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12 Months of Learning about eBooks in 40 minutes

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At BookNet Canada’s Technology Forum 2010, I condensed down 12 months of learnings, lessons, mistakes, and improvements into 40 minutes (ok, maybe 45.) This also had pieces from the “missing” Tools of Change presentation that I couldn’t give in February, so it’s really two presentations in one. So rather than having to fire up your own hyperdynamic, warp-speed-running ebook startup, you can get the benefit of all of our best insights from the comfort of your own home.

Includes:
* Two early mistakes we made and how we fixed them
* 5 things that every publisher must have to win in ebooks
* Why Kobo jumped into the eInk game with the $149 eReader
* A day (and a week!) in the life of a digital reader
* The answer to the age-old question: “If Charlotte Bronte fought Stephenie Meyer, who would win?”
* The four other meanings of Kobo.

Published in: Technology

12 Months of Learning about eBooks in 40 minutes

  1. 1. crazy sh*t happens
  2. 2. 12 months of learnings about ebooks in 40 minutes
  3. 3. (a love story)
  4. 4. (and data-rich)
  5. 5. (delicious & nutritious)
  6. 6. #bnc10
  7. 7. #gatheringofbeautifulnerds
  8. 8. Michael Tamblyn @mtamblyn
  9. 9. #kobo
  10. 10. 40 minutes
  11. 11. 12 things we’ve learned
  12. 12. 2 early mistakes
  13. 13. and how we fixed them
  14. 14. what we learned
  15. 15. about selling ebooks
  16. 16. about the ebook reader
  17. 17. devices
  18. 18. apps
  19. 19. in the past 12 months
  20. 20. 175,200 : 1
  21. 21. highly loss-y
  22. 22. 00:03
  23. 23. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  24. 24. (happy birthday)
  25. 25. February 27th, 2009
  26. 26. September 2009
  27. 27. Estimate: Lose 5-10% of print sales to ebooks in 5 years
  28. 28. Choice:
  29. 29. a) Let someone else take 5-10% of Indigo’s sales.
  30. 30. b) Enter the ereading market and take it ourselves.
  31. 31. Strategy: Build Your Own Competition
  32. 32. People are pressed for time.
  33. 33. Available time is fragmented.
  34. 34. Therefore...
  35. 35. Offer a reading experience that works with devices they already have...
  36. 36. ...with a mix of long and short content.
  37. 37. 3 out of 4 were true.
  38. 38. Pressed for time Time is fragmented Devices they already own Long and short content
  39. 39. ✔ Pressed for time Time is fragmented Devices they already own Long and short content
  40. 40. ✔ Pressed for time ✔ Time is fragmented Devices they already own Long and short content
  41. 41. ✔ Pressed for time ✔ Time is fragmented ✔ Devices they already own Long and short content
  42. 42. ✔ Pressed for time ✔ Time is fragmented ✔ Devices they already own ✖ Long and short content
  43. 43. ✔ Pressed for time ✔ Time is fragmented ✔ Devices they already own ✖ Long and short content
  44. 44. Mistake #1
  45. 45. eBooks chapters short stories articles blogs magazines newspapers
  46. 46. eBooks chapters short stories articles blogs magazines newspapers
  47. 47. Long form reading is alive and well on mobile devices.
  48. 48. 756 pages
  49. 49. 756 pages 1074 pages
  50. 50. 756 pages 1074 pages 528 pages
  51. 51. eBooks chapters short stories articles blogs magazines newspapers
  52. 52. ...we had changes to make.
  53. 53. Focus on ebooks. Fast.
  54. 54. And we did.
  55. 55. (Make mistakes, adjust, move on. As fast as humanly possible.)
  56. 56. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  57. 57. Massive software rebuild.
  58. 58. Optimized for ebooks.
  59. 59. Mistake #2
  60. 60. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  61. 61. Too long.
  62. 62. New Rules:
  63. 63. Release early, release often.
  64. 64. Small, cross-functional development teams.
  65. 65. Mix: UX, Dev, QA
  66. 66. Agile Development Process
  67. 67. Lightweight specifications
  68. 68. Release-ready software every two weeks
  69. 69. New releases every 4 weeks
  70. 70. Web iPhone Blackberry Palm Pre Android Core/Infrastructure Content Processing
  71. 71. Release early, release often.
  72. 72. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  73. 73. I joined Kobo.
  74. 74. Content, Sales & Merchandising
  75. 75. What do customers want?
