicated devices vs. multi-use devices - trade publishing vs. education and/or professional Thursday, November 12, 2009 Source: Sarah Epps at Forrester Research
    11. 12. Market Roadmap - drivers: content availability, user experience, viable bus models Thursday, November 12, 2009 Source: Allen Weiner at Gartner Research
    12. 13. There is a way to herd cats: Move their food.
    13. 14. Implications for Publishing Thursday, November 12, 2009 <ul><ul><li>Focus shifting from content prep to reaching consumers </li></ul></ul><ul><ul><ul><li>Format standards & automation </li></ul></ul></ul><ul><ul><li>Rights & permissions even more important in a mixed print/digital world </li></ul></ul><ul><ul><li>Shifting from traditional value chain to a much more dynamic ecosystem </li></ul></ul><ul><ul><li>Devices enable publishers to redesign and reposition by segment </li></ul></ul><ul><ul><li>Business focal point: distribute your content through as many channels as you can, as long as there’s a revenue model behind it </li></ul></ul>
    14. 15. <ul><li>Paid smartphone application have US revenue in 2009 estimated $343 million </li></ul><ul><ul><li>Yankee Group estimated that revenues would reach $4.2 billion by 2013 </li></ul></ul>Implications for Publishing <ul><li>Nearly 50% of US iPhone users and 40% of US iPod touch users buy at least one app every month </li></ul><ul><ul><li>iTunes app becoming more content-centric (in-app purchase, ITLP) </li></ul></ul>
    15. 16. <ul><li>Publish over 5 million unique chapters or articles </li></ul><ul><ul><li>transform over 1 million new pages each month </li></ul></ul><ul><ul><li>secure over 50 terabytes of content </li></ul></ul><ul><li>Distribute to millions of readers and marketplaces </li></ul><ul><ul><li>over 500M content pages browsed before purchase </li></ul></ul><ul><ul><li>8 terabytes of content distributed each month </li></ul></ul>LibreDigital: how leading publishers go digitally direct Thursday, November 12, 2009 UNPARALLELED MARKET LEADER IN DIGITAL PUBLISHING AND MARKETING – SECURE AND TRACKABLE
    16. 17. New York Times Case Study Thursday, November 12, 2009
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