From the Gutenberg Galaxy Towards a Digital Galaxy:Developments in the Book Industry7. November 2008Liberec Informatics Forum
Hans-Dieter ZimmermannSwiss Institute for Information Research SIIUniversity of Applied Sciences HTW Chur, Switzerland
This presentation is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 2.5 Switzerland Licensehttp://creativecommons.org/licenses/by-nc-sa/2.5/ch/
Agenda
Introduction
Examples
Value Creation Structures and Processes
Conclusions
page 2
Impact of Digitalization on Industries
There is a very obvious transformation of industries going on due to an ongoing digitalization, e.g. in …
BankingTourismMedia
NewspapersMusicMovie
…
… but what about the book industry?No research available
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Digitalization in the Book Industry - Examples
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Digitalization in the Book Industry – Examples:Codev2
Starting point:Lawrence Lessig (1999): Code and Other Laws of Cyberspace.Lessig: Professor at Stanford UniversityFounder of Creative Commons (http://creativecommons.org)
Seite 5[http://codev2.cc/]
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Example: Code v2 by Lawrence Lessig
“That text is Lessig's "Code and Other Laws of Cyberspace." The second version of that book is "Code v2." The aim of Code v2 is to update the earlier work, making its argument more relevant to the current internet.
Code v2 was written in part through a collaborative Wiki. That version is still accessible here. Lessig took the Wiki text as of 12/31/05, and then added his own edits. Code v2 is the result.
The Wiki text was licensed under a Creative Commons Attribution-ShareAlike 2.5 License. So too is the derivative. Reflecting the contributions of the community to this new work, all royalties have been dedicated to Creative Commons.
You can download the full text in PDF form. The text is also available in a Wiki hosted by SocialText. And obviously, you can also buy the book at the links to the right. “
[http://codev2.cc/]
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Digitalization in the Book Industry – Examples: WEbook - User-Generated Books ?
[http://www.businessweek.com/technology]
WEbook - User-Generated Books ?
Seite 8[http://www.webook.com/]
Digitalization in the Book Industry – Examples: User Generated Content: Book Charts
page 9[http://www.mayersche.de/469.3.html]
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Digitalization in the Book Industry – Examples: eBook, eJournal, eEverything?
[http
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Framework to Capture the Changing Value Creation
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Structures Processes
InfrastructuresProducts
Value Creation Structures:Re-Intermediation: Reinforcement of Existing Players
Traditional intermediaries have to redefine their businessBook retailersBook wholesalerPublishing houses
E-Commerce applications
‚Web 2.0‘ applications
ExamplesCatalogues, Online ordering, recommendations, reviews, blogs, book charts, social tagging, communities of interest, additional information about authors such as interviews, etc., search inside, whishlist, ratings, etc.
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Value Creation Structures:Cyber-Mediation: Emerging new Intermediaries
From Re- to Cyber-Mediation: Mangaka.de: A publisher emerges as a communiy manager for mangas(Verlag Droemer Knaur )Open question: Business model?
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Value Creation Structures:Cyber-Mediation: Emerging new Intermediaries
Amazon.comOnline-only bookseller scared traditional player in the mid 90s
Google.comDigitalization of books, ‘search inside’
Libreka.deThe answer to GoogleLibreka.de represents the German booksellers>75’000 books online in fulltextE-Commerce optionsGoal: shall support traditional booksellers… but why should I go the bookseller anymore?
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Value Creation Structures:Cyber-Mediation: Emerging new Intermediaries
Webook.com Collaborative authoring of books
BookRix.com , XinXii.comPlatforms that enable authors to market their e-books directly
‚Books on Demand‘ – bod.deEnables authors to market their printed books directly
Pegastar.com Individualization of books
There are plenty of options to participate in the book market and to cope with the challenges
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Value Creation Processes:Bypassing Traditional Players
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Process Description Example‚Productdesign‘/ text authoring
Individualization of contents: The reader as a co-author
Pegastar.com
Collaborative authoring: Provision of platforms supportingauthors
verlorene-werke.de fantasyautoren.dekurzgeschichten.deWebook.com
Utilization of wikis to integratereaders into the authoring process
codev2.com (Lawrence Lessig)
Value Creation Processes:Bypassing Traditional Players
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Product search
Online applications offered by booksellers, publishers: e.g., reviewbook charts by readers, blogs, ‘search inside’, background information, forums, chats, etc.
,
Google Book Searchlibreka.deOnline book seller and publisherMySpace.comFacebook.com: Virtual BookshelfAffiliate-Programs of Online booksellerswww.literatopia.de
Value Creation Processes:Bypassing Traditional Players
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Order Online orders through publishers Randomhouse.de
Production Book print to orderBod.dePegastar.com
DistributionPure Online distribution as e-books
BookRix.com XinXii.comfree-ebooks.netstoryparadies.deverlorene-werke.de
‚hybrid distribution‘: free download availability but print version to buy
Codev2.com
Direct distribution through authors elfriedejelinek.com
Conclusions
The book market is undergoing a major change
Changes are driven by ICT
Market interaction reaches new heights
Booksellers have to redefine their business
The reader is no longer only a buyer, but a reviewer, co-author, discussant
There are plenty of options - but they have to be tested -
… and there are plenty of threats
… but no sustainable business models yet!
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„I expect that business models will change further and it seems likely that the
traditional music and book publishing industry, for example, will have to
change radically, or die. […] The new digital and networked online
environment simply does not support big intermediaries; the revenues,
moreover, can flow more directly to the artists rather than to the
intermediaries. That’s not to say that they can’t perform useful functions in
career management, production, editing, marketing and the like – but they can
no longer get much of a return on the distribution function that was their
mainstay.”
[Dyson 2006]
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Thanks for your attention.
Hans-Dieter Zimmermannwww.hdzimmermann.net
This presentation is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 2.5 Switzerland Licensehttp://creativecommons.org/licenses/by-nc-sa/2.5/ch/