  76. 76. What do they read?
  77. 77. Escape first, information second.
  78. 78. Fiction dominates for now (smartphones and eInk favour text)
  79. 79. Illustration-heavy categories with illustrated works are handicapped, but not for long...
  80. 80. When do they read?
  81. 81. Average Purchases by Day Mon Tues Wed Thurs Fri Sat Sun
  82. 82. Sales consistent through day and evening
  83. 83. Sales consistent through day and evening Lunchtime
  84. 84. Sales consistent through day and evening Lunchtime Commute
  85. 85. Sales consistent through day and evening Lunchtime Commute Before bed
  86. 86. Sales consistent through day and evening Newspapers Lunchtime Commute Before bed
  87. 87. This is a new release market.
  88. 88. New releases sell well… 19
  89. 89. unless the ebook release is delayed.
  90. 90. Sales impact of windowing. 20
  91. 91. (Obsessive customer analysis)
  92. 92. Paging vs. scrolling
  93. 93. We got ripped.
  94. 94. Scrolling vs. Paging 25% scrolling 75% paging
  95. 95. Scrolled pages are 4x as long.
  96. 96. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  97. 97. Price.
  98. 98. $9.99
  99. 99. $10
  100. 100. Price and Value
  101. 101. “Defend the price of hardcovers”
  102. 102. “Preserving the perceived value of the book.”
  103. 103. ebook price = print price
  104. 104. What do readers think an ebook is worth?
  105. 105. Warning: this next section of slides has been presented at a previous conference, but the presenter really likes them and hopes you will too. Frequent publishing conference-goers may experience deja-vu, ennui, or a desire to check email. Snarky twitter comments may begin now.
  106. 106. Publisher-Provided List Price (Trade)
  107. 107. Publisher-Provided List Price (Trade) First formats
  108. 108. Publisher-Provided List Price (Trade) Trade First paper formats
  109. 109. Publisher-Provided List Price (Trade) Mass Trade First market paper formats
  110. 110. Publisher-Provided List Price (Trade) “Old Mass, Mass Trade First Self pub” market paper formats
  111. 111. People will not buy $20 trade ebooks.
  112. 112. Publisher-Provided List Price (Trade) “Old Mass, Mass Trade First Self pub” market paper formats
  113. 113. Unit Sales by Price Point (Trade, in USD) Unit sales by price-point
  114. 114. Unit Sales by Price Point (Trade, in USD) The Mass Market Foothills Unit sales by price-point
  115. 115. Unit Sales by Price Point (Trade, in USD) The Mass Market Foothills Unit sales by price-point The Garden of the Lovely, Old, Unique and Weird
  116. 116. Unit Sales by Price Point (Trade, in USD) The Pinnacle of The Mass Negative Market Margin Foothills Unit sales by price-point The Garden of the Lovely, Old, Unique and Weird
  117. 117. Unit Sales by Price Point (Trade, in USD) The Mass “The Hurt Market Locker” Foothills Unit sales by price-point The Garden of the Lovely, Old, Unique and Weird
  118. 118. Unit Sales by Price Point (Trade, in USD) The Mass “The Hurt Market Locker” Foothills The Barren, Unit sales by price-point The Garden Rocky Plain of of the Lovely, Publisher Old, Unique Wishful and Weird Thinking
  119. 119. Unit Sales by Price Point (Trade, in USD) The Mass “The Hurt Market Locker” Foothills Unit sales by price-point The Garden of the Lovely, **For print Old, Unique only** and Weird
  120. 120. Unit Sales by Price Point (Trade, in USD) Unit sales by price-point
  121. 121. Unit Sales by Price Point (Trade, in USD) $9.99 Unit sales by price-point
  122. 122. Unit Sales by Price Point (Trade, in USD) $9.99 <$9.99 Unit sales by price-point
  123. 123. Unit Sales by Price Point (Trade, in USD) $9.99 <$9.99 +$9.99 Unit sales by price-point
  124. 124. razor thin margins a lot of scale multiple markets
  125. 125. Unit Sales by Price Point (Trade, in USD) $9.99 Unit sales by price-point
  126. 126. Publisher-Provided List Price (Trade) First formats
  127. 127. $8.76*
  128. 128. $8.76* *excluding textbooks/STM
  129. 129. “Could prices be higher?”
  130. 130. 2 schools of thought
  131. 131. #1 Consumers would pay more, we’ve just never asked them to.
