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Modelos de Negócios Abertos

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Apresentação realizada para a Editora Moderna sobre modelos de negócio abertos em livros didáticos.

Apresentação realizada para a Editora Moderna sobre modelos de negócio abertos em livros didáticos.


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  • Confronted with the digital age most of the recording industry bristled. They saw changing modality, a shift to digital music as a threat to their entrenched distribution channels. Rather than embrace digital distribution the likes of the RIAA, when confronted with innovation in their sector, lashed out with lawsuit after lawsuit, starting with the famous case against Napster. The RIAA's strategy was built on the sole premise of trying to prevent people from using file sharing networks so their existing distribution networks could be propped up indefinitely, and they celebrated Napster's decline into bankruptcy as a sign of success for this strategy.Clearly most saw the writing on the wall, but rather than change, the RIAA and the industry as a whole buried their head in the sand, hoping to limp along till change was absolutely inevitable, or worse thinking that they were immune to change. By all accounts, the RIAA was woefully unsuccessful in this strategy. Today, new artists live or die based on their ability to move product in the digital space, and The Beatles move at long last into the digital space singles that the last bastions of support for traditional, physical music distribution is crumbling. In fact, physical "record" sales peaked in 1999 at $14.65 Bn. By 2007 Physical sales of music content were already less than in 1993 having reduced to around $10 Bn, and by then end of 2010 it is expected digital music sales will finally overtake physical sales all together. Clearly the sector was in massive trouble with its decision to resist digital sales and the hundreds of millions spent by the RIAA on legal bills were largely a complete and utter waste of money. Those precious funds should have instead been put into revitalizing the industry digitally. The RIAAs actions in this light were reprehensible.
  • Some examples of OER are – Learning Activity Management System/ LAMS software
  • Transcript

