2010.08.04
••••••
http://idpf.org/doc_library/industrystats.htm
Compare 2010 Jan - May ($147.7 M) vs.2002 - 2009 Annual Trade Wholesale Sales                                http://idpf.o...
http://radar.oreilly.com/2010/05/yes-the-ipad-is-sexy-but-globa.html
http://radar.oreilly.com/2010/05/yes-the-ipad-is-sexy-but-globa.html
http://toc.oreilly.com/2010/06/the-power-of-promotional-pricing.html
Penguin chief executive John Makinson                                        http://www.guardian.co.uk/business/2010/jul/2...
Penguin chief executive John Makinson                                        http://www.guardian.co.uk/business/2010/jul/2...
Financial Times (2010.05.11)              http://www.ft.com/cms/s/0/d2cc9aae-5d33-11df-8373-00144feab49a.html
• / 19.99/26.99 = 0.74• Kindle/ 9.99/19.99 = 0.5• Kindle/ 9.99/26.99 = 0.37
2009        2010Digital list      19.99       19.99Print List        26.99       16.99 Kindle             9.99        9.99
2009        2010Digital list      19.99       19.99Print List        26.99       16.99 Kindle             9.99        9.99
iBook  Kindle   BN
• / 23.99/34.99 = 0.68• Kindle/ 14.39/23.99 = 0.60• Kindle/ 14.39/34.99 = 0.42
• /• Kindle/   9.99/19.95 = 0.5• Kindle/   9.99/19.95 = 0.5
2009        2010Digital list      19.95Print List        19.95       19.95 Kindle             9.99      16.99
2009        2010Digital list      19.95Print List        19.95       19.95 Kindle             9.99      16.99
2009        2010Digital list      19.95Print List        19.95       19.95 Kindle             9.99      16.99
Kindle, BN, iBook
• /• Kindle/   9.99/22.99 = 0.43• Kindle/   9.99/22.99 = 0.43
2009        2010Digital list      22.99Print List        22.99       22.99 Kindle             9.99      10.99
2009        2010Digital list      22.99Print List        22.99       22.99 Kindle             9.99      10.99
Kindle, BN, iBook
•• Kindle/   6.59/10.99 = 0.73• Kindle/   6.59/7.99 = 0.82
2009        2010Digital list      10.99Print List          7.99 Kindle             6.59          8.99
2009        2010Digital list      10.99Print List          7.99 Kindle             6.59          8.99
• BN   /list   8.79/19.99 = 0.43• BN   /BN     8.79/12.99 = 0.67
8.99
8.99
Kindle, BN, iBook
• Kindle/   9.99/14.95 = 0.67
• BN   /list   9.99/14.95 = 0.67• BN   /           9.99/20.00 = 0.5• BN   /       9.99/11.96 = 0.83
2009         2010       CD       MP3
http://assets.en.oreilly.com/1/event/19/Reasons%20To%20Be%20Excited%20Paper.pdf
enriched ebooks
DVD extra
1.
2.
3.
format
enriched
•••• Wholesale model vs. Agency model
12.42 8.24
10.99
Wholesale vs. Agencyauthor -> publisher -> wholesaler -> bookstore -> consumerauthor -> publisher -> fixed-price distributo...
Amazon      35%   65%  Kindle     70%   30%  Google     63%   37%  Apple      70%   30%             75%   25%    !  Scribd...
Amazon Model     http://forums.digitaltextplatform.com/dtpforums/entry.jspa?externalID=453
Wholesale vs. Agency• Hachette• HarperCollins• Macmillan• Penguin• Simon & Schuster                     http://www.mobiler...
Wholesale vs. Agency•   Hachette (Grand Central, Little Brown, Faith Words, Windblown, Orbit, Center Street, Yen    Press•...
http://www.guardian.co.uk/books/booksblog/2010/jul/23/authors-amazon-deal-publishing
15%25%35%     B&N50%      brand   ...
•                  =   60   80   !•                      /    eStore = 7/3•           20% 30
180-> 99->80
180-> 99->80
•    •    •    •    •   eg. kobo vs. kindle
•    •    •••
•    •    • bundles    • LBS
Promotion    http://toc.oreilly.com/2010/06/the-power-of-promotional-pricing.html
version pricing
Monitoring, Analyzing, Testing
Dynamic Pricing
http://sethgodin.typepad.com/seths_blog/2009/12/the-magic-of-dynamic-pricing.html
http://sethgodin.typepad.com/seths_blog/2009/12/the-magic-of-dynamic-pricing.html
ebook profitTotal Profit = [Number of eBooks Sold x (eBook Price - Transaction Cost)]– InvestmentTotal Profit =[Number of e...
DRM
DRM
DRM
DRM
DRM
DRM
DRM
socialDRM
socialDRM
socialDRM
socialDRM
http://www.fonerbooks.com/selfpublishing/?p=164
http://www.fonerbooks.com/selfpublishing/?p=164
http://www.fonerbooks.com/selfpublishing/?p=164
http://www.fonerbooks.com/selfpublishing/?p=164
shopping experience,reading experience,device coverage, andhow much freedom theuser has with the booksthey’ve been given  ...
shopping experience,reading experience,device coverage, andhow much freedom theuser has with the booksthey’ve been given  ...
shopping experience,reading experience,device coverage, andhow much freedom theuser has with the booksthey’ve been given  ...
shopping experience,reading experience,device coverage, andhow much freedom theuser has with the booksthey’ve been given  ...
shopping experience,reading experience,device coverage, andhow much freedom theuser has with the booksthey’ve been given  ...
focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. ...
focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. ...
focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. ...
focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. ...
focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. ...
focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. ...
UI   UX
/
20100804電子書的定價策略討論
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20100804電子書的定價策略討論
20100804電子書的定價策略討論
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20100804電子書的定價策略討論

