Published on March 13, 2009
Brave New World Reading Electronically 2009 O’Reilly TOC Conference Book Net Canada Technology Forum 2009 Neelan Choksi March 12, 2009 COO, Lexcycle email@example.com twitter: stanza_reader
Who Am I? • COO, Lexcycle • Former COO, SpringSource – open source • President and Co-Founder of SolarMetric (acquired by BEA Systems in 2005) • Previous Employers – Exxon, Andersen Consulting, TechTrader, MIT Blackjack Team • External Board Seats – SpringSource, Tasktop • BS from MIT, MS from Stevens Institute of
Last 30 Days in e-books • Feb 5 – Google Book Search for iPhone • Feb 6 – Amazon hints at mobile device solution • Feb 9 – Amazon Kindle 2 Launch • Feb 16 – Adobe Reader Mobile SDK 9 • Feb 25 – Indigo Shortcovers launched • March 4 – Amazon Kindle for iPhone Launch • March 5 – B&N acquires Fictionwise
e-books – Inflection Point • $52 million Wholesale e-book sales in last 4 quarters * Source: IDPF US Trade Wholesale Electronic Book Sales
The Drivers of the Opportunity
Mainstreaming of e- • Oprah Effect books
Big Name Vendors
New Hardware • Netbooks • Lots of new eReaders
Improved Displays: E Ink
Improved Mobile • Larger touchDisplays color screens w/ crisp • OTA, wireless • App Store
Challenges of Navigating the Waters
e-book Alphabet Soup Formats DRM - - - .LIT Microsoft Reader HTML - - - Mobi Adobe Adept RB - - - AZW eReader CHM - - - PDB Mobi OEB - - FB2 Apple FairPlay - - PDF DNL - - RTF many others - BBeB - EPUB
Enter IDPF’s EPUB • Standard format – users don’t want to care about formats (or DRM for that matter) • Proliferation of proprietary formats (and DRM) is bad for users, creates lock-in for vendors • Standard format eases a historical burden of conversion
The Main Players Sony Reader Amazon Kindle
So Many More Devices • • Aztak Mentor EB- Plastic Logic Reader • 900 Fujitsu FLEPia • • iRexiLiad Polymer Vision • Readius STAReBOOK • • BookeenCybook Wizpactxtr • Gen3 Onyx Boox • • Bookeen FoxiteSlick • Ganaxa GeR2 • HanLin eBook
Mobile Reading iPhone Other Devices • • Stanza FBReader • • Kindle for the iPhone eReader Pro • • eReader MS Reader • • Shortcovers Global-Reader • • Classics Mobipocketebook • Reader BookShelf • • … many more BookZ • Libris • standalone books apps
iPhone Distinctions As an eReader: • International reach • Color display • Multi-function device • Built-in wireless • No external light required • App Store
Stanza iPhone & iPod Touch •1.5 million users in 60 countries • Over 7 million books downloaded • 100,000+ books available (half free) • Translated to 12 languages • Featured in: • NY Times, Boston Globe • Time “Top 11 iPhone Applications” • Forbes • Wired “10 Most Awesome Apps” • iTunes Top Applications of 2008
Sources of Commercial Content • All Romance eBooks • Books on Board • Fictionwise • O’Reilly Media • Smashwords Buying patterns representative of print sales
Sources of Free Content • Harlequin • Feedbooks • Project Gutenberg • Munseys • BookGlutton • Random House
Primary Usage • In bed – 31% • Commuting on bus / train – 29% • In waiting areas – 13% • At home – 12% • At work – 5% • At a bar or café or lunch or dinner – 5% • On an airplane – 5% • 2 write-ins mentioned “In the bathroom” Readers enjoy having access to their library at all times in their pocket or handbag
Publisher Promotions • Pan Macmillan Excerpts – first to notice Stanza • Random House Free Titles - Back list of certain authors - Included excerpts for forthcoming books • Harlequin Free Titles - 4 free “Minis” in December - 15 free titles from each imprint in January
O’Reilly Book • O’Reilly’s iPhone: The Missing Manual application Application • Currently at TOC discounted price of $4.99
Hunted Book Application • Released March 10 – same day as physical book • $17.99
Lessons Learned - Readers Its all about the people who are reading!
Lessons Learned - Readers • Quality matters – Virtuous or Vicious Cycle • Every reader is unique – Give readers lots of options to customize their reading experience • Every device is unique – Things that work for one device may not work on another device • Listen to the user – they are happy to tell you what you are doing wrong • Give your readers a voice
Lessons Learned – • Holistic viewReaders of the entire experience for a reader: (continued) Search / Pur- Down- Start Find browse chase load Readin book content book book g Available via partners. • Not enough to focus just on one piece. Readers expect more.
Lessons Learned – Readers • Moving users from established behaviors takes time and patience (continued) • Friction = bad • Immersive reading
Publisher Lessons • Calls to action need to be clear and contextual • KISS – make it simple for the user • Hold your technology providers, conversion houses, and distributors to a higher standard • Keep experimenting – be bold • Have a budget for marketing e-books • Think about multimedia • Support EPUB • Support DRM-free
Publisher Lessons • Figure out ways to support your authors better in the electronic world - Websites - Blogs, Twitter, Social Networking, Book Trailers - Understand the technology • Don’t let this just turn into a blockbuster industry: - Find self-service methods and appropriate revenue splits for mid-tier authors
Author Lessons • Make sure your publishers are making your books available electronically: - Minimum formats: EPUB, AZW, PDF • Don’t leave marketing just for the publishers - Twitter, Blog, You Tube, Discussions - Be out there
View 2652 Ereader posts, presentations, experts, and more. Get the professional knowledge you need on LinkedIn. ... but your eReader (or eReader app) doesn't?
Neelan Choksi CEO, Lexcycle ... Lessons Learned from the Stanza iPhone App . ... into investment in “eReader Technologies”
Digital Book 2009: A Recap. ... including Lexcycle’s Neelan Choksi, ... and have learned key lessons about customer expectations, ...
The first was Is That A Computer In Your Pocket The ... Lessons From Stanza. Neelan Choksi is ... reading software for the Apple Iphone ...
Please send your abstract ... such as iPhone’s Stanza, ... Neelan Choksi, ...
Lessons learned by Stanza developing the book ... Tools of Change for Publishing Conference Neelan Choksi COO, ... iPhone Distinctions As an eReader:
Neelan Choksi is the CEO of Lexcycle, ... XML Recommendations and Lessons Learned: ... Stanza: Reading on the iPhone and iPod touch.
TOC Conference News & Coverage. ... Neelan Choksi of Lexcycle, ... What lessons can publishers of all types learn from the news industry's digital transition?