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E Textbooks Driving The Future Of Education Presentation

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  • Transcript

    • 1. eTextbooks
      • Driving the future of education
      • William Chesser
      • Matt Harris
    • 2. Changing Face of the Music Business
      • The music industry is not in the business of producing music, but producing CDs.
      • Are you in the content or textbook business?
      • The business of producing CDs is coming to an end. As the container changes, so do the business models.
      • How will you choose to manage the options you have as your containers change?
      • David Byrne's Survival Strategies for Emerging Artists and Megastars, Wired Magazine, Issue 16.01
    • 3. Content drives the platform decision
      • Music is a social experience by nature. Technology allowed us to capture the social event of music for distribution.
      • Content designed for teaching and learning is most effective in a social environment.
      • How will technologies allow us to fully utilize the true nature of this type of content? “Add value”
    • 4. What factors are effecting the transition? Music Industry Textbook Industry
      • Recording costs have dropped to zero
      • Manufacturing costs have dropped the sales break even point to almost nothing
      • XML has provided the ability to separate/distinguish content from presentation
      • Proliferation of digital ready sales channels
    • 5. Emerging models: music industry
      • Artist Equity Stake
      • Standard Distribution Deal
      • License Deal
      • Profit-sharing
      • Manufacturing & Distribution Deal
      • Self-distribution Model
      • David Byrne's Survival Strategies for Emerging Artists and Megastars, Wired Magazine, Issue 16.01
    • 6. Student Infrastructure The ECAR Study of Undergraduate Students and Information Technology, Volume 6, 2007, EDUCAUSE Center for Applied Research
    • 7. Key Findings
      • 98.4% of students own computers
      • 73.7% of these are lap tops
      • 64.0% of student entering university own a lap top less than 1 year old
      • 52.4% never bring the lap top to class
      • 25.0% bring lap top to class regularly
      The ECAR Study of Undergraduate Students and Information Technology, Volume 6, 2007, EDUCAUSE Center for Applied Research
    • 8. Sizing the market
      • 2006-7 US textbooks sales: $6.5 billion
      • Textbook units sold US: 130 million
      • Units sales growth since 2002: flat
      • Per-unit consumer cost growth since 2002: 18%
      • Percentage currently selling as digital: <1%
      • Conversion to digital in 2008: 2%? 3%?
      Source: NACS, http://nacs.org/public/research/higher_ed_retail.asp
    • 9. Key market forces
      • College textbook prices have risen at twice the rate of annual inflation over the last two decades (tuition has risen more)
      • Since December of 1986, textbook prices have nearly tripled
      • Ave. cost of books and supplies per student at 4-year public institutions for academic year 2003-2004 was $898 ( more than 25% of the cost of tuition and fees).
      • At 2-year public institutions per student cost for books and supplies was $886 (representing almost 75% of the cost of tuition and fees)
      • Used text sales as percentage of textbook sales: 30-40%
      • Used text sales as a percent of all campus store sales: 20%
      Source: NACS, http://nacs.org/public/research/higher_ed_retail.asp
    • 10. Search Bookmarking Social networks Try-before-buy Online + Download Sharing Emerging e-textbook value proposition Price Printing time Past Present Future P+E (from MHHE) Multimedia
    • 11. Emerging Models: Textbook Industry
      • Direct to consumer
        • Digital only (whole and partial)
        • P+E
        • Publishers site
        • 3rd party
      • Traditional/bookstore channels
        • Digital only
        • P+E
      • Institutional
        • Bulk sales
        • Institutional wide licensing
      • Integrated into learning system or self-assessment platform
    • 12. Sales Options Product Type License Terms Business Models Channels Whole title Perpetual B-to-C Retail Individual chapters X days from redemption B-to-B Wholesale Distribution Reference Expire on X date Print + Digital Fulfillment Standard collection Examination Copies Custom collection LMS support
    • 13. Retail Sales Product Type License Terms Business Models Channels Whole title Perpetual B-to-C Retail Individual chapters X days from redemption B-to-B Wholesale Distribution Reference Expire on X date Print + Digital Fulfillment Standard collection Examination Copies Custom collection
    • 14. LMS Support Product Type License Terms Business Models Channels Whole title Perpetual B-to-C Retail Individual chapters X days from redemption B-to-B Wholesale Distribution Reference Expire on X date Print + Digital Fulfillment Standard collection Examination Copies Custom collection LMS support
    • 15. Special or Institutional Sales Product Type License Terms Business Models Channels Whole title Perpetual B-to-C Retail Individual chapters X days from redemption B-to-B Wholesale Distribution Reference Expire on X date Print + Digital Fulfillment Standard collection Examination Copies Custom collection LMS support
    • 16. Summary slide
      • Textbooks are behind music industry in moving to digital…but not too far
      • Textbooks are moving first and fastest w/i publishing
      • The market is ready:
        • End users
        • Stakeholders (faculty and schools)
        • Channels partners
      • XML is a key (and liberating ) component
    • 17. Q & A