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Ebook ‘consumption’

the challenges
issues and opportunities. Outputs from the
Jisc ‘Challenges of ebooks’ project
Ken Chad, Ken Chad Consulting Ltd
www.kenchadconsulting.com
ken@kenchadconsulting.com
Tel: +44 (0)7788727845
Twitter @kenchad

kenchadconsulting

The joys and perils of ebooks
I’m going to be talking about the outputs from the
Jisc ‘Challenges of ebooks’ project.

But first....some broad context- the consumption
‘ecosystem’
Top technology trends 2013
http://www.gartner.com/newsroom/id/2209615

The market is undergoing a shift to more integrated
systems ...Driving this trend is the user desire for lower
cost, simplicity...

In the mobile world, vendors including Apple, Google and
Microsoft drive varying degrees of control across and endto-end ecosystem extending the client through the apps.
“The big picture is this.
There are three companies
competing to be the
internet platform of the
future-Apple, Google and
Facebook”.
Is Apple dying? By Bryan Appleyard. New Statesman
22-28 November 2013 http://www.newstatesman.com/
“Google’s approach is based on its near
monopoly over advertising and its drive to
feed this by a rapid expansion of its ability
to acquire and control information
Facebook pursues a massive expansion
of the idea of the social network
Apple aims at the tightest possible
integration of hardware and software
that ties users into its systems

At the moment Google is favourite for
gold….”
Is Apple dying? By Bryan Appleyard. New Statesman
22-28 November 2013 http://www.newstatesman.com/
A view from Jisc: ‘Seven predictions for our
technology enabled universities’
5. the digital environment will provide more
opportunities for institutions to provide an enhanced
and customised student experience - Intelligent,
data-driven systems will work with the student to
support them, to analyse their learning behaviour, to
propose resources that may help with areas of
weakness or further develop areas of interest.
‘Seven predictions for our technology enabled universities’. By Sarah Porter. JISC Inform Issue
33 [Future technologies]. 2012
http://www.jisc.ac.uk/inform/inform33/FutureTechnologies.html
The customer experience..
How good is the customer experience of ebooks at your library?

The attribute most valued by consumers, assuming a
product is at least in the general vicinity of a need, is easeof-use....all things being equal, consumers prefer a
superior user experience.
It is impossible for a user experience to be too good.
Competitors can only hope to match or surpass the original
product when it comes to the user experience...(has
anyone turned to an “inferior” product because the better
one was too enjoyable?).
‘What Clayton Christensen Got Wrong’. By Ben Thompson. Stratechery [blog]. 22 September 2013
http://stratechery.com/2013/clayton-christensen-got-wrong/
The customer experience...
we say we care about customers but do our systems really
reflect that?

“The business [library?] buyer famously, does not care
about the user experience. They are not the user, and so
items that change how a product feels or that eliminate
small annoyances simply don’t make it into their rational
decision making process”
‘What Clayton Christensen Got Wrong’. By Ben Thompson. Stratechery [blog]. 22 September 2013
http://stratechery.com/2013/clayton-christensen-got-wrong/
The ‘consumer’ - a student perspective….
“From my limited perspective, much of what is wrong
with the system comes down to the fact that publishers
and libraries have to plan well in advance and make
changes slowly... Students on the other hand are
able to change direction quickly and easily.

The problem exists because the market has changed
so radically in the past few years that students have
been able to adopt the new technologies well before
the industry and libraries were able to make changes
to support these students.”
Joshua Harding a second year medical student at Warwick Medical speaking at UKSG
conference 2013
http://www.slideshare.net/UKSG/0930-harding
The ‘consumer’ - a student perspective….
‘I bought the first iPad
and quickly realised it
was the solution to
my problems, I
recognised its
potential to
revolutionise how
students access
information and I
adopted it early.’
‘I am now a
completely paperless
student. Everything I
need to study
medicine is in my
hand’

Joshua Harding a
second year
medical student at
Warwick Medical
speaking at UKSG
conference 2013
http://www.slideshar
e.net/UKSG/0930harding
The ‘consumer’ - a student
perspective….Here is what one student wants
• Intuitive navigation

• Interactive, movies, animations, music, podcasts,
•

•
•
•

slideshows, interactive images, 3D models
Search through the entire book
Highlight text, make notes & share them
Purchase per chapter
Free content updates

Joshua Harding a second year medical student at Warwick Medical speaking at UKSG conference 2013
• http://www.slideshare.net/UKSG/0930-harding
•
http://ebookchallenge.org.uk/

