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inside
      piracy
What we can learn from pirates
Introduction

                        Timo Boezeman
         Digital Publisher for Arbeiderspers|A.W. Bruna Publishers
   ...
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
Who is the pirate?

         Technology adoption lifecycle




inside
piracy                               @boezeman for #...
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
What is piracy?

                        Piracy ≠ theft




         Theft removes the original   Piracy makes a copy




...
“The losses due to piracy are far
    outweighed by the benefits of the free
            flow of information.”
           ...
But piracy is bad, right?!

            Of course it is!




inside
piracy                         @boezeman for #ibt12
So we should fight it!

            “We should hunt them down,
         shut them off and put them on trial!”




inside
p...
So we should fight it!

            “We should hunt them down,
         shut them off and put them on trial!”

           ...
Why do people pirate?

                     Not because:
          -   They see publishers as greedy grabbers
            ...
Why do people pirate?

          But because of three reasons:
            -   Large number of titles available
          ...
What you shouldn’t do

            Don’t think in terms of:
                       -        Threats
                      ...
What you shouldn’t do

           So don’t go fighting piracy:
                     -     You can’t stop it
             -...
What you shouldn’t do

             And also don’t think that:
             -    Every download is a missed sale
         ...
How you should see it

         Piracy is a sign that the world has
                changed (digitized).

           That ...
“My problem isn't piracy, it's obscurity.”
           Cory Doctorow (blogger, journalist)




inside
piracy               ...
What you should do

             Think in terms of:
               -        Opportunities
                   -    Advantag...
What you should do

See piracy as something you can learn from:
               -        Complete title catalogue
         ...
What you should do

                          So, rather:
           -     Focus for 100% on your potential buyers
       ...
What you should do

   The best way to deal with piracy is three-fold:
   -       Offer your titles in different editions/...
“Pirating can act as an introduction to an
                artist’s work.”
            Paulo Coelho (Brazilian author)



...
Look at other industries

         What have they done wrong?




inside
piracy                            @boezeman for #...
Look at other industries

           What have they done wrong?

         Don’t make those mistakes yourself




inside
pi...
Look at other industries

         What have they done right?




inside
piracy                                @boezeman f...
Look at other industries

         What have they done right?

     Try to translate that to the book world




inside
pir...
What did they do wrong?
    - Very slow reaction to a changing and digitizing world
             (where Napster and Kazaa ...
What did they do right?
         - Come with a strong new business model (Spotify)
                     - Complete title c...
How can we copy that?

Almost everything can be copied to our world:
        - Enlarge the title catalogue for as far as y...
Summed up
Do                                    Don’t
Think in: opportunities, advantages   Think in: threats, fears, laws...
“Why join the navy if you can be a pirate?”
                  Steve Jobs




inside
piracy                             @bo...
Thank you!



         Any questions?




inside
piracy                    @boezeman for #ibt12
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Inside Piracy

