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inside
      piracy
What we can learn from pirates
Introduction

                        Timo Boezeman
         Digital Publisher for Arbeiderspers|A.W. Bruna Publishers
                  The largest Dutch commercial publisher




                              Twitter @boezeman
                      Blogs boekeman.blogspot.com (Dutch)
                   futurebook.net/blogs/timo-boezeman (English)



inside
piracy
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
Who is the pirate?

         Technology adoption lifecycle




inside
piracy                               @boezeman for #ibt12
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
Who is the pirate?




inside
piracy                        @boezeman for #ibt12
What is piracy?

                        Piracy ≠ theft




         Theft removes the original   Piracy makes a copy




inside
piracy                                                      @boezeman for #ibt12
“The losses due to piracy are far
    outweighed by the benefits of the free
            flow of information.”
                  Tim O’Reilly




inside
piracy                               @boezeman for #ibt12
But piracy is bad, right?!

            Of course it is!




inside
piracy                         @boezeman for #ibt12
So we should fight it!

            “We should hunt them down,
         shut them off and put them on trial!”




inside
piracy                                    @boezeman for #ibt12
So we should fight it!

            “We should hunt them down,
         shut them off and put them on trial!”

                         No.




inside
piracy                                    @boezeman for #ibt12
Why do people pirate?

                     Not because:
          -   They see publishers as greedy grabbers
                   -    They hate copyright
                -    They just don’t want to pay




inside
piracy                                                 @boezeman for #ibt12
Why do people pirate?

          But because of three reasons:
            -   Large number of titles available
                       -  Low price
                     -   Ease of use




inside
piracy                                             @boezeman for #ibt12
What you shouldn’t do

            Don’t think in terms of:
                       -        Threats
                           -     Fears
                   -           Lawsuits




inside
piracy                                    @boezeman for #ibt12
What you shouldn’t do

           So don’t go fighting piracy:
                     -     You can’t stop it
             -   It will cost you time and money
                 -     It will hurt your image




inside
piracy                                             @boezeman for #ibt12
What you shouldn’t do

             And also don’t think that:
             -    Every download is a missed sale
          -   Stop publishing e-books will stop piracy
              -    People want everything for free
            -   The world is still divided in territories




inside
piracy                                                      @boezeman for #ibt12
How you should see it

         Piracy is a sign that the world has
                changed (digitized).

           That world is reality. It’s now!

             Fighting against that world
         is the dumbest thing you can do.
inside
piracy                                        @boezeman for #ibt12
“My problem isn't piracy, it's obscurity.”
           Cory Doctorow (blogger, journalist)




inside
piracy                                           @boezeman for #ibt12
What you should do

             Think in terms of:
               -        Opportunities
                   -    Advantages
                      -   Learning
                    -    Adaptation




inside
piracy                                  @boezeman for #ibt12
What you should do

See piracy as something you can learn from:
               -        Complete title catalogue
               -        In all desired file formats
                   -     Works on every device
           -         Without DRM or other hassle
                      -     In logical bundles




inside
piracy                                                @boezeman for #ibt12
What you should do

                          So, rather:
           -     Focus for 100% on your potential buyers
           -    See it as sampling, people being interested
             -    Take over control and spread it yourself
         -     Launch your titles worldwide at the same time
             -    See it as something you can learn from




inside
piracy                                                   @boezeman for #ibt12
What you should do

   The best way to deal with piracy is three-fold:
   -       Offer your titles in different editions/file formats (tastes)
         -   Offer price variations from free to very expensive
                       -     Get rid of all the hassle




inside
piracy                                                         @boezeman for #ibt12
“Pirating can act as an introduction to an
                artist’s work.”
            Paulo Coelho (Brazilian author)




inside
piracy                                        @boezeman for #ibt12
Look at other industries

         What have they done wrong?




inside
piracy                            @boezeman for #ibt12
Look at other industries

           What have they done wrong?

