The Future of eTextbooks - The “Smarter Learning” Approach by Martin Marlow, Maverick Outsourcing


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Panelist 1 of 4
Thursday, November 4, 2010
3:00 - 3:45 PM

eTextbooks are the last major eBook category to open up to active experimentation. Recently a number of new business models, pricing ideas and products are being explored by major Publishers. New market entrants are also developing innovative approaches that in some cases challenge, and in others sit alongside the established players.
But with all this activity, are these innovations what students and lecturers really want? Do they support the evolution of teaching and effectively increase student engagement in academic study? Do they enhance and expand the future of higher education?
Drawing on new statistics and feedback from recent market research studies in Europe and the US and reviewing recent industry announcements, product releases and partnerships, this session will present the varying views and perspectives of differing constituents in the supply chain (including the library, publishers, aggregators and platform providers).
The panel will review the developing eTextbook market dynamics and discuss how publishers, service providers as well as libraries are, or should be, responding. It will debate the emerging product trends and how they fit evolving learning styles and current workflows. It will also reflect on services of tomorrow including what the students may want to use and how.

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The Future of eTextbooks - The “Smarter Learning” Approach by Martin Marlow, Maverick Outsourcing

  1. 1. The Future of eTextbooks - The “Smarter Learning” Approach The Charleston Conference, 2010. Martin Marlow (Maverick OS) Jim Mouw (University of Chicago) Amil Tolia (Reference Tree) William Chesser (VitalSource)
  2. 2. By the numbers........ • Total Textbook market = $15.2 billion (2009) rising to $16.6 billion 2012 (2.6% CAGR) • 44% ($7.32bn) Post Secondary market • 56% ($9.3bn) K-12 • Geographic Split (2012) • US = $9.34bn (56% - higher than BISG estimate of $7.3bn); • Americas as a whole = $9.97bn (60%) • EMEA = $3.72bn (22%) • AP $2.93bn (18%). • Digital TextBooks (K-12 / post secondary combined) • Will increase from $1.76bn 2009 ; $3.66bn 2012; $4.1bn 2013. • Will grow at around 25% CAGR to 2012. • Digital Tipping point • Past 2020 (very gradual adoption) • 2020 – total market $18bn; digital = $8.3bn; print = $9.7bn Numbers courtesy of the May 2010 Outsell report "Future of the Textbook Marketplace report".
  3. 3. The market is shifting.....Influence(r)s, shakers and movers.... • Technology, Platforms and handhelds • Publishers experimenting and pushing (some) envelopes..... • New market entrants (clouding the issue?) with new models and VAS's • M+A and partnerships as people "jostle on the starting line” • Government and state authorities getting involved • Pupils, Lecturers (and Institutions) "doing it for themselves“ • Libraries debating their future role.....
  4. 4. Today’s panel debate....... But... • Is it really what users want or need? • Will users - or publishers - move fast or slow? • What role(s) will the links in the supply chain play ? • How will this affect education standards and teaching practices? • What will the e-textbook of the future look like? • a collection of linked, interactive content? • Will local content be included? • Who will have editorial control and what of copyright v. fair use? • What’s the price? Which are the winning business models? Which “bits” will we be buying? • Who will be the ultimate winners and losers?