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Content Services in India 2011
May 2008 to 352,032 in February 2011,nearly 15% of which were games. Andthe U.S. market for self-paced e-learningproducts and services, according to theAmbient Insight Store, will reach $24.2billion by 2015.These astonishing numbers are thestuff of dreams. But let’s be realistic.Dealing with the accompanying chal-lenges (which may shatter those dreams)calls for more than projections and expec-tations.The variety of e-deliverables, forinstance, is proving to be a headache. Forcontent services vendors, tweaking con-tent to fit every device—whether ane-reader or smartphone—is time-con-suming. For publishers, it is costly. Andno one dares to favor one format or deviceover the other.Some publishers are holding backbecause they can’t be sure what to do,given the proliferation of e-gadgets inthe marketplace. But can they hold outfor long? The answer is a definite no; thereason, survival.E-books might seem like a disruptiveformat that cannibalizes existing revenuestreams, says CEO Dev Ganesan of Aptara, “but as with all disruptive tech-nologies, once it starts to gain acceptanceamong users, there are only two optionsleft: adapt and extract maximum valueout of the technology, or accept thatsomeone else will use it to alter the eco-nomics of the business and eventuallyrender you redundant.”After all, the benefits of e-books areobvious: eliminating the cost of printingand distribution, shortening time tomarket, allowing new business modelssuch as per-article or per-chapter pricing,and creating enhanced content.The challenge for publishers, notesGanesan, is that the market is controlledby just a few big players. “Even with therecent shift to an agency model, pricingpower belongs to these e-tailers, whichconstricts all but the largest of publish-ers. But looking beyond the constraintsand challenges, publishers will find thatthe opportunity and market access willincrease significantly. Furthermore, dis-intermediation in the e-book channel
Three hot areas requiring future-proof content, interoperability, and rich media
Of E-book, MobileApp, and E-learning
By Teri Tan
The numbers are huge; the forecast, compelling. The messageis clear: e-books, mobile apps, and e-learning are hot, growingfuriously, and not to be ignored. Not surprising, of course,given the ubiquity of handheld devices and laptops around us.
Production floor at Chennai-based Lapiz
lishers predict that more than 10% of their total book revenue will come frome-books by 2012. And ABI Research pro-jected that revenues from global mobilecommerce will hit a staggering $119 bil-lion by 2015. Yet that figure representsonly 8% of the total e-commerce market.The number of apps offered throughthe Apple App Store grew from two in
A
ccording to the Associationof American Publishers,e-book sales at 16 publish-ing houses jumped 115.8%,to $69.9 million, duringthe first three months of 2011. In Great Britain, a survey carriedout by Publishing Technology PLCfound that one-third of U.K. trade pub-
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