emerging ebook markets: workshop tehran book fair 2014 (english version)

Master-Untertitelformat bearbeiten

Mastertextformat bearbeiten

WAYS TO ENTER THE DIGITAL MARKETPLACE SUCCESSFULLY4 May 2014, Tehran International Book Fair

Expert: Steffen Meier, readbox publishing gmbh

Organiser: Frankfurt Book Fair, in cooperation with Tehran Publishers

and Booksellers Union

Sponsored by: German Federal Foreign Office

Financial support:

AGENDA

EBOOK MARKETS: TRANSATLANTIC AND EMERGING MARKETS

THE ROLE OF DEVICES FOR EMERGING DIGITAL MARKETS

HOW TO DEVELOP DIGITAL MARKETS

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

TRANSATLANTIC MARKETSUSA, UK, GERMANY

SOURCE: WHATSTHATPICTURE HTTPS://WWW.FLICKR.COM/PHOTOS/WHATSTHATPICTURE

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

MARKETS & TRENDS: USATHE RISE OF THE EBOOK: AAP (ASSOCIATION OF AMERICAN PUBLISHERS)

Frankfurter Buchmesse © 2014 Steffen Meier

MARKETS & TRENDS : USANEARLY 30% OF ALL BOOKS PURCHASED IN THE U.S. ARE EBOOKS (2009-2012) (BOWKER 2013)

Frankfurter Buchmesse © 2014 Steffen Meier

MARKETS & TRENDS: USAEBOOK REVENUE (AAP 2013): MORE THAN 15 BILLION DOLLAR 2012

Frankfurter Buchmesse © 2014 Steffen Meier

MARKETS & TRENDS: USAEBOOK SALES 2011/2012 IN CATEGORIES (AAP/BISG)

Frankfurter Buchmesse © 2014 Steffen Meier

MARKETS & TRENDS: GERMANY

SURVEY PUBLISHING HOUSES, ALL SEGMENTS COMPRISED, REVENUE SHARE OF E-BOOKS (BÖRSENVEREIN 2012)

Frankfurter Buchmesse © 2014 Steffen Meier

2011 2012 20150

2

4

6

8

10

12

14

16

18

6.2

9.5

16

MARKETS & TRENDS: GERMANY

E-BOOK DISTRIBUTION CHANNELS 2012 IN % (GFK)

Frankfurter Buchmesse © 2014 Steffen Meier

15

4118

16

10

Direct & Other

Amazon

Weltbild

Thalia

Apple

MARKETS & TRENDS: UNITED KINGDOMUK POPULATION (13-79 YRS) WHO HAVE BOUGHT AN EBOOK 2011-2013(NIELSEN BOOKSCAN 2013)

Frankfurter Buchmesse © 2014 Steffen Meier

MARKETS & TRENDS: UKVOLUME SALES OF PHYSICAL BOOKS AND EBOOKS (2011-2013) (NIELSEN BOOKSCAN 2013)

Frankfurter Buchmesse © 2014 Steffen Meier

EMERGING MARKETS

SOURCE: PHOTOPHILDE HTTPS://WWW.FLICKR.COM/PHOTOS/PHOTOPHILDE

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

Ebooks worldwideForecast: North america leads the way in ebook-adoptionconsumer ebook spending in Mio. US Dollar (PWC 2013)

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

WHO HAVE BOUGHT AN E-BOOK IN THE PAST 6 MONTHS?(IN MILLIONS, BOWKER 2012)

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

RUSSIAN EBOOK MARKET(MARKET VOL. 1,8 BILLION DOLLAR, EBOOK > 1%, 2013)

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

BRAZILIAN EBOOK MARKET(EBOOK UNIT SALES JAN/12 TO DEC/13, CARLO CORRENHO)MARKET VOL. 3,7 BILLION DOLLAR, EBOOK 2,5 %)

THE ROLE OF DEVICES FOR DIGITAL MARKETS

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

THE TRANSATLANTIC DOMINANCE IS (WAS) BASED ON SINGLE-PURPOSED DEVICESFOR THE MOMENT…

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

E-BOOK MARKET RELATES ON A DYNAMIC HARDWARE MARKET More ebooks as printed books (amazon)

THE RISE OF THEMULTI-PURPOSED DEVICE(SMARTPHONE, TABLET…)

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

MARKET PENETRATION DEVICES WORLDWIDE (NIELSEN 2011, IN PERCENT)

