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この調査レポートは、世界のモバイル出版業界を詳細に調査・分析しています。

主な掲載内容 (目次より抜粋)

• エグゼクティブサマリー
• モバイル時代のデジタル出版
• ポータブル機器向け電子書籍
• 携帯端末経由の電子書籍市場
• ポータブル機器向けの電子新聞
• 携帯端末経由と電子新聞と電子雑誌市場

Overview

• Tactical Intelligence for Publishers
• Analysis of Existing and Conjectural Business Models 
• Extensive Forecast Suite

This first edition report breaks ground on the mobile publishing industry, with an innovative presentation of the growing hunger for digital content and the ways in which evolving consumer expectations have spurred the market to facilitate access to content on the move. 

As part of a thorough strategy assessment, the report discusses the opportunities and constraints affecting eBook and eNewspaper publishers as well as a plethora of approaches implemented in portable, digital media within their own organisations. In addition, players' perceptions of the dominant and emerging trends within the sectors are scrutinised. Dedicated forecasts cover eBook, eMagazines and eNewspaper downloads by region and across multiple devices, examining current and calculated adoption rates, pricing and total revenues.

Benefits of this Report

An exclusive study of the revenue potential offered to publishers by digital media, illustrated by case studies and analysis of recent deployments. 

Revealing interviews with senior executives across the publishing and news media industries.

Unrivalled insight: key drivers for mobile publishing are explored in both developed and developing markets. 

The most comprehensive forecast suite currently available for the publishing and ePublishing sector. 

Companies Referenced

24symbols, Amazon.com, American Broadcasting Company, AOLApple, Archos, Argos, ASCII Media Works, AT&T, Awkward Press, BANG, BBC Audiobooks America, BBC, BitTorrent, Bloomsbury, Borders Group, Borders US, Cheung Kong Holdings, Coffee House, Comcast, Daily Mail and General Trust, Digital Element, Digitature, Dow Jones & Company, E Ink, eBay, Enhanced Editions, Facebook, Flipboard, Google, Guardian Media Group, Guardian News and Media, Hachette, Handmark, Harlequin, Harper Media, Harper-Collins, Hearst, HMV Group, HP, HTC, Indigo Books & Music, Instant Fame, John Wiley, Kobo, Kony, La Vie-Le Monde, LendMe, Leon Restaurants, LG, Libranda, Little Brown Books, Lulu Enterprises, Macmillan, McDonald's, MediaNews Group, Metroland Media, Microsoft, Motorola, Movellas, News Corporation, NTT DoCoMo, Ocado, OverDrive, Penguin, Philadelphia Media Network, Radisson Hotels, Random House, Random House, REDgroup Retail, Regulus Communications, RIM, ROCK, Samsung, Scribd, Simon & Schuster, Smashwords, SoftBook Press, Sony, Spreed Inc., Telegraph Media Group, Tesco, The New York Times Company, The Newsweek Daily Beast Company, The Washington Post Company, Time Inc., Tribune Company, Trinity Mirror, Twitter, Universal, Vook, Walmart, Waterstone's, Yorkshire Post Newspaper

Key Questions

1. What is the value of the digital publishing market for portable devices? And how large will it be in five years' time?
2. Can newspaper publishers develop compelling business models for paid-for content?
3. How can eBook publishers add value to the printed word?
4. What are the key drivers towards migration to a mobile/digital publishing environment?
5. What pricing strategies will eNewspaper publishers employ?
6. Can revenues from eContent offset falling sales from traditional print media?
7. How will service adoption differ by access platform?
8. What are the prospects for digital publishing in emerging markets?
9. What are the key strategic recommendations for players within these markets?