    • 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. musicApple had net revenue of $4.9 billion for “Othermusic 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 theyare 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, clearlysignaling 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 estásob ataque é a distribuição física de mercadorias que podem ser facilmente digitalizadas.
    • 16. 3) Ruptura no mercado editorialde livros didáticos e científicos
    • 17. iChaptersiChapters is CengageLearnings discount online store formore than 15,000 printedtextbooks, eTextbooks, individualeChapters, study help tools, includingonline homework solutions likeCengageNow, OWL, Aplia, PersonalTrainer etc. [...,] audio study tools soldas a complete audio book or individualeChapters and select video study toolproducts"All materials fall under traditionalcopyright. Downloadable materials arePDFs secured with DRM softwarefrom Oracles SealedMedia and requirea proprietary special "unsealer" plug-infor Adobe Acrobat to read theelectronic content
    • 18. Iniciativas de autores “self-publishing”
    • 19. Reações
    • 20. “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
    • 21. Preço e acessoPreco médio do livro didáticosofreu um aumento de 217% noperíodo de 1994 a 2005, subindode R$2,20 para R$6,97. (IPEA(2007)
    • 22. Dispositivos e acesso
    • 23. http://seattletimes.nwsource.com/html/localnews/2013373872_textbooks08m.html
    • 24. Abertura e acesso “…The open provision of educationalresources enabled by information and education technologies, forconsultation, use and adaptation by a community of users…” (UNESCO, 2002)
    • 25. Tools IP Learning ContentFull Software to support the Intellectualcourses, course creation, delivery, use and property licensesmaterials, content improvement of open learning to promote openmodules, learning content including searching and publishing ofobjects, 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.
    • 26. •Reference materials•Open textbooks/learning materials•Platforms•Open courses•Tools
    • 27. 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/
    • 28. Iniciativas “non-profit”
    • 29. 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
    • 30. Collaborative StatisticsBarbara Illowsky & Susan Dean ISBN: 9780978745973 Online: Free PDF/Word: Free Hard copy: $31.98 For more information:www.collegeopentextbooks.org
    • 31. Comparação de livros de estatísticaPublisher: Wiley Open: Connexions & QOOPDownloadable version: Downloadable & online versions:$77.50 FREEPrinted bound version: Printed bound version:$141.95 new $31.98 new$110.25 used
    • 32. 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-12s 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)
    • 33. 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
    • 34. Modelos de Negócio Abertos
    • 35. Bloomsbury Academic• Bloomsbury Academic is a new imprint of Britians 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
    • 36. Modelos de Negócio Aberto• Caso de Estudo: The Flatworld Model
    • 37. • 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.
    • 38. The Flatworld Model Open Affordable Social Textbooks Choices LearningAuthors
    • 39. The Flatworld Model Open Affordable Social Textbooks Choices Learning Peer Reviewed Professionally DevelopedTop Authors Fully Supported
    • 40. The Flatworld Model Open Affordable Social Textbooks Choices LearningTop Authors Open Open License Open Platform Author s
    • 41. The Flatworld Model Open Affordable Social Textbooks Choices LearningTop Authors Open Authors
    • 42. The Flatworld Model Open Affordable Social Textbooks Choices LearningTop Authors Open Free Authors
    • 43. The Flatworld Model Open Affordable Social Textbooks Choices LearningTop Authors Open Free No Access Codes Inside LMS Authors
    • 44. The Flatworld Model Open Affordable Social Textbooks Choices LearningTop Authors Open Free Alternate Formats Softcover Print Audio Self-Print Authors Kindle/Sony (coming)
    • 45. The Flatworld Model Open Affordable Social Textbooks Choices LearningTop Authors Open Free Alternate Formats Authors
    • 46. The Flatworld Model Open Affordable Social Textbooks Choices LearningTop Authors Open Free Alternate Formats Efficient Study Aids Authors
    • 47. The Flatworld Model Open Affordable Social Textbooks Choices LearningTop Authors Open Free Alternate Formats Efficient Study Aids Audio Study Guides Online Practice Quizzes Authors Digital Flashcards
    • 48. The Flatworld Model Open Affordable Social Textbooks Choices LearningTop Authors Open Free Alternate Formats Efficient Study Aids Collaboration Authors
    • 49. The Flatworld Model Open Affordable Social Textbooks Choices LearningTop Authors Open Free Alternate Formats Efficient Study Aids Collaboration Authors
    • 50. Diferentes formatos e preços
    • 51. Funciona?
    • 52. cPlatform Authors Books (3) (56) (27)
    • 53. ttt Forthcoming Titles1. Basics of Oral Business Communication by McLean (Nov 09) Allyn & Bacon2. Basics of Written Business Communication by McLean (Nov 09) Allyn & Bacon3. 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 Hill6. Fundamentals of Income Tax Theory & Practice by Kiefer (Jan 09) McGraw Hill7. Introduction to Economic Analysis (Iterm. Micro) by McAfee (Jan 09)8. Launch! Advertising and Promotion by Solomon, Duke, & Nizan (Dec 08) Cal Tech / Yahoo9. Digital Compass: A Managers Guide to Harnessing IT by Gallaugher (Mar 09) Prentice Hall10. Managing to Succeed: A Graphic Novel by Short, Bauer, Simon, & Ketchen (Mar 09) Boston College11. Money and Banking by Wright & Quadrini (May 09)12. Organizational Behavior by Bauer and Erdogan (Mar 09) McGraw Hill13. Principles of Management by Carpenter, Bauer, & Erdogan (Mar 09) NYU / USC Portland State14. Principles of Marketing by Tanner, Raymond, & Schuster (Mar 09) Prentice Hall15. Principles of Microeconomics by Rittenberg and Tregarthen (Dec 08) McGraw Hill16. Principles of Macroeconomics by Rittenberg and Tregarthen (May 09) Bedford Freeman Worth17. Principles of Economics by Rittenberg and Tregarthen (Jun 09) Bedford Freeman Worth18. Risk Management by Baranioff, Brockett, and Kahane (Jun 09) Bedford Freeman Worth19. The Path to Sustainable Business by Larson Bedford Freeman Worth20. Creative Destruction: The Economics of E-Commerce and the Internet by James Koch21. Project Management in a Virtual World by Darnall & Preston Harcourt22. Personal Finance by Siegel U of VA – Darden School Norton Prentice Hall
    • 54. Top 10 - Razões① 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.
    • 55. Adoção de Modelos Abertos
    • 56. Phase 1 page
    • 57. 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.’’
    • 58. Houghton Mifflin Wendy Colby, senior vice president• “The textbook is no longer the center of the educational universe.”
    • 59. 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
    • 60. Obrigado!Carolina RossiniCarolina.rossini@gmail.comwww.rea.net.br 74
    • 61. Anexo
    • 62. 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