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Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Michael Tamblyn
  @mtamblyn
EVP Content, Sales &
  Merchandising
      @kobo
20 minutes
Four users
how we look at readers and
         reading
and to answer the
    question:
“What happens when...
...a group of
reading-obsessed
 technophiles...
...get their hands on the
    richest data set...
...in the history of the book
          industry?”
A bit about Kobo
global ebook retailer
2M+ registered users
200 countries
34,300 employees   24,100 employees   170 employees!!
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
#1!
May 2010
 $149
Cloud
obsessed
segments
Geography
 Reading Platform
Pricepoint Tolerance
  Reading History
  Lifetime Value
   Free vs. Paid
can get complicated
      quickly
vs.
vs.
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
<$5   80%
      free
<$5    80%
       free



~$11   100%
        paid
complicated
4 users
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
eInk Reading Machine
eInk Reading Machine

 Gold-A

 Kobo2

Jun-2010

 Fiction

100% Paid
eInk Reading Machine

 Gold-A

 Kobo2

Jun-2010

 Fiction

100% Paid
eInk Reading Machine

 Gold-A         Most valuable Lifetime Value cohort

 Kobo2

Jun-2010

 Fiction

100% Paid
eInk Reading Machine

 Gold-A           Most valuable Lifetime Value cohort

 Kobo2        Cohort
               Gold
Jun-2010
               Silver

 Fiction      Bronze


100% Paid
eInk Reading Machine

 Gold-A           Most valuable Lifetime Value cohort

 Kobo2        Cohort
               Gold       1st Day    Average     7 orders /
Jun-2010                    $35        $25         month
               Silver

 Fiction      Bronze


100% Paid
eInk Reading Machine

 Gold-A

 Kobo2

Jun-2010

 Fiction

100% Paid
eInk Reading Machine

 Gold-A             Most Productive Sales Channels
                           (% conversion)
 Kobo2          1. Web
                2. Kobo eReader
Jun-2010        3. Kobo-powered Readers
                4. iPad
                5. Android
 Fiction        6. iPhone

100% Paid
eInk Reading Machine

 Gold-A

 Kobo2

Jun-2010

 Fiction

100% Paid
eInk Reading Machine

 Gold-A

 Kobo2        Purchase frequency is increasing
Jun-2010
                  overall. eBook buying is
                       accelerating.
 Fiction

100% Paid
eInk Reading Machine

 Gold-A
                  A customer who starts in
 Kobo2         June 2010 buys 44% more in
              their first month as a customer
Jun-2010
                than a customer who started
 Fiction                  Dec 2009.

100% Paid
eInk Reading Machine

 Gold-A

 Kobo2
               A customer joining Nov. 2010
               buys 70% more in their first
Jun-2010          month than a Dec 2009
                        customer.
 Fiction

100% Paid
eInk Reading Machine

 Gold-A
                         Why?
 Kobo2                 Better apps
                     Better devices
Jun-2010
                    Better marketing
 Fiction               More titles
                   Better customers
100% Paid
Gold-A

 Kobo2

Jun-2010

 Fiction

100% Paid
Health
                                 Religion

                                            Business

                eInk Reading Machine

 Gold-A                                         Juvenile
            Fiction
                                                  & YA
 Kobo2

Jun-2010                                    Biography


 Fiction                         History
                        Self-
                 Fami   help
                  ly
100% Paid
Gold-A

 Kobo2

Jun-2010

 Fiction

100% Paid
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Small-screen Reader

Bronze-E

 iPhone

 Nov-10

Romance

paid+free
Small-screen Reader

Bronze-E

 iPhone

 Nov-10

Romance

paid+free
Small-screen Reader

Bronze-E        Largest segment in terms of numbers

 iPhone

 Nov-10

Romance

paid+free
Small-screen Reader

Bronze-E         Largest segment in terms of numbers

 iPhone       Cohort
               Gold
 Nov-10
               Silver

Romance       Bronze


paid+free
Small-screen Reader

Bronze-E         Largest segment in terms of numbers

 iPhone       Cohort
               Gold
 Nov-10
               Silver
                          1st Day   Average    1 order /
Romance       Bronze        $15       $11       month

paid+free
Small-screen Reader

Bronze-E

 iPhone

 Nov-10

Romance

paid+free
Small-screen Reader

Bronze-E       Least Productive Sales Channel
                          (% conversion)
 iPhone        1. Web
               2. Kobo eReader
 Nov-10        3. Kobo-powered Readers
               4. iPad
               5. Android
Romance        6. iPhone

paid+free
Small-screen Reader

Bronze-E

 iPhone         Small screen device =
 Nov-10          lower price-point
                      tolerance.
Romance

paid+free
Bronze-E

 iPhone

Nov-10

Romance

50% paid
Actual Selling Price vs. Purchasing Platform

Can$10.00

                    8.84     8.53
 Can$7.50    7.80                       7.92   7.85    7.82
  Bronze-E                                                    7.42
                                                                       6.81
 Can$5.00
    iPhone                              P
 Can$2.50

   Nov-10
   Can$0
             All



                        d



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                                               And
                                        Des




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                             oe




                                                                      Bla
                            Kob




  50% paid
Actual Selling Price vs. Purchasing Platform

Can$10.00

                    8.84     8.53
 Can$7.50    7.80                       7.92   7.85    7.82
  Bronze-E                                                    7.42
                                                                       6.81
 Can$5.00
    iPhone                              P
 Can$2.50

   Nov-10
   Can$0
             All



                        d



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                              Rea




                                                              iPh
                                               And
                                        Des




                                                                          c
                             oe




                                                                      Bla
                            Kob




  50% paid
Actual Selling Price vs. Purchasing Platform

Can$10.00

                    8.84     8.53
 Can$7.50    7.80                       7.92   7.85    7.82
  Bronze-E                                                    7.42
                                                                       6.81
 Can$5.00
    iPhone                              P
 Can$2.50

   Nov-10
   Can$0
             All



                        d



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                              Rea




                                                              iPh
                                               And
                                        Des




                                                                          c
                             oe




                                                                      Bla
                            Kob




  50% paid
Actual Selling Price vs. Purchasing Platform

Can$10.00

                    8.84     8.53
 Can$7.50    7.80                       7.92   7.85    7.82
  Bronze-E                                                    7.42
                                                                       6.81
 Can$5.00
    iPhone                              P
 Can$2.50