  132. 132. #2 eBooks have both lower cost and limitations on their use. Therefore ebooks should be much cheaper than paper.
  133. 133. Both are true.
  134. 134. Which one is more true?
  135. 135. #1 Consumers would pay more, we’ve just never asked them to.
  136. 136. Instant. Can buy whenever, wherever. Cost savings vs. print. Convenience - easier to carry. Not tied to a particular device. Read on mobile devices/smartphones. Read offline (don’t need an internet connection.) Highlight/annotate.
  137. 137. 1. Instant. Can buy whenever, wherever. 2. Convenience - easier to carry. 3. Not tied to a particular device. 4. Read on smartphones/mobile devices. 5. Cost savings vs. print. 6. Read offline (don’t need an internet connection.) 7. Highlight/annotate.
  138. 138. Suggests there is some room to move price. (Just not much.)
  139. 139. #2 eBooks have both lower cost and limitations on their use. Therefore ebooks should be cheaper.
  140. 140. Also true.
  141. 141. ~$14.15
  142. 142. what’s missing
  143. 143. eBook $9.99
  144. 144. mysterious print premium $4.16 eBook $9.99
  145. 145. mysterious print premium $4.16 eBook $9.99
  146. 146. eBook $9.99
  147. 147. Can’t lend it. Can’t share it with family. eBook $9.99
  148. 148. Can’t lend it. Can’t share it with family. May be tied to a device. eBook $9.99
  149. 149. Can’t lend it. Can’t share it with family. May be tied to a device. May be tied to a retailer. eBook $9.99
  150. 150. Can’t lend it. Can’t share it with family. May be tied to a device. May be tied to a retailer. Proprietary DRM. eBook $9.99
  151. 151. Can’t lend it. Can’t share it with family. May be tied to a device. May be tied to a retailer. Proprietary DRM. Lacks the permanence of eBook paper. $9.99
  152. 152. “That will be $14.15...
  153. 153. ...and I need you to sign this license.”
  154. 154. “It says...
  155. 155. These terms apply to all users of the Service, whether or not you are a Registered User. A. You shall use the Service for lawful purposes only. you shall not post or transmit through the Service any material that (i) violates or infringes in any way upon the rights of others, (ii) is unlawful, threatening, abusive, defamatory, invasive of privacy or publicity rights, vulgar, obscene, profane or otherwise objectionable, or (iii) encourages conduct that would constitute a criminal offense, gives rise to civil liability or otherwise violate any law. Without Kobo's express prior approval, you shall not post or transmit through the Service any material that contains advertising or any solicitation with respect to products or services. You shall not use the Service to advertise or perform any commercial solicitation, including, without limitation, the solicitation of users to become subscribers of other on-line information services. Any conduct by you that in Kobo's discretion restricts or inhibits any other user from using or enjoying the Service will not be permitted. B. All content on the Service, including but not limited to designs, text, graphics, pictures, video, information, applications, software, music, sound and other files, and their selection and arrangement ("Site Content"), save and except for any literary works are the proprietary property of Kobo or its licensors with all rights reserved. No Site Content may be modified, copied, distributed, framed, reproduced, republished, downloaded, displayed, posted, transmitted, or sold in any form or by any means, in whole or in part, without Kobo's prior written permission. Provided that you are eligible for use of the Service and subject to these Terms of Use, you are granted a limited license to access the Service and the Site Content and to download or print a copy of any portion of the Site Content to which you have properly gained access solely for your personal, non- commercial use, provided that you keep all copyright and other proprietary notices intact. You may not upload or republish Site Content on any Internet, Intranet or Extranet site or incorporate the information in any other database or compilation, and any other use of the Site Content is strictly prohibited. The foregoing license is subject to these Terms of Use and does not include use of any data mining, robots or similar data gathering or extraction methods. Any use of the Service or the Site Content other than as specifically authorized herein, without the prior written permission of Kobo, is strictly prohibited and will terminate the license granted herein. Such unauthorized use may also violate applicable laws including without limitation copyright and trade-mark laws and applicable communications regulations and statutes. Unless explicitly stated herein, nothing in these terms and conditions shall be construed as conferring any license to intellectual property rights, whether by estoppel, implication or otherwise. This license is revocable by Kobo at any time without notice and with or without cause. C. You shall not upload, post or otherwise make available on the Service any material protected by copyright, trademark or other proprietary right without the express permission of the owner of the copyright, trademark or other proprietary right and the burden of determining that any material is not protected by copyright rests with you. You shall be solely liable for any damage resulting from any infringement of copyrights, proprietary rights, or any other harm resulting from such a submission. By submitting material to any public area of the Service, you automatically grant, or warrant that the owner of such material has expressly granted Kobo the royalty-free, worldwide, perpetual, irrevocable, non-exclusive right and license to use, reproduce, modify, adapt, publish, display, translate and distribute such material (in whole or in part) and/or to incorporate it in other works in any form, media or technology now known or hereafter developed. You also permit any other user of the Service to access, view, store or reproduce the material for that user's personal use. You grant Kobo the right to
