Published on September 19, 2007
Opportunities for booksellers created by the Digitisation of Book Content: Opportunities for booksellers created by the Digitisation of Book Content Tim Godfray (Chief Executive of the BA of the UK andamp; Ireland) Hotel Renaissance, Brussels 4th December 2006 The Music Industry: recent phenomenal change: The Music Industry: recent phenomenal change Downloading of music 60,000,000 MP3 players sold in 2005 420,000,000 tracks downloaded Piracy Adoption of new cost models Spiral Frog (free legal downloads from EMI andamp; Universal) Greatly weakened music publishing and retail sector Digitisation beginning to be evident in the general book market: Digitisation beginning to be evident in the general book market Search engines (Google, Microsoft etc) digitising book content Book publishers digitising their content Bookseller digitising content Good chance that the book trade could go the same way as the music industry: Good chance that the book trade could go the same way as the music industry Good chance that we will NOTgo the same way as the music industry …….: Good chance that we will NOT go the same way as the music industry ……. If authors, publishers and booksellers work together: If authors, publishers and booksellers work together And we have also the help of the European Commission : And we have also the help of the European Commission Pace of change moving so quickly: Pace of change moving so quickly A great deal happening: A great deal happening China Chinese Govt: 165m e-book readers for students SuperStar digitised 1,300,000 titles since 1949 (50% of all titles) Japan Author Yoshi distributed flyers to schoolgirls in Tokyo novel downloaded in 1600 word instalments within 3 years 20 million hits 50% of population already subscribe to digital entertainment services A great deal happening: A great deal happening Print-on-demand machines which can print, cut and bind 20 p/b books in an hour Libraries moving from printed books to computers??? Strathclyde University: public use of 3000 terminals A great deal happening: A great deal happening New models: www.lulu.com Google trying to digitise every book in the world and deciding to sell content Other search engines stepping up activities Trade publishers setting up electronic libraries Apple launched iPod for films Amazon brought out new e-readers EU creating Digital Library Reading fiction on screens?: Reading fiction on screens? '50% of fiction sales will be digital by 2016' Nigel Newton, Chief Executive, Bloomsbury Publishing Digital audiobooks: Digital audiobooks In our view, digital audiobooks are likely to be the first digital product to hit the mass market in the book trade Timescale ……. less than 2 years’ time Digitisation changes fundamentally so many things: Digitisation changes fundamentally so many things Don’t need to buy the whole book – can just buy the page : Don’t need to buy the whole book – can just buy the page Can look at the inside of the book – from your home: Can look at the inside of the book – from your home The Value Chain: The Value Chain Creator Selection – from wide to smaller range Development – editorial andamp; production process Access – ‘publishing’ (getting the book to the market) Aggregation – consolidating the range Search andamp; Discovery – finding what we want Authority andamp; Relevance – ensuring what is selected is appropriate Fufilment – transacting the sale andamp; obtaining the product Management – having a direct relationship with the customer Reader Digitisation changes fundamentally the Value Chain: Digitisation changes fundamentally the Value Chain Digitisation brings power to the consumer: Digitisation brings power to the consumer Digitisation: will authors go straight to the consumer? : Digitisation: will authors go straight to the consumer? Generally no Slide21: Digitisation: will publishers go straight to the consumer? : Digitisation: will publishers go straight to the consumer? Some sales to booksellers will be lost, because publishers will sometimes go direct and will also use other channels to market Bookshop closures and job losses: Bookshop closures and job losses There will be bookshop closures And job losses There will be a detrimental impact on traditional bookselling Culture will suffer So ………. do we want to see fewer bookshops in our communities across Europe?? Opportunities for those booksellers who adapt: Opportunities for those booksellers who adapt In the digital age, consumers will need aggregators to offer choice and promote a wide range of e-titles from different publishers Booksellers are ideally placed to do this Booksellers can: Do the ‘Search and Selection’ for consumers Provide access to targeted consumers Have merchandising skills Operate as part of an established supply chain Offer credit worthiness Help with product testing Help with price modelling Help with sales data collection Help with promotion Be the trusted third party for consumers and publishers But booksellers have to adapt The Digital Age: essentials for booksellers: The Digital Age: essentials for booksellers A website Ability to handle financial transactions via the website with consumers and publishers If you are general bookseller, you should move away from competing with Amazon etc on your website and specialise Booksellers must be ready to sell in a variety of formats Print version Digital Audio Print-on-demand By chapter Opportunities for those booksellers who adapt: Opportunities for those booksellers who adapt In-store wi-fi cafes promoting the Internet store and digital content In-store kiosk technology to sell downloads and promote digital content [a-books and e-books] Option of joining affiliate programs to widen and deepen range and facilitate digital content Developing Internet direct marketing and Customer Relationship Management skills Opportunities for those booksellers who adapt: Opportunities for those booksellers who adapt Having a print-on-demand machine in the shop Offering local publishing using Print-on-Demand Developing specialist sites with full interactive communication and contribution and merchandising Promoting recommended reads; reviews posted by readers; free sample listening; sample chapters; subscription services Promoting podcasts or blogs for local authors, celebrities Organising reader groups, readings - to create destination / community stores Organising Business Sponsorships or adoptions to promote local or specialist sales (e.g. workplace discount) What do the book trade expect from the European Commission?: What do the book trade expect from the European Commission? Guarantee the respect of copyright Ensure that in the digital world the copyright of the rights’ holder is absolutely respected in order not to threaten the creative process which guarantees the commercial viability of the book chain The European Booksellers Federation supports fully all the excellent work the Federation of European Publishers, the European Writers’ Congress, and others are doing to protect and preserve copyright What do the book trade expect from the European Commission? : What do the book trade expect from the European Commission? Conduct an impact assessment on the consequences of digitisation on the book trade Digitisation is not new in the book world: Digitisation is not new in the book world Digitisation has been around for some time in the STM, academic, legal and technical book markets We already have the internet, large type books, print-on-demand, audio books and richer bibliographic material ….. all driven by digital technology But so far, digitisation hasn’t had an impact on the general market Digitisation entering the mass market: Digitisation entering the mass market In a few years’ time, we believe Digitisation will have a significant impact on the general book trade The printed book will survive Bookshops will still survive May well be fewer bookshops Booksellers, publishers and authors will have to adapt Slide32: 122 page report from the BA of the UK andamp; Ireland on Digitisation of Content and the Opportunities for booksellers Published 9th November 2006 Can be downloaded free from http://www.booksellers.org.uk Digitisation and the General Book Market: Digitisation and the General Book Market Sales of e-books are currently less than 1% of p-books Why? Not much content available until now digitally in the general market The reading devices had defects There is now a lot of content being digitalised And the reading devices are getting much better Tipping point not far away As soon as valid e-reader is available (similar to iPod), revolution in the book market will take place Nico Verplancke will now talk to us about the research IBBT has conducted into the readers =?