The document discusses open business models and trends disrupting traditional content industries like music, video, books, and textbooks. It describes how physical distribution of digitizable content is under threat. Initiatives for open textbooks and learning materials from projects like CK-12, Curriki, and Bloomsbury Academic are summarized. The Flatworld Knowledge business model for open textbooks that generates revenue from optional access to print/digital copies and study aids is presented as a case study. The document concludes new business models must absorb disruptive trends but are still untested, and experimenting with open content aggregation could benefit existing models.

1. Modelos de Negócio Abertos
Carolina Rossini
29/11/2010
São Paulo

2. 1) forças e tendências

3. forças e tendências

4. forças e tendências

5. forças e tendências

6. forças e tendências
• Agregação de conteúdo

7. forças e tendências

8. 2) Setores “rompidos”

9. music
Apple had net revenue of $4.9 billion for “Other
music related products and services”. According
to a footnote in the 10-K, that includes “iTunes
Store sales, iPod services, and Apple-branded
and third-party iPod accessories.” The category
represented 7.6 percent of total net revenue.
http://www.bnet.com/blog/technology-business/itunes-scores-with-the-beatles-but-apple-
8217s-music-sales-still-lag/6807

10. "If they want to raise the prices, it means they
are getting greedy." [...] Jobs

11. vídeo
“Others have faced similar battles in recent
times, including Blockbuster who filled for
Chapter 11 in September of this year, clearly
signaling the near death of physical distribution
of DVDs.”
http://www.finextra.com/community/fullblog.aspx?ID=4754

12. http://www.nytimes.com/2010/11/25/business/25netflix.html?hpw

13. jornais

14. livros
“Roll over, Gutenberg! Publishing legend Jason
Epstein says the only way to save the book
industry is to get rid of all the books.”
http://www.thedailybeast.com/blogs-and-stories/2009-01-08/an-autopsy-of-the-book-business/full/

15. O que está sob ataque aqui não é o DVD, não
são os Beatles, livros ou CDs e vinil – o que está
sob ataque é a distribuição física de mercadorias
que podem ser facilmente digitalizadas.

16. 3) Ruptura no mercado editorial
de livros didáticos e científicos

18. iChapters
iChapters is Cengage
Learning's discount online store for
more than 15,000 printed
textbooks, eTextbooks, individual
eChapters, study help tools, including
online homework solutions like
CengageNow, OWL, Aplia, Personal
Trainer etc. [...,] audio study tools sold
as a complete audio book or individual
eChapters and select video study tool
products"
All materials fall under traditional
copyright. Downloadable materials are
PDFs secured with DRM software
from Oracle's SealedMedia and require
a proprietary special "unsealer" plug-in
for Adobe Acrobat to read the
electronic content

20. Iniciativas de autores
“self-publishing”

21. Reações

23. “Digital textbooks done
wrong”
E-textbooks are too expensive
• The e-textbooks we surveyed cost on average exactly the same as a new hard copy of
the same title bought and sold back to the bookstore.
• The e-textbooks we surveyed cost on average 39% more than a used hard copy of the
same title bought and sold back online.
Printing is costly and difficult
• Printing was limited to 10 pages per session for each of the e-textbooks we surveyed.
• Buying and printing half of an e-textbook was three times the cost of buying a used
hard copy and selling it back to the bookstore, for the books we surveyed.
E-textbooks are difficult to access
• Students have to choose between using the book online or using it offline - they cannot
do both.
• Most (75%) of the e-textbooks we surveyed expired after 180 days, so students do not
have the option to access their books in the future.
http://www.studentpirgs.org/textbooks/reports/course-correction

24. Preço e acesso
Preco médio do livro didático
sofreu um aumento de 217% no
período de 1994 a 2005, subindo
de R$2,20 para R$6,97. (IPEA
(2007)

25. Dispositivos e acesso

26. http://seattletimes.nwsource.com/html/localnews/2013373872_textbooks08m.html

27. Abertura e acesso
“…The open provision of educational
resources enabled by information and
education technologies, for
consultation, use and adaptation by a
community of users…”
(UNESCO, 2002)

28. Tools IP
Learning Content
Full Software to support the
Intellectual
courses, course creation, delivery, use and property licenses
materials, content improvement of open learning to promote open
modules, learning content including searching and publishing of
objects, collections, organization of content, content and materials, design-
journals learning management principles, and
systems, content development localization of
tools, and on-line learning
content.
communities.

