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WAYS TO ENTER THE DIGITAL MARKETPLACE SUCCESSFULLY4 May 2014, Tehran International Book Fair
Expert: Steffen Meier, readbox publishing gmbh
Organiser: Frankfurt Book Fair, in cooperation with Tehran Publishers
and Booksellers Union
Sponsored by: German Federal Foreign Office
Financial support:
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AGENDA
EBOOK MARKETS: TRANSATLANTIC AND EMERGING MARKETS
THE ROLE OF DEVICES FOR EMERGING DIGITAL MARKETS
HOW TO DEVELOP DIGITAL MARKETS
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
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TRANSATLANTIC MARKETSUSA, UK, GERMANY
SOURCE: WHATSTHATPICTURE HTTPS://WWW.FLICKR.COM/PHOTOS/WHATSTHATPICTURE
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
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MARKETS & TRENDS: USATHE RISE OF THE EBOOK: AAP (ASSOCIATION OF AMERICAN PUBLISHERS)
Frankfurter Buchmesse © 2014 Steffen Meier
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MARKETS & TRENDS : USANEARLY 30% OF ALL BOOKS PURCHASED IN THE U.S. ARE EBOOKS (2009-2012) (BOWKER 2013)
Frankfurter Buchmesse © 2014 Steffen Meier
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MARKETS & TRENDS: USAEBOOK REVENUE (AAP 2013): MORE THAN 15 BILLION DOLLAR 2012
Frankfurter Buchmesse © 2014 Steffen Meier
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MARKETS & TRENDS: USAEBOOK SALES 2011/2012 IN CATEGORIES (AAP/BISG)
Frankfurter Buchmesse © 2014 Steffen Meier
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MARKETS & TRENDS: GERMANY
SURVEY PUBLISHING HOUSES, ALL SEGMENTS COMPRISED, REVENUE SHARE OF E-BOOKS (BÖRSENVEREIN 2012)
Frankfurter Buchmesse © 2014 Steffen Meier
2011 2012 20150
2
4
6
8
10
12
14
16
18
6.2
9.5
16
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MARKETS & TRENDS: GERMANY
E-BOOK DISTRIBUTION CHANNELS 2012 IN % (GFK)
Frankfurter Buchmesse © 2014 Steffen Meier
15
4118
16
10
Direct & Other
Amazon
Weltbild
Thalia
Apple
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MARKETS & TRENDS: UNITED KINGDOMUK POPULATION (13-79 YRS) WHO HAVE BOUGHT AN EBOOK 2011-2013(NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2014 Steffen Meier
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MARKETS & TRENDS: UKVOLUME SALES OF PHYSICAL BOOKS AND EBOOKS (2011-2013) (NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2014 Steffen Meier
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EMERGING MARKETS
SOURCE: PHOTOPHILDE HTTPS://WWW.FLICKR.COM/PHOTOS/PHOTOPHILDE
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
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Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
Ebooks worldwideForecast: North america leads the way in ebook-adoptionconsumer ebook spending in Mio. US Dollar (PWC 2013)
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Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
WHO HAVE BOUGHT AN E-BOOK IN THE PAST 6 MONTHS?(IN MILLIONS, BOWKER 2012)
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Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
RUSSIAN EBOOK MARKET(MARKET VOL. 1,8 BILLION DOLLAR, EBOOK > 1%, 2013)
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Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
BRAZILIAN EBOOK MARKET(EBOOK UNIT SALES JAN/12 TO DEC/13, CARLO CORRENHO)MARKET VOL. 3,7 BILLION DOLLAR, EBOOK 2,5 %)
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THE ROLE OF DEVICES FOR DIGITAL MARKETS
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
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THE TRANSATLANTIC DOMINANCE IS (WAS) BASED ON SINGLE-PURPOSED DEVICESFOR THE MOMENT…
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
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Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
E-BOOK MARKET RELATES ON A DYNAMIC HARDWARE MARKET More ebooks as printed books (amazon)
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THE RISE OF THEMULTI-PURPOSED DEVICE(SMARTPHONE, TABLET…)
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
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MARKET PENETRATION DEVICES WORLDWIDE (NIELSEN 2011, IN PERCENT)
Frankfurter Buchmesse © 2014 Steffen Meier
Tablet PC
eReader
Netbooks
Mobile Media Devices
Mobile Gaming Consoles
Smartphones
0 5 10 15 20 25 30
4.00
6.00
8.00
16.00
21.00
25.00
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Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
E-READER VS. TABLETSPeople with e-reading Devices Worldwide (Bookbon 2012)
United States
United Kingdom
France Germany Denmark India United States
United Kingdom
France Germany Denmark India
0
5
10
15
20
25
30
35
30.6%
28.1%
8.1%
11.7%
18.2%
0.5%
16%
13.2%
0.7%
2.6% 2.2%
0.1%
TABLETS EREADER
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SINGLE VS. MULTI-PURPOSED DEVICES(IHS, WALL STREET JOURNAL 2013)
Frankfurter Buchmesse © 2014 Steffen Meier
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“SMARTPHONES ARE NOW THE WORLD’S DOMINANT COMPUTING DEVICE!”
