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Why Amazon, Apple, Google, Microsoft, etc. are interested in your business?

Because they believe that there are huge business opportunities in digital education

Rationale behind B&N / Microsoft operation

Estimated potential value of education market in the USA

Valued at 1,7 billion USD

Twice the value of B&N

Impact of their arrival in the STM market

Accelerate the demand for digital content

Predatory pricing strategy

and great online services

How to compete against them?

Must innovate new services, processes, technologies, etc.

Publishers must embrace innovation as a service to their customers

“Innovation is the creation of better or more effective products, processes, services, technologies, or ideas…”

Users are more willing to pay for services than for content

What do I mean by services?

Fragmentation of content Self-publishing services Recommendations systems based on real

affinities rather than purchase Perpetual access to reader’s comments and

aggregated notes Access to knowledge communities Track record of purchase history Reading behaviour feedback Assessment and evaluation tools

From a unit sale and license business model to a fragmented one

Must offer “Slice & remix” services

Create your own materials – Remix content

http://academicpub.sharedbook.com/academicpub/

Platforms to sell fragmented content

http://www.comunicacion-cultural.com/2010/04/27/lectura-de-contenidos-fragmentados/

Growing demand of fragmented content

New reading and writing habits USD1,12 million in just 3 months

Develop technologies that fragment content

http://www.comunicacion-cultural.com/2012/06/14/citia-reinventando-la-forma-de-leer/

Embrace self-publishing

Do not ignored it- Don’t make the same mistake the trade sector did

Wolters Kluwer is allready in the game

Amazon Education KDP and textbook rentals

Apple is creating the tools for teachers

As well as MS and Google

And oustanding “outsiders”

http://www.inkling.com/

Impact of open access, fragmented books and selfpublishing

More content = less visibility of your products

Must invest in discoverability services

Today we search for books this way

Tomorrow (today) we will search this way

400% increase in web searches via smartphones

Search is done at point of sale (bookstores, libraries, etc.)

Results are shared in Social Networks

44% europeans have smartphone / devices

Is your website mobile friendly?

Do you know how many readers access your site via mobile devices?

Add QR codes and NFC chips to your content Beyond promotional use, inteligent e-commerce

http://www.dosdoce.com/articulo/opinion/3754/comercio-electronico-movil/

Before: More information about the book / author

Now: Borrow / buy the digital version of the book

Beyond the purchase variable“Customers who bought this book also bought…”

Shared reading (education) will help students discover new content

Tecnologies that discover you other students with same needs / problems

Discover other books within a book

From a text based world to a more visual learning environment

Need to provide visual discoveries = satisfaction rate

Invest in new ways to explain knowledge

http://www.comunicacion-cultural.com/2011/12/14/cowbird-herramienta-colaborativa-para-contar-historias/

Images that talk to us

http://www.fotobabble.com/

Discover new books via note sharing

http://www.comunicacion-cultural.com/2011/11/03/todas-las-notas-y-parrafos-de-interes-en-un-unico-lugar-con-findings/

Working groups within the textbook

http://www.youtube.com/watch?v=4WeSSoDBcuw&feature=youtu.be

Different discoverability doors into the world of knowledge

What do all these technologies have in common?

Metadata beyond articles and books

Metadata to link images, tables, fragmented content, user generated content, behavioural analytics, etc

Impact of metadata in sales

http://www.nielsenbookdata.co.uk/uploads/3971_Nielsen_Metadata_white_paper_A4%281%29.pdf

Must add enriched metada fields

Short description, long description, review / comments y author bio

Competitive advantage in the XX

Competitive advantage in the XXI century

Data mining and management

Your e-book is reading you

http://online.wsj.com/article/SB10001424052702304870304577490950051438304.html?KEYWORDS=amazon

In the digital economy, you must know your client behaviour to service their needs

http://www.flickr.com/photos/29890539@N07/4648496819

Must extract the patterns of connection among people

Day / hour of the week discoverability takes place

Day / time book purchase

Learning behaviour in an Android device

Learning behaviour in an iPad

Mixed readings

Must track & analyze social reading practices

To provide services based on REAL satisfaction and needs (demands)

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Dynamic pricing strategy

Based on offer / demand

No longer annual contracts

Dynamically priced ebookstore

To compete with Amazon, Apple, Google, etc

Economies of scale are very important

Do not work in silos

Must share resources & efforts

http://www.comunicacion-cultural.com/2012/05/16/educacion-compartida-para-la-era-digital/

Create an alternative open ecosystem

DRM free platform with all formats

Pottermore case

DRM free, all languages, export

New digital export opportunities

Internet has no frontiers

Think about technology as a service

But to compete in the digital age, you need a tech partner

Javier Celaya jcelaya@dosdoce.com Tel: +34.606.367.708

Web: www.dosdoce.com Twitter: @javiercelaya LinkedIn: www.linkedin.com/in/javiercelaya

Grazie mille / Thank you