ENTRIES TAGGED "Ruediger Wischenbart"

TOC’s Global Ebook Market report

The only resource you need for current conditions & future projections

One year ago we published the first edition of our Global Ebook Market report. We focused on the major English language territories but also featured coverage of several other popular languages as well.

Read more…

Comment: 1 |

Piracy, pricing, and ebook hoarding

How is ebook pricing changing our behavior?

I was on a conference call recently talking about piracy with Joe Karaganis, Brian O’Leary and Ruediger Wischenbart. At one point someone mentioned that piracy can be avoided when content is made available at a reasonable price and in all convenient formats. That begs the question: What’s a “reasonable price”?

I asked the group if they felt $9.99 is the answer. All three of them said that’s too high. Maybe we’re too focused on the 99-cent phenomenon and, of course, it’s hard to state a “reasonable” price when talking generally about all types of books (e.g., trade, technical, etc.) Nevertheless, it’s disturbing to think that the future of ebooks features a race to zero on pricing.

As long as publishers are offering nothing more than quick-and-dirty p-to-e conversions we can’t really expect consumers to pay more, especially since the e-version loses functionality (e.g, lending restrictions, can’t resell). I mentioned when richer products arrive and they leverage the device capabilities they won’t have to be as cheap as the quick-and-dirty conversions. Joe and Brian weren’t very optimistic about that. Brian pointed out that $9.99 has become such a standard in consumers’ heads that it will be hard to break that price point.

Joe then brought up a very interesting point: Pirates tend to be ebook hoarders. He noted that the definition of  a “personal collection” has changed from dozens or hundreds to thousands of titles.

That’s when I remembered that I’m an ebook hoarder too. Low ebook prices have caused me to change my behavior. When a book is $9.99 or less I don’t even think twice about clicking the buy button. The result? I now have more unread ebooks on my Nook than I ever had before. And the number is growing. Every week. I’m heading towards a situation where one day I’ll have bought far more ebooks than I can read in the rest of my life and I’ll bet I’m not alone.

What we’re creating here is a world where lots of content is purchased but much of it is never read. Is that really what we want? Is there actually a benefit to publishers and authors when consumers pay a higher price and therefore have more skin in the game?

Consider these purely hypothetical scenarios:

    • Scenario #1: An ebook is priced at $1, sells 100 copies but only 3 buyers actually read it.
    • Scenario #2: That same ebook is instead priced at $20, sells only 5 copies but every customer reads it.

Which scenario do you prefer as publisher/author, especially if you’re looking to sell the next book in the series?

Comments: 20 |