Heading towards a digital future - an update on international e-book markets

1. Sponsor:
Mastertextformat bearbeiten
Partner:
Master-Untertitelformat bearbeiten
“HEADING TOWARDS A DIGITAL FUTURE –
AN UPDATE ON INTERNATIONAL E-BOOK MARKETS”
4 November 2013, International Istanbul Book Fair
Experts:
Steffen Meier, Eugen Ulmer Verlag
Tugrul Pasaoglu, Turkish Publishers Association
Antje Sorensen, Copyright Clearance Center
Organiser:
•
Frankfurt Academy in cooperation with TÜYAP and German Federal Foreign Office

2. AGENDA
HARDWARE MARKETS
E-BOOK: MARKETS & TRENDS
EXCURSUS: DIGITALIZATION OF TRADE - E-COMMERCE
NEW PLAYERS
FUTURE CHALLENGES FOR PUBLISHING HOUSES
Frankfurter Buchmesse © 2013 Steffen Meier

3. TO BE HONEST…
…WITH STATISTICS
Frankfurter Buchmesse © 2013 Steffen Meier

4. E-BOOK MARKET RELATES ON A DYNAMIC HARDWARE MARKET
AMAZON KINDLE PRICING VS. SALE
Frankfurter Buchmesse © 2013 Steffen Meier

5. E-BOOK MARKET RELATES ON A DYNAMIC HARDWARE MARKET
MORE EBOOKS AS PRINTED BOOKS (AMAZON)
Frankfurter Buchmesse © 2013 Steffen Meier

6. E-BOOK MARKET RELATES ON A DYNAMIC HARDWARE MARKET
TABLET AND E-READER OWNERSHIP USA (PEW 2013)
Frankfurter Buchmesse © 2013 Steffen Meier

7. E-READER VS. TABLETS
PEOPLE WITH E-READING DEVICES WORLDWIDE (BOOKBON 2012)
35
TABLETS
30,6%
30
EREADER
28,1%
25
20
18,2%
16%
15
13,2%
11,7%
10
8,1%
5
2,6%
2,2%
0,7%
0,5%
0,1%
0
United
States
United
Kingdom
France
Frankfurter Buchmesse © 2013 Steffen Meier
Germany
Denmark
India
United
States
United
Kingdom
France
Germany
Denmark
India

8. MARKETS & TRENDS: EBOOKS WORDLWIDE
FORECAST: NORTH AMERICA LEADS THE WAY IN EBOOK-ADOPTION
CONSUMER EBOOK SPENDING IN MIO. US DOLLAR (PWC 2013)
Frankfurter Buchmesse © 2013 Steffen Meier

9. MARKETS & TRENDS: USA
THE RISE OF THE EBOOK: AAP (ASSOCIATION OF AMERICAN PUBLISHERS)
Frankfurter Buchmesse © 2013 Steffen Meier

10. MARKETS & TRENDS : USA
NEARLY 30% OF ALL BOOKS PURCHASED IN THE U.S. ARE EBOOKS (2009-2012)
(BOWKER 2013)
Frankfurter Buchmesse © 2013 Steffen Meier

11. MARKETS & TRENDS: USA
EBOOK REVENUE (AAP 2013): MORE THAN 15 BILLION DOLLAR 2012
Frankfurter Buchmesse © 2013 Steffen Meier

12. MARKETS & TRENDS: USA
EBOOK SALES 2011/2012 IN CATEGORIES (AAP/BISG)
Frankfurter Buchmesse © 2013 Steffen Meier

13. MARKETS & TRENDS: GERMANY
E-BOOK (MIO.) BUYER 2010-2012 POPULAR MARKET (BÖRSENVEREIN 2012)
3
2,40
2,5
2
1,5
1,00
1
0,70
0,5
0
2010
Frankfurter Buchmesse © 2013 Steffen Meier
2011
2012

14. MARKETS & TRENDS: GERMANY
SURVEY PUBLISHING HOUSES, ALL SEGMENTS COMPRISED,
REVENUE SHARE OF E-BOOKS (BÖRSENVEREIN 2012)
18
16
16
14
12
9,5
10
8
6,2
6
4
2
0
2011
Frankfurter Buchmesse © 2013 Steffen Meier
2012
2015

