march 28, 2012 navigating the ebook landscape and … · • page layout and image handling •...
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NAVIGATING THE EBOOK LANDSCAPE AND BUILDING A
STRATEGY FOR YOUR BUSINESSPresented By:
Marie KetnerTechnology ManagerSheridan Books, Inc.
March 28, 2012
THE EBOOK LANDSCAPE
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EVOLUTION OF THE WEB EBOOK
Social Connectivitylow high
Knowledge
high
low
eBooks 3.0The Semantic eBook
Making eBooks readableby machines. Enrichment
of content.
eBooks 4.0The Symbiotic eBook
Machines that can learn and reason as humans.
eBooks 1.0Just ‘eBooks’
Connecting real people with content to read.
Content was pushed out.
eBooks 2.0The Participatory
eBookCreating value from user
participation. User to user sharing.
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EBOOK PURCHASES (US)
9%
17%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Source: The Book Industry Study Group, Inc, R.R. Bowker, 2012
% book buyers who purchased an e-book (US)
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TOP EBOOK SALES BY GENRE
13.7%
20.9%22.9%
3.1%
14.0%
8.5%
13.1%
Qtr 12009
Qtr 22009
Qtr 32009
Qtr 42009
Qtr 12010
Qtr 22010
Qtr 32010
Qtr 42010
Qtr 12011
Qtr 22011
Fiction Romance
Fiction Mystery
Graphic Novels
Biographies
Cooking
Young Adult
Source: © 2012, the Book Industry Study Group, Inc, R.R. Bowker
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BOOKS READ IN A YEAR
0
5
10
15
20
25
0 1-2 3-5 6-10 11-20 21+
%
# of Books
Non-eReader User Linear (Non-eReader User)
% of Books Read in a Year on eReader Devices
Source: Harris Interactive, September 2011
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BOOKS READ IN A YEAR
0
5
10
15
20
25
30
35
0 1-2 3-5 6-10 11-20 21+
%
# of Books
eReader User Non-eReader User Linear (eReader User)
% of Books Read in a Year on eReader Devices
Source: Harris Interactive, September 2011
19%8%
Power Buyers
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KEY POINTS
eBooks are not replacing print eBook purchases are increasing slowly, but steadilty Gained popularity in specific genres eReader sales have moved beyond early adopters into
early majority Power-buyers are the largest consumers of eBooks
FORMATSTHE EBOOK LANDSCAPE
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CONSUMER DEVICE OWNERSHIP & PREFERENCE
0% 10% 20% 30% 40% 50% 60%
iTouch
iPhone
iPad
Netbook
Kindle (original or DX)
Kindle Touch
Other eBook Reader
Nook
Nook Color
Kindle Fire
Currently Owns Considering Purchase
Source: The Book Industry Study Group, Inc, R.R. Bowker, 2012
Devices/platforms that consumers own or are considering purchase.
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TARGET DEVICES & PLATFORMS
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
PC / Mac
Amazon Kindle
Single-Function EPUB Devices(Nook, Sony Reader, Kobo)
Apple iBookstore
The Apple Store
Android-Based Tablets
The Android Platform
Other Tablet Devices
Android-Based Smartphones
Other Smartphones
Blackberry
Devices/platforms that publishers are targeting for their eBooks.
Source: Aptara – Uncovering eBooks’ Real Impact: Aptara’sThird Annual eBook Survey of Publishers (Sep 2011)
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Standard format for eBooks
Representation of the printed book
Amazon Kindle eBook format
Pros • Flowable text• Hyperlinking• Navigation• Widely supported• XML Based
• Widely supported• Page layout and image
handling
• Flowable text• Navigation• Hyperlinking
Cons • Poor image/table/figure support
• Limited layout capabilities
• Cannot be sized to the device
• Not optimal for eReaders
• Can only be read on theKindle
• Very limited capabilities• Poor image/table/figure
support
EBOOK FORMATS
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CapsDrop-Caps
Image Border
Lists
Links
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Newest version of EPUB KF8 - New Amazon Format for KindleFire (Replaces
Mobipocket)
Structured file format and schema
Pros • Multimedia(Video/Audio)
• MathML• CSS3 / HTML5• Remote resources• XML-Based
• CSS3 / HTML5• Fixed layouts• Improved layout/design
capabilities
• Structured Content• Human & Machine
Readable• Standardized format• Cross-platform
compatible
Cons • Not fully supported by devices
• No definitive timeline for market release
• Kindle’s proprietary format• Does not support the depth
of features in EPUB 3.0
• Cannot be used in its raw form without formatting and styles
• Costly start-up
EBOOK FORMATS (Cont.)
3.0
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Fixed Layout Enhanced eBooks
eBooks that match the layout of the printed publication
Interactive eBooks
Pros • Searchable text• Beautiful design• High-quality graphics• Looks like the print book
• Video• Audio• Pop-up graphics• 3-D images• Animations
Cons • Expensive• Not suited for all types of publications• Must create a separate eBook file for
each application/device• Not supported on all devices
• Multimedia content can be expensive• Must create a separate eBook file for
each application/device• Early stages of development• Not supported on all devices
Best For • Graphic novels• Illustrated books• Children’s books• Comic books
• Publications with access to relevant multimedia material
EBOOK FORMATS (Cont.)
