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E-publishing New methods of selling of the publishing content Piotr Kubiszewski.

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Presentation on theme: "E-publishing New methods of selling of the publishing content Piotr Kubiszewski."— Presentation transcript:

1 E-publishing New methods of selling of the publishing content Piotr Kubiszewski

2 E-books Audiobooks Digital libraries Digital books

3 What’s better: book or e-book? Source: www.pewinternet.org, in: Anna Zygierewicz: „e-Book. Produkt, technologia, rynek”; „Analizy” Biura Analiz Sejmowych, 7 Juni 2013www.pewinternet.org

4 Digital books in the world – USA The biggest market in the world January 2013: 26% Americans have an e-ink reader (2% in April 2009) 2012: 23% of books market value are e-books (17% in 2011, 1% in 2008) 2012: the sale of e-books has grown 41% in comparison to 2011 (year before – 50%) 2012: e-book reader has read 24 books (tradiotional book reader – only 15) 2011: audiobook market is worth 1.2 bln USD Source: Anna Zygierewicz: „e-Book. Produkt, technologia, rynek”; „Analizy” Biura Analiz Sejmowych, 7 czerwca 2013

5 Digital books in the world – Great Britain 2012: e-book sale is 12.9% of book market (year before – 7.2%, 2010 – 1.5%) 2015: e-book sale will be 14.2% of book market, the value of the e-book sale will be 340 mln GBP (forecast) January-Juni 2012: e-books sale is 84 mln GBP (January-Juni 2011: 30 mln GBP) January-Juni 2012: e-book sale in „fiction” section has grown 188% in comparison to January-Juni period in 2011 Source: Anna Zygierewicz: „e-Book. Produkt, technologia, rynek”; „Analizy” Biura Analiz Sejmowych, 7 czerwca 2013

6 Digital books in the world – Germany 2010: 2 mln e-books sold; 2011 – 4,7 mln; January-Juni 2012 – nearly 4.6 mln 2011: the sale of e-books is 38 mln euro (without special interest publications) and has grown 77% in comparison to 2010 2011: e-book market is only 1% of whole book market (2010 – 0.5%); 2015 – it will be 6.3% (forecast) 2011: e-book sale is 6.2% of publishers’ incomes; 2015: e-book sale will be 16% (forecast) 2011: 49% of publishers sells e-books Source: Anna Zygierewicz: „e-Book. Produkt, technologia, rynek”; „Analizy” Biura Analiz Sejmowych, 7 czerwca 2013

7 Digital books in the world E-book market as a part of book market (2011-2012) Sources: Anna Zygierewicz: „e-Book. Produkt, technologia, rynek”; „Analizy” Biura Analiz Sejmowych, 7 czerwca 2013; The Global 2013 eBook Market: Current Conditions & Future Projections, O’Reilly; Rynek książki w Polsce 2012, Biblioteka Analiz

8 Digital books in the world Source: paidcontent.org

9 Digital books in Poland 2016: the market value is about 200 mln zł (by audioteka.pl; forecast) 70% of audiobooks are sold on CD/DVD Sources: Rynek książki w Polsce 2012, Biblioteka Analiz; Nabywcy audiobooków, nexto.pl report, 2010 Audiobook market in Poland 2006-2011

10 Digital books in Poland 2011: value of the whole book market – 2.71 bln zł 2011: e-book sale – 26 mln zł, 50 mln zł (2012) = 1% of whole book market (by Biblioteka Analiz) 2011: e-book sale – 9-11 mln zł (by Instytut Książki) 2012: e-book sale - 15 mln USD (forecast by PwC) 2013: e-book sale - 27 mln USD (forecast by PwC) Sources: Piraci zabierają wydawcom książek 250 mln zł rocznie, Magdalena Lemańska, www.rp.pl, 9.05.2013; Rynek e-booków rośnie w tempie 300 proc. rocznie, Magdalena Lemańska, www.rp.pl, 22.01.2013; Rynek książki w Polsce 2012, Instytut Książki

11 Digital books in Poland Ranking of e-books stores by Press magazine (7-8/2013) 1.Nexto.pl 2.Woblink.com 3.eBookpoint.pl 4.Legimi.pl 5.Virtualo.pl 6.Publio.pl 7.eBooki Allegro.pl 8.Empik.com 9.Merlin.pl 10.BezKartek.pl Sources: Press 7-8/2013, swiatczytnikow.pl

12 Digital books in Poland: e-libraries There are about 50 e-libraries in Poland that contain digitalized archive publications and antique books ibuk.pl – 7500+ publications, mainly science (average access price: 7.90 zł / week, 18.72 zł / month etc.) Telco digital reading rooms - Tu i tam (Orange/Empik - Standard package – 9.84 zł – 2 e-books / month, Premium – 19.68 zł – any quantity), Plusoczytelnia, T-Mobile Legimi – 2000 e-books (9.90 zł / month – for smartphone - or 19.90 zł / month – smartphone and tablet) Virtualo – user can borrow an e-book for week or month VERY ATTRACTIVE BUSINESS MODEL, ESPECIALLY FOR SCIENCE LIBRARIES!