   Nov-10
   Can$0
             All



                        d



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  Romance




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                                                   r
                              Rea




                                                              iPh
                                               And
                                        Des




                                                                          c
                             oe




                                                                      Bla
                            Kob




  50% paid
Actual Selling Price vs. Purchasing Platform

Can$10.00

                    8.84     8.53
 Can$7.50    7.80                       7.92   7.85    7.82
  Bronze-E                                                    7.42
                                                                       6.81
 Can$5.00
    iPhone                              P
 Can$2.50

   Nov-10
   Can$0
             All



                        d



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                              Rea




                                                              iPh
                                               And
                                        Des




                                                                          c
                             oe




                                                                      Bla
                            Kob




  50% paid
Small-screen Reader

Bronze-E

 iPhone

 Nov-10

Romance

paid+free
Small-screen Reader

Bronze-E

 iPhone
               Small screen device =
 Nov-10
             less likely to stick around
Romance

paid+free
Small-screen Reader

Bronze-E

 iPhone

 Nov-10                  churn
Romance

paid+free
Small-screen Reader

Bronze-E
                    Platform User Longevity
               1. Kobo eReader
 iPhone        2. Kobo-powered 3rd-party eReader
               3. Desktop
 Nov-10        4. Android
               5. Web
Romance        6. iPad
               7. iPhone
               8. Blackberry
paid+free
Small-screen Reader

Bronze-E
                    Platform User Longevity
               1. Kobo eReader
 iPhone        2. Kobo-powered 3rd-party eReader
               3. Desktop
 Nov-10        4. Android
               5. Web
Romance        6. iPad
               7. iPhone
               8. Blackberry
paid+free
Small-screen Reader

Bronze-E
                    Platform User Longevity
               1. Kobo eReader
 iPhone        2. Kobo-powered 3rd-party eReader
               3. Desktop
 Nov-10        4. Android
               5. Web
Romance        6. iPad
               7. iPhone
               8. Blackberry
paid+free
Small-screen Reader

Bronze-E
                    Platform User Longevity
               1. Kobo eReader
 iPhone        2. Kobo-powered 3rd-party eReader
               3. Desktop
 Nov-10        4. Android
               5. Web
Romance        6. iPad
               7. iPhone
               8. Blackberry
paid+free
Small-screen Reader

Bronze-E
                    Platform User Longevity
               1. Kobo eReader
 iPhone        2. Kobo-powered 3rd-party eReader
               3. Desktop
 Nov-10        4. Android
               5. Web
Romance        6. iPad
               7. iPhone
               8. Blackberry
paid+free
Small-screen Reader

Bronze-E

 iPhone

 Nov-10

Romance

paid+free
Histori
                                    cal

                                            Erotica
                            Mystery

             Small-screen Reader
            General
Bronze-E                              Romance

 iPhone

 Nov-10

Romance                                       Science
                                              Fiction
                 Literary
paid+free
Small-screen Reader

Bronze-E

 iPhone

 Nov-10

Romance

paid+free
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
iPad Socialite

Gold-B

  iPad

Dec-10

General

90% paid
iPad Socialite

Gold-B

  iPad

Dec-10

General

90% paid
iPad Socialite

Gold-B        Not as good as the Reading Machine, but
                         still pretty great.
  iPad

Dec-10

General

90% paid
iPad Socialite

Gold-B        Not as good as the Reading Machine, but
                         still pretty great.
  iPad
             Cohort
Dec-10        Gold
              Silver
General
             Bronze
90% paid
iPad Socialite

Gold-B        Not as good as the Reading Machine, but
                         still pretty great.
  iPad
             Cohort
Dec-10                  1st Day    Average   4.5 orders /
              Gold        $22        $16        month
              Silver
General
             Bronze
90% paid
iPad Socialite

Gold-B

  iPad

Dec-10

General

90% paid
December 2010
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
(just launched for iPhone
           too!)
How does social change
     eReading?
Quite a lot.
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
33% more time in app
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Reading behaviour at
different times of day
Average Time in App vs. “Time of Day” Awards
60%

45%

30%

15%

 0%

-15%

-30%

-45%

-60%
           mute




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                                       hift




                                               Hour




                                                       time
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                       ooks f




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       Kill th




                     I Eat B
Average Time in App vs. “Time of Day” Awards
60%

45%

30%

15%

 0%

-15%

-30%

-45%

-60%
           mute




                               ch




                                       hift




                                               Hour




                                                       time
                         or Lun




                                     yard S




                                                      Prime
         e Com




                                              Happy
                       ooks f




                                    Grave
       Kill th




                     I Eat B
Average Time in App vs. “Time of Day” Awards
60%
       7-9am
45%

30%

15%

 0%

-15%

-30%

-45%

-60%
           mute




                               ch




                                       hift




                                               Hour




                                                       time
                         or Lun




                                     yard S




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         e Com




                                              Happy
                       ooks f




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       Kill th




                     I Eat B
Average Time in App vs. “Time of Day” Awards
60%
           m m-n o o n
        -9a 9a
       7
45%

30%

15%

 0%

-15%

-30%

-45%

-60%
           mute




                               ch




                                       hift




                                               Hour




                                                       time
                         or Lun




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                       ooks f




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       Kill th




                     I Eat B
Average Time in App vs. “Time of Day” Awards
60%
           m m-n o o n
        -9a 9a
       7
45%
                12   -2pm
30%

15%

 0%

-15%

-30%

-45%

-60%
           mute




                               ch




                                       hift




                                               Hour




                                                       time
                         or Lun




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       Kill th




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Average Time in App vs. “Time of Day” Awards
60%
           m m-n o o n
        -9a 9a
       7
45%
                12   -2pm
30%
                       2- 4pm
15%

 0%

-15%

-30%

-45%

-60%
           mute




                               ch




                                       hift




                                               Hour




                                                       time
                         or Lun




                                     yard S




                                                      Prime
         e Com




                                              Happy
                       ooks f




                                    Grave
       Kill th




                     I Eat B
Average Time in App vs. “Time of Day” Awards
60%

45%

30%

15%

 0%

-15%

-30%

-45%

-60%
           mute




                               ch




                                       hift




                                               Hour




                                                       time
                         or Lun




                                     yard S




                                                      Prime
         e Com




                                              Happy
                       ooks f




                                    Grave
       Kill th




                     I Eat B
Average Time in App vs. “Time of Day” Awards
60%

45%

30%

15%

 0%

-15%

-30%

-45%

-60%
           mute




                               ch




                                       hift




                                               Hour




                                                       time
                         or Lun




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Average Time in App vs. “Time of Day” Awards
60%

