Introducing a New Product
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Introducing a New Product

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    Introducing a New Product Introducing a New Product Presentation Transcript

    • Digital Publishing What it is. How we get started . Auckland – 31 March 2009 Wellington – 1 April 2009 Christchurch – 2 April 2009 Thanks to our sponsors
    • Today’s Programme
      • 9:00 -1:00pm Presentations
      • 1:00-2:00pm Working Lunch
      • 2:00pm Open Forum
        • Special session: Google Book Settlement
        • Quickfire Case Studies
        • Open Forum/Q&A
      • 4:00pm Wrap-up
    • The Rise and Fall and Rise of Ebooks Martin Taylor Digital Publishing Forum digitalpublishing.org.nz Thanks to our sponsors
    • What we'll cover
      • The drivers of the industry today
      • Why the rise of ebooks will be different this time
      • Where’s the money ?
      • Some (almost) free things to get you started today 
    • The technology drivers
      • 1971 – ebook 'invented' by Michael Hart, Project Gutenberg
      • 1978 - PC
      • 1992 - 'Web 1.0'
      • 1999-2002 – ‘Year of the ebook’
      • 2004 - Web 2.0
      • Now – wider trends will drive ebook adoption
        • Smartphones – Apple, Google Android, Blackberry, Palm
        • Mobile Web
        • Cloud computing and decline of PC
        • New screen technologies and device types
    • Ebook readers today Amazon Kindle 2 (approx 500,000 sold, USA only) Sony Reader (400,000 sold, US, UK) Apple iPhone / iPod Touch (30 million sold In 80 countries)
    • Books feature strongly in iPhone App store downloads 4 th by downloads Week of 1 March 09
    • Coming up Fujitsu FLEPia colour ‘e-paper mobile terminal’ Plastic Logic Large e-ink displays due mid-2009 with wireless, touchscreen E-ink can be printed onto flexible surfaces Netbooks may become a viable reading platform
    • Technology adoption lifecycle Rogers bell curve
    • US consumer technology adoption Source: New York Times 10 Feb 2008
    • Two markets for e-reading
      • Short, casual reading
      • Longer reading , in-depth, immersed experience
      • Amazon targets these two markets with its Kindle strategy
        • Kindle ebook reader, Kindle for iPhone
      • E-reading doesn't have to be better than paper, just better for some situations
      • Casual reading market opportunity is immediately available in NZ
    • In summary: Reasons it will be different this time
      • Reading technology will be good enough
      • Wireless web
      • Likely format standard - ePub
      • Experience from the false start in early 2000s
      • Amazon
        • and Sony .. and Apple .. and Google ..
      • .. Which means ... Readers will demand ebooks
    • How will things change? Some thoughts from TOC ‘09
        • Readers
        • 'reading is becoming a social act ' - Peter Brantley, Digital Library Federation, NY
        • Publishers
        • must become more reader-centric
        • ' community builder '
        • primacy of reader’s positive experience
          • “ how can we make this the best possible experience for the reader? ”
        • but key publisher role remains to screen, improve, finance, sell, distribute, nurture 
    • Where's the money?
      • Less than 1% of trade sales in US
        • But readers are paying
        • Books are 100% 'paid content'
        • Mobile users have been conditioned to pay
      • But opportunities to monetise a bigger market
        • Pass-along readers = more buyers
        • More opportunities to read = more readers
        • Global market opportunity
    • Where's the money? US wholesale ebook revenues December 2008 quarter +100% vs prior year Source: idpf.org
    • How the price of an ebook is set
      • Based on ' p-book '
      • Cost-plus
      • Marginal costing
      • Market-based – optimise price/volume equation based on buyer behaviour
      • Price taker , eg from dominant retailer
      • Other models – subscription, 'literature as service', by chapter, loss-leader for p-book, advertising-supported
    • How much should the ebook edition of a $30 paper book cost? Source: Digital Publishing Forum: digitalpublishing.org.nz – online poll conducted February-March 2009
    • Where's the money – Getting started
      • Don't over-invest in the start-up
      • Do start early
        • The cheapest time to buy marketshare is early in a market
      • Pace yourself – it will take longer than you think
      • Use time to reduce capital needed
    • Simple steps you can take today
      • Buy an iPhone or iPod Touch ($389)
        • Install Stanza and start reading
      • Publish and sell your first ebook(s)
        • smashwords.com or calibre ( calibre.kovidgoyal.net )
      • Get your digital rights in order – share of net income?
      • Join a social network and see how they work
        • facebook.com , linkedin.com , twitter.com
      • Keep learning
        • Martin's eReport blog – activitypress.com/ereport
        • Mark your diary : Future of the Book / Future of the Book in Education conference, Auckland 24-25 June
    • Thanks! Martin Taylor web: digitalpublishing.org.nz email: martin@digitalstrategies.co.nz blog: activitypress.com/ ereport