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2010七月底,我以2009的簡報,對同一批書又檢視了一次,做了一份投影片。一直沒時間把一些敏感資料拿掉,公布這份簡報,年底了,再不公布,也擔心過時,所以還是來公布一下吧。本簡報中藍黑底的,是2009的,白色底的是2010年的,可相互對照!

另,參考我的一篇文章:
http://e23things.blogspot.com/2010/08/ebook-business-pricing-business.html

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20100804電子書的定價策略討論

  1. 1. 2010.08.04
  2. 2. ••••••
  3. 3. http://idpf.org/doc_library/industrystats.htm
  4. 4. Compare 2010 Jan - May ($147.7 M) vs.2002 - 2009 Annual Trade Wholesale Sales http://idpf.org/doc_library/industrystats.htm
  5. 5. http://radar.oreilly.com/2010/05/yes-the-ipad-is-sexy-but-globa.html
  6. 6. http://radar.oreilly.com/2010/05/yes-the-ipad-is-sexy-but-globa.html
  7. 7. http://toc.oreilly.com/2010/06/the-power-of-promotional-pricing.html
  8. 8. Penguin chief executive John Makinson http://www.guardian.co.uk/business/2010/jul/29/penguin-john-makinson-ebooks
  9. 9. Penguin chief executive John Makinson http://www.guardian.co.uk/business/2010/jul/29/penguin-john-makinson-ebooks
  10. 10. Financial Times (2010.05.11) http://www.ft.com/cms/s/0/d2cc9aae-5d33-11df-8373-00144feab49a.html
  11. 11. • / 19.99/26.99 = 0.74• Kindle/ 9.99/19.99 = 0.5• Kindle/ 9.99/26.99 = 0.37
  12. 12. 2009 2010Digital list 19.99 19.99Print List 26.99 16.99 Kindle 9.99 9.99
  13. 13. 2009 2010Digital list 19.99 19.99Print List 26.99 16.99 Kindle 9.99 9.99
  14. 14. iBook Kindle BN
  15. 15. • / 23.99/34.99 = 0.68• Kindle/ 14.39/23.99 = 0.60• Kindle/ 14.39/34.99 = 0.42
  16. 16. • /• Kindle/ 9.99/19.95 = 0.5• Kindle/ 9.99/19.95 = 0.5
  17. 17. 2009 2010Digital list 19.95Print List 19.95 19.95 Kindle 9.99 16.99
  18. 18. 2009 2010Digital list 19.95Print List 19.95 19.95 Kindle 9.99 16.99
  19. 19. 2009 2010Digital list 19.95Print List 19.95 19.95 Kindle 9.99 16.99
  20. 20. Kindle, BN, iBook
  21. 21. • /• Kindle/ 9.99/22.99 = 0.43• Kindle/ 9.99/22.99 = 0.43
  22. 22. 2009 2010Digital list 22.99Print List 22.99 22.99 Kindle 9.99 10.99
  23. 23. 2009 2010Digital list 22.99Print List 22.99 22.99 Kindle 9.99 10.99
  24. 24. Kindle, BN, iBook
  25. 25. •• Kindle/ 6.59/10.99 = 0.73• Kindle/ 6.59/7.99 = 0.82
  26. 26. 2009 2010Digital list 10.99Print List 7.99 Kindle 6.59 8.99
  27. 27. 2009 2010Digital list 10.99Print List 7.99 Kindle 6.59 8.99
  28. 28. • BN /list 8.79/19.99 = 0.43• BN /BN 8.79/12.99 = 0.67
  29. 29. 8.99
  30. 30. 8.99
  31. 31. Kindle, BN, iBook
  32. 32. • Kindle/ 9.99/14.95 = 0.67
  33. 33. • BN /list 9.99/14.95 = 0.67• BN / 9.99/20.00 = 0.5• BN / 9.99/11.96 = 0.83
  34. 34. 2009 2010 CD MP3
  35. 35. http://assets.en.oreilly.com/1/event/19/Reasons%20To%20Be%20Excited%20Paper.pdf
  36. 36. enriched ebooks
  37. 37. DVD extra
  38. 38. 1.
  39. 39. 2.
  40. 40. 3.
  41. 41. format
  42. 42. enriched
  43. 43. •••• Wholesale model vs. Agency model
  44. 44. 12.42 8.24
  45. 45. 10.99
  46. 46. Wholesale vs. Agencyauthor -> publisher -> wholesaler -> bookstore -> consumerauthor -> publisher -> fixed-price distributor -> consumer
  47. 47. Amazon 35% 65% Kindle 70% 30% Google 63% 37% Apple 70% 30% 75% 25% ! Scribd 80% 20%Smashwords 85% 15%
  48. 48. Amazon Model http://forums.digitaltextplatform.com/dtpforums/entry.jspa?externalID=453
  49. 49. Wholesale vs. Agency• Hachette• HarperCollins• Macmillan• Penguin• Simon & Schuster http://www.mobileread.com/forums/showthread.php?t=79443
