is pricing going to be the first issue in the competition with new players?
DESCRIPTION
Javier Celaya warns STM publishers about a different competition coming from new players. Is pricing going to be the first issue?TRANSCRIPT
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Why Amazon, Apple, Google, Microsoft, etc. are interested in your business?
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Because they believe that there are huge business opportunities in digital education
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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
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Impact of their arrival in the STM market
Accelerate the demand for digital content
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Predatory pricing strategy
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and great online services
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How to compete against them?
Must innovate new services, processes, technologies, etc.
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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…”
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Users are more willing to pay for services than for content
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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
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From a unit sale and license business model to a fragmented one
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Must offer “Slice & remix” services
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Create your own materials – Remix content
http://academicpub.sharedbook.com/academicpub/
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Platforms to sell fragmented content
http://www.comunicacion-cultural.com/2010/04/27/lectura-de-contenidos-fragmentados/
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Growing demand of fragmented content
New reading and writing habits USD1,12 million in just 3 months
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Develop technologies that fragment content
http://www.comunicacion-cultural.com/2012/06/14/citia-reinventando-la-forma-de-leer/
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Embrace self-publishing
Do not ignored it- Don’t make the same mistake the trade sector did
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Wolters Kluwer is allready in the game
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Amazon Education KDP and textbook rentals
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Apple is creating the tools for teachers
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As well as MS and Google
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And oustanding “outsiders”
http://www.inkling.com/
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Impact of open access, fragmented books and selfpublishing
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More content = less visibility of your products
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Must invest in discoverability services
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Today we search for books this way
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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
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Is your website mobile friendly?
Do you know how many readers access your site via mobile devices?
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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/
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Before: More information about the book / author
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Now: Borrow / buy the digital version of the book
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Beyond the purchase variable“Customers who bought this book also bought…”
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Shared reading (education) will help students discover new content
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Tecnologies that discover you other students with same needs / problems
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Discover other books within a book
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From a text based world to a more visual learning environment
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Need to provide visual discoveries = satisfaction rate
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Invest in new ways to explain knowledge
http://www.comunicacion-cultural.com/2011/12/14/cowbird-herramienta-colaborativa-para-contar-historias/
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Images that talk to us
http://www.fotobabble.com/
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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/
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Working groups within the textbook
http://www.youtube.com/watch?v=4WeSSoDBcuw&feature=youtu.be
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Different discoverability doors into the world of knowledge
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What do all these technologies have in common?
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Metadata beyond articles and books
Metadata to link images, tables, fragmented content, user generated content, behavioural analytics, etc
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Impact of metadata in sales
http://www.nielsenbookdata.co.uk/uploads/3971_Nielsen_Metadata_white_paper_A4%281%29.pdf
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Must add enriched metada fields
Short description, long description, review / comments y author bio
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Competitive advantage in the XX
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Competitive advantage in the XXI century
Data mining and management
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Your e-book is reading you
http://online.wsj.com/article/SB10001424052702304870304577490950051438304.html?KEYWORDS=amazon
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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
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Day / hour of the week discoverability takes place
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Day / time book purchase
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Learning behaviour in an Android device
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Learning behaviour in an iPad
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Mixed readings
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Must track & analyze social reading practices
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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
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Dynamically priced ebookstore
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To compete with Amazon, Apple, Google, etc
Economies of scale are very important
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Do not work in silos
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Must share resources & efforts
http://www.comunicacion-cultural.com/2012/05/16/educacion-compartida-para-la-era-digital/
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Create an alternative open ecosystem
DRM free platform with all formats
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Pottermore case
DRM free, all languages, export
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New digital export opportunities
Internet has no frontiers
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Think about technology as a service
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But to compete in the digital age, you need a tech partner
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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