take a tablet: ereaders and the future of publishing

TAKE A TABLETA scenario for e-readers in ZA

Gavin DudleyMarketing projects managergavin@indexmedia.co.za0833268587gavin_dudley

The death of print…Again. Still.

e-Reader or Tablet PCWhat is it?

What’s the big deal?

Jeff Bezos,Founder of Amazon.com

Using an e-reader1. Light, ultraportable2. Comfortable screen3. Long battery life

4. CONTENT: Books, magazines, newspapers, industry journals, blogs, your own work documents

5. Full text search6. Bookmarking, reference7. Font sizing

Software factor

More people have downloaded e-book software for iPhones than have bought Kindles.

Device / Content / Connectivitytrifecta

+ eCommerce

EditionsLaunch with half a million books for sale

Bringing a gun to a knife fightApple’s iPad

SHOW ME THE MONEY!Technology blahblahblah…

Paid-for contentWill anyone pay for content in this format?

AdvertisingNew, big, sexy ad formats

Triple dipping… in the Media24 value chain

1.PAID FOR CONTENT incl. newspapers, magazines

or2.DYNAMIC, NEW ADS in e-reader format newspapers and magazines

3.eTAILING books through Kalahari.net

4.TRADITIONAL WEB with breaking news, blogs, social

The marketplaceThe products and playsAssociation of American Publishers…Total US book sales, 2008: $24.3 billionTotal e-book sales, 2008: $113m… or just 0.4% of total book sales!Total e-book sales, 2009: $350

.. 70% growth projected!!

Hearst’s Skiff

Bigger screens

Nostalgia, man?

Think localThe curious case of FNB vs Business Day

Think localWho is the target market?

Conclusion: Where is the event horizon?1. Reader device crucial. Price, connectivity.

2. Paid for content possible… and likely

3. Projected 2-5 years to critical mass in ZA

Case study: MoneyMaker irrigation pump

3 things to do to succeed with a product in Africa• Speak to at least 25 poor people• Make sure your product will positively impact

at least 1 million people• Make sure your product pays for itself in 2

years.

- Martin Fisher, Inventor of the the MoneyMaker irrigation pump

ALL GOOD. QUESTIONS?

Gavin DudleyMarketing projects managergavin@indexmedia.co.za0833268587gavin_dudley