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Digital Change in Publishing:Lessons Learned in the US,[object Object],Mike Shatzkin,[object Object],To the IfBookThen Conference,[object Object],Milan, Italy,[object Object],4 February 2011,[object Object]
A brief history of ebooks in the US,[object Object],Why America was first: 300 million people, one language, one set of commercial laws,[object Object],It started complicated in the early 1990s: Voyager Expanded Book and CD-Roms,[object Object],Simple straight text in late 90s: Rocket Book, Softbook, then PDAs (Palm and MS) plus PDFs on PCs,[object Object],Sony Reader introduced in 2005,[object Object],Into 2007, Palm “dominates” device reading in a miniscule market,[object Object],2,[object Object]
But with the arrival of Kindle, everything changed,[object Object],Kindle introduced November 2007: almost instant success,[object Object],Why? Title selection; direct downloads; good reading experience; Amazon audience,[object Object],And pricing,[object Object],But that caused problems for publishers,[object Object],3,[object Object]
Why publishers wanted to restrain Amazon’s growth in 2009,[object Object],Two segments of growth: online print sales and device-read ebook sales,[object Object],Amazon market share north of 70%, perhaps 80% on both,[object Object],Proven willingness to twist arms for margin,[object Object],Online sales hegemony probably unassailable,[object Object],Kindle alone was locking up heavy readers,[object Object],Amazon’s very aggressive pricing was scary,[object Object],4,[object Object]
Agency was their answer; and maybe it worked,[object Object],Key to agency: price set by publisher, not retailer,[object Object],Five of six top US publishers do it; so most top titles are price-controlled,[object Object],Amazon device ebook share drops 30-40%,[object Object],Other factors: Nook, iPad, Google,[object Object],5,[object Object]
Experience with ebooks so far:some lessons learned,[object Object],Price matters a lot, but high priced branded books can sell (even at $20!),[object Object],Early device adopters tend to be heavy readers (practical and financial reasons),[object Object],Effective interoperability was important, but provided within “closed” systems,[object Object],Ebook sales, at least at first, are frontlist-driven,[object Object],Impact on brick-and-mortar: significant,[object Object],6,[object Object]
And now America exports an ebook infrastructure,[object Object],Three big companies might dominate the global ebook market, all American: Amazon, Apple, Google,[object Object],Wild cards (at the moment): Kobo, Sony,[object Object],And longer shots: Copia, Blio, consumer electronics players and mobile phone players,[object Object],And a US player which should go global: B&N,[object Object],7,[object Object]
These players come with capabilities and audiences,[object Object],All sourcing titles in all languages,[object Object],All have multi-device platforms,[object Object],Each has, or is developing, a separate content-focused app market; separate opportunities, separate platform challenges (Apple, Android in flavors, and Kindle – so far),[object Object],Many have ambitions to control some content exclusively,[object Object],8,[object Object]
How can local ebook resellers compete?,[object Object],Carry titles in all languages,[object Object],Deliver multi-device functionality,[object Object],Keep up with features (lending, notes, dictionaries),[object Object],Deliver impeccable customer service,[object Object],Provide local propositions for libraries and institutions,[object Object],Deliver local in-store support and promotion (the B&N example),[object Object],9,[object Object]
And retailers need to play to native strengths,[object Object],Work with local authors, IP owners, and brands to capture and provide unique content,[object Object],Maximize knowledge of local content silos, pricing practices, and rights,[object Object],Market to your own language-based customers globally!,[object Object],10,[object Object]
What publishers should be thinking about,[object Object],Don’t waste resources defending print; you can’t,[object Object],Rethink your capabilities to gain advantage in digital: products and marketing,[object Object],Don’t be fooled by a currently trivial ebook market, pricing protection, or VAT issues: US tells you change comes faster than you think,[object Object],Be conscious of verticals; think about audiences you serve, not just IP you own,[object Object],“Start with XML”: workflows must deliver print andepub,[object Object],11,[object Object]
We’re all global publishers now,[object Object],Know Amazon, Apple, and Google like an American,[object Object],Rethink exploiting your own IP: should you do an English edition? Or a dual-language ebook?,[object Object],Rethink rights acquisition; should you acquire by territory instead of by language?,[object Object],Recognize English-language books as a competitor at home; use price, release dates as weapons when you can,[object Object],Accept this reality: bookstores will decline,[object Object],12,[object Object]

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Digital Change in Publishing: a lesson learned in the US

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