Omówienie projektu - Polska Izba Książki

Transkrypt

E-publishing
New methods of selling of the publishing
content
Piotr Kubiszewski
Digital books
• E-books
• Audiobooks
• Digital libraries
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
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
Value of book market
New titles per year
New titles per 1000
inhabitants
VAT tax on books
Participation of e-book
market in book market
Number of e-books in
sale
VAT tax on e-books
USA
Great Britain Germany
27.2 bln USD 3.1 bln GBP 9.6 bln EUR
345 000
149 800
96 273
France
4.6 bln EUR
81 268
Spain
2.8 bln EUR
88 000
Poland
0.7 bln EUR
24 920
1116
n.d.
2424
0%
1138
7%
1243
7%
1872
4%
571
5%
20.0%
12.9%
1.8%
2.4%
0.95%
1 700 000
1 750 000
2.0%
80 000 ePUB
115 000 PDF
48 000
18 000
n.d.
20.0%
19.0%
100 000
19.6%
(5.5%)*
21.0%
23.0%
* - lower rate of the VAT tax led on the beginning of 2012; n.d. - no data
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
Digital books in the world
Source: paidcontent.org
Digital books in Poland
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%
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
• 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
Households with Internet access
80%
70%
60%
59%
50%
40%
63%
67%
71%
48%
36%
41%
30%
20%
10%
0%
2006
2007
2008
2009
2010
2011
2012
Sources: Społeczeństwo Informacyjne w Polsce: wyniki badań
statystycznych z lat 2008-2012, GUS; Eurostat data 2006-2008
• 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
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 format
EPUB
File
extension
.epub
Photos Tables
YES
YES
Sound
Video
Open
standard?
Notes
YES
YES (ePUB 3)
YES
YES
(depends
on app)
YES
YES (depends
on app)
YES (only
YES (only
iPad/iPhone iPad/iPhone
version)
version)
NO
YES
YES
YES
NO
YES
YES
YES
YES
YES
YES
YES
Kindle
.azw
YES
YES
MOBI
.prc, .mobi
YES
YES
NO
YES
YES
YES
Adobe PDF .pdf
?
YES
(condition:
flash)
DRM Watermark?
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
MOBI
Kindle
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]

Omówienie projektu - Polska Izba Książki

Transkrypt

Podobne dokumenty

Survey - S. O. S. Europe

Dokumenty tekstowe\Biznesplany\English