45%

30%

15%                                           6-8pm
 0%

-15%

-30%

-45%

-60%
           mute




                               ch




                                       hift




                                               Hour




                                                       time
                         or Lun




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Average Time in App vs. “Time of Day” Awards
60%

45%

30%

15%                                           6-8pm am
                                                  12-1
 0%

-15%

-30%

-45%

-60%
           mute




                               ch




                                       hift




                                               Hour




                                                       time
                         or Lun




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Average Time in App vs. “Time of Day” Awards
60%

45%

30%

15%                                           6-8pm am
                                                  12-1 8-10pm
 0%

-15%

-30%

-45%

-60%
           mute




                               ch




                                       hift




                                               Hour




                                                       time
                         or Lun




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Average Time in App vs. “Time of Day” Awards
60%

45%

30%

15%                                           6-8pm am
                                                  12-1 8-10pm0-12pm
 0%                                                         1
-15%

-30%

-45%

-60%
           mute




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                                               Hour




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Bet
                    ter
                        i nB
                            ed

                    Prim
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                                e

                Sle
                      epin
                             g In

               Hap
                      py H
                               our
Afte
       rno
           o   nR
                    ush
                            Hou
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          Pla
                ying
                          Hoo
                                ky
I Ea
       t Bo
              oks
                    for
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       Kill
              the
                    Com
                       mu
                                te
                                       Number of Awards Issued




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                     ard
                            Shi
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Bet
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                                ky
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                                       Number of Awards Issued




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1
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                    Prim
                                            2pm

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                                e

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                      epin
                             g In

               Hap
                      py H
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                                                  Number of Awards Issued




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                            ed

                    Prim
                            etim
                                e
                                              8-10

                Sle
                      epin
                             g In
                                            2pm pm




               Hap
                      py H
                               our
Afte
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                    ush
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              the
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                                te
                                                     Number of Awards Issued




         Gra
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                            Shi
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          Wit
             chin
                          gH
                              our
8pm-midnight
ebook shopping primetime
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
The Freegan
The Freegan

*Freegan

Website

 Apr-10

 Fiction

100% free
The Freegan

*Freegan

Website

 Apr-10

 Fiction

100% free
The Freegan

*Freegan              “Below Bronze-F”

Website

 Apr-10

 Fiction

100% free
The Freegan

Bronze-F

Website

 Apr-10

 Fiction

100% free
Free Books Accessed



                   The Freegan

Bronze-F

Website

 Apr-10
     Web



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                                           ed


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 Fiction




                                                                       o
                                        o




                                                                   Kob
                                    Kob




100% free
Side-loading
Zero investment
 International
Not everyone who reads
free books is a freegan.
Lots are paygans.
Customers with Free Books


                 The Freegan

Bronze-F

Website

 Apr-10

 Fiction
   e


           es


                 es


                               es


                                            es


                                                  es


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 1t


       2t


                3t


                           4t


                                        5t


                                                 6t


                                                       7t


                                                             8t


                                                                   9+
100% free        Number of Free Books in Library
                     Customers with FreeBooks
Customers with Free Books

                eBook
           Training wheels
                 The Freegan

Bronze-F

Website

 Apr-10

 Fiction
   e


           es


                 es


                               es


                                            es


                                                  es


                                                        es


                                                              es


                                                                    es
  im


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                                                                   tim
 1t


       2t


                3t


                           4t


                                        5t


                                                 6t


                                                       7t


                                                             8t


                                                                   9+
100% free        Number of Free Books in Library
                     Customers with FreeBooks
Customers with Free Books

                eBook
           Training wheels
                 The Freegan

Bronze-F                 “I          Jane
                           Austen”
Website

 Apr-10

 Fiction
   e


           es


                 es


                               es


                                            es


                                                  es


                                                        es


                                                              es


                                                                    es
  im


           im


                im


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                                                                   tim
 1t


       2t


                3t


                           4t


                                        5t


                                                 6t


                                                       7t


                                                             8t


                                                                   9+
100% free        Number of Free Books in Library
                     Customers with FreeBooks
Customers with Free Books

                eBook
           Training wheels
                 The Freegan

Bronze-F                 “I          Jane
                           Austen”
Website

 Apr-10

 Fiction
   e


           es


                 es


                               es


                                            es


                                                  es


                                                        es


                                                              es


                                                                    es
  im


           im


                im


                              im


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                                                                   tim
 1t


       2t


                3t


                           4t


                                        5t


                                                 6t


                                                       7t


                                                             8t


                                                                   9+
100% free        Number of Free Books in Library
                     Customers with FreeBooks
Customers with Free Books

                eBook
           Training wheels
                 The Freegan

Bronze-F                 “I          Jane
                           Austen”                     “Freegans”
Website

 Apr-10

 Fiction
   e


           es


                 es


                               es


                                            es


                                                  es


                                                         es


                                                               es


                                                                     es
  im


           im


                im


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 1t


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Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
Why?
make reading better
Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)
know the reader,
sales will follow.
Michael Tamblyn | @mtamblyn | mt@kobo.com

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Kobo: What Do eBook Customers Really, Really Want? (Michael Tamblyn at Tools of Change 2011)