  50. 50. Wholesale vs. Agency• Hachette (Grand Central, Little Brown, Faith Words, Windblown, Orbit, Center Street, Yen Press• HarperCollins (Amistad, Avon, Caedmon, Ecco, Eos, Harper, ItBooks, Rayo, William Morrow)• Macmillan (Farrar, Straus and Giroux, FSG, Hill & Wang, Faber & Faber, First Second, Henry Holt & Co., Metropolitan Books, Times Books, Nature Publishing Group, Palgrave Macmillan, Picador, Quick and Dirty Tips, Scientific American, St. Martin’s Press, Minotaur Books, Thomas Dunne Books, Tor/ Forge, Orb Books)• Penguin (Penguin, Ace, Alpha, Amy Einhorn Books/Putnam, Avery, Berkley, Dial, Dutton, Firebird, Frederick Warne, Gotham, Putnam, Grosset & Dunlap, HP, Hudson Street, Jove, NAL, Pamela Dorman Books, Perigree, Philomel, Plume, Portfolio, Prentice Hall, Price Stern Sloan, Puffin, Razorbill, Riverhead, Sentinel, Speak, Tarcher,Viking)• Simon & Schuster (Atria, Folger, Free Press, Gallery, Howard, Pocket, Scribner, Simon & Schuester, Threshold, Touchstone/Fireside) http://www.mobileread.com/forums/showthread.php?t=79443
  51. 51. http://www.guardian.co.uk/books/booksblog/2010/jul/23/authors-amazon-deal-publishing
  52. 52. 15%25%35% B&N50% brand ...
  53. 53. • = 60 80 !• / eStore = 7/3• 20% 30
  54. 54. 180-> 99->80
  55. 55. 180-> 99->80
  56. 56. • • • • • eg. kobo vs. kindle
  57. 57. • • •••
  58. 58. • • • bundles • LBS
  59. 59. Promotion http://toc.oreilly.com/2010/06/the-power-of-promotional-pricing.html
  60. 60. version pricing
  61. 61. Monitoring, Analyzing, Testing
  62. 62. Dynamic Pricing
  63. 63. http://sethgodin.typepad.com/seths_blog/2009/12/the-magic-of-dynamic-pricing.html
  64. 64. http://sethgodin.typepad.com/seths_blog/2009/12/the-magic-of-dynamic-pricing.html
  65. 65. ebook profitTotal Profit = [Number of eBooks Sold x (eBook Price - Transaction Cost)]– InvestmentTotal Profit =[Number of eBooks Sold x (eBook Price x Publisher Share)]– Investment
  66. 66. DRM
  67. 67. DRM
  68. 68. DRM
  69. 69. DRM
  70. 70. DRM
  71. 71. DRM
  72. 72. DRM
  73. 73. socialDRM
  74. 74. socialDRM
  75. 75. socialDRM
  76. 76. socialDRM
  77. 77. http://www.fonerbooks.com/selfpublishing/?p=164
  78. 78. http://www.fonerbooks.com/selfpublishing/?p=164
  79. 79. http://www.fonerbooks.com/selfpublishing/?p=164
  80. 80. http://www.fonerbooks.com/selfpublishing/?p=164
  81. 81. shopping experience,reading experience,device coverage, andhow much freedom theuser has with the booksthey’ve been given from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/
  82. 82. shopping experience,reading experience,device coverage, andhow much freedom theuser has with the booksthey’ve been given from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/
  83. 83. shopping experience,reading experience,device coverage, andhow much freedom theuser has with the booksthey’ve been given from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/
  84. 84. shopping experience,reading experience,device coverage, andhow much freedom theuser has with the booksthey’ve been given from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/
  85. 85. shopping experience,reading experience,device coverage, andhow much freedom theuser has with the booksthey’ve been given from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/
  86. 86. focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/
  87. 87. focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/
  88. 88. focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/
  89. 89. focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/
  90. 90. focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/
  91. 91. focus attention onspecific great books,reward our loyalcustomers, andcelebrate the launch ofnew features, apps orservices. from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/
  92. 92. UI UX
  93. 93. /

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