ACBA Future Of The (Text)Book


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Presentation to the Australian Campus Booksellers Association on changing consumer behaviours and how this impacts on reading, sharing and booksellers on campus.

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  • This is a TV, magazine, newspaper, computer, radio, music player, book.
  • Highly creative I was talking to someone yesterday, who said, we have a saying in Holland which is that the value in cheese is in the holes MySpace, for example is the holes in the cheese. Murdoch bought holes, he didn't buy cheese.
  • Only 67% of apps are used more than 30 days after they're downloaded, 32% of apps are used more than 60 days after they're downloaded, and just 25% of apps are used more than 90 days after they're downloaded
  • ACBA Future Of The (Text)Book

    1. 1. The changing nature of consumer
    2. 2. <ul><li>I have broadband internet at home </li></ul><ul><li>I use Internet Banking </li></ul><ul><li>I have bought AND sold on EBay </li></ul><ul><li>I have used instant messaging </li></ul><ul><li>I have uploaded a photo of myself to a website </li></ul><ul><li>I use my laptop in my living room </li></ul><ul><li>I have used my mobile to look at a website </li></ul><ul><li>I have a posted a story on a blog </li></ul><ul><li>I tweet </li></ul><ul><li>I used the internet to find a date </li></ul><ul><li>I broke up with my internet date using twitter </li></ul>Hat Tip to Iain MacDonald - Amnesia
    3. 4. <ul><li>All of the world's trade conducted in 1949 now happens in a single day today </li></ul><ul><li>All the foreign exchange deals done in 1979 now happen in a single day </li></ul><ul><li>As do all the telephone calls made around the world in 1984 </li></ul><ul><li>And we believe that all of the internet traffic in the world in 2002 now happens in a single day </li></ul><ul><li>(and YouTube is another matter…. scary!) </li></ul>
    4. 5. Did you know:
    5. 6. Base: Australians Online
    6. 7. <ul><li>Using a Mobile Phone 95% </li></ul><ul><li>Online Sending/Receiving Email 94% </li></ul><ul><li>Sending or Receiving an SMS 87% </li></ul><ul><li>Downloading/Listening to Audio Online 84% </li></ul><ul><li>Listening to the Radio 78% </li></ul><ul><li>Visiting a Social Networking Site 67% </li></ul><ul><li>Shopping Online 60% </li></ul><ul><li>Reading a Newspaper 34% </li></ul><ul><li>Watching Primetime TV at Home 33% </li></ul><ul><li>Using Mobile to get Information 26% </li></ul><ul><li>Watching TV/Video on Mobile 25% </li></ul><ul><li>Reading Magazines 23% </li></ul><ul><li>Sources: Asia Pacific Consumer Technographics Survey, 2008 </li></ul><ul><li>Television Ratings in Australia, 2008 </li></ul><ul><li>Data compiled by NationMaster from OzTam, TV Networks </li></ul><ul><li>Nielsen Media Research </li></ul>
    7. 9. Over time Over a single day Source: Nielsen Internet and Technology Report
    8. 10. Multitasking
    9. 12. <ul><li>We can time shift out view, and skip ads </li></ul><ul><ul><li>Video, DVD, hard disk recorders (DVD) </li></ul></ul><ul><li>We can place shift our viewing </li></ul><ul><ul><li>Sling box, side loading, portable devices </li></ul></ul><ul><li>We can chose what we want, when we want </li></ul><ul><ul><li>Bit Torrent, Hulu, Veoh etc </li></ul></ul><ul><li>We can watch our friends, peers, strangers </li></ul><ul><ul><li>YouTube, Vimeo, Viddler – found and filtered </li></ul></ul><ul><li>We can augment this </li></ul><ul><ul><li>And add to our world in rich visual ways </li></ul></ul>
    10. 13. All this into….
    11. 15. There was a horse galloping along a beach….
    12. 19. <ul><li>eBooks </li></ul><ul><li>Games </li></ul><ul><li>Interactive stories </li></ul><ul><li>Mobile </li></ul><ul><ul><li>As eBooks readers </li></ul></ul><ul><li>Graphic novels </li></ul><ul><ul><li>As mobile stories </li></ul></ul><ul><li>Mash-up tools </li></ul><ul><li>Video, </li></ul><ul><ul><li>sometimes in game worlds, </li></ul></ul><ul><ul><ul><li>with you as the character </li></ul></ul></ul>
    13. 20. <ul><li>Cory Doctorow / Lawrence lessig </li></ul>Then Larry Lessig released his book “Free Culture”, that was published by Penguin books (another media giant publisher) online under a Creative Commons license