  • 2. Michael Tamblyn @mtamblyn
  • 3. EVP Content, Sales & Merchandising @kobo
  • 6. how we look at readers and reading
  • 7. and to answer the question:
  • 10. ...get their hands on the richest data set...
  • 11. ...in the history of the book industry?”
  • 12. A bit about Kobo
  • 16. 34,300 employees 24,100 employees 170 employees!!
  • 18. #1!
  • 20. Cloud
  • 23. Geography Reading Platform Pricepoint Tolerance Reading History Lifetime Value Free vs. Paid
  • 25. vs.
  • 26. vs.
  • 28. <$5 80% free
  • 29. <$5 80% free ~$11 100% paid
  • 36. eInk Reading Machine Gold-A Kobo2 Jun-2010 Fiction 100% Paid
  • 37. eInk Reading Machine Gold-A Kobo2 Jun-2010 Fiction 100% Paid
  • 38. eInk Reading Machine Gold-A Most valuable Lifetime Value cohort Kobo2 Jun-2010 Fiction 100% Paid
  • 39. eInk Reading Machine Gold-A Most valuable Lifetime Value cohort Kobo2 Cohort Gold Jun-2010 Silver Fiction Bronze 100% Paid
  • 40. eInk Reading Machine Gold-A Most valuable Lifetime Value cohort Kobo2 Cohort Gold 1st Day Average 7 orders / Jun-2010 $35 $25 month Silver Fiction Bronze 100% Paid
  • 41. eInk Reading Machine Gold-A Kobo2 Jun-2010 Fiction 100% Paid
  • 42. eInk Reading Machine Gold-A Most Productive Sales Channels (% conversion) Kobo2 1. Web 2. Kobo eReader Jun-2010 3. Kobo-powered Readers 4. iPad 5. Android Fiction 6. iPhone 100% Paid
  • 43. eInk Reading Machine Gold-A Kobo2 Jun-2010 Fiction 100% Paid
  • 44. eInk Reading Machine Gold-A Kobo2 Purchase frequency is increasing Jun-2010 overall. eBook buying is accelerating. Fiction 100% Paid
  • 45. eInk Reading Machine Gold-A A customer who starts in Kobo2 June 2010 buys 44% more in their first month as a customer Jun-2010 than a customer who started Fiction Dec 2009. 100% Paid
  • 46. eInk Reading Machine Gold-A Kobo2 A customer joining Nov. 2010 buys 70% more in their first Jun-2010 month than a Dec 2009 customer. Fiction 100% Paid
  • 47. eInk Reading Machine Gold-A Why? Kobo2 Better apps Better devices Jun-2010 Better marketing Fiction More titles Better customers 100% Paid
  • 49. Health Religion Business eInk Reading Machine Gold-A Juvenile Fiction & YA Kobo2 Jun-2010 Biography Fiction History Self- Fami help ly 100% Paid
  • 52. Small-screen Reader Bronze-E iPhone Nov-10 Romance paid+free
  • 53. Small-screen Reader Bronze-E iPhone Nov-10 Romance paid+free
  • 54. Small-screen Reader Bronze-E Largest segment in terms of numbers iPhone Nov-10 Romance paid+free
  • 55. Small-screen Reader Bronze-E Largest segment in terms of numbers iPhone Cohort Gold Nov-10 Silver Romance Bronze paid+free
  • 56. Small-screen Reader Bronze-E Largest segment in terms of numbers iPhone Cohort Gold Nov-10 Silver 1st Day Average 1 order / Romance Bronze $15 $11 month paid+free
  • 57. Small-screen Reader Bronze-E iPhone Nov-10 Romance paid+free
  • 58. Small-screen Reader Bronze-E Least Productive Sales Channel (% conversion) iPhone 1. Web 2. Kobo eReader Nov-10 3. Kobo-powered Readers 4. iPad 5. Android Romance 6. iPhone paid+free
  • 59. Small-screen Reader Bronze-E iPhone Small screen device = Nov-10 lower price-point tolerance. Romance paid+free
  • 61. Actual Selling Price vs. Purchasing Platform Can$10.00 8.84 8.53 Can$7.50 7.80 7.92 7.85 7.82 Bronze-E 7.42 6.81 Can$5.00 iPhone P Can$2.50 Nov-10 Can$0 All d der p oid b ne rry iPa kto We Romance o kbe r Rea iPh And Des c oe Bla Kob 50% paid
  • 62. Actual Selling Price vs. Purchasing Platform Can$10.00 8.84 8.53 Can$7.50 7.80 7.92 7.85 7.82 Bronze-E 7.42 6.81 Can$5.00 iPhone P Can$2.50 Nov-10 Can$0 All d der p oid b ne rry iPa kto We Romance o kbe r Rea iPh And Des c oe Bla Kob 50% paid
  • 63. Actual Selling Price vs. Purchasing Platform Can$10.00 8.84 8.53 Can$7.50 7.80 7.92 7.85 7.82 Bronze-E 7.42 6.81 Can$5.00 iPhone P Can$2.50 Nov-10 Can$0 All d der p oid b ne rry iPa kto We Romance o kbe r Rea iPh And Des c oe Bla Kob 50% paid
  • 64. Actual Selling Price vs. Purchasing Platform Can$10.00 8.84 8.53 Can$7.50 7.80 7.92 7.85 7.82 Bronze-E 7.42 6.81 Can$5.00 iPhone P Can$2.50 Nov-10 Can$0 All d der p oid b ne rry iPa kto We Romance o kbe r Rea iPh And Des c oe Bla Kob 50% paid
  • 65. Actual Selling Price vs. Purchasing Platform Can$10.00 8.84 8.53 Can$7.50 7.80 7.92 7.85 7.82 Bronze-E 7.42 6.81 Can$5.00 iPhone P Can$2.50 Nov-10 Can$0 All d der p oid b ne rry iPa kto We Romance o kbe r Rea iPh And Des c oe Bla Kob 50% paid
  • 66. Small-screen Reader Bronze-E iPhone Nov-10 Romance paid+free
  • 67. Small-screen Reader Bronze-E iPhone Small screen device = Nov-10 less likely to stick around Romance paid+free
  • 68. Small-screen Reader Bronze-E iPhone Nov-10 churn Romance paid+free
  • 69. Small-screen Reader Bronze-E Platform User Longevity 1. Kobo eReader iPhone 2. Kobo-powered 3rd-party eReader 3. Desktop Nov-10 4. Android 5. Web Romance 6. iPad 7. iPhone 8. Blackberry paid+free
  • 70. Small-screen Reader Bronze-E Platform User Longevity 1. Kobo eReader iPhone 2. Kobo-powered 3rd-party eReader 3. Desktop Nov-10 4. Android 5. Web Romance 6. iPad 7. iPhone 8. Blackberry paid+free
  • 71. Small-screen Reader Bronze-E Platform User Longevity 1. Kobo eReader iPhone 2. Kobo-powered 3rd-party eReader 3. Desktop Nov-10 4. Android 5. Web Romance 6. iPad 7. iPhone 8. Blackberry paid+free
  • 72. Small-screen Reader Bronze-E Platform User Longevity 1. Kobo eReader iPhone 2. Kobo-powered 3rd-party eReader 3. Desktop Nov-10 4. Android 5. Web Romance 6. iPad 7. iPhone 8. Blackberry paid+free
  • 73. Small-screen Reader Bronze-E Platform User Longevity 1. Kobo eReader iPhone 2. Kobo-powered 3rd-party eReader 3. Desktop Nov-10 4. Android 5. Web Romance 6. iPad 7. iPhone 8. Blackberry paid+free
  • 74. Small-screen Reader Bronze-E iPhone Nov-10 Romance paid+free
  • 75. Histori cal Erotica Mystery Small-screen Reader General Bronze-E Romance iPhone Nov-10 Romance Science Fiction Literary paid+free
  • 76. Small-screen Reader Bronze-E iPhone Nov-10 Romance paid+free
  • 78. iPad Socialite Gold-B iPad Dec-10 General 90% paid
  • 79. iPad Socialite Gold-B iPad Dec-10 General 90% paid
