taylor & francis ebooks ebookstore launched 2001 originally 500 titles, now 15,000...
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Taylor & Francis eBookswww.eBookstore.tandf.co.uk
eBookstore launched 2001 Originally 500 titles, now 15,000 Experimentation, both with
different formats and different sales models
e.g. Pricing eBooks Vs Print Books Some Technological Features
ahead of market wants
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The Models Outright Sales
Three formats: MS Reader; Mobipocket; Adobe eBook
eSubscribe ePrint eCompile
Also sell to institutions, direct and through aggregators
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Various models
Creating eBooks: Digitising your own content:
DPSL ([email protected]) & Code Mantra Accepting offers from aggregators
to digitise your content Keeping control and remaining
flexibile
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Charging Mechanisms Wallet (minimum deposit $5) ePrint pricing based on pro-rata cost per
page with mark-up of 50% on page purchase, or 25% on chapter purchase. Upper limit.
eCompile pricing based on pro-rata cost plus mark-up of 25%.
eSubscribe pricing: 1 week: 20% 1 month: 30% 3 months: 50% 6 months: 65%
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General Findings & Feedback
eCompile still ahead of its time? Process still not intuitive enough How many coursepacks consist of
purely T&F material? Pricing maybe logical but not
customer friendly Contributes around 1% of total sales
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ePrint ePrint Dilemma 10 minute access Two accesses maximum per month
for each title. Don’t wish to provide a free library
service Revisit Pricing mechanism or do
recent sales illustrate acceptance ?
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eSubscribe Pricing is far more transparent Outside of perpetual sale this has
been the most successful incremental sales model
Average revenue per transaction is higher than ePrint
Purchasers seem relaxed about paying a pb type pricepoint even if shelf life is severely limited
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Market Share & Growth Rates In 2001 eBookstore sales were 100% of
our overall eBook sales, now less than 5%.
Institutional market has grown much faster for us than sales to individuals, but then we are an academic publisher
Total eBook sales, direct and through aggregators, now account for around 6% of total book sales
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The market is changing and libraries are changing too The Past
One medium Own collection In good time In house Local reach You go to the
library
The Future
Multiple media Library without
walls Just in time Outsourcing Global reach Library comes to
you
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Findings: The Market likes: Flexibility and choice Simple pricing models:
Annual Subscriptions Vs Outright purchase Packages or pick & mix
Patron driven acquisition Accessability of eBooks Searchability Usage statistics & average access times Ideal for distance learners and for
overseas campuses
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Cannibalization: “E” versus “P” Growing evidence of direct
substitution and signs of increased ePreference:
Large Reference Works Professional Resources and PDA’s Monographs (Wayne State Unvi
experiment)
Findings:
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Simultaneous Publication & Approval Plans 1 Pair of eyes per user Vs simultaneous
unlimited usage Individual versus Institutional Pricing Copy and paste Athens & Shobboleth compliance Digital Object Identifiers, Cross Ref &
ISBN’s Consortia purchasing Piracy
Continuing Dilemmas:
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Where are we in the life cycle of eBooks?
Crossing the Chasm Innovators, Early adopters, Main
adopters, Late adopters 1999-2000 - 2001-2002 - 2003-
2004 Investigate ->Experiment ->
Adoption
The Market
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eBooks bundled with print versions eBooks used as inspection copies Blurring between eJournals and eBooks Libraries looking for a universal format and
purchasing eBooks from a greater variety of vendors
Use of eRental will grow Growth of article purchases along eBook
model Some use of POD kiosks
Future Trends?
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Amazon, Google & Microsoft
Amazon: Search Inside a Book Booksurge, Mobipocket
Google Book Search
Windows Live Search