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

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

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5 Textbook Supplements

6 Textbook cost elements

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9 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

10 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

11 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

12 It’s an arms race…

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

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

15 US EditionUK Edition $ = £70£39.89

16 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

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

18 Textbook Vs Digital Textbook  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

19 Context Faculty Tutor contact hours are reducing ( 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

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

21 Wisdom Understanding Knowledge Information Data The Learning Pyramid

22 Book Centric Learning Assessments Case Studies Companion Website

23 Learning Objective Learning Assessments Objective Centric

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

25 Distractions E-books Bookshops Digitalist zealots

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

27 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