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Kristen McLeanTOC Bologna 2012

Kristen McLeanFounder & CEO

Bookigee, Inc.

@BKGKristen

SHORT TERM TRENDS• Overall kids (and adults) reading more

than ever

• Kids are omnivorous consumers of media

• High reading households are high technology households

• In 2010 Kaiser Family study of Media Use by 8-18 yrolds - books the only “traditional media” that didn’t lose ground to screen media

Source: Bowker Pubtrack: Understanding the Children’s Book Consumer in the Digital Age, 2011

SHORT TERM TRENDS• Children’s one of the fastest growing areas of

iTunes

• Apple the aspirational platform amongst US teen consumers

• Consumer data - US teens who had “read an e-book at least once” rose from 4% to 9% in 2011

• Consumers report 7% of Juvenile and 11% of YA books now being consumed as e-books

Source: Bowker Pubtrack: Understanding the Children’s Book Consumer in the Digital Age, 2011

FOURLONGTERM

TRENDS

TREND 1: GLOBAL MOBILE

79% people havemobilephonesin developingcountries

11.6% have fixed phones

50% use mobile to access theinternet every day

11% of Kenya’s GDP flows thru M-Pesa, a mobile pay service

Africa – 53%

Asia & Pacific – 74%

Arab States – 97%

The Americas –103%

Europe – 120%

CIS – 143%2011 Global Cell Stats: mobithinking.com

Global Adoption

94,446+ e-books delivered to Africa via mobile infastructure since October 2010

www.worldreader.org

@worldreaders

kids spend 50% more time reading& report 13% higher comprehension

www.worldreader.org

@worldreaders

The first SMS message was sent in 1992

Today the number of SMS messages sent and received every day

exceeds the population of the planet

Leapfrogging: Emerging economies & groups can evolve rapidly without going through intermediary [technological] steps.

MOBILE IS DELIVERING A FLATTENED WORLD

WITH INFINITE POSSIBILITY AND

RADICAL NEW WAYS OF DOING BUSINESS

CORE QUESTIONS• What effect will this trend have on

global literacy?

• Will children coming of age in a Mobile world approach content differently?

• Are you taking this “mobile effect” into account in your long-term publishing and marketing strategy?

TREND 2: A MARKETPLACE

MODEL OF EDUCATION

CATHEDRAL

One dominant pedagogy – rewards compliance & diligence

MARKETPLACE

Many choices & pedagogies – rewards curiosity & critical thinking

Education is a self-organizing system, where learning is an emergent phenomenon.”

 -Sugata Mitra, professor of educational technology at Newcastle University (UK)

http://www.ted.com/talks/sugata_mitra_the_child_driven_education.html

“If children have interest, then education happens…” – Isaac Asimov

THE REMARKABLE ADVENTURE OF GRIFFIN BLACK

http://www.washingtonpost.com/wp-dyn/content/article/2010/08/13/AR2010081306140.html

14 year-old built his own replica of guitarist Mike Campbell’s iconic guitar, and then got the Heartbreakers to play it live onstage.Wrote an article & got own byline in the Washington Post about it.

CHILDREN ARE GOING TO BE FUNDAMENTALLY

IN CHARGE OF THEIR OWN INQUIRY

CORE QUESTIONS• Are we prepared for the fact that our

opinions & knowledge are secondary to the users?

• What are the implications in other areas of our business?

• How do we re-engineer our business to be better at advance understanding of our users needs?

TREND 3: PRICE IS IN THE EYE OF THE CONSUMER

COVER PRICE IS NO LONGER FIXED. VALUE IS INFINITELY

NEGOTIABLE.

CORE QUESTIONS• Where is the baseline? What is a P&L?

• Are there new ways to approach & value the production of content?

• Are we ready for a world where the price and definition of our product comes exclusively from our customer?

TREND 4: SOCIAL MEDIA BRINGS THE FAMILY TOGETHER

STEFANA BROADBENT SOCIAL ETHNOGRAPHER - UNIVERSITY COLLEGE, LONDON

“The internet is enabling intimacy..”

http://www.ted.com/talks/stefana_broadbent_how_the_internet_enables_intimacy.html

Facebook average= 120 friends

Regular 2-way conversations = 4-6 people

80% of cell calls are to the same 4 people

80% of Skype calls are to just two people

STEFANA BROADBENT SOCIAL ETHNOGRAPHER - UNIVERSITY COLLEGE, LONDON

http://www.ted.com/talks/stefana_broadbent_how_the_internet_enables_intimacy.html

REINFORCED BY US CONSUMER DATA• US teens cite “parents” as the number two

influencer on book choice, right after “friends”

• 23% of US parents report “co-gaming” with

their kids 0-12

• 20% of US parents report that they let their

kids 0-12 use their mobile device to play games

• “My child asked for it” is the #1 source of

recommendations for books for 7-12

THE BULLSEYE PATTERN OF INFLUENCE

A BULLSEYE PATTERN OF INFLUENCE

THE FAMILY & COMMUNITY ARE MORE IMPERVIOUS TO YOUR MESSAGES BUT WILL EVANGELIZE MORE

AUTHENTICALLY ALSO

CORE QUESTIONS• What is our opportunity here?

• How does this change our notion of “gatekeepers”?

• Can we facilitate this trend with platforms or content like co-gaming?

• What does marketing mean?

Kristen McLeanFounder & CEO

Bookigee, Inc.

@BKGKristen

THANKS!