13 Digital books in Poland What has influence on digital books market? Increasing number of users of the Internet Increasing number of Internet users that are buying and paying through the Internet More and more tablets and e-ink readers in hands (tablets – 0.1 mln in 2011, 0.8-0.9 mln in 2012, 1.2-1.3 mln in 2013 (source: tabletowo.pl)) Increasing number of e-books on the market 2011: ePUB and mobi file formats became standards – now more than 90% of e-books are downloaded in these formats (by nexto.pl, publio.pl) Costs of digitalization of e-books still very high in comparison to forecasted incomes

14 Digital books in Poland Sources: Społeczeństwo Informacyjne w Polsce: wyniki badań statystycznych z lat 2008-2012, GUS; Eurostat data 2006-2008

15 Digital books in Poland 2012: Internet shopping is very popular - Poland is on third place in Europe (by Trusted Shops) 2012: 13 mln of Poles are buying goods through the Internet (by TNS Polska) Source: NetTrack SMG/KRC

16 Business models Revenue sharing – recent standard: 50%, now publishers can negotiate better conditions Subscriptions – future model, not only for e-libraries Piracy „model” of chomikuj.pl – user pays for access, not for e-book (SMS 2.46 zł) Self-publishing (in Poland: Virtualo, wydaje.pl, BezKartek.pl, RW2010, poczytaj.to) Publishers initiatieves - Woblink, Platforma Dystrybucyjna Wydawców

17 Prices Average price of bestseller e-book in USA (August 2012-March 2013) Source: The Ebook Pricing Sweet Spot, www.digitalbookworld.com, 16.04.2013www.digitalbookworld.com

18 Prices E-book suggested prices in Poland: 37% people want to pay half price of traditional book 26% people pay 9.90 zł 2012: Average price of e-book in Nexto.pl TOP20 – 11.37 zł 2011: Average price of e-book in Germany: 8.07 euro; 2010: 10.40 euro Sources: Piraci zabierają wydawcom książek 250 mln zł rocznie, Magdalena Lemańska, www.rp.pl, 9.05.2013, na podstawie badań Biblioteki Analiz; Lista bestsellerów Nexto.pl, Blog Nexto.pl, 3.07.2012

19 Prices Average prices of audiobooks in Poland: about 20 zł (2009 and before) about 25 zł (2010) About 30 zł (beginning of 2012) Source: Biblioteka Analiz

20 File formats PDF – visual resemblence to traditional books, but reading on small screens is not comfortable mobi (Kindle), ePUB – formats adapted to reading on small screens of mobile equipment (e-ink readers, tablets, smartphones); bad side: e-books have to be specially prepared to distribution (additional cost) Audiobook standard format: MP3; bad side: additional cost of recording

21 File formats

22 File formats and hardware E-ink readers sale is not growing any more. Tablets and smartphones are replacing e-ink readers PDF is an universal format but stiff and hard to read on a small screen (e.g. on a smartphone) ePUB is the most popular mobile format.The only thing that can’t read it is Amazon’s Kindle Mobi is a format developed by Amazon – it cannot be read by some readers etc. Non existent hardware standard doesn’t interrupt the growing market, since we have file format standards

23 File formats and hardware Considering the habits of Polish e-book readers researched by Publio / Świat Czytników and Virtualo: 84% (Publio) and 55% (Virtualo) respondents own Kindle 23% (Publio) and 20% (Virtualo) respondents has read e-books on notebooks as well 22.5% (Publio) and 23% (Virtualo) respondents used tablets for e-books reading purpose 18% (Publio) and 14% (Virtualo) has read e-books on smartphones as well People who own e-ink readers buy (average) 35 e-books per year, tablet owners – 24 (Publio) Sources: Jak e-czytają Polacy? Wyniki ankiety Publio i Świata Czytników, Robert Drózd, 20.12.2012, swiatczytnikow.pl; Trwa Światowy Tydzień eKsiążki, 7.03.2013, virtualo.pl

24 File formats and hardware

25 Digital books preparation PDF – graphics: 144 dpi; pages cut to netto format; require fonts attached mobi, ePUB – files have to be compatible to ePUB2 standard, checked by validator (e.g. ePUBCheck 3.0 – Publio) Audiobooks – good recording studio required

26 Security popular DRM (e.g. Adobe) authoring DRM solutions watermark no security = piracy!!! Publishers give up with „hard” security solutions (DRM), because of: they are troublesome for readers they assure illusionary safety watermark is much more comfortable for readers and even more effective

27 Restrictions VAT tax is too high high prices of digital books too small number of accessible books DRM security solutions poor quality of e-books and audiobooks piracy poor awareness popularity of tablets and e-ink readers is insufficent

28 Market perspectives there is no escape from digital world! established standards considering file formats DRM is out of date, watermark is the king! new models on the horizon – e.g. payment for next chapter and price experiments (e.g. kiker.pl by Nexto) subscriptions will become much more popular increasing number of the e-ink readers and tablets in hands of people VAT on e-books will be lowered in whole EU Amazon and other giants will appear in Poland = consolidation The costs of licences for digitalization are too high

29 Thanx for attention Piotr Kubiszewski e-mail: piotr.kubiszewski@pik.org.plpiotr.kubiszewski@pik.org.pl


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