Post on 17-Mar-2020
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STM E‐Production Seminar
Introductory Keynote:
Demystifying the Digital Conundrum
Gurvinder BatraCTO & Co‐founder, KiwiTech
Thursday, 3rd December 2009
A difficult questionA difficult question……
For instance, how can someone who can't even spell a simple For instance, how can someone who can't even spell a simple word like word like ““whatwhat”” figure out how to turn on a computer, log on figure out how to turn on a computer, log on to a web site, and post a question?to a web site, and post a question?
There's no easy answer to a question like that. It describes There's no easy answer to a question like that. It describes what would appear to be an impossible situation. You'd think what would appear to be an impossible situation. You'd think that anyone who was smart enough to figure out how to use a that anyone who was smart enough to figure out how to use a computer would be smart enough to know how to spell a word computer would be smart enough to know how to spell a word like like ““whatwhat””. That's a conundrum! . That's a conundrum!
So, what is a Conundrum?So, what is a Conundrum?
Confidential – KiwiTech Proprietary – 2
Print market will grow @2% from 2007 to 2012Print market will grow @2% from 2007 to 2012
EE‐‐book market will grow @39% from 2007 to 2012book market will grow @39% from 2007 to 2012
EE‐‐book share of the total book market will increase from 1.2% book share of the total book market will increase from 1.2% in 2007 to 5.2% in 2012in 2007 to 5.2% in 2012
The global mobile app market isThe global mobile app market isprojected to grow at 37.4% CAGRprojected to grow at 37.4% CAGR(Wireless Expertise forecast)(Wireless Expertise forecast) From $4.66 billion in 2009 to From $4.66 billion in 2009 to $16.60 billion in 2013$16.60 billion in 2013
1 billion people access the 1 billion people access the internet over their mobiles todayinternet over their mobiles today
Publishing Growth (2009Publishing Growth (2009‐‐2013)2013)
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The number of Smartphone sold annually will increase from The number of Smartphone sold annually will increase from 165.2 million to 422.96 million 165.2 million to 422.96 million –– which is 26.5% CAGR which is 26.5% CAGR Total number of Smartphone users will approach 1.6 B Total number of Smartphone users will approach 1.6 B
Smartphone penetration will reach 30% of the total mobile marketSmartphone penetration will reach 30% of the total mobile market
Mobile phones will outnumber PCs by 4:1 globally Mobile phones will outnumber PCs by 4:1 globally ––4 billion vs. 1 billion users 4 billion vs. 1 billion users –– by 2013by 2013 Mobile will become the ideal channel for Mobile will become the ideal channel for businesses to reach their consumersbusinesses to reach their consumers
MultiMulti‐‐purpose Smartphonepurpose Smartphone Allows reading, calling, messaging, emailing, gamingAllows reading, calling, messaging, emailing, gaming
Compact and available anywhere/anytimeCompact and available anywhere/anytime
Access to large global marketAccess to large global market
Smartphone Growth (2009Smartphone Growth (2009‐‐2013)2013)
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Market Share September 2009Market Share September 2009ComputersComputers 42.0%42.0%Kindle 1Kindle 1‐‐22‐‐DXDX 25.0%25.0%iPod/MP3iPod/MP3 16.0%16.0%iPhoneiPhone 6.0%6.0%PDA (Blackberry, etc.)PDA (Blackberry, etc.) 5.0%5.0%Sony ESony E‐‐ReaderReader 1.0%1.0%Mobile/Cell PhoneMobile/Cell Phone 1.0%1.0%OtherOther 4.0%4.0%
Source: R.R. Source: R.R. BowkerBowker; PW October 26, 2009; PW October 26, 2009
eBooks Downloads (in US)eBooks Downloads (in US)
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Dedicated eBook ReadersDedicated eBook Readers
ECTACO jetBookSony ReaderKindle 2.0 iRex iLiad Reader
COOL‐ER (Cooler) Reader BeBook Reader Elonex Reader nook Reader
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Smartphone eBook ReadersSmartphone eBook Readers
HTC Touch Pro2 & HeroSamsung Rogue
Nokia n900iPhone / iPod touch BlackBerry Storm 2 Android G2
LG Xenon & enV Touch
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Digital is Much MoreDigital is Much More……
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E-Channels
Print Replacement
Storefronts
MultimediaCommunities
Blogs
Podcasts
Widgets
Mobile Devices
Print-on-demand
Custom Publishing
Wikis
Confidential – KiwiTech Proprietary
PC vs. Cell Phone / Internet Users GrowthPC vs. Cell Phone / Internet Users Growth
Confidential – KiwiTech Proprietary
Mobile Internet Adoption Outpaces DesktopMobile Internet Adoption Outpaces Desktop
Confidential – KiwiTech Proprietary
Powerful New Publishing PlatformsPowerful New Publishing Platforms
Confidential – KiwiTech Proprietary
Apple Changed the Complete DynamicApple Changed the Complete Dynamic
Confidential – KiwiTech Proprietary
eBooks Growth on iPhoneeBooks Growth on iPhone Games was the highest app category from inception in August Games was the highest app category from inception in August 2008 to August 20092008 to August 2009
Books overtook games in September 2009Books overtook games in September 2009 In October 2009, one out of every five new apps launching on iPhIn October 2009, one out of every five new apps launching on iPhone one has been a book has been a book
Confidential – KiwiTech Proprietary
Examining active user sessions tracked in eBooks category on Examining active user sessions tracked in eBooks category on iPhoneiPhone The chart below shows steep growth over 300% from April to July The chart below shows steep growth over 300% from April to July 20092009 Tracked nearly 3 million active users in eBooks category in JulyTracked nearly 3 million active users in eBooks category in July 20092009
This is 1% of the US populationThis is 1% of the US population