  • 80. iPad Socialite Gold-B Not as good as the Reading Machine, but still pretty great. iPad Dec-10 General 90% paid
  • 81. iPad Socialite Gold-B Not as good as the Reading Machine, but still pretty great. iPad Cohort Dec-10 Gold Silver General Bronze 90% paid
  • 82. iPad Socialite Gold-B Not as good as the Reading Machine, but still pretty great. iPad Cohort Dec-10 1st Day Average 4.5 orders / Gold $22 $16 month Silver General Bronze 90% paid
  • 83. iPad Socialite Gold-B iPad Dec-10 General 90% paid
  • 91. (just launched for iPhone too!)
  • 92. How does social change eReading?
  • 95. 33% more time in app
  • 100. Average Time in App vs. “Time of Day” Awards 60% 45% 30% 15% 0% -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 101. Average Time in App vs. “Time of Day” Awards 60% 45% 30% 15% 0% -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 102. Average Time in App vs. “Time of Day” Awards 60% 7-9am 45% 30% 15% 0% -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 103. Average Time in App vs. “Time of Day” Awards 60% m m-n o o n -9a 9a 7 45% 30% 15% 0% -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 104. Average Time in App vs. “Time of Day” Awards 60% m m-n o o n -9a 9a 7 45% 12 -2pm 30% 15% 0% -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 105. Average Time in App vs. “Time of Day” Awards 60% m m-n o o n -9a 9a 7 45% 12 -2pm 30% 2- 4pm 15% 0% -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 106. Average Time in App vs. “Time of Day” Awards 60% 45% 30% 15% 0% -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 107. Average Time in App vs. “Time of Day” Awards 60% 45% 30% 15% 0% -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 108. Average Time in App vs. “Time of Day” Awards 60% 45% 30% 15% 6-8pm 0% -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 109. Average Time in App vs. “Time of Day” Awards 60% 45% 30% 15% 6-8pm am 12-1 0% -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 110. Average Time in App vs. “Time of Day” Awards 60% 45% 30% 15% 6-8pm am 12-1 8-10pm 0% -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 111. Average Time in App vs. “Time of Day” Awards 60% 45% 30% 15% 6-8pm am 12-1 8-10pm0-12pm 0% 1 -15% -30% -45% -60% mute ch hift Hour time or Lun yard S Prime e Com Happy ooks f Grave Kill th I Eat B
  • 112. Bet ter i nB ed Prim etim e Sle epin g In Hap py H our Afte rno o nR ush Hou r Pla ying Hoo ky I Ea t Bo oks for Lun ch Kill the Com mu te Number of Awards Issued Gra vey ard Shi ft Wit chin gH our
  • 113. Bet ter i nB ed Prim etim e Sle epin g In Hap py H our Afte rno o nR ush Hou r Pla ying Hoo ky I Ea t Bo oks for Lun ch Kill the Com mu te Number of Awards Issued Gra vey ard Shi ft Wit chin gH our
  • 114. 1 Bet ter i nB 0-1 ed Prim 2pm etim e Sle epin g In Hap py H our Afte rno o nR ush Hou r Pla ying Hoo ky I Ea t Bo oks for Lun ch Kill the Com mu te Number of Awards Issued Gra vey ard Shi ft Wit chin gH our
  • 115. 1 Bet ter i nB 0-1 ed Prim etim e 8-10 Sle epin g In 2pm pm Hap py H our Afte rno o nR ush Hou r Pla ying Hoo ky I Ea t Bo oks for Lun ch Kill the Com mu te Number of Awards Issued Gra vey ard Shi ft Wit chin gH our
  • 121. The Freegan *Freegan “Below Bronze-F” Website Apr-10 Fiction 100% free
  • 123. Free Books Accessed The Freegan Bronze-F Website Apr-10 Web ne roid iPad ed ktop rry der iPho wer kbe a And Des eRe -po Blac Fiction o o Kob Kob 100% free
  • 125. Not everyone who reads free books is a freegan.
  • 127. Customers with Free Books The Freegan Bronze-F Website Apr-10 Fiction e es es es es es es es es im im im im im im im im tim 1t 2t 3t 4t 5t 6t 7t 8t 9+ 100% free Number of Free Books in Library Customers with FreeBooks
  • 128. Customers with Free Books eBook Training wheels The Freegan Bronze-F Website Apr-10 Fiction e es es es es es es es es im im im im im im im im tim 1t 2t 3t 4t 5t 6t 7t 8t 9+ 100% free Number of Free Books in Library Customers with FreeBooks
  • 129. Customers with Free Books eBook Training wheels The Freegan Bronze-F “I Jane Austen” Website Apr-10 Fiction e es es es es es es es es im im im im im im im im tim 1t 2t 3t 4t 5t 6t 7t 8t 9+ 100% free Number of Free Books in Library Customers with FreeBooks
  • 130. Customers with Free Books eBook Training wheels The Freegan Bronze-F “I Jane Austen” Website Apr-10 Fiction e es es es es es es es es im im im im im im im im tim 1t 2t 3t 4t 5t 6t 7t 8t 9+ 100% free Number of Free Books in Library Customers with FreeBooks
  • 131. Customers with Free Books eBook Training wheels The Freegan Bronze-F “I Jane Austen” “Freegans” Website Apr-10 Fiction e es es es es es es es es im im im im im im im im tim 1t 2t 3t 4t 5t 6t 7t 8t 9+ 100% free Number of Free Books in Library Customers with FreeBooks
  • 132. 1t im e 2t im es 100% free 3t im es 4t im es 5t im es 6t im es Customers with FreeBooks 7t im es 8t im es 9-1 4t im es 15 Number of Free Books in Library -25 Customers with Free Books tim 26 es -50 tim 51 es -10 0t Mo im re es tha n1 00 tim es
  • 133. 1t im e 2t im es 100% free 3t im es 4t im es 5t im es 6t im es Customers with FreeBooks 7t im es “Freegans” 8t im es 9-1 4t im es 15 Number of Free Books in Library -25 Customers with Free Books tim 26 es -50 tim 51 es -10 0t Mo im re es tha n1 00 tim es
  • 134. Customers with Free Books Freegan Librarians “Freegans” e es es es es es es es es es es es es im im im im im im im im im tim tim im tim 1t 2t 3t 4t 5t 6t 7t 8t 4t 0t -25 -50 00 9-1 -10 n1 15 26 51 tha Number of Free Books in Library re 100% free Mo Customers with FreeBooks
  • 135. Customers with Free Books Freegan Freegan Librarians Hoarders “Freegans” e es es es es es es es es es es es es im im im im im im im im im tim tim im tim 1t 2t 3t 4t 5t 6t 7t 8t 4t 0t -25 -50 00 9-1 -10 n1 15 26 51 tha Number of Free Books in Library re 100% free Mo Customers with FreeBooks
  • 136. The Freegan *Freegan Website Apr-10 Fiction to Mar keting Res istant 100% free
  • 138. Why?
  • 141. know the reader, sales will follow.
  • 142. Michael Tamblyn | @mtamblyn | mt@kobo.com

