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Michael Tamblyn  @mtamblyn
EVP Content, Sales &  Merchandising      @kobo
20 minutes
Four users
how we look at readers and         reading
and to answer the    question:
“What happens when...
...a group ofreading-obsessed technophiles...
...get their hands on the    richest data set...
...in the history of the book          industry?”
A bit about Kobo
global ebook retailer
2M+ registered users
200 countries
34,300 employees   24,100 employees   170 employees!!
#1!
May 2010 $149
Cloud
obsessed
segments
Geography Reading PlatformPricepoint Tolerance  Reading History  Lifetime Value   Free vs. Paid
can get complicated      quickly
vs.
vs.
<$5   80%      free
<$5    80%       free~$11   100%        paid
complicated
4 users
eInk Reading Machine
eInk Reading Machine Gold-A Kobo2Jun-2010 Fiction100% Paid
eInk Reading Machine Gold-A Kobo2Jun-2010 Fiction100% Paid
eInk Reading Machine Gold-A         Most valuable Lifetime Value cohort Kobo2Jun-2010 Fiction100% Paid
eInk Reading Machine Gold-A           Most valuable Lifetime Value cohort Kobo2        Cohort               GoldJun-2010  ...
eInk Reading Machine Gold-A           Most valuable Lifetime Value cohort Kobo2        Cohort               Gold       1st...
eInk Reading Machine Gold-A Kobo2Jun-2010 Fiction100% Paid
eInk Reading Machine Gold-A             Most Productive Sales Channels                           (% conversion) Kobo2     ...
eInk Reading Machine Gold-A Kobo2Jun-2010 Fiction100% Paid
eInk Reading Machine Gold-A Kobo2        Purchase frequency is increasingJun-2010                  overall. eBook buying i...
eInk Reading Machine Gold-A                  A customer who starts in Kobo2         June 2010 buys 44% more in            ...
eInk Reading Machine Gold-A Kobo2               A customer joining Nov. 2010               buys 70% more in their firstJun-...
eInk Reading Machine Gold-A                         Why? Kobo2                 Better apps                     Better devi...
Gold-A Kobo2Jun-2010 Fiction100% Paid
Health                                 Religion                                            Business                eInk Re...
Gold-A Kobo2Jun-2010 Fiction100% Paid
Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
Small-screen ReaderBronze-E        Largest segment in terms of numbers iPhone Nov-10Romancepaid+free
Small-screen ReaderBronze-E         Largest segment in terms of numbers iPhone       Cohort               Gold Nov-10     ...
Small-screen ReaderBronze-E         Largest segment in terms of numbers iPhone       Cohort               Gold Nov-10     ...
Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
Small-screen ReaderBronze-E       Least Productive Sales Channel                          (% conversion) iPhone        1. ...
Small-screen ReaderBronze-E iPhone         Small screen device = Nov-10          lower price-point                      to...
Bronze-E iPhoneNov-10Romance50% paid
Actual Selling Price vs. Purchasing PlatformCan$10.00                    8.84     8.53 Can$7.50    7.80                   ...
Actual Selling Price vs. Purchasing PlatformCan$10.00                    8.84     8.53 Can$7.50    7.80                   ...
Actual Selling Price vs. Purchasing PlatformCan$10.00                    8.84     8.53 Can$7.50    7.80                   ...
Actual Selling Price vs. Purchasing PlatformCan$10.00                    8.84     8.53 Can$7.50    7.80                   ...
Actual Selling Price vs. Purchasing PlatformCan$10.00                    8.84     8.53 Can$7.50    7.80                   ...
Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
Small-screen ReaderBronze-E iPhone               Small screen device = Nov-10             less likely to stick aroundRoman...
Small-screen ReaderBronze-E iPhone Nov-10                  churnRomancepaid+free
Small-screen ReaderBronze-E                    Platform User Longevity               1. Kobo eReader iPhone        2. Kobo...
Small-screen ReaderBronze-E                    Platform User Longevity               1. Kobo eReader iPhone        2. Kobo...
Small-screen ReaderBronze-E                    Platform User Longevity               1. Kobo eReader iPhone        2. Kobo...
