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It's a Kobo World: 12 eBook Markets in 12 Months and What We Learned
Transcript of It's a Kobo World: 12 eBook Markets in 12 Months and What We Learned
Lessons learned in 12 countries
in 12 months.
Publishers Launch Frankfurt
Michael Tamblyn (@mtamblyn)
Executive Vice President
content, Sales & Merchandising
Managing publisher relationships.
Merchandising & pricing.
Self-Publishing (Kobo Writing Life)
Content management & metadata.
Best. Job. Ever.
New Zealand (2010)
Hong Kong (2010)
12 in 12
countries and/or partners
The plan was simple
a country a month...
...for twelve months
Not quite what happened.
Local DRM standards
No epub. None.
Vertical text, R-to-L
Highly vigilant publishers
No metadata standards
No subject coding standards
Completely unique ecommerce
Publishers seeking a competitive market
epub all around
Fantastic retail partner
Adopt Kobo DRM
Massive conversion effort
Build new viewers
QA and review processes for viewers, content
Create and encourage adoption of
Map proprietary subject codes to BISAC
Build Kobo Tokyo team for publisher relations, content management, merchandising
Took a little time.
Livraria Cultura, Brazil The American Booksellers Association
Next stop: Japan!
Why local partners?
eBook services are global,
but bookselling is local.
Understanding the reader
Why is everyone in the fall?
An incredibly important decision.
Who am I willing to trust my customers to?
Devices + Content ecosystem + Ability to deliver
Ready in time for the holidays
Integration and launch planning
Not a quick process.
What do we see?
US, Japan, Canada, UK, Australia, New Zealand, Hong Kong
Netherlands, France, Germany, Italy, Portugal, Switzerland
Rapid growth in the global catalog
~3% a week
sales driving new conversion
New markets coming online
An aggregator in every country
COMICS, MANGA & GRAPHIC NOVELS
Catalog looks the most like print.
Balance of fiction & non-fiction titles.
Growth in STM, Education, Self-Pub
Some print categories won't come over (Travel, Reference)
Backlist backfill continues
Indie presses all in the game
Colour, comics, graphic novels slowly showing up
Highest prices in EU *but*
French publishers now starting to experiment with price
Small presses just starting to arrive
Comics & graphic novels next...
Second-lowest consumer prices in EU
Strongest new title and conversion output from major publishers
Lagging in self-publishing (so far...)
Price experimentation heating up
Strongest consumption of non-local titles
Rapidly growing self-publishing market
Lowest publisher-set prices in EU
And Kobo eReaders have never looked so beautiful.
...but next stop Brazil...
Very different consumer
Manga & light novels
Fast readers, high purchase frequency
Just getting started and already huge
More announcements to come!
Hall 8.0- Stand G919
In the last
+ General Retail & CE
Reading market size
Availability of digital content
A great national* retailer
...to people who read.
Fewer countries with perfect combination of
population + income + digital assets + literacy + wireless
More fragmented markets, smaller markets.
Therefore: New models, more educational+ instructional
A greater role for independents and distributed retail.
just getting started...
10 million users
3 million titles
obsessive focus on the reader