'From the Gutenberg Galaxy towards a Digital Galaxy: Developments in the Book Industry'

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invited talk, Liberec, Nov. 2008

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'From the Gutenberg Galaxy towards a Digital Galaxy: Developments in the Book Industry'

  1. 1. From the Gutenberg Galaxy Towards a Digital Galaxy: Developments in the Book Industry 7. November 2008 Liberec Informatics Forum Hans-Dieter Zimmermann Swiss Institute for Information Research SII University of Applied Sciences HTW Chur, Switzerland This presentation is licensed under a Creative Commons Attribution- Noncommercial-Share Alike 2.5 Switzerland License http://creativecommons.org/licenses/by-nc-sa/2.5/ch/
  2. 2. Agenda Introduction Examples Value Creation Structures and Processes Conclusions page 2
  3. 3. Impact of Digitalization on Industries There is a very obvious transformation of industries going on due to an ongoing digitalization, e.g. in … Banking Tourism Media Newspapers Music Movie … … but what about the book industry? No research available page 3
  4. 4. Digitalization in the Book Industry - Examples page 4
  5. 5. Digitalization in the Book Industry – Examples: Codev2 Starting point: Lawrence Lessig (1999): Code and Other Laws of Cyberspace. Lessig: Professor at Stanford University Founder of Creative Commons (http://creativecommons.org) [http://codev2.cc/] Seite 5
  6. 6. Example: Code v2 by Lawrence Lessig “That text is Lessig's "Code and Other Laws of Cyberspace." The second version of that book is "Code v2." The aim of Code v2 is to update the earlier work, making its argument more relevant to the current internet. Code v2 was written in part through a collaborative Wiki. That version is still accessible here. Lessig took the Wiki text as of 12/31/05, and then added his own edits. Code v2 is the result. The Wiki text was licensed under a Creative Commons Attribution- ShareAlike 2.5 License. So too is the derivative. Reflecting the contributions of the community to this new work, all royalties have been dedicated to Creative Commons. You can download the full text in PDF form. The text is also available in a Wiki hosted by SocialText. And obviously, you can also buy the book at the links to the right. “ [http://codev2.cc/] Seite 6
  7. 7. Digitalization in the Book Industry – Examples: WEbook - User-Generated Books ? Seite 7 [http://www.businessweek.com/technology]
  8. 8. WEbook - User-Generated Books ? [http://www.webook.com/] Seite 8
  9. 9. Digitalization in the Book Industry – Examples: User Generated Content: Book Charts [http://www.mayersche.de/469.3.html] page 9
  10. 10. Digitalization in the Book Industry – Examples: eBook, eJournal, eEverything? [http://lib.consortium.ch/] Seite 10
  11. 11. Framework to Capture the Changing Value Creation Structures Processes Products Infrastructures page 11
  12. 12. Value Creation Structures: Re-Intermediation: Reinforcement of Existing Players Traditional intermediaries have to redefine their business Book retailers Book wholesaler Publishing houses E-Commerce applications ‚Web 2.0‘ applications Examples Catalogues, Online ordering, recommendations, reviews, blogs, book charts, social tagging, communities of interest, additional information about authors such as interviews, etc., search inside, whishlist, ratings, etc. page 12
  13. 13. Value Creation Structures: Cyber-Mediation: Emerging new Intermediaries From Re- to Cyber-Mediation: Mangaka.de: A publisher emerges as a communiy manager for mangas (Verlag Droemer Knaur ) Open question: Business model? page 13
  14. 14. Value Creation Structures: Cyber-Mediation: Emerging new Intermediaries Amazon.com Online-only bookseller scared traditional player in the mid 90s Google.com Digitalization of books, ‘search inside’ Libreka.de The answer to Google Libreka.de represents the German booksellers >75’000 books online in fulltext E-Commerce options Goal: shall support traditional booksellers … but why should I go the bookseller anymore? page 14
  15. 15. Value Creation Structures: Cyber-Mediation: Emerging new Intermediaries Webook.com Collaborative authoring of books BookRix.com , XinXii.com Platforms that enable authors to market their e-books directly ‚Books on Demand‘ – bod.de Enables authors to market their printed books directly Pegastar.com Individualization of books There are plenty of options to participate in the book market and to cope with the challenges page 15
  16. 16. Value Creation Processes: Bypassing Traditional Players Process Description Example ‚Product Individualization of contents: Pegastar.com design‘/ The reader as a co-author text authoring Collaborative authoring: verlorene-werke.de Provision of platforms supporting fantasyautoren.de authors kurzgeschichten.de Webook.com Utilization of wikis to integrate codev2.com readers into the authoring process (Lawrence Lessig) page 16
  17. 17. Value Creation Processes: Bypassing Traditional Players Google Book Search libreka.de Online book seller and Online applications offered by publisher booksellers, publishers: e.g., review, Product MySpace.com book charts by readers, blogs, search Facebook.com: Virtual ‘search inside’, background Bookshelf information, forums, chats, etc. Affiliate-Programs of Online booksellers www.literatopia.de page 17
  18. 18. Value Creation Processes: Bypassing Traditional Players Order Online orders through publishers Randomhouse.de Bod.de Production Book print to order Pegastar.com Distribution BookRix.com Pure Online distribution as XinXii.com e-books free-ebooks.net storyparadies.de verlorene-werke.de ‚hybrid distribution‘: free download availability but print Codev2.com version to buy Direct distribution through authors elfriedejelinek.com page 18
  19. 19. Conclusions The book market is undergoing a major change Changes are driven by ICT Market interaction reaches new heights Booksellers have to redefine their business The reader is no longer only a buyer, but a reviewer, co-author, discussant There are plenty of options - but they have to be tested - … and there are plenty of threats … but no sustainable business models yet! page 19
  20. 20. „I expect that business models will change further and it seems likely that the traditional music and book publishing industry, for example, will have to change radically, or die. […] The new digital and networked online environment simply does not support big intermediaries; the revenues, moreover, can flow more directly to the artists rather than to the intermediaries. That’s not to say that they can’t perform useful functions in career management, production, editing, marketing and the like – but they can no longer get much of a return on the distribution function that was their mainstay.” [Dyson 2006] page 20
  21. 21. Thanks for your attention. Hans-Dieter Zimmermann www.hdzimmermann.net This presentation is licensed under a Creative Commons Attribution- Noncommercial-Share Alike 2.5 Switzerland License page 21 http://creativecommons.org/licenses/by-nc-sa/2.5/ch/

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