going mobile checklist for delivering your content on devices ulhas anand sr. product manager
TRANSCRIPT
Going MobileChecklist for Delivering Your Content on Devices
Ulhas AnandSr. Product Manager
• Electronic
• Geographic
• Language
• Ancillary
• Media
Rights
Rights – Electronic
Rights – Geographical
Source: Wikipedia, http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use
Rights – Language
• Devices are there, now
for the content
• Spanish, Mandarin and
Russian markets will
mature
• Same title multiple
languages
Rights – Ancillary
• Ancillaries like audio, videos, images,
instructor resources, etc.
• Deliver what other aggregate stores do not
• Replace back-of-the-book CD/DVD-ROMs
Rights – Media
• Associated media
• Games and Videos
• Passive and participative experiences
• Rentals
• Subscriptions
• Freemium
• Ancillary
• Bundles
Pricing
• Secure rental models
• For individuals, institutions and libraries
• Fraction of cost, micro payments
• Geographies with weaker currencies
• Alternative to photocopying
Pricing – Rentals
• For individuals, institutions, book clubs,
associations and libraries
• Set of titles, title series, categories or entire
catalog
• Multi-seat and concurrency licenses
Pricing – Subscriptions
• Offer free content
• Advance digital copies and virtual sampling
• Content sharing among friends
• Sample chapters, ancillaries, etc.
• Access full content with limitations
• Up-sell to full access
Pricing – Freemium
• Add-on products
to monetize
rights
• Image and video
stock sales
• Usage rights
based pricing
Pricing – Ancillary
• Electronic + Print
• eBook + ancillaries
• eBook download + cloud
Pricing – Bundles
Source: O’reilly Books and Videos, http://www.oreilly.com
Develop a marketing plan that includes
•PR
•Website
•Social Media
•Affiliate Network (Reviewers, Bloggers, etc.)
•Institutional sales plan
Marketing
• XML (content, catalog and meatadata)
• ePUB
Formats
• Usability
– WYSIWYG from Typesetting
– Fixed format display
– Suitable for tablets
• Advantages
– DRM through Adobe ACS4
– Low-cost content preparation
– Typesetting Software does not matter
Formats – PDF
• Disadvantages
– Smaller screen support
o No-reflow of text
– File size
– Enrichments
– Licensing cost
o ACS4
o RM SDK
Formats – PDF
• Usability
– Storage format
– Content, catalog and
metadata
• Advantages
– Extensible
– Future Proof, not
limited to one format
Formats – XML
• Disadvantages
– Needs planned
typesetting workflows
– More expensive in the
beginning
– Legacy content
support
• Usability
– Re-flowable text
– Suitable for all devices
• Advantages
– Format is a webpage
– Future proof, can work
outside an app
– Books-on-the-cloud
Formats – ePUB
• Disadvantages
– Formatting
– Enrichments
– Content conversion
costs
– No DRM
• Aggregators
– Metadata & content requirements
– Pricing model
– Reports
• Operating Systems
– What do/will your readers use?
– Prevalence, market share
– Rate of growth, future
Delivery
• Your own ebookstore
• Apps
• Buy once, read anywhere
Relationships
• Your own ebookstore
– Are your customers, your customers?
– Offer distinct advantages
– Marketing is vital
– Get to know your users
– Establish relationships
Relationships
• Apps
– Provide Apps that are useful
– Your value add
o Content
o Presentation
o Usability
– Rethink content flow
– Make use of the medium
– Make authors and users participate
Relationships
• Buy once, read anywhere
– Books-on-the-cloud
– Multi-format delivery
– Advantages to users that
approach direct
Relationships
• Offer to everyone, business model without
boundaries of Countries, Languages, Formats, OS
or Market places
• Don’t sell the same book to a user, without
creating additional value
• Offer more to those who come direct
• Allow authors and users to participate and be a
part of the content
• Make your customers, truly your customers
Relationships