15. MARKETS & TRENDS: GERMANY
E-BOOK DISTRIBUTION CHANNELS 2012 IN % (GFK)
10
Direct &
Other
15
Amazon
16
Weltbild
18
41
Thalia
Apple
Frankfurter Buchmesse © 2013 Steffen Meier

16. MARKETS & TRENDS: UNITED KINGDOM
UK POPULATION (13-79 YRS) WHO HAVE BOUGHT AN EBOOK 2011-2013
(NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier

17. MARKETS & TRENDS: UK
PRINTED BOOKS VS. EBOOKS, VOLUME VS. VALUE
(NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier

18. MARKETS & TRENDS: UK
VOLUME AND VALUE SALES BY FORMAT 2012
(NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier

19. MARKETS & TRENDS: UK
VOLUME SALES OF PHYSICAL BOOKS AND EBOOKS (2011-2013)
(NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier

20. MARKETS & TRENDS
IS THERE A RELATION BETWEEN
„STABLE“ BOOK MARKETS AND THE
PENETRATION OF E-BOOKS?
Frankfurter Buchmesse © 2013 Steffen Meier

21. MARKETS & TRENDS
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 © 2013 Steffen Meier

22. MARKETS & TRENDS
EMERGING MARKETS: DIGITAL FIRST
MARKET PENETRATION DEVICES WORLDWIDE (NIELSEN 2011)
Smartphones
25,00
Mobile Gaming Consoles
21,00
Mobile Media Devices
16,00
Netbooks
8,00
eReader
6,00
Tablet PC
4,00
0
Frankfurter Buchmesse © 2013 Steffen Meier
5
10
15
20
25
30

23. MARKETS & TRENDS:
E-BOOK PRIZING USA / GERMANY / UK (DOLLAR)
Germany
UK
USA
Frankfurter Buchmesse © 2013 Steffen Meier
2010
14,6
6,4
10,1
2012
10,5
5,3
5,6
%
72
82
55
Source
(Gfk/Börsenverein)
(Nielsen)
(Bowker)

24. MARKETS & TRENDS: E-BOOK PRIZES UK
EBOOKS DRIVE VOLUME GROWTH… (NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier

25. MARKETS & TRENDS: E-BOOK PRIZES UK
EBOOKS DRIVE VOLUME GROWTH, BUT DON‘T DELIVER REVENUE
GROWTH (NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier

26. EXCURSUS: DIGITALIZATION OF TRADE - E-COMMERCE
RETAILER SHARE OF BOOKS BOUGHT BY US CONSUMERS (BOWKER USA 2012)
Frankfurter Buchmesse © 2013 Steffen Meier

27. EXCURSUS: DIGITALIZATION OF TRADE - E-COMMERCE
RETAILER SHARE OF BOOKS BOUGHT BY UK CONSUMERS (BOWKER UK 2012)
Frankfurter Buchmesse © 2013 Steffen Meier

28. EXCURSUS: DIGITALIZATION OF TRADE - E-COMMERCE
UK: VALUE SALES PHYSICAL BOOKS THROUGH INTERNET (NIELSEN BOOKSCAN
2013)
Frankfurter Buchmesse © 2013 Steffen Meier

29. EXCURSUS: DIGITALIZATION OF TRADE - E-COMMERCE
BOOKSELLING IS FUNDAMENTALLY CHANGING
(% OF CONSUMER BOOK PURCHASES (PRINT + DIGITAL) MADE ONLINE)
BOWKER 2013 + AMAZON 2013
Frankfurter Buchmesse © 2013 Steffen Meier

30. NEW PLAYER
DIGITAL-ONLY PUBLISHING HOUSES
SELFPUBLISHER
Frankfurter Buchmesse © 2013 Steffen Meier

31. CONCLUSION
• THE GLOBAL E-BOOK MARKET IS GROWING FAST
• THE PRICE DECLINE TOO
• WE DON‘T KNOW WHETHER WE ARE CANNIBALISING
OUR EXISTING BUSINESS OR REACH NEW
CUSTOMERS
Frankfurter Buchmesse © 2013 Steffen Meier

32. FUTURE CHALLENGES FOR PUBLISHING HOUSES
 DISCOVERABILITY
 MARKETING
 SHAPE OF THE PRODUCT E-BOOK
 INTERNATIONALISATION
 SELFPUBLISHING AND THE ROLE OF PUBLISHING HOUSES
 PIRACY
Frankfurter Buchmesse © 2013 Steffen Meier