Three overriding ebook themes:
creation curation and consumption
http://ebookchallenge.org.uk/consumption/

Today I’m just talking about
the consumption theme
The issues in more detailjust a few samples from
the web site
Opportunities
Learning advantage
“what set Inkling’s titles apart are their “natively digital”
origins and built-in interactivity features. Rather than being
a more or less faithful electronic version of a traditional
print textbook, Inkling incorporates multimedia
elements, including video and 3D objects, to enhance
the learning experience. For example, a title about music
appreciation involves integrated tracks by classical
composers, while biology students can use the iPad’s
pinch-and-zoom functionality to get a closer look at organs
in the human body”.
An Inkling of the Future? Enhanced Ebooks and the College Textbook
Market. By Yvette M. Chin. Digital Book World March 31, 2011
Discoverability & access
“The iTunes platform is a major positive factor in discovery
and means for example that the ebooks we produce are
immediately discoverable through Google too.”
University of Nottingham (Open Nottingham): (creation) Case study
http://ebookchallenge.org.uk/institutional-case-studies/
Discoverability & access
Searching within e-Books
“The ability to search within and across e-book content is
identified as a primary advantage of e-books, regardless of
whether a respondent prefers print books or e-books.
Essentially, the power and convenience associated with
search within the e-book environment is highly valued,
“Being able to search the book for keywords is fantastic. It
has changed how I read. Especially when looking for
secondary sources that lie further outside my field, but
might be appropriate.”(Graduate Student, Arts & Humanities)
University of California Libraries UC Libraries Academic e-Book Usage
Survey.Springer eBook Pilot Project. May 2011
Convenience
“Remote access is becoming more important to learners:
they want to be able to access resources at a time and
place to suit them, often on a device of their choosing.
This places demands on platforms in terms of access,
authentication and usability”.
JISC TechWatch: Preparing for Effective Adoption and Use of Ebooks in
Education. November 2012. [page 31]

“The ability to download chapters or portions of the ebook to a device for later use is a highly valued feature,
with 93% of respondents rating it as very or somewhat
important”.
University of California Libraries UC Libraries Academic e-Book Usage Survey.
Springer eBook Pilot Project. May 2011
Convenience
“One criticism of many of these different [ebook] platforms
[used in Education] is that they can be unnecessarily
complex and difficult to use. When encountering
complex and diverse interfaces, learners often resort to
using search engines such as Google …When faced
with complex and complicated access methods and
gateways, learners not only fail to comprehend the
technology employed, but they also fail to see the need to
understand it or why they should want to”
From: JISC TechWatch: Preparing for Effective Adoption and Use of Ebooks in
Education. November 2012.
Social
“there’s also a social dimension to Inkling’s iPad app.
Readers can write notes “in the margins” that can be
shared to other students, inspiring discussion and
interaction between students that might otherwise be
engaged in solitary reading of the course material.
Professors can also “enhance” the material by providing
their own notes to share with students.”
An Inkling of the Future? Enhanced Ebooks and the College Textbook Market.
By Yvette M. Chin. Digital Book World March 31, 2011

