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WAYS TO ENTER THE DIGITAL MARKETPLACE SUCCESSFULLY
4 May 2014, Tehran International Book Fair
Expert: Steffen Meier, readbox publishing gmbh
Organiser: Frankfurt Book Fair, in cooperation with Tehran Publishers
and Booksellers Union
Sponsored by: German Federal Foreign Office
Financial support:
AGENDA
EBOOK MARKETS:
TRANSATLANTIC AND EMERGING MARKETS
THE ROLE OF DEVICES FOR
EMERGING DIGITAL MARKETS
HOW TO DEVELOP DIGITAL MARKETS
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
TRANSATLANTIC MARKETS
USA, UK, GERMANY
SOURCE: WHATSTHATPICTURE HTTPS://WWW.FLICKR.COM/PHOTOS/WHATSTHATPICTURE
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
MARKETS & TRENDS: USA
THE RISE OF THE EBOOK: AAP (ASSOCIATION OF AMERICAN PUBLISHERS)
Frankfurter Buchmesse © 2014 Steffen Meier
MARKETS & TRENDS : USA
NEARLY 30% OF ALL BOOKS PURCHASED IN THE U.S. ARE EBOOKS (2009-2012)
(BOWKER 2013)
Frankfurter Buchmesse © 2014 Steffen Meier
MARKETS & TRENDS: USA
EBOOK REVENUE (AAP 2013): MORE THAN 15 BILLION DOLLAR 2012
Frankfurter Buchmesse © 2014 Steffen Meier
MARKETS & TRENDS: USA
EBOOK SALES 2011/2012 IN CATEGORIES (AAP/BISG)
Frankfurter Buchmesse © 2014 Steffen Meier
MARKETS & TRENDS: GERMANY
SURVEY PUBLISHING HOUSES, ALL SEGMENTS COMPRISED,
REVENUE SHARE OF E-BOOKS (BÖRSENVEREIN 2012)
Frankfurter Buchmesse © 2014 Steffen Meier
6.2
9.5
16
0
2
4
6
8
10
12
14
16
18
2011 2012 2015
MARKETS & TRENDS: GERMANY
E-BOOK DISTRIBUTION CHANNELS 2012 IN % (GFK)
Frankfurter Buchmesse © 2014 Steffen Meier
15
4118
16
10
Direct &
Other
Amazon
Weltbild
Thalia
Apple
MARKETS & TRENDS: UNITED KINGDOM
UK POPULATION (13-79 YRS) WHO HAVE BOUGHT AN EBOOK 2011-2013
(NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2014 Steffen Meier
MARKETS & TRENDS: UK
VOLUME SALES OF PHYSICAL BOOKS AND EBOOKS (2011-2013)
(NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2014 Steffen Meier
EMERGING MARKETS
SOURCE: PHOTOPHILDE HTTPS://WWW.FLICKR.COM/PHOTOS/PHOTOPHILDE
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
Ebooks worldwide
Forecast: North america leads the way in ebook-adoption
consumer ebook spending in Mio. US Dollar (PWC 2013)
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
WHO HAVE BOUGHT AN E-BOOK IN THE PAST 6 MONTHS?
(IN MILLIONS, BOWKER 2012)
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
RUSSIAN EBOOK MARKET
(MARKET VOL. 1,8 BILLION DOLLAR, EBOOK > 1%, 2013)
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
BRAZILIAN EBOOK MARKET
(EBOOK UNIT SALES JAN/12 TO DEC/13, CARLO CORRENHO)
MARKET VOL. 3,7 BILLION DOLLAR, EBOOK 2,5 %)
THE ROLE OF DEVICES
FOR DIGITAL MARKETS
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
THE TRANSATLANTIC
DOMINANCE IS (WAS) BASED
ON SINGLE-PURPOSED
DEVICES
FOR THE MOMENT…
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
E-BOOK MARKET RELATES ON A DYNAMIC
HARDWARE MARKET More ebooks as printed books (amazon)
THE RISE OF THE
MULTI-PURPOSED DEVICE
(SMARTPHONE, TABLET…)
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
MARKET PENETRATION DEVICES WORLDWIDE
(NIELSEN 2011, IN PERCENT)
Frankfurter Buchmesse © 2014 Steffen Meier
4.00
6.00
8.00
16.00
21.00
25.00
0 5 10 15 20 25 30
Tablet PC
eReader
Netbooks
Mobile Media Devices
Mobile Gaming Consoles
Smartphones
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
E-READER VS. TABLETS
People with e-reading Devices Worldwide (Bookbon 2012)
30.6%
28.1%
8.1%
11.7%
18.2%
0.5%
16%
13.2%
0.7%
2.6% 2.2%
0.1%
0
5
10
15
20
25
30
35
United
States
United
Kingdom
France Germany Denmark India United
States
United
Kingdom
France Germany Denmark India
TABLETS EREADER
SINGLE VS. MULTI-PURPOSED DEVICES
(IHS, WALL STREET JOURNAL 2013)
Frankfurter Buchmesse © 2014 Steffen Meier
“SMARTPHONES ARE NOW THE WORLD’S
DOMINANT COMPUTING DEVICE!”
