Trends & Challenges
Formulating your Strategy Questions?
3. Who is Impelsys?
• From inception till 2008, Impelsys has powered more than
2000 projects for large and small publishers.
• We have invested in our core products: iPlatform,
VirtualPages and iDAMS and built them over the past 4
years. These products are serving millions of readers
• We launched iPublishCentral (ipublishcentral.com) as a
Software as a Service (SaaS) model leveraging our years of
experience. The goal is to bring down costs of delivery so
that any publisher can build an online strategy.
4. We serve 200+ publishers across geographies & segments.
5. Key takeaways from this presentation
7. Trends in Reading
Reading and buying trends of
books not encouraging
Less than 6 Italians out of 10 read 1 book a month
Strong readers, who read one or more books a
month, read (possibly buy) more
Not including “soft reading” and other types of
(Source: Elaboration AIE Research Department based on Istat data. doi: 10.1390/gdl1008UK_Reading)
8. Trends in Reading
Availability of different types
of media - vying for reader's
attention and wallet-share
9. Trends in Reading
How do you get to understand
The web is changing
consumption and your future
markets will change.
10. Web is changing reader behavior
Trend is towards searching
and foraging for information
Increased use of Google and
Wikipedia for reading and
Bits and pieces of information are
weaved together from multiple
sources like scent trails
(Source: Xerox PARC, http://www-users.cs.umn.edu/%7Eechi/papers/chi2000/scent.pdf)
11. Web is changing reader behavior
Is making content visible the
first step in the solution?
Will it provide a strong enough
“scent” for people to browse
and ultimately buy?
Google Book Search
12. Web is changing reader behavior
You must give the consumers
what they need/require
Provide content and
From „Merchants of Venice‟ to
the „Fashion industry of Milan‟
The number of people searching
to know more about ebooks has
doubled in the last 4 years
according to google trends.
Source: Google Trends
14. Source: Google Trends (June 22, 2009)
15. Source: Google Trends (June 22, 2009)
16. Reference Reader Trends
Do you prefer using online resources or print for your research, class presentation
and instruction? No. of respondents 831
1 in 2 people or around 50% prefer doing research reading online.
(Source: Global Faculty eBook Survey, 2007, February
17. Market trends
US Trade Wholesale Electronic Book Sales
Source: IDPF Industry Statistics (http://www.idpf.org/doc_library/industrystats.htm)
18. Consumer Expectation
audio, video, animations “I matter and so does my opinion”
(source: www.idpf.org/events/presentations/Frankfurt08/FBF08_RandomHouseUK_Duggan.ppt - )
23. Italy Social Technographics Profile
25. Challenges of going digital
Multiple formats, hardware devices, software
Which one will win? What formats? How to reach customers
and provide content „Anytime‟/‟Anywhere‟?
26. Challenges of going digital
Tagging/Metadata (how deep?) From Broadcast
Time to Market To Conversations
27. Challenges of going digital
Cost and Risk
Cost of experimenting and risk of competition
28. Challenges of going digital
Challenges in depending on others
Who controls it?
Who is gaining insights into user behavior?
Who understands the market needs?
Who can develop products that meet these needs?
29. Case Studies
Source: Alex Iskold
31. Case Study:
32. Harper Collins It brings powerful features Amazon, who pioneered offering
launched their Browse that retail aggregators, like samples on a large scale in
Inside program in 2006, Amazon, offer on their site 2003, reported about 9%
becoming one of the increase of print sales across
first publisher to do so 120,000 titles in 5 days after the
Search Inside capability was
available on their site
Experiments: Harper Collins Browse Inside
Harper Collins had a similar experience with sales They were also able to
gain valuable insights into
Harper Collins reported print sales increase of 30% and 250% what the market wants
for specific titles using their Browse Inside functionality
33. Experiments: Harper Collins Browse Inside
Browse Inside PDF Free Download
Visitors 83,102 20,000
Visits 85,867 30,000
Downloads 0 15,000
Page Views 3,827,306
Avg Page Views per Visit 46
Avg. Visit Duration 15:55
Clicks on Buy Link 1,177
Emailed to a Friend 16,236
(Source: Experiments with free digital content, presented at IDPF Digital Book 2008 by Leslie Hulse, VP Digital Business
Development, Harper Collins, http://www.idpf.org/events/presentations/digitalbook08/lHulse08.pdf)
36. Random House Insight widget
2,824,527 184,444 254, 383
Book Pages Viewed People who have viewed a widget Number of widgets viewed
Random House has effectively increased page views and in
turn the popularity of their content by being visible
(Source: Matt Shatz, IDPF Digital Book2007,
40. MIT Press, started on
iPublishCentral as a beta customer.
They helped us refine the system
and have been partners in trying
out what works and what does not.
41. They went live in March 2009 and
offer 400 titles for sale in the
electronic form through
42. All that MIT Press needed to
launch was their title PDF, ONIX
metadata and book covers.
43. They now have an electronic
book store through which they
can sell to institutions and
They also offer free content
samples that can travel as
44. Since launch...
Nearly 18000+ pages have been previewed
45. Since launch, towards the end of March...
Visitors from about 180 countries have viewed
46. Since launch...
Visitors from nearly half these countries have clicked
on the widgets to see book preview pages
47. Since launch...
Total time spent on the book preview
pages is 462:34:59 hours
48. Since launch...
Average time spent per visit is about
49. Since launch...
Google alone has crawled through the
sample pages more than 3500 times,
apart from other search engines
50. Since launch…
Nearly 2% of unique visitors who saw
the preview pages have ended up
buying a title
52. Why should you experiment?
• Others are doing it, so should
• Run your own program, along
with other existing strategies – it
does not hurt
• It helps in gaining visibility and
establishing a relationship with
• The world is changing and you
can leverage this change
• Your networks are your future
53. Increase Visibility
• Increase visibility by being
available where your
• Be relevant and useful
• Introduce your books and
create brand awareness
• Increase page views to
gain SEO and SEM
• Get insight into what your
readers are doing
• Offer value to potentially
54. Establish Relationships
• Relationships matter
• Listen, understand and
• Own your readers and their
• Reach out to readers with
news and updates
• Word-of-Mouth works and
social media is the easiest
way to get it started
• Targeted marketing is better
than broadcast advertising
• Who controls these
• Is it sufficient to have
retailers like Amazon and
search engines like
Google manage them?
• How do you build your
infrastructure for the
future - the investment
does not have to be great
56. Key takeaways from this presentation
57. Thank You