Editor's Notes

  1. \n
  2. \n
  3. \n
  4. \n
  5. \n
  6. \n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. \n
  13. \n
  14. \n
  15. \n
  16. 3rd most popular eReading app for the iPhone Also The first ebookstore for the (#)\n
  17. &amp;#x2026;\nThe first ebookstore for (#)\n
  18. &amp;#x2026;\nThe first eInk device for (#)\n
  19. We repriced the eInk market this spring.\n\nThe first ebookstore in the (#)\n
  20. First bookstore in the cloud\n
  21. We are obsessed with reading, with the reader, with how they behave, about their characteristics. \n
  22. Making assumptions about the &amp;#x201C;typical&amp;#x201D; digital reader is incredibly difficult. Instead, we try to look for meaningful segments, smaller groups that do have some consistent behaviours.\n
  23. \n
  24. \n
  25. Because it isn&amp;#x2019;t just how is a consumer from the UK different than a consumer from HK.\n
  26. Or do you sell differently to a romance buyer in UK than a thriller reader in Hong Kong.\n
  27. or is there a difference between a reader who...\n\n
  28. or is there a difference between a reader who...\n\n
  29. or is there a difference between a reader who...\n\n
  30. or is there a difference between a reader who...\n\n
  31. or is there a difference between a reader who...\n\n
  32. or is there a difference between a reader who...\n\n
  33. or is there a difference between a reader who...\n\n
  34. or is there a difference between a reader who...\n\n
  35. or is there a difference between a reader who...\n\n
  36. or is there a difference between a reader who...\n\n
  37. or is there a difference between a reader who...\n\n
  38. or is there a difference between a reader who...\n\n
  39. or is there a difference between a reader who...\n\n
  40. or is there a difference between a reader who...\n\n
  41. or is there a difference between a reader who...\n\n
  42. or is there a difference between a reader who...\n\n
  43. or is there a difference between a reader who...\n\n
  44. or is there a difference between a reader who...\n\n
  45. or is there a difference between a reader who...\n\n
  46. or is there a difference between a reader who...\n\n
  47. it gets complicated. So to give a sense of the way that we look at some of these different combinations, I&amp;#x2019;ve pulled out some samples.\n
  48. \n
  49. I&amp;#x2019;ll spend a bit of time with each one. We&amp;#x2019;ll look at some of the data that is especially relevant to that user and along the way, you&amp;#x2019;ll hopefully get a sense of both what we&amp;#x2019;re finding interesting right now and how our understanding of the digital reading is evolving.\n\n
  50. I&amp;#x2019;ll spend a bit of time with each one. We&amp;#x2019;ll look at some of the data that is especially relevant to that user and along the way, you&amp;#x2019;ll hopefully get a sense of both what we&amp;#x2019;re finding interesting right now and how our understanding of the digital reading is evolving.\n\n
  51. I&amp;#x2019;ll spend a bit of time with each one. We&amp;#x2019;ll look at some of the data that is especially relevant to that user and along the way, you&amp;#x2019;ll hopefully get a sense of both what we&amp;#x2019;re finding interesting right now and how our understanding of the digital reading is evolving.\n\n
  52. I&amp;#x2019;ll spend a bit of time with each one. We&amp;#x2019;ll look at some of the data that is especially relevant to that user and along the way, you&amp;#x2019;ll hopefully get a sense of both what we&amp;#x2019;re finding interesting right now and how our understanding of the digital reading is evolving.\n\n
  53. She is an eInk Reading Machine. And here are some of the things we know about her.\n\n
  54. She is an eInk Reading Machine. And here are some of the things we know about her.\n\n
  55. She is an eInk Reading Machine. And here are some of the things we know about her.\n\n
  56. She is an eInk Reading Machine. And here are some of the things we know about her.\n\n
  57. She is an eInk Reading Machine. And here are some of the things we know about her.\n\n
  58. She is an eInk Reading Machine. And here are some of the things we know about her.\n\n
  59. She is an eInk Reading Machine. And here are some of the things we know about her.\n\n
  60. \n\n
  61. \n\n
  62. \n\n
  63. \n\n
  64. She has been with us since June 2010. She probably had a first edition Kobo eReader and has since upgraded to a 2nd edition Kobo. We look at when people joined very closely and are starting to see some interesting patterns there. Generally, we can say that (#)\n\n
  65. \n\n
  66. \n\n
  67. The last one is important. Our suspicion is that we&amp;#x2019;re not just moving more people from print to digital. We&amp;#x2019;re moving more heavy readers from print to digital more quickly.\n\n
  68. \n\n
  69. She also tends to buy just about everything she reads. Now we distort that a bit by preloading free books onto the eReader, but as far as her ongoing consumption goes, she&amp;#x2019;s a full on customer with a big focus on new releases.\n\n
  70. \n\n
  71. \n\n
  72. \n\n
  73. \n\n
  74. Why? -- lots of testing, app trialing, large percentage of apps that are installed are not used.\n\n
  75. \n\n
  76. (#) Smartphone users, generally, are much more sensitive to price than those on (#) larger-screen devices.\n(#) Android sits in between them because we see both phone and tablet users through the same platform. And the Web is almost exactly the same as the average, which makes sense because people buy on the web for all of their devices.\n\n\n\n
  77. (#) Smartphone users, generally, are much more sensitive to price than those on (#) larger-screen devices.\n(#) Android sits in between them because we see both phone and tablet users through the same platform. And the Web is almost exactly the same as the average, which makes sense because people buy on the web for all of their devices.\n\n\n\n
  78. (#) Smartphone users, generally, are much more sensitive to price than those on (#) larger-screen devices.\n(#) Android sits in between them because we see both phone and tablet users through the same platform. And the Web is almost exactly the same as the average, which makes sense because people buy on the web for all of their devices.\n\n\n\n
  79. (#) Smartphone users, generally, are much more sensitive to price than those on (#) larger-screen devices.\n(#) Android sits in between them because we see both phone and tablet users through the same platform. And the Web is almost exactly the same as the average, which makes sense because people buy on the web for all of their devices.\n\n\n\n
