Opportunities, innovations, distractions and dilemmas E-textbooks Opportunities, innovations, distractions and dilemmas Tom Davy Thomson Learning

What is a textbook? A synthesis of current knowledge Teaching aid and learning resource Learning objectives Matches course requirements Includes supplements Case studies Follows a logical sequence Pedagogical features

Textbook Supplements

Textbook cost elements

Textbook cost elements

Teaching Philosophies A bi-product of research Learning shouldn’t be fun Students shouldn’t be spoon-fed Discovery not prescription Learner-centred Vs teacher-led

Student expectations Get me through the course Grab my attention Highly visual Better than Google The bits I need when I need them Built-in links for further research

Publisher Objectives Win market share Build a superior product Better syllabus match Authoritative author Latest thinking New material Makes course delivery easier Value-adding supplements

It’s an arms race…

Diminishing returns More returns, less ROI Reducing sell-through New edition cycles Second-hand sales “Web resources are free”

US Vs ROW price differentials Kotler, Armstrong Principles of Marketing US Edition $160 = £80.00 UK Edition £42.99

US Edition UK Edition $141.98 = £70 £39.89

Economics of textbook publishing High initial investment Supplements High Price In the US If discretionary purchase for students Used books, leakage, buying around, piracy Inefficient supply chain Multiple intermediaries High wastage “Unsuccessful” first editions Too much content Returns

Corporate exodus from education “Education slow to adopt digital solutions”

Textbook Vs Digital Textbook Digital Portable Tactile No equipment required Text better on paper Organising framework Linear Single medium Too much or too little Single learning style Digital I-pods, mobile phones Ubiquitous items E-paper, print on demand Learner journeys Interactive Multiple media As much as you need Individual learning styles

Context Faculty Tutor contact hours are reducing (www.williseemytutor.com) From sage on the stage to guide on the side Students Access to huge amount of content Students will accept “good enough” Students have become Googleized

Is there a better way? What would we invent today if the textbook did not exist?

The Learning Pyramid

Book Centric Case Studies Companion Website Learning Assessments

Objective Centric Learning Objective Learning Assessments

Dilemmas Print pays our salaries The bleeding edge is a painful place Selling direct to students Digital rights management

Distractions E-books Bookshops Digitalist zealots

Innovations The demise of content silos Customised content                                                                      The demise of content silos Customised content User created and sharing

Opportunities University management: offer your customers a more compelling learning experience Go digital Librarians: market your services more effectively Move into the campus bookshop space Publishers Look beyond the textbook Start thinking objectives and digital learning objects