Presenter: Neelan Choksi COO of lexcycle
e-books inflection point hit in 2008
IDPF talks about 44 million as the wholesale number but there is a lot of confusion/ignorance regarding the numbers for the whole market
Indicator of mainstream:
The Oprah effect: Stanza downloads went through the roof when Oprah mentioned ebooks
iPhone distinctions
- International reach
- color display
- multi-funtion device
- Built-in wireless
- No external light required
- App Store
Primary Usage (%)
- In bed 31
- Commuting on bus/train 29
- In waiting areas 13 (parenting note: read to your kid to help prevent them from seeing the candy aisle)
- At home 12
- At work 5
- At a bar or cafe 5
- On an airplane 5
- 2 write-ins mentioned In the bathroom
Since launch of Fictionwise store:
Average title price point 10.25
Promotions
- Pan Macmillan Excerpts
first to notice Stanza
- Random House Free Titles
Back list of certain authors
excerpts from forthcoming boks
- Harlequin
4 free minis
Oreilly experiment
The missing Manual = 200 images that render beautifully
Lessons learned:
- Its all about the people who are reading
- Quality matters: you get noticed when you're the top dog
- Every reader is unique give them lots of options to cutsmize their reading
- 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 worng
- give your readers a voice
too much friction in purchase registration - every tme you remove friction sales go up
Publisher Lessons
- calls to action need to be clear and contextual
- KISS
- Hold yur technology providers conversion houses
- Keep experimenting
- Have a budget for marketing e-books
- Support EPUB
- Support DRM-free
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