There is a lot of potential for digital expansion within the educational publishing field. To begin with, educational and academic publishing is more resilient to economic shifts as it is always in demand and will always be valid (Chesher, 2013). Though the category itself will expand and develop, as long as there are people in the world in education, there will always be educational publishers.

            Let’s begin by looking into how educational institutions are changing as a result of technological advances. An article from HL Studios states a change in institutional processes for coursework now favouring online and digital delivery. This also applies to coursework marking. One example of how institutions are adopting a digital groundwork for educational organisation is Virtual Learning Environments (Greener and MacLean, 2013). This article advised that students feel technology can improve their learning by having this additional portal of communication between students and teachers.

            Websites such as MyMaths.co.uk and Educake are interactive digital learning sites which allow institutions to register making the interactive learning tools available to teachers and students. While MyMaths adopts an obvious focus, this site is adaptable for different levels of education (MyMaths.co.uk 2012). Educake is quite a new website providing revision and examination tools to GCSE Science teachers and students. Teachers are able to assign activities for the students to work on in their own time, the site then marks the work and generates feedback for the teachers. This allows teachers to keep track of student progress while also saving them time spent marking (Educake, 2013).

            So, as institutions evolve and adapt to the digital expansions, what is expected of educational publishers? As the market grows, there is arguably more demand for experts on topics to provide content for coursework. In digital format, there is no limit of space available so publishers have more freedom (HL Studios). In an interview, Wolfman (2013) advised that the expectation was to include multimedia with the educational content provided. With time, the ability to provide content to enhance learning and allow teacher ease-of-access was achieved (Utroske and Wolfman, 2013).

            Bacon (2013) also explores digital expansion in the educational field and states that digital expansion is possible due to a drop in price, a rise in popularity and acceptance and finally, increased digital content provided from educational publishers. Following a government-standard curriculum, publishers can develop exciting interactive learning tools. Not only does content have more potential, it can be updated more cost-effectively as curriculums change and it makes learning for students more interesting and engaging.

            So, what’s in store for digital education in future years? One possible area for development is the smartphone. It has been suggested that mobile learning environments will possibly be developed to monopolise the domination of these devices among students (Utroske and Wolfman, 2013). It has also been stated that people are working on how to use 3D technology to advance learning (Utroske and Wolfman, 2013).

References

Bacon, B. (2013). 3 Reasons Educational Publishing is Booming. Digital Book World. [Online]. Available at: http://www.digitalbookworld.com/2013/3-reasons-educational-publishing-is-booming/ (Accessed 24/11/2013)

Chesher, C. (2013). Interview on Routledge Digital Publishing Strategies. Interviewed by… Cherry Allen. [Face-to-Face] 20th October 2013, 11.30.

Educake (2013) The Recipe for Success. Available at: https://www.educake.co.uk/ (Accessed 24/11/2013)

Greener, S and MacLean, P. (2013). The Digital Carrot and Survival Stick for Increased Learning and Teaching Agility. Proceedings of the International Conference on e-Learning. P659-661. Education Research Complete [Online]. Available at: http://web.ebscohost.com/ehost/detail?vid=6&sid=b49d90af-4b50-4628-889b-12662e187005%40sessionmgr15&hid=124&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=ehh&AN=91956492 (Accessed 24/11/2013)

HL Studios, (no date). A new world for Digital Educational Publishers. Available at: http://www.hlstudios.eu.com/digital-educational-publishers.html (Accessed 24/11/2013)

MyMaths.co.uk (2012) Welcome to MyMaths.co.uk. Available at: http://www.mymaths.co.uk/ (Accessed 24/11/2012)

Utroske, D and Wolfman, I. (2013). Finding Excellence in Educational Digital Publishing. Digital Book World. [Online]. Available at: http://www.digitalbookworld.com/2013/finding-excellence-in-educational-digital-publishing/ (Accessed 24/11/2013)

               A recent conversation with a nursing student has brought to my attention that medical publishers are looking into developing digital content. By conducting interviews with nursing students, research has gone underway to discover what kinds of devices and products these students would be interested in, what they would pay for and what would be useful for their degree.

