ebook 2.0 : eliterature - opa
Post on 03-Jul-2015
65 Views
Preview:
DESCRIPTION
TRANSCRIPT
Ebook 2.0OPPORTUNITY ANALYSIS PROJECT
I - Objectives of the project
There is a world between a novel writer and the reading experience.
With the revolution of tablet readers, a lot of innovations have been
realized, but they’re not fully taking advantage of new Web 2.0
interactions with the novel structure.
Our objective is to create brand new Ebooks with new writing
architecture, taking advantage from all the possibilities of the new
tablet readers : ability to connect to network, enhanced reading
experience / interactions with HTML5, touch and geolocalization
capabilities, in order to have an enriched reading experience.
II - Estimating the market size
Our market is focused on French-speaking countries.
The market is thus limited to France, Canada, Belgium, Switzerland for the moment.
In the next steps in term of star-up evolution, we'd work into product localization and as a consequence expand into english speaking countries.
According the official XERFI database cabinet : the ebook segment is currently at 73 million € (2012) and would represent about 6% of the market of the book in 2015. This would represent as a total market about 260 million €uros.
Inside this global market, we'd estimate that a huge part would be the digital versions sold - of already paper published books -, or self-publishing, small houses of digital editions only.
As our main customers are , according to our previous study and external positionning, we might consider female between 30 and 49 years, in families earning more than 75K$. This would represent about 21% of tablet owners.
As a consequence, this first sub segment would represent about 15 Million Euros in 2012, evolving into 54.5 Million Euros in 2015.
II - Estimating the market size
Source : XERFI via : JDN
II - Estimating the market size
But we cannot stop at the eBook/reader market only. We have to consider
all the Tablets Market (even if the reading experience is slightly different).
In this scenario, we might package the book into an interactive application
(like Game Apps present on Windows Phones,..).
In this case, we might touch a much larger audience, more and more
interested on reading books on tablets. On the tablet market, we might
consider as a weakness the number of Book Readers, but as a strength, the
interactivity possibilities are much more interesting to investigate (touch
sensors, high definition color HD screens, connectivity...).
Source : Actualitté.
III – Survey - Methodology
Online Interview Based on Quantitative
and Qualitative Questions.
Sample of 72 people from 18 to 83
Available (in French) at:
https://docs.google.com/spreadsheet/
viewform?formkey=dEVYTmpzRHJQeD
BFd0xUVG1iOFJ1dEE6MQ
Result datas :
https://docs.google.com/spreadsheet/
ccc?key=0AhnHe4M9_syBdEVYTmpzRH
JQeDBFd0xUVG1iOFJ1dEE
Detail of Online Survey
• Hello, we're currently realizing a survey on Book Readers. Would you
have a second ?
• First, tell me your Age, Sex, CSP ? How many books are you reading
per year ?
• What kind of books (novels, sci-fi, romance,…)• Do you own a eBook reader ? Do you own a tablet ?
• a) if Yes :
• What percentage of your books are you reading on your
tablet ?
• b) If no :
• Are you willing to buy one ? If Yes, Why ? If no, Why ?
• Do you have a smartphone ?
• Did you read "Books in which you are the hero ? "
• Defining what is interactive Ebooks according to the Team Rocket
Project
• Here is an interactive Ebook (explanation).
• Would you be interested in interactive ebooks ?
• How much would you pay for an interactive ebook ?
• What would be interesting for you in an interactive Ebook Idea ?
• Thank you for your time
IV – Survey – Main Results
Facts : People from CSP related to executive read most interactive books, followed by
unemployed people (students).
Consequence : We should also aim students as secondary target.
Work Categories Did you read Gamebooks ?
Your Working Category AND Did you already read GameBooks
Retired
Mid Class
Manual Worker
Employee
Exec
Students
IV – Survey – Main Results
Facts : People from CSP related to executive have most smartphones, followed by unemployed
people (students).
Consequence : We confirm that Ebook readers / Tablets are related to people already using
smartphones – tech trend setters aspect.