.
Using ebooks
Behaviours-hedgehogs and foxes
hedgehogs are careful Internet users, taking their time to find the right
information. They prefer to go it alone, rarely relying on social networks
..best suited to concentrating on one thing at a time.
foxes…are good at finding information quickly. They are highly social,
maintaining complex relationships with the other members of their
social group, often using social networks, or other sites whose content
is created by its users, as sources of information.. They like to know a
little about a lot of things. Web foxes tend to be younger (16–24).
With the impending big switch from the use of static to mobile platforms
– big changes in information and reading behaviour are bound to
happen
Ebook consumption : CIBER Research [Challenges of ebooks] briefing Feb 2013
http://ebookchallenge.org.uk/wp-content/uploads/2013/07/Ebook_consumption_CIBERResearch_briefing_Feb2013.pdf
Technology issues
“The dedicated e-book reader, such as the Kindle, and
mobile devices, such as the iPhone, offer significant
advantage over the personal computer as well as the print
book for a noteworthy number of respondents”.
University of California Libraries UC Libraries Academic e-Book Usage Survey.
Springer eBook Pilot Project. May 2011. [page 5]
Challenges
Conceptual issues-pedagogy
“In essence, many students were hoping that technology
would evolve to become capable of returning the perfect
answer and that they would not have to critically
evaluate. This notion is very much in tension with
academic notions of what it means to ‘learn’ and how this
differs from simply providing a ‘correct’ answer”.
‘Like at first it was just Google and just research papers. And then, I
don’t have all the time, I just want a direct answer, I don’t want to
read about everyone’s problems and symptoms’.
Ebook consumption Visitors & residents Briefing Feb 2013
http://ebookchallenge.org.uk/wp-content/uploads/2013/07/Ebook_consumption_Visitorsresidents_Briefing_Feb2013.pdf
Business models
“As for its business model and offerings, Fortune’s Senior
Editor-at-Large Adam Lashinsky, Sr., called Inkling’s
business model “revolutionary”: “Students can buy single
chapters of books for $3, allowing them to spread out the
cost of expensive textbooks. Publishers will like this model
as well because, if Inkling’s technology is widely adopted,
the market for second-hand books will go away. Today,
publishers only make money selling new books. In an
Inkling future their revenue streams will recur with each
new class.”
An Inkling of the Future? Enhanced Ebooks and the College Textbook Market.
By Yvette M. Chin. Digital Book World March 31, 2011
Business models
“Publishers will have direct access to consumers, they’ll
have access to data about how their content is
performing, and they’ll be able to monetize through the
world’s largest storefront, which we think is Google,’’ says
MacInnis,
A Google spokesman says: “Our goal with search is to make
information accessible to people and help them get the
answers they’re looking for”

Inkling Builds a Better (and Pricier) E-Book By Danielle Kucera 12 February 2013
Technology
“The ebook landscape is an evolving model with
rapid changes in technologies and formats in
recent years; however, it is still early days
compared to other media such as music and films.
The surge in interest in ebooks and ebook readers
may have caught many Higher and Further
Education institutions by surprise. They may not
yet be in position to exploit to the full the
potential that the format can bring to
education.”
JISC TechWatch: Preparing for Effective Adoption and Use of Ebooks in Education.
November 2012. [page 53]
http://www.kenchadconsulting.com/
Ebook ‘consumption’ the challenges
issues and opportunities. Outputs from the
Jisc ‘Challenges of ebooks’ project
Ken Chad, Ken Chad Consulting Ltd
www.kenchadconsulting.com
ken@kenchadconsulting.com
Tel: +44 (0)7788727845
Twitter @kenchad

kenchadconsulting

The joys and perils of ebooks

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Ebook consumption jibs_ nov213