         Don’t make those mistakes yourself




inside
piracy                                  @boezeman for #ibt12
Look at other industries

         What have they done right?




inside
piracy                                @boezeman for #ibt12
Look at other industries

         What have they done right?

     Try to translate that to the book world




inside
piracy                                 @boezeman for #ibt12
What did they do wrong?
    - Very slow reaction to a changing and digitizing world
             (where Napster and Kazaa where quick)
                    - Limited title catalogue
                   - Device-dependent files
                             - DRM
      - High prices (to close to their physical equivalent)
            - Delayed launching in other territories
             - Lawsuits (i.e. Metallica vs. Napster)




inside
piracy                                              @boezeman for #ibt12
What did they do right?
         - Come with a strong new business model (Spotify)
                     - Complete title catalogue
                     - Device-independent files
          - No more DRM or complete ecosystems (iTunes)
            - Better pricing (thanks to iTunes and Spotify)




inside
piracy                                                 @boezeman for #ibt12
How can we copy that?

Almost everything can be copied to our world:
        - Enlarge the title catalogue for as far as you can
          - Make your files compatible with all devices
  - Leave out the DRM, or use social DRM/watermarking (which
                     doesn’t annoy the consumer)
- Look for a better pricing, which reflects the feeling you have with
                  digital (and this doesn’t mean free)
    - Dare to experiment with new business models (freemium,
                 streaming services like 24Symbols)
           - Dare to launch worldwide simultaneously
inside
piracy                                                   @boezeman for #ibt12
Summed up
Do                                    Don’t
Think in: opportunities, advantages   Think in: threats, fears, lawsuits
and lessons learned                   Think that: piracy = missed sales
Focus for 100% on potential buyers    Think people want everything for free
See piracy as sampling                Fight piracy
Take over control                     Be slow
Offer a complete title catalogue      Offer little titles
Which works on every device           Use DRM
Without any hassle                    Price high
Learn from piracy                     Think in territories
Launch worldwide the same time        Frustrate your customers
Experiment with new business models


inside
piracy                                                        @boezeman for #ibt12
“Why join the navy if you can be a pirate?”
                  Steve Jobs




inside
piracy                             @boezeman for #ibt12
Thank you!



         Any questions?