ALEX COCOTAS, BUSINESS INSIDER 2012
Frankfurter Buchmesse © 2014 Steffen Meier
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
TOP SIX SMARTPHONE MARKETS
BASED ON SHARE OF GLOBAL SHIPMENTS
SMARTPHONE USER AFRICA/MIDDLE-EAST
MILLION USER, WIRELESS INTELLIGENCE 2010
Frankfurter Buchmesse © 2014 Steffen Meier
23.7
31.5
31.71
50.12
52.81
62.17
66.27
74.62
86.83
0 10 20 30 40 50 60 70 80 90 100
KENYA
MOROCCO
ALGERIA
SOUTH AFRICA
SAUDI ARABIA
TURKEY
EGYPT
ISLAMIC REPUBLIC OF IRAN
NIGERIA
WHY SMARTPHONE?
SOURCE: TECHANDLEARN HTTPS://WWW.FLICKR.COM/PHOTOS/TEACHANDLEARN
Frankfurter Buchmesse © 2014 Steffen Meier
Frankfurter Buchmesse © 2014 Steffen Meier
BRAZIL: BOOKS AND MAGAZINES ARE EVEN MORE
POPULAR ON MOBILE DEVICES
"WHILE WATCHING TV AND MOVIES ON MOBILE DEVICES
SCORED HIGH WITH YOUNG BRAZILIANS, CONSUMING
TRADITIONAL MEDIA SCORED EVEN HIGHER. AROUND
71% OF BRAZILIANS AGED 15-24 REPORT READING
BOOKS ON MOBILE DEVICES, WHILE 67% READ
MAGAZINES AND 58% READ NEWSPAPERS“.
US-MEDIACONSULTING, 2013
Frankfurter Buchmesse © 2014 Steffen Meier
GERMANY: E-READING ON SMARTPHONES IS ARRIVING…
STUDY 2014 BITKOM/BÖRSENVEREIN
Frankfurter Buchmesse © 2014 Steffen Meier
THE FUTURE OF
E-READING IS BASED ON
MULTI-PURPOSED DEVICES
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
EMERGING MARKETS: DIGITAL FIRST
"E-PUBLISHING GROWTH IS ORGANIC IN THE
DEVELOPING WORLD…IN AFRICA, PHYSICAL BOOKS ARE
THOUGHT OF AS PRINTED EBOOKS"
OCTAVIO KULESZ
Frankfurter Buchmesse © 2014 Steffen Meier
LEARNINGS
THE EBOOK MARKET IS GLOBALLY GROWING FAST
ONE DRIVER, ESPECIALLY IN EMERGING MARKETS,
IS THE SMARTPHONE AS A MULTI-PURPOSED DEVICE
Frankfurter Buchmesse © 2014 Steffen Meier
CHALLENGES IN DIGITAL MARKETS
TECHNICAL WORKFLOWS (FORMATS) & PLATFORMS
CONTENT WITH WHICH TOOLS?
WHICH CONTENT FOR WHICH DEVICE?
WHICH PLATFORMS REACH YOUR READER?
Frankfurter Buchmesse © 2014 Steffen Meier
CHALLENGES IN DIGITAL MARKETS
METADATA & VISIBILITY IN THE
DIGITAL JUNGLE
IF YOUR READER SEARCH FOR CONTENT IN THE WEB –
CAN HE FOUND YOU?
WHICH DATA NEEDS YOUR SELLING PLATFORM?
Frankfurter Buchmesse © 2014 Steffen Meier
CHALLENGES IN DIGITAL MARKETS
COPYRIGHT
HOW TO PROTECT THE RIGHTS OF YOUR AUTHORS – AND
YOURS?
