Sara Lloyd

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• Sara Lloyd
• Digital Director
• Pan Macmillan UK

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• How publishers can position themselves to
  benefit from the expected growth in sales of
  digital content and ensure that workflow and
  systems are in place to take advantage of it
  without having to reinvent the way their business
  is done.

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.What does the future look like?
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Mark 2?
Mark 2?
Mark 1
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• Nascent market
• Kindle 30,000 sales in US to date?
• Yet to launch in Europe
• Sony 60,000 sales globally to date?
• Ebook sales less than 1 of total book market
• First generation devices
• Replication of the traditional reading experience
  in a digital form
• Wider adoption will come but unlikely to be
  immediately transformational

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Photo Associated Press
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• Global mobile phone sales will grow to
  1.28billion units in 2008
• Penetration rate Europe 121.5
• 5 out of 10 Japanese best sellers in 2007 began
  life as keitai novels stories written on
  mobile phones for mobile users
• Lexcycles Stanza, the most popular reading app
  for the iPhone, downloaded 400,000 times in 3
  months since launch
• Smartphones gaining market share Apple iPhone
  already has 2.2 global market share
• source Gartner
• source IDC

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Challenges

• Uncertainty / complexity
• Increased and diverse expectations of end-users
• Need to integrate new forms of publishing with
  existing processes
• Format /device multiplicity standards not yet
  clear
• Distribution to multiple channels / platforms
• Issues of security and control (DRM legal
  considerations)

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Key issues to resolve

• Control and manage your digital inventory and
  associated data
• Ensure secure storage and delivery
• Future proof your digital assets
• Create flexibility and ability to adapt for
  multiple platforms (from elibrary to mobile)

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So, what are we dealing with, here?

• In essence simply an additional publishing stream
  
• We publish currently in up to three formats for
  different reading applications
• We also store as xml/html/word/POD-ready files
  amongst others for a range of other uses
  including mobile delivery and digital
  manufacturing

Adobe Reader .epub (Adobe Digital Editions)
Mobipocket
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Converting our files today
Pre-press Final correx Generate - Print PDF -
Web PDF - POD PDF
First Conversion PDF-SGML

• Second conversion
• SGML apps
• XHTML
• XML
• RTF
• Word

Third conversion XHTML ebooks Mobi Adobe
Reader .epub (ADE)
Upload filter Pre-flighting of files to ensure
PDFs structured properly
And tomorrow. Convert to base formats direct
from Indesign, Word, Quark?
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So, now were creating all these additional
assets, how do we manage them?
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1. Store everything in a central repository

• The digital equivalent to our warehouse
• Proprietary or outsourced
• Centralised system
• Modular offerings work best for flexibility and
  ability to grow as requirements develop
• Admin interface / inventory management tools
• Version control and traceability
• Ability to associate files with their metadata
• Secure access
• Ease of delivery and re-supply

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2. Create and store associated metadata

• Metadata that defines the book (e.g. title, ISBN)
• Metadata that describes elements within it (e.g.
  bookmarks, images etc)
• Metadata that defines associated rights (e.g.
  digital territorial)
• Follow Dublin Core standards (view DCMI metadata
  terms at http//dublincore.org)
• Store in a central database that can send an ONIX
  feed

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3. Organise for onward distribution to channels

Content Metadata

Digital Asset Management DistributionSystem
Delivery Technologies
Distribution Partners
Discovery Delivery
Publishers
eLibraries(Libraries)

• Ingram
• Coutts
• Gardners
• etc

Libraries, Institutions Corporates
eBookDownload (Retail)

• Online book-stores
• Publisher websites

POD (Print)
Retailers, Individuals
Publisher Portal

• Aggre-gators
• Publisher websites
• Others

Search Inside
Google, Yahoo, OCLC, Bookstores
Metadata, ToC, Full-text, Widget
Source Ingram CoreSource
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4.Plan for growth and diversification

• Choose partners and suppliers with experience,
  capacity and effective communications
• Automate systems and processes as much as
  possible
• Ensure efficiency in communications and build in
  check points with converters and digital
  warehouse
• Devise trouble shooting and escalation procedures
• Give someone responsibility for staying on top of
  digital developments
• Hang on to your digital rights!