  • 1. Ebook ‘consumption’ the challenges issues and opportunities. Outputs from the Jisc ‘Challenges of ebooks’ project Ken Chad, Ken Chad Consulting Ltd www.kenchadconsulting.com ken@kenchadconsulting.com Tel: +44 (0)7788727845 Twitter @kenchad kenchadconsulting The joys and perils of ebooks
  • 2. I’m going to be talking about the outputs from the Jisc ‘Challenges of ebooks’ project. But first....some broad context- the consumption ‘ecosystem’
  • 3. Top technology trends 2013 http://www.gartner.com/newsroom/id/2209615 The market is undergoing a shift to more integrated systems ...Driving this trend is the user desire for lower cost, simplicity... In the mobile world, vendors including Apple, Google and Microsoft drive varying degrees of control across and endto-end ecosystem extending the client through the apps.
  • 4. “The big picture is this. There are three companies competing to be the internet platform of the future-Apple, Google and Facebook”. Is Apple dying? By Bryan Appleyard. New Statesman 22-28 November 2013 http://www.newstatesman.com/
  • 5. “Google’s approach is based on its near monopoly over advertising and its drive to feed this by a rapid expansion of its ability to acquire and control information Facebook pursues a massive expansion of the idea of the social network Apple aims at the tightest possible integration of hardware and software that ties users into its systems At the moment Google is favourite for gold….” Is Apple dying? By Bryan Appleyard. New Statesman 22-28 November 2013 http://www.newstatesman.com/
  • 6. A view from Jisc: ‘Seven predictions for our technology enabled universities’ 5. the digital environment will provide more opportunities for institutions to provide an enhanced and customised student experience - Intelligent, data-driven systems will work with the student to support them, to analyse their learning behaviour, to propose resources that may help with areas of weakness or further develop areas of interest. ‘Seven predictions for our technology enabled universities’. By Sarah Porter. JISC Inform Issue 33 [Future technologies]. 2012 http://www.jisc.ac.uk/inform/inform33/FutureTechnologies.html
  • 7. The customer experience.. How good is the customer experience of ebooks at your library? The attribute most valued by consumers, assuming a product is at least in the general vicinity of a need, is easeof-use....all things being equal, consumers prefer a superior user experience. It is impossible for a user experience to be too good. Competitors can only hope to match or surpass the original product when it comes to the user experience...(has anyone turned to an “inferior” product because the better one was too enjoyable?). ‘What Clayton Christensen Got Wrong’. By Ben Thompson. Stratechery [blog]. 22 September 2013 http://stratechery.com/2013/clayton-christensen-got-wrong/
  • 8. The customer experience... we say we care about customers but do our systems really reflect that? “The business [library?] buyer famously, does not care about the user experience. They are not the user, and so items that change how a product feels or that eliminate small annoyances simply don’t make it into their rational decision making process” ‘What Clayton Christensen Got Wrong’. By Ben Thompson. Stratechery [blog]. 22 September 2013 http://stratechery.com/2013/clayton-christensen-got-wrong/
  • 9. The ‘consumer’ - a student perspective…. “From my limited perspective, much of what is wrong with the system comes down to the fact that publishers and libraries have to plan well in advance and make changes slowly... Students on the other hand are able to change direction quickly and easily. The problem exists because the market has changed so radically in the past few years that students have been able to adopt the new technologies well before the industry and libraries were able to make changes to support these students.” Joshua Harding a second year medical student at Warwick Medical speaking at UKSG conference 2013 http://www.slideshare.net/UKSG/0930-harding
  • 10. The ‘consumer’ - a student perspective…. ‘I bought the first iPad and quickly realised it was the solution to my problems, I recognised its potential to revolutionise how students access information and I adopted it early.’ ‘I am now a completely paperless student. Everything I need to study medicine is in my hand’ Joshua Harding a second year medical student at Warwick Medical speaking at UKSG conference 2013 http://www.slideshar e.net/UKSG/0930harding
  • 11. The ‘consumer’ - a student perspective….Here is what one student wants • Intuitive navigation • Interactive, movies, animations, music, podcasts, • • • • slideshows, interactive images, 3D models Search through the entire book Highlight text, make notes & share them Purchase per chapter Free content updates Joshua Harding a second year medical student at Warwick Medical speaking at UKSG conference 2013 • http://www.slideshare.net/UKSG/0930-harding •
  • 12. http://ebookchallenge.org.uk/ Three overriding ebook themes: creation curation and consumption
  • 13. http://ebookchallenge.org.uk/consumption/ Today I’m just talking about the consumption theme
  • 14.
  • 15.
  • 16.
  • 17. The issues in more detailjust a few samples from the web site
  • 19. Learning advantage “what set Inkling’s titles apart are their “natively digital” origins and built-in interactivity features. Rather than being a more or less faithful electronic version of a traditional print textbook, Inkling incorporates multimedia elements, including video and 3D objects, to enhance the learning experience. For example, a title about music appreciation involves integrated tracks by classical composers, while biology students can use the iPad’s pinch-and-zoom functionality to get a closer look at organs in the human body”. An Inkling of the Future? Enhanced Ebooks and the College Textbook Market. By Yvette M. Chin. Digital Book World March 31, 2011
  • 20. Discoverability & access “The iTunes platform is a major positive factor in discovery and means for example that the ebooks we produce are immediately discoverable through Google too.” University of Nottingham (Open Nottingham): (creation) Case study http://ebookchallenge.org.uk/institutional-case-studies/