                It has been suggested that publishing in the areas of medicine and healthcare have developed further in digital than other parts of the publishing industry (Chesher, 2013). As technology advances in the medical industry, so do their strategies for learning. Medical students are, therefore, the best target for digital products sales. Already an interactive computer programme is used for the teaching of prescription measurements at a number of universities (safeMedicate).

                So, is this a strong target area for new digital publishing business models? Will it make money for the company? In this case the customer has been established. Despite students, however, are there any more customer segments? As the medical industry is a continually developing area, there is always a need for learning even for qualified doctors and nurses. This in itself increases the number of customer segments (Rouse 2007). The safeMedicate website also displays statements from medical professionals about their continued use of the programme throughout their careers.

                Interviewing nursing students with reference to planned expansion is also an intelligent first step as it allows companies to discover what the target audience wants and needs. This leads into the Value Proposition stage (Laja 2012). Publishing companies are able to create an effective Value Proposition based on the information gathered from the interviews. The product can then be presented to the customer segments with effective and eye-catching influences to why this product is worth spending money on.

                Channels to the customer and customer relationships are well established by this point in the business model. As the content is digital, channels become more cost-effective as there are no storing and delivery costs. The interested audience can access the content online or directly from the publisher digitally. Again, the interviewing strategy has established customer relationships. STM publishers who are established in the field with reference to books and eBooks are already recognised within the industry.

                Some argue that the development and expansion of the digital age is creating revenue streams on their own (rackspace). The growing popularity of digital devices and products shows a pattern of revenue over the past 10 years. The medical profession especially is always looking for new ways to progress and improve.

                Key resources and key partnerships are also made more accessible to an existing publisher. The key activities and cost structure are the next areas to focus on. The key activities are now important for meeting up to the Value Proposition and reducing costs for the customer. As the target market is essentially students, the products should realistically be affordable. It is difficult, however, when taking into consideration the cost structure. Can this business model be both value-driven and cost-driven? Keeping prices low, while also providing quality content is important in this industry.

                With aspects of the business model considered, is a digital imprint a wise move for existing Scientific Technical and Medical publishers? With digital publishing advancing today, interactive features are useful for students and medical professionals. Given the nature of the medical industry, the lengths being taken to improve quality of care and reduce potential mistakes are arguably reasonable business models which can be monopolised by professionals to ensure quality treatment for patients.

References

Chesher, C. (2013). Interview on Routledge digital strategies. Interviewed by… Cherry Allen [direct] Kineton, 20th October 2013, 11.30.

Business Model Generation. (2013). The Business Model Canvas in 2 Minutes. [video online] Available at: http://www.businessmodelgeneration.com/canvas (Accessed 21/10/2013)

Laja, P. (2012). Useful Value Proposition Examples: and How to Create a Good One. Conversion XL. [Online] Available at: http://conversionxl.com/value-proposition-examples-how-to-create/#. (Accessed 21/10/2013)

Rackspace (No date). Finding New Revenue Streams. [Online]. Available at: http://www.rackspace.co.uk/finding-new-revenue-streams (Accessed 21/10/2013)

Rouse, M. (2007). Customer Segmentation. Search CRM. [Online]. Available at: http://searchcrm.techtarget.com/definition/customer-segmentation (Accessed 21/10/2013)

safeMedicate (No date). What is safeMedicate? Available at: http://www.safemedicate.com/ (Accessed 24/11/2013)

              Digital publishing is expanding worldwide, devices are popular and widely used, content purchased in digital form is increasing, so what about the world of Children’s publishing? Though to a lot of adults new technology seems very complicated – perhaps too tricky for kids but children are being born into the digital age and growing up among it. If children are the future, so is digital.

                Woodfine (2013) recently advised that children’s publishers were concerned at first about how new technologies and the implementation of digital publishing would impact on the printed book. Would it complement that traditional reading form or outdate and suffocate it? Springen (2010) also expresses how publishers are still struggling to define a book. Has the generation of eBooks blurred our definition of the book?

                Still, after the worry and anticipation, children’s publishers are relieved to find that digital has widely taken off. At Kobo, children’s e-book publishing is seeing a 369% increase in their figures year-on-year (Woodfine, 2013). It is also noted in this article that the reader age among the children’s digital publishing strategy is rising.