Work Categories Do you have a smartphone ?
Your Working Category AND Do you have a smartphone ?
Retired
Mid Class
Manual Worker
Employee
Exec
Students
IV – Survey – Main Results
Facts : People from CSP related to executive have most smartphones, followed by unemployed
people (students). Point confirmed by Graph 2 : Smartphone users have read interactive /
Gamebooks.
Consequence : We confirm that Ebook readers / Tablets are related to people already using
smartphones – tech trend setters aspect.
Retired
Mid Class
Manual Worker
Employee
Exec
Students
Work Categories
Work Categories per smartphone usage Smartphone usage per Did you read a Game Book ?
Do you have a smartphone ?
IV – Survey – Main Results
People would NOT be interested in interactive GAMEBOOKS on Ebook Readers for the Top 3
Reasons : Current Price of the Ebooks much more expensive in France than in US, The pleasure of
Real Books versus Digital Books, Not Enough Innovations in the sector… yet.
Reasons %PRICE 33%REAL BOOKS 29%NOT ENOUGH INNOVATIONS 13%
V - Face to Face Interviews with
Customers
In Depth customer interviews feedbacks :
Kathy, Female, 42 Years Old, Accounting Assistant, living in Paris Suburb
Good concept, but need to make interactions easier to understand natively.
Maybe putting first a short tutorial.
Diversification of the stories : « The story seems scary, nice, but I’d prefer romance, do you have some of them ? »
Need an easy way to navigate into the story : if the reader wants to go back 10 pages earlier, need a dedicated and simple way to perform the action.
Jean-François, Gamer Student, 25 years Old, Paris
Good concept, very creative.
As Jean-François is a gamer, he’s able to imagine the final work, but he’d like to see practically how the touch would be used, especially in new Interactions (Windows 8, Apple Ipad Example – pinch the image, rotation,…)
Need to investigate all the potentials of new readers to use potential new gestures.
« Good creepy story, how does it end ? »
V - Face to Face Interviews with
Customers
Manuel, merchant, 33 Years Old
No time to use digital platform
What should make me interested is sharing my read experience with other readers
I like touch paper. But with digital books, there is practical aspect of mobility, without internet connection!
Paul, without any known activity, 24 years Old
I wait for some better platforms, less expensive to buy one.
I’m very interested by the concept. I’m ready to pay 3€ each book.
I like the idea of multiple interactions, how could increase the life of a book.
This is a real added value for digital books, who are for now less interesting, compared to classick books.
V - Face to Face Interviews with
Customers
Carole, nurse, 58 Years Old, Paris
I have a eBook / eInk reader
I’m interested in interactive eBooks, if I can participate in the choice of the end of story
Success of eBooks will be linked to the price.
Marc, engineer, 55 Years Old, Montrouge
I still have a tablet-PC, but I don’t read books on it.
I want to have a say in how the story unfolds. Interactive eBooks could do that.
I believe in the bundle concept (paper book + 20% = I get the eBook version)
V - Face to Face Interviews with
Customers
Frederic, student, 23 Years Old, Paris
Never though to buy an eReader
I don’t read a lot, but I see a big opportunity in education.
I’m waiting for an evolution in eBook paradigm to leap
Julie, student, 20 Years Old, Marseille
eReaders or tablet-PC are much too expensive for a student, but I wish to have one soon.
Then, I think I’ll be ready to spend 15€ for an interactive book.
I'd love to deepen the details of the story
Keep going!
VI - Lessons Learned from Customer
Feedback
Real opportunity in term of customer segmentations.
Interactive GameBooks are related to Ebooks trend. For the time being, in France, the positionning is just for tech trend setters. Need more time for the market to be mature.
It’s perfect timing to prepare our Ebook concept in order to be present when market
will be largerly evolving.
Public equipment is low (72% of the panel has neither tablet nor eReader)
Whatever public we discuss with, people are waiting for better eBook offer, and for platform evolution.
top related