  156. 156. literary works provided to Kobo for sale on the Service by a publisher or other content provider. D. You may not obscure or misrepresent your geographical location, forge headers, use proxies, use IP spoofing or otherwise manipulate identifiers in order to disguise the origin of any message or transmittal you send on or through the Service. You may not pretend that you are, or that you represent, someone else, or impersonate any other individual or entity. E. You are prohibited from violating or attempting to violate the security of the Service, including, without limitation: (a) accessing data not intended for you, including logging into a server or account which you not authorized to access; (b) attempting to probe, scan or test the vulnerability of a system or network to breach security or authentication measures without proper authorization; (c) using any "deep-link", "page-scrape", "robot", "spider" or other automatic device, program, algorithm or methodology, or any similar or equivalent manual process, to access, acquire, copy or monitor any portion of the Service or any Site Content, or in any way reproduce or circumvent the navigational structure or presentation of the Service or any Site Content, to obtain or attempt to obtain any materials, documents or information through any means not purposely made available through the Site; (d) taking any action that imposes an unreasonable or disproportionately large load on the infrastructure of the Service or Kobo's systems or networks, or any systems or networks connected to the Service or to Kobo' (e) conducting a reverse look-up, tracing or seeking to trace any information on any other user, Registered User or visitor to the Service, or any other customer of Kobo, to its source, or exploit the Service or any service or information made available or offered by or through the Service, in any way where the purpose is to reveal any information, including but not limited to personal identification or information, other than your own information, as provided for by the Service; (f) attempting to interfere with, disrupt or disable service to any user, host or network, including, without limitation, via means of "denial of service" attacks, overloading, "flooding", "mailbombing" or "crashing"; (g) forging any TCP/IP packet header or any part of the header information in any e-mail or newsgroup posting; (h) disrupt network nodes or network services or otherwise restrict, inhibit, disrupt or impede Kobo's ability to monitor or make available the Service; or (i) taking any action in order to obtain services to which you are not entitled. Violations of system or network security may result in civil or criminal liability. Kobo will investigate occurrences which may involve such violations and may involve, and cooperate with, law enforcement authorities in prosecuting any user (whether o not a Registered User) who is involved in such violations.
  157. 157. edit, copy, display, publish and distribute any material made available on the Service by you. The foregoing does not apply to literary works provided to Kobo for sale on the Service by a publisher or other content provider. D. You may not obscure or misrepresent your geographical location, forge headers, use proxies, use IP spoofing or otherwise manipulate identifiers in order to disguise the origin of any message or transmittal you send on or through the Service. You may not pretend that you are, or that you represent, someone else, or impersonate any other individual or entity. E. You are prohibited from violating or attempting to violate the security of the Service, including, without limitation: (a) accessing data not intended for you, including logging into a server or account which you not authorized to access; (b) attempting to probe, scan or test the vulnerability of a system or network to breach security or authentication measures without proper authorization; (c) using any "deep-link", "page-scrape", "robot", "spider" or other automatic device, program, algorithm or methodology, or any similar or equivalent manual process, to access, acquire, copy or monitor any portion of the Service or any Site Content, or in any way reproduce or circumvent the navigational structure or presentation of the Service or any Site Content, to obtain or attempt to obtain any materials, documents or information through any means not purposely made available through the Site; (d) taking any action that imposes an unreasonable or disproportionately large load on the infrastructure of the Service or Kobo's systems or networks, or any systems or networks connected to the Service or to Kobo' (e) conducting a reverse look-up, tracing or seeking to trace any information on any other user, Registered User or visitor to the Service, or any other customer of Kobo, to its source, or exploit the Service or any service or information made available or offered by or through the Service, in any way where the purpose is to reveal any information, including but not limited to personal identification or information, other than your own information, as provided for by the Service; (f) attempting to interfere with, disrupt or disable service to any user, host or network, including, without limitation, via means of "denial of service" attacks, overloading, "flooding", "mailbombing" or "crashing"; (g) forging any TCP/IP packet header or any part of the header information in any e-mail or newsgroup posting; (h) disrupt network nodes or network services or otherwise restrict, inhibit, disrupt or impede Kobo's ability to monitor or make available the Service; or (i) taking any action in order to obtain services to which you are not entitled. Violations of system or network security may result in civil or criminal liability. Kobo will investigate occurrences which may involve such violations and may involve, and cooperate with, law enforcement authorities in prosecuting any user (whether or
  158. 158. “...only you can read it...”
