Test Driving the Digital Reading Experience

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Test Driving the Digital Reading Experience
Sarah WendellSmart Bitches Trashy Books LLC -
_at_smartbitchesKate Dugan, Sony USA Malle Vallik,
Harlequin Ltd. - _at_mallevallik
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Reduce Consumer Barriers to Going Digital
I would love to try it, but devices are so
expensive. I wouldnt buy one unless I was
sure I was going to keep it. And Im not sure
its for me. I want to buy books I like, but
what if I dont like reading on a digital
device?
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Why a Romance Website?
Because Smart Bitches are awesome. Thats why.

We are the readers you are looking for.
Over 200 people applied for 30 spots in the Smart
Bitches Test Drive. One third were men. All
were fiction readers.
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Who were the Test Drivers?

• Authors
• Librarians
• Students
• Rural retirees
• Chemotherapy patients
• Avid, eager readers

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What Did They Think?
Test Drivers were very eager opinionated.
I love having so many things to read, right there
in my backpack. 
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What Did They Think?
Test Drivers were very eager opinionated.
Even teenagers think Im cool when they see me
using it. Its sexy.
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What Did They Think?
It was so easy to get addicted to reading again.
Waiting in line somewhere? Whip out your Sony and
get your read on.
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What Did They Think?
It changed the way I read. I read more than ever,
in many more places than I could with a book.
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The joy of carrying a library in your pants
cannot be overstated.
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Sony Motivation

• Research shows that trial more than doubles
  conversion
• Sony invested heavily in demonstration in 2008
  with our Holiday Reader Revolution program

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Sony Motivation

• Research shows that trial more than doubles
  conversion
• Sony invested heavily in demonstration in 2008
  with our Holiday Reader Revolution program
• Partnerships with Dear Author and Smart Bitches
• Romance one of the best-selling categories at the
  Reader Store

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Sony Motivation

• Research shows that trial more than doubles
  conversion
• Sony invested heavily in demonstration in 2008
  with our Holiday Reader Revolution program
• Partnerships with Dear Jane and Smart Bitches
• Romance one of the best-selling categories at the
  Reader Store
• Many requests for trial programs from different
  groups, but trial program require resources due
  to DRM and registration issues Sarah was
  willing
• Wanted to trial a trial program determine
  costs, ROI, etc.
• Launch Smart Bitches trial program

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Sony Hypothesis

• Reality is that even if a small program is
  successful, it is hard to make it scalable
  without dedicated resources and strategy
• ButWOM is a key driver of sales, so if done
  strategically, then it can be an important
  marketing tactic
• Book clubs
• Travel/Entertainment
• Airline
• Libraries
• Etc

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Harlequin

• Global leader in series romance and one of the
  world's leading publishers of books for women
• 120 books per month
• 110 titles a month in 28 languages in 114
  international markets on six continents
• 1st publisher 100 frontlist with eBooks
• Carina Press June 2010

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Harlequin Reader eBook Reader

• She is an avid reader (60 books 3 months median)
• Uses more technology than she thinks
• Once exposed to eBooks understands the benefits
  portable, instant
• Computer is her first reading choice (because she
  understands how to download a pdf onto her
  computer)

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Why a Test Drive?

• Consumer Confusion
• Will I like reading on a screen?
• Battery life
• Interoperability
• DRM / sharing with friends
• Deals
• Collectability / Quantity
• Technical Questions
• How do I?

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Why a Test Drive with Sony Smart Bitches?

• Harlequin is device and format agnostic
• We offer content to readers in any format in any
  way, any time she wants it
• Books _at_ Sony site
• 25 coupon
• All Harlequin Titles
• All had to write reviews

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Results

• Avidly followed commentary at SB blog
• Consumer feedback affirmed need of simplicity,
  friendly instructions
• What the Dog Saw Ron Popeil, Ronco
• Reviews sent to editorial

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Biggest Problems
Book file formats
Software
Book price availability
DRM
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Lessons Learned
Tech-curious does not equal tech-expert.
We are your sales force.
Libraries are critical
Must be quick and easy.
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Final Result
83 of us - 25 out of 30 - kept the Sony Reader
at the end of the Test Drive.