2010七月底，我以2009的簡報，對同一批書又檢視了一次，做了一份投影片。一直沒時間把一些敏感資料拿掉，公布這份簡報，年底了，再不公布，也擔心過時，所以還是來公布一下吧。本簡報中藍黑底的，是2009的，白色底的是2010年的，可相互對照！ 另，參考我的一篇文章： http://e23things.blogspot.com/2010/08/ebook-business-pricing-business.html

1. 2010.08.04

2. •
•
•
•
•
•

3. http://idpf.org/doc_library/industrystats.htm

4. Compare 2010 Jan - May ($147.7 M) vs.
2002 - 2009 Annual Trade Wholesale Sales
http://idpf.org/doc_library/industrystats.htm

5. http://radar.oreilly.com/2010/05/yes-the-ipad-is-sexy-but-globa.html

6. http://radar.oreilly.com/2010/05/yes-the-ipad-is-sexy-but-globa.html

7. http://toc.oreilly.com/2010/06/the-power-of-promotional-pricing.html

8. Penguin chief executive John Makinson
http://www.guardian.co.uk/business/2010/jul/29/penguin-john-makinson-ebooks

9. Penguin chief executive John Makinson
http://www.guardian.co.uk/business/2010/jul/29/penguin-john-makinson-ebooks

10. Financial Times (2010.05.11)
http://www.ft.com/cms/s/0/d2cc9aae-5d33-11df-8373-00144feab49a.html

11. • / 19.99/26.99 = 0.74
• Kindle/ 9.99/19.99 = 0.5
• Kindle/ 9.99/26.99 = 0.37

12. 2009 2010
Digital list 19.99 19.99
Print List 26.99 16.99
Kindle 9.99 9.99

13. 2009 2010
Digital list 19.99 19.99
Print List 26.99 16.99
Kindle 9.99 9.99

17. iBook
Kindle BN

18. • / 23.99/34.99 = 0.68
• Kindle/ 14.39/23.99 = 0.60
• Kindle/ 14.39/34.99 = 0.42

21. • /
• Kindle/ 9.99/19.95 = 0.5
• Kindle/ 9.99/19.95 = 0.5

23. 2009 2010
Digital list 19.95
Print List 19.95 19.95
Kindle 9.99 16.99

24. 2009 2010
Digital list 19.95
Print List 19.95 19.95
Kindle 9.99 16.99

25. 2009 2010
Digital list 19.95
Print List 19.95 19.95
Kindle 9.99 16.99

27. Kindle, BN, iBook

28. • /
• Kindle/ 9.99/22.99 = 0.43
• Kindle/ 9.99/22.99 = 0.43

31. 2009 2010
Digital list 22.99
Print List 22.99 22.99
Kindle 9.99 10.99

32. 2009 2010
Digital list 22.99
Print List 22.99 22.99
Kindle 9.99 10.99

33. Kindle, BN, iBook

34. •
• Kindle/ 6.59/10.99 = 0.73
• Kindle/ 6.59/7.99 = 0.82

36. 2009 2010
Digital list 10.99
Print List 7.99
Kindle 6.59 8.99

37. 2009 2010
Digital list 10.99
Print List 7.99
Kindle 6.59 8.99

38. • BN /list 8.79/19.99 = 0.43
• BN /BN 8.79/12.99 = 0.67

39. 8.99

40. 8.99

41. Kindle, BN, iBook

42. • Kindle/ 9.99/14.95 = 0.67

45. • BN /list 9.99/14.95 = 0.67
• BN / 9.99/20.00 = 0.5
• BN / 9.99/11.96 = 0.83

47. 2009 2010
CD
MP3

60. http://assets.en.oreilly.com/1/event/19/Reasons%20To%20Be%20Excited%20Paper.pdf

61. enriched ebooks

62. DVD extra

66. 1.

68. 2.

70. 3.