  80. (#) Smartphone users, generally, are much more sensitive to price than those on (#) larger-screen devices.\n(#) Android sits in between them because we see both phone and tablet users through the same platform. And the Web is almost exactly the same as the average, which makes sense because people buy on the web for all of their devices.\n\n\n\n
  81. \n
  82. \n
  83. It&amp;#x2019;s an area with a huge number of factors and very hard to generalize\n(#-circle) Smartphones see a lot of people who use for a while, but then migrate to another platform. Or who use it as a second reading platform supplementing an eInk or tablet device.\nBut it isn&amp;#x2019;t screensize. # iPad users come and go while Android users stick around.\nAnd (#) eInk devices and dedicated eReaders generally outperform multi-function devices in terms of overall user longevity\n
  84. It&amp;#x2019;s an area with a huge number of factors and very hard to generalize\n(#-circle) Smartphones see a lot of people who use for a while, but then migrate to another platform. Or who use it as a second reading platform supplementing an eInk or tablet device.\nBut it isn&amp;#x2019;t screensize. # iPad users come and go while Android users stick around.\nAnd (#) eInk devices and dedicated eReaders generally outperform multi-function devices in terms of overall user longevity\n
  85. It&amp;#x2019;s an area with a huge number of factors and very hard to generalize\n(#-circle) Smartphones see a lot of people who use for a while, but then migrate to another platform. Or who use it as a second reading platform supplementing an eInk or tablet device.\nBut it isn&amp;#x2019;t screensize. # iPad users come and go while Android users stick around.\nAnd (#) eInk devices and dedicated eReaders generally outperform multi-function devices in terms of overall user longevity\n
  86. It&amp;#x2019;s an area with a huge number of factors and very hard to generalize\n(#-circle) Smartphones see a lot of people who use for a while, but then migrate to another platform. Or who use it as a second reading platform supplementing an eInk or tablet device.\nBut it isn&amp;#x2019;t screensize. # iPad users come and go while Android users stick around.\nAnd (#) eInk devices and dedicated eReaders generally outperform multi-function devices in terms of overall user longevity\n
  87. While eInk consumers are big fiction readers generally, Small screen readers are especially strong consumers of genre fiction sub-categories like sci-fi, fantasy and mystery. But especially (#) romance.\n
  88. They also have a strong propensity to go hunting for free titles, but we&amp;#x2019;ll talk more about that in a bit.\n
  89. \n
  90. \n
  91. \n
  92. \n
  93. This person is an iPad user who came on in December. That means we know even more about this user than we do about users on other platforms. As many of you know...\n
  94. \n
  95. Reading Life, a social experience integrated into our reading experience for iPad.\n
  96. \n
  97. \n
  98. \n
  99. \n
  100. \n
  101. \n
  102. \n
  103. \n
  104. One of the options that you have is to connect to Facebook so that you can share some of the events from your reading life with your friends. People that turn this on\n
  105. spend 33% more time in app, most of it reading.\n
  106. We also give badges and awards to people depending on the time of day they read, whether it&amp;#x2019;s on the way to work\n
  107. or at night in bed\n
  108. or at lunch time.\n
  109. \n
  110. ((explain what this shows...)\nThe biggest surprise we found in looking at this data was that our assumptions about when and how long people read were completely wrong.\n* ((had thought - late nights, more reading. Daytime, more time-pressured.))\nWhen we looked at people who were consistently reading during the day #\nKill the Commute (#) Sleeping In (#) I Eat Books for Lunch (#) Playing Hooky (#) - they were spending way more time reading (#)\n
  111. ((explain what this shows...)\nThe biggest surprise we found in looking at this data was that our assumptions about when and how long people read were completely wrong.\n* ((had thought - late nights, more reading. Daytime, more time-pressured.))\nWhen we looked at people who were consistently reading during the day #\nKill the Commute (#) Sleeping In (#) I Eat Books for Lunch (#) Playing Hooky (#) - they were spending way more time reading (#)\n
  112. ((explain what this shows...)\nThe biggest surprise we found in looking at this data was that our assumptions about when and how long people read were completely wrong.\n* ((had thought - late nights, more reading. Daytime, more time-pressured.))\nWhen we looked at people who were consistently reading during the day #\nKill the Commute (#) Sleeping In (#) I Eat Books for Lunch (#) Playing Hooky (#) - they were spending way more time reading (#)\n
  113. ((explain what this shows...)\nThe biggest surprise we found in looking at this data was that our assumptions about when and how long people read were completely wrong.\n* ((had thought - late nights, more reading. Daytime, more time-pressured.))\nWhen we looked at people who were consistently reading during the day #\nKill the Commute (#) Sleeping In (#) I Eat Books for Lunch (#) Playing Hooky (#) - they were spending way more time reading (#)\n
  114. ((explain what this shows...)\nThe biggest surprise we found in looking at this data was that our assumptions about when and how long people read were completely wrong.\n* ((had thought - late nights, more reading. Daytime, more time-pressured.))\nWhen we looked at people who were consistently reading during the day #\nKill the Commute (#) Sleeping In (#) I Eat Books for Lunch (#) Playing Hooky (#) - they were spending way more time reading (#)\n
  115. than the people reading at night (#) Happy Hour (#), Witching Hour (#), Primetime (#) and with people reading at &amp;#x201C;bedtime&amp;#x201D; Better in Bed (#) spending 42% less time reading per session than the average. This was a big shock to us. A lot of us have this preconception that the book industry is kinda powered by the bedside table, and by the almighty trinity of Beach, Bath, and Bed. But this would suggest that at least 2 of those -- Bath time and Bed time -- might not be where people spend as much time reading.\n