  • 21. Discoverability & access Searching within e-Books “The ability to search within and across e-book content is identified as a primary advantage of e-books, regardless of whether a respondent prefers print books or e-books. Essentially, the power and convenience associated with search within the e-book environment is highly valued, “Being able to search the book for keywords is fantastic. It has changed how I read. Especially when looking for secondary sources that lie further outside my field, but might be appropriate.”(Graduate Student, Arts & Humanities) University of California Libraries UC Libraries Academic e-Book Usage Survey.Springer eBook Pilot Project. May 2011
  • 22. Convenience “Remote access is becoming more important to learners: they want to be able to access resources at a time and place to suit them, often on a device of their choosing. This places demands on platforms in terms of access, authentication and usability”. JISC TechWatch: Preparing for Effective Adoption and Use of Ebooks in Education. November 2012. [page 31] “The ability to download chapters or portions of the ebook to a device for later use is a highly valued feature, with 93% of respondents rating it as very or somewhat important”. University of California Libraries UC Libraries Academic e-Book Usage Survey. Springer eBook Pilot Project. May 2011
  • 23. Convenience “One criticism of many of these different [ebook] platforms [used in Education] is that they can be unnecessarily complex and difficult to use. When encountering complex and diverse interfaces, learners often resort to using search engines such as Google …When faced with complex and complicated access methods and gateways, learners not only fail to comprehend the technology employed, but they also fail to see the need to understand it or why they should want to” From: JISC TechWatch: Preparing for Effective Adoption and Use of Ebooks in Education. November 2012.
  • 24. Social “there’s also a social dimension to Inkling’s iPad app. Readers can write notes “in the margins” that can be shared to other students, inspiring discussion and interaction between students that might otherwise be engaged in solitary reading of the course material. Professors can also “enhance” the material by providing their own notes to share with students.” An Inkling of the Future? Enhanced Ebooks and the College Textbook Market. By Yvette M. Chin. Digital Book World March 31, 2011 .
  • 26. Behaviours-hedgehogs and foxes hedgehogs are careful Internet users, taking their time to find the right information. They prefer to go it alone, rarely relying on social networks ..best suited to concentrating on one thing at a time. foxes…are good at finding information quickly. They are highly social, maintaining complex relationships with the other members of their social group, often using social networks, or other sites whose content is created by its users, as sources of information.. They like to know a little about a lot of things. Web foxes tend to be younger (16–24). With the impending big switch from the use of static to mobile platforms – big changes in information and reading behaviour are bound to happen Ebook consumption : CIBER Research [Challenges of ebooks] briefing Feb 2013 http://ebookchallenge.org.uk/wp-content/uploads/2013/07/Ebook_consumption_CIBERResearch_briefing_Feb2013.pdf
  • 27. Technology issues “The dedicated e-book reader, such as the Kindle, and mobile devices, such as the iPhone, offer significant advantage over the personal computer as well as the print book for a noteworthy number of respondents”. University of California Libraries UC Libraries Academic e-Book Usage Survey. Springer eBook Pilot Project. May 2011. [page 5]
  • 29. Conceptual issues-pedagogy “In essence, many students were hoping that technology would evolve to become capable of returning the perfect answer and that they would not have to critically evaluate. This notion is very much in tension with academic notions of what it means to ‘learn’ and how this differs from simply providing a ‘correct’ answer”. ‘Like at first it was just Google and just research papers. And then, I don’t have all the time, I just want a direct answer, I don’t want to read about everyone’s problems and symptoms’. Ebook consumption Visitors & residents Briefing Feb 2013 http://ebookchallenge.org.uk/wp-content/uploads/2013/07/Ebook_consumption_Visitorsresidents_Briefing_Feb2013.pdf
  • 30. Business models “As for its business model and offerings, Fortune’s Senior Editor-at-Large Adam Lashinsky, Sr., called Inkling’s business model “revolutionary”: “Students can buy single chapters of books for $3, allowing them to spread out the cost of expensive textbooks. Publishers will like this model as well because, if Inkling’s technology is widely adopted, the market for second-hand books will go away. Today, publishers only make money selling new books. In an Inkling future their revenue streams will recur with each new class.” An Inkling of the Future? Enhanced Ebooks and the College Textbook Market. By Yvette M. Chin. Digital Book World March 31, 2011
  • 31. Business models “Publishers will have direct access to consumers, they’ll have access to data about how their content is performing, and they’ll be able to monetize through the world’s largest storefront, which we think is Google,’’ says MacInnis, A Google spokesman says: “Our goal with search is to make information accessible to people and help them get the answers they’re looking for” Inkling Builds a Better (and Pricier) E-Book By Danielle Kucera 12 February 2013
  • 32. Technology “The ebook landscape is an evolving model with rapid changes in technologies and formats in recent years; however, it is still early days compared to other media such as music and films. The surge in interest in ebooks and ebook readers may have caught many Higher and Further Education institutions by surprise. They may not yet be in position to exploit to the full the potential that the format can bring to education.” JISC TechWatch: Preparing for Effective Adoption and Use of Ebooks in Education. November 2012. [page 53]
  • 34. Ebook ‘consumption’ the challenges issues and opportunities. Outputs from the Jisc ‘Challenges of ebooks’ project Ken Chad, Ken Chad Consulting Ltd www.kenchadconsulting.com ken@kenchadconsulting.com Tel: +44 (0)7788727845 Twitter @kenchad kenchadconsulting The joys and perils of ebooks