80. format

82. enriched

102. •
•
•
• Wholesale model vs. Agency model

111. 12.42
8.24

114. 10.99

115. Wholesale vs. Agency
author -> publisher -> wholesaler -> bookstore -> consumer
author -> publisher -> fixed-price distributor -> consumer

117. Amazon 35% 65%
Kindle 70% 30%
Google 63% 37%
Apple 70% 30%
75% 25%
!
Scribd
80% 20%
Smashwords 85% 15%

118. Amazon Model
http://forums.digitaltextplatform.com/dtpforums/entry.jspa?externalID=453

119. Wholesale vs. Agency
• Hachette
• HarperCollins
• Macmillan
• Penguin
• Simon & Schuster
http://www.mobileread.com/forums/showthread.php?t=79443

120. Wholesale vs. Agency
• Hachette (Grand Central, Little Brown, Faith Words, Windblown, Orbit, Center Street, Yen
Press
• HarperCollins (Amistad, Avon, Caedmon, Ecco, Eos, Harper, ItBooks, Rayo, William Morrow)
• Macmillan (Farrar, Straus and Giroux, FSG, Hill & Wang, Faber & Faber, First Second, Henry Holt &
Co., Metropolitan Books, Times Books, Nature Publishing Group, Palgrave Macmillan, Picador, Quick
and Dirty Tips, Scientific American, St. Martin’s Press, Minotaur Books, Thomas Dunne Books, Tor/
Forge, Orb Books)
• Penguin (Penguin, Ace, Alpha, Amy Einhorn Books/Putnam, Avery, Berkley, Dial, Dutton, Firebird,
Frederick Warne, Gotham, Putnam, Grosset & Dunlap, HP, Hudson Street, Jove, NAL, Pamela Dorman
Books, Perigree, Philomel, Plume, Portfolio, Prentice Hall, Price Stern Sloan, Puffin, Razorbill, Riverhead,
Sentinel, Speak, Tarcher,Viking)
• Simon & Schuster (Atria, Folger, Free Press, Gallery, Howard, Pocket, Scribner, Simon & Schuester,
Threshold, Touchstone/Fireside)
http://www.mobileread.com/forums/showthread.php?t=79443

121. http://www.guardian.co.uk/books/booksblog/2010/jul/23/authors-amazon-deal-publishing

124. 15%
25%
35% B&N
50%
brand ...

125. • = 60 80 !
• /
eStore = 7/3
•
20% 30

134. 180-> 99->80

135. 180-> 99->80

136. •
•
•
•
• eg. kobo vs. kindle

137. •
•
•
•
•

138. •
•
• bundles
• LBS

139. Promotion
http://toc.oreilly.com/2010/06/the-power-of-promotional-pricing.html

143. version pricing

144. Monitoring, Analyzing, Testing

145. Dynamic Pricing

146. http://sethgodin.typepad.com/seths_blog/2009/12/the-magic-of-dynamic-pricing.html

147. http://sethgodin.typepad.com/seths_blog/2009/12/the-magic-of-dynamic-pricing.html

148. ebook profit
Total Profit =
[Number of eBooks Sold x (eBook Price - Transaction Cost)]
– Investment
Total Profit =
[Number of eBooks Sold x (eBook Price x Publisher Share)]
– Investment

155. DRM

156. DRM

157. DRM

158. DRM

159. DRM

160. DRM

161. DRM

162. social
DRM

163. social
DRM

164. social
DRM

165. social
DRM

166. http://www.fonerbooks.com/selfpublishing/?p=164

167. http://www.fonerbooks.com/selfpublishing/?p=164

168. http://www.fonerbooks.com/selfpublishing/?p=164

169. http://www.fonerbooks.com/selfpublishing/?p=164

176. shopping experience,
reading experience,
device coverage, and
how much freedom the
user has with the books
they’ve been given
from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/

177. shopping experience,
reading experience,
device coverage, and
how much freedom the
user has with the books
they’ve been given
from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/

178. shopping experience,
reading experience,
device coverage, and
how much freedom the
user has with the books
they’ve been given
from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/

179. shopping experience,
reading experience,
device coverage, and
how much freedom the
user has with the books
they’ve been given
from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/

180. shopping experience,
reading experience,
device coverage, and
how much freedom the
user has with the books
they’ve been given
from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/

181. focus attention on
specific great books,
reward our loyal
customers, and
celebrate the launch of
new features, apps or
services.
from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/

182. focus attention on
specific great books,
reward our loyal
customers, and
celebrate the launch of
new features, apps or
services.
from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/

183. focus attention on
specific great books,
reward our loyal
customers, and
celebrate the launch of
new features, apps or
services.
from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/

184. focus attention on
specific great books,
reward our loyal
customers, and
celebrate the launch of
new features, apps or
services.
from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/

185. focus attention on
specific great books,
reward our loyal
customers, and
celebrate the launch of
new features, apps or
services.
from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/

186. focus attention on
specific great books,
reward our loyal
customers, and
celebrate the launch of
new features, apps or
services.
from: http://blog.kobobooks.com/2010/03/29/countdown-to-agency-and-party-like-its-9-99/

189. UI UX

193. /