  116. than the people reading at night (#) Happy Hour (#), Witching Hour (#), Primetime (#) and with people reading at &amp;#x201C;bedtime&amp;#x201D; Better in Bed (#) spending 42% less time reading per session than the average. This was a big shock to us. A lot of us have this preconception that the book industry is kinda powered by the bedside table, and by the almighty trinity of Beach, Bath, and Bed. But this would suggest that at least 2 of those -- Bath time and Bed time -- might not be where people spend as much time reading.\n
  117. than the people reading at night (#) Happy Hour (#), Witching Hour (#), Primetime (#) and with people reading at &amp;#x201C;bedtime&amp;#x201D; Better in Bed (#) spending 42% less time reading per session than the average. This was a big shock to us. A lot of us have this preconception that the book industry is kinda powered by the bedside table, and by the almighty trinity of Beach, Bath, and Bed. But this would suggest that at least 2 of those -- Bath time and Bed time -- might not be where people spend as much time reading.\n
  118. than the people reading at night (#) Happy Hour (#), Witching Hour (#), Primetime (#) and with people reading at &amp;#x201C;bedtime&amp;#x201D; Better in Bed (#) spending 42% less time reading per session than the average. This was a big shock to us. A lot of us have this preconception that the book industry is kinda powered by the bedside table, and by the almighty trinity of Beach, Bath, and Bed. But this would suggest that at least 2 of those -- Bath time and Bed time -- might not be where people spend as much time reading.\n
  119. than the people reading at night (#) Happy Hour (#), Witching Hour (#), Primetime (#) and with people reading at &amp;#x201C;bedtime&amp;#x201D; Better in Bed (#) spending 42% less time reading per session than the average. This was a big shock to us. A lot of us have this preconception that the book industry is kinda powered by the bedside table, and by the almighty trinity of Beach, Bath, and Bed. But this would suggest that at least 2 of those -- Bath time and Bed time -- might not be where people spend as much time reading.\n
  120. But where the preconception holds is that it is still the time when *the most people spend time reading. More people get their reading time in during those hours between 8pm and midnight.\nIt is also still where we see people do most of their *buying.\n
  121. But where the preconception holds is that it is still the time when *the most people spend time reading. More people get their reading time in during those hours between 8pm and midnight.\nIt is also still where we see people do most of their *buying.\n
  122. But where the preconception holds is that it is still the time when *the most people spend time reading. More people get their reading time in during those hours between 8pm and midnight.\nIt is also still where we see people do most of their *buying.\n
  123. \n
  124. \n
  125. \n
  126. The first thing you&amp;#x2019;ll notice is that they don&amp;#x2019;t even sit in our pricing cohorts. And they aren&amp;#x2019;t consumers per se. The freegan is like Dark Matter - they are this vast bulk of downloaders who barely show up on our radar.\n
  127. Web is far and away the chosen content consumption platform (#) of the Freegan. ((Talk about that distribution)) Now that&amp;#x2019;s for a number of reasons...\n
  128. \n
  129. \n
  130. \n
  131. This is a graph of people who are both ebook *purchasers* and free content consumers. Most ebook buyers read (or at least start) at least 1 free book first. We see them in a few distinct groups.\n# eBook training wheels\n# I heart Jane Austen (and the Brontes and maybe a little tolstoy)\n\n
  132. This is a graph of people who are both ebook *purchasers* and free content consumers. Most ebook buyers read (or at least start) at least 1 free book first. We see them in a few distinct groups.\n# eBook training wheels\n# I heart Jane Austen (and the Brontes and maybe a little tolstoy)\n\n
  133. # But way at the other end we have these interesting guys we call (#) the Freegans. Most of what they read is free. They actively seek it. They look for new good free stuff.\n\n
  134. en we go a little more fine-grained\nFreegans - just some people who can find 10 free books they like. Lots of those. Generally more functional - &amp;#x201C;these are the books I like&amp;#x201D;\nFreegan librarians. Want to have lots of books in their accounts, on their shelves. From them, we get a lot of requests for the ability to categorize their collections, more discovery options...\n# Freegan Hoarders - almost compulsive desire to stuff their library with free books. Even though they&amp;#x2019;re all available any time they want. Even though they could never read them all. In some cases, thousands of books.\n\n
  135. en we go a little more fine-grained\nFreegans - just some people who can find 10 free books they like. Lots of those. Generally more functional - &amp;#x201C;these are the books I like&amp;#x201D;\nFreegan librarians. Want to have lots of books in their accounts, on their shelves. From them, we get a lot of requests for the ability to categorize their collections, more discovery options...\n# Freegan Hoarders - almost compulsive desire to stuff their library with free books. Even though they&amp;#x2019;re all available any time they want. Even though they could never read them all. In some cases, thousands of books.\n\n
  136. en we go a little more fine-grained\nFreegans - just some people who can find 10 free books they like. Lots of those. Generally more functional - &amp;#x201C;these are the books I like&amp;#x201D;\nFreegan librarians. Want to have lots of books in their accounts, on their shelves. From them, we get a lot of requests for the ability to categorize their collections, more discovery options...\n# Freegan Hoarders - almost compulsive desire to stuff their library with free books. Even though they&amp;#x2019;re all available any time they want. Even though they could never read them all. In some cases, thousands of books.\n\n
  137. \n
  138. \n\n
  139. \n
  140. For the first time in a long time, we aren&amp;#x2019;t just thinking about what goes inside books or how they are designed or how they are marketed. We&amp;#x2019;re thinking about the reading experience itself. How can we make that experience easier, more enjoyable.\n
  141. And how can we do it while keeping in mind that there are lots of different kinds of people who all have their own definition of what reading is.\n\n
  142. When you get down to it, we are fighting for those tiny slices of people&amp;#x2019;s day. The more enjoyable we can make that, the more we can enhance that experience, the better we&amp;#x2019;ll be.\n
  143. \n