from the gutenberg galaxy towards a digital galaxy: developments in the book industry

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From the Gutenberg Galaxy Towards a Digital Galaxy: Developments in the Book Industry 7. November 2008 Liberec Informatics Forum Hans-Dieter Zimmermann Swiss Institute for Information Research SII University of Applied Sciences HTW Chur, Switzerland This presentation is licensed under a Creative Commons Attribution- Noncommercial-Share Alike 2.5 Switzerland License http://creativecommons.org/licenses/by-nc-sa/2.5/ch/

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invited talk, Liberec, Nov. 2008

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From the Gutenberg Galaxy Towards a Digital Galaxy: Developments in the Book Industry

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 License

http://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

Banking Tourism Media

Newspapers Music Movie

but what about the book industry? No research available

page 3

Digitalization in the Book Industry - Examples

page 4

Digitalization in the Book Industry Examples:Codev2

Starting point: Lawrence Lessig (1999): Code and Other Laws of Cyberspace. Lessig: Professor at Stanford University Founder of Creative Commons (http://creativecommons.org)

Seite 5[http://codev2.cc/]

Seite 6

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/]

Seite 7

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]

Seite 10

Digitalization in the Book Industry Examples: eBook, eJournal, eEverything?

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Framework to Capture the Changing Value Creation

page 11

Structures Processes

InfrastructuresProducts

Value Creation Structures:Re-Intermediation: Reinforcement of Existing Players

Traditional intermediaries have to redefine their business Book retailers Book wholesaler Publishing houses

E-Commerce applications

Web 2.0 applications

Examples Catalogues, 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.

page 12

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?

page 13

Value Creation Structures:Cyber-Mediation: Emerging new Intermediaries

Amazon.com Online-only bookseller scared traditional player in the mid 90s

Google.com Digitalization of books, search inside

Libreka.de The answer to Google Libreka.de represents the German booksellers >75000 books online in fulltext E-Commerce options Goal: shall support traditional booksellers but why should I go the bookseller anymore?

page 14

Value Creation Structures:Cyber-Mediation: Emerging new Intermediaries

Webook.com Collaborative authoring of books

BookRix.com , XinXii.com Platforms that enable authors to market their e-books directly

Books on Demand bod.de Enables 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

page 15

Value Creation Processes:Bypassing Traditional Players

page 16

Process Description ExampleProductdesign/ 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

page 17

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

page 18

Order Online orders through publishers Randomhouse.de

Production Book print to order Bod.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!

page 19

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. Thats not to say that they cant 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]

page 20

page 21

Thanks for your attention.

Hans-Dieter Zimmermannwww.hdzimmermann.net

This presentation is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 2.5 Switzerland License

http://creativecommons.org/licenses/by-nc-sa/2.5/ch/

From the Gutenberg Galaxy Towards a Digital Galaxy:Developments in the Book IndustryAgendaImpact of Digitalization on IndustriesDigitalization in the Book Industry - ExamplesDigitalization in the Book Industry Examples:Codev2Example: Code v2 by Lawrence LessigDigitalization in the Book Industry Examples: WEbook - User-Generated Books ?WEbook - User-Generated Books ?Digitalization in the Book Industry Examples: User Generated Content: Book ChartsDigitalization in the Book Industry Examples: eBook, eJournal, eEverything?Framework to Capture the Changing Value CreationValue Creation Structures:Re-Intermediation: Reinforcement of Existing PlayersValue Creation Structures:Cyber-Mediation: Emerging new IntermediariesValue Creation Structures:Cyber-Mediation: Emerging new IntermediariesValue Creation Structures:Cyber-Mediation: Emerging new IntermediariesValue Creation Processes:Bypassing Traditional PlayersValue Creation Processes: Bypassing Traditional PlayersValue Creation Processes: Bypassing Traditional PlayersConclusions Foliennummer 20Thanks for your attention.