  159. 159. “You cannot lend it.”
  160. 160. “Or sell it used.”
  161. 161. “You don’t really own it.”
  162. 162. “You’ve licensed it.”
  163. 163. “Enjoy.”
  164. 164. Wouldn’t you want to pay less?
  165. 165. That’s the pricing dynamic we’re in.
  166. 166. “Cheaper” is not the only perceived value in ebooks. Or the most important one.
  167. 167. Ignore customer price tolerance at your peril.
  168. 168. The less a customer can do with an ebook (vs. paper), the lower the value.
  169. 169. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  170. 170. Time to raise money! Creative Commons: Mark Coggins
  171. 171. The App Store doesn’t care about your VC meeting.
  172. 172. The App Store doesn’t care about your VC meeting. ^ board
  173. 173. The App Store doesn’t care about your VC meeting. ^ budget approval
  174. 174. The App Store doesn’t care about your VC meeting. ^ product launch date
  175. 175. The App Store doesn’t care about your VC meeting. ^ mom’s birthday
  176. 176. 8 1/2 weeks
  177. 177. multiple platforms
  178. 178. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  179. 179. multiple platforms
  180. 180. Why should a customer ever be tied to a single device?
  181. 181. These terms apply to all users of the Service, whether or not you are a Registered User. A. You shall use the Service for lawful purposes only. you shall not post or transmit through the Service any material that (i) violates or infringes in any way upon the rights of others, (ii) is unlawful, threatening, abusive, defamatory, invasive of privacy or publicity rights, vulgar, obscene, profane or otherwise objectionable, or (iii) encourages conduct that would constitute a criminal offense, gives rise to civil liability or otherwise violate any law. Without Kobo's express prior approval, you shall not post or transmit through the Service any material that contains advertising or any solicitation with respect to products or services. You shall not use the Service to advertise or perform any commercial solicitation, including, without limitation, the solicitation of users to become subscribers of other on-line information services. Any conduct by you that in Kobo's discretion restricts or inhibits any other user from using or enjoying the Service will not be permitted. B. All content on the Service, including but not limited to designs, text, graphics, pictures, video, information, applications, software, music, sound and other files, and their selection and arrangement ("Site Content"), save and except for any literary works are the proprietary property of Kobo or its licensors with all rights reserved. No Site Content may be modified, copied, distributed, framed, reproduced, republished, downloaded, displayed, posted, transmitted, or sold in any form or by any means, in whole or in part, without Kobo's prior written permission. Provided that you are eligible for use of the Service and subject to these Terms of Use, you are granted a limited license to access the Service and the Site Content and to download or print a copy of any portion of the Site Content to which you have properly gained access solely for your personal, non- commercial use, provided that you keep all copyright and other proprietary notices intact. You may not upload or republish Site Content on any Internet, Intranet or Extranet site or incorporate the information in any other database or compilation, and any other use of the Site Content is strictly prohibited. The foregoing license is subject to these Terms of Use and does not include use of any data mining, robots or similar data gathering or extraction methods. Any use of the Service or the Site Content other than as specifically authorized herein, without the prior written permission of Kobo, is strictly prohibited and will terminate the license granted herein. Such unauthorized use may also violate applicable laws including without limitation copyright and trade-mark laws and applicable communications regulations and statutes. Unless explicitly stated herein, nothing in these terms and conditions shall be construed as conferring any license to intellectual property rights, whether by estoppel, implication or otherwise. This license is revocable by Kobo at any time without notice and with or without cause. C. You shall not upload, post or otherwise make available on the Service any material protected by copyright, trademark or other proprietary right without the express permission of the owner of the copyright, trademark or other proprietary right and the burden of determining that any material is not protected by copyright rests with you. You shall be solely liable for any damage resulting from any infringement of copyrights, proprietary rights, or any other harm resulting from such a submission. By submitting material to any public area of the Service, you automatically grant, or warrant that the owner of such material has expressly granted Kobo the royalty-free, worldwide, perpetual, irrevocable, non-exclusive right and license to use, reproduce, modify, adapt, publish, display, translate and distribute such material (in whole or in part) and/or to incorporate it in other works in any form, media or technology now known or hereafter developed. You also permit any other user of the Service to access, view, store or reproduce the material for that user's personal use. You grant Kobo the right to