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Searchable Text
Fixed Layout
Audio on Click
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CONVERSION & WORKFLOWTHE EBOOK LANDSCAPE
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SOURCE FILES
38%
21%
18%
7%
5%
3%
2%
7%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Adobe InDesign
XML
Microsoft Word
QuarkXpress
Hard Copy
Other
Unsure
Source: Aptara – Uncovering eBooks’ Real Impact: Aptara’sThird Annual eBook Survey of Publishers (Sep 2011)
Primary source file formats for eBooks
“We think that XML is the most flexible”
“Today, PDF, in nine months, XML”
“Learning how to edit XML so it can be the foundation file”
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FILE CONVERSIONS
IN-HOUSE47% of publishers create eBooks in-house
Improved quality Cost savings
53% of publishers use outside technology partners
Lack of internal capability and resources
Cost savings Volume capacity
OUTSOURCE OTHER TOOLS
Source: Aptara – Uncovering eBooks’ Real Impact: Aptara’sThird Annual eBook Survey of Publishers (Sep 2011)
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EBOOK WORKFLOW EXAMPLEP
UB
LIS
HE
RV
EN
DO
R
Print Book
Define Spec &
Metadata
Build eBook*
eBook Review
Review Meeting
(for complex changes)
Review Spec(for
complex titles)
Edit eBook**
(If needed)
Final Review & Approval
1 2
3
4
5
6
7
8
Example of an eBook Production Workflow using an External Conversion Provider
* Mobipocket creation typically occurs after the ePub is complete.** Steps 5-7 can repeat as necessary until a final approved file is created.
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INTERNAL EBOOK WORKFLOW EXAMPLE
ED
ITO
RIA
L / D
ES
IGN
TEC
H T
EAM
Print Book
Define Spec &
Metadata
Build eBook*
eBook Review
Review Meeting
(for complex changes)
Review Spec(for
complex titles)
Edit eBook**
(If needed)
Final Review & Approval
1 2
3
4
5
6
7
8
Example of an eBook Production Workflow using Internal Resources
* Mobipocket creation typically occurs after the ePub is complete.** Steps 5-7 can repeat as necessary until a final approved file is created.
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DISTRIBUTIONTHE EBOOK LANDSCAPE
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EBOOK DISTRIBUTION
18%
16%
13%
11%
10%
8%
8%
7%
2%
0% 5% 10% 15% 20%
Amazon.com
Our own eCommerce site
Barnes & Noble eBook Store
Apple iBookstore
Other
Kobo/Borders
Sony eBook Store
Apple iTunes
Unsure
Source: Aptara – Uncovering eBooks’ Real Impact: Aptara’sThird Annual eBook Survey of Publishers (Sep 2011)
STM, College, K–12, and Corporate
publishers sell their titles through their own
eCommerce sites at double and almost triple
the rate of Trade publishers (11%).
Primary distribution channels for eBooks
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STANDARD DISTRIBUTION CHANNELS
Publisher Submits
• Metadata (ONIX or CSV)
• ePDF• ePub• MobiPocket• Cover Image
?
?
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DIRECT TO CONSUMER
PROS CONS
Not all shopping cart systems support download fulfillment
Costs of custom development
DRM
Retain revenue Manage assets in a
single place Gather customer data
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ALTERNATIVE CHANNELS
And more…
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ALTERNATIVE SELLING METHODS
Subscriptions • Allow readers to subscribe to your content• Perfect for Book Series
Content Chunking • Offer the purchase of chapters or sections • Repurpose content to create custom publications
Bundling • Bundle eBooks with the Printed Copy
Partnerships • Partner with retailers that sell similar products• Find partners that are integrated with existing channels
(e.g. Subtext and Google eBooks)Author Websites • Leverage your authors and create a brand for them
• Great opportunity to reach targeted audience
STEPS TO SUCCESSBUILDING A STRATEGY FOR YOUR BUSINESS
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TRAIN/HIRE INTERNAL STAFF
KNOWLEDGE OF: eBook File Formats HTML / CSS XML
HOW: Webinars Conferences Technology Partners Hands-On Practice
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INVEST IN A DEVICE LAB
Device Type Examples
DedicatedeReader
Kindle, Nook, Sony Reader
eReader Tablet KindleFire, Nook Tablet
iPad iPad2, iPad3
Android-BasedTablet
Motorola Xoom, Samsung Galaxy
Smartphone iPhone, iTouch, Android-based smartphone, Blackberry
“Students who engage in hands-on learning activities, outperform their peers significantly.”
2
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KNOW YOUR AUDIENCE
Research ebook buying behaviors of your audience demographic, gender and generation
Customer surveys Pilot tests in the
marketplace
3
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SELLING & MARKETING STRATEGY
Choose Channels that fit your Audience
It’s not necessary to Sell to the Masses
Use Social Media Outlets
Leverage Authors Think Creatively!
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CONVERSION STRATEGY
In-house or external partners
Front list / back list Standard, fixed layout, or
enhanced eBooks Define quality standards
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CREATE ACHIEVABLE MILESTONES
Q1 2012 Q2 2012• Train/Hire Staff• Invest in a Device Lab• Research Your Audience• Create Milestones
• Define Quality Standards• Define Conversion Strategy• Evaluate External Partners
Q3 2012 Q4 2012• eBook conversions• Define selling strategy
• 3rd Party Distribution• Direct to Consumer Selling Solution
Q1 2013 Q2 2013• Implement XML Workflow • TBD
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CREATE CONTENT FOR THE FUTURE
1. Digital Workflows2. Multimedia3. Semantic Tagging4. Structured Content5. Relational Data6. Discoverability
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STEPS TO SUCCESS1 Train/Hire Staff
2 Invest in a Device Lab
3 Know Your Audience
4 Selling & Marketing Strategy
5 Conversion Strategy
6 Create Achievable Milestones
7 Think Future, Think Digital!
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