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Open and Commercial Content Future: Competition or Co-operation? Artur Dyro Managing Director, Co-founder Young Digital PowerPoint Presentation
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Open and Commercial Content Future: Competition or Co-operation? Artur Dyro Managing Director, Co-founder Young Digital Planet SA artur.dyro@ydp.com.pl www.ydp.eu Washington, DC June 10-12, 2009 Different perspectives Where are we? YDP Facts at a glance Based in Gdańsk, Poland

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Open and Commercial Content Future: Competition or Co-operation?

Artur Dyro

Managing Director, Co-founder

Young Digital Planet SA

artur.dyro@ydp.com.pl

www.ydp.eu

Washington, DC

June 10-12, 2009

ydp facts at a glance
YDP Facts at a glance

Based in Gdańsk, Poland

350 employees

Operational in 20 countries across four continents

ICT partner for leading educational publishing houses and Ministries of Education

Part of Sanoma, a large European media group

Scope of activities

  • Math & Science eContent publisher for K12 Education
  • Language learning software publisher
  • eLearning Platforms developer and provider
  • eContent Publishing Suite provider
  • Educational software and content developer
sources of free content
Publishers give it away to increase sales of printing copies

Electronic publishers / IT providers give it away to sell services and software

Hardware providers give it away to increase sales of hardware (computers, IWB)

Governments disappointed with the results of educational system looking for innovative solutions trying to provide free resources for everyone

IT Giants disappointed with the adoption pace of technology in education trying to produce and give away content to speed up technology adoption in schools

Web 2.0 culture among teachers and students produce vast amount of content

Non educational web content can be easily used in context of education

Sources of free content
other trends that challenge textbooks
Decreasing value of the textbooks unable to serve very diverse student population

New initiatives to create free, ”open source” type of textbooks

New legislation to equalize electronic and paper based textbooks

Decentralization of the decision centers (from governments / local authorities / districts to individual teachers and students)

Expectations to introduce ”iTunes” model for textbooks (much more granular offer)

From ”CD” to ”song”

From ”software” to ”resources”

From ”textbook” to ”pages” (?)

Other trends that challenge textbooks
what to do
What to do?

Massive amount of free content is on the market

There are clearly a lot of trends that seem to change textbook based business in the nearest future

Threat or chance?

"The best way to predict the future is to invent it."

- Alan Kay

possible actions to be considered
Really accept the fact that selling textbook is not a sustainable strategy (neither on paper or as an e-book)

Give our customers reasonable commercial alternatives to the free content

Supporting rather than fighting Web 2.0 culture among teachers and students

Include free content into our offer and philosophy

Build up the value perception of electronic content (to be able to sell it at all)

Possible actions to be considered
possible actions to be considered10
Really accept the fact that selling textbook is not a sustainable strategy (neither on paper or as an e-book)

Give our customers reasonable commercial alternatives to the free content

Supporting rather than fighting Web 2.0 culture among teachers and students

Include free content into our offer and philosophy

Build up the value perception of electronic content (to be able to sell it at all)

Possible actions to be considered
how to compete with free content
Free content values

No payment hassle

Variety

Immediate

Granular

Easy download

Simple format

Easy to re-use

License to change

How to compete with free content

Commercial content disadvantages

  • Hard to find it (Google proof)
  • Decentralized (many providers)
  • Hard to evaluate
  • Had to pay for part of it
  • Difficult to adapt and change
  • Difficult to mix it with other content

Free content disadvantages

  • Does not support any proven instructional program
  • Non-searchable through subjects, grades, curriculum
  • Non-guaranteed links
  • Risk of copyright infringement
  • Only specific type of content available
  • Low or medium quality
  • Big effort needed to collect critical mass of content
new features of our econtent
Carefully matched to 50 states standards (relatively easy for eContent)

Advanced search through subjects, grades, curricula, abilities

Focus on accessibility (”searchability”) rather than protection

Granularity in using and purchasing(micro transactions)

Open and reusable for users editing

Possible to compile with other content objects (with the trace of the copyrights and respective payments)

Centralization (competitors)

New features of our eContent
possible actions to be considered13
Really accept the fact that selling textbook is not a sustainable strategy (neither on paper or as an e-book)

Give our customers reasonable commercial alternatives to the free content

Supporting rather than fighting Web 2.0 culture among teachers and students

Include free content into our offer and philosophy

Build up the value perception of electronic content (to be able to sell it at all)

Possible actions to be considered
user generated content threat or chance
Are they real danger for our offer?

In all cases people were overoptimistic about it

Only specific type of content can be created

Teachers are rather not eager to share their work

Active and creative authors will work with publishers

Can supporting of teachers Web 2.0 community be beneficial?

Capitalize on traffic

Build up services on top

Sell services helping teachers to structure this content into proven instructional program

Use services and tools to promote and sell commercial offer

Can we use active users as a resellers of our offer?

User generated content – threat or chance
possible actions to be considered15
Really accept the fact that selling textbook is not a sustainable strategy (neither on paper or as an e-book)

Give our customers reasonable commercial alternatives to the free content

Supporting rather than fighting Web 2.0 culture among teachers and students

Include free content into our offer and philosophy

Build up the value perception of electronic content (to be able to sell it at all)

Possible actions to be considered
whiteboard playlists

New Offer!

My Playlist

Whiteboard Playlists

My Playlist

content re usage re selling

New Offer!

Content re-usage (re-selling)

My content

My question

  • Answer A
  • Answer B
  • Answer C
possible actions to be considered18
Really accept the fact that selling textbook is not a sustainable strategy (neither on paper or as an e-book)

Give our customers reasonable commercial alternatives to the free content

Supporting rather than fighting Web 2.0 culture among teachers and students

Include free content into our offer and philosophy

Build up the value perception of electronic content (to be able to sell it at all)

Possible actions to be considered
how does ydp see its future
Domestic market

stimulating changes on the market to compete effectively with traditional publishers in the future (lowering textbook value, increasing value of the eContent)

UK market

acting as a central platform for publishers providing technological solution (www.yTeach.co.uk) that takes into account most of the conclusions of this presentation

International market

helping partners to achieve one of the above

How does YDP see its future?
slide20

Thank you for your attention

Artur Dyro

Managing Director, Co-founder

Young Digital Planet SA

artur.dyro@ydp.com.pl

www.ydp.eu

Washington, DC

June 10-12, 2009