Disrupting the document world

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How a better PDF engine can disrupt the world of document creation and distribution.

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  • Disrupting the document world

    1. 1. © 2016, iText Group NV, iText Software Corp., iText Software BVBA© 2016, iText Group NV, iText Software Corp., iText Software BVBA Disrupting the world of document creation and distribution Bruno Lowagie, CSO ThinkFree / iText Group PDF Days 2016, Berlin
    2. 2. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Disrupting the world of document creation and distribution2 Lesson learned in my second year as an engineer in the IT business (1997): The secret to success is… … good documentation
    3. 3. © 2016, iText Group NV, iText Software Corp., iText Software BVBA© 2016, iText Group NV, iText Software Corp., iText Software BVBA Prehistory Online tutorials
    4. 4. © 2016, iText Group NV, iText Software Corp., iText Software BVBA iText tutorial First iText tutorial released in 2000 (but I can’t find it anymore) A more substantial tutorial in 2004 (first revenue) Disrupting the world of document creation and distribution4 Google AdSense • 2004: $8,900 • 2005: $14,500 • 2006: $6,200 • 2007: $2,350 • 2008: $1,900 • 2009: $1,500 • 2010: $280 • 2011: $520 • 2012: $350 • 2013: $160
    5. 5. © 2016, iText Group NV, iText Software Corp., iText Software BVBA© 2016, iText Group NV, iText Software Corp., iText Software BVBA Claim to fame Writing a book for an American publisher
    6. 6. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Book contract offers November 2004: Offer to write a book for O’Reilly April 2005: Offer to write a book for Manning Which publisher to choose? I went for Manning Publications Disrupting the world of document creation and distribution6
    7. 7. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Preparing a book First contact: Publisher’s Assistant After evaluation: Acquisition Manager Helps writing the book proposal  Short summary  Detailed table of contents  Marketing overview Industry review Disrupting the world of document creation and distribution7
    8. 8. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Book contract Five deadlines  Chapter 1  1/3 of the manuscript  2/3 of the manuscript  3/3 of the manuscript  Final manuscript Author launch Disrupting the world of document creation and distribution8
    9. 9. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Writing a book Development Manager assigns: Developmental Editor Helps the writer develop their book Obey the Manning style guide! Review Manager Coordinates the review process Anonymized e-mails with feedback MEAP releases Disrupting the world of document creation and distribution9
    10. 10. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Production Production Manager assigns: Copy Editor Technical Editor Layout Designer Proofreader Cover Designer Marketing Manager: GO or NO-GO Back cover: written by the publisher himself! Disrupting the world of document creation and distribution10
    11. 11. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Timing First Edition:  May – July 2005: preparing the book (3 months)  September 2005 – February 2006: writing (6 months)  March – November 2006: production (9 months) Second Edition:  August – September 2009: preparing the book (6 weeks)  October 2009 – April 2010: writing (7 months)  May – August 2010: production (4 months) Disrupting the world of document creation and distribution11
    12. 12. © 2016, iText Group NV, iText Software Corp., iText Software BVBA The result Disrupting the world of document creation and distribution12 1st Edition: 2006 • 11,622 copies • 8,528 paper • 3,094 eBook • Approx. $33K 2nd Edition: 2010 • 9,200 copies • 6,006 paper • 3,469 eBook • Approx. $30K
    13. 13. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Some disadvantages Writing a book in Word is hard  In the meantime, the writing process at Manning has been fine-tuned Illegal copies appear before you’ve received the first copy of your own book  For the product: more people get to know the book  For the publisher: loss of revenue A book is expensive (and the author only gets 10% on the profit)  People felt entitled to personal support if they had bought the book You don’t own your own book  If we wanted to give the book to customers: we had to buy vouchers  Customers had to give their coordinates to the publisher; vouchers expired A book is outdated by the time it is released Disrupting the world of document creation and distribution13
    14. 14. © 2016, iText Group NV, iText Software Corp., iText Software BVBA© 2016, iText Group NV, iText Software Corp., iText Software BVBA Can I do this myself? Experimenting with self-publishing
    15. 15. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Pure self-publishing Still working with Word You own your own book  You can offer it for free  Many people promote it No reliable statistics  Downloaded 5,000+ times / month  How many are recurring downloaders  How many clicked a link by accident No way to manage the audience  Who downloads the book?  How to inform about updates? No way to publish content on web site Disrupting the world of document creation and distribution15
    16. 16. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Publishing with LeanPub Written in Markdown Published as:  PDF  .ePub  .mobi Advantage:  Reader can subscribe (early access)  Author can inform reader (updates) Author keeps copyright  Can choose to offer the book for free  Can set a minimum price:  Leanpub gets $0.50 / sale  Author gets90% royalty Disrupting the world of document creation and distribution16
    17. 17. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Competition for books: StackOverflow Disrupting the world of document creation and distribution17 up-voted down-voted
    18. 18. © 2016, iText Group NV, iText Software Corp., iText Software BVBA StackOverflow reputation Disrupting the world of document creation and distribution18 up-votes down-votes accepted
    19. 19. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Questions and Answers in Markdown Disrupting the world of document creation and distribution19
    20. 20. © 2016, iText Group NV, iText Software Corp., iText Software BVBA #1 Referral site to itextpdf.com Disrupting the world of document creation and distribution20 Most of the answers on StackOverflow refer to a code sample that can be found on the iText web site. This results in 200,000+ visits a year to our web site from 100,000+ new users.