Frankfurter Buchmesse © 2014 Steffen Meier

Tablet PC

eReader

Netbooks

Mobile Media Devices

Mobile Gaming Consoles

Smartphones

0 5 10 15 20 25 30

4.00

6.00

8.00

16.00

21.00

25.00

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

E-READER VS. TABLETSPeople with e-reading Devices Worldwide (Bookbon 2012)

United States

United Kingdom

France Germany Denmark India United States

United Kingdom

France Germany Denmark India

0

5

10

15

20

25

30

35

30.6%

28.1%

8.1%

11.7%

18.2%

0.5%

16%

13.2%

0.7%

2.6% 2.2%

0.1%

TABLETS EREADER

SINGLE VS. MULTI-PURPOSED DEVICES(IHS, WALL STREET JOURNAL 2013)

Frankfurter Buchmesse © 2014 Steffen Meier

“SMARTPHONES ARE NOW THE WORLD’S DOMINANT COMPUTING DEVICE!”

ALEX COCOTAS, BUSINESS INSIDER 2012

Frankfurter Buchmesse © 2014 Steffen Meier

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

TOP SIX SMARTPHONE MARKETSBASED ON SHARE OF GLOBAL SHIPMENTS

SMARTPHONE USER AFRICA/MIDDLE-EAST MILLION USER, WIRELESS INTELLIGENCE 2010

Frankfurter Buchmesse © 2014 Steffen Meier

Kenya

Morocco

Algeria

South Africa

Saudi Arabia

Turkey

Egypt

Islamic Republic of Iran

Nigeria

0 10 20 30 40 50 60 70 80 90 100

23.7

31.5

31.71

50.12

52.81

62.17

66.27

74.62

86.83

WHY SMARTPHONE?

SOURCE: TECHANDLEARN HTTPS://WWW.FLICKR.COM/PHOTOS/TEACHANDLEARN

Frankfurter Buchmesse © 2014 Steffen Meier

Frankfurter Buchmesse © 2014 Steffen Meier

BRAZIL: BOOKS AND MAGAZINES ARE EVEN MORE POPULAR ON MOBILE DEVICES

"WHILE WATCHING TV AND MOVIES ON MOBILE DEVICES SCORED HIGH WITH YOUNG BRAZILIANS, CONSUMING TRADITIONAL MEDIA SCORED EVEN HIGHER. AROUND 71% OF BRAZILIANS AGED 15-24 REPORT READING BOOKS ON MOBILE DEVICES, WHILE 67% READ MAGAZINES AND 58% READ NEWSPAPERS“.

US-MEDIACONSULTING, 2013

Frankfurter Buchmesse © 2014 Steffen Meier

GERMANY: E-READING ON SMARTPHONES IS ARRIVING…

STUDY 2014 BITKOM/BÖRSENVEREIN

Frankfurter Buchmesse © 2014 Steffen Meier

THE FUTURE OF E-READING IS BASED ON MULTI-PURPOSED DEVICES

Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)

EMERGING MARKETS: DIGITAL FIRST

"E-PUBLISHING GROWTH IS ORGANIC IN THE DEVELOPING WORLD…IN AFRICA, PHYSICAL BOOKS ARE THOUGHT OF AS PRINTED EBOOKS"

OCTAVIO KULESZ

Frankfurter Buchmesse © 2014 Steffen Meier

LEARNINGS

THE EBOOK MARKET IS GLOBALLY GROWING FAST

ONE DRIVER, ESPECIALLY IN EMERGING MARKETS, IS THE SMARTPHONE AS A MULTI-PURPOSED DEVICE

Frankfurter Buchmesse © 2014 Steffen Meier

CHALLENGES IN DIGITAL MARKETS

TECHNICAL WORKFLOWS (FORMATS) & PLATFORMS

CONTENT WITH WHICH TOOLS?WHICH CONTENT FOR WHICH DEVICE?WHICH PLATFORMS REACH YOUR READER?

Frankfurter Buchmesse © 2014 Steffen Meier

CHALLENGES IN DIGITAL MARKETS

METADATA & VISIBILITY IN THE DIGITAL JUNGLE

IF YOUR READER SEARCH FOR CONTENT IN THE WEB – CAN HE FOUND YOU?

WHICH DATA NEEDS YOUR SELLING PLATFORM?Frankfurter Buchmesse © 2014 Steffen Meier

CHALLENGES IN DIGITAL MARKETS

COPYRIGHT

HOW TO PROTECT THE RIGHTS OF YOUR AUTHORS – AND YOURS?

Frankfurter Buchmesse © 2014 Steffen Meier

THANK YOU FOR YOUR ATTENTION

STEFFEN MEIERSTEFFEN.MEIER@READBOX.NET

Frankfurter Buchmesse © 2014 Steffen Meier