Justo Hidalgo presented a new approach called "Book as a Service" that treats books as an ongoing service rather than a single product. This approach provides a central hub for readers, publishers and authors, including social recommendations, author/publisher pages, and search engine optimization. It also introduces a freemium model where readers can access some content for free with ads or subscribe for ad-free premium access. Revenue is shared with publishers based on the number of pages read from their books. This new model aims to better connect all parties and support the reading experience.

1. Zie boeken niet langer als “product”
maar als “díenst”
The “Book as a Service” approach
Justo Hidalgo, Chief Product Officer
@justohidalgo

2. ■ Co-founder, 24symbols
■ Past: B2B stuff (data integration, metadata,
web search and automation, …)
• VP Sales Engineering, Product Management
• VP Technology
■ Mentor at Startup Bootcamp, Tetuan Valley
■ Ph.D., M.Sc. in Computer Science
• Training in Product Strategy/Mgmt,
Innovation&Creativity at Stanford, UC Berkeley
■ Blog: www.loscuentosdelabuelo.com
■ justohidalgo AT gmail DOT com

12. $ $

15. To Read or Not To Read: A Question of National Consequence.
National Endowment for the Arts, 2007
BUT

28. Multidevice synchronization
HTML5 Web iPad app

29. Real-
Time
Learning
and
Control

30. Mutable artifact
Credits: Craig Mod, June 2011

32. Breaking
the wall
between
the book
and the
readers…

33. … among the readers themselves…

34. … and with the authors?

36. This is what many of you would like
to have (picture of Apple Store in NYC)

37. But that’s a huge challenge for
MOST publishers… and for readers
Big Publisher
I just wanted
to read a
book…
Great Publisher
Cool Publisher

38. “Book as a Service” provides a real
HUB for readers, publishers and
authors

40. Are books “it”?

42. Recommendations
Recommendations
Engine based on
prior readings
Social
recommendations
(your friends!)

43. … not just for fun…
■ Edition, Author and
Publisher Pages
■ Sharable in
Facebook, Twitter,
Google+ (virality)
■ Organic positioning
in search engines

46. Content is not enough
FREE CONTENT PAID
CONTENT
many
1

47. But it is still key…

48. … and core of your business

49. Freemium
READERS FREE ACCESS WANT MORE?
TO CONTENT
c

50. Freemium =
Free: read ebooks, free and with non-
intrusive ads
Premium: ad-free, even without
Internet connection. Price by
subscription
Affiliation: we redirect traffic to your
site or wherever you sell your printed
books

51. Income model
24symbols income is based on advertising and
subscriptions.
70 % of this revenue is shared equally among the
total number of pages read.
70% Total Income Publisher's
Publisher’s = x
Income Pages Read
Total Pages Read

52. Free / Premium
Free
Users
Conversion
Rate
Delayed subscription
(test the service & engage)
Premium
Time

53. Fear of free?

54. Price/page
Price per page
Profit threshold
Growth Consolidation
time/conversion rate

55. Catalog

58. Bedankt en
Geniet van de rest van de
conferentie!
Justo Hidalgo
jhidalgo@24symbols.com
@justohidalgo
www.24symbols.com

59. Credits
All pictures belong to the presenter except:
• #7:
http://www.flickr.com/photos/strelban/4006093355/
• #8: from publishing websites
• #17:
http://www.flickr.com/photos/hilighters/6906337252/
• #18:
http://www.flickr.com/photos/basykes/116987219/
• #20:
http://www.flickr.com/photos/nestorlacle/6192964557
/
• #49:
http://www.flickr.com/photos/rberteig/3396524747/
All icons belong to the Noun Project
(thenounproject.com) and its authors