ALEX COCOTAS, BUSINESS INSIDER 2012
Frankfurter Buchmesse © 2014 Steffen Meier
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Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
TOP SIX SMARTPHONE MARKETSBASED ON SHARE OF GLOBAL SHIPMENTS
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SMARTPHONE USER AFRICA/MIDDLE-EAST MILLION USER, WIRELESS INTELLIGENCE 2010
Frankfurter Buchmesse © 2014 Steffen Meier
Kenya
Morocco
Algeria
South Africa
Saudi Arabia
Turkey
Egypt
Islamic Republic of Iran
Nigeria
0 10 20 30 40 50 60 70 80 90 100
23.7
31.5
31.71
50.12
52.81
62.17
66.27
74.62
86.83
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WHY SMARTPHONE?
SOURCE: TECHANDLEARN HTTPS://WWW.FLICKR.COM/PHOTOS/TEACHANDLEARN
Frankfurter Buchmesse © 2014 Steffen Meier
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Frankfurter Buchmesse © 2014 Steffen Meier
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BRAZIL: BOOKS AND MAGAZINES ARE EVEN MORE POPULAR ON MOBILE DEVICES
"WHILE WATCHING TV AND MOVIES ON MOBILE DEVICES SCORED HIGH WITH YOUNG BRAZILIANS, CONSUMING TRADITIONAL MEDIA SCORED EVEN HIGHER. AROUND 71% OF BRAZILIANS AGED 15-24 REPORT READING BOOKS ON MOBILE DEVICES, WHILE 67% READ MAGAZINES AND 58% READ NEWSPAPERS“.
US-MEDIACONSULTING, 2013
Frankfurter Buchmesse © 2014 Steffen Meier
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GERMANY: E-READING ON SMARTPHONES IS ARRIVING…
STUDY 2014 BITKOM/BÖRSENVEREIN
Frankfurter Buchmesse © 2014 Steffen Meier
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THE FUTURE OF E-READING IS BASED ON MULTI-PURPOSED DEVICES
Frankfurter Buchmesse, © Steffen Meier 2014 (Readbox)
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EMERGING MARKETS: DIGITAL FIRST
"E-PUBLISHING GROWTH IS ORGANIC IN THE DEVELOPING WORLD…IN AFRICA, PHYSICAL BOOKS ARE THOUGHT OF AS PRINTED EBOOKS"
OCTAVIO KULESZ
Frankfurter Buchmesse © 2014 Steffen Meier
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LEARNINGS
THE EBOOK MARKET IS GLOBALLY GROWING FAST
ONE DRIVER, ESPECIALLY IN EMERGING MARKETS, IS THE SMARTPHONE AS A MULTI-PURPOSED DEVICE
Frankfurter Buchmesse © 2014 Steffen Meier
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CHALLENGES IN DIGITAL MARKETS
TECHNICAL WORKFLOWS (FORMATS) & PLATFORMS
CONTENT WITH WHICH TOOLS?WHICH CONTENT FOR WHICH DEVICE?WHICH PLATFORMS REACH YOUR READER?
Frankfurter Buchmesse © 2014 Steffen Meier
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CHALLENGES IN DIGITAL MARKETS
METADATA & VISIBILITY IN THE DIGITAL JUNGLE
IF YOUR READER SEARCH FOR CONTENT IN THE WEB – CAN HE FOUND YOU?
WHICH DATA NEEDS YOUR SELLING PLATFORM?Frankfurter Buchmesse © 2014 Steffen Meier
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CHALLENGES IN DIGITAL MARKETS
COPYRIGHT
HOW TO PROTECT THE RIGHTS OF YOUR AUTHORS – AND YOURS?
Frankfurter Buchmesse © 2014 Steffen Meier
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THANK YOU FOR YOUR ATTENTION
STEFFEN [email protected]
Frankfurter Buchmesse © 2014 Steffen Meier