    14. 21. <ul><li>We start our search on Google </li></ul><ul><li>We go to our friends for recommendations </li></ul><ul><li>For those internet connected individuals: </li></ul><ul><ul><li>They are three times more influenced by their peers than by formal commentators (including critics, journalists and other paid professionals) </li></ul></ul><ul><ul><li>They are 85.9% more like to trust review from their peers (community) over a critics comment or review </li></ul></ul><ul><ul><li>(best for last) They are 84% more likely to trust any user review over that from a critic </li></ul></ul>
    15. 23. Effect of Marketing Communications to purchase decisions: 29% Effect of word-of-mouth (recommendation) to purchase decisions: 71% Source: Xtract Ltd. Brand person person person person person person person Brand person
    16. 24. <ul><li>An empowered and ‘always on’ generation </li></ul><ul><li>Aged: 13 – 29 (cross over with Gen Y) </li></ul><ul><li>Initially known as the ‘click and go’ generation, ‘C’ can stand for any and all of the following: </li></ul><ul><ul><li>Community Connected Celebrity! </li></ul></ul><ul><ul><li>Creative Content </li></ul></ul><ul><li>Home: MySpace, FaceBook, youTube, Fark, </li></ul><ul><li>Device: mobile phone </li></ul><ul><li>Communication: Social Networks, MSN, SMS (email) </li></ul><ul><li>Network: 90+ (Dunbar: 150), core group of (5-6) & (10 -15) </li></ul>
    17. 25. <ul><li>Will never read a newspaper but like some magazines </li></ul><ul><li>Will never own a land-line phone (and maybe not a watch) </li></ul><ul><li>Will not watch TV on someone else’s schedule much longer </li></ul><ul><li>Trust unknown peers more than experts </li></ul><ul><li>Little interest in the source of information - aggregation </li></ul><ul><li>Community at the center of Internet experience </li></ul><ul><li>Think not interested in advertising/affected by brand </li></ul><ul><li>Move content from platform to platform without restriction </li></ul><ul><li>Want to be heard (user generated) </li></ul><ul><li>Use Instant Messenger, Social Networks (as well as SMS) </li></ul><ul><li>Think e-mail is for their parents </li></ul>
    18. 27. <ul><li>Google books settlement </li></ul><ul><ul><li>If only 20% of a book is relevant...... </li></ul></ul><ul><li>BitTorrent may have a role </li></ul><ul><li>Crowdsourcing may be the bigger threat </li></ul><ul><ul><li>Self organising groups who scan/digitise what they need </li></ul></ul><ul><ul><li>And provide this on to people </li></ul></ul><ul><li>eBooks readers – will they ever compete with a mobile phone </li></ul><ul><ul><li>Or will the mobile just become the reader? </li></ul></ul><ul><li>Print on Demand (just chapter 6, please) </li></ul><ul><li>Digital is ‘rent’ not buy.... </li></ul>
    19. 32. <ul><li>Available on torrent sites, under a creative commons license </li></ul><ul><li>The whole package (36 tracks) could be downloaded though NiN’s site $5 </li></ul><ul><li>There was also a 2xCD box set for $10 bucks; a “deluxe limited edition package” for $70, and an “ultra-deluxe limited edition” for $300 </li></ul><ul><li>In first week sales after its release, the album “sold out” of its run of 2,500 “Ultra-Deluxe Limited Edition” versions (complete with vinyl, deluxe packaging and a Reznor autograph) </li></ul><ul><li>In all, 781,917 transactions were made for the album, (some downloaded a quarter of the album for free) with the rest paying as above </li></ul><ul><li>The album was released on March 2 nd 2008 and in the first week made $1,619,420 </li></ul>
    20. 34. <ul><li>eBay: </li></ul><ul><ul><li>opens up API for off-site sales. Sales up by 86% </li></ul></ul><ul><li>Amazon: </li></ul><ul><ul><li>Provides widget to embed on other sites. Sales up by $490m </li></ul></ul><ul><li>Facebook Connect: </li></ul><ul><ul><li>As registration: 30-200% increase </li></ul></ul><ul><ul><li>As engagement: 15-100% increase </li></ul></ul><ul><ul><li>As traffic: 30- 100% (Digg research) </li></ul></ul><ul><ul><li>Page views: 99% increase </li></ul></ul><ul><ul><li>Clicks: a Facebook story = 3 clicks </li></ul></ul><ul><li>Better? No, just more social </li></ul><ul><li>(and just more!) </li></ul>
    21. 35.
    22. 36. Lost Generation:
    23. 37. <ul><li>Marshall McLuhan </li></ul>
    24. 38. There’s no ‘Kodak’ moment, But embrace the future or be redundant
    25. 39. [email_address] +61 414 59 58 57 @JenWilsonSydney