  182. 182. edit, copy, display, publish and distribute any material made available on the Service by you. The foregoing does not apply to literary works provided to Kobo for sale on the Service by a publisher or other content provider. D. You may not obscure or misrepresent your geographical location, forge headers, use proxies, use IP spoofing or otherwise manipulate identifiers in order to disguise the origin of any message or transmittal you send on or through the Service. You may not pretend that you are, or that you represent, someone else, or impersonate any other individual or entity. E. You are prohibited from violating or attempting to violate the security of the Service, including, without limitation: (a) accessing data not intended for you, including logging into a server or account which you not authorized to access; (b) attempting to probe, scan or test the vulnerability of a system or network to breach security or authentication measures without proper authorization; (c) using any "deep-link", "page-scrape", "robot", "spider" or other automatic device, program, algorithm or methodology, or any similar or equivalent manual process, to access, acquire, copy or monitor any portion of the Service or any Site Content, or in any way reproduce or circumvent the navigational structure or presentation of the Service or any Site Content, to obtain or attempt to obtain any materials, documents or information through any means not purposely made available through the Site; (d) taking any action that imposes an unreasonable or disproportionately large load on the infrastructure of the Service or Kobo's systems or networks, or any systems or networks connected to the Service or to Kobo' (e) conducting a reverse look-up, tracing or seeking to trace any information on any other user, Registered User or visitor to the Service, or any other customer of Kobo, to its source, or exploit the Service or any service or information made available or offered by or through the Service, in any way where the purpose is to reveal any information, including but not limited to personal identification or information, other than your own information, as provided for by the Service; (f) attempting to interfere with, disrupt or disable service to any user, host or network, including, without limitation, via means of "denial of service" attacks, overloading, "flooding", "mailbombing" or "crashing"; (g) forging any TCP/IP packet header or any part of the header information in any e-mail or newsgroup posting; (h) disrupt network nodes or network services or otherwise restrict, inhibit, disrupt or impede Kobo's ability to monitor or make available the Service; or (i) taking any action in order to obtain services to which you are not entitled. Violations of system or network security may result in civil or criminal liability. Kobo will investigate occurrences which may involve such violations and may involve, and cooperate with, law enforcement authorities in prosecuting any user (whether or not a Registered User) who is involved in such violations.
  183. 183. user of the Service to access, view, store or reproduce the material for that user's personal use. You grant Kobo the right to edit, copy, display, publish and distribute any material made available on the Service by you. The foregoing does not apply to literary works provided to Kobo for sale on the Service by a publisher or other content provider. D. You may not obscure or misrepresent your geographical location, forge headers, use proxies, use IP spoofing or otherwise manipulate identifiers in order to disguise the origin of any message or transmittal you send on or through the Service. You may not pretend that you are, or that you represent, someone else, or impersonate any other individual or entity. E. You are prohibited from violating or attempting to violate the security of the Service, including, without limitation: (a) accessing data not intended for you, including logging into a server or account which you not authorized to access; (b) attempting to probe, scan or test the vulnerability of a system or network to breach security or authentication measures without proper authorization; (c) using any "deep-link", "page-scrape", "robot", "spider" or other automatic device, program, algorithm or methodology, or any similar or equivalent manual process, to access, acquire, copy or monitor any portion of the Service or any Site Content, or in any way reproduce or circumvent the navigational structure or presentation of the Service or any Site Content, to obtain or attempt to obtain any materials, documents or information through any means not purposely made available through the Site; (d) taking any action that imposes an unreasonable or disproportionately large load on the infrastructure of the Service or Kobo's systems or networks, or any systems or networks connected to the Service or to Kobo' (e) conducting a reverse look-up, tracing or seeking to trace any information on any other user, Registered User or visitor to the Service, or any other customer of Kobo, to its source, or exploit the Service or any service or information made available or offered by or through the Service, in any way where the purpose is to reveal any information, including but not limited to personal identification or information, other than your own information, as provided for by the Service; (f) attempting to interfere with, disrupt or disable service to any user, host or network, including, without limitation, via means of "denial of service" attacks, overloading, "flooding", "mailbombing" or "crashing"; (g) forging any TCP/IP packet header or any part of the header information in any e-mail or newsgroup posting; (h) disrupt network nodes or network services or otherwise restrict, inhibit, disrupt or impede Kobo's ability to monitor or make available the Service; or (i) taking any action in order to obtain services to which you are not entitled. Violations of system or network security may result in civil or criminal liability. Kobo will investigate occurrences which may involve such violations and may involve, and cooperate with, law enforcement authorities in prosecuting any user (whether or
  184. 184. “You have to keep this book on a bookshelf in your house that I will sell you...”
