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It’s an Either/And World

It’s an Either/And World. Ruth Jones April 2009. Trends for 2009. The economy will continue to be a major factor in 2009 Print sales are likely to remain relatively flat E-book sales will continue to grow at a rapid pace

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It’s an Either/And World

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  1. It’s an Either/And World Ruth Jones April 2009

  2. Trends for 2009 • The economy will continue to be a major factor in 2009 • Print sales are likely to remain relatively flat • E-book sales will continue to grow at a rapid pace • Print-on-Demand projected to row modestly with sudden – 41% growth in 2011

  3. Trends for 2009 (cont) Publishers are searching for a single digital content solution to help them evolve their traditional business models with limited risk and cost Multiple formats, devices, distribution and sales opportunities Publishers increasingly have a new focus on the ultimate consumer, as opposed to retail or distribution partners Global/international solutions becoming increasingly important Green concerns will continue to grow as a factor in decision making

  4. Changing Marketplace Retailers ramping up e-commerce operations Web 2.0 introduces new ways to drive content discovery – and sales – online Libraries worldwide looking to expand without expanding physical footprint Consumers expecting content to be ‘always’ available Content globalisation – worldwide opportunities Optimisation of existing content in multiple formats

  5. New Marketplace Dynamics Consumer increasingly in control Audience fragmentation “iTunes” pricing model becoming the norm Sales no longer concentrated Global opportunity

  6. E-Books are Growing…and Will Continue to Grow • E-book sales were up 118% for the month of December and ~50% year over year • AAP estimates that in 2008 e-books will represent $100m in revenue for the major publishing houses • E-book sales will grow from ~$150 M in 2008 to ~ $550M in 2011 • Compound annual growth of 38.4% • Over time, growth will increase more rapidly in EMEA, Asia and developing markets: • Estimated Market share in 2011 • US 50% • EMEA 28% • AP 15% • Other Regions 7% Source: Outsell, Inc. E-books Market size, Share and forecast 2009

  7. Change Requires Disruption Desktop publishing Replaced traditional publishing Digital printing Digital print decision is creeping 1,000 copies/250 copies Downloadable content

  8. e-Readers are Here… Amazon sold ~ 240,000 Kindle readers in 2008* Kindle announced in UK in September 2008 Amazon expect 30,000 sold by year end 2009, along with 75,000 books Waterstone’s launched in September 2008 and has sold 100,000 titles Sony has sold ~ 300,000 readers since 2006 * source techcrunch

  9. But Other Devices are More Prevalent Professionals who own devices: 1.2% owned Sony reader .9% owned kindle 10.7% owned iPhone or iPod touch 50.4% owned iPod Students who own devices 1.2% owned Sony reader or Kindle 31% owned a Smartphone 71% owned iPod 98.4% of students own a computer 73.7% of those are laptops Apple celebrated 500 million apps downloaded to iPhones in the first six months of the app store More than half a million were eReader – an application powered by Ingram Digital with over 50k titles Over 800 million apps have now been download from App Store Source: Outsell, Inc. E-books Market size, Share and forecast 2009

  10. It’s Complicated Many types of material Trade, Reference, Textbook, Journal, Digital Audio Book Numerous formats and DRM types ePDF, pPDF, epub, Lit, Mobi, PDB, MP3, MP4… Many distribution channels Wholesale, physical retail, online retail, publisher websites, library suppliers, library consortia, libraries, friends, thieves… Many economic models Download, perpetual, subscription, loan, pay-per-view, single-user, multi-user, consortium… Many platforms Websites, browser-based platforms, computers, PDAs, e-book readers, phones, MP3-players…

  11. What are we Dealing With? The three “C”s Content Repurposed Biz models Formats Customer “demand” driven Devices Interactivity Costs of playing Not everyone can be “Google” In-house vs. outsourcing debate Standardisation and formats Leveraging the relationship with the end-user, even if the reader isn’t the 1st-instance buyer

  12. Which Road to Take Why not all of them? Print Digitised files Print-on-demand Downloadable e-book Full book or chapters Multiple formats Mobile devices Online subscriptions Collection Stand alone With print-on-demand option – reach more than 30,000 customers through Ingram Book Group sales channels

  13. An “Either/And” World Print and “e” Press run and print-on-demand Individual sales and chapters and subscriptions Print + POD + online e-books + downloadable e-books + audio books + mobile enabled files Print _ POD + e + e + e + e …

  14. Winning Strategies Winners EPUB and PDF Address ALL major formats Historic content Print files Print-on-Demand E-content Conversions Taking advantage of search, discovery and viral marketing Widget Search and Discover Trying new approaches to consolidate “p” and “e” distribution Losers Not going digital NOW Don’t lock in on a single format Ex. Mobi for Kindle/Amazon Keeping it “traditional” Missing the opportunities from digital distribution

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