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Why Amazon, Apple, Google, Microsoft, etc. are interested in your business?
Because they believe that there are huge business opportunities in digital education
Rationale behind B&N / Microsoft operation
Estimated potential value of education market in the USA
Valued at 1,7 billion USD
Twice the value of B&N
Impact of their arrival in the STM market
Accelerate the demand for digital content
Predatory pricing strategy
and great online services
How to compete against them?
Must innovate new services, processes, technologies, etc.
Publishers must embrace innovation as a service to their customers
“Innovation is the creation of better or more effective products, processes, services, technologies, or ideas…”
Users are more willing to pay for services than for content
What do I mean by services?
Fragmentation of content Self-publishing services Recommendations systems based on real
affinities rather than purchase Perpetual access to reader’s comments and
aggregated notes Access to knowledge communities Track record of purchase history Reading behaviour feedback Assessment and evaluation tools
From a unit sale and license business model to a fragmented one
Must offer “Slice & remix” services
Create your own materials – Remix content
http://academicpub.sharedbook.com/academicpub/
Platforms to sell fragmented content
http://www.comunicacion-cultural.com/2010/04/27/lectura-de-contenidos-fragmentados/
Growing demand of fragmented content
New reading and writing habits USD1,12 million in just 3 months
Develop technologies that fragment content
http://www.comunicacion-cultural.com/2012/06/14/citia-reinventando-la-forma-de-leer/
Embrace self-publishing
Do not ignored it- Don’t make the same mistake the trade sector did
Wolters Kluwer is allready in the game
Amazon Education KDP and textbook rentals
Apple is creating the tools for teachers
As well as MS and Google
And oustanding “outsiders”
http://www.inkling.com/
Impact of open access, fragmented books and selfpublishing
More content = less visibility of your products
Must invest in discoverability services
Today we search for books this way
Tomorrow (today) we will search this way
400% increase in web searches via smartphones
Search is done at point of sale (bookstores, libraries, etc.)
Results are shared in Social Networks
44% europeans have smartphone / devices
Is your website mobile friendly?
Do you know how many readers access your site via mobile devices?
Add QR codes and NFC chips to your content Beyond promotional use, inteligent e-commerce
http://www.dosdoce.com/articulo/opinion/3754/comercio-electronico-movil/
Before: More information about the book / author
Now: Borrow / buy the digital version of the book
Beyond the purchase variable“Customers who bought this book also bought…”
Shared reading (education) will help students discover new content
Tecnologies that discover you other students with same needs / problems
Discover other books within a book
From a text based world to a more visual learning environment
Need to provide visual discoveries = satisfaction rate
Invest in new ways to explain knowledge
http://www.comunicacion-cultural.com/2011/12/14/cowbird-herramienta-colaborativa-para-contar-historias/
Images that talk to us
http://www.fotobabble.com/
Discover new books via note sharing
http://www.comunicacion-cultural.com/2011/11/03/todas-las-notas-y-parrafos-de-interes-en-un-unico-lugar-con-findings/
Working groups within the textbook
http://www.youtube.com/watch?v=4WeSSoDBcuw&feature=youtu.be
Different discoverability doors into the world of knowledge
What do all these technologies have in common?
Metadata beyond articles and books
Metadata to link images, tables, fragmented content, user generated content, behavioural analytics, etc
Impact of metadata in sales
http://www.nielsenbookdata.co.uk/uploads/3971_Nielsen_Metadata_white_paper_A4%281%29.pdf
Must add enriched metada fields
Short description, long description, review / comments y author bio
Competitive advantage in the XX
Competitive advantage in the XXI century
Data mining and management
Your e-book is reading you
http://online.wsj.com/article/SB10001424052702304870304577490950051438304.html?KEYWORDS=amazon
In the digital economy, you must know your client behaviour to service their needs
http://www.flickr.com/photos/29890539@N07/4648496819
Must extract the patterns of connection among people
Day / hour of the week discoverability takes place
Day / time book purchase
Learning behaviour in an Android device
Learning behaviour in an iPad
Mixed readings
Must track & analyze social reading practices
To provide services based on REAL satisfaction and needs (demands)
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Dynamic pricing strategy
Based on offer / demand
No longer annual contracts
Dynamically priced ebookstore
To compete with Amazon, Apple, Google, etc
Economies of scale are very important
Do not work in silos
Must share resources & efforts
http://www.comunicacion-cultural.com/2012/05/16/educacion-compartida-para-la-era-digital/
Create an alternative open ecosystem
DRM free platform with all formats
Pottermore case
DRM free, all languages, export
New digital export opportunities
Internet has no frontiers
Think about technology as a service
But to compete in the digital age, you need a tech partner
Javier Celaya [email protected] Tel: +34.606.367.708
Web: www.dosdoce.com Twitter: @javiercelaya LinkedIn: www.linkedin.com/in/javiercelaya
Grazie mille / Thank you