Cracking the #TOCCON

Transcription

1 Cracking the #TOCCON

2

3

4 In print Fiction Non-fiction

5 In print, with kids books Fiction Non-fiction

6 In digital Fiction Non-fiction

7 Why?

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9 Devices Customers Price Narwhals Competition from other sources Gift economy of the book Gift economy of the ereader

10 25 minutes

11 Data

12 Data vs. Fun

13 Data vs. Fun (or at least Conscious)

14 I hold the rights for the world s largest collection of narwhal field guides and am going to decide what to price them at the end of your talk.

15 I have spent the last two days learning everything there is to know about epub3. Entertain me or I will hang myself with a lanyard.

16 Difficult balance

17 Hard data.

18 price

19 share

20 With interludes of Semi-substantiated speculation

21 W, Empress of Content & Pricing Data

22 About Kobo

23 2.5 million titles 7 million customers Kobo ereader Touch Kobo Vox ipad, iphone, Android, Blackberry

24

25 ebooks to almost 200 countries

26 and some countries that only questionably exist

27 Acquiring content in 25 countries

28 Merchandising in 9 countries (US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain, Netherlands)

29 Merchandising in 9 countries (US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain, Netherlands)

30 What is the fiction/non-fiction split?

31 Digital vs. Print Share of Purchase Fic$on Romance 221% Fic$on General & Other* 115% Fic$on Mystery & Detec$ve 120% Fic$on Fantasy 67% Nonfic$on RELIGION 6% Nonfic$on BIOGRAPHY & AUTOBIOGRAPHY - 16% Nonfic$on BUSINESS & ECONOMICS - 52% Nonfic$on HEALTH & FITNESS - 54% Nonfic$on FAMILY & RELATIONSHIPS - 63% Juvenile JUVENILE FICTION - 66% Nonfic$on SELF- HELP - 71% Nonfic$on HUMOR - 72% Nonfic$on BODY, MIND & SPIRIT - 74% Nonfic$on SPORTS & RECREATION - 83% Nonfic$on TRAVEL - 89% Nonfic$on REFERENCE - 90% Nonfic-on COOKING - 92% Juvenile JUVENILE NONFICTION - 96% Nonfic-on COMICS & GRAPHIC NOVELS - 98%

32 What is moving easily to digital: Original stories à Fiction Opinion, analysis and expertise vs. data and information. à Biography, History, Business Proprietary knowledge à Diets and health guides, self-help, instruction

33 Why are some categories significantly underindexed? How many of them are richly illustrated with complex formats? à Constrained by supply in digital, still not a lot of titles available vs. print How many are given as gifts? à Constrained by behaviour)

34 The categories at the bottom of the list: those in competition with free ad-supported web resources (cookbooks, travel, etc.) à if you have a web-connected device to read on, you ll use it

35 There are definitely opportunities for children s books

36 Gift shifting from book to device to read books

37 Could we do a better job of on a device for kids?

38 Sure.

39 Are there non-fiction devices?

40 Yes.

41 Not about screen size.

42 or OS.

43 Where the boys are

44 % of Library in Non-fiction Kobo EReader 2.0 iphone Desktop Client - Windows Kobo Website Kobo Vox Android App - downloadable Kobo Touch Desktop Client - OSX ipad Samsung Galaxy Tab Blackberry Playbook HTC Android Smartphone Desktop Client - Linux 0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

45 Non-fiction Pricing

46 Price Points by # of ISBNs in Catalog

47 US Non-fiction pricing vs. unit sales BACKLIST FRONTLIST

48 (digital non-fiction is a backlist business)

49 Canada Non-fiction Pricing by Unit Sales BACKLIST FRONTLIST

50 Australia - Non-fiction Pricing by Unit Sales BACKLIST FRONTLIST

51 Biography BACKLIST FRONTLIST

52 Business BACKLIST FRONTLIST

53 Food & Cooking BACKLIST FRONTLIST

54 Health & Fitness BACKLIST FRONTLIST

55 Comics & Graphic Novels BACKLIST FRONTLIST

56 Is there a significant selfpublishing market?

57 not yet.

58 7% of all unit sales self-pub

59 non-fiction 1% self-pub

60 Price Decay in Non-fiction

61 70.00% 60.00% All Non-fiction 50.00% 40.00% % 20.00% 10.00% 0.00% % of Total Quantity Sold Average Price Linear (Average Price)

62 70.00% 60.00% Business & Non-fiction 50.00% 40.00% % 20.00% 10.00% 0.00% % of Total Quantity Sold Average Price Linear (Average Price)

63 70.00% 60.00% Biography % 40.00% 30.00% 20.00% 10.00% 0.00% % of Total Quantity Sold Average Price Linear (Average Price)

64 70.00% 60.00% History % % 30.00% 20.00% 10.00% 0.00% % of Total Quantity Sold Average Price Linear (Average Price)

65 70.00% Cooking 60.00% 50.00% 40.00% % 20.00% 10.00% 0.00% % of Total Quantity Sold Average Price Linear (Average Price)

66 70.00% Health & Fitness 60.00% 50.00% % 30.00% 20.00% 10.00% 0.00% % of Total Quantity Sold Average Price Linear (Average Price)

67 Cracking the #TOCCON