Frankfurter Buchmesse © 2014 Steffen Meier
THANK YOU FOR YOUR ATTENTION
STEFFEN MEIER
STEFFEN.MEIER@READBOX.NET
Frankfurter Buchmesse © 2014 Steffen Meier

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Emerging Ebook Markets: Workshop Tehran Book Fair 2014 (english version)

  • 1. Master-Untertitelformat bearbeiten Mastertextformat bearbeiten WAYS TO ENTER THE DIGITAL MARKETPLACE SUCCESSFULLY 4 May 2014, Tehran International Book Fair Expert: Steffen Meier, readbox publishing gmbh Organiser: Frankfurt Book Fair, in cooperation with Tehran Publishers and Booksellers Union Sponsored by: German Federal Foreign Office Financial support:
  • 2. AGENDA EBOOK MARKETS: TRANSATLANTIC AND EMERGING MARKETS THE ROLE OF DEVICES FOR EMERGING DIGITAL MARKETS HOW TO DEVELOP DIGITAL MARKETS Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
  • 3. TRANSATLANTIC MARKETS USA, UK, GERMANY SOURCE: WHATSTHATPICTURE HTTPS://WWW.FLICKR.COM/PHOTOS/WHATSTHATPICTURE Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
  • 4. MARKETS & TRENDS: USA THE RISE OF THE EBOOK: AAP (ASSOCIATION OF AMERICAN PUBLISHERS) Frankfurter Buchmesse © 2014 Steffen Meier
  • 5. MARKETS & TRENDS : USA NEARLY 30% OF ALL BOOKS PURCHASED IN THE U.S. ARE EBOOKS (2009-2012) (BOWKER 2013) Frankfurter Buchmesse © 2014 Steffen Meier
  • 6. MARKETS & TRENDS: USA EBOOK REVENUE (AAP 2013): MORE THAN 15 BILLION DOLLAR 2012 Frankfurter Buchmesse © 2014 Steffen Meier
  • 7. MARKETS & TRENDS: USA EBOOK SALES 2011/2012 IN CATEGORIES (AAP/BISG) Frankfurter Buchmesse © 2014 Steffen Meier
  • 8. MARKETS & TRENDS: GERMANY SURVEY PUBLISHING HOUSES, ALL SEGMENTS COMPRISED, REVENUE SHARE OF E-BOOKS (BÖRSENVEREIN 2012) Frankfurter Buchmesse © 2014 Steffen Meier 6.2 9.5 16 0 2 4 6 8 10 12 14 16 18 2011 2012 2015
  • 9. MARKETS & TRENDS: GERMANY E-BOOK DISTRIBUTION CHANNELS 2012 IN % (GFK) Frankfurter Buchmesse © 2014 Steffen Meier 15 4118 16 10 Direct & Other Amazon Weltbild Thalia Apple
  • 10. MARKETS & TRENDS: UNITED KINGDOM UK POPULATION (13-79 YRS) WHO HAVE BOUGHT AN EBOOK 2011-2013 (NIELSEN BOOKSCAN 2013) Frankfurter Buchmesse © 2014 Steffen Meier
  • 11. MARKETS & TRENDS: UK VOLUME SALES OF PHYSICAL BOOKS AND EBOOKS (2011-2013) (NIELSEN BOOKSCAN 2013) Frankfurter Buchmesse © 2014 Steffen Meier
  • 12. EMERGING MARKETS SOURCE: PHOTOPHILDE HTTPS://WWW.FLICKR.COM/PHOTOS/PHOTOPHILDE Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
  • 13. Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox) Ebooks worldwide Forecast: North america leads the way in ebook-adoption consumer ebook spending in Mio. US Dollar (PWC 2013)
  • 14. Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox) WHO HAVE BOUGHT AN E-BOOK IN THE PAST 6 MONTHS? (IN MILLIONS, BOWKER 2012)
  • 15. Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox) RUSSIAN EBOOK MARKET (MARKET VOL. 1,8 BILLION DOLLAR, EBOOK > 1%, 2013)
  • 16. Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox) BRAZILIAN EBOOK MARKET (EBOOK UNIT SALES JAN/12 TO DEC/13, CARLO CORRENHO) MARKET VOL. 3,7 BILLION DOLLAR, EBOOK 2,5 %)
  • 17. THE ROLE OF DEVICES FOR DIGITAL MARKETS Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
  • 18. THE TRANSATLANTIC DOMINANCE IS (WAS) BASED ON SINGLE-PURPOSED DEVICES FOR THE MOMENT… Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
  • 19. Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox) E-BOOK MARKET RELATES ON A DYNAMIC HARDWARE MARKET More ebooks as printed books (amazon)