Small-screen ReaderBronze-E                    Platform User Longevity               1. Kobo eReader iPhone        2. Kobo...
Small-screen ReaderBronze-E                    Platform User Longevity               1. Kobo eReader iPhone        2. Kobo...
Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
Histori                                    cal                                            Erotica                         ...
Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
iPad SocialiteGold-B  iPadDec-10General90% paid
iPad SocialiteGold-B  iPadDec-10General90% paid
iPad SocialiteGold-B        Not as good as the Reading Machine, but                         still pretty great.  iPadDec-1...
iPad SocialiteGold-B        Not as good as the Reading Machine, but                         still pretty great.  iPad     ...
iPad SocialiteGold-B        Not as good as the Reading Machine, but                         still pretty great.  iPad     ...
iPad SocialiteGold-B  iPadDec-10General90% paid
December 2010
(just launched for iPhone           too!)
How does social change     eReading?
Quite a lot.
33% more time in app
Reading behaviour atdifferent times of day
Average Time in App vs. “Time of Day” Awards60%45%30%15% 0%-15%-30%-45%-60%           mute                               c...
Average Time in App vs. “Time of Day” Awards60%45%30%15% 0%-15%-30%-45%-60%           mute                               c...
Average Time in App vs. “Time of Day” Awards60%       7-9am45%30%15% 0%-15%-30%-45%-60%           mute                    ...
Average Time in App vs. “Time of Day” Awards60%           m m-n o o n        -9a 9a       745%30%15% 0%-15%-30%-45%-60%   ...
Average Time in App vs. “Time of Day” Awards60%           m m-n o o n        -9a 9a       745%                12   -2pm30%...
Average Time in App vs. “Time of Day” Awards60%           m m-n o o n        -9a 9a       745%                12   -2pm30%...
Average Time in App vs. “Time of Day” Awards60%45%30%15% 0%-15%-30%-45%-60%           mute                               c...
Average Time in App vs. “Time of Day” Awards60%45%30%15% 0%-15%-30%-45%-60%           mute                               c...
Average Time in App vs. “Time of Day” Awards60%45%30%15%                                           6-8pm 0%-15%-30%-45%-60...
Average Time in App vs. “Time of Day” Awards60%45%30%15%                                           6-8pm am               ...
Average Time in App vs. “Time of Day” Awards60%45%30%15%                                           6-8pm am               ...
Average Time in App vs. “Time of Day” Awards60%45%30%15%                                           6-8pm am               ...
Bet                    ter                        i nB                            ed                    Prim              ...
Bet                    ter                        i nB                            ed                    Prim              ...
1              Bet                    ter                        i nB            0-1                            ed        ...
1              Bet                    ter                        i nB            0-1                            ed        ...
8pm-midnightebook shopping primetime
The Freegan
The Freegan*FreeganWebsite Apr-10 Fiction100% free
The Freegan*FreeganWebsite Apr-10 Fiction100% free
The Freegan*Freegan              “Below Bronze-F”Website Apr-10 Fiction100% free
The FreeganBronze-FWebsite Apr-10 Fiction100% free
Free Books Accessed                   The FreeganBronze-FWebsite Apr-10     Web             ne                      roid  ...
Side-loadingZero investment International
Not everyone who readsfree books is a freegan.
Lots are paygans.
Customers with Free Books                 The FreeganBronze-FWebsite Apr-10 Fiction   e           es                 es   ...
Customers with Free Books                eBook           Training wheels                 The FreeganBronze-FWebsite Apr-10...
Customers with Free Books                eBook           Training wheels                 The FreeganBronze-F              ...
Customers with Free Books                eBook           Training wheels                 The FreeganBronze-F              ...
Customers with Free Books                eBook           Training wheels                 The FreeganBronze-F              ...
1t                                                                                   im                                   ...
1t                                                                                   im                                   ...
Customers with Free Books                                                          Freegan                                ...
Customers with Free Books                                                          Freegan                     Freegan    ...
The Freegan*FreeganWebsite Apr-10 Fiction                                  to Mar keting                     Res istant100...
Why?
make reading better
know the reader,sales will follow.
