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Sparking ane-bookrevolution
Sameer Shariff Founder & CEOTOC 2009
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AgendaTrends & Challenges Case Studies of Success
Formulating your Strategy iPublishCentral
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Who we are? From inception till 2008, Impelsys has powered more than
2000 projects for billion dollar publishers to small milliondollar publishers
We have spent millions of dollars on our core technologies,
iPlatform, VirtualPages and iDAMS . We have built themover the past 4 years and the technologies are servingmillions of readers worldwide.
We launched iPublishCentral (ipublishcentral.com) as aSoftware as a Service (SaaS) model leveraging our years ofexperience. The goal is to bring down costs of delivery sothat any publisher can build an online strategy.
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We serve 200+ publishers across geographies & segments.
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Key takeaways from this presentation
ControlControl
DiscoverabilityDiscoverabilityExperimentExperiment
RelationshipRelationship
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Trends
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Trends in Reading
(Source: AAP, http://www.publishers.org/main/IndustryStats/indStats_02.htm )
Reading and buying trends ofbooks not encouraging
3.2 % increase from 2006 with a compound growth
rate of 2.5 % per year since 2002
This increase, the highest in the last 26 years, is stillinsignificant when compared to video games (19%)and movies (5.3%)
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Trends in Reading
Availability of these differenttypes of media - vying forreader's attention anddollars
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Trends in Reading
How do you get to understandyour customers?The web is changingconsumption and your future
markets will change.
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Web is changing reader behavior
Trend is towards searchingand foraging for informationIncreased use of Google and
Wikipedia for reading andresearch
Bits and pieces of information areweaved together from multiplesources like scent trails
(Source: Xerox PARC, http://www-users.cs.umn.edu/%7Eechi/papers/chi2000/scent.pdf )
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Web is changing reader behavior
Is making content visible thefirst step in the solution?
Will it provide a strong enoughscent for people to browseand ultimately buy?
Google Book Search
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Web is changing reader behavior
You must give the consumers
what they need/requireProvide content andnot books
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Reference Reader Trends
(Source: Global Faculty eBook Survey, 2007, February(http://www.surveymonkey.com/s.aspx?sm=wS8CU8W9N_2fIwRuMq5gNMsw_3d_3d )
Do you prefer using online resources or print for your research, class presentationand instruction? No. of respondents 831
1 in 2 people or around 50% prefer doing research reading online.
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Source: IDPF Industry Statistics (http://www.idpf.org/doc_library/industrystats.htm)
Market trends
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Participative:I matter and so does my opinion
(source: www.idpf.org/events/presentations/Frankfurt 08/FBF08_RandomHouseUK_Duggan.ppt - )
Consumer Expectation
Interactive:audio, video, animations
Cost:micro-paymentsAvailable:Anywhere, Anytime
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Trends
Challenges
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Challenges of going e
Multiple formats, hardware devices, software
Which one will win? What formats?
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Challenges of going e
Cost and RiskCost of experimenting and risk of competition
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Challenges of going e
Conversion costsTagging/Metadata (how deep?)Time to Market
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Challenges of going e
Challenges in depending on othersWho controls it?Who is gaining insights into user behavior?Who understands the market needs?Who can develop products that meet these needs?
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SuccessStories
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Experiments:
World Banke-Library
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Sparking ane-bookrevolution
Sameer Shariff Founder & CEOTOC 2009
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Experiments: World Bank Results and Sales Contribution
Source: Channels for Online Publishing: The Experience of World Bank Publications, Valentina Kalk, 2008(http://www.editoresmadrid.org/Seminario%20STM/Intervencion_Kalk_Valentina.pdf )
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Experiments:
Random HousBeyond EBook
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(Source: IDPF Digital Book 2008: Random House Update, Matt Shatz, 2008,www.openebook.org/events/presentations/digitalbook08/mShatz.pdf )
Random House Beyond EBooks
Along with their own book preview program, called Browse & Search , RandomHouse is also looking beyond ebooks and now offers Personalized Books,Chunked Content (for $2.99 for each chapter), Custom Content Selections and Adsupported content
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2,824,527Book Pages Viewed
184,444People who have viewed a widget
254, 383Number of widgets viewed
(Source: Matt Shatz, IDPF Digital Book2007,http://www.idpf.org/events/presentations/digitalbook07/Matt%20Shatz%20-%20Random%20House.pd f)
Random House has effectively increased page views and inturn the popularity of their content by being visible
Experiments: Random House BeyondEBooks
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Experiments:
OReilly Safariand Beyond
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They also experimented withvarious tools like SafariU thatallowed custom mash-up
publishing of books forUniversity professors
Experiments: oReilly Safari and Beyond
O'Reilly Media has been at theforefront in experimenting withdifferent models of electronicdelivery
Started in 2001 as a web basedsubscription model, it is now the #2channel behind Amazon for O'Reillyin sales(Source:http://radar.oreilly.com/2009/01/competition-in-the-ebook-marke.html)
Offering a NetFlix-like model oflending books, it remains DRM
free offering as many prints andcopies a subscriber wants to make
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O'Reilly now offers booksin PDF, Mobi and ePUBformats as directdownloads
Experiments: oReilly Safari and Beyond
They service various channelslike Kindle, iPhone and Stanza
This has resulted in a strong market expansion strategywhere O'Reilly now meets the needs of all types ofcustomers
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Increase visibility by beingavailable where yourreaders are
Be relevant and useful Introduce your books and
create brand awareness Increase page views to gain
SEO and SEM
Get insight into what yourreaders are doing Offer value to potentially
increase sales
Increase Visiblity
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Who controls theserelationships?
Is it sufficient to haveretailers like Amazon andsearch engines like
Google manage them? How do you build your
infrastructure for thefuture - the investment
does not have to be great
Control
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Introducing iPublishCentral
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iPublishCentral is low-cost and low-risk Software as a Service (SaaS)
focussed on publishing It helps publishers to formulate, runand control their own E-Strategy
The vision of iPublishCentral is tohelp publishers through a self-servemodel to market, distribute anddeliver content online
Launched during Frankfurt BookFair 2008, we currently have morethan 150 publishers on it
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It helps publishers convert capitalexpenditure plans to revenueexpenditure with a pay-as-you-go
model It takes away the need for up-front
investments in installations,operations, support, maintenance and
training Automated content workflow and
ready-to-go functionality offers zero-conversion costs and quicker time tomarket
Fully backed with a SLA It's entirely self service , but for
publishers short on time and resources
support on a T&M basis
Widgets
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Portals
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Key takeaways from this presentation
ControlControl
DiscoverabilityDiscoverabilityExperimentExperiment
RelationshipRelationship
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Thank YouTo see how ipublishcentral can make adifference to your business, sign up atwww.ipublishcentral.com