                There is so much going on among Children’s publishers today. Whether creating apps following existing picture books or creating content specifically for digital platforms, interactivity as a feature for digital seems to have become a trend among publishers (Springen, 2010). Authors have embraced digital publishing as well, taking advantage of the opportunity to get closer to their audience (Horn, 2009). E-newsletters and two-way communication have been used by authors such as Jacqueline Wilson to keep in touch with the fans. Publishers have also begun using digital apps and websites as a conjoining tool for the promotion of books. One example is using content of the printed book as clues for the reader to use on online games and competitions to win prizes (Horn, 2009).

                Another brilliant advantage of digital today is the opportunity for publishers to reach a wider audience range by advertising new titles on gaming sites and social media sites. Storycloud is a good example of how publishers are using digital content in interactive ways which encourage readers to create their own content. This way, children are not only being encouraged to read, but to write as well.

                The Pottermore website is another example of how children’s publishers are monopolising digital opportunities. This site allows users to sign up for free and go through a series of activities getting ready for school and being sorted into their house at Hogwarts. Once these stages of the experience are complete, users can complete challenges and duals gaining points for their house. Furthermore, users can follow Harry Potter’s story which goes through each of the books displaying passages and setting the scene. These pages of the site also use audio and visual effects for entertainment and allow users to comment on each scene. In this way users can interact with each other.

                So many aspects of the publishing world are changing as a result of digital. E-Books being released before print editions is one example and this is even being used as a way of promoting books and encouraging consumers to purchase upcoming titles – by giving them a taster beforehand. It could be argued that this would be especially effective in children’s publishing. If Jacqueline Wilson’s fan base is anything to go by, popularity and trend are effective sales methods in children’s publishing. Digital may in future be used in this way to sell content whichever format it is delivered in.


References

Horn, C. (2009). Digital Developments in Children’s Publishing. Books for Keeps. [Online]. Available at: http://booksforkeeps.co.uk/issue/176/childrens-books/articles/other-articles/digital-developments-in-children%E2%80%99s-publishing (Accessed 03/11/2013)

Jaqueline Wilson (2013) Fan Mail Archive. Available at: http://www.jacquelinewilson.co.uk/jw.php#/page/9 (Accessed 24/11/2013)

Pottermore (2013) Insider: The Official Blog. Available at: http://insider.pottermore.com/2013/07/whats-new-on-pottermore.html (Accessed 24/11/2013)

Springen, K. (2010). The Digital Revolution in Children’s Publishing. Publishers Weekly. 257 (28), pp. 19-22. Business Source Complete [Online]. Available at: http://web.ebscohost.com/ehost/detail?vid=5&sid=480d4a8e-a10c-4b7f-916e-d43f90d5a004%40sessionmgr113&hid=119&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=52570109 (Accessed 03/11/2013)

Woodfine, K. (2013). Children’s Book Apps: What’s Next? Book Trust. [Online]. Available at: http://www.booktrust.org.uk/news-and-blogs/blogs/booktrust/519 (Accessed 03/11/2013)

               We all know the battle the music and movie industries have been fighting for years. With modern technology the ability to copy content and download for free is global. Many publishers worried in the early days of eBooks, that if they made their content digital, it would be pirated (Chesher, 2013). So where do these issues stand today?

                Let’s start with ripping devices. The Book Saver is a gadget which allows you to scan a book and save it as a digital file (Sandoval, 2011). This device sells for just $150 and once digitised, as widely acknowledged, content can be posted online, made into an eBook and shared. Sandoval (2011) states that courts have made it legal for book content to be scanned and saved for personal use.

                So, what can be done about it? Kindle allows lending of eBooks between devices for a time limit of 14 days (Weedmark). I have friends with eReaders who complain that you can’t share your eBooks with friends the same way you can with print books but is this really such a tragedy considering the position of the publisher? By making it possible to share digitised books, doesn’t this open up the publishing industry to the same risks as the music and movie industries? Chesher (2013) advised that after the first sale of a book, whether to a library, bookseller or digital device, further sales or sharing do not generate any revenue for the publisher. This is one reason for academic publishers to release further editions of books, to ensure more steady revenue after the first publication of a book.

