E-publikacje. Nowe formy sprzedaży contentu wydawniczego

E-publishing New methods of selling of the publishing

content

Piotr Kubiszewski

• E-books

• Audiobooks

• Digital libraries

Digital books

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 2013

http://www.pewinternet.org/

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

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



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



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

USA Great Britain Germany France Spain Poland

Value of book market 27.2 bln USD 3.1 bln GBP 9.6 bln EUR 4.6 bln EUR 2.8 bln EUR 0.7 bln EUR

New titles per year 345 000 149 800 96 273 81 268 88 000 24 920

New titles per 1000

inhabitants 1116 2424 1138 1243 1872 571

VAT tax on books n.d. 0% 7% 7% 4% 5%

Participation of e-book

market in book market 20.0% 12.9% 2.0% 1.8% 2.4% 0.95%

Number of e-books in

sale 1 700 000 1 750 000

80 000 ePUB

115 000 PDF 100 000 48 000 18 000

VAT tax on e-books n.d. 20.0% 19.0%

19.6%

(5.5%)* 21.0% 23.0%

* - lower rate of the VAT tax led on the beginning of 2012; n.d. - no data

Digital books in the world

Source: paidcontent.org

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

2006 2007 2008 2009 2010 2011

Number of audiobooks publishers b.d. 23 31 43 55 72

Sale 2.7 mln zł 10.1 mln zł 16.8 mln zł 19.9 mln zł21.7 mln zł 23.1 mln zł

Number of audiobooks in sale n.d. 400 1100 1420 1680 1960

Growth n.d. 233% 175% 29% 18% 17%


• 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


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

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!


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


Sources: Społeczeństwo Informacyjne w Polsce: wyniki badań

statystycznych z lat 2008-2012, GUS; Eurostat data 2006-2008

36% 41%

48%

59% 63%

67% 71%

0%

10%

20%

30%

40%

50%

60%

70%

80%

2006 2007 2008 2009 2010 2011 2012

Households with Internet access


• 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

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

Prices

Average price of bestseller e-book in USA (August 2012-March 2013)

Source: The Ebook Pricing Sweet Spot, www.digitalbookworld.com,

16.04.2013

http://www.digitalbookworld.com/

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

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

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

File formats

File formatFile

extensionPhotos Tables Sound Video

Open

standard?Notes DRM Watermark?

EPUB .epub YES YES YES YES (ePUB 3) YES

YES

(depends

on app)

YESYES (depends

on app)

Kindle .azw YES YES

YES (only

iPad/iPhone

version)

YES (only

iPad/iPhone

version)

NO YES YES YES

MOBI .prc, .mobi YES YES NO ? NO YES YES YES

Adobe PDF .pdf YES YES YES

YES

(condition:

flash)

YES YES YES YES

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


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


Reader PDF ePub MOBIKindle

mobi

Amazon Kindle YES NO YES YES

Amazon Kindle Fire YES NO YES YES

Android YES YES YES YES

iPad/iPhone YES YES YES YES

Barnes & Noble Nook YES YES NO NO

Linux YES YES YES ?

Onyx Boox 60 YES YES YES NO

Mac OS X YES YES YES YES

Windows YES YES YES YES

Pocketbook YES YES YES NO

Sony Reader YES YES NO NO

Windows Phone 7 YES YES NO YES

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

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

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

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

Thanx for attention

Piotr Kubiszewski

e-mail: [email protected]

mailto:[email protected]

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