Michael Tamblyn | @mtamblyn | mt@kobo.com
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
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Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)

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Michael Tamblyn at Tools of Change 2011 - An In-depth, Research, and Data-driven Exploration of Reading Behavior, Content Consumption, and Consumer Attitudes Toward eReaders and eReading

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Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)

  1. 1. Michael Tamblyn @mtamblyn
  2. 2. EVP Content, Sales & Merchandising @kobo
  3. 3. 20 minutes
  4. 4. Four users
  5. 5. how we look at readers and reading
  6. 6. and to answer the question:
  7. 7. “What happens when...
  8. 8. ...a group ofreading-obsessed technophiles...
  9. 9. ...get their hands on the richest data set...
  10. 10. ...in the history of the book industry?”
  11. 11. A bit about Kobo
  12. 12. global ebook retailer
  13. 13. 2M+ registered users
  14. 14. 200 countries
  15. 15. 34,300 employees 24,100 employees 170 employees!!
  16. 16. #1!
  17. 17. May 2010 $149
  18. 18. Cloud
  19. 19. obsessed
  20. 20. segments
  21. 21. Geography Reading PlatformPricepoint Tolerance Reading History Lifetime Value Free vs. Paid
  22. 22. can get complicated quickly
  23. 23. vs.
  24. 24. vs.
  25. 25. <$5 80% free
  26. 26. <$5 80% free~$11 100% paid
  27. 27. complicated
  28. 28. 4 users
  29. 29. eInk Reading Machine
  30. 30. eInk Reading Machine Gold-A Kobo2Jun-2010 Fiction100% Paid
  31. 31. eInk Reading Machine Gold-A Kobo2Jun-2010 Fiction100% Paid
  32. 32. eInk Reading Machine Gold-A Most valuable Lifetime Value cohort Kobo2Jun-2010 Fiction100% Paid
  33. 33. eInk Reading Machine Gold-A Most valuable Lifetime Value cohort Kobo2 Cohort GoldJun-2010 Silver Fiction Bronze100% Paid
  34. 34. eInk Reading Machine Gold-A Most valuable Lifetime Value cohort Kobo2 Cohort Gold 1st Day Average 7 orders /Jun-2010 $35 $25 month Silver Fiction Bronze100% Paid
  35. 35. eInk Reading Machine Gold-A Kobo2Jun-2010 Fiction100% Paid
  36. 36. eInk Reading Machine Gold-A Most Productive Sales Channels (% conversion) Kobo2 1. Web 2. Kobo eReaderJun-2010 3. Kobo-powered Readers 4. iPad 5. Android Fiction 6. iPhone100% Paid
  37. 37. eInk Reading Machine Gold-A Kobo2Jun-2010 Fiction100% Paid
  38. 38. eInk Reading Machine Gold-A Kobo2 Purchase frequency is increasingJun-2010 overall. eBook buying is accelerating. Fiction100% Paid
  39. 39. eInk Reading Machine Gold-A A customer who starts in Kobo2 June 2010 buys 44% more in their first month as a customerJun-2010 than a customer who started Fiction Dec 2009.100% Paid
  40. 40. eInk Reading Machine Gold-A Kobo2 A customer joining Nov. 2010 buys 70% more in their firstJun-2010 month than a Dec 2009 customer. Fiction100% Paid
  41. 41. eInk Reading Machine Gold-A Why? Kobo2 Better apps Better devicesJun-2010 Better marketing Fiction More titles Better customers100% Paid
  42. 42. Gold-A Kobo2Jun-2010 Fiction100% Paid
  43. 43. Health Religion Business eInk Reading Machine Gold-A Juvenile Fiction & YA Kobo2Jun-2010 Biography Fiction History Self- Fami help ly100% Paid
  44. 44. Gold-A Kobo2Jun-2010 Fiction100% Paid
  45. 45. Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
  46. 46. Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
  47. 47. Small-screen ReaderBronze-E Largest segment in terms of numbers iPhone Nov-10Romancepaid+free
  48. 48. Small-screen ReaderBronze-E Largest segment in terms of numbers iPhone Cohort Gold Nov-10 SilverRomance Bronzepaid+free