                Booksellers, as an additional segment to the publishing process, are also struggling to compete with the internet in this ever-digitising industry. Second-hand sales of print books are an effective way for booksellers to create more revenue, if not the publishers. Digitisation further troubles the bookseller by eliminating second-hand copies in this format. Who could sell back an eBook when there is no limit to the number of copies available?

                Webb (2013) has another view on the topic of piracy. The article suggests that the industries overreact to piracy. It argues that piracy falls into a legitimate way of doing things and that eventually the industries will have to integrate their production and distribution strategies to accommodate for this inevitable process; including a reduction in price. Publishers should, therefore, focus on producing good content instead of spending energy trying to block pirates.

                Mandal (2013) takes a very different view expressing the enormous threat piracy has on the ability for publishers to produce digital content. It is argued that in China, pirates pride themselves on their ability to produce digital replicas that exactly match the quality and presentation of the print copy. A solution to the status of these copies is explored suggesting that publishers developing eBooks should offer the advantage of audio and visual accompaniments to their digital content. This, however, would threaten to increase the cost.

                So, will the ability to share and pirate good content eventually lead to an inevitable drop in prices? Is it fair for consumers to expect digital content to be free? It can be argued that there will always be people willing to pay for good content. It cannot be overlooked that digital is advancing in popularity as well as quality, so, can publishers afford to avoid this advancement? Within the digital world we live in today, is piracy more of a threat? The movie and music industries are still alive and kicking, so how will publishing handle this problem, if it is, indeed, a problem at all?

References

Chesher, C. (2013). Interview on Routledge Digital Publishing Strategies. Interviewed by… Cherry Allen. [Face-to-Face] 20th October 2013, 11.30.

Mandal, S. (2013). Piracy a Major Threat to Digital Publishing in China. Good E Reader. [Online]. Available at: http://goodereader.com/blog/e-book-news/piracy-a-major-threat-to-digital-publishing-in-china (Accessed 24/11/2013)

Sandoval, G. (2011). Book Saver Device Takes a Page from CD Rippers. CNet. [Online]. Available at: http://news.cnet.com/8301-31001_3-20028279-261.html (Accessed 27/10/2013)

Webb, J. (2013). Piracy Reality Check. Publisher’s Weekly. 260 (5), p17. Business Source Complete [Online]. Available at: http://web.ebscohost.com/ehost/detail?vid=4&sid=7f820ea0-b3e8-4947-b277-35a78071055f%40sessionmgr110&hid=21&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=85301091 (Accessed 27/10/2013)

Weedmark, D. (no date). Can You Share Purchased Books Between Kindles? Radioshack. [Online]. Available at: http://techchannel.radioshack.com/can-share-purchased-books-between-kindles-2139.html (Accessed 27/10/2013)

                It can’t be denied that in recent years there has been a major hype in 3D television. Movies such as Avatar have been produced specifically for new 3D technology (Susman 2013). 3D televisions have been sold worldwide bringing the out-of-the-screen magic into our own homes. Sales of 3D TVs enjoyed a 72% increase from 2011 to 2012 (Yonhap New Agency 2013).

                Though there does seem to be downward slants to 3D TV in the last year, around 1.3 million people today own a 3D television (Miles 2012). Cinema sales for movies showing both 2D and 3D versions, however, have hugely differed showing almost 80% favouring the 2D experience (Thomas 2012).

                Has 3D really come to an unexpected end? Or has it just outgrown the cinema? What is in store for this fascinating technology? How can publishers monopolise it?

                It is also important to consider 3D manufacturing technology – a different area from 3D TV. The Guardian (2013) displayed new 3D printing examples used in science museums on their website. It doesn’t stop here; 3D printing has allowed production companies to excel in their field solving problems and improving their merchandise before production has even taken place. No, I’m still not finished; 3D technology has also cast a ray of sunshine in the medical field designing equipment that allows people with physical disabilities to have more freedom, control and capability in movement (Reis 2013).

