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1 1 © 2009 Outsell, Inc. All rights reserved. E- Book Trends: An Industry Analysts Viewpoint
2 2 © 2009 Outsell, Inc. All rights reserved. Some are born great, some achieve greatness, and some have greatness thrust upon them…
3 3 © 2009 Outsell, Inc. All rights reserved. Reader Devices Breath-of-Life Early days of PDF on screen Now dedicated, networked reading devices Amazon – Oprah – Bookclub The Story of Edgar Sawtelle 20% of its sales via Kindle
4 4 © 2009 Outsell, Inc. All rights reserved. Definition No standard Downloadable units of digital book content that can be read on a variety of devices Discrete units of content, often based on previously print content NOT a website derived from a book
5 5 © 2009 Outsell, Inc. All rights reserved. E-Book Readers Amazon Kindle & Sony Reader dominate E Ink Print-like reading experience Power only used to change page Purchase titles online Networked, Interactive
6 6 © 2009 Outsell, Inc. All rights reserved. Sales of E-Book Readers Taking Off Amazon Kindle 2 ($360; £240) 380,000 – 500,000 units * Sony Reader $350 / £ , ,000 units * iRex iLiad $700 / £470 10,000 – 50,000 units Apple iPhone/iPod Touch + Stanza (free app) 395,000 downloads (5,000 per day) *** Sources: * DIGITIMES, Citigroup estimates, Outsell estimates ** Outsell estimates *** Lexcycle, producer of the Stanza application Typical prices shown for latest models; may vary depending on supplier 2008 Estimates
7 7 © 2009 Outsell, Inc. All rights reserved. Not Yet Mass Market Outsells end user survey % of respondents owning… Sony Reader 1.2% Kindle 0.9% iPhone10.7% Early technology; high prices Source: Outsell Inc.
8 8 © 2009 Outsell, Inc. All rights reserved. And Other Devices Compete Explosive success of multi-purpose handhelds & phones slowing adoption of single-use devices Amazons 240,000 titles now available for iPhone/iPod Touch Mobile version of Googles Books Search Service…1.5 million public domain titles
9 9 © 2009 Outsell, Inc. All rights reserved. E-Book Formats & Standards EPUB preferred by publishers Kindle, Mobi, PDF entrenched Amazon dropping Microsoft & Adobe eBook
10 © 2009 Outsell, Inc. All rights reserved. Revenues derived from the sale of content to e-book devices will grow rapidly CAGR 38.4% vs. Information Industry 4.5%
11 © 2009 Outsell, Inc. All rights reserved. Segmentation by Geography....
12 © 2009 Outsell, Inc. All rights reserved. Segmentation by Genre....
13 © 2009 Outsell, Inc. All rights reserved. Educational User Pros & Cons
14 © 2009 Outsell, Inc. All rights reserved. Students – Small Part of Market… Lack of content availability Faculty unwilling to recommend over print Publishers other online alternatives compete
15 © 2009 Outsell, Inc. All rights reserved. …But Potential Exists JISC National E-Books Observatory 36 Text, 127 HEIs, 20,000 respondents 60% use e-books via Library (46%) Free via Internet (43%) Purchased (5%) 37% consulted 3 or more e-books in prior month
16 © 2009 Outsell, Inc. All rights reserved. Student Usage Habits Problem-centric: Dip in & out Essay deadlines drive uneven usage Unlimited access models preferred 24/7 flexible access on & off campus No cannibalization of print sales!
17 © 2009 Outsell, Inc. All rights reserved. Business Model Experimentation Collections Rental One-off Unlimited access Per-chapter Custom books Blurring between Book (discrete unit) Journal (subscription) Database (search) Springer DRM-free; unlimited access Institutional Subscription Collections only FTE-based discounting on print list Safari Books Online Packages of titles Downloadable chapters Subscriptions Taylor & Francis Rental, One-off, Custom Books Subs, packages, per title
18 © 2009 Outsell, Inc. All rights reserved. The E-Books Time Has Come Capabilities + Technology + Content = Open for business!
19 © 2009 Outsell, Inc. All rights reserved. A final thought…. It is not the strongest of the species that survive, nor the most intelligent, but rather the one most responsive to change Charles Darwin
20 © 2009 Outsell, Inc. All rights reserved. Outsell, Inc. is the sole and exclusive owner of all copyrights in this document, including but not limited to the textual and graphic content and the organization, layout, and display of the information and data contained herein. As a user of this document, you acknowledge that you are a licensee of Outsell's copyrights and that Outsell, Inc. retains title to all Outsell copyrights in the document. You are not permitted to resell, distribute, disseminate, disclose, copy, or otherwise make use of the information contained in this document unless your organization has obtained a content license from Outsell. Wherever and whenever the document, or any portion thereof, is disseminated by your organization with the permission of Outsell, Inc., it must bear the following in a prominent location: © Outsell, Inc. All rights reserved. To purchase multiple copies and/or licensing rights for this report, please us at The information, analysis, and opinions (the Content) contained herein are based on the qualitative and quantitative research methods of Outsell, Inc. and its staffs extensive professional expertise in the industry. Outsell has used its best efforts and judgment in the compilation and presentation of the Content and to ensure to the best of its ability that the Content is accurate as of the date published. However, the industry information covered by this report is subject to rapid change. Outsell makes no representations or warranties, express or implied, concerning or relating to the accuracy of the Content in this report and Outsell assumes no liability related to claims concerning the Content of this report. Outsell is the only research and advisory firm focused on the publishing, information, and education industries. Our international team provides independent, fact-based analysis and actionable advice about competitors, markets, operational benchmarks, and best practices, so our clients thrive and grow in today's fast-changing digital and global environment.
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