  185. 185. “...for $259 USD (plus shipping & handling).”
  186. 186. “You may not put books on this shelf that you have bought from other stores.”
  187. 187. “If the shelf breaks, you may lose your books. Or not. We’ll decide.”
  188. 188. “If you find a shelf made by someone else you like better, too bad.”
  189. 189. There are great devices out there. There will be more. They will get better. They will get cheaper.
  190. 190. Let the reader choose the right device for them.
  191. 191. “Your whole reading life, always with you.”
  192. 192. The perfect reading machine hasn’t been created yet.
  193. 193. Opus Shelving, Sean Yoos
  194. 194. Equation Bookshelf Marcos Breder
  195. 195. Stairs Shakespeare & Co., Paris
  196. 196. We say: Take your books with you
  197. 197. to any device
  198. 198. If you find a better device, move your books there.
  199. 199. A book that you can’t take with you is worth less.
  200. 200. September 15th
  201. 201. Downloadable ePub + Adobe Content Server + Digital Editions
  202. 202. 60%
  203. 203. 40% PRS-300 Reader Pocket Edition . PRS-505 Reader Digital Book . PRS-600 Reader Touch Edition . PRS-700BC Reader Digital Book . Aluratek Libre eBook Reader Pro . Asktak EZ Reader, EZ Reader Pocket Pro, Mentor . Barnes & Noble Nook . BeBook One . BeBook Mini . Bookeen Cybook Opus . Bookeen Gen 3 . COOL-ER Classic . Elonex eBook 600 . HanLin eBook (V3, V5) . REX Digital Reader 1000S . Neolux NUUT2
  204. 204. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  205. 205. 5 things
  206. 206. 1. Digital sales and marketing
  207. 207. 2. Pristine metadata (ONIX 2.1, ONIX 3.0?)
  208. 208. 3. Well-crafted ePub files.
  209. 209. 4. ePub at the end of the production workflow.
  210. 210. 5. An adventurous and courageous heart.
  211. 211. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  212. 212. Season of Giving
  213. 213. December 15th
  214. 214. Raised $16M in funding
  215. 215. Largest bookseller in Australia, New Zealand and Singapore Largest bookseller in Canada Second-largest bookseller in US 15 telecom carriers, 10,000 retail locations in UK, EU, Asia
  216. 216. Gave ourselves a new name
  217. 217. Japanese for “workshop”
  218. 218. Small unit of Nigerian currency.
  219. 219. A small town in Ethiopia.
  220. 220. Slang in Trinidad for “vulture”
  221. 221. The first name of both a famous author and a sumo wrestler
  222. 222. a rearranging of the letters in“book”.
  223. 223. December 14th
  224. 224. Started giving away 1.8 million books
  225. 225. 120 libraries in 5 countries
  226. 226. 180 languages
  227. 227. 400 million pages
  228. 228. add about 1,000 new titles every day
  229. 229. We receive listings via OPDS (Open Publishing Distribution System)
  230. 230. Given us a lot of insight into the value of “free”
  231. 231. !"#$%&'(#)*+$,)-('').%%/#) !" #" $" %" &" '" (" )" *" !+" !!" !#" !$" !%" !&" ,"!&"
  232. 232. !"#$%&'(#)*+$,)-('').%%/#) eBook Training wheels !" #" $" %" &" '" (" )" *" !+" !!" !#" !$" !%" !&" ,"!&"
  233. 233. !"#$%&'(#)*+$,)-('').%%/#) eBook Training wheels “I Jane Austen” !" #" $" %" &" '" (" )" *" !+" !!" !#" !$" !%" !&" ,"!&"
  234. 234. !"#$%&'(#)*+$,)-('').%%/#) !" #" $" %" &" '" (" )" *" !+" !!" !#" !$" !%" !&" ,"!&"
  235. 235. !"#$%&'(#)*+$,)-('').%%/#) “Freegans” !" #" $" %" &" '" (" )" *" !+" !!" !#" !$" !%" !&" ,"!&"
  236. 236. OPDS to Indigo, Borders, REDgroup
  237. 237. Holidays on (dev)ice.