                What company isn’t looking for new and exciting ways to captivate their target audience; presenting content in a format suitable to the reader? For the publishing industry, I believe entertainment and display is the most suitable area of 3D to focus on. Eun-Soo, (2010) expresses interest in the 3D display of information. That, in all honesty, is the publishing industry’s purpose; to provide content and information to the consumer in some sort of format or display. Publishing adopted the computer industry with the creation of the e-reader, what’s the next step? 3D Issue (2012) argues that simply making content available digitally is no longer enough to compete in the ever-developing industry.

                Teachers are always trying to find new ways for children to experience interactive learning. Tablets and E-Readers have been the new and improved way to promote collaborative learning in recent years, but can this be explored further? 3D may be the new way to encourage this further; imagine as an example, a complex maths equation jumping off the screen to show learners in a more visual, understandable way, how the equation is solved. Much like the early days when I was at school and they showed me, using oranges, that 1+2=3.  

                So, 3D technology can already do so much good and advance us so far in ways bursting past the original restrictions of entertainment. Research is still being undergone at this point to explore where next, this revolutionary knowledge could take us, bypassing current limits to imagination. Could the days of holograms and interactive television be closer than we think? With all seriousness though, could the drop in 3D movie popularity simply be evidence of us maturing past that point to take steps towards the next success in 3D? Are we nearly at a point where 3D can move past the hype and reach a stage of maturity and acceptance? At this point, I hope to see publishers take advantage of this technology and reap all possible benefits.

               

References

3D Issue, (2012). Digital Publishing Industry: How Technology is Rapidly Changing It. Available at: http://www.3dissue.com/digital-publishing-industry/ (Accessed 24/11/2013)

Miles, S. (2012). 3D viewing up , but still small when it comes to the bigger picture. Pocket-lint. Available at: http://www.pocket-lint.com/news/116504-3d-tv-viewing-update-but-still-small (Accessed 14/10/2013)

Reis, D. (2013). The Future of 3D Technology. Mechanical Engineering. 135(2), pp.16-17. Business Search Complete [Online]. Available at: http://web.ebscohost.com/ehost/detail?vid=4&sid=93a31f2a-2d9e-42e4-aac0-76149b80a012%40sessionmgr115&hid=126&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=85360656 (Accessed 14/10/2013)

Springer, (no date). 3D Research. Available at: http://www.springer.com/engineering/signals/journal/13319 (Accessed 24/11/2013)

Susman, G. (2013). Are 3D Movies Over? Rolling Stone Movies and TV. Available at: http://www.rollingstone.com/movies/news/are-3d-movies-over-20130821 (Accessed 14/10/2013)

The Guardian, (2013). 3D: Printing the Future exhibition – in pictures. Available at: http://www.theguardian.com/technology/gallery/2013/oct/08/3d-printing-future-exhibition-in-pictures#/?picture=419383229&index=10 (Accessed 14/10/2013)

Thomas, L. (2012). Have Filmgoers seen through the 3D hype? Movie fans fed up with inflated cinema prices opt for traditional 2D screenings. Mail Online. Available at: http://www.dailymail.co.uk/tvshowbiz/article-2086535/Movie-fans-fed-3D-cinema-prices-opt-traditional-2D-screenings.html (Accessed 14/10/2013)

Yonhap News Agency, (2013). 3D TV-sales Growth. Global Post. Available at: http://www.globalpost.com/dispatch/news/yonhap-news-agency/130318/3d-tv-sales-growth (Accessed 14/10/2013)

                Everyone with a smartphone is forever downloading apps, I know this because I do. Apps went global with Apple around 2007. Though Apple didn’t invent apps – the first digital revolutionary products were around in 1996 with Palm Inc’s Pilot devices, (Macé 2010) – the invention of the iPhone transformed the nation into a frenzy of techno-addicts; everyone wants a taste of the newest releases.

                One of the best things about smartphones today is the digital products available. In just a few short years, mobile phones went from exactly that, phones, to everyone’s entire digital life! Apps are the icing on top of the cake. There is a mobile application for just about everything.