  1. 1. inside piracy What we can learn from pirates
  2. 2. Introduction Timo Boezeman Digital Publisher for Arbeiderspers|A.W. Bruna Publishers The largest Dutch commercial publisher Twitter @boezeman Blogs boekeman.blogspot.com (Dutch) futurebook.net/blogs/timo-boezeman (English) inside piracy
  3. 3. Who is the pirate? inside piracy @boezeman for #ibt12
  4. 4. Who is the pirate? inside piracy @boezeman for #ibt12
  5. 5. Who is the pirate? inside piracy @boezeman for #ibt12
  6. 6. Who is the pirate? inside piracy @boezeman for #ibt12
  7. 7. Who is the pirate? Technology adoption lifecycle inside piracy @boezeman for #ibt12
  8. 8. Who is the pirate? inside piracy @boezeman for #ibt12
  9. 9. Who is the pirate? inside piracy @boezeman for #ibt12
  10. 10. What is piracy? Piracy ≠ theft Theft removes the original Piracy makes a copy inside piracy @boezeman for #ibt12
  11. 11. “The losses due to piracy are far outweighed by the benefits of the free flow of information.” Tim O’Reilly inside piracy @boezeman for #ibt12
  12. 12. But piracy is bad, right?! Of course it is! inside piracy @boezeman for #ibt12
  13. 13. So we should fight it! “We should hunt them down, shut them off and put them on trial!” inside piracy @boezeman for #ibt12
  14. 14. So we should fight it! “We should hunt them down, shut them off and put them on trial!” No. inside piracy @boezeman for #ibt12
  15. 15. Why do people pirate? Not because: - They see publishers as greedy grabbers - They hate copyright - They just don’t want to pay inside piracy @boezeman for #ibt12
  16. 16. Why do people pirate? But because of three reasons: - Large number of titles available - Low price - Ease of use inside piracy @boezeman for #ibt12
  17. 17. What you shouldn’t do Don’t think in terms of: - Threats - Fears - Lawsuits inside piracy @boezeman for #ibt12
  18. 18. What you shouldn’t do So don’t go fighting piracy: - You can’t stop it - It will cost you time and money - It will hurt your image inside piracy @boezeman for #ibt12
  19. 19. What you shouldn’t do And also don’t think that: - Every download is a missed sale - Stop publishing e-books will stop piracy - People want everything for free - The world is still divided in territories inside piracy @boezeman for #ibt12
  20. 20. How you should see it Piracy is a sign that the world has changed (digitized). That world is reality. It’s now! Fighting against that world is the dumbest thing you can do. inside piracy @boezeman for #ibt12
  21. 21. “My problem isn't piracy, it's obscurity.” Cory Doctorow (blogger, journalist) inside piracy @boezeman for #ibt12
  22. 22. What you should do Think in terms of: - Opportunities - Advantages - Learning - Adaptation inside piracy @boezeman for #ibt12
  23. 23. What you should do See piracy as something you can learn from: - Complete title catalogue - In all desired file formats - Works on every device - Without DRM or other hassle - In logical bundles inside piracy @boezeman for #ibt12
  24. 24. What you should do So, rather: - Focus for 100% on your potential buyers - See it as sampling, people being interested - Take over control and spread it yourself - Launch your titles worldwide at the same time - See it as something you can learn from inside piracy @boezeman for #ibt12
  25. 25. What you should do The best way to deal with piracy is three-fold: - Offer your titles in different editions/file formats (tastes) - Offer price variations from free to very expensive - Get rid of all the hassle inside piracy @boezeman for #ibt12
  26. 26. “Pirating can act as an introduction to an artist’s work.” Paulo Coelho (Brazilian author) inside piracy @boezeman for #ibt12
  27. 27. Look at other industries What have they done wrong? inside piracy @boezeman for #ibt12
  28. 28. Look at other industries What have they done wrong? Don’t make those mistakes yourself inside piracy @boezeman for #ibt12
  29. 29. Look at other industries What have they done right? inside piracy @boezeman for #ibt12
  30. 30. Look at other industries What have they done right? Try to translate that to the book world inside piracy @boezeman for #ibt12
  31. 31. What did they do wrong? - Very slow reaction to a changing and digitizing world (where Napster and Kazaa where quick) - Limited title catalogue - Device-dependent files - DRM - High prices (to close to their physical equivalent) - Delayed launching in other territories - Lawsuits (i.e. Metallica vs. Napster) inside piracy @boezeman for #ibt12
  32. 32. What did they do right? - Come with a strong new business model (Spotify) - Complete title catalogue - Device-independent files - No more DRM or complete ecosystems (iTunes) - Better pricing (thanks to iTunes and Spotify) inside piracy @boezeman for #ibt12
  33. 33. How can we copy that? Almost everything can be copied to our world: - Enlarge the title catalogue for as far as you can - Make your files compatible with all devices - Leave out the DRM, or use social DRM/watermarking (which doesn’t annoy the consumer) - Look for a better pricing, which reflects the feeling you have with digital (and this doesn’t mean free) - Dare to experiment with new business models (freemium, streaming services like 24Symbols) - Dare to launch worldwide simultaneously inside piracy @boezeman for #ibt12
  34. 34. Summed up Do Don’t Think in: opportunities, advantages Think in: threats, fears, lawsuits and lessons learned Think that: piracy = missed sales Focus for 100% on potential buyers Think people want everything for free See piracy as sampling Fight piracy Take over control Be slow Offer a complete title catalogue Offer little titles Which works on every device Use DRM Without any hassle Price high Learn from piracy Think in territories Launch worldwide the same time Frustrate your customers Experiment with new business models inside piracy @boezeman for #ibt12
  35. 35. “Why join the navy if you can be a pirate?” Steve Jobs inside piracy @boezeman for #ibt12
  36. 36. Thank you! Any questions? inside piracy @boezeman for #ibt12
  • StigRabben

    Oct. 2, 2014
  • zheng

    Feb. 7, 2012
  • FrancescaMeloni1

    Feb. 6, 2012

Timo Boezeman explains piracy to publishers, with some to do and to do not

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