TOP

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TABLE OF CONTENTS

Executive Summary

Digital Publishing in a Mobile Age

1.1 Introduction.......... 24
1.2 Driving the Mobile Publishing Market.......... 25
1.2.1 The Rise of the eReader.......... 25
i. E-ink: the USP of the eReader.......... 26
ii. The Rise of Amazon.......... 27
Figure 1.1: Number of eBook Titles Available to Kindle Users for Purchase 2007-2011.......... 27
1.2.2 Mass Adoption of EPUB.......... 28
1.2.3 The Rise of the App Store.......... 28
1.2.4 The Rise of the Tablet.......... 29
i. The Launch of the iBookStore.......... 30
ii. News Consumption on Tablets.......... 30
1.2.5 Smart Devices Offer Immediate, Ubiquitous Access to Content.......... 31
1.2.6 Device Storage and Battery Life is Increasing.......... 31
1.2.7 The Rise of Mobile Broadband.......... 31
1.2.8 The Rise of mCommerce.......... 32
1.2.9 The Need for Convergence and the Demand for Cloud.......... 32

eBooks for Portable Devices

2.1 The mPublishing Value Chain.......... 36
Figure 2.1 Digital Publishing Value Chain.......... 36
2.1.1 The Marginalisation of the MNOs.......... 37
Figure 2.2: Traditional mContent Value Web.......... 37
Figure 2.3 App Store Value Chain.......... 38
2.2 Building a Market for eBooks.......... 39
Figure 2.4: eBook Retailer Revenue Stream.......... 39
2.2.1 From Hardware to Software: Creating Presence on Multiple Devices.......... 40
Table 2.1: Selected Branded eReader Native Apps Split by OS.......... 40
2.2.2 From Software to Hardware: The Emergence of Kobo.......... 41
2.2.3 A Proliferation of eBookstores.......... 42
i. The Challenge of Visibility: eBookstores.......... 42
2.2.4 Implications for Physical Storefronts.......... 42
i. Managing the Transition to Digital: Barnes & Noble.......... 43
a. The Launch of the Nook.......... 43
b. The Nook: Driving Digital Revenue Growth.......... 44
Figure 2.5: Barnes & Noble Stores April 2006- April 2011.......... 44
Table 2.2: Barnes & Noble Stores, April 2006- April2011.......... 45
ii. Beginning the Transition to Digital: Waterstone's.......... 45

The Market for eBooks via Mobile Devices

3.1 Methodology and Assumptions.......... 60
Figure 3.1: Methodology for Determining eBook Users, Usage and Revenues.......... 60
3.2 Unique eBook Readers.......... 61
Figure 3.2: eBook Unique Users (m) Split by 8 Key Regions 2011-2016.......... 62
Table 3.1: eBook Unique Users (m) by 8 Key Regions 2011-2016.......... 62
Figure 3.3: eBook Unique Users (m) Split by Mobile Device Type 2011-2016.......... 63
Table 3.2: eBook Unique Users (m) by Mobile Device Type 2011-2016.......... 63
3.2 eBook Usage.......... 64
3.2.1 Average eBook Access/Download Levels.......... 64
Table 3.3: Average eBook Downloads Per User (p.a.) Split by 8 Key Regions 2011-2016.......... 64
Table 3.4: Average eBook Downloads Per User (p.a.) Split by Mobile Device Type 2011-2016.......... 65
3.2.2 Total Number of eBook Downloads Via Mobile Devices.......... 65
Figure 3.4: Total Number of eBooks Downloaded/Accessed (m) Split by 8 Key Regions 2011-2016.......... 65
Table 3.5: Total Number of eBooks Downloaded/Accessed (m) Split by 8 Key Regions 2011-2016.......... 66
Figure 3.5: Total Number of eBooks Downloaded/Accessed (m) Split by Mobile Device Type 2011-2016.......... 66
Table 3.6: Total Number of eBooks Downloaded/Accessed (m) Split by Mobile Device Type 2011-2016.......... 67
3.2.3 ‘Paid-for' eBooks.......... 67
Table 3.7: Percentage of eBooks Downloaded to Mobile Devices Which Have Been Paid For Split by 8 Key Regions 2011-2016.......... 67