  49. 49. Small-screen ReaderBronze-E Largest segment in terms of numbers iPhone Cohort Gold Nov-10 Silver 1st Day Average 1 order /Romance Bronze $15 $11 monthpaid+free
  50. 50. Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
  51. 51. Small-screen ReaderBronze-E Least Productive Sales Channel (% conversion) iPhone 1. Web 2. Kobo eReader Nov-10 3. Kobo-powered Readers 4. iPad 5. AndroidRomance 6. iPhonepaid+free
  52. 52. Small-screen ReaderBronze-E iPhone Small screen device = Nov-10 lower price-point tolerance.Romancepaid+free
  53. 53. Bronze-E iPhoneNov-10Romance50% paid
  54. 54. Actual Selling Price vs. Purchasing PlatformCan$10.00 8.84 8.53 Can$7.50 7.80 7.92 7.85 7.82 Bronze-E 7.42 6.81 Can$5.00 iPhone P Can$2.50 Nov-10 Can$0 All d der p oid b ne rry iPa kto We Romance o kbe r Rea iPh And Des c oe Bla Kob 50% paid
  55. 55. Actual Selling Price vs. Purchasing PlatformCan$10.00 8.84 8.53 Can$7.50 7.80 7.92 7.85 7.82 Bronze-E 7.42 6.81 Can$5.00 iPhone P Can$2.50 Nov-10 Can$0 All d der p oid b ne rry iPa kto We Romance o kbe r Rea iPh And Des c oe Bla Kob 50% paid
  56. 56. Actual Selling Price vs. Purchasing PlatformCan$10.00 8.84 8.53 Can$7.50 7.80 7.92 7.85 7.82 Bronze-E 7.42 6.81 Can$5.00 iPhone P Can$2.50 Nov-10 Can$0 All d der p oid b ne rry iPa kto We Romance o kbe r Rea iPh And Des c oe Bla Kob 50% paid
  57. 57. Actual Selling Price vs. Purchasing PlatformCan$10.00 8.84 8.53 Can$7.50 7.80 7.92 7.85 7.82 Bronze-E 7.42 6.81 Can$5.00 iPhone P Can$2.50 Nov-10 Can$0 All d der p oid b ne rry iPa kto We Romance o kbe r Rea iPh And Des c oe Bla Kob 50% paid
  58. 58. Actual Selling Price vs. Purchasing PlatformCan$10.00 8.84 8.53 Can$7.50 7.80 7.92 7.85 7.82 Bronze-E 7.42 6.81 Can$5.00 iPhone P Can$2.50 Nov-10 Can$0 All d der p oid b ne rry iPa kto We Romance o kbe r Rea iPh And Des c oe Bla Kob 50% paid
  59. 59. Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
  60. 60. Small-screen ReaderBronze-E iPhone Small screen device = Nov-10 less likely to stick aroundRomancepaid+free
  61. 61. Small-screen ReaderBronze-E iPhone Nov-10 churnRomancepaid+free
  62. 62. Small-screen ReaderBronze-E Platform User Longevity 1. Kobo eReader iPhone 2. Kobo-powered 3rd-party eReader 3. Desktop Nov-10 4. Android 5. WebRomance 6. iPad 7. iPhone 8. Blackberrypaid+free
  63. 63. Small-screen ReaderBronze-E Platform User Longevity 1. Kobo eReader iPhone 2. Kobo-powered 3rd-party eReader 3. Desktop Nov-10 4. Android 5. WebRomance 6. iPad 7. iPhone 8. Blackberrypaid+free
  64. 64. Small-screen ReaderBronze-E Platform User Longevity 1. Kobo eReader iPhone 2. Kobo-powered 3rd-party eReader 3. Desktop Nov-10 4. Android 5. WebRomance 6. iPad 7. iPhone 8. Blackberrypaid+free
  65. 65. Small-screen ReaderBronze-E Platform User Longevity 1. Kobo eReader iPhone 2. Kobo-powered 3rd-party eReader 3. Desktop Nov-10 4. Android 5. WebRomance 6. iPad 7. iPhone 8. Blackberrypaid+free
  66. 66. Small-screen ReaderBronze-E Platform User Longevity 1. Kobo eReader iPhone 2. Kobo-powered 3rd-party eReader 3. Desktop Nov-10 4. Android 5. WebRomance 6. iPad 7. iPhone 8. Blackberrypaid+free
  67. 67. Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
  68. 68. Histori cal Erotica Mystery Small-screen Reader GeneralBronze-E Romance iPhone Nov-10Romance Science Fiction Literarypaid+free
  69. 69. Small-screen ReaderBronze-E iPhone Nov-10Romancepaid+free
  70. 70. iPad SocialiteGold-B iPadDec-10General90% paid
  71. 71. iPad SocialiteGold-B iPadDec-10General90% paid
  72. 72. iPad SocialiteGold-B Not as good as the Reading Machine, but still pretty great. iPadDec-10General90% paid
