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Presentation on subscribtion based services given at Abu Dhabi International Book Fair 2015. The session was part of the ADIBF Academy Future Proof Publisher 2015 Certificate. From the land of Spotify and Skype comes the next digital reading revolution. A year after the launch in his native Sweden, Kåre Halldén will tell the story of how a vision of a reading revolution has come to life with a touch of a fingertip. Kåre Halldén is the CEO and co-founder of Readly Books, Sweden’s leading digital book subscription service. Kåre Halldén has a long and successful entrepreneurial track record from digital business industries. He is also a well-renowned and award-winning Swedish author of fiction and non-fiction literature. The last few years he has written several critically acclaimed crime novels, published by Sweden’s third largest publishing house.
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- 1. Subscription services ADIBF May 7th 2015 Kåre Halldén CEO & Co-founder Readly Books Stockholm, Sweden
- 2. The next 45 minutes • Subscription services • Small market perspective • Lessons learned • Global (?) market view • Untapped opportunities • Questions?
- 3. About Readly Books • Swedish digital book subscription service • All types of books • Joint venture
- 4. About Readly • Streaming Magazine service • Available in Sweden, UK, US and Germany • Books (Sweden only)
- 5. Our background • - a Swedish Content Management System • Digital publishing for international media companies, such as…
- 7. Sweden
- 8. Sweden
- 9. Sweden
- 11. Sweden – Book market • Total value sales about €350M (UK: €1,900M) • Declining sales last few years
- 12. Sweden – tech access • 91% of Swedes have a computer • 73% of Swedes have a smart phone • 51% of Swedes have a tablet
- 13. Sweden – tech access • 37 % of e-commerce from mobile devices • 84% of Swedish 5-8 year olds have access to a tablet
- 14. Sweden – Ebook market • About 2%... – Most of which is library e-lending
- 15. Why? • Small language area – ROI difficult for publishers • Digital rights slow to adapt • E-readers never caught on • No Amazon…
- 16. The challenge (Sweden) • Every market needs a catalyst • The attention economy • Young people’s reading competence down
- 17. What we did
- 18. Timeline March 2013 March 2014 Readly Magazines Launch (SE) Readly Books Launch (SE)
- 19. Publisher terms • Equal terms • No risk, no obligations • Revenue share – 70% to publishers • Better content=more revenue
- 20. Publisher motivation • Monetize backlist • Stimulate growth in digital reading – right timing • Free of charge. Zero conversion cost. • Reading patterns
- 21. Publishers
- 22. Customer perspective • All the benefits of a subscription service: – Full access everywhere (incl. offline) – Fixed cost – Growing catalogue
- 24. Full family reading service
- 25. Casual reading • Cookbooks • Exercise / dieting • Music, photography
- 26. Children’s books • Intuitive experience • Alternative to Angry Birds • No interaction, no sound, no buttons • We rely on the narrative – the book isn’t broken
- 27. Our target group • People who don’t like to read…
- 28. What do people read?
- 29. The Global Subscription Market
- 30. Ebooks: The final subscription frontier?
- 33. Trends • The Volume Game… – Majority of titles backlist and self-published • Target: the avid reader – Selling the discount • Globalization (?) • Diversification – Audio books, ebook sales, curation efforts
- 34. Opportunities
- 35. Focus on demand, not supply No of available titles per category: Children's Books Non-fiction Fiction
- 36. Focus on demand, not supply No of page views per category: Children's Books Non-fiction Fiction
- 37. Focus on demand, not supply No of readers per category: Children's Books Non-fiction Fiction
- 38. No of readers per title (average) Children's Books Non-fiction Fiction
- 39. Children's Books Non-fiction Fiction No of page views per title (average)
- 40. Reading distribution – all categories
- 41. Reading distribution – Children’s Books
- 43. What’s missing? • #1 title in Readly Books: Gone Girl
- 44. What’s missing? • #2 title: Husmanskonst – Cookbook – Released in 2006 – Out of print – Not available as e-book
- 45. Limitations of current business models • Short term publisher profit • Misaligned motives • Designed for certain book type – linear book consumption
- 46. Going global? • Small language = broad content service • Large language = niched services
- 47. Untapped opportunities • Illustrated literature • Children’s books, e.g. school library • Non-latin script?
- 48. Questions? (all but ”How many subscribers do you have?”)
- 49. Kåre Halldén, CEO & Co-founder kare.hallden@readly.com ph: +46 (0)733 624 685 Gustav Winberg, COO & Co-founder gustav.winberg@readly.com ph: +46 (0)72 187 79 70 Look forward to hearing from you