  • 20. THE RISE OF THE MULTI-PURPOSED DEVICE (SMARTPHONE, TABLET…) Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
  • 21. MARKET PENETRATION DEVICES WORLDWIDE (NIELSEN 2011, IN PERCENT) Frankfurter Buchmesse © 2014 Steffen Meier 4.00 6.00 8.00 16.00 21.00 25.00 0 5 10 15 20 25 30 Tablet PC eReader Netbooks Mobile Media Devices Mobile Gaming Consoles Smartphones
  • 22. Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox) E-READER VS. TABLETS People with e-reading Devices Worldwide (Bookbon 2012) 30.6% 28.1% 8.1% 11.7% 18.2% 0.5% 16% 13.2% 0.7% 2.6% 2.2% 0.1% 0 5 10 15 20 25 30 35 United States United Kingdom France Germany Denmark India United States United Kingdom France Germany Denmark India TABLETS EREADER
  • 23. SINGLE VS. MULTI-PURPOSED DEVICES (IHS, WALL STREET JOURNAL 2013) Frankfurter Buchmesse © 2014 Steffen Meier
  • 24. “SMARTPHONES ARE NOW THE WORLD’S DOMINANT COMPUTING DEVICE!” ALEX COCOTAS, BUSINESS INSIDER 2012 Frankfurter Buchmesse © 2014 Steffen Meier
  • 25. Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox) TOP SIX SMARTPHONE MARKETS BASED ON SHARE OF GLOBAL SHIPMENTS
  • 26. SMARTPHONE USER AFRICA/MIDDLE-EAST MILLION USER, WIRELESS INTELLIGENCE 2010 Frankfurter Buchmesse © 2014 Steffen Meier 23.7 31.5 31.71 50.12 52.81 62.17 66.27 74.62 86.83 0 10 20 30 40 50 60 70 80 90 100 KENYA MOROCCO ALGERIA SOUTH AFRICA SAUDI ARABIA TURKEY EGYPT ISLAMIC REPUBLIC OF IRAN NIGERIA
  • 27. WHY SMARTPHONE? SOURCE: TECHANDLEARN HTTPS://WWW.FLICKR.COM/PHOTOS/TEACHANDLEARN Frankfurter Buchmesse © 2014 Steffen Meier
  • 28. Frankfurter Buchmesse © 2014 Steffen Meier
  • 29. BRAZIL: BOOKS AND MAGAZINES ARE EVEN MORE POPULAR ON MOBILE DEVICES "WHILE WATCHING TV AND MOVIES ON MOBILE DEVICES SCORED HIGH WITH YOUNG BRAZILIANS, CONSUMING TRADITIONAL MEDIA SCORED EVEN HIGHER. AROUND 71% OF BRAZILIANS AGED 15-24 REPORT READING BOOKS ON MOBILE DEVICES, WHILE 67% READ MAGAZINES AND 58% READ NEWSPAPERS“. US-MEDIACONSULTING, 2013 Frankfurter Buchmesse © 2014 Steffen Meier
  • 30. GERMANY: E-READING ON SMARTPHONES IS ARRIVING… STUDY 2014 BITKOM/BÖRSENVEREIN Frankfurter Buchmesse © 2014 Steffen Meier
  • 31. THE FUTURE OF E-READING IS BASED ON MULTI-PURPOSED DEVICES Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
  • 32. EMERGING MARKETS: DIGITAL FIRST "E-PUBLISHING GROWTH IS ORGANIC IN THE DEVELOPING WORLD…IN AFRICA, PHYSICAL BOOKS ARE THOUGHT OF AS PRINTED EBOOKS" OCTAVIO KULESZ Frankfurter Buchmesse © 2014 Steffen Meier
  • 33. LEARNINGS THE EBOOK MARKET IS GLOBALLY GROWING FAST ONE DRIVER, ESPECIALLY IN EMERGING MARKETS, IS THE SMARTPHONE AS A MULTI-PURPOSED DEVICE Frankfurter Buchmesse © 2014 Steffen Meier
  • 34. CHALLENGES IN DIGITAL MARKETS TECHNICAL WORKFLOWS (FORMATS) & PLATFORMS CONTENT WITH WHICH TOOLS? WHICH CONTENT FOR WHICH DEVICE? WHICH PLATFORMS REACH YOUR READER? Frankfurter Buchmesse © 2014 Steffen Meier
  • 35. CHALLENGES IN DIGITAL MARKETS METADATA & VISIBILITY IN THE DIGITAL JUNGLE IF YOUR READER SEARCH FOR CONTENT IN THE WEB – CAN HE FOUND YOU? WHICH DATA NEEDS YOUR SELLING PLATFORM? Frankfurter Buchmesse © 2014 Steffen Meier
  • 36. CHALLENGES IN DIGITAL MARKETS COPYRIGHT HOW TO PROTECT THE RIGHTS OF YOUR AUTHORS – AND YOURS? Frankfurter Buchmesse © 2014 Steffen Meier
  • 37. THANK YOU FOR YOUR ATTENTION STEFFEN MEIER STEFFEN.MEIER@READBOX.NET Frankfurter Buchmesse © 2014 Steffen Meier