  73. 73. iPad SocialiteGold-B Not as good as the Reading Machine, but still pretty great. iPad CohortDec-10 Gold SilverGeneral Bronze90% paid
  74. 74. iPad SocialiteGold-B Not as good as the Reading Machine, but still pretty great. iPad CohortDec-10 1st Day Average 4.5 orders / Gold $22 $16 month SilverGeneral Bronze90% paid
  75. 75. iPad SocialiteGold-B iPadDec-10General90% paid
  76. 76. December 2010
  77. 77. (just launched for iPhone too!)
  78. 78. How does social change eReading?
  79. 79. Quite a lot.
  80. 80. 33% more time in app
  81. 81. Reading behaviour atdifferent times of day
  82. 82. Average Time in App vs. “Time of Day” Awards60%45%30%15% 0%-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  83. 83. Average Time in App vs. “Time of Day” Awards60%45%30%15% 0%-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  84. 84. Average Time in App vs. “Time of Day” Awards60% 7-9am45%30%15% 0%-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  85. 85. Average Time in App vs. “Time of Day” Awards60% m m-n o o n -9a 9a 745%30%15% 0%-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  86. 86. Average Time in App vs. “Time of Day” Awards60% m m-n o o n -9a 9a 745% 12 -2pm30%15% 0%-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  87. 87. Average Time in App vs. “Time of Day” Awards60% m m-n o o n -9a 9a 745% 12 -2pm30% 2- 4pm15% 0%-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  88. 88. Average Time in App vs. “Time of Day” Awards60%45%30%15% 0%-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  89. 89. Average Time in App vs. “Time of Day” Awards60%45%30%15% 0%-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  90. 90. Average Time in App vs. “Time of Day” Awards60%45%30%15% 6-8pm 0%-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  91. 91. Average Time in App vs. “Time of Day” Awards60%45%30%15% 6-8pm am 12-1 0%-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  92. 92. Average Time in App vs. “Time of Day” Awards60%45%30%15% 6-8pm am 12-1 8-10pm 0%-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  93. 93. Average Time in App vs. “Time of Day” Awards60%45%30%15% 6-8pm am 12-1 8-10pm0-12pm 0% 1-15%-30%-45%-60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  94. 94. Bet ter i nB ed Prim etim e Sle epin g In Hap py H ourAfte rno o nR ush Hou r Pla ying Hoo kyI Ea t Bo oks for Lun ch Kill the Com mu te Number of Awards Issued Gra vey ard Shi ft Wit chin gH our
  95. 95. Bet ter i nB ed Prim etim e Sle epin g In Hap py H ourAfte rno o nR ush Hou r Pla ying Hoo kyI Ea t Bo oks for Lun ch Kill the Com mu te Number of Awards Issued Gra vey ard Shi ft Wit chin gH our
  96. 96. 1 Bet ter i nB 0-1 ed Prim 2pm etim e Sle epin g In Hap py H ourAfte rno o nR ush Hou r Pla ying Hoo kyI Ea t Bo oks for Lun ch Kill the Com mu te Number of Awards Issued Gra vey ard Shi ft Wit chin gH our
  97. 97. 1 Bet ter i nB 0-1 ed Prim etim e 8-10 Sle epin g In 2pm pm Hap py H ourAfte rno o nR ush Hou r Pla ying Hoo kyI Ea t Bo oks for Lun ch Kill the Com mu te Number of Awards Issued Gra vey ard Shi ft Wit chin gH our
  98. 98. 8pm-midnightebook shopping primetime
  99. 99. The Freegan
  100. 100. The Freegan*FreeganWebsite Apr-10 Fiction100% free
  101. 101. The Freegan*FreeganWebsite Apr-10 Fiction100% free
  102. 102. The Freegan*Freegan “Below Bronze-F”Website Apr-10 Fiction100% free
  103. 103. The FreeganBronze-FWebsite Apr-10 Fiction100% free
  104. 104. Free Books Accessed The FreeganBronze-FWebsite Apr-10 Web ne roid iPad ed ktop rry der iPho wer kbe a And Des eRe -po Blac Fiction o o Kob Kob100% free
  105. 105. Side-loadingZero investment International
  106. 106. Not everyone who readsfree books is a freegan.