    21. 21. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Do I need to write books? Disrupting the world of document creation and distribution21
    22. 22. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Who are the masters of PDF? Disrupting the world of document creation and distribution22
    23. 23. © 2016, iText Group NV, iText Software Corp., iText Software BVBA What if… We could create a book from the Q&As posted on SO  ‘Creative Commons Attribution Share Alike’ license  Solve the problem of “I’ve answered this before, but I can’t find the answer”  Avoid duplicate questions from iText newbies We could reuse the Q&As posted on SO on our web site  Create a new web site that accepts Markdown: copy/paste Q&As  Better for SEO: good content We could create a repository of examples in answer to SO questions  We already had a large repository of samples in the sandbox, but  The examples had to be maintained in different places: GitLab, website, download area Disrupting the world of document creation and distribution23
    24. 24. © 2016, iText Group NV, iText Software Corp., iText Software BVBA© 2016, iText Group NV, iText Software Corp., iText Software BVBA Publishing revised Creating a new publishing tool based on lessons learned
    25. 25. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Creating a Q&A book Advantages  SO uses Markdown; LeanPub uses Markdown  Real-world questions  Easier to query Disadvantages  Maintenance of the manuscript is hell (e.g. images)  Still not published on our web site  Still no solution for publishing examples Next step  Build a new web site Disrupting the world of document creation and distribution25
    26. 26. © 2016, iText Group NV, iText Software Corp., iText Software BVBA New site: test with ZUGFeRD book Disrupting the world of document creation and distribution26
    27. 27. © 2016, iText Group NV, iText Software Corp., iText Software BVBA On the site: readable examples Disrupting the world of document creation and distribution27
    28. 28. © 2016, iText Group NV, iText Software Corp., iText Software BVBA On the site: links to GitLab Disrupting the world of document creation and distribution28 code resources results
    29. 29. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Examples stored in one place: GitLab Disrupting the world of document creation and distribution29
    30. 30. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Web-site = authoring tool Disrupting the world of document creation and distribution30
    31. 31. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Instant gratification Disrupting the world of document creation and distribution31
    32. 32. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Designed for collaboration Disrupting the world of document creation and distribution32
    33. 33. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Ready to be translated Disrupting the world of document creation and distribution33
    34. 34. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Export book to LeanPub Disrupting the world of document creation and distribution34
    35. 35. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Generate book Disrupting the world of document creation and distribution35
    36. 36. © 2016, iText Group NV, iText Software Corp., iText Software BVBA The result Disrupting the world of document creation and distribution36
    37. 37. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Metrics: PDF is king! Disrupting the world of document creation and distribution37
    38. 38. © 2016, iText Group NV, iText Software Corp., iText Software BVBA© 2016, iText Group NV, iText Software Corp., iText Software BVBA New business models Alternative ways to monetize documentation: • iText • Bookboon • Zerocopy
    39. 39. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Traditional model: pay for the book You can offer your book at a minimum price: Disrupting the world of document creation and distribution39 Readers can pay and choose to remain anonymous
    40. 40. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Free model: lead generation Disrupting the world of document creation and distribution40
    41. 41. © 2016, iText Group NV, iText Software Corp., iText Software BVBA The Bookboon.com model Disrupting the world of document creation and distribution41
    42. 42. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Share your data, get a free book Disrupting the world of document creation and distribution42
    43. 43. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Empty space is used for ads Disrupting the world of document creation and distribution43
    44. 44. © 2016, iText Group NV, iText Software Corp., iText Software BVBA The zerocopy.be model Disrupting the world of document creation and distribution44
    45. 45. © 2016, iText Group NV, iText Software Corp., iText Software BVBA The target audience Disrupting the world of document creation and distribution45
    46. 46. © 2016, iText Group NV, iText Software Corp., iText Software BVBA© 2016, iText Group NV, iText Software Corp., iText Software BVBA To be continued? iText and Hancom joined forces in December 2015
    47. 47. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Disrupting the world of document creation and distribution47 The future of PDF
    48. 48. © 2016, iText Group NV, iText Software Corp., iText Software BVBA wepubl: co-publishing platform Disrupting the world of document creation and distribution48 Originally developed for ePub After joint-venture with iText: exploring publication as PDF
    49. 49. © 2016, iText Group NV, iText Software Corp., iText Software BVBA flexcil: from e-reader to i-reader Disrupting the world of document creation and distribution49 See you at the PDF Days 2017 For more info about wepubl and flexcil
    50. 50. © 2016, iText Group NV, iText Software Corp., iText Software BVBA Disrupting the world of document creation and distribution50 iText Software Corp. +1 617 982 2646 +1 617 982 2647 sales.isc@itextpdf.com 47 Third Street - Suite 301 Cambridge, MA 02141 United States Text Software BVBA +32 9 298 02 31 +32 9 270 33 75 sales.isb@itextpdf.com Business Center "De Punt" Kerkstraat 108 9050 Gentbrugge (Ghent) Belgium iText Software Asia Pte. Ltd. +65 67 16 97 85 +65 63 36 69 33 sales.isa@itextpdf.com 15 Scotts Road #04-08 Thong Teck Building 228218 Singapore Harness the power of PDF

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