JISC Collections LIR Annual Seminar The Future of the Textbook Marketplace Paul Harwood JISC Collections 25 th March 2011

JISC Collections For journals, it all seemed so easy to get from A to B..

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For books, the journey has not been so straightforward.. Struggles to find appropriate business models Publishers not making all their content digitally available Libraries’ budget restrictions and historic commitment to protect the journals budget Despite a slow start, the e-book market is now very fast moving and subject to change Different types of book and different types of container

JISC Collections On that note, Esposito is helpful.. The Institutional Book The Classic E-book The Enhanced Book The Muscular Book The Social Book The Staccato Book Joe Esposito: E-books and their containers. The Scholarly Kitchen, Jan 18 th, 2011

JISC Collections My talk today will focus on how publishers are developing textbooks for students and lecturers and implications for the library Because without a focus on a certain type of ‘container’ it is difficult to do anything other than a surface analysis Because I’ve done some work recently in this area Because I think textbooks will change dramatically over the next few years Because I think they present libraries with an interesting challenge

JISC Collections Definitions, market places, market size, key players Key learning tools in the education and higher education sectors, sectors where teaching practices and learning styles have evolved slowly A $10bn industry The concept of adoption and market differences In the UK: one institution’s core text is another’s supplementary reading Textbook market in the UK, is around £200m Cengage, Pearson, McGraw-Hill, Palgrave are key players (CourseSmart)

JISC Collections The evolving textbook marketplace | Slide 8 Traditional Print Textbook Hybrid product: print text and CD ROM Complementary product: digital textbook Replacement product: enhanced digital textbook Replacement product: Open Source textbook Replacement product: Publisher proprietary solution

JISC Collections The pace of change is relatively slow because..... Teaching practice and learning styles have evolved slowly Compared with B2B publishing and STM, education markets have been digital laggards (16% of total revenues generated from digital products compared with 36% for B2B and 69% for STM Students still value a print version of their textbooks for marking-up etc Outsell predicts a 25% growth for the digital textbook market between 2010 and 2012 whilst the print market will decline by around 1% during the same period

JISC Collections Key trends Proprietary publisher offerings (course materials accompanying textbooks) Textbook rental (Chegg) Open Source textbooks Customisation Devices Embedding into learning workflows Price sensitivity/student expectations

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Devices! Proliferation Which, if any, will dominate? For publishers, this means being device agnostic Standards

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Aggregating content - CourseSmart Original aims and objectives: a tool for evaluation purposes Now: an attempt to create a marketplace where students can buy e-textbooks USPs: - Price (50% of the price of print versions) - Accessibility: anytime/anywhere - Functionality: copy/paste, mark-up, print

JISC Collections Now includes content from 14 publishers including founding partners: Cengage, McGraw-Hill, Pearson, Wiley, Bedford, Freeman & Worth

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25 Bookshops? Sales & Marketing?

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29Apportioning of Costs Textbook and course materials Digital developments Lots happening – new services, announcements, developments Lines becoming blurred between online learning and digital textbooks Developments by publishers, suppliers (e-Learning, Learning Management Systems, VLEs) and also academics Lots of jargon : “Collaboration tools”; “class management functionality”; “course content delivery platforms”; “multi-dimensional teaching experience”; “interactive classroom experience”; “online learning tools” Services not only for students but also teaching staff. Some may purely be for managing the learning process, rather than access to content More customisation of textbooks, particularly by teaching staff Open access textbooks

JISC Collections Teaching staff Services from publishers and learning management suppliers increasingly for teaching staff. –Course / syllabus preparation, –Setting assignments –Course management tools –Allowing customising of textbooks Many university departments are approaching publishers directly to licence textbook content. Several publishers reported that such approaches were on the increase, and one publisher estimated that 20-30% of UK higher education institutions are now buying textbook content in this way. Academic staff creating their own e-textbooks

JISC Collections Learning management systems Students and instructors use an LMS to share course materials, calendars, notes, links, syllabi, opinions, assignments and now, textbook content. Follett Higher Education Group, the college bookstore operator, is leading an effort to make e-textbooks fully interoperable with learning management systems (LMS). Follett became the first to demonstrate this interoperability by sharing professors' textbook notes through the Moodle standards-based LMS Instructors can now make notes in Follet’s CafeScribe® digital textbooks and click to place the notes in a learning management system for students' immediate access, said Bryce Johnson, Follett's director of eTextbook solutions.

JISC Collections VLEs VLEs are playing an increasingly important role in terms of e-textbook provision within higher education institutions in the future OUP: “A VLE 'cartridge' refers to a downloadable file that comprises VLE content. It is a package of all the lecturer and student materials from a single textbook's Online Resource Centre available on the OUP website. It enables lecturers to import all the content from one Online Resource Centre into their VLE at once. Lecturers need first to adopt the related textbook. Strathclyde University: “Staff who are using a VLE may well want to encourage students to explore a wide background of library funded information resources. This is particularly important if staff wish to avoid the trap in which the information immediately offered to the class, within the tightly defined virtual space of the learning environment, becomes the only information that VLE-based students ever see.” How do libraries engage with this environment?

JISC Collections The Future? O’Reilly, The Future of Digital Textbooks, Tools of Change Conference, Feb 2010 : Lines are becoming blurred between online Learning and digital textbooks and between producers and consumers of content. Interactive learning on the Internet offers a mix of free and fee-based models, for public good and private profit An increasing number of faculty and students are using mobile devices for collaboration and communications. Features of future electronic textbook: We’ll read it on a device that combines facets of the cell phone, iPOD, Kindle, flip camera and laptop, with multimedia capabilities As more books become scanned and digitized, links between digital documents will strengthen their usage and legitimization, making it ever easier to follow the bread crumbs of knowledge Books will be cross-linked, clustered, indexed, annotated, remixed, and “mashed-up”— combined in new combinations with video, animations, and audio

JISC Collections Thank you for your attention