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Test Driving the Digital Reading Experience Sarah Wendell Smart Bitches Trashy Books LLC Kate Dugan, Sony USA Malle Vallik, Harlequin Ltd.

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Presentation on theme: "Test Driving the Digital Reading Experience Sarah Wendell Smart Bitches Trashy Books LLC Kate Dugan, Sony USA Malle Vallik, Harlequin Ltd."— Presentation transcript:

1 Test Driving the Digital Reading Experience Sarah Wendell Smart Bitches Trashy Books LLC Kate Dugan, Sony USA Malle Vallik, Harlequin Ltd. Sarah Wendell Smart Bitches Trashy Books LLC Kate Dugan, Sony USA Malle Vallik, Harlequin Ltd.

2 Reduce Consumer Barriers to Going Digital I would love to try it, but devices are so expensive. I wouldnt buy one unless I was sure I was going to keep it. And Im not sure its for me. I want to buy books I like, but what if I dont like reading on a digital device?

3 Why a Romance Website? Because Smart Bitches are awesome. Thats why. We are the readers you are looking for. Over 200 people applied for 30 spots in the Smart Bitches Test Drive. One third were men. All were fiction readers.

4 Who were the Test Drivers? Authors Librarians Students Rural retirees Chemotherapy patients Avid, eager readers Authors Librarians Students Rural retirees Chemotherapy patients Avid, eager readers

5 What Did They Think? Test Drivers were very eager & opinionated. I love having so many things to read, right there in my backpack.

6 What Did They Think? Test Drivers were very eager & opinionated. Even teenagers think Im cool when they see me using it. Its sexy.

7 What Did They Think? It was so easy to get addicted to reading again. Waiting in line somewhere? Whip out your Sony and get your read on.

8 What Did They Think? It changed the way I read. I read more than ever, in many more places than I could with a book.

9 The joy of carrying a library in your pants cannot be overstated.

10 Sony Motivation Research shows that trial more than doubles conversion Sony invested heavily in demonstration in 2008 with our Holiday Reader Revolution program

11 Sony Motivation Research shows that trial more than doubles conversion Sony invested heavily in demonstration in 2008 with our Holiday Reader Revolution program + Partnerships with Dear Author and Smart Bitches Romance one of the best-selling categories at the Reader Store

12 Sony Motivation Research shows that trial more than doubles conversion Sony invested heavily in demonstration in 2008 with our Holiday Reader Revolution program + Partnerships with Dear Jane and Smart Bitches Romance one of the best-selling categories at the Reader Store + Many requests for trial programs from different groups, but trial program require resources due to DRM and registration issues – Sarah was willing Wanted to trial a trial program – determine costs, ROI, etc. = Launch Smart Bitches trial program

13 Sony Hypothesis Reality is that even if a small program is successful, it is hard to make it scalable without dedicated resources and strategy But…WOM is a key driver of sales, so if done strategically, then it can be an important marketing tactic Book clubs Travel/Entertainment Airline Libraries Etc

14 Harlequin Global leader in series romance and one of the world's leading publishers of books for women 120 books per month 110 titles a month in 28 languages in 114 international markets on six continents 1 st publisher 100% frontlist with eBooks Carina Press: June 2010

15 Harlequin Reader & eBook Reader She is an avid reader (60 books 3 months median) Uses more technology than she thinks Once exposed to eBooks understands the benefits: portable, instant Computer is her first reading choice (because she understands how to download a pdf onto her computer)

16 Why a Test Drive? Consumer Confusion – Will I like reading on a screen? – Battery life – Interoperability – DRM / sharing with friends – $ Deals – Collectability / Quantity Technical Questions – How do I?

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18 Why a Test Drive with Sony & Smart Bitches? Harlequin is device and format agnostic We offer content to readers in any format in any way, any time she wants it Sony site $25 coupon – All Harlequin Titles – All had to write reviews

19 Results Avidly followed commentary at SB blog Consumer feedback affirmed need of simplicity, friendly instructions What the Dog Saw – Ron Popeil, Ronco Reviews sent to editorial

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23 Biggest Problems Software DRM Book file formats Book price & availability

24 Lessons Learned We are your sales force. Must be quick and easy. Tech-curious does not equal tech-expert. Libraries are critical

25 Final Result 83% of us - 25 out of 30 - kept the Sony Reader at the end of the Test Drive.


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