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Time is Money: New Thinking on Digital Book Pricing
March 5, 2014
Nathan Maharaj
Director, Merchandising
Beard grooming & maintenance
eBook Pricing
KOBO CONFIDENTIALPAGE 5
The eBook pricing landscape
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
0.01-0.99
1-1.99
2-2.99
...
KOBO CONFIDENTIALPAGE 6
Free 1st in serieses
3/8/2013
3/15/2013
3/22/2013
3/29/2013
4/5/2013
4/12/2013
4/19/2013
4/26/2013...
What’s the value of a book?
What’s the value of reading?
KOBO CONFIDENTIALPAGE 10
Coming up…
1. Bought! Now what?
2. The wages of reading
3. Serial study
1. Bought! Now what?
KOBO CONFIDENTIALPAGE 16
What can we measure?
• % Opened
• % Completed
• # sessions & session duration
KOBO CONFIDENTIALPAGE 17
And the award goes to…
0
10
20
30
40
50
60
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
% Opene...
And the award goes to…
0
10
20
30
40
50
60
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
% Opened % Completed Avg. Sessio...
2. The wages of reading
KOBO CONFIDENTIALPAGE 24
Value for money?
Bio/Autobio
Gladwellian Big Ideas
Myst/Detective
Romance
Lit Fic
Erotica
CGN & M...
KOBO CONFIDENTIALPAGE 25
Reader engagement among those who finished?
- 5.00 10.00 15.00 20.00 25.00 30.00
Bio/Autobio
Glad...
3. Serial Study
KOBO CONFIDENTIALPAGE 30
$1.99 at a timeJan
Feb
March
Part 1 Part 2 Part 3 Part 4 Part 5 Part 6
KOBO CONFIDENTIALPAGE 31
Value for money?
Bio/Autobio
Gladwellian Big Ideas
Myst/Detective
Romance
Lit Fic
Erotica
CGN & M...
$8.11
KOBO CONFIDENTIALPAGE 33
When did they stop buying?
27.5%
8.4%
5.1% 2.9% 0.2%
55.9%
Part 1 Part 2 Part 3 Part 4 Part 5 Par...
?
KOBO CONFIDENTIALPAGE 35
Completion %
70%
73%
70% 71%
73% 74%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Book 1 Book 2 Book 3 Book...
KOBO CONFIDENTIALPAGE 37
Now we know…
• <100% of readers open the ebooks they buy.
• And <100% of ebooks opened are read t...
KOBO CONFIDENTIALPAGE 38
More to explore
• What’s the impact of promotional pricing on
completion %?
• If/when customers r...
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj
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Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj

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"Time is Money: New Thinking on Digital Book Pricing" - Nathan Maharaj (Kobo, Inc.) at BookNet Canada's Tech Forum (BookNet 101) - March 5, 2014.

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Time is Money: New Thinking on Digital Book Pricing - Tech Forum 2014 - Nathan Maharaj

  1. 1. Time is Money: New Thinking on Digital Book Pricing March 5, 2014
  2. 2. Nathan Maharaj Director, Merchandising
  3. 3. Beard grooming & maintenance
  4. 4. eBook Pricing
  5. 5. KOBO CONFIDENTIALPAGE 5 The eBook pricing landscape 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 0.01-0.99 1-1.99 2-2.99 3-3.99 4-4.99 5-5.99 6-6.99 7-7.99 8-8.99 9-9.99 10-10.99 11-11.99 12-12.99 13-13.99 14-14.99 15-15.99 16-16.99 17-17.99 18-18.99 19-19.99 20-20.99 21+ KWL (Sales Weighted) KWL (Volume) Market (Sales Weighted)
  6. 6. KOBO CONFIDENTIALPAGE 6 Free 1st in serieses 3/8/2013 3/15/2013 3/22/2013 3/29/2013 4/5/2013 4/12/2013 4/19/2013 4/26/2013 5/3/2013 5/10/2013 5/17/2013 5/24/2013 5/31/2013 6/7/2013 6/14/2013 6/21/2013 6/28/2013 Paid Titles (Series A) Paid Titles (Series B) Paid Titles: Author's Catalogue (Excluding Series A & B) Free Title: Series A Free Title: Series B
  7. 7. What’s the value of a book?
  8. 8. What’s the value of reading?
  9. 9. KOBO CONFIDENTIALPAGE 10 Coming up… 1. Bought! Now what? 2. The wages of reading 3. Serial study
  10. 10. 1. Bought! Now what?
  11. 11. KOBO CONFIDENTIALPAGE 16 What can we measure? • % Opened • % Completed • # sessions & session duration
  12. 12. KOBO CONFIDENTIALPAGE 17 And the award goes to… 0 10 20 30 40 50 60 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% % Opened % Completed Avg. Sessions to Complete
  13. 13. And the award goes to… 0 10 20 30 40 50 60 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% % Opened % Completed Avg. Sessions to Complete
  14. 14. 2. The wages of reading
  15. 15. KOBO CONFIDENTIALPAGE 24 Value for money? Bio/Autobio Gladwellian Big Ideas Myst/Detective Romance Lit Fic Erotica CGN & Manga Avg. Cost/Hr ASP Avg. Abandon 70%
  16. 16. KOBO CONFIDENTIALPAGE 25 Reader engagement among those who finished? - 5.00 10.00 15.00 20.00 25.00 30.00 Bio/Autobio Gladwellian Big Ideas Myst/Detective Romance Lit Fic Erotica CGN & Manga Avg. Session Length Avg. # Sessions
  17. 17. 3. Serial Study
  18. 18. KOBO CONFIDENTIALPAGE 30 $1.99 at a timeJan Feb March Part 1 Part 2 Part 3 Part 4 Part 5 Part 6
  19. 19. KOBO CONFIDENTIALPAGE 31 Value for money? Bio/Autobio Gladwellian Big Ideas Myst/Detective Romance Lit Fic Erotica CGN & Manga ASP
  20. 20. $8.11
  21. 21. KOBO CONFIDENTIALPAGE 33 When did they stop buying? 27.5% 8.4% 5.1% 2.9% 0.2% 55.9% Part 1 Part 2 Part 3 Part 4 Part 5 Part 6
  22. 22. ?
  23. 23. KOBO CONFIDENTIALPAGE 35 Completion % 70% 73% 70% 71% 73% 74% 0% 10% 20% 30% 40% 50% 60% 70% 80% Book 1 Book 2 Book 3 Book 4 Book 5 Book 6
  24. 24. KOBO CONFIDENTIALPAGE 37 Now we know… • <100% of readers open the ebooks they buy. • And <100% of ebooks opened are read to the end. • Big Ideas come with a relatively big price tag for an evening’s amusement. • Serial publication drives sales and builds readership. 37
  25. 25. KOBO CONFIDENTIALPAGE 38 More to explore • What’s the impact of promotional pricing on completion %? • If/when customers read outside their core interest area, how is completion % affected? • What do bestsellers with extreme completion rates have in common? • How can publishers ensure their books are bought and read? (does it matter?) 38

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