  107. 107. Lots are paygans.
  108. 108. Customers with Free Books The FreeganBronze-FWebsite Apr-10 Fiction e es es es es es es es es im im im im im im im im tim 1t 2t 3t 4t 5t 6t 7t 8t 9+100% free Number of Free Books in Library Customers with FreeBooks
  109. 109. Customers with Free Books eBook Training wheels The FreeganBronze-FWebsite Apr-10 Fiction e es es es es es es es es im im im im im im im im tim 1t 2t 3t 4t 5t 6t 7t 8t 9+100% free Number of Free Books in Library Customers with FreeBooks
  110. 110. Customers with Free Books eBook Training wheels The FreeganBronze-F “I Jane Austen”Website Apr-10 Fiction e es es es es es es es es im im im im im im im im tim 1t 2t 3t 4t 5t 6t 7t 8t 9+100% free Number of Free Books in Library Customers with FreeBooks
  111. 111. Customers with Free Books eBook Training wheels The FreeganBronze-F “I Jane Austen”Website Apr-10 Fiction e es es es es es es es es im im im im im im im im tim 1t 2t 3t 4t 5t 6t 7t 8t 9+100% free Number of Free Books in Library Customers with FreeBooks
  112. 112. Customers with Free Books eBook Training wheels The FreeganBronze-F “I Jane Austen” “Freegans”Website Apr-10 Fiction e es es es es es es es es im im im im im im im im tim 1t 2t 3t 4t 5t 6t 7t 8t 9+100% free Number of Free Books in Library Customers with FreeBooks
  113. 113. 1t im e 2t im es 100% free 3t im es 4t im es 5t im es 6t im esCustomers with FreeBooks 7t im es 8t im es 9-1 4t im es 15 Number of Free Books in Library -25 Customers with Free Books tim 26 es -50 tim 51 es -10 0t Mo im re es tha n1 00 tim es
  114. 114. 1t im e 2t im es 100% free 3t im es 4t im es 5t im es 6t im esCustomers with FreeBooks 7t im es “Freegans” 8t im es 9-1 4t im es 15 Number of Free Books in Library -25 Customers with Free Books tim 26 es -50 tim 51 es -10 0t Mo im re es tha n1 00 tim es
  115. 115. Customers with Free Books Freegan Librarians “Freegans” e es es es es es es es es es es es es im im im im im im im im im tim tim im tim 1t 2t 3t 4t 5t 6t 7t 8t 4t 0t -25 -50 00 9-1 -10 n1 15 26 51 tha Number of Free Books in Library re100% free Mo Customers with FreeBooks
  116. 116. Customers with Free Books Freegan Freegan Librarians Hoarders “Freegans” e es es es es es es es es es es es es im im im im im im im im im tim tim im tim 1t 2t 3t 4t 5t 6t 7t 8t 4t 0t -25 -50 00 9-1 -10 n1 15 26 51 tha Number of Free Books in Library re100% free Mo Customers with FreeBooks
  117. 117. The Freegan*FreeganWebsite Apr-10 Fiction to Mar keting Res istant100% free
  118. 118. Why?
  119. 119. make reading better
  120. 120. know the reader,sales will follow.
  121. 121. Michael Tamblyn | @mtamblyn | mt@kobo.com

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