30. •Reference materials
•Open textbooks/
learning materials
•Platforms
•Open courses
•Tools

31. Abertura e acesso: Livros didáticos abertos
“open source textbooks”
Open textbooks "are textbooks that are freely available
with nonrestrictive licenses. Covering a wide range of
disciplines, open textbooks are available to download and
print in various file formats from several web sites and
OER repositories. Open textbooks can range from public
domain books to existing textbooks to textbooks created
specifically for OER. Open textbooks help solve the
problems of the high cost of textbooks, book
shortages, and access to textbooks as well as providing the
capacity to better meet local teaching and learning needs"
(ISKME).
http://cnx.org/content/m15767/latest/

32. Iniciativas “non-profit”

33. Introduction to
Economic Analysis
R. Preston McAfee, Caltech
ISBN: 160049000X
Online: Free
PDF/Word: Free
Hard copy: $11.10
Used at:
Harvard, NYU, Cal Poly, UC-Santa
Barbara, Caltech, Oregon
State, Claremont McKenna….
www.introecon.com

34. Collaborative
Statistics
Barbara Illowsky & Susan Dean
ISBN: 9780978745973
Online: Free
PDF/Word: Free
Hard copy: $31.98
For more information:
www.collegeopentextbooks.org

35. Comparação de livros de estatística
Publisher: Wiley Open: Connexions & QOOP
Downloadable version: Downloadable & online versions:
$77.50 FREE
Printed bound version: Printed bound version:
$141.95 new $31.98 new
$110.25 used

38. CK-12
• "Flexbook” - "high quality educational content that will serve both as core text as well as
provide an adaptive environment for learning"
• "through a combination of author donations, licensing partnerships, incentives for
community-based authorship, and university collaborations"
• Future content is planned to be commons-based peer-produced and moderated by CK-12 to
align with "an expanding base of learning standards like McREL Compendium“
• Content is available under Creative Commons Attribution-Share Alike licenses with any on-
demand printing costs born by users (print on home computer or through on-demand
company).
• Users are encouraged to customize the downloadable content as well
• a Physics Flexbook for use in the Commonwealth of Virginia. Thirteen scientists, teachers, and
professors volunteered to write the book with CK-12's support. The book was written in 2.5
months, including diagrams in high resolution (added to the CK-12 reposition, "keeping in line
with the philosophy of open content"), "with another two weeks for quality assurance". (Park
2008)

40. Curriki
• the first and only Internet site for Open Source
Curriculum (OSC), which will provide universal access to
free curricula and instructional materials for grades K-12.
• Focus: online repository for K-12 curricula in the areas of
mathematics, science, technology, reading and language
arts, and languages.
• Relevant
Press: http://www.nytimes.com/2007/11/25/technology
/25iht-curriki26.1.8466585.html?_r=1

41. Modelos de Negócio Abertos

43. Bloomsbury Academic
• Bloomsbury Academic is a new imprint of
Britian's Bloomsbury Publishing Group Plc focused on
academic works in the humanities and social sciences.
• All works can be leased for free online under a Creative
Commons non-commercial license, and print-on-demand
(POD) copies are available "at reasonable prices“. Some will
also be available for purchase in a number of e-book
formats, many with enhanced features.
• A presentation by Dr. Pinter:
http://webcast.oii.ox.ac.uk/?view=Webcast&ID=20081121_
268

44. Modelos de Negócio Aberto
• Caso de Estudo:
The Flatworld
Model

46. • Flatworld Knowledge e uma editora startup de
livros diadticos abertos que opera com base em
renda proveniente de modelos opcionais de
consumo de recursos educacionais como copias
impressas, digitais e materiais complementares
(“study aids”).
• Dr. Mason Carpenter, um autor tanto da Flat
World e Pearson, afirma que os royalties
provenientes de seus livros abertos esta
alcancando o proveniente de seus livros abertos.

47. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Authors

48. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Peer Reviewed
Professionally
Developed
Top Authors Fully Supported

49. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Top Authors Open
Open License
Open Platform
Author
s

51. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Top Authors Open
Authors

52. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Top Authors Open Free
Authors

53. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Top Authors Open Free
No Access Codes
Inside LMS
Authors

54. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Top Authors Open Free Alternate Formats
Softcover Print
Audio
Self-Print
Authors
Kindle/Sony
(coming)

55. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Top Authors Open Free Alternate Formats
Authors

56. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Top Authors Open Free Alternate Formats Efficient Study Aids
Authors

57. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Top Authors Open Free Alternate Formats Efficient Study Aids
Audio Study Guides
Online Practice
Quizzes
Authors Digital Flashcards

58. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Top Authors Open Free Alternate Formats Efficient Study Aids Collaboration
Authors

60. The Flatworld Model
Open Affordable Social
Textbooks Choices Learning
Top Authors Open Free Alternate Formats Efficient Study Aids Collaboration
Authors

61. Diferentes formatos e preços

62. Funciona?

63. c
Platform Authors Books
(3) (56) (27)

64. ttt
Forthcoming Titles
1. Basics of Oral Business Communication by McLean (Nov 09)
Allyn & Bacon
2. Basics of Written Business Communication by McLean (Nov 09) Allyn & Bacon
3. Exploring Business by Collins (Dec 08)
4. Financial Accounting by Hoyle and Skender (Nov 09)
5. Franchising: A Graphic Novel by Combs, Ketchen, Short,, & Simon (Aug 09) McGraw Hill
6. Fundamentals of Income Tax Theory & Practice by Kiefer (Jan 09) McGraw Hill
7. Introduction to Economic Analysis (Iterm. Micro) by McAfee (Jan 09)
8. Launch! Advertising and Promotion by Solomon, Duke, & Nizan (Dec 08) Cal Tech / Yahoo
9. Digital Compass: A Managers Guide to Harnessing IT by Gallaugher (Mar 09) Prentice Hall
10. Managing to Succeed: A Graphic Novel by Short, Bauer, Simon, & Ketchen (Mar 09) Boston College
11. Money and Banking by Wright & Quadrini (May 09)
12. Organizational Behavior by Bauer and Erdogan (Mar 09) McGraw Hill
13. Principles of Management by Carpenter, Bauer, & Erdogan (Mar 09) NYU / USC
Portland State
14. Principles of Marketing by Tanner, Raymond, & Schuster (Mar 09)
Prentice Hall
15. Principles of Microeconomics by Rittenberg and Tregarthen (Dec 08) McGraw Hill
16. Principles of Macroeconomics by Rittenberg and Tregarthen (May 09) Bedford Freeman Worth
17. Principles of Economics by Rittenberg and Tregarthen (Jun 09) Bedford Freeman Worth
18. Risk Management by Baranioff, Brockett, and Kahane (Jun 09) Bedford Freeman Worth
19. The Path to Sustainable Business by Larson Bedford Freeman Worth
20. Creative Destruction: The Economics of E-Commerce and the Internet by James Koch
21. Project Management in a Virtual World by Darnall & Preston Harcourt
22. Personal Finance by Siegel U of VA – Darden School
Norton
Prentice Hall

66. Top 10 - Razões
① Get a great books & supplements.
② Use new editions on your terms.
③ Make your book like your course (or not).
④ Don’t change your life very much.
⑤ Do change theirs – choice for the first time.
⑥ Level the playing field – everyone has access. And
Immediately.
⑦ No more access codes. Ever.
⑧ Integration into your LMS.
⑨ Did we say no more access codes?
⑩ Support a market-based solution.

68. Adoção de Modelos Abertos

69. Phase 1 page

71. Pearson, US CEO
Peter Cohen
• “We are now in a transformational period.
Everything we have has to be two worlds:
print and digital.”
• “The future of learning is going to be high-
quality online material and, to a lesser
extent, textbooks.’’

72. Houghton Mifflin
Wendy Colby, senior vice president
• “The textbook is no longer the center of the
educational universe.”

73. Conclusões
• Existem forças e tendências que estão
“rompendo” radicalmente as indústrias de
conteúdo e essas não vão desaparecer
• Novos modelos de negócio estão absorvendo
essas forças e tendências mas esses modelos
ainda estão sob prova
• Voce deveria começar a experimentar com
conteúdo aberto e agregação dentro de seus
modelos de negócios

74. Obrigado!
Carolina Rossini
Carolina.rossini@gmail.com
www.rea.net.br 74

75. Anexo

76. Mais sobre a Flat World Knowledge
• http://publishingperspectives.com/2010/08/flat-world-knowledges-
freemium-textbooks-gain-140000-users-average-34-per-sale/
• http://creativecommons.org/tag/flatworld-knowledge
• http://arstechnica.com/old/content/2008/09/flat-world-knowledge.ars
• http://www.bnet.com/blog/media/flat-world-knowledge-a-disruptive-
business-model/3790
• http://www.reuters.com/article/idUSTRE52U3OQ20090331