                Facebook is looking to be the most popular social networking site in the world dominating 127 countries, (Khasan 2013), with 1.2 Billion users (Molloy 2013). The facebook app is fast and convenient letting you glance at your messages and pokes just as you would glance at your watch! Publishers can use social networking like Facebook and Twitter to connect with readers using the ‘follow’ and ‘like’ features. They can also advertise up-and-coming titles on facebook by ‘sharing’ the information on their profile page.

                Let’s not forget games! As a first-time smartphone owner – and there are precious few of them around today – the first apps you want to snatch up are some good games to keep you entertained on daily commutes. Before you’ve fully grasped the magnitude of options available to you today, gaming is an important must-have. Temple Run, Angry Birds and Candy Crush are examples of some of the most popular time-killing goodies. Eggscapade – a storybook gaming app - is a good example of how publishers can benefit from app popularity. By creating gaming apps integrated with books, publishers could encourage reading and generate revenue. Loehfelm (2012) advised that digital movie picture-books would be including movie clips and games in the application.

                Saving money is possibly one of the most painstaking aspects of life in the continuing recession. There are a wide range of price comparison apps available today for all sorts of shopping necessities. Supermarket Premium is available as a free download allowing you to price compare products from most supermarkets while you shop! By scanning in the barcode of the product into your phone, you can find out the current prices at other nearby stores – it even includes the ever-changing promotions for each included supermarket, (Watch my Wallet 2013). Ended are the days of supermarket marathons!

                I wonder to myself sometimes, what did I ever do before my Barclays mobile banking app? Now, online banking was a god-send after years of rushing to the bank on a Saturday morning. The mobile application was the next step forward using passwords and security reminders, you are now able to check your balance on-the-go, make those frantic last-minute payments and move money around as need be. You can also use your phone as a pin sentry to login online and view statements at the press of a button.

                Apps are even included in company adverts now. The ability to access free apps is almost a form of advertisement in itself. Publishing companies have a great opportunity for growth in this area. Book-reading apps are already available and free e-books have even been released as a way to promote related, upcoming books. By using today’s popular technology to advertise upcoming titles, publishers may have grasped a break-through to escalate book sales. All this progress has been achieved in an amazingly short space of time. It’s exciting to think where technology will take us next.

References

Farrington, J (2013). The Penguin Tries ‘Curve’ Pricing. The Bookseller. [Online]. Available at: http://www.thebookseller.com/news/penguin-tries-curve-pricing.html (Accessed 14/10/2013)

iTunes Preview (2012). Eggscapade – Free Storybook and Game for Kids. Available at: https://itunes.apple.com/gb/app/eggscapade-free-storybook/id517845243?mt=8 (Accessed 23/11/2013)

Khazan, O (2013). The Entire World is Increasingly using Facebook. Available at: http://www.washingtonpost.com/blogs/worldviews/wp/2013/01/04/the-entire-world-is-increasingly-using-facebook/ (Accessed 07/10/2013)

Loehfelm, E. (2012). 5 Digital Publishing App Trends to Watch in 2012. Mashable. [Online]. Available at: http://mashable.com/2012/01/13/digital-publishing-apps-predictions/ (Accessed 23/11/2013)

Macé, E (2010). Apple did not invent apps and touchscreen phones! They only made it mainstream! Available at: http://www.erwanmace.com/2010/03/apple-did-not-invent-apps-and-touchscreen-phones-they-only-made-it-mainstream/ (Accessed 07/10/2013)

Molloy, M (2013). The Faces of Facebook: App brings together social network’s 1.2 Billion Users. Available at: http://metro.co.uk/2013/10/01/the-faces-of-facebook-app-brings-together-social-networks-1-2billion-users-4129649/ (Accessed 06/10/2013)

Payloadz (2013). Top 10 Digital Products to Sell with Paypal. Available at: http://talk.payloadz.com/top-10-digital-products-to-sell-with-paypal/ (Accessed 06/10/2013)

Watch my Wallet (2013). Moneysaving Smartphone Apps: My Supermarket Tried and Tested. Available at: http://www.watchmywallet.co.uk/household-bills/mobile-phones/2012/november/moneysaving-smartphone-apps-my-supermarket-tried-tested/ (Accessed 06/10/2013)