eNewspapers for Portable Devices

4.1 Introduction.......... 76 
4.2 The Decline of the Newspaper Industry.......... 77
4.2.1 The Decline of the Newspaper Industry - US.......... 77
Table 4.1: Top 10 US Daily Newspapers By Daily Circulation (000) March 2006 and March 2011.......... 78
4.2.2 The Decline of the Newspaper Industry - UK.......... 79
Figure 4.1: UK Daily Newspaper Circulation (000), By Title, 2001-2011.......... 79
Table 4.2: UK Daily Newspaper Circulation (000) Split by Title 2006-2011.......... 80
4.2.3 The Decline of the Newspaper Industry - Japan.......... 80
Figure 4.2: Japanese Daily Newspaper Sales (m) 2001-2010 (YE October 31).......... 80
Table 4.3: Japanese Daily Newspaper Sales (m), 2006-2010 (YE October 31).......... 81
4.3 Reimagining the Newspaper in an mPublishing Environment.......... 81
4.3.1 Reimagining the Production Process.......... 82
4.3.2 The Key to Successful Migration.......... 83
4.4 Driving eNewspaper Growth through Applications.......... 84
4.4.1 Developing Content for the iOS.......... 84
4.4.2 Developing Content for Alternative OSs.......... 85
4.5 Developing Viable Business Models for eNewspapers.......... 85
4.5.1 The Paywall Conundrum.......... 85
i. Paywalls Reduce Overall Web Traffic.......... 86
Table 4.4: Unique Daily Visitors (m) to UK National Newspaper Websites February 2010 and June 2011.......... 86
4.5.2 Pricing the Subscription Package.......... 87
Table 4.5: Selected Newspaper iPad Applications and Pricing in North America.......... 87
i. Differential Pricing between Print and Digital.......... 87
ii. Differential Pricing between Digital Platforms.......... 87
iii. Driving Growth through Device/Subscription Bundles.......... 89
iv. Subscriptions and the Storefront.......... 90
4.5.3 The Freemium Model.......... 90
i. Freemium - Metered Access.......... 91
4.5.4 The Ad-funded Model.......... 91
4.6 Beyond Print: Creating Newspapers in a Digital Environment.......... 92
4.6.1 Case Study: The Daily.......... 92
Figure 4.3: The Daily, iPad Screenshot.......... 92
4.6.2 Apps and the NeoNewspapers.......... 93
Figure 4.4: The Early Edition, iPad Screenshot.......... 93
i. Case Study: Scribd.......... 94
Figure 4.5: Float Screen Shot.......... 94
4.7 eMagazines: Monetising the Digital Transition.......... 95
4.7.1 Emerging Business Models in mPublishing - Driving
Revenue Growth through Paid Content.......... 95
4.7.2 Mashups and the Social Magazine.......... 96
i. Case Study: Flipboard.......... 96
Figure 4.6: Flipboard iPad app screenshot.......... 97
ii. Case Study: Editions by AOL.......... 97
Figure 4.7: Editions by AOL iPad screenshot.......... 98

The Market for eNewspapers & eMagazines via Mobile Devices 

5.1 Definitions and Assumptions.......... 99
Figure 5.1 Methodology for Determining eNewspaper/eMagazine Users, Usage and Revenues via Mobile Devices.......... 100
5.2 The Market for eNewspapers on Mobile Devices.......... 101
5.2.1 The Market for eNewspapers via Tablets & eReaders.......... 101
i. Unique eNewspaper Users via Tablets and eReaders.......... 101
Figure 5.2: Combined Tablet/eReader Installed Base (m) Split by 8 Key Regions.......... 101 
Table 5.1: Combined Tablet/eReader Installed Base (m) Split by 8 Key Regions 2011-2016.......... 101
Table 5.2: Percentage of Tablet/eReader Owners Taking a Regular eNewspaper plit by 8 Key Regions 2011-2016.......... 102
Figure 5.3: Number of Tablet/eReader Owners (m) Taking a Regular eNewspaper 2011-2016.......... 103
Table 5.3: Number of Tablet/eReader Owners (m) Taking a Regular eNewspaper 2011-2016.......... 103
ii. eNewspaper Usage via Tablets and eReaders.......... 104
Table 5.4: Percentage of eNewspaper Tablet/eReader Customers Paying for eNewspaper.......... 104
Figure 5.4: Number of Tablet/eReader Customers
(m) Paying for eNewspaper Split by 8 Key
Regions 2011-2016.......... 105
Table 5.5: Number of Tablet/eReader Customers (m) Paying for eNewspaper Split by 8 Key Regions 2011-2016.......... 105
iii. eNewspaper Pricing on Tablets and eReaders.......... 106
Table 5.6: Average Annual Subscriber Value ($) of eNewspaper Tablet/eReader Customers Split by 8 Key Regions 2011-2016.......... 106
iv. eNewspaper Revenues from Tablets and
eReaders.......... 107