Published on January 7, 2009
Collaborative eBook Publishing and Marketing: Higher Institutions and ePublishers : Collaborative eBook Publishing and Marketing: Higher Institutions and ePublishers Norshuhada Shiratuddin Shahizan Hassan Universiti Utara Malaysia August 2004 Outline : 2 Outline Motivation eInfoC and eloka Collaborative E-Publishing Process Collaborative Marketing Design of eInfoC and eloka Student-oriented Marketing Strategies Experimental Study Findings Conclusion Motivation : 3 Motivation Existing UUM publications – pContent not widely promoted – limited accessibility, low publicity Have not been publicised properly and thus not noticed locally, and more importantly, internationally. A study was conducted to promote and market UUM’s own publications. Need to take advantage of eContent benefits: hyperlinking, addition of multimedia, data density, instant searching, interactivity, up-dated content, personalisation, etc. Introduction : 4 Introduction Virtual centre called Electronic Information Centre (eInformation Centre) was developed to collaborate with an independent electronic publisher (eloka.com). eInfomation Centre (http://www.e-infoc.uum.edu.my) Publishes; Promotes; Markets; eContents eBooks eReports eLecture-Modules eJournal Collaborative E-Publishing Process: Ensure Quality : 5 Collaborative E-Publishing Process: Ensure Quality Author submits book or article in eContent format to eInfoC; Editorial board appoints two reviewers; Reviewers who are experts in the relevant areas, review the submission for content quality; Approved submission is proof-read; Submission is sent to author for inspection; On approval, submission in eContent format is sent to eloka.com (however, care must be taken and assurances maintain to ensure that there is no abdication of editorial power in the process); Cont….Collaborative E-Publishing Process : 6 eloka.com performs final review; Submission goes through final design process such as conversion to several formats (e.g.: PDF, LIT, MOBIPOCKET, etc) and .EXE file testing; eloka.com designs cover and send it to the author for approval; Signing of agreement; Publication is listed at eloka.com and eInfoC. Cont….Collaborative E-Publishing Process Slide 7: 7 eInfoC & eloka - provide a marketplace and alternative channel to sell publications online without large cost and excessive risk - extending the reach to the mass readers globally. Books are not encrypted - books can be downloaded immediately after a purchase - purchased items are stored in a buyer’s personal bookshelf. Buyers can access or download the purchased items over and over again anytime, anywhere - able to download all the available formats. Revenues earned on profit sharing basis. Royalty is paid based on the number of items sold. Collaborative Marketing Slide 8: 8 1.Point-and-click browsing 2. Multi-parameter searching (configurable search criteria, quick search, advanced search) 3. Purchase options 4. Multiple book formats 5. Tracking (authors’ sale) 6. Electronic delivery 7. User registration 8. Shopping cart features 9. Publication & subscriptions archives 10. Trials and promotions 11. Discounts 12. Multiple payment options 13. Electronic receipts 14. Transaction history 15. Personal bookshelf 16. Online help Design of eInfoC & eloka Slide 9: 9 Design of eInfoC & eloka Slide 10: 10 Design of eInfoC & eloka Design of eInfoC & eloka : 11 Design of eInfoC & eloka Slide 12: 12 Design of eInfoC & eloka Student-oriented Marketing Strategies : 13 Student-oriented Marketing Strategies Forwarded-by-lecturer Mobile banking – SMS In progress project Use existing m-banking model (a local bank with Maxis service provider) Currently, allows bills payments to a number of Malaysian companies – e.g. Electricity, Telecommunication and ASTRO Debit card using students’ smart cards Students’ Identity card Students’ Library Card Forwarded-by-lecturer : 14 Forwarded-by-lecturer The Study : 15 The Study Three eLecture-modules have been listed at eInfoC and eloka’s Websites. Put on sale in May and November 2003. Promotions took place in class during the first and second weeks of lecture in the second semester of 2003 (November 2003 to March 2004). All books are in PDF format sales can be monitored and tracked by the authors Authors can view sale statistics and cash out once the sale profit exceeds US$ 25.00 The Study: eModules : 16 The Study: eModules eBook The Study: Sales tracking feature : 17 The Study: Sales tracking feature The Study: Cash out feature : 18 The Study: Cash out feature The Study: Pricing books : 19 The Study: Pricing books Prices - determined by the authors. No independent pricing model adopted. However, A strategy for making sure that the price of a module is less than the photocopying cost in Malaysia of all the pages in the module was followed. If X ? 100, then 0.025X ? E-book Price ? 0.04X If X > 100, then 0.02X ? E-book Price ? 0.03X If authors assume students pay for the cover and bind, then the total price should add another 1.5 to 3.50 dollar per book. Findings : 20 Findings At the end of the semester (in March 2004), all 88 students who bought the modules were asked to fill a set of questionnaire. This instrument collected data on their perceptions of eBooks as well as reading and buying books electronically. Findings : 21 Findings More than 90% in one of the classes bought the modules. Time taken to publish was within two weeks of the manuscripts submission dates. 87.5% agreed that access time to lecture material was significantly reduced. Findings : 22 Findings Most students (70.5%) did not utilise existing and related on-screen reading technology. Reasons - hardware-based readers - unable to meet the expense of any special hardware. software-based readers - although they can be freely downloaded and the students were shown how to do this – uncomfortable to read on-screen. Findings: Preferred reading method : 23 Findings: Preferred reading method Findings : 24 Findings Although most preferred to print the eLecture-module, merely 5.8% were unsatisfied with books in electronic format. Overall, the purchase satisfaction of modules in electronic format was on the high side (70%). However Roughly 16% were unsatisfied with the purchasing method - reasons - they had to print to read and this would incur more costs on their part. Findings : 25 Findings Out of those who printed the eLecture-module to read, 54.5% said they would continue to buy books in electronic format. 78.4% of the 88 students stated that they have interests in buying books in electronic form. Only 21.6% of the 88 students had no interest in buying eBooks. Conclusion : 26 Conclusion These results seem to indicate that eBooks do have a positive future in higher educational environment.
Collaborative eBook Publishing and Marketing: Higher Collaborative eBook Publishing and Marketing: Higher Institutions and ePublishers . Norshuhada