This number is exploding with books shipping in drovesThis number is exploding with books shipping in droves
eBooks Growth on iPhoneeBooks Growth on iPhone
Confidential – KiwiTech Proprietary
Quadrant IQuadrant I most frequently used apps most frequently used apps over longest period of timeover longest period of time
Quadrant IIQuadrant II intense usage over a finite intense usage over a finite period of timeperiod of time
Quadrant IIIQuadrant III used only a few times and then used only a few times and then abandonedabandoned
Quadrant IVQuadrant IV used occasionally but retained used occasionally but retained for a long period of time for a long period of time
Usage of Mobile AppsUsage of Mobile Apps
iTunesiTunes StoreStore
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BlackBerryBlackBerry App WorldApp World
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Nokia Nokia OviOvi StoreStore
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Android Market PlaceAndroid Market Place
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Developer licenseDeveloper license
Platforms require different technology for development, loading Platforms require different technology for development, loading and maintenance of eand maintenance of e‐‐readersreaders ObjectiveObjective‐‐C, Java, J2ME, C, Java, J2ME, SymbianSymbian, individual SDK, individual SDK’’ss
Parsing of the content Parsing of the content –– ePubePub, XML, PDF, application files, XML, PDF, application files
Customization of the reader based on type of contentCustomization of the reader based on type of content
Submit to specific application store for review of the app (readSubmit to specific application store for review of the app (reader)er)
1010‐‐15 working days of review cycle15 working days of review cycle
Content live on respective app storeContent live on respective app store
Process for Publishing ContentProcess for Publishing Content
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Business modelsBusiness models Revenue share vs. services model (Apple cut 30%)Revenue share vs. services model (Apple cut 30%)
Institution subscription Institution subscription
Print vs. eBook costPrint vs. eBook cost 11stst tipping point tipping point ‐‐ $0.99$0.99
22ndnd tipping point tipping point ‐‐ $4.99$4.99
InIn‐‐house vs. outsourcing of developmenthouse vs. outsourcing of development Multiple technologiesMultiple technologies
Single book apps vs. collectionSingle book apps vs. collection Discoverability on app stores is a big issueDiscoverability on app stores is a big issue
Consumer expectationConsumer expectation Interactive (audio, video, animation)Interactive (audio, video, animation)
Challenges Facing the PublishersChallenges Facing the Publishers
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Confidential – KiwiTech Proprietary
Partnering with a digital distributor to sell contentPartnering with a digital distributor to sell content No upfront cost with the reseller taking care of uploading, apprNo upfront cost with the reseller taking care of uploading, approval and oval and selling of content on mobile platformselling of content on mobile platform
The reseller has a revenue sharing and thus a vested interestThe reseller has a revenue sharing and thus a vested interest
Partnering with a digital distributor to sell content for freePartnering with a digital distributor to sell content for free Same as above mostly with the exception of having a fixed monthlSame as above mostly with the exception of having a fixed monthly feey fee
Creating an internal team to manage content on mobileCreating an internal team to manage content on mobile Using inUsing in‐‐house and freelance programmers for technologyhouse and freelance programmers for technology
Loading / selling content directlyLoading / selling content directly
BrandingBranding Using the partners developer license to sell contentUsing the partners developer license to sell content
Creating your own license but still working with the partner to Creating your own license but still working with the partner to managemanage
Various ROI ModelsVarious ROI Models
What Are Various Publishers Doing?What Are Various Publishers Doing?
SWITCH TO SIMULATOR TO SHOW IPHONE APPSSWITCH TO SIMULATOR TO SHOW IPHONE APPS
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Confidential – KiwiTech Proprietary
ClassiqueClassique Reader Reader –– Classics2Go CollectionClassics2Go Collection
Home Page Book Cover TOC
Confidential – KiwiTech Proprietary
ClassiqueClassique Reader Reader –– Classics2Go CollectionClassics2Go Collection
Image Classique Page Turn Bookmark
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Quantum Reader Quantum Reader –– The Blind SideThe Blind Side
Cover Page TOC Page
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Quantum Reader Quantum Reader –– The Blind SideThe Blind Side
Unique Page Turn Function Controls Multimedia
BlackBerryBlackBerry ee‐‐Reader Screen ShotsReader Screen Shots
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Android eAndroid e‐‐Reader Screen ShotsReader Screen Shots
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Nokia eNokia e‐‐Reader Screen ShotsReader Screen Shots
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Evaluate your customer needs
Review your content and match with the opportunities
Determine your goals Monetization or new revenue channels
Brand building
New users
Increased accessibility
Most important of all – Get started!
SummarySummary
Thank you!Thank you!
Gurvinder BatraGurvinder BatraCTO & CoCTO & Co‐‐founder, KiwiTechfounder, KiwiTech
gurvinder@kiwitechcorp.comgurvinder@kiwitechcorp.com3030 K Street NW, Suite 1023030 K Street NW, Suite 102
Washington, DC 20007Washington, DC 20007
www.kiwitechcorp.comwww.kiwitechcorp.com
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