inside
piracy                    @boezeman for #ibt12

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Inside Piracy

  • 1. inside piracy What we can learn from pirates
  • 2. Introduction Timo Boezeman Digital Publisher for Arbeiderspers|A.W. Bruna Publishers The largest Dutch commercial publisher Twitter @boezeman Blogs boekeman.blogspot.com (Dutch) futurebook.net/blogs/timo-boezeman (English) inside piracy
  • 3. Who is the pirate? inside piracy @boezeman for #ibt12
  • 4. Who is the pirate? inside piracy @boezeman for #ibt12
  • 5. Who is the pirate? inside piracy @boezeman for #ibt12
  • 6. Who is the pirate? inside piracy @boezeman for #ibt12
  • 7. Who is the pirate? Technology adoption lifecycle inside piracy @boezeman for #ibt12
  • 8. Who is the pirate? inside piracy @boezeman for #ibt12
  • 9. Who is the pirate? inside piracy @boezeman for #ibt12
  • 10. What is piracy? Piracy ≠ theft Theft removes the original Piracy makes a copy inside piracy @boezeman for #ibt12
  • 11. “The losses due to piracy are far outweighed by the benefits of the free flow of information.” Tim O’Reilly inside piracy @boezeman for #ibt12
  • 12. But piracy is bad, right?! Of course it is! inside piracy @boezeman for #ibt12
  • 13. So we should fight it! “We should hunt them down, shut them off and put them on trial!” inside piracy @boezeman for #ibt12
  • 14. So we should fight it! “We should hunt them down, shut them off and put them on trial!” No. inside piracy @boezeman for #ibt12
  • 15. Why do people pirate? Not because: - They see publishers as greedy grabbers - They hate copyright - They just don’t want to pay inside piracy @boezeman for #ibt12
  • 16. Why do people pirate? But because of three reasons: - Large number of titles available - Low price - Ease of use inside piracy @boezeman for #ibt12
  • 17. What you shouldn’t do Don’t think in terms of: - Threats - Fears - Lawsuits inside piracy @boezeman for #ibt12
  • 18. What you shouldn’t do So don’t go fighting piracy: - You can’t stop it - It will cost you time and money - It will hurt your image inside piracy @boezeman for #ibt12
  • 19. What you shouldn’t do And also don’t think that: - Every download is a missed sale - Stop publishing e-books will stop piracy - People want everything for free - The world is still divided in territories inside piracy @boezeman for #ibt12
  • 20. How you should see it Piracy is a sign that the world has changed (digitized). That world is reality. It’s now! Fighting against that world is the dumbest thing you can do. inside piracy @boezeman for #ibt12
  • 21. “My problem isn't piracy, it's obscurity.” Cory Doctorow (blogger, journalist) inside piracy @boezeman for #ibt12
  • 22. What you should do Think in terms of: - Opportunities - Advantages - Learning - Adaptation inside piracy @boezeman for #ibt12
  • 23. What you should do See piracy as something you can learn from: - Complete title catalogue - In all desired file formats - Works on every device - Without DRM or other hassle - In logical bundles inside piracy @boezeman for #ibt12
  • 24. What you should do So, rather: - Focus for 100% on your potential buyers - See it as sampling, people being interested - Take over control and spread it yourself - Launch your titles worldwide at the same time - See it as something you can learn from inside piracy @boezeman for #ibt12
  • 25. What you should do The best way to deal with piracy is three-fold: - Offer your titles in different editions/file formats (tastes) - Offer price variations from free to very expensive - Get rid of all the hassle inside piracy @boezeman for #ibt12
  • 26. “Pirating can act as an introduction to an artist’s work.” Paulo Coelho (Brazilian author) inside piracy @boezeman for #ibt12
  • 27. Look at other industries What have they done wrong? inside piracy @boezeman for #ibt12
  • 28. Look at other industries What have they done wrong? Don’t make those mistakes yourself inside piracy @boezeman for #ibt12
  • 29. Look at other industries What have they done right? inside piracy @boezeman for #ibt12
  • 30. Look at other industries What have they done right? Try to translate that to the book world inside piracy @boezeman for #ibt12
  • 31. What did they do wrong? - Very slow reaction to a changing and digitizing world (where Napster and Kazaa where quick) - Limited title catalogue - Device-dependent files - DRM - High prices (to close to their physical equivalent) - Delayed launching in other territories - Lawsuits (i.e. Metallica vs. Napster) inside piracy @boezeman for #ibt12
  • 32. What did they do right? - Come with a strong new business model (Spotify) - Complete title catalogue - Device-independent files - No more DRM or complete ecosystems (iTunes) - Better pricing (thanks to iTunes and Spotify) inside piracy @boezeman for #ibt12
  • 33. How can we copy that? Almost everything can be copied to our world: - Enlarge the title catalogue for as far as you can - Make your files compatible with all devices - Leave out the DRM, or use social DRM/watermarking (which doesn’t annoy the consumer) - Look for a better pricing, which reflects the feeling you have with digital (and this doesn’t mean free) - Dare to experiment with new business models (freemium, streaming services like 24Symbols) - Dare to launch worldwide simultaneously inside piracy @boezeman for #ibt12
  • 34. Summed up Do Don’t Think in: opportunities, advantages Think in: threats, fears, lawsuits and lessons learned Think that: piracy = missed sales Focus for 100% on potential buyers Think people want everything for free See piracy as sampling Fight piracy Take over control Be slow Offer a complete title catalogue Offer little titles Which works on every device Use DRM Without any hassle Price high Learn from piracy Think in territories Launch worldwide the same time Frustrate your customers Experiment with new business models inside piracy @boezeman for #ibt12
  • 35. “Why join the navy if you can be a pirate?” Steve Jobs inside piracy @boezeman for #ibt12
  • 36. Thank you! Any questions? inside piracy @boezeman for #ibt12