  238. 238. People don’t buy ebooks as gifts (yet)...
  239. 239. ...but they do buy devices...
  240. 240. ...and the people who receive devices buy ebooks.
  241. 241. December 24th
  242. 242. Week after Dec 25 = highest volume of 2009
  243. 243. Without gifting or gift certificates.
  244. 244. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  245. 245. 200 Countries Largest markets: US, Canada, UK, India, Australia, China
  246. 246. Very different levels of ePub availability.
  247. 247. Territorial rights capability is critical.
  248. 248. Territorial rights metadata is critical.
  249. 249. Expect to see Kobo in more languages
  250. 250. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  251. 251. And then things started to go mental.
  252. 252. “How much higher could ebook prices go?”
  253. 253. “What if they didn’t have a choice?”
  254. 254. We’re about to find out.
  255. 255. Agency.
  256. 256. 1. Publishers set prices.
  257. 257. 2. eBook prices are lower than print prices. (new releases: $12.99-14.99)
  258. 258. 3. eBooks are released simultaneously with print books.
  259. 259. 4. Retailers can’t discount.
  260. 260. 5. 70/30 revenue split Publisher/Retailer
  261. 261. Unit Sales by Price Point (Trade, in USD) $9.99 Unit sales by price-point
  262. 262. Unit Sales by Price Point (Trade, in USD) Unit sales by price-point
  263. 263. Unit Sales by Price Point (Trade, in USD) $9.99 Unit sales by price-point
  264. 264. Unit Sales by Price Point (Trade, in USD) Unit sales by price-point
  265. 265. Publisher gets control of pricing.
  266. 266. but makes less.
  267. 267. List Net Wholesale Can$24.00 Can$12.00 (50%) Agency Can$12.99 Can$9.09 (70%)
  268. 268. The bet:
  269. 269. Consumers want the books enough to absorb a $2-5 jump.
  270. 270. Unit Sales by Price Point (Trade, in USD) $9.99 from here... Unit sales by price-point
  271. 271. Unit Sales by Price Point (Trade, in USD) Unit sales by price-point
  272. 272. Unit Sales by Price Point (Trade, in USD) $9.99 Unit sales by price-point
  273. 273. Unit Sales by Price Point (Trade, in USD) ...to there. Unit sales by price-point
  274. 274. First time a media industry has raised the price of an existing
  275. 275. Bonus: Also limiting the tactics a retailer can use to motivate the consumer.
  276. 276. Publishers are going to have to get good at:
  277. 277. Price sensitivity analysis
  278. 278. Understanding loyalty and user motivation
  279. 279. Purchase frequency drivers
  280. 280. *Metadata*
  281. 281. April 1st
  282. 282. April Fool’s Day
  283. 283. “The Day We Turned the eBook Market Upside Down and Shook it Until it Rattled.”
  284. 284. Could be great.
  285. 285. All agency agreements are being written, negotiated and signed...
  286. 286. ... in less than 30 days.
  287. 287. Average time to close an ebook agreement with a major publisher in 2009:
  288. 288. 3-4 months
  289. 289. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch
  290. 290. “Powered by Kobo”
  291. 291. APIs software development kit mobile storefront custom integration over 2 million titles
  292. 292. eInk devices tablets laptops netbooks smartphones
  293. 293. support for sync/connect via USB, Bluetooth, WiFi, 3G
  294. 294. “Why?”
  295. 295. Where is “the ereader for everyone?”
  296. 296. $149 USD SRP* * for a limited time
  297. 297. No wireless. USB + Bluetooth
  298. 298. No wireless. USB + Bluetooth (like your digital camera, video camera, iPod)
  299. 299. Simple.
  300. 300. And if you find a better device,
  301. 301. ...or want to read on your smartphone on the way to work...
  302. 302. your reading life is always with you.
  303. 303. marchaprilmayjune julyaugustseptember octobernovember decemberjanuary februarymarch

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